key message development Archives

The Town of Sunnyvale is a small, upscale community in eastern Dallas County. The Town covers 16.54 square miles with a population of just more than 9,000 and is growing at a rate of 5 percent annually. While the Town’s economic development opportunities are thriving with new retail and entertainment options, its rural atmosphere featuring trails and rolling green spaces is a valued attribute the Town continues to embrace and enhance. As Sunnyvale grows, its residents, businesses and other stakeholders have an increased need to be more engaged and informed about Town programs, initiatives and projects. Their understanding of these processes is critical to facilitating quality growth and development while maintaining key lifestyle and community assets.

industry

government & economic development

services

communications assessments & planning
creative services – branding and collateral
creative services – web and digital
crisis communications & issues management
key message development
media relations
public involvement & stakeholder engagement

the challenge

Creating a Consistent, Effective Communications Function

The Town of Sunnyvale had previously established a weekly e-newsletter, some basic social media accounts, a professionally designed website, and a print newsletter. While the Town benefitted from a staff member’s talents in managing these channels, only a portion of that individual’s time could be devoted to those responsibilities. Sunnyvale needed day-to-day communications support as well as a review of existing assets and priorities upon which to build and grow an ongoing communications program.

the strategy

Assess In Order to Engage

Cooksey undertook a Comprehensive Strategic Communications Assessment, also known as an “audit,” for the Town of Sunnyvale in the spring of 2023. At the same time, the Cooksey team took over management of website content, specific social media channels, and the weekly e-newsletter and provided media relations and other strategic communications support. The Cooksey team conducted interviews with various internal and external stakeholders to gather perspectives and end-user preferences about the Town’s communications effort, along with a survey to identify the best-used channels. Benchmarking was conducted with peer and aspirational cities inside Texas. Further, Cooksey evaluated the Town’s various communications channels and offered recommendations to build on the best-utilized channels and revive the print newsletter many community members said they missed. The result of the process was greater strategic engagement on the part of the Town in its communication with stakeholders.

the solution

Optimize and Build Consistency

While the Town of Sunnyvale had some basic communications structure in place, the Cooksey team’s report prioritized key components for focused growth and enhancement, while building policies and processes to facilitate consistency and quality. The Town chose to continue to utilize the Cooksey team as their strategic communications resource to manage day-to-day messaging and strategic communications and help facilitate public engagement and outreach. In response to community feedback, the Cooksey team helped Sunnyvale revive its quarterly print newsletter and build consistency in its digital and online presence.

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Case Study

City of Waco

Fresh Eyes See an Established Comms Program in New Light

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Cooksey partners with the Irving Economic Development Partnership (IEDP) to showcase the pro-business community of Irving-Las Colinas, recognized as the “Headquarters of Headquarters” in Texas and home to more Fortune 500 companies per capita than any other city in the state, including Builders FirstSource, Caterpillar, Celanese , Commercial Metals, Darling Ingredients, Fluor and McKesson. Irving-Las Colinas enjoys one of the most central locations in North Texas with convenient access to both Dallas Fort Worth International Airport, part of which is located in Irving, and Dallas Love Field, making it an ideal location for companies to call home. The city also offers a business-friendly environment, numerous lifestyle amenities, including Lake Carolyn and the Toyota Music Factory, diverse housing and a skilled and educated workforce, all focused on attracting relocating and expanding businesses.

industry

government & economic development

services

crisis communications & issues management
key message development
marketing strategy & planning
media relations
public involvement & stakeholder engagement
special events
thought leadership positioning

the challenge

Differentiate Texas’ “Headquarters of Headquarters” in a competitive pro-business region

Irving-Las Colinas sits in one of the most pro-business regions both in the state of Texas and in the nation, and, as one of the largest media markets in the country, competition remains strong to stay at the forefront of ever-changing news cycles. While Irving-Las Colinas offers an unparalleled experience for companies considering relocation or expansion and the Irving Economic Development Partnership was recognized by companies for its expertise in providing a turnkey relocation and expansion experience, the Partnership also recognized the need to better highlight its offerings and successes to standout among the crowded North Texas landscape.

the strategy

Provide consistent communication that targets key audiences across multiple channels

