OKGo
OKGo is a collaborative partnership between the Central Okanagan Economic Development Commission, Tourism Kelowna, Accelerate Okanagan, University of British Columbia Okanagan, Okanagan College and Industry. OKGo showcases innovators and entrepreneurs to boost economic prosperity in the region and attract business events, talent, and investment by sharing success stories of local businesses in key sectors including:
- Agriculture
- Viticulture
- Manufacturing
- Aerospace
- Digital Tech
- Clean Tech
- Post-secondary
This multi-year campaign began in 2020 with matching funding from Global Affairs Canada. Since inception, the campaign has grown annually with aligned print and digital assets showcasing regional innovation, entrepreneurship, infrastructure and opportunities for investment. These assets are shared locally with business leaders and partner organizations, who distribute through their networks, promoting the region for meetings, employment and investment opportunities.
In 2021 and 2022, OKGo released award-winning Vol. 1 & Vol. 2 magazines and website. In 2023, sector story videos were created to showcase innovators and entrepreneurs in key business sectors, raising awareness of economic and business-tourism opportunities in the Central Okanagan. These valuable assets are used by the OKGo team to promote the region to site selectors and event planners, attracting business events, meetings, talent, entrepreneurs, and investment.
Targeted digital marketing campaigns on Facebook, Instagram, LinkedIn, and Google ads, resulted in significant impact:
- 2021: 1,211,643 impressions and 7,525 clicks
- 2023: 1,493,314 impressions and 4,466 clicks
- 2024: Ongoing ads for the Post Secondary and Clean Tech Sectors have garnered 167,792 impressions and 873 clicks in one month.
- OKGo website has attracted 14,719 views and 5,902 users.
The campaign was initially planned prior to the pandemic, therefore the strategic focus and the implementation methods for the campaign had to be adjusted. In response to the limitations of in-person engagement, planned promotional efforts were rescheduled or transitioned to online platforms to effectively reach the intended audiences. This adaptation was essential to ensure the campaign’s message was still effectively delivered despite the challenging circumstances.
The region has also experienced various natural disasters since 2020 that garnered significant media attention. Communicating the area remained open for business in light of these emergency events has proved challenging.
Another obstacle to the success of the project was branding and meeting each partner’s strategic needs. This involved close collaboration and regular meetings with partners, industry, and post-secondary institutions to ensure project deliverables aligned with organizational priorities.
The OKGo campaign targets primarily the US Pacific Northwest, engaging stakeholders to disseminate assets through their local, national, and international networks. Partners utilize OKGo assets at site visits, meetings, tradeshows, and events, leveraging partnerships with organizations like Destination Canada, Canadian Trade Commissioner Service, Trade and Investment BC, BC PNP, and Innovate BC to reach industry executives, entrepreneurs, and talent in the campaign’s key sectors.
OKGo promotes sustainable economic growth by highlighting clean technologies, innovations, and sectors poised for growth. Sustainability is crucial in positioning the region as an attractive place to live, work, and play. The success and sustainability of OKGo are attributed to regional partnerships, financial contributions, and project collaboration, all essential for continued campaign longevity. This regional approach enables efficient handling of inquiries and equips provincial/federal counterparts with a deep understanding of the region’s strengths.
