Silva: RGV Partnership is about to choose marketing firm to promote One Region, Once Voice campaign

MCALLEN, Texas – Rio Grande Valley Partnership President Daniel Silva says the group is about to select the marketing entity it wants to promote its powerful One Region, One Voice, message.

The message, which has had near universal buy-in from communities across the RGV, was formulated at the RGVP’s big 2023 Economic Summit attended by Gov. Greg Abbott.

“During the time from the economic summit to now we’ve put together a marketing package. Actually, I just got my last marketing proposal yesterday. So, we’re about to choose a marketing entity. And now we’re going to go to all the cities and counties and try to get their participation,” Silva said.

Silva made his comments in an in-depth conversation with Rio Grande Guardian anchor Mark Hanna. The podcast is slated to be posted later today.

Silva explained to Hanna that the marketing campaign will include important data sets that Valley economic development corporations and cities can use to attract new business.

“The campaign is going to consist of us collecting data, having a repository of information so that way, if any EDC is trying to look to promote, there’s going to be a website that they can go to,” Silva said.

“They can pull demographic information. We’ll make that specifically for certain cities, as they make requests. We’re going to have collected videos, we’re going to have collected podcasts. Really just marketing material about the region that they could use as they are putting together their packet.”

Silva said he hopes the EDCs will use this information when they go on their individual trade missions.

“We (will) provide them with a uniformed type of information, all from the same data source and so that way, they have access to good information that everybody is going to be using.”

In addition, Silva said, the RGVP plans to provide material on big success stories from across the region. The hope is that every EDC will use this material to counteract some of the negative press the region gets.

“We want to be able to promote successes all up and down the region. When you have Driscoll Hospital Children’s Hospital opening up, we want everybody to be applauding that success,” Silva said.

“When we have a new LNG (liquefied natural gas export terminal) coming into the Port of Brownsville, we want everybody talking about it.”

Silva said a previous entity, the Rio South Texas Economic Council, previously tried to market the region by promoting it in certain media outlets. He said this was expensive and would be blown up if there was any violence or security problems across the Rio Grande.

“What we’re hoping now is, instead of just going to one outlet, we want all the cities to be able to… by quarter as we curate/provide/prepare this information, we give the opportunity to everybody to send out material on the same subject,” Silva said.

“And we feel that if we choose health care for this quarter, we’re putting out all the success stories, we’re giving out statistics, we’re talking about health in the Rio Grande Valley; and as every city puts this out through their social media streams, it’s going to look like a bombardment of information, and everybody’s going to be able to get excited about it.”

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