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TELL SOMEBODY
Edmonton Economic Development - Secondary Immigration Viral Campaign
The Challenge
How do you create a program that will make secondary immigrants aware of Edmonton, Alberta, Canada, have them spread the word to friends and family, and have them consider moving to Edmonton? This was the primary task at hand for domestic markets across Canada.
The Solution
Donovan Creative conducted extensive secondary immigration research in cooperation with Edmonton Economic Development Corporation and Porter Novelli In Vancouver and Toronto. We established the key segments moving to the Greater Edmonton Region, and further established the most relevant ‘job types’ that EEDC wanted to attract.
The Result
The result of our secondary immigration consultation was to establish the baseline research that led to our creative campaign – ‘Tell Somebody’. From our research we concluded that an online, viral marketing campaign would be the most effective, and cost effective, way to reach secondary immigrants living in Vancouver, Calgary, Toronto, and Montreal, which were our primary target markets. The campaign was supported by some direct mail, point of sale display, and newspaper display advertising.
EEDC is now implementing a Phase 2, year two program based on the success of the first year.
Tasks
• Research, assessment, recommendations
• Marketing planning & execution
• Campaign development & execution
• Key message development
• Project management
• Creative development & distribution
• Web, interactive, and database development
• E-marketing
• Project measurement
