Advertising Campaign

Consider It Done Campaign


Winner
Submitted ByThe City of Mount Pearl

CHALLENGE

With over 250 cities, towns, and municipalities in NL, the Economic Development landscape is competitive.

For Mount Pearl, research revealed businesses around the Avalon Peninsula held a ‘dull’ and ‘stagnant’ perception of the city. They were aware of Mount Pearl, but it wasn’t high on their consideration list. There was also a lack of awareness around key features and business credentials.

The key objective was to attract new businesses to the City of Mount Pearl. The city had to differentiate itself by building awareness, trust, and confidence – ultimately breaking down the barriers and obstacles around being an “un-city” to strengthen the relationship with the business community.

The target audience was small business owners looking to expand (skewed male, aged 35-48+, in business 3-5+ years, with 15-20+ employees). Particularly focused on technology and retail-based small businesses.

PURPOSE & STRATEGY

Mount Pearl has a strong sense of home and authenticity. They are partners. They are responsive. They’re also easy to do business with. Making the lives of businesses and residents better is their number one priority.

So, how does a small city like Mount Pearl stand out in a competitive landscape? They stay true to who they are.

The brief was challenging, but simple. Demonstrate how the City of Mount Pearl is an engaged, ‘people first’ city. When you’re ready to open a business, consider Mount Pearl. And we’ll consider it done.

PLAN & EXECUTION

When somebody is looking for a location for their business, they naturally have lots of questions – about infrastructure, permitting, taxes, growth, and how involved the city will be in their new venture. The ‘Consider it Done’ campaign aims to answer all of these questions. It speaks to the ‘can do’ and ‘get it done’ attitude, flexibility, and exceptional service unique to Mount Pearl.

The fully integrated campaign, complete with a new logo, communicated this message to business owners through awareness-building media: radio ads, print ads, animated online ads (below), a social media campaign, an updated business guide, a launch event, and a campaign website (www.consideritdone.mountpearl.ca).

RESULTS & EFFECTIVENESS

Not only did the ‘Consider it Done’ campaign articulate the innovative mindset and forward-thinking business practices, it also delivered tangible results.

  • Display delivered 3,500,000+ impressions; 4,000+ clicks at a CTR of 0.12%.
  • 3,496 sessions to the campaign website, with an average time on site of 43 seconds, and 2.42 page views per session.
  • 65 business guides downloaded and 86 click throughs to the Mount Pearl website.
  • Facebook video ads delivered 262,430 impressions; 1,862 clicks at a CTR of 0.71%, with 42,000+ post engagements.
  • Promoted Facebook posts reached 49,000+ with 791 post engagements.
  • Search generated 17,260 impressions, generating 257 clicks at a CTR of 1.49%.
  • Positive coverage included:

Most importantly, Mount Pearl welcomed 27 new businesses since launch, and received over 40 new permit applications. This was accompanied by a vacancy rate drop from 16.57% to 10.41%.

If you’re looking for a city with opportunities, not obstacles, ‘Consider it Done’.

Sponsors