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CABRAL Creative Wins Two “Best In Show” & Silver At National & International Creative Shows

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July 1, 2015 4:23 pm
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INB Case Study

2014 International Economic Development Council (IEDC) Excellence In Economic Development:

Silver Award, Brand Campaign: “Where Business Comes, Naturally”

 2014 Economic Developers Association of Canada (EDAC) Marketing Awards”

Best In Show: Best In Show Promotional Items: InvestNB Bobbleheads & Gum

Best In Show: Best In Show Website: “Where Business Comes, Naturally”

Case Study:

 

Purpose:

Invest NB is the government agency responsible for attracting foreign direct investment in the province of New Brunswick. Research with potential clients indicated low awareness of New Brunswick as a location for economic development. Invest NB developed a new branding strategy to communicate the province’s value propositions. Key to the strategy’s success was deploying unexpected ideas that leave an impression and say New Brunswick is “Where business comes, naturally”.

 

Research also showed that a skilled workforce was a key consideration for prospective clients choosing a location for expansion or relocation. This insight along with the inherent strengths of its workforce, led to the design of unique “spokespeople” to represent the province’s workforce in each of its key target sectors.

 

Invest NB deployed the unusual campaign with unique promotional items including chewing gum and sector-specific direct mail campaigns.

1. Chewing Gum – created specifically for Investment Officers to hand out at trade shows, conferences and events, the chewing gum packs are unique in that they are able to communicate the brand message using the sector specific spokesperson.

2. Direct Mail – Bobblehead figures of each spokesperson were hand sculpted to be a perfect 3D recreation and mailed to prospective clients in custom designed packaging along with a sector-specific brochure. The objective of this tactic was to address one of the most persistent challenges Invest NB’s Investment Officers faced – the overwhelming majority of prospects and decision makers have never heard of New Brunswick, Canada or its advantages for business expansion or relocation.

 

Impact:

The overall measure of success from the direct mail campaigns was the number of meetings investment attraction officers booked with prospects who had received the direct mail and the video. Typically direct-mail programs see no more than a 5% response rate. However, Invest NB saw a 26% response rate for its insurance sector bobblehead mail-out, with a “cost per qualified lead” 42% lower than the agency’s established baseline figure. The combined response rate for all mail-outs in the program currently stands at just under 11%.

 

Based on feedback captured by Investment Officers, the bobbleheads also had a major impact on prospects’ awareness. When follow-up calls were made, virtually all prospects were aware of New Brunswick, Canada and recalled the bobblehead, indicating they were expecting the call.

 

The bobbleheads were so unique that, once opened by the prospect’s secretary or EA, they were often ‘walked into’ the prospect’s office and shared amongst others in the company. Also, several individuals who received the package took the time to locate the best person for the Investment Officer to speak with and provided them with their contact information. Along with generating awareness, this tactic directly resulted in more conversations with prospects.

 

Insurance-GumPacks-PR

 

Abstract:

 

Purpose:

 

Invest NB is the government agency responsible for attracting foreign direct investment in the province of New Brunswick. Research with potential clients indicated low awareness of New Brunswick as a location for economic development. Invest NB developed a new branding strategy to communicate the province’s value propositions. Key to the strategy’s success was deploying unexpected ideas that leave an impression and say New Brunswick is “Where business comes, naturally”.

Research also showed that a skilled workforce was a key consideration for prospective clients choosing a location for expansion or relocation. This insight along with the inherent strengths of its workforce, led to the design of unique “spokespeople” to represent the province’s workforce in each of its key target sectors.

Invest NB’s website was designed to extend the new brand on the web while providing prospective clients with access to the digital information they needed. An extensive review of FDI and IPA websites found a great deal of similarity in their designs and graphic content, so InvestNB.ca made an impression on visitors by being unique.

The overall goal of the site was to generate qualified leads and have potential clients contact an Investment Officer. The target audience is C-level decision makers and site selectors/researchers. The objective was to create a memorable and unique site without sacrificing usability. The user experience was intended to reflect the Invest NB client experience: efficient, straightforward access to concise information and personal, friendly service. The website must bilingual per Government of New Brunswick Official Languages Act.

The site was completely redeveloped and migrated to the WordPress CMS platform for easy in house updating and management. The focus was to develop a small number of templates with consistent elements (e.g. home page, internal page, landing page for campaigns and specific audiences/sectors). Simultaneously, editorial calendars and plans for social media, content, digital and traditional marketing and sales efforts were developed.

Impact:

Using historical website traffic, Invest NB established a baseline target of 9,000 unique visits to its website during the 2013/14 fiscal year. The new website exceeded this goal, generating over 14,000 unique visits (36% year over year in unique visits following the brand launch).

Invest NB launched its new blog site in August 2014 and is promoting blogs through its Twitter handles @investnb/@investirnb through its LinkedIn group, both channels experiencing significant growth in followers since the brand launch.

With new trends in digital marketing popping up everyday it is important that agencies stay focused on their strengths and develop tools that leverage them. InvestNB.ca was designed to reduce the steps prospective clients took before contacting an Investment Officer.

 

 


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