WORKInTulsa Initiative
Economic Development Marketing Transformation
The Challenge:
The inTulsa Initiative, backed by the George Kaiser Family Foundation, needed to establish itself as Tulsa's premier talent attraction and workforce development organization. Operating in a competitive landscape for talent acquisition, the organization required a comprehensive marketing strategy to reach three distinct audiences: prospective talent considering relocation to Tulsa, local employers seeking skilled workers, and community stakeholders invested in economic growth.
The challenge was creating cohesive messaging that would resonate across both B2B and B2C channels while driving measurable engagement and conversions. With ambitious goals to attract 50 tech professionals to relocate to Tulsa annually, we needed marketing that would cut through the noise and position Tulsa as a compelling destination for career growth.
My Approach
I led the development and execution of an integrated omni-channel marketing strategy. My approach combined strategic brand positioning, targeted digital campaigns, earned media initiatives, and comprehensive content marketing.
Key strategic initiatives included:
Developing B2B and B2C messaging frameworks for different audience segments
Implementing robust marketing operations using Hubspot
Establishing clear KPIs and reporting structures across all channels
Creating signature event experiences like "Living on Tulsa Time" to showcase Tulsa to prospective talent
Building earned media relationships with national business publications
Optimizing paid and organic social media campaigns for both talent and employer audiences
Supervising high-performing creative team with equitable workload distribution
I partnered closely with leadership to define annual marketing goals, establish a unified communications calendar, and manage creative and technology vendors to deliver high-quality design, CMS, and production deliverables within budget.
The Results:
Under my leadership, inTulsa achieved 4 million+ impressions across digital channels with an exceptional 30% campaign conversion rate—significantly above industry benchmarks for talent acquisition marketing.
The organization secured national media coverage in prestigious outlets including Fast Company and Wall Street Journal, dramatically elevating brand credibility and reach beyond our paid media efforts. This earned media positioned inTulsa as a thought leader in remote talent attraction and economic development.
Our signature "Living on Tulsa Time" event exemplified our integrated approach: with a modest ad spend of $15,256, we generated 1.38 million impressions and achieved 122 attendees—406% of our original 30-person goal. The campaign delivered a cost-per-click of just $3.11 for high-value tech talent, with email open rates of 37.2%.