Greater Baton Rouge Economic Partnership
Turning belonging into the reason to bet on Baton Rouge
Services
Web
Campaigns
Brand
Film
Helping Baton Rouge Earn a Second Look
For years, Baton Rouge competed with the belief that bigger cities meant bigger futures. Better in BTR gave the city a new story to tell, one where finding your people mattered just as much as finding your next opportunity.
1.08M
Campaign Impressions
77%
Neighborhood Finder Completion Rate
163
Qualified Relocation Inquiries
In a disconnected world, feeling known is a luxury.
Young professionals had long believed that success meant living in cities with more opportunity and more prestige. Baton Rouge wasn't just competing with Houston or New Orleans, it was competing with the perception that it was where people settled for less, not where they settled down.
The Greater Baton Rouge Economic Partnership needed a brand, website, and integrated campaign that could give ambitious people a reason to choose Baton Rouge before they ruled it out.
Giving people a place to belong.
We conducted dozens of ethnographies and surveyed more than 1,000 young professionals ages 18–45 to find an insight that felt so universal that it would help us change behavior. Over and over, we heard different versions of the same truth: in the age optimized for connection, feeling known had become increasingly rare.
Rather than selling Baton Rouge through statistics, rankings, or economic incentives, we built a brand around something the city could uniquely offer: a clearer path toward finding your people.
Building a digital bridge between moving here and belonging here.
Rather than organizing information around city departments or tourism categories, we designed the website to help prospective residents picture what life in Baton Rouge could actually feel like before they ever arrived.
To make that experience more personal, we created the Neighborhood Finder, an interactive tool that matched users with neighborhoods based on their lifestyle, interests, and priorities. Instead of simply helping people choose where to live, it helped them discover where they were most likely to find community.
The campaign carried that experience beyond the website and into everyday life. Documentary-style films introduced audiences to the people and places that made Baton Rouge feel like home, while social content, email journeys, and digital advertising expanded the story across every stage of the relocation journey. Merchandise and community activations then gave residents visible ways to express their pride and invite others into the movement.
We turned a brand into a shared identity worth moving for.
Better in BTR reached prospective residents at every stage of the relocation journey:
Built awareness: The launch generated more than 1 million impressions and 11,000 clicks, giving Baton Rouge’s new story meaningful visibility across priority markets.
Earned attention: Campaign emails achieved open rates two to four times higher than industry benchmarks, while LinkedIn sponsored messaging earned a 66.09% open rate.
Inspired exploration: Approximately 7,200 active users generated nearly 16,000 site views, and visitors arriving through LinkedIn ads spent an average of more than 90 seconds engaging with the experience.
Drove action: Of the 280 people who started the Neighborhood Finder, 218 completed it, resulting in a 77% completion rate. The campaign also generated 163 completed relocation forms.
Together, the work helped prospective residents imagine what life in Baton Rouge could actually feel like. Instead of asking people to compare cities, we helped them picture a place where they could truly belong.
Services
Strada Education Foundation
Client
Greater Baton Rouge Economic Partnership
Industry
Economic Development
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