Messaging
The power of deliberate, and purposeful wordsmithing is central to my process of crafting compelling stories that evoke emotions and drive engagement. Understanding your target audience is key to impactful messaging. By pushing the boundaries of conventionality, I ensure that my projects stand out from traditional public sector communications.
April 2024- City of Ontario
Ad Campaign:
Vibrant City Seeks Long-Term Partner
CAMPAIGN OBJECTIVES
AWARENESS
Draw attention to Ontario, our major projects and the City’s unparalleled leadership in economic development
REACH KEY
AUDIENCES
Reach ICSC attendees, site selectors, brokers, developers, investors, corporate decision makers and prospective businesses
DRIVE TRAFFIC
Drive traffic to the OntarioThinksBusiness website, and to the Ontario ICSC booth.
SPARK LEADS
Generate leads and spark interest in Ontario, resulting in ICSC appointment requests and other contacts
INITIAL CAMPAIGN OUTCOME
Over 2000% increase in traffic to OntarioThinksBusiness.com during the first week of ad run.
Continuing with the “personal ad” style messaging, this line creates a subtle nexus between the previous ad campaign “The Future is Ontario."
This playful yet professional take on a “personal classified ad” is eye-catching and fun. It sets Ontario apart from other City’s traditional ads that utilize played out terminology (i.e. elevate, grow, opportunity, live, work, play, etc.). The headline strongly aligns with the ad objective .
HEADLINE
SUB-HEADLINE
The "personal ad" language continues by listing qualities that will appeal to the target audience while demonstrating the City’s commitment to economic development in tangible and compelling way.
BODY COPY
CALL TO ACTION
A clear invitation to visit the Ontario booth or schedule an appointment.