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DiscoverLNK Community Guide: Synopsis - Lincoln Chamber of Commerce

2016 ACE: Award of Excellence

DiscoverLNK, a community guide produced by the Chamber, is the physical component of the TalentLNK talent campaign. The piece is also an answer to the countless calls the Chamber receives for a relocation guide to Lincoln, which previously did not exist. Consistent with Lincoln's new brand, DiscoverLNK achieves two strategic objectives: 1) to act as a trophy case for Lincoln’s growing best-city awards that showcase the city's achievements and 2) to sell those achievements to a variety of demographics.


Date: February 10, 2017
Organization: Lincoln Chamber of Commerce
Chamber Website: http://www.lcoc.com
City: Lincoln, NE
Community Peer Group: Major Cities
Revenue Category: $900,001-2,000,000

DiscoverLNK Community Guide: Synopsis - Lincoln Chamber of Commerce

Synopsis:

In 2012, the Lincoln Chamber of Commerce called for a bold rebranding of the city to match its unprecedented period of growth. Ranked by Gallup as the happiest city in America in 2013, Lincoln is no longer a best-kept Midwestern secret, and the Chamber pioneered a unified brand to match the attention the city is getting. The resulting campaign, Life is Right, tells Lincoln’s story, Lincoln’s way.

One response of the Life is Right initiative was a talent campaign, branded as TalentLNK. TalentLNK’s mission is to recruit and retain talented workers in Lincoln to close the gap between the city’s workforce and its growing businesses. DiscoverLNK, a community guide produced by the Chamber, is the physical component of TalentLNK. The piece is also an answer to the countless calls the Chamber receives for a relocation guide to Lincoln, which previously did not exist. Consistent with Lincoln’s new brand, DiscoverLNK achieves two strategic objectives: 1) to act as a trophy case for Lincoln’s growing best-city awards that showcase the city’s achievements and 2) to sell those achievements to a variety of demographics.

DiscoverLNK tells newcomers what locals already know: that Lincoln is a place to be comfortable, to be successful and to have fun. The guide is a display of 20 key national top-ten rankings, from air quality and happiness to best downtowns and places to get a job. The rankings are displayed graphically alongside photos of happy locals enjoying the city.

The second function of DiscoverLNK is to show newcomers that “all roads lead to Lincoln”. The full-page flowchart leads readers in any position of life—beginning their careers or looking for a fresh start, ready to start a family or to have some fun—through scenarios that showcase how Lincoln accommodates their life journeys.

DiscoverLNK was produced in-house by the Chamber’s communication team and designers, therefore incurring no additional cost. The only cost of the publication was the $3,000 allocated for printing. 1,000 print copies were ordered for the first run and distributed among local employers, who use them to attract highly-skilled workers from high-paying jobs elsewhere.

DiscoverLNK filled an essential void noted by Chamber members and the community alike in the battle for talent in Lincoln. Its high visual impact and low production cost allow for near-limitless replication to grow the city’s talent pool for years to come.

DiscoverLNK website link: http://www.selectlincoln.org/lincoln-jobs

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