Launch of the “All In North Carolina” campaign to recruit businesses and workers in North Carolina
The North Carolina Economic Development Partnership (EDPNC) has launched a nationwide advertising campaign focused on raising awareness and choosing North Carolina as a place where diverse businesses and talent can thrive.
Entitled âAll in North Carolina,â the campaign’s central message emphasizes the vast opportunity and diversity of places, people, businesses and industries that North Carolina has to offer. This message will be conveyed to key markets of business relocation decision makers and mobile workforce talent.
The campaign’s signature video features Jaki Shelton Green, North Carolina’s first African-American Poet Laureate. Its storytelling and imagery beautifully capture the many types of people who live and work in North Carolina.
Green refers to Nobel laureates, poets and state baccalaureate degrees; its glassblowers and glass ceiling breakers; his brains and extreme sports maniacs; its dancers and position takers; and more. âAll up. Everything thrives. All in North Carolina, âshe says.
The campaign, which runs through the end of the year, relies primarily on highly targeted digital media properties to support lead generation for EDPNC’s corporate recruiting efforts. âAll In North Carolinaâ will take place via streaming video, digital signage advertising, print and social media.
The $ 2 million campaign grew out of the recognition that marketing to bring jobs and additional taxes to North Carolina should be part of the state’s COVID-19 recovery effort.
âNorth Carolina offers a very strong value proposition for companies considering relocation or expansion. And it’s recognized in the media and the site selection community, âsaid Denise Desatnick, vice president of marketing and research for EDPNC. âHowever, compared to the states with which we most often compete, our awareness and consideration among key audiences of business leaders, location consultants and mobile workforce talent is low. “
“All In North Carolina” is designed to help remedy this with its highly focused, creative and memorable messages that bring assets to life, including the state’s natural beauty, high quality of life, combination of backgrounds urban and rural, affordability, business-friendly taxation. climate, educational ecosystem, spirit of innovation, etc. The campaign strongly positions the state as the place where diverse minds connect and flourish.
âAs the pandemic emerges, we also see a great opportunity to attract new remote workers to relocate to North Carolina,â said Christopher Chung, CEO of EDPNC. “Workforce is still the top priority for companies considering relocating or expanding, so marketing to attract talent is increasingly important.”
The campaign was created by Mythic, a Charlotte-based marketing and advertising company.
About the North Carolina Economic Development Partnership
The North Carolina Economic Development Partnership (EDPNC) is a private, not-for-profit corporation that serves as the statewide economic development organization of North Carolina. Governed by an 18-member board of directors of business and industry leaders from across the state, EDPNC focuses on recruiting businesses and jobs, supporting existing industry, international trade and tourism and cinema marketing. The EDPNC, which operates under contract with the North Carolina Department of Commerce, works closely with public and private sector partners at state, regional and local levels. For more information, visit edpnc.com.
Example of an âAll In North Carolinaâ print ad