Guiding Principles
- Looking for creative, innovative and leading edge approaches to gain attention for and position community
- Leverage the research, public consultation, and information collection that have already been completed through prior engagements.
Target Audience
- General attraction messaging encouraging people to choose High River – with an emphasis on working age people/young families and millennials
- Growth-focused entrepreneurs
- Investors – business expansion, relocations, franchises, developers
- Audiences and related messages will get more refined in year 2 and 3
Scope
- Strategy development
- Key messaging around flood experience
- Media relations strategy and tactical plan
- Campaign design
- Creative development
- Tactical campaign execution strategy with corresponding budget
- Content design
- Brand identity measurement
- Website redesign
- Digital/social media presence, strategy and tactical implementation plan
- Project Management of media buys
- Keep a view to consistent messaging with partner campaigns and tools – Calgary Regional Partnership, Cool Little Towns, RISE
They want to be in the market as fast as possible for:
- Public relations strategy around the 3rd anniversary of the flood.
- Image building an attraction focused campaign; the target audience is working age (millennials/young families) and entrepreneurs - invite people to experience the possibility – capitalize on the visitor season.
- Economic Development Marketing Strategy – the objective is to build image and reputation as a business friendly community, where your investment will be safe and grow. The target audiences are entrepreneurial minded people who are looking to make an investment and the investment community.
- Envisioning integrated print and digital execution pieces including a new website presence, recommendations around our social media presence, multi-media presentations – we are open to all ideas.
- Overall brand refresh and 2 year attraction campaign – taking/incorporating learning from other studies completed as well as anything we put in-market in 2016.
