When marketing the Lehigh Valley region’s economic assets to business owners and site selectors outside the area or across the globe, what is the best way to showcase its many communities and key target sectors to convince them to relocate or expand here? Let the power of video tell the story. That’s what Lehigh Valley Economic Development Corporation is doing through two new video series.
“With online video views continuing to increase each year, the impact of well-produced, captivating footage is vital to any marketing campaign today,” said LVEDC Director of Marketing Michael Keller. “These two video series are a great opportunity to showcase the region’s business amenities in concise, easily digestible segments that can work in tandem or stand alone and still be effective.”
Target sectors, entrepreneurial community, and redevelopment
The first series of six videos, being created by FireRock Productions of Emmaus, focuses on the region’s four target sectors – high performance manufacturing, high value business services, life science research and manufacturing, and food and beverage processing. These focus areas were previously determined from an economic development study performed by Garner Economics. The other two videos will deal with the region’s entrepreneurial community and will highlight redevelopment projects.
The first video in that series focuses on life science research and manufacturing, promoting the area’s natural resources, transportation infrastructure, highly trained workforce and its outstanding healthcare system.
The second video in the series addresses the Lehigh Valley’s long-standing tradition as a manufacturing hub and features leaders Mack Trucks, Victaulic, OraSure Technologies, and Crayola. The remaining videos in this series will be rolled out over the course of this year.
Cities and communities
LVEDC’s other video series, developed by Digital Feast in Allentown, are a collection of six videos promoting the region’s two counties, three cities and the Slate Belt. Together they collected input from elected officials and key stakeholders in each respective sub-region to ensure no critical elements were left out.
“The days of Lehigh Valley’s cities or counties competing against each other are long over,” said LVEDC Executive Director Don Cunningham.” Our competition today is the rest of Pennsylvania, the other 49 states, and the rest of the world. We will win, but we will only win as a region working together. That being said, we’ve also heard the appeals from our local governments to market the specific, unique assets of the various sub-regions in the Lehigh Valley, and these new videos and marketing campaigns do precisely that.”
Each video is part of a larger marketing campaign that includes print materials and individual web sites with high-quality photography and information specifically related to its respective sub-region. The campaigns are branded with the action word Select such as “Select Allentown” or “Select Lehigh County.”
“Having high-quality videos on Allentown, Lehigh County and specific industry sectors that we can show to business owners when we are courting them to come to Allentown’s Enterprise Zone is extremely helpful,” said Anthony Durante, Program Manager of the Bridgeworks Enterprise Center. “It’s exciting to have LVEDC make this strategic investment in marketing the region’s economy through these new campaigns. I am sure we will see its impact in the very near future.”