Wisconsin makes pitch to young Chicagoans
Seeking to lure bright young Chicagoans to Wisconsin, the state’s economic development agency on Tuesday unveiled a slick marketing campaign deployed through technology both new (social media platforms such as Instagram) and old (the Windy City’s venerable “L”).
The $1 million effort will extend through June 30 and, it is hoped, persuade young professionals south of the state line that their future lies in Wisconsin.
Emphasizing such Badger State attributes as shorter commutes, lower cost of living and an array of recreational and cultural opportunities, the campaign is aimed at providing the workforce talent employers here say they need.
“This effort has been in development for almost two years,” said Tricia Braun, deputy secretary and chief operating officer of the Wisconsin Economic Development Corp., which launched the campaign.
That means it wasn’t sparked by the needs of Foxconn Technology Group and its plans to build a huge electronics manufacturing complex in Racine County.
Rather, it springs in part from the conviction that, as Braun put it, “people are the new currency” in driving economic growth.
Regions across the country are promoting themselves as a way to attract talent, and the WEDC felt it was time for Wisconsin to undertake a statewide effort.
In doing that, the agency is out to change perceptions of Wisconsin that, for many people, are none too flattering.
One example: When nonresidents were surveyed about what images come to mind when they think about Wisconsin, the most frequent response, by a good margin, was “cheese.” Second was “Packers,” followed by “cold winter.” “Beautiful lakes” and “natural beauty” made the list, but in significantly smaller numbers.
As part of the effort to put the state’s best foot forward, the WEDC also revamped its InWisconsin.com website, peppering it with glossy images of the best of Wisconsin, motion graphics touting the state’s high rankings on various desirable characteristics, and a wealth of information on careers, key industries, and doing business here.
The six-month marketing campaign will be heavily digital. Roughly $600,000 is budgeted for such things as sponsored posts on Instagram and Facebook, ads on Pandora and YouTube, pay-per-click advertising on Google and Bing, and advertising on popular mobile apps that will be geographically and demographically targeted to young adults in the Chicago area.
But the WEDC isn’t forsaking the physical world. The campaign also budgets $147,000 for nontraditional advertising on posters at downtown Chicago health clubs and coasters in downtown restaurants and bars.
And, there are the L trains: The WEDC is wrapping the outside of seven cars with Wisconsin-centric advertising and filling the insides of eight others with the same.
“So everywhere you look in that car is our message,” said Kelly Lietz, the WEDC’s vice president for marketing and brand strategy.
No word yet on how that’s going down in Bear country.