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North Dakota Officials Optimistic on Find the Good Life Campaign
Post Date: Aug 03 2015

By Grand Forks Herald
State officials are optimistic that a campaign to attract permanent workers to North Dakota will help make a dent in the state's thousands of job openings.

The Find the Good Life in North Dakota campaign, launched in May 2014, has targeted those who may want to move to the state for work. The effort got off the ground with a $400,000 donation each from Hess Corp. and the North Dakota Department of Commerce.

Messages about North Dakota's abundant job opportunities and its quality of life have appeared in a range of outlets, spanning from NBC News to a 25-page profile in Delta Airlines' in-flight magazine. The campaign uses print, television, digital advertising, social media and targeted emails to spread its message, according to a summary provided by state Department of Commerce.

In a meeting with the Herald's editorial board Wednesday, state officials said they believe the campaign can help recruit permanent workers to North Dakota, but they're not sure how their success will be measured.

"How do we define success? It's not an easy answer," said Sara Otte Coleman, North Dakota's tourism director.

The state had 23,679 job openings in June, down 7.5 percent from a year prior, according to Job Service North Dakota.

But reducing the number of job openings may not necessarily be the primary goal of the campaign, Otte Coleman said, because more open positions means more businesses are coming to the state and the economy is growing. She recalled the remarks of a North Dakota Economic Development Foundation Board member when discussing how they would know when the campaign is successful.

"(He) said 'I'll just know ... We'll know when we've reached a point that it's making a difference,'" Otte Coleman said.

Officials said they're focusing on longevity, given it takes people an average of six to 18 months to decide whether to move, according to the U.S. Census Bureau.

North Dakota Officials Optimistic on Find the Good Life Campaign - Grand Forks Herald
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