The Southern Idaho Economic Development Organization had an opportunity to increase awareness of the strong business opportunity that exists in Southern Idaho. The SIEDO had recently brought Dell into Twin Falls and this impressive acquisition would serve as a calling card to attract other reputable firms. An ongoing effort was required to promote the success of Dell and other business that had moved to Southern Idaho. A limited budget required that the marketing and PR materials be assertive and stand out in a very competitive arena.

The S&A Strategy:

The work recommended by the agency was based on the idea that landing Dell and other major business should really come as no surprise. The residents and existing business have realized for years the great attributes of the area. The trade ads and trade show displays were designed to shed maximum attention on Southern Idaho’s unique attributes and to help build a long-term brand perspective of the region. The message for various industries was modified to be more relevent to the target, but remained consistent with the brand’s essence.

The Result:

In a very short time SIEDO has received contacts from an ever increasing volume of new, interested parties. The organization has gone from relatively low national exposure to one that today meets or exceeds that of markets of the same size. A unified message shared by all the participating communities of Southern Idaho has been leveraged with the State of Idaho’s message to create even more awareness.