Sachse (TX) Economic Development Corporation – Economic Development Marketing Plan
ChallengeSachse is situated in the rapidly growing area northeast of Dallas. With plans to add an intersection along a primary thoroughfare –– the President George Bush Turnpike (State Highway 190) –– the city found itself with an opportunity to position itself as a destination for new residential and commercial growth. Yet, other cities in the area were already mounting aggressive efforts to attract commercial development and their success would limit the types of new development available to Sachse. Sachse also suffered from a lack of image, as little awareness of the city existed beyond people who lived or worked in the area. Visitors to the city were greeted by a less-than-spectacular gateway that, despite recent improvements, gave the impression of a struggling suburban community. Sache’s leadership saw the planned tollway intersection as an opportunity to generate new employment opportunities, increase capital investment, and enhance overall community improvement.
ApproachTo address these challenges, the Sachse Economic Development Corporation hired TIP to assist in development of an economic development marketing plan. To accomplish this, TIP analyzed economic and demographic data on Sachse and the surrounding DFW area; researched marketing best practices from other communities across the country; and gathered input from area leaders, developers, residents, and business owners. The TIP team also conducted interviews, focus group meetings, and workshops with the chamber of commerce, Sachse EDC, the form-based code task force, city staff, and the Sachse City Council. These activities highlighted the strengths and challenges of the community from a marketing perspective and helped provide a foundation for the plan.
OutcomeThe resulting plan built on Sachse’s marketing goal to be a destination for quality people and development. TIP recommended that Sachse focus its marketing efforts internally on existing businesses and residents, as well as externally at potential new residents, talent, and businesses. One step in this process is establishing a consistent marketing message to help Sachse develop a positive image. Materials to support this message would include a new website that uses GIS information to identify development information within the city. The plan called for identifying target industry sectors and marketing to businesses within those sectors. Further, TIP recommended marketing directly to “multipliers,” or individuals and organizations within the local, regional, and state-level brokerage community.