Objectives: To achieve an identity and raise awareness for the La Plata Business Association as a pro-business organization in the town’s public and private sectors, as well as at the State of Maryland Government level

To achieve advocacy for La Plata’s economic development plan within key target markets such as County and State officials to encourage their support in channeling new business to La Plata.

To provide a tool for implementing a business recruitment campaign targeting leasing agents, brokers and relocating businesses.

Targeted Audience: Internal- La Plata Business Association (LPBA) board and general membership
External- New member prospects; Town, County and State governments; Businesses of scale and services compatible with La Plata’s progressive, yet small town, persona.

Creative Strategies: Implement qualitative and quantitative research to produce compelling, consistent communication tools, including an image logo, theme and identity. Effectively deliver the message to target audiences that La Plata is a pro-business community with the highly desirable qualities of a real downtown. Campaign theme: La Plata…Everything’s Here-- All We Need is You!

Program Tactics: Conceptualized, wrote and supervised production of a brochure to contain 3 inserts on La Plata Lifestyle- La Plata…Population Friendly; Business Development- La Plata…It’s Just Good Business; and the Downtown Area- La Plata…Room to Grow, Space to Thrive

Reinforced the LPBA image and message in a creative logo on a brochure and inserts that visually and verbally delivered the mission and message of the organization as well as the Town.
of living with antiques.

Measurable Results: The campaign achieved early adoption and 100% advocacy among the LPBA members that set the stage for a first quarter 2004 presentation to Maryland Governor Ehrlich and subsequent media placements in key publications.

The brochure was the centerpiece of a presentation of the Town’s marketing plan by the Mayor and LPBA officials to Maryland Governor Ehrlich and important Legislative representatives. It resulted in raising their awareness and advocacy for La Plata’s business recruitment. Further, with an effective response piece in hand, the brochure has enabled Town officials and the LPBA to approve a 2004 advertising media plan to regional business relocation publications for business recruitment.