I had to blink once or twice to believe what I was reading. Could one of our U.S. states be trying to convince people to move there with a print advertisement in a magazine? Yes, that was the case and I must say that I was proud of the effort. I have to say I really thought it was great to see Iowa reaching out and telling the country that they have a great place to live and work.
The caption that caught my eye read – Information Technology Companies Like What They See in Iowa. The ad, that ran in Fast Company, goes on to talk about the work/life balance in Iowa:
“…home to the fastest-growing economy in the Midwest. Iowa’s vibrant I.T. sector employs more than 46,000 people at 3,000 companies….Iowa’s I.T. workforce is one of the most productive anywhere – a byproduct of the life/work balance and the off-hours amenities that have helped create the nation’s 3rd most-livable state.”
On top of that, they’ve put together a nice website that is referenced in the ad (see screenshot below). The site does a great job of touting the benefits of living and working in Iowa. They’ve filled the pages with quality, useful information that should provide someone considering Iowa with a ton of resources.
Granted, I don’t have much of experience marketing a state, but it looks to me like Iowa did a great job with this. Their messaging is consistent between print and online and they’ve created a sort of life-brand (if that’s even a marketing word) from the campaign. It’s clear alot of thought went into this campaign – nice work Iowa!