State Launches $1.6 Million Ad Campaign to Promote Wisconsin’s Business Climate and Innovation Advances

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WEDC’s integrated media plan includes radio ads in Chicago and Minneapolis; online and print advertising nationwide

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WEDC's multifaceted marketing plan includes print and online elements that promote the state’s positive business climate and workforce.

“This campaign is strategically designed to reach different audiences in different ways with the same theme: Wisconsin is a great place for companies to do business," said Reed Hall, secretary and CEO of WEDC.

The Wisconsin Economic Development Corporation (WEDC) has launched an aggressive marketing campaign that features radio ads in the Chicago and Minneapolis markets aimed at showcasing Wisconsin as the ideal place for businesses to grow and succeed.

The multifaceted marketing plan also includes print and online elements that promote the state’s positive business climate and workforce, and position Wisconsin as a premier location for business leaders considering starting, expanding or relocating their companies.

In addition, the $1.58 million plan includes an online campaign promoting the state’s innovation strengths to entrepreneurs and investors.

“This campaign is strategically designed to reach different audiences in different ways with the same theme: Wisconsin is a great place for companies to do business,” said Reed Hall, secretary and CEO of WEDC, the state’s lead economic development organization. “Whether it is online, on the air or in print, we are getting the word out about Wisconsin’s strong business climate, skilled workforce and dependable business infrastructure.”

The elements of the campaign include:

-Radio ads that tout Wisconsin’s healthy economy and business assets for companies looking for the perfect location. The three 30-second radio spots paint a picture of why Wisconsin is the ideal place for businesses to grow and succeed. These spots are running on leading news stations in Chicago and Minneapolis through May 2015.

-Three print ads and corresponding online ads that specifically draw attention to critical considerations in any business location decision—talented workforce, lower taxes and the state’s investment in infrastructure. The ads will run through June 2015 throughout Wisconsin, Chicago, Rockford, Detroit and Minneapolis, and in highly targeted national trade and business publications and websites—Chief Executive, Industry Week and Site Selection.

-Online ads that stress the robust innovation happening throughout the state. The ads will reach entrepreneurs and investors and will highlight Wisconsin’s global leadership in water technology, healthcare discoveries and energy solutions. The ads will appear on websites such as investors.com, kickstarter.com, Kiplinger.com and FastCompany.com.

-A Google ad campaign that delivers the state’s message to a highly targeted audience based on demographics, geography and content interests, driving engagement through video, downloadable documents and lead forms. WEDC is budgeting $1.58 million for the duration of the campaign through the end of fiscal year 2015. As part of the organization’s marketing strategy, WEDC will actively monitor and measure engagement with and responses to campaign messaging.

“With this campaign, WEDC is helping to build the case for doing business in Wisconsin,” said Kelly Lietz, WEDC’s vice president of marketing. “Our marketing strategy reinforces the In Wisconsin brand–a bold platform to promote the state’s positive business climate for companies of all sizes both in Wisconsin and out of state.”

Regional economic development officials throughout Wisconsin are applauding WEDC’s marketing initiatives.

“Wisconsin has a powerful story to tell, and WEDC’s new marketing campaign will reinforce the many business advantages found in the Madison region and all across the state,” said Paul Jadin, president of the Madison Region Economic Partnership. “Our efforts to advance business opportunities within the region will be augmented by this campaign’s message, and we look forward to continued collaboration with WEDC to showcase our many economic development assets.”

“Southeastern Wisconsin has long had a strong value proposition for manufacturing and other driver industries,” added Jim Paetsch, vice president of corporate attraction for the Milwaukee 7. “And our story has gotten even better in the last four years. Wisconsin has the tools and assets not only to compete, but to win. The state’s new marketing campaign will help accentuate that message both within and outside our borders.”

The new campaign comes on the heels of Wisconsin’s successful television ads, which aired earlier this year in the Chicago, Rockford (Ill.) and Minneapolis-St. Paul markets.

The new WEDC ads can be viewed online at http://inwisconsin.com/marketing.

About Wisconsin Economic Development Corporation
The Wisconsin Economic Development Corporation (WEDC) leads economic development efforts for the state by advancing Wisconsin’s business climate. WEDC nurtures business growth and job creation by providing resources, technical support and financial assistance to companies, partners and communities in Wisconsin. WEDC has four focus areas: business and industry development, economic and community development, entrepreneurship and innovation and international business development. Together with more than 600 regional and local business development partners, it represents a highly responsive and coordinated network. Visit http://www.inwisconsin.com or follow WEDC on Twitter @_InWisconsin to learn more.

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Mark Maley
WEDC
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