A better state of business
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What they asked for

New brand positioning that would retain and attract businesses and talent in Illinois.

What they got

A fully integrated marketing plan and new creative platform.

The Background

It was crunch time in Illinois. In fact, Illinois was under siege from Wisconsin, Indiana, Michigan and beyond as each state launched campaigns aimed at luring Illinois businesses away. Negative press regarding the state’s financial instability permeated the airwaves and printed pages. And jittery company executives were contemplating new job markets.

The Answer

In order to fulfill the Illinois Department of Commerce & Economic Opportunity’s intent to position the state positively in the local, national and international media, enhance public opinion and retain and attract businesses and talent, CBD began with primary research. As we analyzed the data from focus groups, interviews and intercepts, several insights emerged that shaped the new positioning, which declared:

When it comes to the real success factors for businesses, Illinois has it all: a broadly skilled workforce, robust infrastructure, access to capital and surprisingly low tax burdens and costs. In fact, Illinois ranks at or near the top nationally for a number of key indicators of business friendliness. Illinois’ DCEO is ready to help you take full advantage of everything the state has to offer and show you that Illinois truly is…

a better state of business.


“I need to do business in a state that will help me succeed.”


Illinois Better State of Business

We Delivered

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New positioning

A communications plan and creative platform focusing on business relocation to Illinois and existing business and talent retention.

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Total integration

A fully integrated marketing plan which included radio, print, out of home, event marketing, public relations and social media.