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The Case of the Marriageable Minnesotans

Colin Holmes
Background
Herman, Minnesota is a small town in Western Minnesota supported primarily by the
timber and mining industries. This beautiful community is home to a population of about 500
people and located about 75 miles outside of the nearest city center.
Although timber and mining provide significant economic support to the town, many
other careers are also available in the fields of engineering, medicine, law, accounting and
teaching. The small-town charm of Herman is also inviting to small business ventures and
start-up companies that are positioned to take advantage of the towns natural and cultural
resources.
Central in location to the University of Minnesota, University of North Dakota, and
University of South Dakota, Herman is positioned to draw in great-minds from these
institutions that would help further the towns economic and social development.
Due to Hermans largely male-dominated primary industries, the towns population
greatly lacks gender diversity. Within the town population of 500 are 300 single men and
only 25 single women. The single men in Herman have become restless and are looking for
something to be done to attract more women to their town. The men are between the ages
of 25 and 55 and hope to meet women of similar age.
In 1994, Dan Ellison spoke to town leaders in an effort to spark actions that would
attract more women to Herman. Several plans were put into action in attempt to solve the
problem and some of them even garnered national media attention, one of which being a
movie produced entitled Herman U.S.A., (Seven years, 2001).
Despite the towns brief moment in the spotlight, the initial efforts to attract more
women to Herman were mostly unsuccessful. The mayor of Herman and other local leaders
are reaching out again in hopes to not only provide more opportunities to build families for
the men in the community, but to also attract educated women to the town who will provide
important socioeconomic developments to the town.
Potential Key Publics. Potential key publics include professional women between
the ages of 25 and 55, recent female college graduates, single-mothers, women seeking
careers, single members of National Association of Women Business Owners,
Potential Intervening Publics. Potential intervening publics include relationship
bloggers, Herman city government officials, alumni organizations at nearby universities
(University of Minnesota, University of South Dakota, University of North Dakota), business
journalists, reality T.V. show producers, and documentary filmmakers.
SWOT analysis
Strengths Weaknesses
Small-town charm.
Family-minded community.
Picturesque setting.
Hermans mayor is personally
invested in the campaign, because
he is also single.
Theres plenty of options for
women looking to move into the
area with 300 eligible men.
Very uneven ratio of single men to single
women.
The eligible men in Herman dont just want
any women to come to town; they are
seeking professional women, not just stay-at-
home moms.
Primary industries in Herman are typically
male-dominated.
The town is 75 miles away from the nearest
Herman has several career
opportunities due to insufficient
staffing in many jobs.
The town is a good environment
for small business owners and
entrepreneurs.
city center.
Previous campaign was unsuccessful.
May not see immediate results due to short
length of campaign.


Opportunities Threats
Empty jobs could be filled by
incoming female residents.
New small businesses by new
female residents could boost
economy.
There are several reality dating
shows on TV that may boost
publicity.
The uniqueness of the situation
could facilitate positive stories
that would go viral.
A lack of increased single women may drive
many single men in Herman to move.
Town population dwindle in subsequent
generations if no new families are created.
Economy could suffer if empty jobs arent
filled, whether by women or men.


Situation Analysis
In the small town of Herman, MN., the large population of single men are beginning
to become desperate because of the lack of single women in the community. The eligible
single female population is currently only 25 while there are 300 eligible single men
between the ages of 25 and 55. The men in the town would like to get married and raise
families, but are finding this to be difficult with so few opportunities for dating in the town.
Herman has career opportunities for women who could move into the area including jobs in
engineering, medicine, law, accounting and teaching (all of which are in need of more
employees). Attracting women to these careers, as well as female small-business owners,
would also meet the need of increasing the potential dating pool in the small town.
The citizens in Herman are rather particular of the women they want moving to their
town. They would prefer professional women who can help bolster the economy, as well as
meet the needs of building families. They do not just want women who are just looking to
marry and raise babies settling in their town. This could limit the number of potential women
that could move to the town. The current primary industries may also be slightly prohibitive
in careers since mostly men work in timber and mining. However if not enough women
move to Herman, many of the single men may decide to move in order to better their social
situation. Even if these men elect to stay, without an increase in the single female
population, they will be unable to start families and the population will naturally decrease
over time.
Core Problem/Opportunity
Due to extremely imbalanced ratio of single men to single women in Herman, MN.,
the single men of Herman are finding it difficult to marry and begin families, which if
unresolved, will lead to continued unrest amongst the men and may cause some to move
elsewhere to satisfy this social desire.


