A new branding campaign aims to lure skilled talent to Denver. What about kids? – Denver, Colorado

Denver, Colorado 2021-10-18 07:35:05 –

In the 1900s, top talent moved to cities to work for businesses. Over the last two decades, businesses have begun to move to talented places.

At least that’s JJAment’s theory.He is the new CEO of Denver Metro Chamber of Commerce, A private company that has been striving to make Denver a business-friendly city since its establishment in 1867.

The Chamber of Commerce, one of Colorado’s oldest enterprises, was an important part of accelerating urban colonization in a prosperous economy ahead of the state. One of the Chamber of Commerce’s first goals was to advocate for the transcontinental railroad to pass through Denver instead of Cheyenne, connecting Mile High City to the coast. Over the years, the Chamber of Commerce has saved Denver from the economic downturn and adapted to the ever-changing demands of the ever-changing corporate environment. The business is a formidable politician advocating the construction of better roads, transportation systems and even Denver International Airport to make the city a national hub.

Recently, the Chamber of Commerce wants to bring out fresh, highly educated talent from outside the state through a team at the Denver Economic Development Corporation. This is the best way to attract new businesses to the region and keep them doing business here, says Ament.

“I think we’ve seen a lot of changes since 9/11,” he explains. “People gave different assessments of how they wanted to live their lives. It was strengthened during the 2008 Great Recession and super-accelerated here during the COVID pandemic. “Wait a minute. As an individual, I decide what kind of life I want to live and where I want to live.”

Ament, whose family has been in Colorado for six generations before taking up a new position in September, led the Denver Economic Development Corporation from 2017 to 2021 to explain why the place is special. We worked on a regional branding campaign for the Chamber of Commerce. Encourage new people to move here — now called the elevation effect.

With 115,000 new entrants over the last decade and local malaise for growth, does Denver really need to get in the way to be attractive? more Man?

There are many times when we bring newcomers to Denver without trying to sell them. According to a study by the Economic Development Corporation, Denverite is less enthusiastic about the growth of the city, but the Chamber of Commerce theory states that staying competitive to attract the largest companies in the region is the best up-and-coming. Means to attract workers.

So why advertise?

Denver has long been seen from the outside as a destination for skiers, hikers and drinkers. Colorado Kool-Aid, also known as Coors, brought people to the front range in the 1970s, long before the epidemic of craft breweries surged over the last few decades. Outdoor accessibility has been attractive since the early 1900s and has grown as highways and interstates make mountain access easier. Since 2012, both relaxed cannabis law and the booming industry have been big sellers without the need to promote them.

Still, metropolitan areas may be doing more to bring highly skilled talent, Ament says.

Elevation Effect narrator under boot-slamming rock music Debut video State: “You can see that this place is more than just a beautiful landscape. This is a state-of-the-art community built at the forefront of innovation. From these heights, how work makes us. You can see how it’s booming, how this place is pushing us, and how our people are chasing a big view. From these heights, we see the elevation effect. Not just. You will experience it. “

Personalized campaigns are international with a highly educated workforce in Denver, a solid work-life balance, excellent weather, world-class hiking, friendly and helpful people, and direct flights to most cities across the country. The airport suggests that there are relatively affordable living expenses and hard-working creatives who like to play as hard as work.

When it comes to kids, there’s nothing here in the look of the campaign.

After the playground is released from the COVID-19 limit, the Jumare brothers will play at Ruby Hill Park. June 23, 2020. (Kevin J. Beaty / Denverite)

Do Denver boosters no longer want to attract their families?

Excluding children is a strange omission of a campaign to attract new workers to the region and raises big questions. What kind of workforce is the city’s booming economy really for? This video suggests that Denver is a playground for hungry young professionals who are too busy with work and mountaineering to think about future generations.

How did Metro Denver EDC decide what to include in the elevation effects promotional material? And why isn’t the family at the center?


Prior to this branding campaign, “we didn’t really use an evidence-based approach to brand management,” Ament explains. “So we decided to embark on it, and it was complicated, and it was difficult, and it took us two years before we could actually contact our community in different ways. rice field.”

EDC spoke with local governments, economic development groups, business leaders, and members of the Colorado workforce. The company hired the company to submit a direct survey and also looked at anonymous data from the Myers Briggs personality test.

