In its quest to bring high-tech industries to Indiana, the state’s economic development agency has launched a new branding initiative that highlight’s the state’s affordability, infrastructure and low cost of doing business.
The new brand from the Indiana Economic Development Corp., named “For the Bold,”—which replaces the IEDC’s previous slogan, “A state that works,”—includes a new landing page on the IEDC’s redesigned website, a newsletter and a 53-second video in which Gov. Eric Holcomb touts Indiana’s investments in microelectronics, electric vehicles and medical technology “while leading the energy transition.”
“Located in the center of the country, Indiana offers space to dream and create,” Holcomb says. “It’s a place where communities and business ecosystems provide a supportive environment for growth and collaboration. Here the American Dream is alive and well. Become a Hoosier and experience bold possibilities right here in the Heartland of America.”
The rebranding effort builds on the IEDC’s shift from a “transactional” organization to a “strategic” organization that began when Brad Chambers took leadership of the organization two years ago, said Erin Sweitzer, IEDC deputy chief of staff.
“This new, bold brand is more aligned to Indiana’s present, and it will help carry our vision and our strategies forward for years to come as we work not just to compete with other states and other countries, but to build a global economy of the future with high-tech, high-growth industries and vibrant, diverse and sustainable communities,” Sweitzer said in an emailed statement.
In February, the IEDC signed a $3.5 million contract with Southfield, Michigan-based advertising firm Doner Co. to build the campaign, which included “brand strategy, perception studies and concept testing, the development of create and materials, and activation and implementation.”
The IEDC will also work its existing partners and vendors, including Fort Wayne-based Ferguson and Indianapolis-based EIG, to roll out the new brand across advertising, social media and in-person events, Sweitzer said.
The effort comes as the IEDC pursues several advanced manufacturing projects that together would exceed $50 billion in investments and result in thousands of well-paying jobs in central Indiana.
IEDC officials have said the state is in the running for a $50 billion semiconductor plant, and the agency is also courting a $3.2 billion data-center project.
Both of those projects would be in the LEAP District, a planned 9,000-acre or more advanced manufacturing district in Boone County. LEAP is an acronym for “Limited Exploration/Advanced Pace.”
The IEDC is marketing 14 sites to would-be users, ranging from 80 acres to 1,540 acres. The group hopes to attract mixed-use commercial development such apartments, retail and restaurants in addition to several advanced manufacturing users, office headquarters and companies working in renewable energy.
Indianapolis-based Eli Lilly and Co. will serve as the anchor tenant of the district with a $3.7 billion manufacturing site.
In the most recent legislative session, state lawmakers allocated unprecedented levels of funding to the IEDC, including $500 million for a deal-closing fund; $500 million for READI 2.0, a third wave of regional economic development grants; and $150 million for a revolving site-acquisition fund.
The IEDC attracted a record $22.2 billion in committed capital investments in 2022, including $15.5 billion from companies establishing new operations, according to its annual report.
Correction: A previous version of this story stated the IEDC had launched a marketing campaign. An IEDC official clarified that the effort is part of a new branding initiative.