ARAPAHOE COUNTY - ECONOmic DEVELOPMENT CAMPAIGN
OVERVIEW
Arapahoe County was looking to make a comeback post-covid. They wanted a campaign that made the county appealing. The challenge was the broad audience they were trying to reach. They wanted to attract big corporations, reassure small businesses, create pride among current citizens, and attract future residents without feeling overly governmental.
Year 1 - In the first year, we focused on what made the place feel special by capturing the stories of real residents. We turned these stories into an anthem hero video. We filmed and photographed strategically, allowing us to create videos, posters, print, and digital content from just two days of shooting.
Year 2 - After the initial success, the county asked us to create a second round of content. This time, we focused on individual stories across areas like small business, healthcare, and lifestyle.
MY ROLE
I worked with the strategist and my art director to develop the campaign concept, Where Good Things Grow, featuring real citizens and stories. The hero video spoke to all the desired audiences by illustrating what made the county so special. The rest of the ads (radio, posters, social, native, display) addressed specific audiences. I wrote the script, went on location scouts, interviewed our talent, and worked with the director on the shoot and in post-production to create this campaign that makes Arapahoe sound pretty darn appealing.
