Case Study

Economic Development Website Connects Millennials with Manufacturing Jobs

Economic Development


Cleveland County, North Carolina has hundreds of open manufacturing jobs at more than 170 area manufacturers, and an urgent need to retain and attract regional talent.

With DCI’s help, the Cleveland County Economic Development Partnership sought to drive awareness of opportunities offered in the manufacturing sector, showcase the area’s livability assets and directly connect job seekers with employers.


DCI proposed the “Charlotte’s Backyard” campaign brand to highlight the benefits of Cleveland County’s location, and a website that would serve as the hub of regional multi-media talent attraction campaign.

The website is designed to be a complete resource for millennial job seekers with information and inspiration about living, working, playing and getting involved in the Cleveland County community.  In addition to being a resource for job seekers, the website would be rooted in research. According to DCI’s Talent Wars report, jobs are the number one factor in relocation decisions. The website content aims to change the perception of manufacturing through profiling real local employees and including information on the cost benefits of working and living in Cleveland County.

“There seriously could not be a better team than DCI, and I'm so grateful for the wonderful collaboration that has resulted in the birth of an innovative, strategic and beautiful website.” -Kristin Reese, Executive Director, Cleveland County Economic Development Partnership


A leader in talent attraction websites, Charlotte’s Backyard, brought a focus to the manufacturing industry in Cleveland County.

Key elements of the program included strong branding and messaging related to living and working in Cleveland County, profiles of five millennial manufacturing workers, integrated access to employer job pages and pre-filtered listings for regional manufacturing jobs on popular third-party search platforms. In addition, DCI continues to support Cleveland County with content marketing efforts related to new jobs in the region and social media strategy to continue to drive traffic back to the website.


40+ Direct calls from talent in first six months of launch
33% of website traffic coming from target demographic
New Industry leads

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