Overview

As Marketing Manager at [Company/Organization Name], I led the development and execution of a comprehensive relocation program designed to attract new residents to Washington County, Vermont from other states. This program was created in response to [state-level goals, workforce shortages, economic development needs, etc.], with the aim of promoting Vermont as a place to live, work, and thrive.

Background

Think VT…

Role & Responsibilities

  • Developed and led the marketing strategy for the relocation initiative from concept to execution.

  • Collaborated with state agencies, local employers, and real estate organizations to ensure program alignment with broader economic development efforts.

  • Oversaw all creative direction, digital campaigns, media partnerships, and performance tracking.

  • Managed a cross-functional team and budget to deliver measurable outcomes.

Challenges

  • Perception Gap: Many potential movers viewed Vermont as a vacation destination rather than a viable place to live and work.

  • Limited Awareness: Few out-of-state job seekers were aware of the career opportunities, affordability, or lifestyle benefits Vermont could offer.

  • Talent Shortages: Employers in Vermont were facing growing difficulties in recruiting skilled workers.

Strategy

  1. Audience Targeting

    • Conducted demographic and psychographic research to identify target audiences (e.g., remote workers, young families, mid-career professionals in urban areas).

    • Segmented by motivations: lifestyle seekers, remote workers, affordability-focused movers, etc.

  2. Messaging & Positioning

    • Developed a campaign brand narrative centered on Vermont’s quality of life, outdoor recreation, community values, and opportunity.

    • Crafted compelling relocation stories and testimonials from transplants who made the move.

  3. Multi-Channel Marketing

    • Digital Advertising: Geo-targeted ads on Google, Facebook, Instagram, and LinkedIn aimed at urban centers.

    • Content Marketing: Blogs, videos, and webinars covering life in Vermont, job opportunities, cost of living, and housing.

    • Partnerships: Collaborated with realtors, employers, and local influencers to amplify messaging.

  4. Relocation Incentives

    • Coordinated promotion of financial incentive programs (if applicable) such as remote worker grants, tax benefits, or moving stipends.

Results

  •  X% Increase in Inquiries: Saw a significant uptick in website traffic and relocation form submissions within the first [3/6/12] months.

  •  [Number] New Residents Moved: The program helped facilitate [number] confirmed relocations to Vermont.

  •  +X% Engagement: Social and paid media engagement rates exceeded industry benchmarks.

  •  Media Coverage: Earned local and national media coverage in outlets like [names of publications if applicable].

Key Takeaways

  • Relocation is an emotional decision: Our messaging leaned heavily into storytelling, personal connection, and lifestyle over hard facts.

  • Cross-sector collaboration is crucial: Alignment with employers, real estate agents, and state programs amplified our impact.

  • Data drives decisions: Real-time campaign analytics helped us continuously refine targeting and creative.

Visuals to Include (Optional but Recommended)

  • Campaign images or ads (screenshots/mockups)

  • Website landing page analytics

  • Social media metrics or testimonials

  • Before/after charts of relocation data

Conclusion

This initiative highlights the power of strategic marketing not just to sell products — but to drive population shifts, economic development, and long-term community growth. As Marketing Manager, I combined audience insights, creative storytelling, and data-backed execution to deliver real results for Vermont’s future.