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IEDA Adding a Few New Twists to Marketing Mix

The Iowa Economic Development Authority (IEDA) has been incorporating some new marketing components to the mix over the last several months. While direct marketing has always been one part of our overall efforts, IEDA now has been leveraging prominent Iowa CEOs as cover models.

IEDA sent a year-long subscription to Forbes to select group of prospects. Those prospects have been receiving a specially-designed advertisement that looks like an actual Forbes cover. This Iowa cover wraps around the standard Forbes cover and contains messaging on strong Iowa industries and related assets. Over the course of their subscription, IEDA prospects receive six different issues with these Iowa-specific cover wraps and related messaging. With this targeted cover wrap approach, we’re changing the perception of Iowa with those select targets. Iowa CEOs assisting with this effort include Mr. Larry Zimpleman from Principal, Ms. Dawn Ainger from Genova Technologies, Mr. Alan Hagie with Hagie Manufacturing, Mr. J.T. Nam from CJ BioAmerica, Mr. Stan Askren from HNI and Dr. Chris Nelson from Kemin. You may see their Forbes covers as you visit these companies or potential prospects.  

IEDA has also started a business-specific blog, inviting companies to be guest bloggers. The new IEDA business blog can be found at http://blog.iowaeconomicdevelopment.com.  If your economic development organization, region, or companies in your area have a compelling story to tell, send your ideas to Kathy Anderson at Kathy.anderson@iowa.gov to discuss how to get it on the blog calendar.  And feel free to auto-subscribe and get the blog delivered to your inbox every week. 

One more new tactic includes reaching site selectors through a partnership with Conway Data, publishers of Site Selection Magazine to produce the Iowa Economic Development Guide. The Iowa Economic Development Guide will be utilized year round to promote Iowa to a greater qualified audience - both domestic and international. This multimedia magazine will feature Iowa through detailed reporting and analysis of trends, the state’s competitive advantages, interviews with C-suite executives expanding in the state, and much more. Scheduled to publish in September 2014, businesses and communities will have the opportunity to reserve advertising space soon. The print and digital magazine will be distributed by IEDA to Iowa stakeholders, as well as through many of the Conway Data channels of distribution - including featured content on their award-winning website SiteSelection.com.

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