To aid 12 of the lesser-known Tennessee counties in corporate recruitment and expansion, Designsensory and the Tennessee Economic Development Commission (TNECD) created the Tennessee County Website Enhancement Program.
We believe Tennessee is a great place to live, work and raise a family, so we’ll take any opportunity to brag about our home state. Tasked by TNECD to showcase these economically distressed counties digitally to businesses who are considering Tennessee as a location for expansion, we spent a significant amount of time getting to know each of the 12 counties granted this opportunity.
While the original Mastered in Tennessee campaign shared the overall essence of Tennessee, this new program needed to share what makes each of these 12 counties special. We sent team members to the individual counties to interview government officials, business people and long-time residents as well as visit prominent businesses and available sites.
We then developed an anthem video for each county that captures its story. These anthems were the guiding tone for the content on the county’s website. Drawing inspiration from the Memphis Regional Megasite videos—which we also created for TNECD and for which we won several awards—we wrote scripts and produced an overview video for each of the 12 counties. These videos feature original content by PopFizz and additional content from TNECD.
Each county’s website features photography layered with the same treatment used in the original Mastered in Tennessee campaign, giving visitors an immersive look at the counties. The custom CMS allows county leaders to highlight their community, update available site information and highlight developments in their respective county. Calls-to-action direct interested business people to contact the counties for more information.