The City of Fairfield needed a well-developed strategy to get the word out about its available properties suitable for food and beverage manufacturers. We identified the brand message that would draw businesses to locate in Fairfield and communicated it through a content strategy that included press releases, media coverage, blog posts, advertising, email and direct mail marketing.
Successful Publicity Campaign
Through earned media, paid media, and the City handling the task of shared media, the message that Fairfield was the perfect location for food and beverage companies became well-known to target audiences. Business parks and available real estate began to fill up, and inquiries were stronger than ever.
Media Coverage Spurs Economic Development
Results over a one-year period included media coverage equivalent to over $200,000 worth of advertising. Media coverage appeared in the Sacramento Bee, The RegistrySF, the San Francisco Business Times, KGO-AM, Globe Street.com, Business Xpansion Journal, Bloomberg.com, Food Manufacturing magazine, and several more which all resulted in raising awareness of Fairfield as the ideal place to locate a manufacturing business.