Southern Alberta Investment & Trade Initiative

Purpose of Project: The Southern Alberta Investment & Trade Initiative (SAITI) represents a strategic collaboration between Economic Development Lethbridge, Lethbridge County, AB SouthWest, and SouthGrow Regional Initiative. Launched in 2022, the primary purpose of this project was to position Southern Alberta as a prime destination for business development and investment on a global scale. By leveraging grant funding, SAITI aimed to create a comprehensive marketing campaign that would increase awareness and highlight the region’s competitive advantages. The anticipated outcomes included higher engagement with target audiences, increased website traffic, and ultimately attracting new businesses and investments to Southern Alberta.

Effectiveness / Meeting Objectives: SAITI’s marketing campaign has demonstrated significant effectiveness in meeting its objectives. From 2022 to 2023, the campaign garnered over 20 million views globally. The 2023 leg of the campaign, informed by insights from the previous year, saw a 400% increase in impressions. This phase achieved 46,000 clicks (a fourfold increase from the prior year) and 11,000 unique website visits (tenfold increase from the prior year). By refining ad content and focusing on four key categories—Sustainable Production, Emerging Technology, Top-Notch Infrastructure, and High-Functioning Value Chain—the campaign achieved higher engagement rates and reduced costs simultaneously.

Challenges & Changes Made: Throughout its implementation, the SAITI campaign faced several challenges, including adapting to rapidly changing market dynamics and ensuring the message resonated with a diverse global audience. To address these challenges, SAITI continuously analyzed performance metrics and audience feedback. Key changes included updating ad content to reflect the most engaging themes, optimizing ad placements across various digital platforms, and enhancing the visual and textual appeal of marketing materials. These adjustments were instrumental in improving the overall performance and effectiveness of the campaign.

Target Audience: The primary target audience for the SAITI campaign included business leaders, investors, and decision-makers from various industries seeking expansion opportunities. Demographically, the campaign targeted a global audience, particularly in Western Europe and the United States, with a particular focus on with high potential for investment in sustainable production, emerging technology, infrastructure development, and value chain optimization. The audience also included entrepreneurs, industry experts, and stakeholders in economic development.

Sustainability: Sustainability is at the core of the SAITI project, both in its execution and long-term impact. The campaign promotes Southern Alberta’s commitment to sustainable production practices, positioning the region as a leader in environmentally responsible business development. Additionally, the focus on emerging technologies and top-notch infrastructure underscores the region’s dedication to innovation and long-term growth. By highlighting these aspects, SAITI aims to attract businesses that prioritize sustainability, thereby fostering a community that thrives on mindful and responsible growth. The project itself was designed with sustainability in mind, utilizing efficient digital marketing strategies that minimize environmental impact while maximizing reach and effectiveness.

Conclusion: The Southern Alberta Investment & Trade Initiative stands as a testament to the power of regional collaboration and strategic marketing. Through its innovative campaign, SAITI has effectively positioned Southern Alberta as a competitive and attractive destination for business and investment. By addressing challenges head-on, adapting to feedback, and maintaining a strong focus on sustainability, SAITI has not only met but exceeded its objectives, paving the way for continued economic growth and development in the region.