You Can in Strathcona County – Ad Campaign

Advertising Campaign | Strathcona County
Abstract:

Purpose of the project
To promote the economic activity in the region; to promote local independent businesses; to promote tourism opportunities within the Strathcona County area. A solution involved creating a marketing campaign which stands out from the usual “work, live, play” which other communities adopt and represents the unique benefits of this community. YOU CAN was developed to empower everyone, both internally and externally, that you can do anything in Strathcona County. Matched with an engaging image of real local people / places, it becomes a strong call-to-action which is resonates in this community.

Effectiveness
Staff and owners of businesses are proud to be represented in the YOU CAN campaign. It is free advertising for them and also makes if more authentic. These are real people in the community and not stock photography – It creates a strong sense of pride to work here and be a part of the supportive community.

All advertising has been effective in directing readers to one of the 4 unique URL’s:
www.strathcona.ca/youcanbusiness
www.strathcona.ca/youcanindustrial
www.strathcona.ca/youcanvisit
www.strathcona.ca/youcanlive

In 2017, advertising of the YOU CAN campaign won a international Gold MarCom Award, as part of a larger integrated marketing campaign.

Challenges and changes made
No challenges experienced.

Target audience
• Local business owners
• Residents
• Tourists
• Investors

Award category specifics
Advertising examples are with the following publications: Edmonton Journal /
Sun, Sherwood Park News, Fort Saskatchewan Record, Sherwood Park & District Chamber of Commerce
Discover Guide, Invest in Alberta, Strathcona County monthly utility bill stuffer.

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