People gather on the sand to watch the sunset in tropical Key West Florida USA
WonderFL logo

DCI and Florida Power & Light (FPL) launch a first-of-its-kind statewide talent attraction program for Florida.

Known the world over as a vacation and retirement destination, Florida needed a campaign to position the state as an ideal place to start and grow a career – and build a life. FPL’s Office of Economic Development collaborated with DCI to launch a campaign that spanned the state and eight regions with the goal to fill the employer pipeline: WonderFL.

The Challenge

During the pandemic, Florida became one of the leading states for in-migration, but still struggled to move beyond its vacation and retirement image to elevate in-demand, innovation-driven careers. In order to fill the employer pipeline with skilled talent, Florida Power & Light partnered with DCI to launch a statewide talent attraction campaign.​

The Solution

Inspired by Florida's incredible quality of life assets and the diversity of​ lifestyles and careers available in the state, and informed by research, DCI worked with Florida Power &​ Light to create and launch the "WonderFL" campaign – a first-of-its-kind statewide talent attraction campaign with eight region-specific campaigns.

The Results

  • 500+

    Stakeholders exposed to campaign pre-launch as part of statewide roadshow

  • 120,000+

    Unique website visitors within the first six months

  • 2,000+

    Followers on Instagram within the first six months

  • 13.72%

    Conversion rate on Google ads; above benchmark for all other platforms

  • Gold Award

    IEDC's Excellence in Economic Development Awards

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