A marketing campaign designed to attract and retain talent in the midstate is about to enter a new phase.
The “Live the Life You Want” initiative, launched last year by the Harrisburg Regional Chamber and Capital Region Economic Development Corp., is moving from a focus on awareness and retention to a focus on attraction, said Linda Goldstein, CREDC’s vice president and COO.
The initiative showcases the region’s upsides to people thinking of living and working here. As it evolves, it is hoping to add new businesses as sponsors and create more customized content.
“It’s really targeted to millennials,” Goldstein said.
The “Live the Life” effort launched a website in February 2015.
During the first year, more than 60 percent of the visitors to the website were in the millennial demographic, she said. And there was a decent split between in-state and out-of-state visitors.
Pennsy Supply, the initiative’s first sponsor, got about 200 page views because of the site, Goldstein said.
A portion of the money raised during CREDC’s 2016 capital campaign will help fund the initiative. CREDC has spent about $75,000 on it so far, including an initial round of digital marketing last year.
“The site is only as good as the most recent data on there. We always have to keep the site fresh,” Goldstein said.
To date, CREDC is nearly halfway towards meeting the $2.5 million goal of its current capital campaign.
Goldstein is confident that the economic development arm of the Harrisburg Regional Chamber will hit the fundraising mark.
The funds will be used to help support CREDC programs and initiatives over the next four years.
A pre-launch event was held prior to last week’s “An Evening with Seth Godin” event at the Hershey Lodge. That event attracted more than 700 people.
The economy is stronger than it was for CREDC’s last capital campaign in 2012, Goldstein said. “Has it been easier than in past years? I would say where we are now is probably better than four years ago at this time. I’m not saying there is a robust market, but we’re better off.”
The capital campaign will support business lending and grant packaging, the Ben Franklin TechCelerator @Carlisle and entrepreneurial development, site selection services, business diversity activities and program matching funds.