Success Story: Reinforcing the Value of Print in Business Attraction

In an increasingly digital world, it can be easy to forget the power of a well-designed printed marketing resource. There is still room for print, though, and the Elgin Economic Development Corporation (EEDC) recognized that a piece of physical media can still support face-to-face conversations and drive desirable results. 
 

EEDC developed its "Elgin, TX – Perfectly Situated" campaign to give site selectors, developers, and business prospects a concise, visually compelling overview of why Elgin is one of Central Texas' fastest-growing investment opportunities. The campaign reinforces the community's brand while providing economic development professionals with an effective tool for meetings, trade shows, and recruitment events.
 

The Challenge

Elgin competes in one of the nation's most dynamic growth corridors, making differentiation essential. Rather than overwhelming prospects with lengthy reports, EEDC created a streamlined marketing piece highlighting the community's competitive advantages: proximity to Austin, direct access to U.S. 290, shovel-ready development sites, expedited permitting, strong infrastructure, and rapid residential and commercial growth.
 

The campaign also tailored materials to specific audiences, allowing the community to emphasize different strengths for industrial prospects, retailers, developers, and investors.
 

The Results

The Perfectly Situated campaign has strengthened Elgin's economic development brand by giving community leaders a consistent, professional recruitment tool that clearly communicates opportunity.
 

The materials highlight impressive growth indicators, including:

• 29.7% population growth in three years
• 17,000 new homes under development
• Nearly $980 million in planned commercial investment
• More than 50,000 vehicles per day traveling U.S. 290
   

To maximize visibility, the campaign extends well beyond trade shows and presentations. Materials are distributed through the Tourism & Visitors Center, Main Street program, Chamber of Commerce, county economic development office, local realtors, and the EDC website. Campaign pieces were also mailed to more than 15,000 households, helping reinforce Elgin's growth story with both internal and external audiences.
 

Why It Worked

The campaign succeeds because it combines strong branding with disciplined messaging.

Instead of attempting to communicate everything about the community, EEDC focused on the information prospects need most when making location decisions. Clean design, bold data points, and concise messaging allow readers to quickly understand Elgin's advantages while supporting more meaningful in-person conversations.

By pairing print materials with digital distribution, the campaign also demonstrates that traditional marketing remains highly effective when integrated into a broader communications strategy.
 

Takeaways for Economic Development Professionals

Elgin's experience offers several practical lessons for business attraction efforts:

• Don't overlook print. High-quality printed materials remain valuable tools for trade shows, site visits, and relationship-building.
• Lead with your differentiators. Focus on the unique advantages that distinguish your community from nearby competitors.
• Tailor materials to your audience. Different prospects value different information, and recruitment materials should reflect those priorities.
• Keep it concise. Clear messaging and compelling visuals often communicate opportunities more effectively than lengthy reports.
• Maintain consistency across channels. Coordinated print and digital marketing reinforces your community's brand wherever prospects encounter it.