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CASE STUDY

Bessemer, Michigan

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CASE STUDY

Bessemer, Michigan

The City of Bessemer, Michigan hired North of Eight Design & Marketing to promote the release of their 4-part video campaign, #BeBessemer. This campaign was used to highlight why Bessemer is a great place to live, boasting a thriving family-friendly community, an encouraging environment for entrepreneurs, and the perfect place for thrill-seekers to reside - all for extremely low housing costs. 

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The S.O.S

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We began our journey working with the City of Bessemer after responding to their RFP posted online. After meeting with the city manager via Zoom, we learned that they were looking for a marketing agency to help promote their seasonal video series that boasted all the perks of living in their small town located in the Upper Peninsula. They were also interested in having Kassie come out and spend the day photographing the town for images to be used on their social media platforms (Facebook + Instagram).

The Path Forward

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Over the course of 6 months, North of Eight Design & Marketing…

– Grew Bessemer’s Facebook and Instagram audience by +500 followers during the campaign

– Garnered over 21.8k hard-earned clicks to their website (directly from Facebook)

– Made over 214k total impressions - gaining 2.6k likes on their social media posts

– Racked up more than 88k views on the four videos that were released during the #BeBessemer campaign

– Earned a total of 25k minutes viewed 

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Finding our way

North of Eight was challenged to release the videos in a timely manner while highly-targeting individuals who would potentially consider moving to Michigan. Through Facebook, LinkedIn, and Google Ads - we crafted a digital marketing strategy that would highlight Bessemer’s way of life, affordable housing, opportunities for entrepreneurs, and the welcoming community. This included our photography, social media management (Facebook and Instagram) and digital advertising services. For Facebook and Instagram, we crafted posts revolving around the #BeBessmer campaign and aimed to utilize as many photos as possible from our day-long photo session.

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putting bessemer on the map

During the project, we were challenged with targeting the right audience at the right time through a series of ad campaigns on various platforms. We really had a lot of fun with this one because the ultimate goal was to show off how great it is to live and reside in Bessemer, MI. We experimented with different locations, interests, demographics until we found an extremely targeted audience that churned out big results.

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picture perfect

After accepting our proposal for social media management and digital advertising, Bessemer opted to have us come out and do a full day photo session. Throughout the day, we had the opportunity to capture images of the town, individual businesses, schools, parks, and even breathtaking waterfalls and the beautiful shoreline. It was a great opportunity for us to get to know more about the town we were promoting and it gave us the chance to really highlight all the amazing things about Bessemer, MI and the UP. The photos were then used on social media as well as their website.

North of Eight has helped take the City of Bessemer from a dismal social media portrayal to one other communities have openly envied. They have been wonderful to work with and have really helped our community shine.

-Charley Loper