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Funding sought for marketing campaign [The News-Gazette, Champaign-Urbana, Ill.](News-Gazette (Champaign-Urbana, IL) Via Acquire Media NewsEdge) Oct. 21--CHAMPAIGN _ A marketing campaign to persuade prospective employees to move to Champaign-Urbana could get underway in a few months if backers can find a way to cover the $100,000 cost. Already, extensive groundwork has been done on the campaign, which would use advertising, a website, video, social media and public relations to make the point that Champaign-Urbana is an attractive place to live and work. The campaign uses the theme "You're Welcome" to emphasize that Champaign-Urbana came up with innovations the world can be thankful for _ and to communicate that people are welcome to enjoy the local thriving arts and music scene and the low cost of living. Laura Frerichs, director of the University of Illinois Research Park, and Jill Guth, director of commercial leasing and marketing for JSM Development, worked with a community group and local tech companies to put together the marketing strategy. They hired Elasticity, a St. Louis-based public relations firm, to help with the concept. The aim was to brand Champaign-Urbana as "a hotbed of innovation and diversity" and to attract top technical talent and companies. The campaign, which will be targeted at tech professionals, is expected to run three months, beginning Jan. 15, 2015, and to be featured on tech sites, such as PCWorld, Macworld and TechHive and regional sites such as the San Francisco Chronicle, Chicago Tribune, The Texas Tribune, BostonHerald.com and The Mercury News, which bills itself as "the newspaper of Silicon Valley." The campaign would also use billboards in select markets. Frerichs said organizers have discussed the idea of using Nick Offerman, who plays Ron Swanson on NBC's "Parks and Recreation," in the campaign and have had preliminary discussions with his agent. The University of Illinois Research Park Board of Managers has approved $50,000 for the campaign, assuming a $50,000 match from the community. Guth said work has already begun on raising $25,000 from private donors, with the hope that the Champaign County Economic Development Corp. can match that with an additional $25,000. The economic development group's board of directors made no commitment Wednesday, referring the matter to its finance committee. But board members were enthusiastic about the plan outlined by Frerichs, Guth and Carly McCrory, the economic development group's communications director. "That rocked," said Mike Royse of One Main Development. Urbana Alderwoman Diane Marlin called the plan "terrific," EDC Chair Lori Gold Patterson termed it "an exceptional job" and Seamus Reilly of Parkland College said it was "the best thing I've seen here since I've been in this organization." The campaign would use both traditional and digital media to drive traffic to a campaign website _ called UareWelcome.com _ where people could watch videos showcasing local innovation; learn about local tech employers and points of contact; and find out about culture, diversity and quality of life in Champaign-Urbana. They could also see infographics comparing Champaign-Urbana with other communities in terms of innovation. "The campaign enables CU to 'beat its chest' and show some moxie," stated one slide that was part of the presentation. "It's this bravado that will enable the campaign to stand out from the crowd." Marlin said she hoped the campaign will be used not only to attract talent from elsewhere, but also to help retain UI students as long-term members of the community. Frerichs reminded the economic development group that health care and science and technology have been identified as the best prospects for local job growth in the years ahead. She also cited a UI-commissioned study that recommended concentrating on three economic clusters: bioengineering/biomedicine/bioinformatics; data analytics and management/computing; and energy. ___ (c)2014 The News-Gazette (Champaign, Ill.) Visit The News-Gazette (Champaign, Ill.) at www.news-gazette.com Distributed by MCT Information Services |