Kentucky Cabinet for Economic Development – Circulation: 15,000. Audience: site selectors, relocating businesses – CLIENT OBJECTIVES: Since 2008, Journal has partnered with the Kentucky Cabinet for Economic Development – Kentucky’s main economic development agency – to design an integrated media program that promotes the state’s favorable business climate, markets its thriving industry clusters, details its programs to assist business and highlights the unique quality-of-life attributes of the Bluegrass State. http://www.kaedonline.org/
EXECUTION Journal designed an integrated media program that expands the state’s reach in its target markets. • An annual economic development magazine features original articles and photography that reflect the state’s business successes, industry clusters, economic development programs and quality of life.
• A digital version of the magazine is enhanced with animation, video and links.
• A companion website features video of business success stories, a photo gallery, maps, detailed demographic information, the latest economic development news from around the state and links to key resources. The site is also promoted on the Kentucky Cabinet for Economic Development’s site, www.ThinkKentucky.com.
• A YouTube channel promotes content and further engages readers, while the Economic Development Trends blog and companion LinkedIn group and Twitter feeds promote the latest developments in the state.
• A special section landing page and the client organization’s website provide additional outlets for content.
RESULTS: The Kentucky Cabinet for Economic Development has used the project as one of its key business recruitment marketing pieces. The magazine is distributed at national and international trade shows, to key economic development and government partners in Kentucky, on foreign trade missions, and to key business prospects and partners at major events including the Kentucky Derby and FEI World Equestrian Games held in Lexington in 2010. The Kentucky Cabinet for Economic Development is the state’s chief economic development organization and its efforts were responsible for new business investment in Kentucky in 2009 alone totaling nearly $977 million with the creation of more than 6,600 new jobs.