Choose Kenora

Advertising Campaign | City of Kenora
Abstract:

Purpose of Project and Outcomes
The Lake of the Woods Development Commission and its partners have developed strategic community tools to assist in attracting young professionals to Kenora and have created a series of information packages and testimonials about living and working in Kenora for use by the community, by employers seeking new employees and by youth relocating or returning to the community. Project partners include the Kenora and District Chamber of Commerce, Northwest Business Centre (Small Business Enterprise Centre), Harbourtown Business Improvement Zone, Kenora Young Professionals Network and Lake of the Woods Business Incentive Corporation (Community Futures Development Corporation.) Campaign materials were developed by Fifth Hammer Marketing Group and Upriver Media.

The Choose Kenora project is positioned to provide potential entrepreneurs, businesses and young professionals with current data and information about the community. The project is intended to facilitate business growth and development through the attraction of new residents, workers and businesses to the community as well as encourage youth from Kenora to stay, work and live. The project supports the three objectives of the City of Kenora’s Economic Development Plan – job creation, increased assessment and population growth. The plan outlines Kenora’s transition to a destination and lifestyle community – a destination for businesses, visitors and new residents. Key components of the campaign were the creation of a logo, development of a short video that focuses on personal and professional testimonials from young professionals living and working in Kenora and formal still images of young professionals that were used as content for the website and social media. Engagement and collaboration were key focuses of the project.

Effectiveness in Meeting Objectives
To date, the video component has 25,000 views on Facebook and has been shared over 750 times. Marketing materials have been distributed and shared with employers and employment agencies in the community. The response to the campaign and the featured candidates has been positive. Young professionals who are interested in being profiled have volunteered to be featured in the next round of material development.

Challenges and Changes Made
In order to keep content fresh and interesting, the partners plan to continue to profile young professionals and entrepreneurs that have chosen to call Kenora home. Since the launch of the Choose Kenora campaign, there has been a number of young professionals and entrepreneurs reaching out to share their stories. These individuals will act as the next round of candidates for the Choose Kenora campaign.

Target Audience
The target audience for this campaign was professionals and entrepreneurs aged 35 and younger. As such, the primary advertising avenue for this campaign was social media, more specifically, Instagram and Facebook. Both the Facebook and Instagram pages direct individuals to the website where they can find an array of information that young professionals moving to Kenora would be interested in.

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