Our Region, Our Home – The Stories that Build our Community

“Our Region, Our Home” is a storytelling initiative that celebrates the economic and cultural contributions of immigrants while advancing the Saint John Region’s population‑growth strategy. Led by Envision Saint John: The Regional Growth Agency, the project was co‑created with the City of Saint John, YMCA Newcomer Connections, Saint John Newcomers Centre, PRUDE Inc., Fundy Region Service Commission and the Saint John Local Immigration Partnership. The partnership set four measurable objectives:

1. Develop five video growth stories that would be adapted for out‑of‑home, social ads and printable collateral. These were produced to mirror the region’s diversity and spark conversation. The main objective was to debunk racist sentiments that were being shared online/in the community and showcase how newcomers are building their lives and contributing to the region.
2. Connect with locals and lifelong residents in the Saint John Region to showcase the value newcomers bring to the community.
3. Drive 5,000+ visits to a new bilingual landing page (increased from a previous initiative that the City of Saint John ran in 2022).
4. Secure a paid‑media engagement rate above 2 %.

Flight 1 ran in Q1, 2024 and surpassed every benchmark. Meta ads delivered 873,423 impressions, reaching 108,813 residents and generating 27,161 clicks for a 3.11 % click‑through‑rate – almost double industry norms. Video engagement was exceptional, seeing 3,565 viewers watch the stories in full and total plays topped 325,795. The landing page logged 8,800 active users and 10,000 page views with a 17‑second average engagement time, comfortably exceeding the 5,000‑visit goal.

Challenges /Adjustments
Coordinating seven organizations, two languages and multiple digital ecosystems posed early hurdles. Partners consolidated all assets into a single branded landing page, streamlining updates and analytics. Mid‑flight metrics showed francophone ads under‑performing and budgets were quickly re‑weighted to the highest‑performing English creative while preserving language equity through bilingual subtitles. Agile, consensus‑based decisions preserved both efficiency and impact.

Target Audience
Primary: lifelong Saint Johners aged 30 +, many with limited day‑to‑day interaction with immigrants.
Secondary: regional employers seeking practical inclusion tools. Creative ran where these audiences gather – local arena screens, transit, community billboards, and Meta feeds for maximum relevance.

Community Collaboration
This project embodies transformative partnership. Settlement agencies sourced storytellers and ensured cultural accuracy, the City of Saint John and surrounded towns amplified reach through municipal channels, Envision Saint John contributed strategy, creative and media‑buying power. Each partner gained tangible value – the City advanced its newcomer retention strategy, agencies received professional assets otherwise unaffordable, employers obtained ready‑made DEI content and Envision delivered on its mandate to support population growth and pride of place among residents. Shared analytics and pooled staff time demonstrate how collaboration can multiply resources and improve awareness to all residents.

Sustainability
The inter‑agency task force meets quarterly to refresh assets for culture themes ie: Multiculturism Day, Pride Month, and Welcoming Week – ensuring relevance year‑round. Video, poster, and Meta ad templates are flexible and adaptable – extending shelf life. By spotlighting real neighbours who have planted roots, “Our Region, Our Home” establishes The Stories that Build our Community and provides a durable narrative of belonging that will scale as the Saint John Region grows.

Supporting Documents (2 attached):

• Campaign Videos: https://platform.crowdriff.com/m/s-Il_8-54F6LKiFq72
• Social Media Assets Static & Posters: https://platform.crowdriff.com/m/s-8kNR22EP0_sSVZJJ
• Landing Page: https://ourregionourhome.com/