Developing a marketing campaign to enhance the image of a city is a huge challenge! As we worked through the various ideas about the campaign we took note of key facts about the Waco area.
We welcome businesses to use the Waco We Do logo
on Web sites and other advertising.
Most communities strive for a diverse economy, but Waco is already diverse. No sector of the economy (Education, Manufacturing, Transportation, etc.) is more than 20 percent of the workforce.
In manufacturing, we make a lot of different things - food and beverages, metal parts and equipment, plastics, pharmaceuticals, paper products, electronics, aviation - to name just a few.
We also notice the things that set the Waco area apart from the rest of Texas: The ALICO Building, the Suspension Bridge, the Circle, Lake Waco, our three colleges - Baylor University, McLennan Community College and Texas State Technical College - Cameron Park Zoo, our name brand companies and our entrepreneurial spirit.
All of these things started as a dream and became reality due to the dedication and hard work of the people in the Waco area. And that dedication continues today.
Our theme comes out of what WE DO.
WACO, WE DO
It is positive.
It is timeless.
It captures what is today and what can be.
It can be used by many different groups.
It reflects the Greater Waco community, but it’s really about the people.
Here’s how we are using this theme:
The internal campaign will be placed in local media outlets and focuses on a positive and informative set of ads. We hope you find them fun, yet at the same time, learn a few things about the Waco area and things WE DO.
We also hope to remind you of a few of your favorite Waco things. Here are the first internal ads:
Several more ads will be produced for our internal campaign and will continue to run for much of 2007.
The external campaign takes a slightly different approach. It will be placed in national or regional publications and is primarily business and economic development related. We still talk about the unique attributes of the Waco area, but we bring together various industries in a fun way to emphasize the diversity of what you can do in the Waco area.
KCEN-TV, Channel 6
KWTX-TV, Channel 10
KXXV-TV, Channel 25
RADIO / TV
You will also hear this campaign on the radio. Our first couple of ads remind us of the fun things WE DO in Waco and if you’re new to the area, they give you a few ideas for your next outing. Here is a 60-second spot and a 30-second spot that you may hear on your way to work. Click icon.
We are fortunate to live in a beautiful part of the country. From the farms in eastern McLennan County to the wooded hills along the Brazos and Bosque Rivers to the ranchland plains in the west, there are some wonderful venues to live, work and play. These sights offer excellent pictures of what WE DO in Waco – morning, noon and night. Take a look at our 60- and 30-second television commercials. The beauty of the spots speak for themselves!