Cooksey provides strategic communications efforts for the Irving Economic Development Partnerships that focus on consistent communications across multiple channels that target specific key audiences. In its work as the Partnership’s agency-of-record, Cooksey’s efforts help set the city apart and showcase its unique location within the region, its solid infrastructure, its numerous amenities that appeal to both C-level executives and their employees and the deep expertise of its economic development team, who work hand-in-hand with companies as they consider relocating to or expanding in the city.

the solution

Execute complementary marketing and public relations initiatives that showcase Irving-Las Colinas’ longstanding reputation as pro-business community

Strategic communications services on behalf of IEDP have included developing a video that highlights Irving-Las Colinas’ attributes, including its unique “10-Minute Life”, the city’s convenient lifestyle where all necessities and amenities are accessible within a 10-minute transit. The video offers an inside look into Irving-Las Colinas’ many corporate and business office choices and their proximity to two world-class airports and numerous high-quality housing, dining, entertainment and outdoor recreation options.

In addition, Cooksey employs media relations and paid content strategies to continually keep Irving-Las Colinas top-of-mind among site selectors, corporate executives and real estate developers searching for potential relocation and expansion options. These include earned and paid media announcing the city’s latest real estate deals and notable community differentiators within leading publications such as Texas CEO, Business Facilities, Texas Town & City, Site Selection, D CEO, the Dallas Business Journal, The Dallas Morning News, NTX Inno and more. Cooksey also leverages Irving-Las Colinas’ most notable real estate developments for awards program submissions, including the new build-to-suit CHRISTUS Health headquarters expansion and the new 400,000-square-foot Wells Fargo campus, the region’s largest development in recent years. In addition, Cooksey’s efforts include raising the profile of Greater Irving-Las Colinas Chamber of Commerce and IEDP CEO, Beth Bowman, as a statewide and industry thought leader, through key media placements and strategic social media programming focused on LinkedIn.

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Case Study

VanTrust

Building VanTrust into a Longstanding Player in the Texas Real Estate Market

Case Study

Hillwood

Bringing Global Attention to One of Texas’ Leading Economic Engines

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Hillwood is one of the nation’s largest developers of commercial, residential and industrial real estate. To bring wider attention to one of Texas’ premier economic engines, Hillwood has retained Cooksey Communications for more than a decade to promote the company’s internationally acclaimed, 27,000-acre master-planned development, AllianceTexas. As AllianceTexas has expanded during that time, Cooksey has managed the development’s strategic communications efforts, implementing an ever-evolving strategy that continues to keep the mixed-use inland port at the forefront of the business media landscape.

industry

real estate

services

communications assessments & planning
corporate social responsibility
creative services – web and digital
crisis communications & issues management
internal communications
key message development
marketing strategy & planning
media relations
public involvement & stakeholder engagement
special events
thought leadership positioning

the challenge

Build an Enduring Media and Brand Presence During Multiple Business Cycles

The AllianceTexas mixed-use development and inland port is one of the most unique and successful real estate projects in the U.S., comprised of industrial, Class A office/campus, residential, retail, multifamily and aviation asset classes. Even with all of its success as a global corporate destination, the Texas market does experience cyclical shifts in its real estate market. Cooksey was engaged by Hillwood in 2011, during the peak of the financial crisis and has remained the company’s day-to-day public relations consultant throughout North Texas’s exponential growth period and during the global pandemic. With many competing business stories in a market as large as Dallas-Fort Worth, the challenge has been to keep sustained media interest in the development over the span of two decades.

the strategy

Leverage the AllianceTexas Story through Several Industry and Regional Growth Trends

Throughout its role as day-to-day public relations counsel for AllianceTexas, the Cooksey team has developed messaging, media outreach materials, and creative pieces designed to demonstrate Hillwood’s leadership not only within the real estate community, but also as a business innovator on the leading-edge of global industry. From 2011-2016, Hilllwood brought three significant corporate campus projects to AllianceTexas, including Charles Schwab Corp.’s global headquarters, Deloitte University and Mercedes Benz Credit Services. Meta developed one of the world’s largest data centers at the development in 2016, while Amazon Air located a significant air operations facility at Fort Worth Alliance Airport. And, in the 2020s, Hillwood launched the Mobility Innovation Zone (MIZ) at AllianceTexas, which has become a key component of the development’s Smart Port platform.

the solution

Execute an Integrated Marketing Communications Plan that Yields Big Results

By connecting the AllianceTexas story to the exponential growth happening in North Texas, Hillwood has benefited from international, national and regional media stories generated by Cooksey showcasing the development as a key corporate destination and an integral component of the U.S. supply chain. Hillwood has received countless awards for their projects and executive leadership, which Cooksey has helped to facilitate. Cooksey’s creative team has also managed important branding projects for AllianceTexas, including the long-running AllianceTexas Magazine, E-newsletters, brochures, video productions and digital marketing strategies.

