Louisiana has a lot to offer as a place to do business. Its workforce programs, tax credits and job creation incentives had been drawing businesses to the state for years. Yet, few C-level executives would consider Louisiana for relocation or expansion. It was a perception problem. Luckily, we know how to change those.
The key was to position Louisiana as a new frontier for business in an honest way. The business community isn’t looking for marketing speak. They want evidence. So that’s what we gave them, sharing the facts through business testimonials and hard numbers on the revamped LED website and in a series of TV, print and online ads. The campaign helped to change the opinions of both business leaders and publications, which named Louisiana the No. 7 state for business climate (Site Selection) and 30th in the Best States for Business rankings, up from 49th in 2008 (Forbes).