ADVOCACY

“It’s Your Business”

Helping Alaskans Understand Our Core Industries

Introduction - The Why

Tourism, mining, and oil and gas fuel Alaska’s economy, but many Alaskans are unaware of their direct impact on jobs, schools, and community services. To close this gap, the Alaska Chamber and the Department of Commerce, Community and Economic Development (DCCED) launched the “It’s Your Business” campaign. Blueprint was engaged to deliver clear, relatable messaging that reached Alaskans statewide.

Pipeline running through a grassy plain with mountains in the background and a cloudy sky.

The Approach

Blueprint developed a multi-channel campaign using targeted social media and digital display advertising to make complex economic issues digestible. Messaging highlighted the importance of Alaska’s industries while featuring authentic voices and visuals to build trust and credibility.

A woman with long blonde curly hair sitting at a table, holding a smartphone in her left hand, with brochures and papers in front of her. She is wearing a light blue dress. In the background, there are two other women, one in a pink blazer and the other in a beige outfit.

Tactics & Execution

Created versatile creative assets optimized for Meta and digital display.

Applied geo- and demographic targeting to maximize reach and engagement.
Continuously monitored and optimized ad performance.

Two women smiling and looking at a laptop in an office, with people working in the background.

Results & Conclusion

The campaign delivered 2.5 million impressions and 7,000 clicks to industry landing pages at a highly efficient cost. Ads featuring real Alaska workers outperformed generic imagery, reinforcing the value of authentic storytelling.

By combining digital precision with accessible messaging, Blueprint helped the Alaska Chamber and DCCED expand public understanding of the industries that sustain Alaska’s economy.

A cruise ship sailing on a calm sea with green mountains and cloudy sky in the background.