Statement of Work:
The Live, Work and Grow in the Annapolis Valley campaign is a joint initiative between the Valley Regional Enterprise Network (Valley REN) and the Valley Business Leaders’ Initiative (VBLI) encouraging people to live and do business in the Annapolis Valley. RDM was asked to create a brand identity and manage a multi-faceted traditional and digital marketing campaign that would encourage individuals and businesses from all over the world to live and invest in the Annapolis Valley.
RDM created a unique brand identity for the Live, Work and Grow campaign by selecting the campaign colors and font, crafting the campaign name (Live, Work and Grow) and tagline (live, work and grow with us in the Annapolis Valley) and designing campaign logos, graphics and a four page digital brochure that further expands on the meaning behind the brand name. Additionally, a 30-second television commercial was produced by RDM that was shared on air and digitally across the country. In order to attract awareness, RDM created dedicated social media accounts and launched an integrated and extensive digital marketing campaign.
Digital Marketing Campaign:
RDM was asked to create a landing page that would entice the target audience into downloading a digital brochure containing additional information on living and working in the Annapolis Valley. Once a user arrives on the landing page, they are prompted to fill out a contact form. After completing this form, the user is able to download the digital brochure and their contact information (only if they opted to receive future communications to remain compliant with Canada's anti-spam regulations) is automatically sent to the CRM. Several channels were used to drive traffic to the landing page in order to generate relevant leads; some of these included Social Media, the Search & Display Network, and Television. A dedicated sales team manages these leads.