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Case Study

VanTrust

Building VanTrust into a Longstanding Player in the Texas Real Estate Market

Case Study

Irving Economic Development Partnership

Showcasing Why Irving is Texas’ “Headquarters of Headquarters”

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Founded by a group of Dallas teachers in 1931, Credit Union of Texas has provided financial services to members throughout North Texas for nearly 100 years, offering nearly 20 branches throughout the region. In addition to continuing to grow its North Texas footprint, the company recently began market expansions throughout East Texas beginning in Gilmer, Texas, which also includes the credit union’s first Commercial Solutions Center with numerous others planned. Cooksey was tasked with developing a strategic communications program to elevate CUTX’s brand in a competitive North Texas landscape and introduce it to its new East Texas audience.

industry

professional services

services

crisis communications & issues management
key message development
market entries
marketing strategy & planning
media relations
thought leadership positioning

the challenge

Highlight How CUTX’s Community Engagement Model Builds Trust

As a trusted partner to CUTX, Cooksey deployed a strategic communications plan that includes elements focused on showcasing CUTX’s community engagement model. These efforts included media relations support, developing thought leadership content and managing an extensive awards nomination program to bolster CUTX’s credibility, showcase its industry expertise and feature its member-focused initiatives.

the strategy

Establish CUTX as a Leader in the Credit Union Space Through Strategic External Communications, Timely Thought Leadership and Strategic Awards Competitions

the solution

Leverage CUTX’s Community Efforts to Propel Its Growth

Through strong relationships with local, community-based and financial trade media, Cooksey earns coverage in some of the North and East Texas region’s most prominent publications about CUTX’s efforts in each of the communities it serves, including The Dallas Morning News, Dallas Business Journal, D CEO, Tyler Morning Telegraph, The Financial Brand, Credit Union Times and CU Today. Cooksey also develops and places bylines that highlight CUTX’s community engagement efforts in key credit union publications. Furthermore, Cooksey facilitated CUTX’s entry into the IABBB International Torch Award for Ethics and Dallas Business Journal Leaders in Diversity Award, which it was awarded, the D CEO Corporate Citizenship Awards and its recognition as Business of the Year by the Allen Chamber of Commerce. CUTX CEO Eric Pointer also received the CRMNEXT Right on the Money Award, which celebrates innovation and ingenuity among credit union leaders, for CUTX’s work in its various communities.

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Case Study

Federal Home Loan Bank of Dallas

Reporting ESG Performance and Promoting Financial Inclusion in Multiple Markets

Case Study

American National Bank of Texas

Positioning a Brand with Rural Heritage for New Opportunities in the Urban Center

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In a state known for its unique locales and strong leadership, Waco stands tall among Texas cities. Proud of its heritage but with one eye firmly fixed on the future, Waco is leveraging its fame in reality television and its scenic locales with its appeal as a Central Texas destination on the banks of the Brazos River and status as a world-class “college town” that is home to Baylor University. The communications office within the City of Waco, operating as the Municipal Information Department, had been long established with employees that had been with the City for many years. In 2021, the longtime Director of that department retired.

industry

government & economic development

services

communications assessments & planning
crisis communications & issues management
executive coaching & training
key message development
media relations

the challenge

Seeing Through Metaphorical Brush Fires to Implement Strategic Thinking

Waco’s Municipal Information Department had fallen into a routine that was keeping the City informed, the meeting broadcasts were on schedule and newsletters were going out on time. However, like so many other cities’ comms offices, they were understaffed and overworked and found themselves running from task to task without the capacity for any kind of strategic thinking or planning. Beyond that, in a sizeable organization, various communications channels and tasks had become very decentralized with many comms functions residing in different departments – without central oversight.

the strategy

Assess In Order to Engage

Cooksey undertook a Comprehensive Strategic Communications Assessment, also known as an “audit,” for the City of Waco beginning in the winter of 2021. The Cooksey team conducted interviews of more than 50 internal and external stakeholders to gather perspectives on the Waco communications effort. Benchmarking was conducted with peer and aspirational cities inside Texas, including Austin, Fort Worth and Temple, and outside the state with Tallahassee, Florida and Tempe, Arizona. Further, Cooksey conducted an evaluation of the City’s various communications channels and offered recommendations for bolstering certain platforms while sunsetting at least one. The end result of the process was to be greater strategic engagement on the part of the City in its communication with stakeholders.