“We got that data to understand.” Who is the Colorado worker persona? Who is Colorado’s business? “In a completely different and more robust way,” Ament explains.

By early 2020, he and his team were finally building the brand and ready to roll out.

“And, of course, the COVID was a hit,” recalls Ament. “And there is the murder of George Floyd. And we have social unrest.”

Protesters extinguish the burning American flag on the day of inauguration when both President Biden and President Trump, police atrocities, and left-wing protesters against racial injustice are rallying Yells at the man who tried. January 20, 2021.
Kevin J. Beatty / Denberite

If it’s real, the branding campaign needs to survive the turmoil of 2020 and 2021

Ament and his team paused in the turmoil of the last two years and asked themselves. Is the elevation effect still relevant in the seismic event?

“Brands need to survive and survive through these things, but marketing campaigns will be blown up,” he explains. “After all, all the indicators we had [before] All of these events were further emphasized. [after] Those events. So we were really relieved that we were heading in the right direction.

“And what we found is that we are all saying the same thing, regardless of race, gender, whether we lived here for a long time, or whether we recently moved here,” he said. Continues. “There’s something in the Metrodenver area and Colorado that makes it difficult to put your finger in a way, but it feels like this. I’m welcome to come here from somewhere.”

But are children welcome?

Heidi Ramie, Jamie von Raider and Sally Monracy will guide their children on August 1, 2019 at the First Creek Natural Playground in Denver's DIA district. (Kevin J. Beatty / Denver Light)

Companies care about Metro Denver being child-friendly, even if family workers aren’t participating in branding campaigns.

When Ament traveled to a country promoting Denver as a place for businesses to do business, the corporate talent department burned him. “Is there a great place for my kids to go to school? Is the community welcome and inclusive? Are there good work opportunities? My kids do a good job after school without leaving. So, I think all of this understands the elevation effects we have discussed. “

Even if not all of it is accurately emphasized in the campaign.

In 2018, when Denver was appealing to VF Corporation to move to the city, his team took the director of selection and registration at Denver Public School to explain the city’s education system to employees.

The choice is important to Ament. Ament is a free market enthusiast who quickly admits that the city is flawed when it comes to landing points for workers with children.

Denver may be safer. School may be better. Housing may be more affordable.

“We are not perfect at all such things,” Ament admits. “There are areas that can be improved most reliably, including prices.”

Still, downtown Denver claims to be more family-friendly than the city center of a larger coastal city. He imagines that once COVID-19 is managed, even the center of the city will come to life again.

“Once a health emergency is over, we can show up,” says Ament. “Economics are different, but we endure. This was not the economic emergency that started all of this. There is nothing wrong with our underlying economic system. Democratic capitalism, Free Enterprises — It all worked as we wanted. In fact, Colorado was a country leader in so many categories. ”

Thomas Zavadal (from left to right), Head Brewer Charlie Koller, and Jacob Kemple are working on a canning assembly line in the historic home of Tivoli Brewing Co. on the Auralia campus on March 1, 2019. .. (Kevin J. Beaty / Denverite)

So who will succeed in that system?

In attracting new talent to Metro Denver, EDC and the Chamber of Commerce do a particularly good job of attracting millennials who haven’t started their families yet, Ament explains. But for people in their early thirties who are considering parenting, they consider Colorado the best place to do it. You can keep a house, a yard, or a dog there.

Compared to San Francisco, San Francisco housing stock is a bargain.

But the numbers also make sense to attract people who don’t want children. Because more young adults are abandoning traditional family dreams. Birth rates have been steadily declining across the United States over the years. Over the last decade, Colorado has been declining every year.

The pandemic has made people less likely to have children — some call it the COVID Baby Bust. The number of births nationwide has decreased by 4% From 2019 to 2020. Fewer children means fewer people are looking for family-friendly accommodation.

So what do people do if they aren’t raising children?

I saw the national forest Colorado land use increased by 50% last year. Cannabis sales surge It will increase by 25% from 2019 to 2020. Alcoholic beverage sales increased 20 percent.

There’s a lot more to do in Denver besides having a baby, and perhaps family-friendly city brands are no longer selling.

A new branding campaign aims to lure skilled talent to Denver. What about kids? Source link A new branding campaign aims to lure skilled talent to Denver. What about kids?

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