Campaign not meant as insult, but to entice commuters, retirees

by Brandon L. Summers • Daily News
Published/Last Modified on Friday, July 23, 2010 3:27 PM CDT

A marketing campaign designed to entice commuters and retirees to consider living in Wahpeton has had negative feedback, according to the Wahpeton economic development office.

More than 10,000 North Dakota and Minnesota residents within a 15-35 mile radius received the letters, which touted the rewards of living here and the city's amenities and opportunities.

"It's no different than what Barnesville (Minn.) is doing on radio and TV," said Jane Priebe, economic development director.

The letters, though, used the names of residents (as opposed to 'Sir' or 'Madam') and the name of their town in the letters to make them more personalized. Fergus Falls, Minn., received roughly 6,500 letters.

The direct mailing campaign has backfired somewhat. In addition to being perplexed as to how the city received their names, some people were also insulted by the letters, perceiving that Wahpeton is insinuating that their towns do not have these certain amenities and opportunities.

"(The letter) certainly wasn't sent with the spirit of 'your community doesn't have these amenities,'" Priebe said.

She said there haven't been many, but there have been calls inquiring how the names were acquired.

Brian Meckler, owner and marketing adviser of Absolute Marketing, said the company purchased a bundle of names and addresses from a third party vendor on behalf of the city, which is legal.

"I don't think there's anything that was insulting or offensive, but maybe... with their town referenced in there they might have (taken) it as more of a competitive message," Meckler said.

There will not be another mailing and Priebe and Meckler said names will not be used again for this or any other campaign. A second mailing campaign is not planned.

Letters will also be sent to the impacted Richland County cities and their mayors explaining the intentions of the campaign.

Aside from the reaction, the campaign has otherwise been met with positive response.

"It's really for those folks who are on the bubble about where they want to live for a while," said Priebe.

"It's also to give a good, positive reinforcement about the community for people who are already living and working in Wahpeton, to the ads and have some pride," Meckler said.

The city received a $25,000 state grant for marketing from the North Dakota Department of Commerce to entice North Dakotans but mostly Minnesotans to live in Wahpeton.

The campaign, which began in April, will continue through December with a series of regular radio, TV and print ads.