the solution

Centralize for Maximum Impact

Cooksey’s 60-page report on the Comprehensive Strategic Communications Assessment praised the City of Waco for their solid work in messaging their public while offering solid recommendations to make it even better going forward. Chief among them was to consolidate all marketing and communications functions under Municipal Information, which would then be re-designated “Communications and Marketing.” Cooksey further recommended new positions for a Digital Editor and Engagement Specialist, to place priority on strategic use of Public Education and Government funding for TV use and to consolidate some of the more than 30 social media channels. The report was presented to the Waco City Council in December of 2021 with a new director hired that month and many of the recommendations since implemented.

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Case Study

Town of Sunnyvale

Working Alongside a Growing Community to Establish Effective Communications

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Situated at the intersection of five major roadways, Anna, Texas, is the ideally positioned along the northern corridor of expansion of the Dallas-Fort Worth metroplex. As the metroplex has grown, more people have moved north to Collin County, one of the fastest-growing counties in the nation, to find affordable housing, good schools and a better quality of life. A trusted partner of the Anna Economic Development Corporation (EDC), Cooksey Communications focuses on driving awareness for the rapidly developing outer-ring suburb as it grows to its full potential at the crossroads of rapid development in the North Texas region.

industry

government & economic development

services

communications assessments & planning
creative services – branding and collateral
creative services – web and digital
crisis communications & issues management
key message development
marketing strategy & planning
media relations
public involvement & stakeholder engagement
special events
thought leadership positioning

the challenge

Build a presence and create a lasting impression in a sea of thriving communities

For many people not living in the immediate area, Anna, Texas, was once best known as a “truck stop city,” in the far reaches of northern Collin County. In addition, in recent years, a number of other outer-ring suburbs also began to emerge in the area, creating further challenges as Anna worked to establish itself as a pro-business, pro-growth city focused on providing an attractive location for businesses and a home for those searching for affordable housing and close proximity to both the Dallas area and the rising tech hub in Grayson County just north of the city. Once Anna adopted its new strategic plan and reduced permitting process timeline, the need arose to raise awareness and educate target audiences, including real estate developers and brokers, homebuilders and the business community, about Anna and its business-friendly trajectory for growth.

the strategy

Create a brand that reflects opportunity and capitalizes on North Texas’ momentum as a destination for growth and relocation

Cooksey initiated its efforts for the Anna EDC with a comprehensive communications audit and plan that would lead to the creation of a lasting brand and ensure on-target messaging. The audit included conducting interviews with city officials and key stakeholders and a review of peer and aspirational cities’ marketing and branding efforts. As part of the final plan, Cooksey refreshed Anna’s branding with a modern, eye-catching look-and-feel, developed key messages sharing Anna’s pro-business mindset and growth potential, and created the EDC’s signature tagline, “Groundbreaking Possibilities.” This audit and plan set the stage to launch an ongoing marketing program that would raise awareness about Anna and educate target audiences about its pro-growth strategy.

the solution

Implement a comprehensive marketing plan that highlights Anna’s potential and attracts developers

As part of its efforts, Cooksey keeps Anna top-of-mind among the developer, broker and business communities by employing media relations, advertising, and paid content. To combat the challenge of Anna’s northern Collin County location, Cooksey and the Anna EDC regularly host key media contacts for city tours, resulting in features and numerous stories in target media outlets including the Dallas Business Journal, Dallas Morning News and Bisnow, while also sharing Anna’s business and residential real estate development progress in media outlets including DCEO, Texas Contractor, CoStar and REDnews. In addition, Cooksey developed a video of Anna that showcases its numerous attributes, from vast land available for development to infrastructure connections to the region and a high quality of life. The video provides an easy way for target audiences to get a firsthand look at Anna, whether at tradeshows, sponsored events or on the Anna EDC website. Award nominations and commercial real estate event sponsorships also play a significant role in furthering exposure among Anna’s key target audiences. Finally, Cooksey develops engaging ads for placement in business and real estate-related trade media publications that are often accompanied by advertorials and sponsorship recognitions.