Enterprise Florida

redefine a destination to drive leads

The Challenge

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.

The Approach

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.

SUCCESS AT A GLANCE
12.7% improvement inFlorida’s perception as a business state
2,000+ QUALIFIED LEADS GENERATED
28,900+ NEW AND RETAINED JOBS
$2.8 billion IN NEW CAPITAL INVESTMENTS IN THE STATE
The new brand focuses on Florida’s unique business environment: the right blend of inspiration, innovation and independence to enable growth. The campaign theme “Boundless” uses expansive imagery to depict the state’s many business advantages, coupling these images with statements proving companies can and are thriving here, right now. The “Florida – The Future is Here” tagline inspires a sense of possibility – an urgency to take action and take advantage of the many benefits of doing business in Florida.

DRIVING LEADS AMONG C-SUITE EXECUTIVES

Beyond 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.

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Employment & General Inquiries

celiaweeks@sjp.com
Jacksonville
1301 Riverplace Blvd., Floor 2
Jacksonville, FL, 32207
Tel: +1 904 281 2500