NWTC is proud to be one of 10 area higher education institutions partnering with New North, Inc. on a new regional campaign – 'Growing Roots, Finding Wings' – launched June 6 at the New North Summit at Lambeau Field. The campaign shines a spotlight on the value of higher education and its long-term impact on students, local communities, and the regional economy. Through powerful storytelling, digital content, and cross-sector collaboration, the initiative encourages individuals to build their future right here in the New North.
The digital marketing campaign will feature a series of testimonial videos by New North board members, key leaders in the region and alumni from the 10 participating institutions. The videos will be complemented by dedicated website landing pages, blog posts and information about the quality of life in the New North.
The ‘Growing Roots, Finding Wings’ campaign highlights the competitive advantage of the New North region, according to Barb LaMue, president and CEO of New North, Inc. She lists these assets as the region’s collaborative educational institutions and business community; the region’s low cost of living and high quality of life; its growing, diverse industry sectors; regional career pathways; and that companies in the region recognize the importance of lifelong learning.
“We understand the current uncertainty about the value of a college education, often linked to concerns about the return on investment and the costs associated with obtaining a degree,” says LaMue. “‘Growing Roots, Finding Wings’ is our chance to share why higher education is ‘worth it.’ It’s been proven that those with a two[1]or four-year degree have better job prospects, more career advancement opportunities, higher lifetime earnings, valuable skills development, enhanced benefits and greater civic engagement.
“New North is fortunate to have a level of collaboration between educational institutions, along with area companies, that is unique to this region. We are set apart by our ability to create an effective and seamless transition from college to careers.”
The underpinnings of the campaign are five primary themes:
1) Building strong, lasting connections – Higher education in the New North offers the chance to build strong, lasting relationships in a collaborative atmosphere that fosters connections
2) Establishing a strong foundation – Just as roots anchor and nurture a plant, higher education provides the essential foundation for personal and professional growth; students can plant their roots in a supportive community that values knowledge, skill development and lifelong learning
3) Fostering personal and professional growth – Education in the New North offers students the opportunity to grow personally and professionally in the midst of a collaborative business and higher-ed community that provides access to mentorship, networking and career-development resources
4) Nurturing a thriving ecosystem – ‘Growing Roots’ symbolizes the interconnectedness of the local community, businesses and educational institutions in the New North region with a supportive ecosystem that enables students to not only gain an education, but to also contribute to the growth and success of the area
5) Empowering future generations – The ‘Growing Roots’ concept also reflects the legacy of education for future generations, highlighting the importance of cultivating knowledge, creativity and leadership, which will continue to bloom and strengthen the region for years to come
The 10 participating higher-education institutions in the New North region are the College of Menominee Nation, Fox Valley Technical College, Lakeland University, Lakeshore College, Lawrence University, Moraine Park Technical College, Northeast Wisconsin Technical College, St. Norbert College, UW Oshkosh and UW-Green Bay.
The ‘Growing Roots, Finding Wings’ campaign will be promoted through a wide variety of communications channels, including paid digital ads in conjunction with the Wisconsin Economic Development Corporation, social media across the area higher-education and business communities, blog posts, employee newsletters, and national content marketer Livability Media, among other avenues.
Learn more about 'Growing Roots, Finding Wings' and living in the new north by visiting www.thenewnorth.com/growing-roots-finding-wings/
