NC Triad

Attracting Talent to the Center of NC

A known innovation hub, the Piedmont Triad region sought recognition for its quality of life and thriving cultural scene, but lacked name recognition on the national stage. DCI used the Triad’s central North Carolina location to create a new brand, messaging, campaign strategy and website to attract talent to.

Services Branding & Marketing Strategy Website Services

The Challenge

The Piedmont Triad is a 12-county region in the heart of North Carolina, anchored by three main cities: Greensboro, High Point and Winston-Salem. The Piedmont Triad Regional Council (PTRC) along with business and education leaders initiated a 3-phase regional talent alignment strategy to examine resource positioning related to employer needs. DCI’s research found that despite the region’s robust job opportunities, diverse demographics, stunning landscapes and great cost of living, the areas had yet to garner recognition as an ideal place to live and work on a national scale. Additionally, the research found that “Piedmont” did not resonate with those outside of North Carolina.

The Solution

First, DCI recognized opportunities for the region’s growth and developed key messages to highlight what makes the NC Triad a unique location for talent and prospective residents, and recommended leading with the new and refreshed “NC Triad” brand, which also played up the region’s location within the state. DCI then created the “Find Your Center NC” messaging, campaign and website to elevate the profile of the NC Triad and attract talent by highlighting the region as an excellent place to live, work, play and learn.

The Results

A Fresh Look

Colors and symbols emblematic of the Triad’s outdoors, arts and job assets converge in a brand new logo.
A Strategy for Talent

High-level strategy and targeted messaging informed by intensive research with the goal to attract talent.
A Talent Attraction Website

With rankings, a jobs board and other interactive features for a target audience

DCI’s approach to this project was well-organized and thorough. The DCI team listened to our ideas and helped us walk through creative and flexible methods of implementation. Since launch, we have seen a huge uptick in the number of visitors to the site. The feedback on the site that we have received from employers and job seekers has been extremely positive. The site is easy to navigate, and the tools are very user-friendly. It was great to work with DCI on a project that is so impactful for our region.

Wendy Walker-Fox Workforce Development Director Piedmont Triad Regional Council