Opportunity Austin, Texas
For stakeholders in the greater Austin business community, from new economy superstars to ambitious young startups, Opportunity Austin collaborates to capture global opportunities with strong local stewardship, giving you a force multiplier to achieve enduring success.
Category
Economic DevelopmentAbout This Project
Austin, Texas. You may know it as the Live Music Capital of the World, but that was just its opening act. The region has transformed into a U.S. and global economic powerhouse. Its tech scene started the movement, but today, the Austin region has become a leader and destination for a diverse set of industries, from life sciences and clean technology to semiconductors and aerospace and defense. To help fuel future growth, the region’s economic development corporation, Opportunity Austin, sought a positioning strategy and marketing program for its organization that reflected the five-county region’s economic transformation and status as an international business destination.
Business leaders both in the region and elsewhere revealed that Opportunity Austin is the engine that has driven much of the growth and action the region has experienced today. Like the region’s business community, Opportunity Austin has a knack for “figuring it out” and solving problems creatively. Whether it’s spearheading the vision for regional economic diversification, recruiting global companies, facilitating significant development deals, or orchestrating major workforce development programs, Opportunity Austin is economic adrenaline for businesses and the Austin region itself.
Positioning Strategy
Opportunity Austin is the regional economic partnership fostering innovation, investment, workforce development, and livability across the Austin region. Harnessing the region’s unrivaled economic momentum, their mission is to be a force multiplier for businesses that share their drive for enduring prosperity. Ultimately, they improve the strength, power, and performance of their region and those who do business within it. With Opportunity Austin, you Experience Economic Adrenaline.
Marketing Results
After uncovering and branding Opportunity Austin’s distinct identity, ‘Experience Economic Adrenaline,’ North Star put it to work through a public relations, website, and digital marketing program, targeting C-suite executives and site selection consultants in key verticals, as well as internationally.
Accomplishments include a new website, targeted campaigns to boost visibility of the region’s dominance in the life sciences sphere, and engagement with top-tier media, such as NPR, The New York Times, and The Financial Times. In a span of just weeks, the visibility campaigns were seen nearly five million times and resulted in almost 7,000 website visits.
Client Quote
“Our experience and results with North Star have been exceptional. After a national RFP process following our Opportunity Austin 5.0 Strategic Plan development, we selected North Star for a rebranding, strategic marketing planning and website development process in 2023. Now they are our partner for ongoing PR, website and vertical industry marketing campaigns.
Their process is immersive and engaging, allowing for in-depth conversations and inputs from all stakeholders in our five-county region. North Star’s creative process accommodated all the diverse industries, capabilities and talent development programs in our region, ultimately leading to a powerful brand proposition, cutting edge creative approach and marketing strategy that reflected stakeholder perspectives and the region’s ownable strengths and differentiators.
Our work with North Star’s public relations team has been amazing, especially for our life sciences sector recruitment efforts. Their strategy and pitching is razor-sharp and they set the right expectations depending on the area or pursuit. The follow-through and results have been great so far, securing conversations with outlets such as NPR, the New York Times and the Financial Times, among others.”
— Stacy Schmitt, Senior Vice President of Communications & External Affairs