Iowa Lakes Corridor 5x5 Campaign
The population of rural northwest Iowa grew between 1850 and 1950, but has been flat to falling since. Iowa Lakes Corridor Development Corporation is taking a leadership role in building public-private partnerships needed to plan and executing the Five by Five (5x5) Campaign, an effort to reverse this chronic population loss and drive a 5% increase in population over a 5 year period of time, 2017 – 2021.
Step 1: Conduct detailed interviews with at least 70 Presidents / General Managers of major employers in the Corridor region; identify which companies are expecting to grow over the next 5 years. Timeframe 1st and 2nd quarter 2016.
Step 2: Conduct interviews with HR Directors of all major employers expecting to grow over the next 5 years to determine the types of positions needed and the preferred profiles of individuals desired to fill these positions. Secure commitments from employers to participate including willingness to share needed outcome (interview, offer, hire) data in real-time. Timeframe 3rd and 4th quarter 2016.
Step 3: Recruit Citizen Community Champions to participate in assisting with direct marketing and social media efforts. Develop needed preliminary information management system to enable coordination of messaging and resulting communications from candidates. Timeframe 3rd and 4th quarter 2016.
Step 4: Select three widely-needed positions to target to fill, and geodemographic segments of candidates to fill these positions. Develop initial creative media elements (including email copy & photography, 60 second digital videos, white papers, web pages…) needed for campaign to target candidates, build awareness and drive call to action. 4th quarter 2016 and 1st quarter 2017.
Example: Target 18 - 25 year olds in rural IA, MN, NE, SD for entry level manufacturing positions.
Example: Target 30 - 45 year olds rotating out of military service for healthcare positions.
Step 5: Deploy initial direct marketing and social media efforts empowered by Citizen Community Champions; support direct marketing and social media efforts with targeted digital advertising. Timeframe 1st and 2nd quarter 2017.
Step 6: Measure efforts and outcomes of initial three target efforts; assess efficacy of program, iterate methods to improve. Timeframe 2nd and 3rd quarter 2017
Step 7: Identify additional positions to target and additional geodemographic segments of candidates to target. Develop and deploy needed support media. Timeframe 3rd and 4th quarter 2017, all of 2018.