WonderFL

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

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.

Services Digital Marketing Branding & Marketing Strategy Research Media Buying

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

WonderFL.com provides all the information and tools talent needs to make a relocation.

The WonderFL campaign was designed to be highly versatile in order to showcase the diversity of lifestyle and career opportunities in Florida.

DCI and FPL designed eight regional brands and websites within the WonderFL brand system, recognizing that perception shifts can happen at the state level, but relocation decisions happen at the local level.

Each regional brand has a unique color palette and icon system to showcase the personality of the location and its career and lifestyle assets for prospective residents