G2B Marketing Case Study

Background

The Arkansas Economic Development Commission (AEDC) works to grow new business in Arkansas, which is rich in opportunities for new development sites, businesses and companies looking to expand their operations.

The Challenge

AEDC approached our team in 2017 to create a shift in misconceptions around Arkansas’ workforce and its story. Sure, everyone loves to cheer for the underdog. But Arkansas is already home to the operations of over 300 Fortune 500 companies.

Most people know Arkansas as the birthplace of Walmart, Tyson Foods and four other Fortune 500s that trace their roots back to The Natural State. These are crucial industries that don’t just keep our state running, they generate revenue and jobs throughout the nation. But all of that possibility started right here in Arkansas.

The Strategy

We started by establishing three audiences. The first is Target Site-Selectors, such as professional consultants with an interest in available land or buildings. We also wanted to reach C-Level Executives, the ones who call the shots and make the business decisions. But our third (and sometimes overlooked) audience is Need-to-Know Legislators, Media and local EDOs. These are individuals in the public and private sectors with an active interest in economic development, either in-state or out of state.

These audiences allowed our Account Services, Creative, Video and Media Teams to come together and develop “Tech Talent” and “Make Your Move” recruitment campaigns for the client. Creative assets and strategies utilized to help us answer the question “Why Arkansas?” for business leaders included case studies, targeted InMail messages, native videos, industry report downloads, lead generation forms, newsletter content and more.

The Results

Our work with AEDC has received six website awards, four PRSA PRism awards and “Clark’s Award” a recognition by Community Systems as one of the Digital 25 (out of 400) enterprise development offices for best use of digital technology. Because we believe in working together to create a remARKable Arkansas experience for all.