OKGo Campaign
Project Purpose
OKGo is multi-year campaign created through a formal partnership between the COEDC, Accelerate Okanagan, and Tourism Kelowna, along with the participation of industry and post-secondary organizations. This campaign provides the region with a cohesive story that can be shared and leveraged through each partner’s individual networks and further the impact of our message to promote the region. The goal of this campaign is to showcase the innovative entrepreneurs/industries driving the economy in the Central Okanagan with the objective of attracting business events, talent, entrepreneurs, and business investment.
Effectiveness / Meeting Objectives
The industries highlighted were identified as key economic drivers in the region poised for growth by increasing household incomes, growing innovation, encouraging new investment, enhancing supply chains, and making the region attractive for relocation.
Since its inception in 2020, the campaign has launched 2 volumes of its OKGo magazine, a website, and digital assets. A digital marketing campaign was launched in July 2021 with the primary goal to generate awareness utilizing Google, LinkedIn, and Facebook Ads. Highlights from this campaign below:
• New Users: 8,201
• Magazine Downloads: 214
• Engaged Sessions: 2,063
• Contact Page Views: 2,174
• Form Submissions: 121
• Impressions: 1.03 million, 96% senior decision makers
• Video Views: 539,000
The latest Census release in 2021 ranks Kelowna CMA as the fastest growing census metropolitan area in Canada at a whopping 14% increase. Kelowna was also ranked second best city among 25 top-performing cities in Canada with a population under 200,000 by Resonance Consultancy Ltd. The cities rankings are based on place, product, programming, people, prosperity, and promotion. Kelowna received top marks in the promotion category.
Challenges & Changes
Launching this campaign during a pandemic was no easy feat, navigating campaign development and asset creation virtually in addition to supply chain issues impacting paper stocks and printing were just some of the hurdles faced through the launch. Pivoting through this and communicating with our partners and those businesses featured was vital in conducting a successful campaign launch, and it undoubtedly was well worth the wait!
Target Audience (demographics)
The multi-year campaign includes targeted marketing initiatives aimed at industry executives, entrepreneurs, and employees of organizations in the US Pacific Northwest. Central Okanagan residents, businesses and organizations are recruited to share the OKGo assets through their local, national and international networks. Each partner organization has shared these assets through their channels by leveraging relationships with organizations like Destination Canada, Canadian Trade Commissioner Service, Trade and Investment BC, and Innovate BC.
Organizational growth is only possible when aligned with community core values, and these organizations recognize the value of collaboration and contribution from community stakeholders.
With these community priorities in mind, creation and implementation of the OKGo campaign was executed with a sustainability lens. Development of digital assets (website, digital ads, digital magazine), and printing limited paper copies of magazines ensured our message was shared in line with the community’s vision in which we serve.
Sustainability
The OKGo Campaign features organizations in industries that are not only poised for economic growth but are also mindful of the region in which they operate. They acknowledge the land on which they work is on the unceded traditional territories of the Syilx Okanagan people, access to post-secondary talent pipeline, and the lifestyle and community consciousness enriched with visions of sustainability.
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