CHALLENGE

The Indiana Economic Development Corporation’s (IEDC) mission is to influence business leaders to consider our state for relocation or expansion. Our job: target, position, message and reach those key influencers and move them to engage.

APPROACH

Disrupt the conversation. Change it. And change the forum for that conversation. We looked at what competitive states were doing. We did an audit of the state’s “brand” and messaging. We looked beyond traditional marketing tactics and “destinations.” And then we looked again.

OUTCOME

We supported a simple yet effective rebranding initiative with a comprehensive digital marketing strategy and regional, national and global media planning. The result has been a record increase in business migration to Indiana. For starters.

RESULTS

#1

manufacturing workforce

#2

cost of doing business

RECORD INCREASE

in business migration to Indiana

All Roads Lead
To A Nimble,
Data-Informed
Approach

IEDC supporting illustrations showing gears working in Indiana.

INSIGHT

We took a deep dive with discovery, looking into the complex audiences we were targeting. We explored ways to better define those audiences, messaging that would be more influential with them and targeted media tactics that would be both effective and cost efficient. The competition? Other qualified states, some of whom were offering economic incentives that Indiana thought wasteful and unnecessary given the many demonstrable advantages the state offered. We felt we could differentiate the state, and our messaging supporting it, through a more targeted marketing approach.

SOLUTION

First, we leveraged our insight into the marketplace to affect a simple yet significant change in the messaging from “The State That Works” to “A State That Works.” Our branding document became the foundation of a global communications initiative on the part of the state, which is now known as one of the top “makers” in the country. Next, we looked at destinations to which we could drive our audiences – from traditional channels to digital. Finally, we revamped everything from the brand look to the website, conducting A/B concept testing that allowed us to gauge campaign performance and improve it over time.

IEDC supporting illustration showing Indiana A State that Works sign on the street.

SOLUTION

First, we leveraged our insight into the marketplace to affect a simple yet significant change in the messaging from “The State That Works” to “A State That Works.” Our branding document became the foundation of a global communications initiative on the part of the state, which is now known as one of the top “makers” in the country. Next, we looked at destinations to which we could drive our audiences – from traditional channels to digital. Finally, we revamped everything from the brand look to the website, conducting A/B concept testing that allowed us to gauge campaign performance and improve it over time.

When looking to truly disrupt, don’t be afraid to ask questions or challenge the challenge itself with empirical data. Doing this resulted in a simple change that helped make a huge difference for IEDC.

Insight-driven re-branding initiative and integrated global campaign means business for the State of Indiana.

mid image

Insight-driven and integrated, global, digital campaign.

Streamlined paid search
Brand extension
Global media planning; Campaigns in Japan, Italy and Germany
Website
Rich media
POD video (Times Square, Airports)
Digital Display advertising
Mobile