Goal
Attract professional single women to Herman, M.N. in order to facilitate the building
of long-term relationships with the towns eligible bachelors and meet the communitys
employment needs.
Objectives
1. Increase awareness of the large number of eligible bachelors in Herman amongst
professional single women between the ages of 25 and 55 and single mothers by at
least 50 percent by the third month of the campaign.
2. Increase awareness of career opportunities in Herman amongst single women
recently graduated from college and professional women between the ages of 25
and 55 by at least 50 percent by the third month of the campaign.
3. Record an average attendance of at least 150 single women at all events held
throughout the campaign.
4. Achieve a 20 percent increase in employment applications and job offers to single
women by the end of the campaign, with a long-term goal of placing at least 200
women in Herman-community based jobs and small business ventures within 5
years of the beginning of the campaign.
Big Idea
Herman, Minnesota: Build a Career. Build a Family.
Key Publics and Message Design
Professional single women between the ages of 25 and 55.
These women are in various states of life. Some are just beginning new careers and
others are veterans in their field and nearing retirement. They are hardworking, motivated
individuals who take pride in their work. The reason for their relationship status is also
varied. Some have already married, but may have gone through divorce or the death of a
spouse. Many may have put their love lives on hold in order to progress in their chosen
field. Others may have just not found the right suitor.
Self-Interests. They are interested in success, both in their professional and
personal life. They hope to have an impact on whatever career they are in. Many also hope
to build a family, either by starting a new family or finding new love after loss or divorce.
Influentials/Opinion leaders. Key influentials of professional single women in this
age group include bloggers, business journalists, university alumni organizations, and
womens business organizations such as the National Association of Women Business
Owners.
Relationship to the organization. This group is most likely currently unaware of
Herman, the number of eligible bachelors in the community, and the career opportunities
within the town. Once made aware, they may find Herman a favorable place to start a
family and either continue in their chosen career path or start anew.
Applicable Objectives. This group will help accomplish all four objectives within the
campaign.
Primary Message. Continue your career and find love in Herman.
Secondary Messages. There are over 300 eligible bachelors in this charming town.
With only 25 eligible women in currently living in town, there is ample opportunity to find
your match. Herman is an ideal community to continue your career, or bring your small-
business.
Strategies and Tactics
1. Increase awareness of large number of eligible bachelors in Herman through social
media and traditional media.
a. Issue survey through popular dating/relationship blogs to measure initial
awareness.
b. Establish social media presence through creating and promoting official
Herman, M.N. blog, Facebook, Twitter, and Instagram accounts.
i. Posts to official town Facebook, Twitter, Instagram and blog about
eligible bachelor situation.
c. Create story package to be sent to all major morning talk shows (i.e. Good
Morning America, The Today Show, Ellen, The View, etc.)
d. Create story package to be sent to nearby metropolitan broadcast stations
e. Create press release to be sent to all major newspapers and influential dating
and relationship bloggers.
f. Provide video profiles of several eligible bachelors in Herman and post to
YouTube and new town blog.
g.


2. Increase awareness of career opportunities through social media and traditional
media.
a. Issue survey through popular business blogs and websites to measure initial
awareness.
b. Establish social media presence through creating and promoting official Herman,
M.N. blog, Facebook, Twitter, and Instagram accounts.
i. Posts to official town Facebook, Twitter, Instagram and blog about career
opportunities in the community.
c. Create press release to be sent to all major business journals, newspapers,
Linkedin, and influential business bloggers.
3. Encourage eligible women to come to Herman to meet the eligible single men
through large organized social events.
. Organize large town carnival to host local single men and visiting single women.
. Posts to official town Facebook, Twitter, Instagram and blog promoting town
singles fair and events to be held at carnival (rides, kissing booth, contests, prizes, etc.)
i. Press release promoting carnival to be sent to all nearby metropolitan newspapers.
ii. Create story package promoting carnival to be sent to all nearby metropolitan
broadcast stations.
iii. Sponsor radio promotion that would provide free bus transit to single women from
nearby metropolitan areas to attend the carnival.
a. Organize large town dance to host local single men and visiting single women.
. Posts to official town Facebook, Twitter, Instagram and blog promoting town
singles dance and events to be held at dance (dance contest, live music, discounted drink
specials, etc.).
i. Press release promoting dance to be sent to all nearby metropolitain newspapers.
ii. Create story package promoting dance to be sent to all nearby metropolitan
broadcast stations.
iii. Sponsor radio promotion that would provide free bus transit to single women from
nearby metropolitan areas to attend the dance.
4. Encourage eligible women to come to Herman to seek employment through career
booths at social events and separate career fairs.
. Facilitate space for local businesses to set up informational booths at carnival and
dance to attract potential employees.
a. Organize large town career fair to be hosted by the Herman chamber of commerce.
. Posts to official town Facebook, Twitter, Instagram and blog promoting town career
fair and events to be held at fair (specific businesses present, housing options, business
presentations, local cultural highlights, etc.)
i. Press release promoting career fair to be sent to all nearby metropolitan
newspapers.
ii. Create story package promoting career fair to be sent to all nearby metropolitan
broadcast stations.
iii. Sponsor radio promotion that would provide free bus transit to single women from
nearby metropolitan areas to attend the career fair.




