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Sense of Belonging
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Business New Haven
7/10/2000
By: Kristi Sullivan
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I am writing in response to the editorial that was printed on June 12 ("Say What? And to Whom?"), regarding the comment about the state's You Belong in Connecticut web site. Your column states, "That expensive effort produced a web site (www.youbelonginCT.com) that was so obviously produced by middle-aged, middle-class men that any 18-year-old would have considered it a parody of wannabe hipness.
Actually, this site was produced by two young men in their early twenties who were included in a You Belong in Connecticut feature on CPTV in October 1999. The site recently celebrated its one-year anniversary with hits totaling over two million, and was recognized by Connecticut Magazine as "One of the Top 50 Web Sites in the State."
There have been innumerable positive responses to not only the site, but
also the campaign as a whole, including an extraordinarily high awareness level among our three target audiences (high school students, college students and young professionals) ranging from 46-51%. These incredible results for a first-time campaign led to awards from both the American Marketing Association and the Public Relations Society of America.
Expense is a relative term ? but for the number of people we were trying to reach, our $775,000 budget was actually quite small. In fact, the AMA award was in the category of guerilla marketing.
We are kicking off the second summer youth campaign this July, and the web site is in the process of being completely redesigned, again by
twentysomethings.
While we aren't sure what specific items on the site made you think we were trying to be "hip," we hope the new look draws a more positive response from Business New Haven, and more importantly, from visitors looking forinformation about living, working, doing business and having fun in Connecticut.
Meanwhile, we applaud New Haven's endeavor to market itself and invite the city to collaborate with the state's efforts to give our shared audiences students, residents, workers and business leaders of all ages, both in-state and out-of-state, another reason why "You Belong in Connecticut."
Sincerely,
Kristi Sullivan, Marketing Specialist
Connecticut Economic Resource Center
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