Company: BBR / Covalent Logic / tommysTV / Click Here
Company Division/Group: BBR
Company Description: BBR is a creative branding/advertising agency located in Lafayette, LA. Covalent Logic is a digital marketing agency based in Baton Rouge, LA. tommysTV is a video production studio from Baton Rouge that specializes in marketing and promotion.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Government / Institutional / Recruitment

Nomination Title: Louisiana Economic Development - Come Home, Louisiana

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

Several agencies worked with Louisiana Economic Development to develop this campaign. The partnership consisted of BBR, Covalent Logic, tommysTV and Click Here Publishing.

SUMMARY
Come Home, Louisiana is a movement that encourages people who have left Louisiana to come back for a great job in their home state. Come Home, Louisiana celebrates the state’s unique blend of economic growth, cultural diversity and excellent quality of life. It is designed to inspire homesickness in the out-of-state office.

MISSION
The goal of Come Home, Louisiana is to attract Louisiana natives to LED’s newly launched Louisiana Job Connection website, www.louisianajobconnection.com, where they can register to learn more about available career opportunities.

AUDIENCES
Out-of-state job seekers – natives who have moved away or those with an affinity for the state. In-state residents who hold an affinity for Louisiana and are motivated to help spread the word, #COMEHOMELA, to out-of-state job seekers.

BRAND
Come Home, Louisiana is a movement focused on recruiting professionals who have left Louisiana to come back for the jobs they want, in the place they love. #COMEHOMELA

KEY MESSAGES
• The job you want. The place you love.
• Come home for careers. Come home for family. Food. Friends.
• #COMEHOMELA
• Louisiana celebrates a unique blend of economic growth, cultural diversity and excellent quality of life.

BRAND PERSONALITY/MESSAGING TONE:
• Inspiring: Messaging should inspire out- and in-state audiences to take action.
• Casual & Professional: Messaging should feel authentic and casual yet professional, always portraying Louisiana in the best light possible.
• Inviting: Messaging tone should reflect Louisiana culture — warm, fun and exciting.

CAMPAIGN ELEMENTS:
• Website
• Online advertising
• Social Media Advertising
• Social Media Share Posts
• Facebook / Twitter / Instagram
• "Boomerang" videos showing young professionals that have returned to Louisiana
• Interactive airport displays
• Postcards
• Public Relations & Digital Marketing Kit

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

Come Home, Louisiana
• Facebook Likes: 67,808 as of March 2015 (Goal was 35,230)
• Instagram Followers: 621 as of March 2015 (Goal was 400)
• Twitter: The goal for number of Followers for November was 1,065. By
the month’s end, the Come Home, Louisiana Twitter had 1,305 Followers.
• PR Digital Press Kit: Two individuals or organizations that had more than 10,000 followers shared campaign messages after receiving the kit.
• Airport Display Media Coverage: We secured television news stories
in all five markets, newspaper coverage in two markets, and multiple online out-of-state pickups as well. The media appreciated having a new spin on the typical “holiday travel at the airport” stories they normally do.
• Seven organizations with less than 10,000 followers shared Come Home, Louisiana messages after receiving the kit.