Digital Outreach
Working hand-in-hand with the direct outreach, the FBEDC’s digital outreach campaign once again yielded strong results focusing on the message points that set Fort Bend County apart. Main messaging points for the year focused on Fort Bend County's exceptional quality of life, a diverse and skilled workforce, access to markets across the nation and around the globe, availability of developable land and a pro-business climate.
Building a cohesive two-pronged strategy that binds direct outreach messaging and digital reinforcement extends the message to a broader audience and reinforces the brand with those with whom we have built on-going relationships. Digital outreach included a comprehensive set of platforms maximize available marketing dollars.
Talking points include:
- Workforce and talent attraction
- Access to markets
- Available land
- Pro-business culture
- Quality of life
Platforms
Annual analytics encompasses paid media efforts across social, search and display
Impressions
Number of times users viewed paid media through display ads, social media boosting, and search.
Clicks
Number of clicks through to our website from an ad
Video Views
Number of total video views
Email Views
Number of views from an opened campaign email
Website and Social Media
FBEDC managed a comprehensive digital media campaign promoting the county via social media channels and driving traffic to the FortBendCounty.com website for additional research and more information. The goal via social media is to remain top of mind with the target audience, identify Fort Bend County with exceptionalism, and highlight the county’s assets and opportunities. The messaging, which works hand-in-glove with an email campaign, continues to focus on our strongest assets via disciplined messaging points.
- Search Engine Optimization remained a priority, ensuring website remains healthy and responds positively to Google search deliverables.
- Search Engine Marketing updated with new and revised key words.
- Targeted audiences updated throughout the year to ensure the assets are delivered to the appropriate audience(s).
- Video and display messaging and copy updated throughout the year to ensure the assets, copy, and messaging remains fresh, compelling, and relevant.
- New videos created to highlight international trade, talent attraction, and county entertainment amenities.
Email Marketing
FBEDC sent ten emails to C-suite executives, site selectors, brokers, developers, and consultants using curated and purchased lists of recipients. The emails focused generally on highlighting the county’s assets and competitive advantages, specifically centered around the message points including:
Workforce, Supply Chain and Logistics Advantages, Business Expansions, Employment, Energy, Talent Attraction and Quality of Life
Additionally, supporting business attraction from multiple angles, the FBEDC, as approved by the FBMP, purchased software that identifies and prescreens companies in growth and expansion mode who have indicated a desire to relocate. Using factors such as location, annual revenue, employee count, and industry sector, among others, the software identifies executives with whom we can initiate dialogue.
This is a new effort for FBEDC and one that we activated in Q3 of the fiscal year. Identifying the types of companies, locations, and industries of interest provided a targeted list from which we engaged companies, who are potentially relocating.