Client: Kansas Department of Commerce
Program: University of Kansas; Master of Science in Digital & Integrated Marketing Communications
Roles: Research
Tactic & Strategy Development
Plans Book Layout & Design
As a team of graduate students, we were engaged by the Kansas Department of Commerce to support a statewide talent attraction initiative during a time of unprecedented economic growth. With the state experiencing a surge in development wins, and more open roles than qualified workers to fill them, Commerce turned to our program to develop strategies for bringing working-age talent and recent graduates to Kansas.
To allow workers to rediscover Kansas as a place to thrive, we developed five strategies to:
Reach and engage its audience
Better position Kansas’ brand
Flip the script on common misconceptions about Kansas and its inhabitants
Reintroduce Kansas as a place to build a flourishing career
Improve Kansas’ perception around diversity, equity, and inclusion
Through a combination of primary and secondary research, we discovered the need to challenge Kansas' stereotypes head-on that are causing unfavorable representations of the state among former Kansans and those with no prior Kansas association.
View the full research report here.
Strategy 1 improves Commerce’s ability to engage and reach the right target audience at the right time. Through updated SEO strategies, paid search, retargeting, and ongoing email campaigns, Commerce can create visibility to help the target audience see Kansas as a place to call home.
Strategy 2 recommends Commerce position the brand by leaning into the perception of Kansans being “Midwestern nice” to attract people to the state’s hometown feel. This omnichannel social campaign will highlight real Kansans, the state’s connection to Ted Lasso, and user-generated content.
Strategy 3 focuses on flipping the script on perceptions of Kansas as being flat, boring, and lacking attractions. Tactics include an influencer travel campaign, a Kansas “calm moments” media campaign, and an Out-Of-Home campaign highlighting unique Kansas history.
Strategy 4 aims to promote Kansas as an attractive location for career growth in unexpected industries. Tactics include creating career development opportunities for workers through a certificate program and a virtual career fair.
Our research report provided data to identify and analyze Commerce’s ideal audience through journey maps, audience journeys, and personas.