From B2B to B2C: Evolving your Economic Development PR Program to Target the Talent your Market NeedsAugust 10, 2016
There is a growing trend amongst millennials that we’re all growing highly aware of – they’re choosing where they want to live THEN finding a job, as opposed to moving to a place for the job opportunities. This is flipping economic development on its head in many ways as talent attraction is growing more and more important to communities across the globe. Given this shift, our role as economic development marketers and PR pros is changing to incorporate a new need to directly reach the early/mid-career consumer – diversifying our work from previously focusing only on the more seasoned, decision-making business executive.
As a result, our firm’s media relations team has expanded our media pitching outside of business publications and into consumer publications. Given this new-found focus on “lifestyle” PR, we thought we would share with you a few of our favorite outlets in this space right now, and some of the reasons why we think they are important targets for pitching your community’s quality of life storylines in the war for talent.
Thrillist calls itself “a leading men’s digital lifestyle brand,” but women love reading it too. While this publication started in New York, it has since grown to include coverage on 30 other cities, as well as having a national edition. This online-only news platform captures the millennial demographic, with 50 percent of the approximately 16 million unique monthly visitors falling between the ages of 18-34. It’s also highly influential, as 97 percent of their readers said they intend to use a Thrillist recommendation for future purchase decisions (based on onsite survey Q4 2015).
This website not only receives 25 million unique monthly views, but it has also been ranked among Inc.’s fastest growing companies the last four years in a row. Refinery29 is a great outlet to consider when targeting a female audience in particular, as 70 percent of their readers are women. This site also has a median readership age of 32, a key mid-career target demographic for many cities and states today. Additionally, Refinery29 is one of just 15 publications featured on Snapchat, which is now the third most popular social media outlet (trailing only Facebook and Instagram) used by millennials.
Mic.com was created by millennials for millennials and was founded on the belief that “millennials are inquisitive, have a healthy skepticism for conventional wisdom, and crave substantive news.” In fact, 73 percent of their readers are millennials. Mic.com offers coverage on tech, science, music, art and style as well as news and politics, and we find their stories to go viral with the smartest of audiences given their provocative, insightful nature.
Since 1982, USA Today has been captivating more than 93 million viewers each month through coverage of a wide variety of subjects. This outlet uses print media as well, with a circulation of nearly a million copies Monday through Thursday and 1.1 million on Fridays. USA Today’s lifestyle section notably includes a “10 Best” feature which covers a variety of topics including, food and drink, romance, sports and adventure, and college life. All of these topics draw in a younger demographic, especially due to its highly visual format, listings and video content. Under the trusted banner of USA Today, their pieces definitely attract eyeballs.
BuzzFeed also capitalizes on the popular list format often used to attract a younger demographic, and it clearly works as they have the highest readership of those on this list with 200 million unique views per month, half of which are within the valuable age range of 18-34. Furthermore, 75 percent of their traffic comes from referrals over social media, and 60 percent of their traffic comes from a mobile device. Millennials love this site because it’s interactive with features like quizzes, and it keeps its coverage short and sweet, holding the attention of its readers.
Have you used any of these publications to tout your community’s quality of life to target talent? Are there any other others you would add to the list? Leave a comment below or tweet us @aboutdci to weigh in.