LED Advertising Campaigns
LED’s advertising campaigns were initially intended to change perceptions of Louisiana as a corrupt, backwards state with a weak business climate. Ads highlighting positive details about the state using numbers - rankings and data - were employed to provide fact-base messages about how the state was changing.
Research demonstrated that LED’s target audience of C-level executives responded favorably to testimonials from CEOs of well-known companies, especially those outside of the oil and gas industries. The ads have evolved over the years, to include specific ROI-based testimonials from company leaders that speak to specific results.
In 2011, LED added the “Custom Fit” tagline to the testimonial campaign, highlighting the state’s unique ability to be flexible to the needs of a company and develop a solution unique to those needs.
In 2013, with the creation of the Competitive Projects Payroll Incentive, M&C rolled out a series of industry-targeted ads to promote the incentive and other advantages available to that industry. These ads were placed in publications highly trafficked by C-level executives and site consultants specific to those industries.
As Senior Director of Marketing and Communications for LED, I worked with our agency partners to develop the campaign strategy and concept, worked with testimonial participants to execute photo shoots and obtain quotes, drafted and edited copy and signed off on placements.
Agency Partners: Peter Mayer Advertising, STUN Design and Interactive
Internal Team Members: Jennifer Berthelot, Natalie Mault Mead, Danielle Russo
“Lori brings unlimited creativity, strategic planning and passion to every project she undertakes. When she promises a result she always delivers it. As a leader, she inspires her team to perform their best and think outside the box. In the four years I worked for Lori I learned many valuable lessons about the worlds of economic development and marketing. She is an amazing resource for any team.”