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“Business Works Better Here” Economic Development Campaign: Secondary Email Marketing - Dallas Regional Chamber

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; Direct Mail Invite; Initial Email Marketing; and Call Script.


Date: February 15, 2015
Organization: Dallas Regional Chamber
Chamber Website: http://www.dallaschamber.org
City: Dallas, TX
Community Peer Group: Metro Cities
Revenue Category: $2,000,001 and up

“Business Works Better Here” Economic Development Campaign: Secondary Email Marketing - Dallas Regional Chamber

SYNOPSIS:

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:

  • Identify a list of target organizations that would be receptive to learning more about Dallas
  • Develop highly visual messaging that shows why a move to Dallas is a good business decision
  • Have face-to-face meetings with target companies, site selectors and private equity firms

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.

RESULTS

After approximately six months of campaign efforts, two target organizations from the campaign have transitioned to active projects. During the campaign, the Chamber:

  • Finalized a list of 500 specific targets made up of headquarters, technology companies, site selectors and private equity firms
  • Saw an increase of 265% unique visitors on our economic development website
  • Sent direct mails 1 and 2 to 450 individuals
  • Sent email marketing pieces to over 800 individuals; email marketing enjoyed a 26% open rate

In addition:

  • 30% of our volunteers successfully completed their outreach with target organizations
  • 34% of 2013 face-to-face economic development meetings were held with campaign targets
  • 46 face-to-face meetings with targeted site selectors took place in 2013

Campaign Video Link
All videos can be accessed via the video wall under Success Stories on the economic development website.

Website Link

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