Revitalizing the Connector Program in Southeast New Brunswick: A Strategic Marketing Initiative

In 2024, the Southeast Regional Service Commission’s Economic Development team faced a challenge: the Connector Program, once a promising tool to integrate newcomers and graduates into the regional workforce, had lost visibility and momentum. The program connects “Connectees” (unemployed/underemployed newcomers, immigrants, and recent graduates) with experienced professionals, “Connectors”, to expand networks, boost retention, and build belonging. The goal was bold: transform the program from an overlooked initiative into a dynamic, high-visibility talent attraction and retention engine.

A comprehensive marketing overhaul was launched to breathe new life into the Connector brand and engagement strategy. Key tactics included:

• Brand Identity Refresh: A bold new logo gave the program a professional, cohesive look, increasing recognizability and credibility.
• #IAmAConnector Activation: Custom photo signs were introduced at events, creating a sense of pride and buzz while increasing shareability on social media.
• Influencer-Led Promotion: Local LinkedIn influencers were enlisted as organic ambassadors. By sharing stories, tagging participants, and posting engaging content, these champions humanized the program and dramatically extended its online reach.
• Social Media Strategy: Consistent, visually-driven storytelling kept the program top of mind. Posts were curated and amplified through Southeast RSC-ED’s official channels to build brand depth and engagement.
• Community-Centric Narrative: Instead of generic promotion, the campaign centered on real people and success stories, creating emotional resonance and reinforcing the impact of participation.

The impact was immediate and profound.

• Connectee Growth: 466 Connectees joined in 2024—351% more than projected.
• Connector Growth: From just 33 in May to 155 by December—a 310% increase.
• Match Rate: Matches exceeded original targets by 165%.
• Website Traffic: The Connector page became the most visited section, with 4,797 hits in 12 months, more than double the prior year.
• Social Engagement: The hashtag #ConnectorCommunity was used over 150 times on LinkedIn, building a recognizable and active online presence.

By repositioning the Connector Program as a community-driven movement, not just a service, the Southeast RSC-ED transformed it into a living brand powered by real connections and collective storytelling. The campaign reignited interest, rebuilt trust, and turned passive audiences into passionate advocates.

This momentum is self-reinforcing. Connectors now actively refer others, success stories continue to drive online engagement, and the program’s inclusive, human-centered model ensures lasting relevance. It’s not just marketing—it’s movement-building. The Connector Program’s revitalized strategy offers a replicable model for rural and mid-sized regions aiming to retain skilled talent through authentic community engagement.