Advertising a County’s Economic Opportunity

Ulster County, New York, located just 90 miles north of New York City, offers an attractive quality of life and standard of living.  As such, local government wanted to capitalize on its special attributes by promoting itself as a great location for businesses and professionals to relocate or start a business.  The Ulster County Economic Development Alliance (UCEDA) and the Ulster County Office of Economic Development selected Raleigh Green Inc. (RGI) to be the lead agency in a two-year program to develop and manage a campaign promoting Ulster County as a great place for technology entrepreneurs and other small businesses and professionals to live and work.  The initial campaign targeted the metro New York City region, especially given Ulster County’s growing second-home market for city residents.

A strategic review of the county’s most compelling selling points was conducted, summarized as:  lower costs, close proximity to major markets including NYC, strong community connections, gorgeous landscapes, charming towns and villages, four-season recreation, great local colleges and educational resources, abundant farm-to-table food options, thriving arts and culture community, strong environmental stewardship, and energetic tech community.   In particular, Ulster County represents an appealing location for those seeking a sustainable work/life balance.  RGI saw an opportunity to promote Ulster as a perfect place for New Yorkers to:  operate their business and profession via networked environments, tap into local resources for support as needed, and still have convenient access to critical markets.  To promote the Ulster opportunity, RGI coined the slogan “Do Business Differently in Ulster County” as a way to express Ulster’s progressive work/life balance proposition.

Raleigh Green Inc. created, coordinated and implemented a successful campaign, supported by an assembled team of local businesses, professionals, the Ulster County Office of Economic Development, and various organizations including several local Chambers of Commerce and Hudson Valley Tech Meet-Up.  The campaign includes a comprehensive suite of features, such as websites (e.g. www.UlsterForBusiness.com), videos, social media, print, email, event marketing, sponsorships, press coverage, and a special day-long ‘red carpet tour’ of Ulster County for New York-based tech entrepreneurs.  The campaign not only resulted in considerable elevated levels of visibility and interest in Ulster County, but has lead to business and personal investments by tech entrepreneurs and others in Ulster, and an increased recognition of Ulster as a special place for those seeking a sustainable, economically-viable  place to conduct and do business.

Visit the campaign’s main website at www.UlsterForBusiness.com for more information, videos and exhibits showcasing the campaign.

Sample Work for Ulster County ‘Do Business Differently’ Campaign by RGI

This entry was posted in advertising, Advertising, brand strategy, Branding, Economic Development Advertising, economic development New York, event marketing, government brand, New York branding, promotions, Raleigh Green, sustainability advertising, Ulster County and tagged , , , , , , , . Bookmark the permalink.

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