Case Study

Jacksonville, Florida Brings In Waves Of Talent From High Cost Markets

Economic Development


JAXUSA had just completed its new talent attraction-dedicated website to profile the city’s career and lifestyle opportunities, featuring interactive tools like a cost-of-living calculator and cheeky neighborhood finder. But how were people going to find the new site, and how was Jacksonville going to elevate its own reputation among professionally-minded talent?


DCI developed a strategic paid media plan that focused on two primary audiences — those living in higher cost markets and wanting to take home more of their paycheck; and those in nearby “feeder” markets that were looking for a career change. Using first-hand research on what motivates talent to relocate, DCI targeted both segments across search, social and display.

Between the website and advertising campaigns from DCI, people are taking notice of the perfect blend of character, scenery and opportunity here. And finding their JAX in the process. Lyndsay Rossman, Director of Marketing, JAXUSA Partnership


  • DCI paid media efforts accounted for 82% of new users visiting the website since its launch in early 2020, resulting in 9,700 conversions.
  • Google generated 2,538 job listing views and an additional 332 Cost of Living Calculator, Neighborhood Quiz and Commute Time conversion events, reaching a channel conversion rate over 32%.
  • Along with 487 Cost of Living Calculator conversions from paid social, the campaign achieved a total 24% conversion rate over the initial eight months.
24% Conversion Rate
9,700+ Total Paid Media Conversions
40k Website Visitors

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