City refines marketing campaign to high-tech workers
Problem:
A major city in the Northeast was looking for a way to promote itself as a "high-tech mecca" to attract experienced technology workers to fill jobs in its growing technology sector. A public relations and advertising campaign had been designed for this promotion, but the campaign planners wanted to test elements of the promotion prior to roll-out (including the basic concept, potential website name, etc.).
What We Did:
Public Opinion Strategies has long been adept at interviewing hard-to-reach audiences, such as the target audience in this case of high-tech workers. We designed a random sample of high-tech workers and other titled workers at technology companies who we then interviewed. As a result of the survey, we advised the client to take a second look at several elements of their planned advertising campaign, since the data showed that there were some significant perceptual problems. The study also allowed us to make specific recommendations on messaging, based on data that emerged during the interviews.
The Result:
Prior to investing several million dollars in an advertising campaign to attract their target audience, the client was able to re-design some elements of the plan, improve reaction to the campaign among the chief funders of the project, and better understand the best way to communicate their message to potential workers.
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