The Challenge
As the greater Houston area rapidly urbanized, the Tomball Economic Development Corporation (TEDC) faced the challenge of attracting the right investors amidst increasing competition, while preserving the city's unique identity and historic legacy.
The Solution
The TEDC’s economic development strategy centers on a “three-legged stool” approach: attracting businesses that align with community values, retaining and supporting existing businesses, and addressing workforce development for long-term growth.
To amplify this strategy, the Tomball EDC partnered with Multiview to implement a targeted marketing campaign aimed at mid-sized businesses within specialized manufacturing and the food industry. Combining programmatic display and video ads, the campaign ensured consistent messaging for businesses already interested in the area, while reinforcing Tomball’s unique identity across all platforms.
The use of advanced analytics provided real-time insights into ad performance, website traffic, and audience engagement, enabling data-driven decision-making.
As a public employee, having that information in your back pocket makes it a lot easier to explain where we're spending marketing dollars and why.
— Tiffani Wooten, Assistant Director of the TEDC
The Results
By embracing a data-driven marketing strategy, the TEDC has gained greater visibility and predictability in new business development. Through insights gleaned from digital campaigns and website activity, the TEDC can anticipate when companies are likely to reach out. “I can almost bank on [companies who] have spent time on different pages to contact us within the next 30 days...sometimes as [quick] as 48-hours,” said Assistant Director Tiffani Wooten.
As a result, Tomball has recruited hundreds of projects leading to nearly $500 million in capital investment and more than 5,000 jobs created since 2011.
