When Divide County Economic Development Council approached us in 2024, they faced a challenge familiar to many rural communities: people simply didn't know what they had to offer. The perception problem was significant as many people had little awareness of the quality of life and career opportunities available in northwest North Dakota. 

The county needed to attract new residents and workers, particularly targeting adults aged 25-45 in North Dakota and neighboring Canadian provinces. They wanted to showcase affordable housing, excellent schools, safe communities, outdoor recreation, and proximity to both Bakken oil field opportunities and the Canadian border. 

The Cornerstone of North Dakota 

Our brand concept centered around the powerful positioning: "The Cornerstone of North Dakota." This messaging works both literally as Divide County sits in the North Dakota’s northwest corner, and figuratively, representing the foundational values and ideal prairie living that North Dakota represents. 

The creative direction emphasized Divide County as a picture-perfect example of what rural America can be, "Towns right out of a movie. A countryside like it's plucked out of a painting. And people at their absolute best." This positioning transformed a potential negative (being remote) into a positive (being authentically North Dakota). 

Our comprehensive digital campaign reached potential residents through programmatic advertising, social media, and targeted email marketing across North Dakota and Canada, generating millions of impressions over the campaign period. 

By embracing their role as North Dakota's cornerstone rather than apologizing for their location, we helped position Divide County as the authentic, ideal version of prairie living. And thereby attracting people seeking genuine community, career opportunities, and quality of life.