Single Mothers.
These women come from many different marital backgrounds. Whether their
relationship ended in divorce, the death of a spouse, or separation from their significant
other, they are left alone to tend to their children. They want the best kids and would do
anything to provide them with a better life. Many desire them to have a father figure in their
childrens lives. Some would also like to pursue a career while raising their kids.
Self-Interests. They want the best for their children. Many also want to find love
again and find a companion that will be able to help them raise their kids and provide for
their family. They also want to contribute to the household as well, as many currently hold
jobs to suppor their family and would like to continue working.
Influentials/Opinion leaders. Key influentials of single mothers include bloggers,
peers, and media outlets reporting on family issues.
Relationship to the organization. This group is also most likely currently unaware
of Herman and the number of eligible bachelors in the community. They may find this a
good place to rebuild their family.
Applicable Objectives. This group will help accomplish objectives number 1, 3 and
4.
Primary Message. Build a family in the charming town of Herman.
Secondary Messages. There are over 300 eligible bachelors in this charming town.
With only 25 eligible women in currently living in town, there is ample opportunity to find
your match. This is a family friendly community with many men hoping to begin their own
family. Herman is an ideal community to continue your career and raise your family.
Strategies and Tactics
1. Increase awareness of large number of eligible bachelors in Herman through social
media and traditional media.
a. Issue survey through popular dating/relationship blogs to measure initial awareness.
b. Establish social media presence through creating and promoting official Herman,
M.N. blog, Facebook, Twitter, and Instagram accounts.
i. Posts to official town Facebook, Twitter, Instagram and blog about eligible bachelor
situation.
c. Create story package to be sent to all major morning talk shows (i.e. Good Morning
America, The Today Show, Ellen, The View, etc.)
d. Create story package to be sent to nearby metropolitan broadcast stations
e. Create press release to be sent to all major newspapers and influential dating and
relationship bloggers.
f. Provide video profiles of several eligible bachelors in Herman and post to YouTube
and new town blog.
. Pitch video profiles to popular dating/relationship blogs


2. Increase awareness of career opportunities through social media and traditional
media.
a. Limited implementation to this public
b. Posts to official town Facebook, Twitter, Instagram and blog about career
opportunities in the community.
3. Encourage eligible women to come to Herman to meet the eligible single men
through large organized social events.
. Organize large town carnival to host local single men and visiting single women.
i. Posts to official town Facebook, Twitter, Instagram and blog promoting town
singles fair and events to be held at carnival (rides, kissing booth, contests, prizes, etc.)
ii. Press release promoting carnival to be sent to all nearby metropolitan newspapers.
iii. Create story package promoting carnival to be sent to all nearby metropolitan
broadcast stations.
iv. Sponsor radio promotion that would provide free bus transit to single women from
nearby metropolitan areas to attend the carnival.
a. Organize large town dance to host local single men and visiting single women.
. Posts to official town Facebook, Twitter, Instagram and blog promoting town
singles dance and events to be held at dance (dance contest, live music, discounted drink
specials, etc.).
i. Press release promoting dance to be sent to all nearby metropolitain newspapers.
ii. Create story package promoting dance to be sent to all nearby metropolitan
broadcast stations.
iii. Sponsor radio promotion that would provide free bus transit to single women from
nearby metropolitan areas to attend the dance.
4. Encourage eligible women to come to Herman to seek employment through career
booths at social events and separate career fairs.
. Facilitate space for local businesses to set up informational booths at carnival and
dance to attract potential employees and process applications and resumes.
a. Organize large town career fair to be hosted by the Herman chamber of commerce.
. Posts to official town Facebook, Twitter, Instagram and blog promoting town career
fair and events to be held at fair (specific businesses present, housing options, business
presentations, local cultural highlights, etc.)
i. Press release promoting career fair to be sent to all nearby metropolitan
newspapers.
ii. Create story package promoting career fair to be sent to all nearby metropolitan
broadcast stations.
iii. Sponsor radio promotion that would provide free bus transit to single women from
nearby metropolitan areas to attend the career fair.



