Client: Greater Oklahoma City Chamber (Oklahoma City, OK)
Campaign: Oklahoma City Image Campaign
Duration: March 28 – October 30
Every two years, the Greater Oklahoma City Chamber commissions a national benchmark perception survey. In 2010, only 26% ranked Oklahoma City as an 8, 9, or 10 as a place to live or do business.
Strategy: The chamber focused PR efforts on increasing that percentage by August 2011 post-testing using through print and online efforts to engage companies looking to expand business and Oklahoma City citizens to spread a positive message about what it has to offer.
Tactics: The chamber focused on the West Coast due to its rising cost of business. “We felt they might be more open to our message,” says Cynthia Reid, vice president of marketing and communications at the chamber. Bi-weekly ads ran in business outlets such as Chief Executive Magazine, CEO.com, and the West Coast edition of the Wall Street Journal, each focusing on a single business advantage or quality-of-life factor in Oklahoma City.
The chamber launched http://www.greaterokc.tv, a video-driven website containing promotional content regarding aspects of the city that scored negatively in the survey, such as nightlife, business and job climate, quality of life, and education. The chamber also launched VeloCity, a digital magazine updated twice a year with in-depth city highlights. Reid, chamber president Roy Williams, and the city's Mayor Mick Cornett gave nearly 30 speeches in a three-month period to promote the online tools.
Results: By October 30, the website and VeloCity had received nearly 15,000 visitors combined. Post-test results showed that of those who had seen the campaign, the percentage ranking Oklahoma City as an 8, 9 or 10 increased from 26 percent to 52 percent.
Future: “We're working on a 30-second commercial to drive people to VeloCity and to the channel,” explains Reid. That spot will be aired locally throughout 2012. “We could very likely be back at this next year with a different twist.”