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National Ad Campaign Promoting DSM USA Launches

Live Life Without Compromise in DSM USA

February 21, 2018

GREATER DES MOINES, IA (Feb. 21, 2018) – A national ad campaign has been launched to attract talented workers to Greater Des Moines (DSM).

As the fastest-growing metro in the Midwest according to the U.S. Census Bureau, DSM has been lauded for its high quality of life, impressive job opportunities and cultural amenities. The Greater Des Moines Partnership’s data-driven national ad campaign will target specific audiences across the country to get them to consider DSM as their new home to “Live Life Without Compromise.”

“Continuing to attract talent to Greater Des Moines is key to ensuring our local economy, businesses and community thrive,” said Partnership Board Chair Dan Houston, Chairman, President and CEO of Principal. “This campaign will help us drive national attention to Greater Des Moines by building on our strong reputation as a great place to live and grow your career.”

The campaign follows on the heels of an 18-month research project completed in 2017 to launch the region’s DSM USA identifier and Downtown DSM USA identifier. The campaign will focus on research-based themes of promoting that DSM is vibrant, affordable, accessible, welcoming and diverse. The campaign will target national audiences through a wide range of digital methods. Content will be shared via videos, blog posts, podcasts and through DSM residents sharing their stories on social media.

DSM residents can share what they love about DSM in their own words on the #DSMUSA Facebook Group. These posts can be about a favorite event or activity, a fun fact about DSM, the story of why they moved here or any other story about why they love the region. Some of those stories will then be used as part of the campaign. Additionally, residents are encouraged to submit a blog post to The Partnership and sign up to be a DSM USA Ambassador. Ambassadors receive emails on the latest news and rankings to share on social media.

“Greater Des Moines is full of stories detailing what makes our community such a welcoming and vibrant place to live,” said Mary Bontrager, Executive Vice President of Talent Development at The Partnership. “We need our residents to proudly share their Greater Des Moines stories to keep our national buzz strong.” 

As part of the campaign’s launch, The Partnership has produced a series of videos of residents sharing their DSM story. These stories detail the advantages of living in the region, the accessibility to be involved in the community and have an active social life, the affordability of purchasing a first home, the welcoming nature of the community for people from all different backgrounds and more.

“This campaign is a strategic priority of The Partnership and reflects ongoing conversations we have had with our Investors,” said Tiffany Tauscheck, Chief Strategy Officer at The Partnership. “Our Investors have identified talent attraction as a key to continued business growth. This campaign is designed to help meet their needs to attract talent to DSM.”

Complimentary of the talent attraction efforts, the campaign will also focus on business recruitment.

About the Greater Des Moines Partnership

The Greater Des Moines Partnership is the economic and community development organization that serves Greater Des Moines (DSM), Iowa. Together with 23 Affiliate Chambers of Commerce, more than 6,100 Regional Business Members and more than 320 Investors, The Partnership drives economic growth with one voice, one mission and as one region. Through innovation, strategic planning and global collaboration, The Partnership grows opportunity, helps create jobs and promotes DSM as the best place to build a business, a career and a future.