2011 Annual Report - TexasOne Program

16
Marketing the Texas Brand
Texas has established the “Texas Wide
Open for Business” brand as the affinity
brand for economic development in the
U.S. and abroad. Brand presence and awareness
are perpetuated though advertising, marketing
collateral, and lead generation.
Marketing Collateral
Business recruitment missions, trade show and
conference participation, and special events all
rely on cohesive and compelling brochures and
marketing collateral pieces. A new brochure and
other collateral pieces have been developed
utilizing a clean, fresh design, while reinforcing the
Texas Wide Open for Business brand. Marketing
collateral is available for download at:
www.texaswideopenforbusiness.com
Advertising
Effective advertising places Texas’ message
competitively against other states and continues
to establish Texas’ role as the top business location
in the nation. Print media is one of the most
cost-effective ways to reach our target audience.
Throughout the year, the marketing team
identifies targeted publications to promote Texas
as a premier business location.
Publications identified for FY 2012 advertising
include: American British Business Journal,
Area Development, Business Facilities, Chief
Executive, Expansion Solutions, FDI (Foreign Direct
Investment), Site Selection, Southern Business &
Development, and Trade & Industry Development.