A common narrative underpins regional growth. But truth be told, it’s easier said than done. With 3.25 million professionals and proximity to Washington, D.C., the Maryland National Capital Region Economic Development Alliance (MNCREDA) fuels more than half of Maryland’s economy. In a competitive regional marketplace, the six-county jurisdiction of Anne Arundel County, Charles County, Frederick County, Howard County, Montgomery County, and Prince George’s County courted similar prospects. Crafting a regional story would require collaboration, not competition, in pursuit of a shared goal. With a gift for consensus-building and a flair for storytelling, PPR Strategies was hired to develop a unified narrative.
Regionally-specific strengths like talent, diversity, location, and partnership opportunities were agreed-upon elements of the story. But each county’s demographics, industries, and approach to business development were nuanced, making it difficult to choose the most prominent aspects of the narrative. Knowing that data would drive the story, PPR Strategies asked each county to crunch the numbers. From key industries to innovation cultures, median age to income, patterns emerged, and the path forward became clear.
Once competitive advantages rose to the surface, the story could be told on digital platforms. First, developing a website that matched their economic muscle would give MNCREDA credibility in the marketplace. Blending focused copy with a clean aesthetic, PPR Strategies developed a website and drove the value proposition to target audiences.
Next, PPR Strategies crafted a blog series highlighting MNCREDA’s grasp of market challenges. Intended to deepen conversations with target audiences, blogs build trust, boost website traffic, generate new leads, and improve search engine optimization (SEO). From diversity to innovation, entrepreneurship to middle-skills development, the blogs established MNCREDA as a knowledgeable, yet relatable, economic authority.
A well-executed digital marketing strategy can deliver real value. Telling a shared story can boost innovation, job quality, diversity, and placemaking in regions worth knowing–and loving.
