EDPNC
Business results for North Carolina that are almost unfair to the other 49 states.
Outdated perceptions and intense competition from better-funded states were holding North Carolina back. The Economic Development Partnership of North Carolina (EDPNC) saw an opportunity to raise the state’s profile by going “All In” with Mythic. Our research-driven, multi-channel campaign redefines North Carolina for a new audience, successfully shifting national sentiment. The results speak for themselves: CNBC’s Top State for Business in 3 of the last 4 years, a pipeline of thousands of new jobs, and billions in potential investment. North Carolina isn’t just playing the game — it’s winning.
- Strategy
- Creative
- Media
- Social
- CRM
increase in positive perception of North Carolina since 2021
in potential investment tracked from campaign-attributable leads
direct campaign inquiries generated by digital campaign
Challenge
North Carolina was struggling to make the shortlist for business relocation and expansion, despite its strong product. We attributed this to two key pain points: 1) a significant marketing funding deficit compared to competitor states and 2) longstanding misperceptions of North Carolina that suggested it lacked the inclusive, forward-thinking culture necessary to attract top-tier talent and innovative companies. Initial research confirmed that, while overall consideration was fair, “Strongly Consider” ratings were soft, indicating a lack of conviction among key audiences.
Solution
Our engagement began with foundational, national research to diagnose perception issues and identify precise barriers to stronger consideration. Then, we developed a new, persuasive brand story, logo and identity—”All In North Carolina”—to showcase the state’s diversity, innovation, and commitment to growth.
With strong testing validation pre-launch, we went to market with a comprehensive, omni-channel paid media strategy designed for a long and complex sales cycle. The plan: engage priority audiences (C-suite executives, national site selectors) across awareness, consideration, and conversion stages. We tapped into audiences across the country and the globe using social, video, search, premium publisher sponsorships, and more.
Results
Our long-running “All in NC” campaign successfully elevated North Carolina’s national profile, transforming it from an underdog into the clear leader in business consideration—recognized by CNBC as America’s Top State for Business 3 out of the last 4 years. We effectively closed the perception gap and reinforced the reality of the state’s positive business environment. And we’re not done yet. Our approach has continuously evolved, adapting to the competitive landscape and shifting business needs to defend our gains and capitalize on new opportunities.
