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.
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.
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.
new business openings and relocations in a three-year period
increase in web traffic
of web traffic from new visitors
response over projections on media buy
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 commercials encouraged businesses to expand their horizons by looking beyond the Bay in the SF Bay Area.
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.