Owen Sound will be in the working for two provincial financial advancement awards in February, including a person for its advertising and marketing and recruitment campaign that showcased a pyjama giveaway.
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The city’s Work from Residence Funds of Canada initiative has been named a finalist for an Financial Developers Council of Ontario (EDCO) Award of Excellence in the workforce progress and resident attraction (rural) class.
Brent Fisher, supervisor of group growth and advertising, claimed the target of the six-week initiative was to generate a considered-provoking marketing campaign, aimed at capitalizing on the rising craze for the duration of the COVID-19 pandemic of extra men and women becoming equipped to perform from dwelling, that also stood out as special.
“I imagine the pyjamas definitely caught the notice of a ton of folks, but the concept was to seriously stand out,” he said Monday in an interview.
“There had been some criticisms, but in the planet of marketing and advertising, you variety of have to do anything different to stand out and owning the pyjamas as a giveaway undoubtedly produced that consideration piece and produced that hook for individuals to latch onto. The item was to get interest and I imagine it undoubtedly accomplished that.”
The marketing campaign, which launched early this yr, was centered on Owen Sound’s claim to the title of the “work from house capital of Canada.”
Developed by Owen Sound-centered BC Hughes, the initiative employed social media channels to drive men and women to the web-site workfromhomecapitalofcanada.ca and involved marketing and advertising products of inhabitants, which includes Mayor Ian Boddy, going about their daily activities with organization attire on prime and pyjama pants on the bottom.
The internet site guided people by a study, which laid out good reasons why Owen Seem is “the fantastic place” to work from property, these kinds of as the “relaxed way of life,” recreational opportunities, access to healthcare, wealthy tradition, geographic spot and availability of 5G world-wide-web and mobile coverage.
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The study ended with one-way links to Owen Seem Outlook journal, community genuine estate listings, instructions to the Scenic Town and information and facts on Owen Sound’s inventive scene.
Men and women could also fill out a sort to declare the no cost jammies.
Just more than 200 pairs were available and all were being snatched up within just about a week. The metropolis adopted up with all people who loaded out a variety, regardless of irrespective of whether they obtained the jammies or not.
Fisher mentioned the campaign attained the city’s plans of building awareness of Owen Sound as a location in which folks can work from house and highlighting the city’s numerous assets.
He mentioned he’s met with men and women who have moved to Owen Sound in the course of the pandemic and observed the town has noticed a “huge uptick” in the quantity of inhabitants who are capable to function from house.
It’s hard to gauge, he reported, how much of an influence the campaign had on peoples’ choices to relocate to Owen Audio to function from house.
Owen Sound has also been named a finalist for an EDCO Award of Excellence in the organizing and strategic improvement (rural) class for the town-accredited River District Action Strategy.
The a few-yr branding and promoting approach was designed in partnership with the River District Board of Management, in consultation with River District enterprises, people and readers, Fisher claimed.
The aim, he mentioned, was to develop a “refined brand name id and tactic with clear actions and objectives that will serve as an outstanding revitalization device for the city’s main.”
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A panel of gurus in economic improvement, advertising and marketing, advertising and tourism judged submissions for the EDCO Awards of Excellence and made a list of finalists for every group.
The winners are to be declared at a ceremony on Feb. 10 in Toronto.
Boddy stated in a statement that it is an honour to have the Work from Property Money of Canada initiative and River District Motion Approach named finalists for the awards of excellence.
“It is definitely a privilege to be nominated. I would like to thank employees and the River District Board of Management for all of their really hard function as we continue to make Owen Audio a place where you want to stay and perform,” he explained.