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City and community leaders recently released a series of videos and print advertisements to promote Luverne to potential businesses and residents.
At Monday morning’s meeting of the Luverne Economic Development Authority, the board viewed the videos and images produced by the Sioux Falls agency Media One Advertising and Marketing.
They were created over the past nine months with outside imagery captured during spring and summer weather when the outdoors was green and crabapple trees were flowering.
The ad campaign promotes Luverne with two messages, one geared for business recruitment and the other for “lifestyle” residential recruitment, both highlighting Luverne’s assets.
The business video features local leaders discussing the business climate and local economy.
“From starting a business to expanding a business or taking a job in Luverne, the testimonies give a glimpse of what it means to be part of a community that supports and encourages each other,” EDA director Holly Sammons shared in her report.
“It also gives tips and pointers on where to start — the city, EDA, Chamber and LIFT — and is a great example of the collaborative efforts that make our community unique.”
In the lifestyle video, residents from all walks of life describe why they “Love the Life” in Luverne.
“This video showcases the variety of civic and cultural opportunities for people of all ages, backgrounds and interests,” Sammons said in her report.
“It is intended to show what life looks and feels like in Luverne in a very authentic, genuine way. There’s no doubt that the Luverne community has a lot to offer.”
Strategic messaging
Sammons said working with the Chamber and Media One, the voices for the “advertorials” were chosen strategically with an eye for including the right mix of older and younger voices from a variety of backgrounds and professions.
For example, Dr. Nicole Woodley talks about the advantage of Luverne’s family amenities — The Lake, the bike path, parks, etc. — located in the same town where she works.
“I can be on call and be five minutes away from the hospital and still be at The Lake with my kids,” Woodley says in the video.
Retiree Mary Lutmer in the video talks about reasons Luverne is a good place to retire, such as not having to leave town for health care and its quiet, clean neighborhoods.
“It’s a good city to retire in,” she said. “I wouldn’t move to any other place.”
Business owners Mark Ommen (Jaycox) and Kevin Aaker (Luverne Body Shop) appear in the video talking about Luverne’s support for business growth and progressive momentum.
Other voices, like Cody and Nicole Henrichs, speak of Luverne residential living as less expensive and better quality with lower real estate taxes than other areas and better educational opportunities.
“Our public education in Luverne rivals private education anywhere,” Cody said.
Superintendent Craig Oftedahl talks about LHS student success after graduation and about the current building project.
Others mention Dollars for Scholars money and college credits available in Luverne.
A drone camera captures video of lush green school grounds with students on the football field and children playing soccer on the west side.
“We didn’t stage that,” Sammons said. “We don’t have to make this up, because this is what happens in real life. This is what’s going on in Luverne.”
The business video provides information about Luverne’s industrial park and its recent infrastructure investments.
“We have lots ready and we’re willing and able to accommodate anyone’s specific needs,” Sammons says in the video.
Investment in promotion
After viewing the videos Monday morning, LEDA board members said they were impressed by the production.
“We sometimes forget how much there is here in Luverne,” EDA board member Mike Engesser said.
The print ad campaign was created using still images from the video and from interviews and testimonials.
The print ads promote residential lot sales, unique community amenities, quality of life, business development and employee recruitment.
The print ads will appear in the Sioux Falls magazine, Etc. for Her, which targets area women in the 30- to 60-year-old cohort. Half-page Luverne ads will run for $450 per month for nine months.
For the past five years, the EDA has promoted Luverne in the magazine, which prints more than 15,000 copies that are distributed at more than 150 sites across the region.
The print ads will also appear in the 10,000-circulation Luverne Announcer shopper and Rock County Star Herald subscription paper, in addition to social media sites.
Public-private effort
The EDA collaborated on the project with LIFT (Luverne Initiatives For Tomorrow). The EDA’s portion of the Media One production bill was $5,242.
At Monday’s meeting, the EDA board agreed it was money well spent and a successful public-private collaboration.
“On the private side, we have people who care about the community and want to move it forward, and there’s the mechanical arm of the EDA, which has resources to advertise,” Sammons said. “We all win when we all work together.”
The lifestyle video link is https://www.youtube.com/watch?v=I8ImMTfsExk&feature=youtu.be and the business recruitment link is https://www.youtube.com/watch?v=v4b3ZfqmmU8&feature=youtu.be.
They can both be found on the city’s website, www.cityofluverne.org.