City of Fishers Economic Development

Campaign Development

How we helped this local government target biotech companies to relocate to the area.

City of Fishers, Biotech Thrives
City of Fishers, Biotech Thrives

Campaign Development

How we helped this local government target biotech companies to relocate to the area.

Company Profile

Fishers is a city in Fall Creek and Delaware townships, Hamilton County, Indiana, United States. The City of Fishers Economic Development is an arm of their government responsible for ensuring the growth of the community that thrives in diversity and inclusivity. They uphold the community values and culture with timely updates on events and happenings around the city. Through their social media, they connect with the city’s population with transparent information and the latest news on their projects and partnerships. As they aim for growth while maintaining a smart and vibrant entrepreneurial atmosphere, they provide expansion opportunities for businesses.

Company Profile

Fishers is a city in Fall Creek and Delaware townships, Hamilton County, Indiana, United States. The City of Fishers Economic Development is an arm of their government responsible for ensuring the growth of the community that thrives in diversity and inclusivity. They uphold the community values and culture with timely updates on events and happenings around the city. Through their social media, they connect with the city’s population with transparent information and the latest news on their projects and partnerships. As they aim for growth while maintaining a smart and vibrant entrepreneurial atmosphere, they provide expansion opportunities for businesses.

Challenges & Opportunity

The City of Fishers came to us in the summer of 2020 to reinforce their efforts of encouraging tech startups, biopharma, biotech, and fortune 500 companies to consider relocating to Fishers. While their efforts were successful, they wanted to engage stakeholders online to create a strong association with the city as a touchpoint. Additionally, they wanted to create exposure amongst companies that were early in the process to plant seeds that Fishers provides the perfect environment for companies to thrive. 

The City needed help in creating clear and well-strategized campaigns designed to create brand and market recognition, in addition to driving traffic to its website.

Challenges & Opportunity

The City of Fishers came to us in the summer of 2020 to reinforce their efforts of encouraging tech startups, biopharma, biotech, and fortune 500 companies to consider relocating to Fishers. While their efforts were successful, they wanted to engage stakeholders online to create a strong association with the city as a touchpoint. Additionally, they wanted to create exposure amongst companies that were early in the process to plant seeds that Fishers provides the perfect environment for companies to thrive. 

The City needed help in creating clear and well-strategized campaigns designed to create brand and market recognition, in addition to driving traffic to its website.

Solution & Strategy

Knowing that the majority of the audience to attract needed to consist of key stakeholders, we worked closely with the client to develop personas they wanted to reach through this campaign. As a result, we developed several personas that targeted decision-makers including CEOs, CEO assistants, VPs, COOs, CFOs, and all positions alike. 

To narrow the audience further, we sought out Life Science and Biotechnology related industries to ensure we were in front of the right prospects. To allow for enough exposure for the ads and also to allow for a larger audience to maximize spend and not limit to US talent, we opened up targeting to the entire US, UK, and Canada. Considering the industry itself is a highly competitive, niche, with hybrid and worldwide teams, this allowed for increased exposure. 

At the beginning of the campaign, we tested 6 variations of copy and graphics. Each variation performed very similarly to the other. The creative focused on imagery of the city layered with strong calls to action to encourage the audience to take action. The campaign exceeded our expectations and performed well.

To avoid ad fatigue and continue to optimize results, we then turned off the original campaign and built a new one, using all of the same targetings but testing new graphics. We had a video on standby as well, but due to limitations in LinkedIn, we had to test the graphics first, and then upon request of the client we ran a new campaign with the video only.  It was staggering to see how far the stats dropped when we switched to the video only.  The cost per website visit went from $0.77 to $2.69. The Click Through Rate went from 2.14% to 0.67%.  After 2 weeks of running the video, we switched back to the graphics and the stats went right back up to where they were. This was surprising considering video content typically outperforms images, but we wanted to continue to test to optimize the budget as much as possible.

Solution & Strategy

Knowing that the majority of the audience to attract needed to consist of key stakeholders, we worked closely with the client to develop personas they wanted to reach through this campaign. As a result, we developed several personas that targeted decision-makers including CEOs, CEO assistants, VPs, COOs, CFOs, and all positions alike. 

