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News and Information Article
Clean Sheet a Metaphor for States Unmatched Opportunity
BATON ROUGE, La., April 17 // -- Louisiana Economic
Development (LED) has launched an integrated marketing campaign designed to
focus business leaders around the globe on the unprecedented opportunity
for investment in Louisiana. The campaign, dubbed "clean sheet," features
the most aggressive business incentives package in U.S. history, now
available to businesses expanding, rebuilding or relocating in Louisiana.
"At no time in history has a state experienced such an unparalleled
opportunity to remake itself," says LED Secretary Michael J. Olivier. "We
want to urge businesses that have the capacity and the mettle to invest in
Louisiana to take a closer look at what we have to offer. Nearly anywhere
you look in our state, multiple progressive incentives can be applied to a
growing business. We are challenging opinion leaders, entrepreneurs and
early adopters to roll up their sleeves and advance a 21st century economy
with us."
Specific business incentive programs being promoted through the
campaign include the Gulf Opportunity Zone, Renewal Community Tax Credits,
New Markets Tax Credit and Louisianas own progressive business incentives
package. This combination blankets Louisiana in significant inducements to
expand or relocate a business.
"Supported by an aggressive public relations effort, we expect LEDs
clean sheet campaign to not only pique the business communitys interest in
the opportunity here, but drive legitimate investment inquiries to our
website, LouisianaForward.com," says Carole Dupre, LED director of
communications and marketing, who supervised the campaigns development by
Trumpet Consortium. "Weve taken a strategic approach to targeting those
most likely to respond to our message in mainstream business, site
selection and industry-specific magazines, as well as some of the leading
international and national business web sites."
LEDs investment of $2.2 million in print and online advertising over
the next three months actually represents a total value of $3 million,
according to Dupre. "Through skillful negotiations of the consortium, and
the good will shown by media outlets to help Louisiana move forward, LED
was able to stretch limited resources to afford a more robust media mix."
Responses to the campaign will be tracked through LouisianaForward.com
and phone inquiries to LED staff. The sustaining wave of ads in key
business publications and online news sites should also help promote a
positive image of the state.
"The campaign delivers the reasons to believe that now is the best time
to invest in Louisiana. We expect this to stimulate dialogue with
businesses that may not have considered us before," says Olivier.
National print ads appear in Business Week, Business 2.0, Entrepreneur,
Fast Company, Forbes, and Inc. Online sites such as cnn.com, economist.com,
marketwatch.com and sb-d.com will feature interactive banner ads as well.
The first wave of the clean sheet campaign features a blank, lift-off
"clean sheet" on a color, 2-sided insert, with headlines such as, "On this
clean sheet we will demonstrate the transformative power of American
Capitalism." Once lifted, the clean sheet reveals business incentives that
provide the reason to believe in Louisiana as the new frontier of the
American dream. A second wave of ads, with modified creative, is expected
to roll out early summer.
As the main touch point for the campaign, LEDs web site recently
received a design facelift and the new URL, LouisianaForward.com. The
second phase of the websites redevelopment is under way to vigorously
retool the site, which will feature navigation by user group and offer a
reliable resource for business incentives, hurricane recovery tools and
statewide economic development activities. The three-phase web site project
is scheduled for completion early summer.
Contact: Lana Sonnier, 225-342-5406, sonnier@la.gov
Amy B. Ferguson, 504-891-9343, amyferg@bellsouth.net
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