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Suffolk IDA ad campaign aims at out-of-state businesses

Monica Bhasin, lab director at Health Level One

Monica Bhasin, lab director at Health Level One in Hauppauge. Credit: Kismet Films

The Suffolk County Industrial Development Agency has launched a $200,000 advertising campaign aimed at convincing companies outside Long Island to relocate their operations to Suffolk.

For the first time the IDA is advertising its services to companies in surrounding regions. The new campaign — funded by fees paid by IDA clients, not taxpayer dollars — will be targeting markets in New Jersey, Pennsylvania, and other states along the east coast through online and radio advertisements.

“Our new advertising campaign focuses on showcasing the tangible benefits that make life on Long Island so desirable,” Anthony J. Catapano, Suffolk County IDA executive director said in a statement. The campaign highlights the county’s educated workforce, proximity to Manhattan and the area’s overall quality of life.

The campaign is being run by public relations and marketing firm Zimmerman/Edelson Inc. of Great Neck. The campaign centers on a four-minute testimonial video featuring executives from Suffolk businesses, including Canon U.S.A., Marchon Eyewear and Health Level One Inc., talking about the benefits of working with the IDA and operating on Long Island.

The IDA plans to rely heavily on Internet marketing to reach off-Island businesses, including outlets such as Pandora Radio and online publications focused on business expansion and relocation. The IDA will also advertise on traditional radio stations including Bloomberg Radio, WCBS and WFAN.

Last year, the IDA launched two similar advertising campaigns, though they have primarily focused on keeping companies already based here from leaving.

Over the past two years, the Nassau County IDA has focused some of its marketing on encouraging county residents to buy local to strengthen the small business community.

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