Intro
A Better Fit for Business
City of
Concord
Platforms
- Digital
- Radio
Our Role
- Marketing
- Digital + Social
- Public Relations
- Production Services
Project Overview
Situation
Think outside the fishbowl. That’s exactly what the economic development team in Concord, California wanted Bay Area executives to do when considering opening or relocating a business. With San Francisco, Oakland and Silicon Valley commercial real estate rates at all-time highs, Concord needed a disruptive marketing campaign that would put it in the consideration set for companies looking for a new location.
Approach
AMF Media Group didn’t dwell on the traditional pictures of buildings, square footage statistics, rental rates or quality-of-life slogans to market the city. Instead, we presented Concord as a better fit for business by using images of an overgrown goldfish too big for its bowl and a shattered snow globe housing the San Francisco skyline.
Outcome
AMF’s multi-faceted effort included print, outdoor, radio and digital advertising, public relations and a revamped website showing decision makers how Concord stands out from the rest. A survey found businesses believe the city lives up to the values of its promotional campaign.
300
new business openings and relocations in a three-year period
550%
increase in web traffic
90%
of web traffic from new visitors
54%
response over projections on media buy
Deliverables
Website
AMF launched ConcordFirst.com, a revitalized hub for economic development resources with a first-class user experience.
Advertisement
Ads for Concord were everything traditional municipal campaigns are not: attention-grabbing, clever and spoke to what matters most to corporate and real estate decision-makers.
Radio Commercial
Radio commercials encouraged businesses to expand their horizons by looking beyond the Bay in the SF Bay Area.
Public Relations
The advertisements for Concord were so powerful that they captured the attention of local television reporters, who covered the story of how the city was marketing itself to bring in new business.
Next Project
