SITUATION:

Louisiana Economic Development (LED) selected The Ehrhardt Group to market Louisiana as "the place to live, work, visit and do business" from 15 marketing and advertising firms.

Hired in September 2002, The Ehrhardt Group is working with LED to develop consistency in messaging and design; increase the Louisiana's profile as a positive place to do business through media relations and advertising; and reach key audiences through direct marketing, collateral materials and trade show booths.

STRATEGIES:

The Ehrhardt Group developed a strategy for LED that marketed "Louisiana from the Inside Out," by implementing a dual marketing strategy that changes the perception of economic development with residents of Louisiana and market the positives to business communities outside of the state.

1. Concentration of marketing efforts according to the 9 industry areas/clusters identified as key growth areas for Louisiana.

2. Research to identify audience targets and qualified leads, benchmarking Louisiana against states in the Gulf South (Texas, Mississippi, Alabama, Florida and Arkansas).

3. Implementation of integrated approach utilizing media relations, advertising, directs marketing and trade show marketing to communicate a consistent message.

RESULTS:

1. The Ehrhardt Group created value-added advertising partnerships for LED with major industry trade publications, such as Chemical Week, Expansion Solutions and Business Facilities.

2. The Ehrhardt Group secured state and national coverage for Louisiana Economic Development for a number of public events and announcements, including a Food Processors Conference, Homeland Security Forum, National Finance Center expansion and relocation of a corporate headquarters.

3. Utilizing research as the basis for messaging and strategic approach, The Ehrhardt Group compiled a database of 13,000 contacts and 9,000 e-mails of Louisiana business and community leaders and elected officials.

4. The Ehrhardt Group coordinated trade booth presentations for LED officials at major industry shows across the globe.