Economic Development Marketing Research for an Integrated Marketing Company

LDWW, a marketing and communications agency, was tasked with creating a multipronged marketing campaign for Downtown Dallas, Inc. (DDI). While LDWW had extensive experience developing brand and communications strategy, they needed a partner to lead the research and analysis portion of the project.

Because of an alignment of culture and core values, coupled with the fact that Sendero is headquartered in the heart of downtown Dallas, we were chosen to spearhead this portion of the project.

Ken Maxwell, Partner and Creative Director at LDWW explained, “LDWW was seeking a partner for an influencer study prior to the launch of a large civic economic development campaign. Our goal was to ascertain decision-making criteria for corporate relocations for Downtown Dallas, Inc. We selected Sendero to collaborate on this project after an extensive search for just  the right team. Their size and their ability to move quickly was a major differentiator. There was serious attention to detail from every member of the team and they were able to align quickly to get the study underway. The results of their study and key findings were beneficial in the development of the strategies and tactics for a robust multi-pronged campaign. As a result of this success, we have already identified other client projects that we can partner with Sendero on in the future.”

To conduct the analysis, we identified and interviewed 50+ executive-level stakeholders, including real estate brokers and developers, tenant representatives, influential executive-level business leaders, Downtown Dallas advocates, as well as current and former city leaders—including former Dallas Mayor Mike Rawlings.

In addition to the comprehensive interview process, Sendero conducted research on regional and national competitors to contextualize Downtown Dallas’ current state. Through these meetings, Sendero gathered and analyzed data regarding Downtown’s perceptions, areas for improvement, identity, competition, and strengths.

These findings were then synthesized and put into an executive summary, which included new and unique proof points to counter existing perceptions and sell “Downtown’s personality.”