Growing Roots, Finding Wings: The Lasting Value of College
51乱伦 is part of a new campaign which emphasizes the value of college and its long-term impact on individuals and the economic vitality of the region. 鈥楪rowing Roots, Finding Wings鈥� was launched in June at the New North Summit at Lambeau Field in Green Bay.
Area business leaders and 10 higher-education institutions have joined with New North Inc., the regional marketing and economic development corporation for the 18 counties of Northeast Wisconsin, to tell the story of why the New North region is the best place to 鈥済row your roots and find your wings.鈥�
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 鈥楪rowing Roots, Finding Wings鈥� campaign highlights the competitive advantage of the New North region, according to Barb LaMue, president and CEO of New North, Inc. and a 1995 Lakeland graduate. She lists these assets as the region鈥檚 collaborative educational institutions and business community; the region鈥檚 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.
鈥淲e 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,鈥� says LaMue. 鈥溾�楪rowing Roots, Finding Wings鈥� is our chance to share why higher education is 鈥榳orth it.鈥� It鈥檚 been proven that those with a two- or four-year degree have better job prospects, more career advancement opportunities, higher lifetime earnings, valuable skills development, enhanced benefits and greater civic engagement.
鈥淣ew 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.鈥�
The underpinnings of the campaign are five primary themes:
Joining Lakeland among the 10 participating higher-education institutions in the New North region are the College of Menominee Nation, Fox Valley Technical College, Lakeshore College, Lawrence University, Moraine Park Technical College, Northeast Wisconsin Technical College, St. Norbert College, UW Oshkosh and UW-Green Bay.
The 鈥楪rowing Roots, Finding Wings鈥� 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.
New North, Inc., is a 501(c)3 non-profit, regional economic development corporation fostering collaboration among private and public sector leaders throughout the 18 counties of Northeast Wisconsin, known as the New North region. The New North brand unites the region both internally and externally around talent development, brand promotion and business development, signifying the collective economic power behind the 18 counties. The counties include Brown, Calumet, Door, Florence, Fond du Lac, Green Lake, Kewaunee, Manitowoc, Marinette, Marquette, Menominee, Oconto, Outagamie, Shawano, Sheboygan, Waupaca, Waushara and Winnebago.
