TechPoint unveiling ‘measured marketing’ campaign

Scott Olson
September 21, 2010

The initiative will promote the advantages of doing business in Indiana to attract more "measured marketers." They are companies such as ExactTarget and Aprimo Inc. that provide a platform for marketing via e-mail, social media and other technologies.

TechPoint is launching a national campaign to highlight a growing segment of the state’s technology sector known as “measured marketing.”

The campaign, announced by the state’s high-tech trade group on Tuesday, will promote the advantages of doing business in Indiana, in an effort to attract more measured marketers. The availability of technology-related tax credits and exemptions, access to major research universities, and reasonable costs of living will be promoted in the campaign.

Measured-marketing companies provide a platform for marketing via e-mail, social media, Web searches, video, mobile and other evolving technologies, and provide clients with return-on-investment tracking.

More than 70 companies providing measured-marketing services are located in Indiana. ExactTarget, Aprimo Inc., Compendium Blogware and Cantaloupe TV are among the more established measured marketers in Indianapolis.

“Measured marketing is an organic sector; it’s not something we’ve [promoted previously],” TechPoint President and CEO Jim Jay said. “So we are focused on telling the story of what’s happening in Indiana to the world.”

The campaign will use traditional media such as print, radio and television, as well as emerging outlets such as social media and blogging. Jay declined to divulge how much the campaign might cost but said the Indiana Economic Development Corp. will provide support.

The Insight and Research unit of Ball State University’s Center for Media Design is providing research and additional support, and Indianapolis-based Dittoe Public Relations is the agency of record.

BSU’s Center for Media Design has collaborated in the past with such companies as Proctor & Gamble, NBC, Time Warner Cable Inc. and PepsiCo.

No federal employment data is available yet on measured marketing services. But in terms of marketing consulting services, Indiana employment growth within the sector more than doubled from 1998 to 2007, the most recent year data was available, according to the BSU Center for Business and Economic Research.

TechPoint is a part of the Central Indiana Corporate Partnership’s initiatives focused on the state’s fastest-growing economic clusters.