Going Direct: LVEDC Case Study

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How the Lehigh Valley Economic Development Corp. builds its brand by letting clients to the bragging

Published in: Business, Real Estate
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Going Direct: LVEDC Case Study

  1. 1.   Going Direct  It was as if the Lehigh Valley Economic Development Corporation was born under a bad  sign. No matter how many companies they help to relocate or expand, no matter how  many jobs they created, the media kept hammering them for past missteps. Meetings  with editors did no good. LVEDC was hampered by its own culture. Its leaders liked the  idea of talking directly with potential clients and supporters but felt social media was  too risky. Without traditional media, how could they speak to their audience?    Through their peers.    I helped the organization create the profile series—portraits of successful businesses  that LVEDC had assisted. The profiles not only discussed results, they demonstrate  them, through executives with problems like any business owner. The series was so  successful that LVEDC expanded the program to include posters, lobby displays, print  and digital ads, recruiting materials and videos that are mounted on its website and  included in direct e‐mail campaigns. They even incorporated it into their strategic plan.            www.jeffwidmer.com 

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