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Polk County officials hear progress pitch for 'Centered on Progress' ad campaign; water-quality spot due in June
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Summary
Marketing firm Flynn Wright presented Polk County's "Centered on Progress" campaign to the county board, reviewing Phase 1 results, a new airport spot, digital performance, and a planned water-quality chapter; presenters said about $367,000 has been spent so far and projected spending could total roughly $400,000 if continued past September.
Aaron Kennedy of marketing firm Flynn Wright presented the Polk County Board of Supervisors with a progress report on the "Centered on Progress" advertising campaign, describing phased creative work, digital performance measures and an upcoming water-quality advertisement expected to begin rotation in late June.
Kennedy said the effort began last year to "establish the primary message of 'centered on progress'" and that Phase 1 focused on a long-form video while Phase 2 emphasized initiatives that affect large numbers of residents. "You gotta go out and get it," Kennedy said, arguing the county must actively tell its own story.
Beth Ellwood of Flynn Wright summarized the campaign's digital strategy and performance metrics, noting paid social and organic partnerships with local organizations. Ellwood reported a total media spend of $202,485 "for the campaign, from fall 2025 through 2026," and said Flynn Wright will deliver a full post-buy performance recap once Nielsen ratings data arrive.
A narrated airport commercial excerpt played during the presentation, highlighting Des Moines Airport improvements, including a new terminal, additional gates and expanded parking. Kennedy said the spots aim to showcase Polk County's role in regional growth and to help attract and retain businesses.
Kennedy described the next chapter of the campaign as focused on water quality, calling it "too big of a deal" and saying Polk County should take a visible leadership role while encouraging other jurisdictions and partners to join. He said the water-quality creative is in development and likely to run in rotation by late June.
Board members pressed for budget clarity. One board member said, "So far, I know we've spent $367,000," and asked whether supervisors would vote on a total budget; presenters replied they had not assigned a final budget and do not plan a new resolution before September, but that they could quantify future spending if leadership chooses to continue the effort beyond that date. Kennedy estimated the campaign could "roll up to be about $400,000" if extended.
A county official clarified the county's contribution is coming from earmarked gaming revenue designated for economic development. Separately, a staff member cautioned presenters not to feature individual supervisors in paid ads during an election season so the messaging would not be misconstrued as political advertising; Flynn Wright said current and in-development content will focus on initiatives, not named officials.
Presenters also described research informing the creative: Flynn Wright's focus groups with young professionals flagged water quality and affordability as top concerns, and county leaders discussed broader strategic-planning work by Joe Benish and others that will continue through additional focus groups and department-head meetings.
Next steps included delivering a detailed post-buy report once rating data are available, expanded surveys (organizers said they hope for about 1,000 responses), follow-up focus groups in the fall to measure message impact and continued supervisor briefings before the board decides whether to continue the campaign after September.
