SouthGrow Regional Initiative
SouthGrow Regional Initiative has suffered a perception problem. As south-central Alberta’s economic development alliance, SouthGrow is responsible for drawing investment into its 20 member communities located in a region that stretches from the Bow River to the US-Canada border, from the Highway 22 to east of Taber. SouthGrow needed to shift perceptions about available resources and build awareness among Alberta’s MLAs, corporate leaders, and residents that the region can sustain economic development.
tSG strategized an advertising campaign that would push business decision-makers, potential investors, and new residents to a microsite established specifically to support the advertising campaign. Additionally, tSG was tasked with creating a renewable energy toolkit website that would simplify the complex process of assessing, planning, and implementing a renewable energy project in any part of Alberta.
SouthGrow had a very limited budget for media, so tSG optimized the media buy without sacrificing reach and frequency. We used a two-layered approach: one to build brand awareness, the other to generate action with a highly targeted audience.
Built into the strategy was an ongoing measurement methodology. This provided vital feedback about how the messages were being received, which media were providing the greatest results, and what information website visitors were seeking. Additionally, we used metrics and analytics to provide a final report that gauged the overall effectiveness of the campaign so future marketing and promotional endeavours could achieve greater results with a lesser budget commitment. In the end, the project was successful in exceeding its goals. Both websites have enjoyed significantly more visits by more unique visitors than was expected.