Ride the Rise video campaign
February 4, 2025
A new campaign aims to spread the word about economic resurgence in Randolph County to people considering a move into the region, the Randolph County Economic Development Corp. said.
The Ride the Rise campaign is a workforce-attraction initiative inviting individuals from across North Carolina and beyond to discover the exceptional career opportunities and high quality of life that Randolph County has to offer, an RCEDC press release said.
In 2012, Asheboro and Randolph County faced significant challenges, even drawing national attention through a 60 Minutes segment titled “The Death and Life of Asheboro.”
Today, despite layoffs in the area’s traditional employment sectors — including prominently the closure of Klaussner Furniture Industries in August 2023 — the county has had a string of big economic wins, including Toyota’s battery manufacturing plant under construction in liberty, the Ross Store Inc. distribution center planned for the Randleman area and the Wolfspeed semiconductor plant near Siler City.
Last April Randolph Community College announced plans to spend $8.5 million on three new projects aimed at addressing expected workforce needs driven by what RCC President and CEO Shah Ardalan described as $30 billion of investment in industrial projects within a 30-minute drive.
Kevin Franklin, president of the RCEDC, said that Randolph County is proving that it is a place of opportunity and promise.
“We want to redefine the narrative and showcase all the good happening here in the heart of North Carolina,” he said. “Randolph County has seen incredible progress over the past decade, and now is the time to invite others to join us. Whether you’re starting a career, transitioning from military service, or looking for new opportunities after a job displacement, Randolph County is a place where you can build your future.”
The Ride the Rise campaign focuses on key demographic groups to reach the workforce of the future, including:
• Community college students across North Carolina pursuing technical skills aligned with local employer needs.
• Military personnel and their families transitioning from North Carolina bases and seeking strong career prospects.
• Workers affected by large layoffs and facility closures looking for stability and growth opportunities.
Ride The Rise will include targeted advertising on social media and Google ads to direct the audience to consider Randolph County, the RCEDC news release said. The campaign will feature video content, banner ads, and promoted stories highlighting Randolph County’s thriving economy and lifestyle benefits.
As part of this process the RCEDC has launched a new “Jobs of the Future” landing page with up-to-date job information.
For more information about Ride the Rise and to view campaign materials, visit rcedc.com.
Source: Courier-Tribune