As a suburb of Dallas, Richardson was having a tough time attracting young professionals to live (and spend earned and disposable income) in Richardson. While many young professionals worked in the city, they lived, and therefore started families, in Dallas or other competing areas. As talent attraction is becoming one of the most important economic development initiatives that city leaders are discussing, Richardson needed to deploy a strong talent attraction initiative to drive visibility to the region for working, living, and growing a family purposes.
Atlas conducted research with young professionals, gathering testimonials for use in video development, a talent attraction strategy, and a targeted digital marketing campaign at SXSW.
A dedicated campaign was created called Real Richardson where they’ve coined phrase: “Our hipsters wear suits.” The campaign received several accolades, both regionally and nationally, and continues to provide valuable information to the young professional demographic about living and working in Richardson.