A couple weeks ago, Molly and I were with our client in Halifax, Nova Scotia. One of the table topics among their stakeholders was the province’s recent ”Come Back Home to Nova Scotia” campaign. The provincial leader(s) had this message plastered on billboards in the West, the region that’s attracting many young Canadian professionals. The intent is excellent. The execution is all wrong:
- It sends the wrong message to talented people who are not from Nova Scotia. By broadcasting, “Come Back Home to Nova Scotia,” the unintended subtext is, “but only come back if you’re from here.”
- It may send the wrong message to people who are originally from Nova Scotia. A lot of Gen Xers (b. 1961-1981) left home with no intention of ever coming back. In fact, “moving home” was considered something you did after college only if you were totally desperate, and had to rely on your parents. So for those folks, the ads might as well say, “Come Home to Nova Scotia, You Big Loser”
Before you launch your boomerang campaign, ask yourself:
- How will this message be narrowcasted (not broadcasted) only to the people who are originally from our area (and are nostalgic to move back)? In Iowa, Governor Branstand worked with the University presidents to make sure that the “Come back to Iowa” campaign and website was only channeled - via personal letters - to folks who’d graduated from Iowa universities. This is one example of narrowcasting that ensures you don’t waste money - or accidentally turn off a different target market - with your message;
- Is “come home” the right angle? It may be if you’re trying to reach Millennials (b. 1982-2001) who are attending college out of state. Many Millennials actually want to move home after college, to save money, and be closer to their parents, whom they consider their friends. But if you’re trying to reach Gen Xers who are now in the middle of their careers - and are the future leaders of their companies and communities - “come home” is probably the wrong message.
- Finally, back up your message with a website that reinforces your assets, the true selling points of your community.
Good luck! Let us know what’s working… and what’s not by posting to this blog, or emailing us your comments: info@nextgenerationconsulting.com.
