Attracting Talent to Work in the Triangle

DCI was integral in launching a fresh, smart talent attraction campaign that would resonate with skilled professionals.

Jennifer Bosser, Assistant Executive Director, Greater Raleigh Chamber of Commerce

Wake County Work in the Triangle Website

The Challenge

Home to 54,000 companies, the Research Triangle Region of North Carolina needed to market the area to professionals whose skills were a match for its thriving industries.


The DCI Strategy

Launched a bold talent attraction campaign, “Work in the Triangle, Smarter from Any Angle,” to give Wake County a memorable voice and brand and show why the region is one of the top destinations for talented professionals.


The Results

  • From ideation to copy and design, DCI oversaw the development of the first-ever website and five collateral pieces. The website received 1,400 visitors the first month of the campaign.
  • The new “Work in the Triangle” campaign was premiered to a 250-attendee event featuring Forbes demographics trends guru Joel Kotkin.
  • To bring the campaign directly to talented workers, DCI took “Work in the Triangle” on the road to the BIO Career Fair and SXSW, actively engaging with attendees on Twitter using the #WorkintheTriangle hashtag.
  • Wake County’s talent attraction campaign garnered awards from the International Economic Development Council and Southern Economic Development Council.