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Business and Talent Attraction Campaign - Williamson County Chamber of Commerce

2014 ACE: Award of Excellence

Williamson, Inc. works to increase the economic diversity in Williamson County by positioning the county brand to attract relocating business and talent. To this end, Williamson, Inc. partnered with Journal Communications, a local custom media company to develop a content marketing program that would shine a national spotlight on Williamson County’s business and quality of place assets.    


Date: January 20, 2015
Organization: Williamson County Chamber of Commerce
Chamber Website: http://www.williamsonchamber.com
City: Franklin, TN
Revenue Category: $900,001-2,000,000

Business and Talent Attraction Campaign - Williamson County Chamber of Commerce

SYNOPSIS:

Williamson, Inc. works to increase the economic diversity in Williamson County by positioning the county brand to attract relocating business and talent. To this end, Williamson, Inc. partnered with Journal Communications, a local custom media company to develop a content marketing program that would shine a national spotlight on Williamson County’s business and quality of place assets. An 88-page, perfect-bound print publication was published and distributed to relocation prospects and at conferences, trade shows and Chamber events. The magazine was also distributed through realtors, schools and the local hospital. A digital version of the magazine was also created and housed on the Williamson, Inc. website. The digital magazine allowed us to fulfill information requests through email as well as share the magazine on our social media outlets. We also launched a social media campaign around the publication release, encouraging leading county businesses and decision makers to share the digital magazine with friends and followers. In addition, we published a magazine mobile app, which prospects can download for free on Apple, Android and Kindle devices. A public relations campaign was initiated to create awareness of the mobile app. And finally, we worked with the custom media company to produce a video tour of the county that includes interview with residents and business leaders about why Williamson County is a great place to live, work and play. The video was shared through social media and on YouTube. The marketing program gives Chamber businesses national exposure to a readership of more than 30,000 and has helped give Williamson County a notable advantage when recruiting new business and talent.

MEDIA LINKS:

Video link
Magazine App demo
Digital Magazine
Web presence

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