To narrow the audience further, we sought out Life Science and Biotechnology related industries to ensure we were in front of the right prospects. To allow for enough exposure for the ads and also to allow for a larger audience to maximize spend and not limit to US talent, we opened up targeting to the entire US, UK, and Canada. Considering the industry itself is a highly competitive, niche, with hybrid and worldwide teams, this allowed for increased exposure. 

At the beginning of the campaign, we tested 6 variations of copy and graphics. Each variation performed very similarly to the other. The creative focused on imagery of the city layered with strong calls to action to encourage the audience to take action. The campaign exceeded our expectations and performed well.

To avoid ad fatigue and continue to optimize results, we then turned off the original campaign and built a new one, using all of the same targetings but testing new graphics. We had a video on standby as well, but due to limitations in LinkedIn, we had to test the graphics first, and then upon request of the client we ran a new campaign with the video only.  It was staggering to see how far the stats dropped when we switched to the video only.  The cost per website visit went from $0.77 to $2.69. The Click Through Rate went from 2.14% to 0.67%.  After 2 weeks of running the video, we switched back to the graphics and the stats went right back up to where they were. This was surprising considering video content typically outperforms images, but we wanted to continue to test to optimize the budget as much as possible.

City of Fishers, Biotech Thrives

Results

Industry Average CTR

.5%

Campaign CTR

2.14%

Campaign CPC

$.77

Overall, the campaign continues to exceed expectations, and some of the world’s top life science companies make the smart move to Fishers. We’ve run this campaign for several years and continue to optimize it and test new variations of creative to avoid ad fatigue. Fishers continues to be a vibrant entrepreneurial hub for tech and life sciences, and we’re grateful to partner with them in doing so.

City of Fishers, Biotech Thrives

Results

Industry Average CTR

.5%

Campaign CTR

2.14%

Campaign CPC

$.77

Overall, the campaign continues to exceed expectations, and some of the world’s top life science companies make the smart move to Fishers. We’ve run this campaign for several years and continue to optimize it and test new variations of creative to avoid ad fatigue. Fishers continues to be a vibrant entrepreneurial hub for tech and life sciences, and we’re grateful to partner with them in doing so.

AD COPY

Capital, opportunity, and global economics are in high supply in Fishers, Indiana: Making their biotech ecosystem an attractive option for companies who are looking to expand.

HEADLINE: Biotech Thrives in Fishers
DESCRIPTION: Read More
URL: https://fishersecondev.com/fishers-innovation-in-manufacturing/ 

AD COPY

Capital, opportunity, and global economics are in high supply in Fishers, Indiana: Making their biotech ecosystem an attractive option for companies who are looking to expand.

HEADLINE: Biotech Thrives in Fishers
DESCRIPTION: Read More
URL: https://fishersecondev.com/fishers-innovation-in-manufacturing/ 

Our Approach

Our Approach

Assess

Create a baseline to evaluate and audit your current efforts to determine their effectiveness.

Build

Determine the gaps and create the strategic roadmap to measure and hit your goals.

Launch

Implement the strategy over a 180 day period to measure what works, and streamline those factors to increase effectiveness.

Scale

Invest more resources into what’s most effective, and ensure results are consistent.

Elevate

Determine an ascension plan as your organization continues to grow to improve these systems.

Assess

Create a baseline to evaluate and audit your current efforts to determine their effectiveness.

Build

Determine the gaps and create the strategic roadmap to measure and hit your goals.

Launch

Implement the strategy over a 180 day period to measure what works, and streamline those factors to increase effectiveness.

Scale

Invest more resources into what’s most effective, and ensure results are consistent.

Elevate

Determine an ascension plan as your organization continues to grow to improve these systems.

You Know Your Potential.
Let Us Get You There.

Onya Mark, get set, grow.

You Know Your Potential.
Let Us Get You There.

Onya Mark, get set, grow.
Onya is a Facebook Marketing Partner
Databox
Onya works using Sendible to make social media services more efficient.