Case Study

City of Salinas Economic Development

Economic Development

Background

In the wake of a major company closing, Salinas needed to showcase its assets, including its world-renowned agricultural industry and geographic proximity to Silicon Valley.

Strategy

DCI set out to transform Salinas from the “Salad Bowl of the World” to the “World’s AgTech Hub” through an integrated marketing communications strategy.

“A great win for the Steinbeck Innovation Cluster, for the ag industry and for the Salinas Valley, the emerging AgTech capital of the nation.” Salinas Mayor Joe Gunter

Results

  • Salinas launched its “Ripe with Opportunity” business brand and “Grow in Salinas” marketing plan, campaign and website, which received resoundingly positive feedback and coverage from local outlets.
  • DCI brought top national and regional reporters to Salinas, resulting in front-page stories in the Financial Times and San Francisco Chronicle, further branding the region as the “World’s AgTech Hub.”
  • DCI hosted nine site selectors for familiarization tours of the region, garnering a potential project as a direct result.
  • DCI influenced Forbes to launch “The AgTech Summit” in Salinas, which will bring 700 agriculture and tech professionals to the region.

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