Call Bruce County Home: Insider’s Guide
Purpose of Project
The ‘Call Bruce County Home Insider’s Guide’ was created to address the challenges of a shrinking and aging labor force and out-migration in Bruce County. The project aimed to create brand recognition and attract new residents to support population growth, maintain the tax base, and stimulate the local economy.
The campaign leveraged storytelling using real residents’ stories to create authentic and relatable marketing messages, integrated into YouTube and Meta video ads. These ads directed viewers to a landing page featuring residents’ stories of why they chose Bruce County as their home. By providing their contact information, viewers received an “Insider’s Guide,” via email, showcasing the Bruce County lifestyle with captivating images and quotes. The goal was to engage potential residents and keep Bruce County top of mind as they moved from considering relocation to making the decision.
Effectiveness / Objectives
The campaign was designed to be visually appealing and easy to navigate, with clear links for further exploration. The user journey was straightforward, and the messaging was consistent across all assets. The success of the campaign will be leveraged in future communications including emails about new opportunities.
Launched on Nov 10, 2023, the 36-day campaign, spent $2,540.10 and resulted in:
Meta reach: 178, 300
Meta engagement: 30,404
YouTube views: 93,550
YouTube impressions: 2,059
Clicks: 2,378
Website views: 1,347
Leads: 8
Email open rate: 88%
Email click rate: 44%
Challenges
Tracking lead conversion for resident attraction proved challenging given the increasing competition for rural living and the necessity of a long-term strategy. Resident attraction is a continuous process, and its success may take years to measure. Despite these challenges, the campaign generated genuine interest from 8 leads, who downloaded the Insider’s Guide, and we are working on strategies to convert these leads into actual relocations.
Target Audience
Demographics:
• Couples aged 45-55 from larger cities in Southern Ontario
Characteristics:
• Career-focused, with 5-15 years left in their careers, seeking a balance between work and leisure.
• Financially equipped to relocate, with a combined income over $145K
• University or college-educated
• Empty nesters or couples without children
Goals:
• Seeking a change of pace, closer connection with nature, and a more relaxed lifestyle, preparing for retirement.
Familiar with Bruce County:
• Have either visited Bruce County or know someone who lives here seasonally or year-round.
• Take family vacations in Bruce County
Key messages of the campaign included discovering one’s pace and place in Bruce County, trekking the trails, embracing the serene beauty, and finding welcoming communities that offer a blend of small-town charm, outdoor adventures, and a high quality of life. The campaign featured diverse stories from residents with different journeys and backgrounds, showcasing Bruce County’s inclusive and welcoming nature.
Sustainability
The project is focused on sustainable community growth, the stories highlighted the sense of belonging and community spirit, reinforcing Bruce County’s community-focused lifestyles. This approach aimed to influence positive change for the betterment of the community overall.
The ‘Call Bruce County Home Insider’s Guide’ project demonstrated creativity and uniqueness in its approach, effectively achieved its objectives, provided user-friendly and easily accessible information, and maintained a consistent and comprehensive approach. The campaign successfully highlighted the attractiveness of Bruce County, supporting long-term resident attraction and sustainable community growth.
