Client: Gilmore Foundation
A strategic area branding campaign turns the tide on a talent attraction crisis that hits home.
The Gilmore Foundation partnered with us to address a critical workforce shortage across all of the Greater Peoria region. We love where we live, and fired up to take work above and beyond. The result has been a multi-faceted, dynamic awareness and messaging campaign called the ‘Choose Greater Peoria’ initiative.
  • Community Outreach
  • Content Strategy
  • Creative Activation
  • Motion Media
  • Analytics

Challenge

A community as a client
We began by conducting a massive learning effort to help us get business leaders aligned and identify how to approach this challenge. From this we drew three primary focus areas we planned to act on: 1) talent recruitment; 2) area branding; and 3) internal messaging.

Solution

Daring to be ‘greater’ and messaging from inside, out

Our core team devised an over-arching brand strategy, pulling together several of our service lines, and the ‘Choose Greater’ campaign was born. We then launched a full marketing array, plus additional assets to help streamline the endeavor, with plenty of room to expand.

But our goals grew beyond a campaign. To generate local interest, we leveraged ambassadors and recruited real residents for testimonials. We launched a campaign adaptation – ‘There’s More* Here’ – further establishing the Greater Peoria brand position by unveiling unique insights about the place we call home.

Outcome

The makings of a movement

Not only did this effort surpass year-one hiring targets, but the movement also coordinated more than 25+ business and city leaders to lay the foundation for an economic development engine. This initiative will bring new awareness and momentum to our region for years to come.

This work has been a true partnership, where collaboration and storytelling were key in shining a light on Greater Peoria, a community we all love. Together, we’re excited to keep building momentum and highlighting all the great things happening right here in our backyard.
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