Challenge
In the 1990s, Campbell River’s economic dependence on Fletcher Challenge began to decline. The District needed to reinvent itself as a location for business investment to ensure a healthy economic future. The mandate was to create an investment package and promotional campaign that succinctly communicated the benefits of doing business in this area.
Action
The strategy development was complex and involved focus groups to uncover what would appeal to potential business investors. With the feedback, NextPhase developed a campaign that focused on positioning Campbell River as "A Natural Home for Business."
Results
The results of the program included communications materials that helped increase industry awareness by 50%. Said Patrick Marshall, Director of the Economic Development Commission of Campbell River, “Please pass on my compliments to your team and advise them that their work received acknowledgement by the Economic Development Association in Fredericton last week. Both the investment package and advertising program won awards. Campbell River has never received any acknowledgement for this type of work in the past.”
