Community Recruitment Brand
The development of a community-wide recruitment brand for Prince Rupert is aimed at recruiting people from other parts of Canada & the world to move to Prince Rupert to live and work. By creating a rich brand narrative and online presence, the ultimate goal is to create a wider awareness of Prince Rupert’s quality of life advantages, and as a result, attract new residents.
The issue of workforce recruitment and retention affects all of Prince Rupert’s industries and has been a frequent topic of conversation in recent years, with future projects looming and businesses across all sectors continuing to feel the strain.
The intent of building a community recruitment brand is to create a powerful narrative about life in Prince Rupert to promote the exciting new economic developments that have created a large pool of jobs that cannot be filled locally, as well as the amazing lifestyle benefits of living in Prince Rupert, such as the stunning geographic location, housing affordability, career opportunities, small town amenities, and more.
Together with its partners the City of Prince Rupert, Community Futures of the Pacific Northwest, DP World, Ridley Terminals Inc, the Prince Rupert Port Authority, and Ray-Mont Logistics, Redesign Rupert retained, through a competitive process in the spring of 2019, St. Bernadine’s Mission Communications, based in Vancouver, to work collaboratively with Redesign Rupert on the following deliverables.
deliverables:
A compelling recruitment brand identity for Prince Rupert, highlighting the lifestyle opportunities, outdoor adventure access, economic growth, and other advantages that make Prince Rupert an ideal place to live.
A recruitment website that contains information for potential recruits to the community, as well as for local employers and citizens (site components will include a job board, community information guide, employer resources section, and more).
Community recruitment videos that highlight the experience of living in Prince Rupert, the small business community, port industry, arts & culture organizations, and health & education sectors.
Marketing assets for the recruitment brand (presentation decks, online and print advertising templates, office materials, posters, job fair and tradeshow materials, etc).
An annual media-buying strategy, including print & online formats.
Robust analytics and reporting for tracking the success of the online recruitment campaign through website traffic, advertising clicks, and other tactics.
