My town, our future:
a texas Coastal bend Advocacy campaign
ISSUE
The Texas Coastal Bend needed to reignite support for the region’s businesses and major employers. While residents acknowledged that local industries drove the economy and contributed to future job creation and employment opportunities, residents were increasingly concerned about adverse costs to quality of life. Because of these changes in attitudes, anti-business and anti-industry rhetoric gained traction with the public.
APPROACH
HDA created and managed third-party, informational group My Town, Our Future to reignite public support of the region’s major employers. In partnership with Coastal Bend economic drivers, including industry, chambers of commerce , associations, vendors, small businesses and more, the group educated the public about the benefits of economic development, the ability for the region to pursue responsible growth, and activated individuals to take action to support leaders who prioritize those values.
Relying on opinion research and quantitative data, HDA developed, managed and implemented a multi-faceted public awareness campaign promoting benefits of economic growth in the region built on three pillars: research-based messaging; direct engagement and educational materials/advertising.
RESULTS
HDA helped form a strong, diverse coalition of 40+ businesses, industries, trade associations, chambers of commerce and engaged individuals, reached target audiences with persuasive advertisements across digital platforms, and moved the needle to support pro-business leadership in the region. Developing an economic connectivity message that appealed to a wide range of business and community stakeholders was a critical part of success.