The Town of High River was looking to drive residential and business investment post-flood.
We conducted in-depth community engagement sessions and sentiment research, which uncovered the drastic difference in the internal versus external perception of the High River experience. We used these findings to strategically identify the “people-first” sentiment as our marketing differentiator, and a “Rooted in People” marketing campaign was born. The digital-centric campaign, which drove to the heart of what a prosperous community can be built on, focused on core themes including Entrepreneurship, Agriculture, Adventure, Family & Community and Arts & Culture. We told the story of High River through the eyes of the people to whom it means the most. An accompanying Signage Plan around the “Rooted in People” brand, along with a variety of supplementary economic development and community engagement tactics, created a campaign with longevity and heart that continues to capture the imagination. Outcomes included increased positive and controlled media coverage, elevated market presence and target audience awareness, as well as goodwill and civic pride from within the town. In March 2018, the Rooted in People campaign received the Business Investment and Attraction award at the Economic Developers Alberta (EDA) annual Awards of Excellence ceremony.