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Case Studies
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Tacoma, Washington
case studies
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City of Tacoma Department of Community and Economic Development
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| "When we started down the road to marketing Tacoma for business investment, we knew we needed expert assistance. And we got it from the best …You have helped us build a bold new reputation for Tacoma…" |
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Juli Wilkerson
Director
City of Tacoma Department of Community and Economic Development | | |
The Challenge
Long seen as the Rodney Dangerfield of the Puget Sound, Tacoma had for years suffered the ridicule, particularly of Seattleites, many of whom took perverse delight in referring to the “aroma of Tacoma,” even years after the cleanup or elimination of the pulp and paper mills that had inspired that unfortunate moniker. Tacoma clearly needed a new image.
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The DCI Roadmap
• Research and develop a themeline that boldly and accurately positioned Tacoma as a "player" in the technology attraction game;
• Work closely with city officials to promote this themeline and its message to one of Tacoma’s most important, and most critical, audiences – the local business community;
• Design and execute a publicity campaign targeted specifically at the business and technology leaders in Seattle;
• Arrange interviews with national news bureaus most likely to cover Tacoma.
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