Case Studies
Baton Rouge, Louisiana Area ChamberTarget Industry Study and Lead Generation Program
Applied Marketing, in collaboration with the Competitive Strategies Group and McCallum Sweeney Consulting, worked with the 9-Parish Region of the Baton Rouge Area Chamber (BRAC) to develop a Target Industry Study which will be used for pro-active business recruitment. The purpose of the study was to review, verify, and recommend industry targets for company expansion and relocation
We began the process by visiting the community to understand firsthand the area’s strengths and assets. As part of this process, we interviewed several businesses to understand their experiences in operating a business within the region
Based upon an economic analysis of the area, interviews, and our experience, we recommended the following targets for BRAC: Warehousing and Distribution; Construction Products Manufacturing (to take advantage of Post-Hurricane Katrina and Rita recovery), Financial, Insurance, and Real Estate Regional Headquarters and Shared Services; Life Sciences (presence of Louisiana State University and the Pennington Biomedical Research Center; Downstream Petrochemcial Products Manufacturing; Video Game Development and Video and Film Production
Applied Marketing is now working with BRAC to develop 750 prospects within its target industries. Applied Marketing will contact the companies and qualify each one to identify those with an active expansion project and willingness to consider a location in the Baton Rogue Region. Applied Marketing’s propriety Lead Tracker® will be used to manage and measure the return on investment for the Lead Generation Program.
The Greater Austin Chamber of Commerce- Austin, Texas
The objective of this project for the Greater Austin Chamber of Commerce (GACC) was to set 20 face-to-face meetings with New York Metropolitan Region (including nearby New Jersey companies) based companies likely to be interested in a future location within the Austin region.
To accomplish this goal, Applied Marketing defined a marketing strategy for the GACC to identify prospects within their ten target industries. Information was captured on targeted companies located within the New York Metropolitan Region. The companies were also prioritized by those already with locations in the Southwest, companies with multiple locations, and then those with single locations.
The companies were qualified over a five week campaign through direct telephone contact to identify those companies with an active project and/or with a willingness to meet with the GACC delegation in New York during their visit. Twenty-two appointments were set for the GACC exceeding their goal.
Leigh Howe was an integral part of the team that executed the First Coast TargetingLeigh Ann Howe, as COO at Whittaker Associates, was an integral part of the team that executed the First Coast Targeting Plan. This study was undertaken to create a 5-year target marketing strategy in collaboration with JEA, the Cornerstone Regional Economic Development Partnership, the Jacksonville Economic Development commission, and other entities and individuals known as the First Coast. The overall objective of the process was to create quality jobs and increase capital investment region-wide.
The program involved understanding the First Coast economy, determining the community desires, identifying emerging industries, and compiling target databases around these industries. After all research, 985 companies were identified in the targeted industries which included Aerospace, Financial Services, Information Technology, and Medical Devices.
These companies were compiled into a database and loaded onto an online lead tracking system to be further qualified by direct contact. From this point project partner, Development Counsellors International (DCI) of New York, began making qualification calls that resulted in 65 qualified leads and another 65 long-term leads.