The Situation:
A regional economic development organization needed to educate several target markets as to the existence, and most importantly, the mission and resources they could provide to new or expanding businesses in seven Southeast Idaho counties. The public outreach campaign needed to establish the RDA brand and clarify the confusion between the several economic development options that exist. At the same time the RDA needed to educate the public and business sectors to the job creation the RDA was responsible for. The client had a limited budget and state government accountability.
The S&A Strategy:
With a little known brand and tremendous confusion regarding the RDA and its competitors, S&A centered on the RDA's unique partnering approach in positioning the brand. The agency developed the "East Idaho's Partner in Growth" tagline which was included in the multi-media appeal to the public and business targets, as well as, a direct mail campaign.
The Result:
RDA began to receive increased inquiries from the marketing campaign almost immediately. The board of directors reviewed a larger number of proposals the first year the campaign was employed and have since awarded more development funds - including $2,500,000 to Melaleuca and $500,000 to Tetri-Dyne, culminating in 170+ higher-paying jobs for Southeast Idaho.
|
|
