Abstract:
The purpose of the promotional package project was to introduce Strathcona County’s new investment attraction website to key decision makers, investors, and site selection agencies, as well as to increase location/brand awareness. Staff attended industry conferences to connect and built relationships with key decision makers. Then as a follow-up, a personalized box was shipped to them to further the awareness of Strathcona County.
The promotional packages had several goals;
With a clear call-to-action on the box, all print collateral, and key promotional items within, brought awareness about our jurisdiction’s value proposition, enticing investment to Strathcona County, Alberta, Canada. It also provided attention to a few local businesses and the products they produce.
Effectiveness:
The impact of this project has been positive from multiple standpoints. The businesses which have been included in each box are excited to hear that they are representing Strathcona County, and for the opportunity of new business – this municipal support furthers economic development in the community. The other aspect of impact comes from those who receive the package. Written thanks were received stating that the gifts were appreciated and provided them with good insight into the local economy. In the American market, where Strathcona County is not known, doing this put the Strathcona County on the map. There was a 30% follow-up rate upon receipt of packages.
Challenges:
The only obstacle with this project was cross-border shipping of food products. The obstacle was overcome by identifying with the shipper the package contents.
Target Audiences:
Investors and site selectors located in Canada and the USA.
Other Specifics:
Creativity stems from the sourcing of local producers that are contained in the box. It is an excellent reflection that Strathcona County stands behind and supports local entrepreneurs, big or small, through promoting them to an international audience. To those that receive these bespoke boxes, it proves that the Strathcona County municipality is a supportive environment for business and the perfect place to invest in. The packaging itself confirms that your next best decision to visit, invest, build, and grow is in Strathcona County – selectstrathcona.com.
Content included additional printed collateral of the growing industries in Strathcona County: agriculture and food https://selectstrathcona.com/wp-content/uploads/2024/04/strathcona_county_agribusiness_sector.pdf, supply chain and logistics https://selectstrathcona.com/wp-content/uploads/2023/11/strathcona_county_supply_chain_logistics_sector.pdf, advance manufacturing https://selectstrathcona.com/wp-content/uploads/2023/11/strathcona_county_advanced_manaufacturing_sector.pdf, and hydrogen and petrochemicals https://selectstrathcona.com/wp-content/uploads/2023/11/strathcona_county_advanced_manaufacturing_sector.pdf, as well as a personalized letter, and business card. Other content from local producers included, cookie mix, soap, chocolate, socks, coffee, and more.
Sustainability:
This project is a perfect example of what economic development is – being supportive and promoting local businesses to a wider audience, in attracting other businesses and investors to grow their success here. Being mindful of that community is built by a series of businesses, from home-based to large, brings sustainably to the region.