Using Audience Targeting and Paid Media to Transform the Future of Our Region

Our Lead Gen and SEM Marketing Campaigns Help the Northeast Indiana Regional Partnership Drive Local Economic Development

The Ask

For years, we’ve worked with the Northeast Indiana Regional Partnership (NEIRP) to deliver strategy and planning direction, website strategy and design, and paid media activation and management that support the economic development and talent attraction initiatives of this regional nonprofit.

Recently, NEIRP came to [B]RIGHT Brand Performance Group with a two-pronged ask: help them attract businesses that are scouting for new sites and attract a 21st-century workforce that will make the region even more desirable to those site selectors.

Our Solution

In order to promote the Northeast Indiana region to site selectors, we utilized our New Business Development framework, a multichannel lead generation program that combines traditional lead-gen tactics with new digital tools, automated efficiency, and targeted media activations. This program allowed NEIRP to identify the right site selectors, communicate the advantages of doing business in Northeast Indiana on the right channels, and ultimately identify a scalable cost per lead.

Parallel to this business development effort, [B]RIGHT Brand Performance Group also drove professional and skilled workers to the NEIRP website using a highly targeted SEM and YouTube campaign. We identified the four closest DMAs with the largest pools of relevant workers, based on migratory data, and then we designed a keyword strategy, including contextual and engagement-focused retargeting, and a tactical, multichannel social media campaign that used job title, function, company name, and other hyper-targeting attributes. We also deployed YouTube videos to drive awareness and interest and to generate a pool of retargeting options. All this took place in a rapid four-week activation, to serve as a test for identifying the efficacy of channel and messaging, while also identifying a scalable Cost Per Lead.

As with our New Business Development framework, our SEM campaign was focused on precise attribution, making sure that we provided NEIRP with honest and transparent performance reports that tracked the efficacy and ROI of their marketing dollars.

KEY PERFORMANCE INDICATORS

Media performance