2014 ACE: Award of Excellence, Special Recognition
The Dallas Regional Chamber was looking for an aggressive and innovative way to expand economic development outreach to companies located in areas that are not as business friendly who may not yet know they would like to make a move. See also the related Direct Mail Video Player; Initial Email Marketing; Secondary Email Marketing; and Call Script.
CHALLENGE & GOALS
The Dallas Regional Chamber was looking for an aggressive and innovative way to expand economic development outreach to companies located in areas that are not as business friendly who may not yet know they would like to make a move. In developing a campaign, the Chamber wanted to:
SOLUTION & TACTICS
A comprehensive campaign was developed for an identified list of targets and implemented in the last half of 2013. For the campaign, we redesigned the Economic Development section of our website and included an interactive business cost calculator, a responsive map showing visitors what organizations are located around the region and a unique timeline. A series of videos promoting Dallas is also housed on a video wall on our website and within a special direct mail piece that acts as a video player (Index A). The campaign also incorporated a high quality direct mail inviting target organizations to see “how business works better here,” (Index B), an initial email marketing push (Index C) and social media promotion. Secondary email marketing was also launched late in the year (Index D). Hosting packages were also developed for organizations interested in traveling to the region. To incorporate a personal touch, Chamber staff and member volunteers agreed to contact their peers at target companies, and a brochure containing a call script (Index E) was developed to support the effort.
Total budget for the campaign was $100,000, which covered campaign development, development and production of all print collateral, script writing and video production and social media support.
After approximately six months of campaign efforts, two target organizations from the campaign have transitioned to active projects. During the campaign, the Chamber:
Campaign Video Link
All videos can be accessed via the video wall under Success Stories on the economic development website.