Choose Chico / Celebrating 150
The Challenge
Back in 2014, Chico needed a fresh way to tell its story. The city’s leadership wanted to attract fresh investment and strengthen its economic image. Chico was more than a college town—it was a thriving, business-ready community.
Valerie Reddemann, in collaboration with Audrey Taylor of Chabin Concepts, launched Choose Chico, a privately funded initiative designed to position Chico as a dynamic, business-friendly hub. The campaign spotlighted the city’s assets—its workforce, quality of life, and opportunities for development—to help employers, developers, and potential businesses see Chico as a serious contender for growth.
Nearly a decade later, Blue Flamingo, led by Valerie and her business partner Lindsay Steinberg, helped re-energize that momentum through Choose Chico’s Celebrating 150 Years, a citywide anniversary campaign. The initiative not only honored Chico’s history but also reignited its economic story, uniting residents, local employers, and city leaders under one shared brand of progress and pride.
Our Solution
Blue Flamingo built on the foundation of Choose Chico, amplifying it with modern tools and community energy.
Strategic Development
- Refreshed the Choose Chico brand identity and messaging.
- Managed and expanded ChooseChico.com as a hub for demographic data, workforce insights, and relocation tools.
- Partnered with local employers to fund and champion the campaign.
Creative Execution
- Produced a recruitment video highlighting local companies and career opportunities.
- Designed cohesive multi-channel campaign assets: billboards, print collateral, digital ads, and social media.
- Rolled out Celebrating 150, featuring 150 days of citywide activities, digital storytelling, and a finale event attended by more than 4,000 people.
Marketing Strategy
- Positioned Chico as a competitive destination for relocation, business expansion, and workforce recruitment.
- Elevated Chico’s image through community partnerships, earned media, and celebratory events that tied economic growth to civic pride.
- Promoted Chico’s education system, workforce pipeline, and affordability.
- Produced high-impact video and digital assets actively used by HR teams.
- Extended reach through Celebrating 150 with an app, earned media, and community events.
- Reinforced Choose Chico as a key economic development platform.
The Results
- Proven Reach & Visibility – ChooseChico.com drew 49,700+ visits, ranked on Google’s first page, and a recruitment video earned 366,000+ views with 5,800+ shares.
- Adopted by Employers – HR teams in healthcare, education, and manufacturing actively use Choose Chico materials to support workforce recruitment.
- Community & Brand Impact – High-profile events and social campaigns engaged thousands, boosted Chico’s reputation as a trusted business brand, and demonstrated the value of public–private collaboration.