Maine’s cities and towns are attracting the next generation by showing just how cool municipal jobs can be.
Maine Municipal Association (MMA) is the nonprofit providing 485 Maine municipalities with advocacy, education, legal advice and more. With record low unemployment, Maine towns and cities are challenged to find replacements for retiring clerks, treasurers, code enforcement officers, and the like. MMA asked Burgess to establish and execute a marketing campaign to attract new employees, especially millennials, who tend not to think of such jobs as a viable career path.
We developed key messaging around the concept that Maine local government jobs offer competitive pay, great benefits and job security, plus the rewards of living in Maine and being an integral part of a local community. We created the HoMEtown Careers logo and campaign theme, Find your future in Maine Towns and Cities, along with an engaging new section on the MMA website. The heart of the campaign was a series of video testimonials featuring millennials who told compelling stories about the rewards and benefits of municipal jobs. These stories were also used in digital ads and an aggressive social media campaign.
The campaign was entirely digital, allowing us to track impressions, clicks and click-through-rates (CTR). Over two flights in spring and fall of 2018, 3.1 million impressions generated nearly 4,600 clicks, resulting in a very strong CTR of .15%. The MMA and its constituents were extremely happy with the results—and Massachusetts has contacted us to explore creating a similar campaign in their state.