Start Something Campaign – City of Dawson Creek
Purpose of Project
This campaign aims to attract and retain new residents – particularly healthcare professionals, educators, and entrepreneurs – by showcasing Dawson Creek as a place to thrive, not just work. Through real stories of local success, it highlights the city’s affordability, supportive community, and growth opportunities.
Anchored by startyoursomething.ca, it promotes relocation through digital storytelling. Future anticipated outcomes include increased interest from healthcare workers, enhanced city image, economic growth via population gains, stronger web engagement, and boosted community pride. By positioning Dawson Creek as a place to start a career, business, or new life, the campaign supports long-term stability and vibrancy.
Effectiveness of the Project
Since launching in May 2024, the campaign has driven strong website traffic and engagement, with high click-through rates and consistent contact form submissions, especially from healthcare professionals. Targeted ads exceeded industry benchmarks, sparking inquiries about jobs, housing, schools, and community life. Unexpectedly, tourism also rose, with over $15 in tourism value generated per $1 in programmatic ad spend. Featured locals reported pride in participating, and residents shared renewed optimism. The campaign has not only reached its target audiences effectively but also boosted community morale, creating momentum for expanded outreach and positioning Dawson Creek for sustained marketing success.
Challenges & Changes Made
Early concerns arose when a local business wasn’t selected through the RFP process, leading to initial pushback. To address this, local involvement was prioritized, conducting interviews with community members and partnering with two local creative firms. We also featured a local entrepreneur in the campaign, turning tension into positive engagement. This experience highlighted the value of combining external expertise with strong local representation. Transparent communication and meaningful community inclusion proved essential. These adjustments not only resolved early concerns but also boosted campaign authenticity, local pride, and overall impact, reinforcing the importance of adaptability in community-focused initiatives.
Target Audience
The campaign targets healthcare professionals, young entrepreneurs, and families seeking career growth and lifestyle change. It highlights Dawson Creek’s affordability, opportunity, and community spirit, positioning it as a place to build a future. Storytelling and digital outreach connect emotionally and practically with those ready to “start something” new.
Campaign Approach
The Start Something campaign is intentionally promotional not just informational, designed to inspire action and emotional connection. Through real stories of residents, it fosters a sense of belonging and possibility, helping audiences envision a life in Dawson Creek. This approach is key for influencing major relocation decisions. In a competitive market for talent, especially healthcare professionals, this emotional, story-led strategy sets Dawson Creek apart, showing it as not just a place to live, but a place to grow, contribute, and truly thrive.
Keeping Sustainability in Mind
Start Something is a long-term, values-driven campaign rooted in Dawson Creek’s identity. By featuring real residents and engaging local creatives, it builds community pride and marketing capacity. Its evergreen brand and website can support future sectors, extending ROI. Beyond recruitment, it promotes lasting change – supporting population renewal, economic resilience, and healthcare access. The campaign also shows how small communities can create sustainable, high-impact marketing that inspires change both locally and beyond.
Campaign Hero Video Links
Summer Hero Video Launch: https://youtu.be/eKBTQDtQxLI
Winter Hero Video Launch: https://youtu.be/gQfR3e2foR0
