Upstate SC

DCI builds a modern talent brand and website for a booming region.

Upstate South Carolina has southern charm and affordable amenities, but it needed a new website to attract a workforce. To build name recognition and attract top talent, DCI launched a brand campaign and website for Upstate SC, focusing on talent acquisition with a fresh recruitment strategy.

Services Branding & Marketing Strategy Digital Marketing

The Challenge

Bursting with Southern charm, affordable amenities, and plenty of job listings and opportunities, the fast-growing ten counties of the Upstate South Carolina region wanted to take a proactive role in talent acquisition by showcasing its superb quality of life to the right candidates. DCI set out to create a brand and digital presence perfectly fitted to a region that balances vibrancy, livability, small-town charm, a competitive cost of living, and open jobs with plenty of perks.

The Solution

Inspired by upward momentum and the region’s location, DCI created the campaign “MoveUpstateSC.” Aimed at job seekers and potential candidates for relocation as much as current employees, this campaign inspired its target audience to “up” their lifestyle, career, and so much more. Paired with a mobile-first, search-engine-optimized career site, DCI developed marketing collateral and a paid media strategy, targeting potential employees and job applicants on Google and social media platforms like Instagram.

The Results

Thoroughly Researched Campaign

Multiple iterations and hundreds of interviews later, “Move Up” was born.
Resources for Potential Talent

The site features a job board with open positions for qualified candidates considering a move to the Upstate.
Upskilling to the Front

Compelling stats and a database of technical certificate programs compel current and future residents to “Skill Up.”
Immediate Success

The paid media campaign generated 36,000+ sessions or 70% of total web traffic within nine months and several optimizations.

Move Up Upstate SC website homepage mock-up.

MoveUpstateSC.com is a mobile-first website designed to inspire talent to consider building a career and a life in Upstate South Carolina.

With the new tagline in mind, DCI created a new logo that both symbolized upward movement and provided a modern take on South Carolina’s state flag and its crescent moon.

Move-up Upstate SC branding on lanyards and hats.

Paired with a mobile-first, search engine optimized website, DCI also developed marketing collateral and a paid media strategy.

This strong call to action hosts a double meaning and allows for multiple uses — “Move to Upstate SC”, “Move Up in Your Career” and even "Up Your Lifestyle."