redefine a destination to drive leads
Most people, C-suite and business leaders included, have positive perceptions of Florida as a place to live or vacation, but fewer think of Florida as a great place to do business, despite the state objectively ranking as one of the business-friendliest in the country.
To help change Florida’s business perception, we developed a platform that leverages the positive associations people feel about Florida as a place for their personal future and reshape them to show that Florida is also the place for their business future, starting today.
DRIVING LEADS AMONG C-SUITE EXECUTIVESBeyond changing initial perception, we had to convince decision-makers to consider moving to Florida. While Enterprise Florida is seen as a valuable resource for information, business leaders want to hear from their peers and industry experts about the advantages moving to Florida created.
In this, we saw an opportunity to expand beyond the traditional print and sales tactics of the category and develop a digital content strategy that leverages the stories of successful Florida businesses to build the business case for Florida. Storylines address topics that keep company leaders up at night, with content and digital partnerships developed specific to each industry target.