Vermont Workforce Development Initiative

Build and implement a micro-marketing plan for the Vermont Workforce Development Initiative, a campaign focusing on relocating to Vermont’s Northeast Kingdom.

Sullivan Creative was contracted by the Northern Community Investment Corporation (NCIC) to assist in the Vermont Workforce Development Initiative. The Northeast Kingdom, although rural, boasts a bounty of both professional and personal opportunities. It was the job of Sullivan Creative to highlight these assets and opportunities and use them as key features of the marketing campaign.

Burke, VT

During this two-month contract, Sullivan Creative built and implemented a micro-marketing digital marketing plan using the campaign theme “Thrive in Vermont’s Northeast Kingdom.” The marketing plan consisted of paid social media (Facebook and LinkedIn), Google Ads, Vermont Public Radio, and digital ads with the New York Times, Boston Globe Media, and the Military Times Network.

VT Workforce ads on the NY Times website
Web ads for VT Workforce

The Vermont Workforce Development Initiative had taken steps to produce a series of videos and photographs for the campaign, which we utilized to create a short video and series of display ads for various platforms. A dedicated landing page on NCIC’s website was also built to track the results of the campaign. From August 1 – September 30, 2022 (the duration of the campaign), the landing page saw over 25,000 page views, with top geolocations being in Massachusetts, New York, and California.

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