EQ: Louisiana Economic Quarterly
In 2008, Louisiana had a perception problem. Most C-level executives, site consultants and other influencers did not think highly of the state as a place to do business. They knew Louisiana had the Mississippi River and the natural resources to support the energy industry, but their views on the state’s overall business climate were unfavorable.
The state needed a way to tell its story in a way that also shifted people’s impressions of what Louisiana was all about. One component of that strategy was EQ: Louisiana Economic Quarterly.
Every quarter, EQ was mailed to top-tier site consultants, business development prospects, in-state business leaders, legislators, select media and other key stakeholders. More than 5,000 individuals received EQ each quarter, more than half of them out-of-state.
The publication was designed to leave an impression with the recipient no matter how far he/she engaged in it. The front and back covers both had bold graphics and headlines. Each article was clearly labeled and the headlines, images and pull-quotes work together to tell one layer of the story. The writing was smart, detailed and direct. The data sourced.
EQ was more than a newsletter or a promo piece. It was a resource. The magazine became a useful tool for in-state businesses to gain insight on the state’s economy and business climate. Site consultants used the publication to suggest that their clients take a second look at Louisiana. And economic developers statewide used the content as a tool to recruit companies.
“Creativity and passion are Lori’s hallmarks and it’s exciting when she focuses them to solve problems. I’ve had the unique experience of working with her on both sides of the team, as my coworker and my client. In each role, her great energy and grand strategic thinking made our efforts stronger, smarter and a lot more fun to work through. If you are looking to shake/fire/dial things up, look to Lori.”
I contributed to EQ in its early issues as a member of the Peter Mayer team. As Senior Director of Marketing and Communications for LED, my role was to manage the editorial board process to brainstorm and flesh out stories, support my internal team’s efforts to procure articles and images and to work with companies to develop content. I also provided design guidance and editorial approvals.
Agency Partners: Peter Mayer Advertising, STUN Design & Interactive
Internal Team Members: Jennifer Berthelot, Danielle Russo, Gary Perilloux, Joe Coussan, Chelsea Harris, Lauren Fournerat, Natalie Mault Mead, Stephen Moret, Steven Grissom, Larry Henson, James Chappell