Gov. Kristi Noem is announcing a new phase of the “Freedom Works Here” workforce recruitment campaign just as lawmakers are scrutinizing the project.
The campaign features videos of Noem performing various jobs, like a plumber or dentist, while encouraging people to move to South Dakota.
Noem has lauded the campaign, saying it’s driving interest in the state. Wednesday, she announced a second phase of ads will soon launch.
“We are continuing to recruit Freedom-loving Americans from across the country to come live and work right here in South Dakota," Noem said in a press release. "I can’t wait for everyone to see the new Freedom Works Here ads!”
The press release also included words of support from Sioux Falls Mayor Paul TenHaken, who said he recently welcomed a "major" East Coast investor to Sioux Falls who was visiting because of the advertisements he saw from the campaign. TenHaken did not identify the investor.
Noem's office said the ads have been viewed over 800 million times, and more than 7,500 people have expressed interest in moving to South Dakota because of the campaign.
That governor's announcement of additional ads comes amid a wave of legislative scrutiny.
In Monday’s interim appropriations committee meeting, lawmakers questioned the Governor’s Office of Economic Development on how they are tracking the campaign’s success. The next day, the legislature’s executive board voted to send a letter asking GOED for more details on the campaign's contract, which went to an out-of-state firm.
The budget for phase two of the Freedom Works Here campaign is approximately $1.5 million, according to the governor's office. The initial phase cost the state roughly $5 million.
The new commercials have already been filmed and feature four additional professions, Noem's office said, though they did not provide a release date.
One ad from the first phase claims average starting salaries for apprenticeships in the state is $77,000. That figure is based on a national average for workers who have completed an apprenticeship.
