Cities Driving Growth: Regina
1. Purpose
Like many Canadian cities, Regina is experiencing a shortage of skilled labour. On any given day there are 3,000+ Regina-based job postings on SaskJobs.ca, of which 1 in 3 are in trades, transport and construction. If we can fill today’s vacancies, that equates to $500M in salary entering into Regina’s economy.
The rising cost of living is proving challenging for Canadians living in larger centres. Many are starting to question the financial viability of remaining in their home community and are looking to smaller centres for solutions.
With other provinces aggressively marketing to encourage inter-provincial migration, Regina needs to promote itself as a viable option to those looking for a more affordable place to live that offers career growth opportunities and a supportive environment for entrepreneurs.
To support other talent attraction efforts led by the provincial government and industry partners, Economic Development Regina (EDR) developed a double-page print advertising feature to generate interest in Regina among prospective residents and ultimately drive migration to the city.
2. Effectiveness
The Globe & Mail was chosen based on its large reach (2.8 million readers nationally) and strong reputation. Readership included senior managers; small business owners and entrepreneurs; and individuals with high personal incomes and net worth.
The two-page feature was published on September 15, 2024 in print and digital. A full-page editorial positioned Regina as a powerhouse for entrepreneurs and business investment and an excellent place to live and raise a family. The adjoining full-page ad reinforced Regina’s message around affordability, lifestyle and career opportunities – highlighting arts and culture, professional sports and recreational activities.
EDR promoted feature on its LinkedIn channel, generating 63 likes, 7 shares and 74 link clicks to read more. The post included a teaser quote from EDR CEO Chris Lane promoting Regina as “Canada’s best kept secret.”
Results:
- 24% increase in website visits to our Grow Your World Regina website (www.growyourworldregina.com) during the 2 weeks following publication, compared to average visits three months prior.
3. Challenges
Every Canadian city is looking attract new residents and the value proposition is often the same: affordability compared to other cities. That said, while Regina is one of the most affordable cities in the country, it lacks some of the “big city” amenities that larger city residents expect.
Recognizing that Regina cannot compete on affordability alone, EDR presented a value proposition that showed prospective residents that the city offers attractive entertainment and lifestyle options, but on a smaller scale.
4. Target Audience
Canadians living in larger centres outside of Saskatchewan who are:
- Unable to afford a home due to the high cost of housing in their area
- Tired of long commutes and looking to gain more personal time
- Aligned to Regina’s community values
- Less reliant on big city amenities and entertainment options
This group primarily includes senior managers, small business owners (entrepreneurs) and skilled tradespeople, living in the bedroom communities of Toronto and Vancouver and considering a move to a more affordable city.
5. Details
Since publication in the Globe & Mail, the narrative used in the editorial and print ad has become the foundation for EDR’s talent attraction web presence – turning the print ad into a brochure and webpage promoting Regina’s opportunity to prospective residents (https://economicdevelopmentregina.com/talent-attraction/). This webpage now serves as the landing page for organic social media posts and influenced the build of a larger-scale talent attraction strategy and microsite supported by multiple levels of government and key industry players.
