Made in Alabama
Is the road to success wide open? Yes, and we helped pave the way.
The big challenge:
Alabama needed to distinguish itself from intense competition in the advanced manufacturing landscape, with southeastern states aggressively vying for major investments. Site selection executives had numerous regional options, all working to differentiate themselves through workforce initiatives. International business leaders remained largely unaware of Alabama's industrial achievements, while competing states rapidly evolved their economic development approaches.
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The big insight:
Site selectors and auto/aerospace executives sought manufacturing locations demonstrating technological innovation commitment, workforce development programs, and robust infrastructure. Alabama possessed these advantages but needed an effective communication platform. We knew Alabama needed more than an attractive website—it needed compelling content proving its value proposition.
How we went big:
By creating a smart yet approachable identity expressing Alabama's unique manufacturing perspective, we developed a platform that served as a enduring stamp of approval: Made in Alabama. We developed madeinalabama.com as the most comprehensive digital economic development presence of any state, functioning as an interactive platform that demonstrated Alabama's commitment to innovation and industry support--positioning the state as a regional leader in the industrial modernization conversation.
How we went bigger:
We extended the platform through strategic social media across multiple channels and active media pitching, amplifying Alabama's innovation story. The Big Com team supported Commerce staff at international air shows in Paris and Farnborough, strengthening Alabama's position as an aerospace industry hub through targeted content and PR activities showcasing the state's technological capabilities and commitment to manufacturing excellence.
The big impact:
Google now recognizes Made in Alabama as a news source, validating our brand journalism strategy. Major companies like Raytheon and Airbus have engaged with the brand, and over a decade of management has allowed successful evolution of the platform, including the launch of "RurAL"—a specialized resource highlighting business advantages in Alabama's rural communities.
The big results:
1.1m+
TOTAL WEBSITE VISITS
2.4m+
PAGE VIEWS
27k+
AVG. MONTHLY WEBSITE VISITS
1.4k+
UNIQUE ARTICLES