CITY OF REXBURG
CASE STUDY
How Soapbox Agency Helped the City of Rexburg Drive Interest and Action from Business Leaders
CLIENT OVERVIEW
Client: The City of Rexburg Economic Development Team
Industry: Government / Economic Development
Goal: Bring outside businesses to Rexburg by leveraging its deep talent pool of university students and graduates.
Rexburg, Idaho, is home to a pipeline of skilled talent thanks to nearby BYU–Idaho and local businesses. The City’s goal was clear: invite high-level business leaders to visit Rexburg, explore its opportunities, and ultimately, choose it as the site to scale their businesses.
Making Rexburg Visible To Executives
EXPANDING BRAND PERCEPTION
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Rexburg is a city rich in talent, infrastructure, and economic potential, but its strengths must be widely recognized by the business decision-makers who matter most. The challenge wasn’t a lack of substance, but how to package that substance in a way that would resonate with executives nationwide.
The City needed a fresh, focused approach that avoided overused nature imagery and instead highlighted Rexburg’s business value. Coordinating interviews, gathering B-roll, and aligning messaging across video and design components required precise communication and flexibility. This campaign would serve as many CEOs’ first impression of Rexburg. It had to be sharp, strategic, and impossible to ignore.
Key Stakes
- Visibility among high-level executives
- Brand perception of Rexburg as an innovation hub
- Conversion goal: At least 3 CEOs committing to a tour
Aligning Video and Design with Client Goals
CREATIVE DEVELOPMENT
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Beginning
The project started when an employee from the Economic Development Department approached Brigham Young University–Idaho, and the opportunity was handed off to Soapbox Agency. Tasked with contributing to the City of Rexburg’s Marc Media Mailer campaign, Soapbox was commissioned to produce a 45-second video to capture the attention of CEOs and business stakeholders nationwide.
Exceeding
While the city had already chosen the Marc Mailer platform, Soapbox proposed taking on Mailer’s design—a suggestion met with little resistance. Although Marc Mailer included a preset design template, Soapbox used the opportunity to align the visual and messaging strategy with Rexburg’s broader economic goals.
Delivering
The creative approach focused on substance over spectacle, a request given by The City of Rexburg. Following suit, the video emphasized Rexburg’s economic strengths—its talent pool, growth potential, and business-ready infrastructure. With guidance from the Economic Development Department for Rexburg, Soapbox’s Copy and Video Departments developed a tight, executive-focused script that drove the narrative, and the visuals adopted a polished, business-oriented tone rather than cinematic B-roll.
Video Design That Showcases
Rexburg’s Business Advantage
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The video production phase was rooted in transparency and collaboration. Weekly Tuesday meetings with the client created a reliable feedback loop, helping the Video team clarify not just what the client asked for, but what they truly needed to meet their objectives. This openness was critical in shaping a clear vision for the video from concept to final cut.
Concept 1
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Concept 2
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The script development was a collaborative effort, shaped by open dialogue with the client, while keeping the video as an internal focus. Interviewees were cooperative and flexible. A shot list evolved throughout the process, capturing various aspects of Rexburg—from local landmarks and thriving businesses to communal living spaces—painting a full picture of the city’s appeal to potential investors.
Shot List
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DESIGNING A MAILER
The design phase of the project moved with impressive speed and clarity, serving as a future model of Soapbox Agency’s ideal creative workflow. Through extensive upfront planning and client collaboration, the team produced a high-quality deliverable that met the needs of the client.
Initial ideation began with a wide range of sketches submitted in early May, and from this pool, three key design elements were selected and refined into a more focused direction. These refined sketches were reviewed by the client, whose timely feedback helped guide the final stages.
Digital variations followed based on client feedback, leading to the delivery of the finished mailer design in late May, complete with final copy and layout.
ROUGH SKETCHES
REFINED SKETCHES
FIRST DRAFT
What set this project apart was its strong foundation. The early-stage sketches and open communication allowed for quick adjustments and refinement. By investing in this groundwork, Soapbox ensured that the final product aligned precisely with the client’s vision.
FINAL DELIVERABLES
Positive Client Responses and Promising Engagement
EARLY RESULTS
Although final campaign metrics are pending rollout, early feedback has been positive. The City expressed confidence in the video’s ability to convey its message and build excitement.
Client Survey Responses:
HOW SATISFIED ARE YOU WITH THE DELIVERABLE?
VERY SATISFIED
COMMUNICATION
4/5
HOW LIKELY ARE YOU TO WORK WITH US AGAIN?
EXTREMELY
For Rexburg, this mailer provided a means to get its name out to businesses that could advertise its community and values. More businesses and opportunities are essential to sustain the projected growth Rexburg is expecting in the coming years. For Soapbox, it was a chance to prove that smart strategy, clear storytelling, and strong client relationships can yield standout work even under pressure.
Want to turn your city or brand into a destination for growth? Let Soapbox Agency help you create strategic marketing that gets results. Contact us to start your case study-worthy campaign today.