Single women recently graduated from college.
These women have recently earned a degree and hope to begin the next chapter in
their life. For many, this means finding a career to begin applying their studies in the real
world. These women are young and many hope to start a family soon and find a significant
other in the city where their career takes them. They are hard working and eager to achieve
success within a new career and in their personal life.
Self-Interests. They want to find joy in the next stage of their life. They hope to find
a fulfilling career and the possibility for a strong family down the line.
Influentials/Opinion leaders. Key influentials of these women include university
alumni organizations, peers, bloggers, parents, and media outlets reporting on their field of
study.
Relationship to the organization. This group is also most likely currently unaware
of Herman and the ample opportunity for career growth in the town. They also likely dont
know about the number of eligible bachelors in the community. They may see this as a
good place to begin their professional life and begin a family as well.
Applicable Objectives. This group will help accomplish objectives number 2, 3 and
4.
Primary Message. Start your new life in the charming town of Herman.
Secondary Messages. Herman has a variety of career opportunities in the fields of
engineering, medicine, law, accounting, and teaching. Herman is in need of an up and
coming workforce to help build the community. There are over 300 eligible bachelors in this
charming town. With only 25 eligible women in currently living in town, there is ample
opportunity to find your match.



Strategies and Tactics
1. Increase awareness of large number of eligible bachelors in Herman through social
media and traditional media.
a. Limited implementation to this public.
b. Establish social media presence through creating and promoting official Herman,
M.N. blog, Facebook, Twitter, and Instagram accounts.
i. Posts to official town Facebook, Twitter, Instagram and blog about eligible bachelor
situation.
2. Increase awareness of career opportunities through social media and traditional
media.
. Issue survey through popular business blogs and websites to measure initial
awareness.
a. Establish social media presence through creating and promoting official Herman,
M.N. blog, Facebook, Twitter, and Instagram accounts.
. Posts to official town Facebook, Twitter, Instagram and blog about career
opportunities in the community.
b. Create press release to be sent to all major business journals, newspapers,
Linkedin, and influential business bloggers.
3. Encourage eligible women to come to Herman to meet the eligible single men
through large organized social events.
. Organize large town carnival to host local single men and visiting single women.
. Posts to official town Facebook, Twitter, Instagram and blog promoting town
singles fair and events to be held at carnival (rides, kissing booth, contests, prizes, etc.)
i. Press release promoting carnival to be sent to all nearby metropolitan newspapers.
ii. Create story package promoting carnival to be sent to all nearby metropolitan
broadcast stations.
iii. Sponsor radio promotion that would provide free bus transit to single women from
nearby metropolitan areas to attend the carnival.
a. Organize large town dance to host local single men and visiting single women.
. Posts to official town Facebook, Twitter, Instagram and blog promoting town
singles dance and events to be held at dance (dance contest, live music, discounted drink
specials, etc.).
i. Press release promoting dance to be sent to all nearby metropolitain newspapers.
ii. Create story package promoting dance to be sent to all nearby metropolitan
broadcast stations.
iii. Sponsor radio promotion that would provide free bus transit to single women from
nearby metropolitan areas to attend the dance.
4. Encourage eligible women to come to Herman to seek employment through career
booths at social events and separate career fairs.
. Facilitate space for local businesses to set up informational booths at carnival and
dance to attract potential employees.
a. Organize large town career fair to be hosted by the Herman chamber of commerce.
. Posts to official town Facebook, Twitter, Instagram and blog promoting town career
fair and events to be held at fair (specific businesses present, housing options, business
presentations, local cultural highlights, etc.)
i. Press release promoting career fair to be sent to all nearby metropolitan
newspapers.
ii. Create story package promoting career fair to be sent to all nearby metropolitan
broadcast stations.
iii. Sponsor radio promotion that would provide free bus transit to single women from
nearby metropolitan areas to attend the career fair.


