2006 National branding initative
Situation
In the aftermath of Hurricanes Katrina and Rita, Louisiana Economic Development (LED) needed to provide certainty to businesses considering returning, rebuilding or investing in Louisiana. Louisiana was faced with many obstacles in recruiting new businesses including lowered national perception, a historically unfavorable business environment, shortage of a trained workforce and low ranking economy. The campaign also needed to retain in-state businesses by positioning LED as the leading source for recovery resources.
Research insights found the business decision influencers to be innovative, independent thinkers, early adopters, opinion leaders, information seekers, and active in the community. We recommended using general news, business specific and lifestyle channels to surround the audience with creative messaging tiered to address specific sub-segments and drive traffic to the LED website to allow for data and lead capture.
Implementation
In-state
- Local newspaper, city and regional business publications
- News/talk radio
- Geo-targeted internet
- Outdoor billboards
- Airport displays including spectaculars and floor decals
- Cable news networks
- Inc co-branded e-newsletters
- LSU integrated sponsorship including stadium signage, radio and contesting
National
- 2 page insert in general business publications
- National newspaper, industry specific trade publications
- Paid keyword search, national news and business websites
Results
- 2.6:1 added value to investment ratio
- 300% increase in site traffic
- 45,000 documents downloaded per month
- $33 billion in capital investment by new and existing companies
- 29,424 jobs retained
- 27,442 jobs created due to new projects
