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One Message, Two Audiences: Tying Talent Attraction to Tourism
For six years, Minnesota lost more residents than it gained. To reverse it, the state's tourism office made a bet: the same things that get people to visit can get them to stay.
In this episode, Lauren Bennett McGinty shares how Explore Minnesota expanded into talent attraction and why tourism offices are uniquely positioned to sell people on relocating, not just visiting.
We dig into the "halo effect" that turns a great visit into a relocation, how her team targeted entirely unexpected markets by focusing on high-demand career fields, and the messy challenge of measuring when a visitor becomes a resident.
She also breaks down the "Come Visit Your Neighbors" campaign, which was born out of a difficult news cycle, and makes the case for first-person storytelling as the best way to stand out when so many places are selling the same things.
Resources Mentioned:
-
Explore Minnesota Website
-
Moving to Minnesota
-
Come Visit Your Neighbors Campaign Video
____
00:00 Introduction
02:38 Overview of Minnesota's offerings for visitors and residents
05:19 How Explore Minnesota combined tourism and talent attraction
08:10 Where tourism and talent goals don't align as neatly
12:22 The challenge of tracking visitor-to-resident conversion
15:18 Targeting specific high-demand career fields
18:57 The "Come Visit Your Neighbors" campaign
22:49 What her craft beer background brought to the role
25:31 How to stand out when other places share similar amenities
28:33 Film as a tourism and economic driver
30:23 Fun closing question
____
At Livability, we highlight the nation's most vibrant small and mid-sized cities as a trusted voice for communities across America. We help places attract talent and reach target companies through digital content and print magazine programs.
Be sure to subscribe so you're alerted when we release new episodes. Learn more about us at LivabilityMedia.com and follow us on LinkedIn, Facebook, Instagram and YouTube. Have an idea for an upcoming episode? Email host Amanda Ellis at [email protected].
Inside America's Best Cities is produced by SpeakEasy Productions.
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By Livability Media
5
2323 ratings
For six years, Minnesota lost more residents than it gained. To reverse it, the state's tourism office made a bet: the same things that get people to visit can get them to stay.
In this episode, Lauren Bennett McGinty shares how Explore Minnesota expanded into talent attraction and why tourism offices are uniquely positioned to sell people on relocating, not just visiting.
We dig into the "halo effect" that turns a great visit into a relocation, how her team targeted entirely unexpected markets by focusing on high-demand career fields, and the messy challenge of measuring when a visitor becomes a resident.
She also breaks down the "Come Visit Your Neighbors" campaign, which was born out of a difficult news cycle, and makes the case for first-person storytelling as the best way to stand out when so many places are selling the same things.
Resources Mentioned:
-
Explore Minnesota Website
-
Moving to Minnesota
-
Come Visit Your Neighbors Campaign Video
____
00:00 Introduction
02:38 Overview of Minnesota's offerings for visitors and residents
05:19 How Explore Minnesota combined tourism and talent attraction
08:10 Where tourism and talent goals don't align as neatly
12:22 The challenge of tracking visitor-to-resident conversion
15:18 Targeting specific high-demand career fields
18:57 The "Come Visit Your Neighbors" campaign
22:49 What her craft beer background brought to the role
25:31 How to stand out when other places share similar amenities
28:33 Film as a tourism and economic driver
30:23 Fun closing question
____
At Livability, we highlight the nation's most vibrant small and mid-sized cities as a trusted voice for communities across America. We help places attract talent and reach target companies through digital content and print magazine programs.
Be sure to subscribe so you're alerted when we release new episodes. Learn more about us at LivabilityMedia.com and follow us on LinkedIn, Facebook, Instagram and YouTube. Have an idea for an upcoming episode? Email host Amanda Ellis at [email protected].
Inside America's Best Cities is produced by SpeakEasy Productions.