Calendar


Year 1 Years 2-10






Communications Confirmation Table

Key Public Objectives Strategies Tactics
Professional
single women
between the
ages of 25 and
55
1. Increase
awareness of the
large number of
eligible bachelors
in Herman.
2. Increase
awareness of
career
opportunities in
Herman.
3. Record an
average
attendance of at
least 150 single
women at all
1. Increase awareness
of large number of
eligible bachelors in
Herman through social
media and traditional
media.
2.Increase awareness
of career opportunities
through social media
and traditional media.
3. Encourage eligible
women to come to
Herman to meet the
eligible single men
through large organized
--Awareness surveys (
Strategy 1 and 2)
--Creating and
promoting official
Herman, M.N. social
media
--Posts to official town
social media: eligible
bachelor situation and
career opportunities.
--Story package to be
sent to all major
morning talk shows (i.e.
Good Morning America,
The Today Show, Ellen,
Tactics
Q
1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

I'm a Trucker website

I'm a Trucker blog

Social Media posts

Entrepreneurship fair

Invitations to Utah clients

Fair promotion

Presentation

Key
Booth

PR Firm
Press Release to media

Phone
Center
Social Media posts

CR England
QR Code stickers

Improved dress code

Driver standards

Phone calls

Letters

Projecting report presentation

Personal meetings

events.
4. Achieve a 20
percent increase
in employment
applications and
job offers.
social events.
4. Encourage eligible
women to come to
Herman to seek
employment through
career booths at social
events and separate
career fairs.


The View, etc.)
--Story package to be
sent to nearby
broadcast stations
--Press release to be
sent to all major
newspapers and
influential dating and
relationship bloggers.
--Press release to
business journals and
bloggers.
--Video profiles of
eligible bachelors
--Pitch video profiles to
popular dating/
relationship blogs
--Town Carnival
--Town Dance
--Career Fair
Key Public Objectives Strategies Tactics
Single Mothers 1. Increase
awareness of the
large number of
eligible bachelors
in Herman.
3. Record an
average
attendance of at
least 150 single
women at all
events.
4. Achieve a 20
percent increase
in employment
applications and
job offers.
1. Increase awareness
of large number of
eligible bachelors in
Herman through social
media and traditional
media.
2.Increase awareness
of career opportunities
through social media
and traditional media.
3. Encourage eligible
women to come to
Herman to meet the
eligible single men
through large organized
social events.
4. Encourage eligible
women to come to
Herman to seek
employment through
career booths at social
events and separate
career fairs.


--Awareness survey
--Creating and
promoting official
Herman, M.N. social
media
--Posts to official town
social media: eligible
bachelor situation and
career opportunities.
--Story package to be
sent to all major
morning talk shows (i.e.
Good Morning America,
The Today Show, Ellen,
The View, etc.)
--Story package to be
sent to nearby
broadcast stations
--Press release to be
sent to all major
newspapers and
influential dating and
relationship bloggers.
--Video profiles of
eligible bachelors
--Pitch video profiles to
popular dating/
relationship blogs
--Town Carnival
--Town Dance
--Career Fair
Single women
recently
graduated from
college
2. Increase
awareness of
career
opportunities in
Herman.
3. Record an
average
attendance of at
least 150 single
women at all
events.
4. Achieve a 20
percent increase
in employment
applications and
job offers.



2.Increase awareness
of career opportunities
through social media
and traditional media.
3. Encourage eligible
women to come to
Herman to meet the
eligible single men
through large organized
social events.
4. Encourage eligible
women to come to
Herman to seek
employment through
career booths at social
events and separate
career fairs.




--Awareness survey
--Creating and
promoting official
Herman, M.N. social
media
--Posts to official town
social media: eligible
bachelor situation and
career opportunities.
--Press release to
business journals and
bloggers.
--Town Carnival
--Town Dance
--Career Fair



Evaluation Criteria and Tools


1. At least a 50 percent increase in awareness of the large number of eligible bachelors
in Herman amongst professional single women between the ages of 25 and 55 and
single mothers by the third month of the campaign.
Tools. Replication of initial benchmark survey of professional single women and
single mothers at the beginning of the third month of the campaign.
2. At least 50 percent increase in awareness of career opportunities in Herman
amongst single women recently graduated from college and professional women between
the ages of 25 and 55 by the third month of the campaign.
Tools. Replication of initial benchmark survey of professional single women and
women recently graduated from college at the beginning of the third month of the
campaign.
3. An average attendance of at least 150 single women attendended all events held
throughout the campaign.
Tools. Record attendance at each campaign event and average the total
overall attendance over the number of events held.
4. At least a 20 percent increase in employment applications and job offers to single
women by the end of the campaign, with a long-term goal of placing at least 200 women in
Herman-community based jobs and small business ventures within 5 years of the beginning
of the campaign.
Tools. Report of municipal employment statistics at the end of the campaign and at
the end of the 5 years to follow-up on long-term goal.




Works Cited


Seven years after 'Bachelormania,' life settles down in Herman. Brainerd Dispatch.
N.p., 7 April 2001. Web. 1 Dec. 2013.
<http://brainerddispatch.com/stories/040701/sne_0407010122.shtml>