Greater LEX Talent Recruitment Campaign
Nine counties, one (critical) mission
As a cornerstone of the Regional Competitiveness Plan, the Greater LEX Talent Attraction Campaign set out to redefine what it means to live, work, and play in central Kentucky. Tasked with positioning the nine-county region as a premier destination for ambitious professionals and vibrant communities, the campaign was nothing short of transformative.
With an ambitious goal of building regional awareness with a national audience, the campaign’s strategy, creative approach and media placement looked beyond traditional demographic targeting. We used advanced behavioral insights to connect with GLX university alumni, as well as recent and prospective tourists—two ‘warm’ audiences already primed to appreciate the region’s unique charm.
The campaign’s omnichannel strategy turned curiosity into clicks by intermixing paid and unpaid digital ads, compelling social content and community-building spotlights, attention grabbing video assets, website landing pages, and various out-of-market guerilla tactics. By showcasing Greater LEX’s unmatched blend of career opportunities, quality of life perks, and cultural vibrancy, the campaign made an undeniable case for relocating to the area.
CAMPAIGN NEEDS (Phase 1)
Big-Bang Launch Strategy
National Awareness & Talent Acquisition
The Game Plan
Greater LEX needed two things: a bold, attention-grabbing launch strategy for their new brand and website and a hyper-focused awareness campaign to establish the region as a magnet for talent. Kismet delivered a six-pillar strategy that combined big-bang moments and astute execution by leveraging:
Catalytic audience targeting
Conversion-optimized creative
Predictive media placement
Social community amplification
Meticulous performance monitoring
Micro-grassroots activations
the Goods
To build buzz and incite action, we developed a suite of creative deliverables, including:
Activation Playbook
Plan for targeting, messaging, execution and performance monitoring
Digital Ads
Optimized creative assets built to intrigue, captivate and convert
Video Assets
High energy hype reels that teased the people, places and purpose of GLX
Stakeholder Resources
Digital and print tools that enabled advocacy and community-wide buy-in
Touchpoint Tokens
Campaign-centric swag like stickers and coasters designed to spark intrigue
The proof is in performance (paid)
FIRST 90-DAYS
1,618,422
UNIQUE REACH
FIRST 90-DAYS
3,599,266
IMPRESSIONS
FIRST 90-DAYS
15,202
NEW WEBSITE USERS
Advocacy from the ground up
Long-term success wasn’t just about getting clicks and starting conversations—it was also about cultivating pride and creating evergreen allies within the partner communities. With Commerce Lexington at the helm, the campaign became rooted in thoughtful stakeholder engagement and advocacy was built through:
Localized partnerships
Stakeholder presentations
Digital
resource hub
Quarterly performance communication
Social-driven community spotlights
Grassroots awareness strategies
By engaging elected officials, small businesses, landmark corporations, and local organizations, the campaign fostered a unified sense of purpose across all nine counties. This coalition approach empowered local leaders to rally support within their own communities, amplifying Greater LEX’s mission and strengthening collaboration, loyalty, and advocacy at every level.
