SITUATION: Talking about products manufactured in Georgia is a source of pride for the team at the Georgia Department of Economic Development (GDEcD). In February 2020 – the Global Commerce division launched an exciting new program appropriately titled “Georgia Made.” Not only was this program created to educate consumers on products that are made in Georgia, but it was also an opportunity to put a spotlight on the state’s economic development assets and resources in order to attract new business to the state.
SOLUTION: Earned media offered a great vehicle for reaching in-state and national media to let Georgians know how and where they could buy Georgia Made products. However, we wanted to reach business owners and operators as well as industry leaders outside of Georgia. Pineapple Public Relations proposed a creative content marketing strategy built around a series of successful Case Stories highlighting Georgia Made companies and the services and resources available via the Georgia Department of Economic Development. Each Case Story served as a unique content piece to showcase Georgia’s strength in logistics, manufacturing, workforce development. Through these real-life examples we were able to showcase why Georgia has been named the No. 1 state in the nation in which to do business year after year.
RESULTS: The Case Stories will be used to create a robust “Georgia Made” page on the Georgia Department of Economic Development website, Georgia.org. A paid social media campaign will also be implemented across LinkedIn and Twitter to reach a target demographic of business owners and entrepreneurs who are most likely to locate or relocate their business in Georgia. More to come.