Entered by Economic Development Regina

Regina’s economy is growing, but labour shortages are holding it back. Economic Development Regina (EDR) estimated the cost of unfilled jobs in 2023 at nearly $500M annually. Saskatchewan projects more than 119,000 job openings between 2024-2028, with one in five in skilled trades or transportation. Despite strong opportunities, Regina battles outdated perceptions, low national awareness, and stiff competition from larger cities. The team needed to not just market Regina, but deeply understand who might actually consider moving there, what mattered to them, and how to reach them. A data-led approach became essential.

By grounding the strategy in research, the team could identify the right audiences, clarify their motivations, and create a targeted plan to position Regina as a place where affordability, opportunity, and quality of life intersect. This wasn’t just about filling jobs – it was about building the evidence base to attract the right people for Regina’s future.