Cleveland County

Charlotte’s Backyard logo

DCI inspired local millennials to launch manufacturing careers in Cleveland County

Cleveland County, NC, is known for its rich manufacturing history, but lacked the top talent needed to fuel the industry. To build name recognition, DCI embraced the region’s proximity to Charlotte, building a modern brand and website — “Charlotte’s Backyard.”

The Challenge

Cleveland County, NC had a robust job market in manufacturing, but no talent pipeline or recruiting strategy in place. With hundreds of open positions and an urgent need to attract job seekers to live and work there, the Cleveland County Economic Development Partnership turned to DCI to attract its target audience: job candidates. Through proactive in-depth research, DCI discovered Cleveland County had limited brand awareness on the national stage and could benefit from piggybacking off the greater name recognition and proximity to Charlotte, North Carolina, to launch the job candidate journey and improve candidate experience.

The Solution

DCI developed a manufacturing recruitment marketing strategy and a fresh, modern talent acquisition brand to increase name recognition of the region and amplify its manufacturing industry to ideal candidates. Aimed at recruiting millennials to Cleveland county, the branding and messaging campaign leveraged Cleveland County’s proximity to Charlotte with the tagline “Charlotte’s Backyard.” Through a new career site, DCI told the story of “why Cleveland County” to potential candidates, featuring testimonials from the talent community while showcasing open roles, career opportunities and job descriptions to cater to a manufacturing talent pool.

The Results

  • New Brand

    “Charlotte’s Backyard” was Launched by DCI with a fresh brand strategy and key messages.

  • A Modern Look

    with authenticity and flair were demonstrated by a new website, logo and colorway.

  • Materials to Match

    the new brand included a new job openings search, community profiles and employer toolkit on the website.

Get in Touch

Want to take your talent attraction and retention strategy to the next level? Contact us today.

Patience Fairbrother

Vice President, Talent Attraction
[email protected] Let's Connect