Advertising Campaign

OK-Go Marketing Campaign


Submitted ByCentral Okanagan Economic Development Commission

Purpose

The COEDC, Accelerate Okanagan, and Tourism Kelowna partnered to create a campaign (OKGo) showcasing 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 campaign tells the story of the Central Okanagan through our local entrepreneurs, sparks connection and communicates our value as a region. While each partner organization has unique mandate’s/objectives, this project 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 campaign’s five industry sectors were identified as key economic drivers poised for growth, but they also drive economic growth for the region as a whole; They do so by increasing household incomes, growing innovation, encouraging new investment, enhancing supply chains, and making the region attractive for relocation.

A digital marketing campaign was launched in July 2021 utilizing google ads and LinkedIn to target industry executives in target cities. While the objective of the campaign was to generate awareness, 12+ high-quality leads were captured.

Challenges & Changes

The campaign was initially planned prior to the onset of the pandemic, therefore, the strategic focus and the implementation methods for the campaign had to be adjusted. Planned promotional efforts that involved in-person engagement were postponed or moved online to ensure the campaign’s message was still able to reach its target audiences.

Another obstacle to the success of the project was branding and meeting each partners strategic needs. This involved coordinated efforts in meeting regularly and ensuring that all deliverables for the project were in strategic alignment with all partners.

Target Audience

The multi-year campaign includes targeted marketing initiatives in key markets including the US Pacific Northwest. Central Okanagan residents, businesses and organizations have been recruited to share OKGo through their local, national and international networks.

All elements of the campaign will be shared through each partner’s channels and by leveraging relationships with organizations like Destination Canada, Canadian Trade Commissioner Service, Trade and Investment BC, and Innovate BC. The campaign’s message will continue to reach a vast number of key audiences: Industry executives, entrepreneurs and employees of organizations located in the PNW.

Sustainability

The development of the campaign has enhanced collaboration efforts among all regional partners as it aligns our regional strategic plans and objectives jointly aimed at displaying our value proposition. The most powerful recognition and celebration of the region’s competitive advantages comes from our own businesses and entrepreneurs. Their success stories and resiliency are what “sells” the region to other investors, entrepreneurs, and talent.

As the region continues to experience significant growth, a regional approach allows us to direct inquiries in an efficient and effective way. Enhanced assets also allow us to equip our provincial/federal counterparts to understand the region’s competitive advantages and better direct site selectors, event planners, investors, and entrepreneur inquiries.

Supporting Items

Website ok-go.ca
Magazine: https://www.ok-go.ca/wp-content/uploads/2021/01/OKGo_Magazine.pdf
Launch session: https://www.youtube.com/watch?v=BHgUPidu2HE

Sponsors