— Brand Campaign —

Mississippi Department of Economic and Community Development

Problem:

The Mississippi DECD was seeking to attract Fortune 500 companies to invest in Mississippi by highlighting its unique offerings — efficient communication and transportation infrastructure, relaxed regulatory requirements, affordable labor, low operating costs, and cooperative public officers. The challenge was to make Mississippi appealing as a cost-effective and promising location for new businesses.

 

Solution & Creative Approach:

We responded to this challenge by creating a robust print and direct mail campaign. The campaign consisted of six single-page print ads, a 24-page brochure, and a direct mail piece.

The print ads utilized striking visual metaphors to demonstrate the lengths that Mississippi would go to accommodate new businesses, with headlines such as “If we had ’em, we’d move ’em” superimposed on an image of mountains, and “Where would you like that delivered?” over an image of the moon wrapped in a red bow.

The direct mail piece was enclosed in a slipcover bearing the foil-stamped question: “What would it take to move your company to Mississippi? The entire state on a silver platter?” Upon opening, recipients found a 64-page three-ring book with a DVD attached, and the promise: “We can do that.”

 

Results:

The campaign resulted in a 23% increase in new job creation and a 15% increase in new business startups, contrasting the 7% decline nationally.

The campaign won numerous awards for Economic Development Advertising at the national show by the AECD and the SEDC annual conference. Moreover, the astronaut ad won “Best Read Ad” in the December issue of Fortune Magazine. According to a news report by the Clarion-Ledger, Mississippi led the nation in new business growth and job creation from those startups in 1998, indicating the campaign’s substantial success.

MS Department of Economic Development Print Ad - Mountains
MS Department of Economic Development Print Ad - Castle
MS Department of Economic Development Print Ad - Moon with Bow
MS Department of Economic Development Print Ad - Pearly Gates
MS Department of Economic Development Print Ad - Astronaut
MS Department of Economic Development Print Ad - Parting Sea
MS Dept Economic Development Brochure Design Cover and spread

Direct Mail Packaging

This direct mail package included foil stamp (outer box and cover), three-ring binder with 64 die-cut pages with an inlaid holder for the Interactive DVD.

DVD screen design for DECD

Direct Mail Packaging

This direct mail package included foil stamp (outer box and cover), 3-ring binder with 64 die-cut pages with an inlaid holder for the DVD / CD-ROM and Audio files.

DVD screen design for DECD