The Starting Point
Lawrence faced a common challenge among growing communities: how to present a strong, unified identity that attracts new businesses while also fostering local engagement and economic retention. Without a cohesive economic development brand or a centralized platform to showcase opportunities, the city struggled to communicate its advantages to investors, entrepreneurs, and residents.
Additionally, the economic development team needed a marketing plan that aligned with the city's broader vision – one that provided clear messaging, targeted outreach, and a modern approach to business attraction. Since they previously had just a page on the city site, we also created a dedicated website to provide centralized access to key resources, including available properties, major employers, economic development partners, and local success stories.
Our Solution
EDSuite partnered with Lawrence to create a comprehensive economic development marketing strategy and an engaging, user-friendly website that reinforced the city’s economic development goals. The approach was twofold:
1. Marketing Strategy Alignment
To ensure the city’s messaging was clear and effective, we worked closely with the economic development team to develop a marketing plan tailored to their objectives. The objectives included promoting Lawrence for business attraction and retention, serving as an information hub for business resources, and positioning economic development positively to build local support. This plan became the foundation for their outreach efforts, guiding how they communicate with potential investors, entrepreneurs, and local businesses. By aligning with their broader city marketing initiatives, consistency across all platforms and materials was ensured, strengthening Lawrence’s brand as a prime destination for business growth.
2. Website Development
With a strong marketing strategy in place, we designed a modern, visually appealing website that serves as the digital hub for The City of Lawrence Economic Development. The site was built with the objectives outlined in the marketing plan, ensuring a seamless user experience and easy access to key resources. Features such as a custom interactive map allow businesses to explore nearby opportunities, while a major employers section highlights industry leaders shaping the local economy. To further support business attraction and retention, we incorporated success stories that showcase real-world examples of companies thriving in Lawrence, demonstrating the city’s commitment to economic development.
The Impact
The City of Lawrence Economic Development now stands as a unified, professional, and accessible brand that effectively communicates the city’s economic potential. Whether through the website’s streamlined information or the strategic marketing approach, Lawrence is better equipped than ever to drive investment and support local business growth.