Bring your Small Business to Bruce County
Bring your Small Business to Bruce County
Purpose of Project
The “Bring your Small Business to Bruce County” campaign aimed to inspire, attract, and support entrepreneurs in starting or expanding their ventures in Bruce County. It highlighted the region’s unique advantages, addresses challenges faced by entrepreneurs, and highlights the comprehensive support from the Business to Bruce team. The campaign emphasized the attractive market, high quality of life, and high disposable income of residents, along with opportunities to fill market gaps. It also promoted shared resources, a supportive business environment, and a welcoming community, helping entrepreneurs find the right fit for their ventures.
Effectiveness / Meeting Objectives (if known)
The campaign successfully drew potential entrepreneurs and investors to Bruce County by highlighting the area’s unique advantages, including a balanced lifestyle, stunning natural landscapes, affordable living, and reduced stress levels. It emphasized the practical benefits of rural living with modern amenities like more space, less competition, and shorter commutes. Bruce County’s dedication to diversity, inclusion, and its vibrant entrepreneurial and creative community further enhanced its appeal as a welcoming and resource-rich destination for business owners.
Objectives:
- Increased consultations and connections with potential entrepreneurs and investors.
- Encouraged small businesses to expand their operations within Bruce County.
- Supported local economic growth and prosperity across agriculture, energy and tourism sectors.
Results
- Reach: 54,385
- Spend: $1,708.45
- Impressions: 133,419
- Link Clicks: 352
- Average Cost Per Link Click: $4.85
- Average Click-Through Rate: 0.33%
- Total Clicks: 1,190
- Number of Stats Guide Downloads: 27
- Landing page Visits: 478
- Leads Generated: 27 new contacts
- Leads to Potential projects, potential investors: 4 contacts sustained
Challenges & Changes made
Creating a digital advertising campaign for a niche market was challenging due to its limited and specific audience. Identifying and reaching the right demographic required a highly targeted, resource-intensive strategy and in-depth market research. Crafting resonant messages necessitated a deep understanding of the audience’s unique needs and preferences. Perfecting the campaign for high engagement and conversion rates was also difficult with the smaller audience, resulting in lower data volumes for analysis. Despite these challenges, the campaign performed well, with initial efforts focusing on digital advertising and outreach to BIAs (Business Improvement Area) and Chambers of Commerce for cross-promotion and speaking engagements in target communities.
Target Audience
Our target audience includes small to medium-sized business owners who want to expand into new markets. These businesses, with 2-50 employees, aim to open more physical locations and share staff within a 1–2-hour radius of Bruce County. They are attracted by the area’s high disposable income, natural beauty, and outdoor opportunities. These motivated entrepreneurs value a sustainable work-life balance and are ready to grow their already profitable businesses.
Sustainability
The “Bring your Small Business to Bruce County” campaign fostered sustainable economic development by aligning business owners’ goals with community needs and lifestyle. Through insights, data, and one-on-one consultations, it ensured businesses matched local demands. This approach promoted responsible growth and economic prosperity, supporting a vibrant entrepreneurial community. Ultimately, the campaign positioned Bruce County as an attractive and sustainable destination for businesses.
Additional Supporting Materials
