Moncton Impact Brand Identity
Creating a Successful Brand Identity for Moncton’s Economic Development
In 2022, Moncton’s Economic Development Department rebranded to enhance business development efforts. Despite the new identity and website, awareness among businesses, builders, and developers was low. The department needed a strategy to boost visibility and drive traffic to their website, aiming for local and regional stakeholders to recognize their role in business growth and reach out for more information.
Strategy: The team launched a targeted campaign leveraging the new brand and the slogan “Make Your Mark in Moncton.” The campaign targeted business community members, including developers, investors, immigrants, and business owners aged 20-55 in Moncton, Dieppe, and surrounding areas. Research guided the use of various channels: Instagram, Facebook, LinkedIn, programmatic display, online video, search, print, and a digital superboard.
The communications strategy emphasized the department’s services, illustrating support for businesses, developers, and immigrants. The “Make Your Mark in Moncton” message resonated across all target groups. For superboard and display ads, concise, high-level messages were used. Social media ads were more tailored, with detailed messaging like “Customized business support—from site selection to project development.” The consistent call-to-action directed users to visit the website for more information.
Implementation: The campaign ran from February 3 to March 6, 2023, on various digital and print platforms. The digital superboard at Main and Lewis Streets in Moncton displayed the campaign from January 30 to February 26, 2023, showing 37,778 times. Midway, the campaign was adjusted as French ads underperformed due to most target audience members having their browser settings in English. This insight led to future considerations for language preferences in digital media campaigns. Although the Facebook and Instagram ads performed well initially, tight targeting caused audience fatigue, leading to an underspend. Future campaigns will consider broader targeting or different budget allocations to maintain engagement.
Results: The campaign achieved high engagement, driving significant traffic to the new website. Most media channels exceeded industry benchmarks. Search and Facebook ads had the highest click-through rates (CTR), with paid search delivering 12,300 impressions and over 1,500 clicks, and Facebook receiving over 211,800 impressions with a 0.75% CTR. Instagram garnered over 173,000 impressions with a 0.32% CTR, and LinkedIn achieved 27,200 impressions with a 0.64% CTR, nearly three times the industry benchmark. Programmatic display ads raised awareness with over 163,000 impressions and a 0.30% CTR. Online video ads delivered 60,700 impressions and 51,300 views, with a high video completion rate of 84%.
Overall, the campaign successfully enhanced the visibility of Moncton’s Economic Development Department and drove significant traffic to their website, achieving 10,000 visits during the campaign. The results highlight the effectiveness of the strategy and chosen media channels, setting a strong foundation for future tailored messaging to further drive business growth in Moncton.
