Building an organization’s profile and enhancing a region’s business image

GNO, Inc.

Research conducted by Greater New Orleans, Inc. showed a negative perception of New Orleans in the national business community, as promulgated by the media. Thus, Bond was tasked with the objective of molding positive perceptions of the Greater New Orleans region.

Client Goal

Research conducted by Greater New Orleans, Inc., the regional economic development alliance, showed a negative perception of New Orleans in the national business community, as promulgated by the media. Thus, Bond was tasked with the objective of molding positive perceptions of the Greater New Orleans region by supporting GNO, Inc.’s mission to drive business development and wealth creation in the 10-parish Greater New Orleans region.

Campaign Approach

Thought Leadership Positioning – We positioned President and CEO Michael Hecht as a thought leader by inserting him into local, regional and national conversations on economic development, the organization’s focus industry sectors and local issues such as Hurricane Katrina and the Deepwater Horizon Oil Spill.

Business Development Media Relations – We conducted consistent media outreach concerning GNO, Inc.’s new business and business investment wins for the region, thus enhancing the organization’s profile as a vital economic driver for Greater New Orleans.

Issue ManagementIn response to such issues as the Hurricane Katrina Anniversaries and the Deepwater Horizon Oil Spill, we positioned GNO, Inc. as a resource for data and leveraged media coverage to raise the city’s profile as a viable location for new business and to mitigate economic impact to the region.

Owned Events – GNO, Inc. implemented several business development initiatives such as Marketing Mission Trips – trips to other cities to attract new business to the region – and Familiarization Tours – trips organized in the region for site selectors to get a sense of the areas business capabilities. Through these initiatives, we made introductions to influential business leaders, secured site selectors to participate and used media as a vehicle to communicate the organization’s specific messages to larger yet relevant audiences.

Event Participation – For events such as SIGGRAPH and TribeCon, we used GNO, Inc.’s participation as an opportunity to promote the state’s unique tax incentives. For each event, we attracted media to the GNO, Inc. booth to have the organization’s viewpoint included in event coverage.

Legislative Efforts – During policy and legislative efforts led by GNO, Inc., we used media coverage as leverage and a vehicle to validate our position among stakeholders and key policy makers.

The efforts of Bond have helped raise the profile of GNO, Inc. and build a positive image of the region as a great place to work and live.

Michael Hecht, President and CEO
Greater New Orleans, Inc.

Results & Impact

In just two years, Bond has helped correct the image of GNO, Inc. and enhanced the business image of the Greater New Orleans region by focusing aggressive media relations and regional marketing efforts around GNO, Inc.’s focus areas and initiatives. The efforts have resulted in new investments and a constant influx of young professionals and new business to the region.

Sample List of Initiatives Launched:

  • GreenN.O. – initiative to establish region as leader in sustainable business
  • Digital Media Alliance – initiative to establish region as hub for digital and creative media
  • Coastal Vitality Project – project to mitigate economic impact to the region by the BP Oil Spill

Sample List of New Businesses Secured:

  • GlobalStar – world leader in satellite-based telecommunications technology
  • Blade Dynamics – manufacturer of components for wind turbines
  • Factory VFX – California-based visual effects company sets up shop in the region