Come Home, Louisiana: Fueling Ambition, Feeding the Soul

Come Home, Louisiana: Fueling Ambition, Feeding the Soul

Some would argue that sequels can be even better than the original – The Godfather Part II, The Empire Strikes Back, or The Dark Knight fit the bill.

In that same spirit, Come Home, Louisiana is back with a renewed vision, proving that homecoming can be both familiar and forward-thinking. Originally launched in 2014 to welcome back residents displaced by Hurricanes Katrina and Rita, this campaign has transformed from nostalgia-driven to leading with “swagger and stats.” Appealing “more to the head than the heart,” it’s an invitation for ambitious professionals to return home without compromising their career goals.

“It’s no longer necessary to choose between home and career,” said Mark Lorando, chief communications officer at Louisiana Economic Development. “By returning, you can fuel your ambition AND feed your soul.”

Aligning Economic Growth with a Fresh Louisiana Narrative

A core goal of the Come Home, Louisiana campaign is to reshape perceptions of the state’s economic landscape. “Transforming the Louisiana economy begins with changing the narrative about the Louisiana opportunity,” Lorando said. Through this campaign, Louisiana is doing just that by highlighting advancements in business and economic diversification across every corner of the state.

As Lorando puts it, the mission isn’t just about bringing talent back, but also about fostering pride and awareness among current residents, signaling a path to growth that includes retaining and attracting new talent. “Come Home, Stay Home, and Discover Home,” is how he describes the campaign’s multi-layered approach to talent attraction and retention.

Expanding Talent Pipelines Across Industries

Rather than focusing on specific sectors, the campaign embraces a comprehensive approach, appealing to professionals across a wide range of industries.

While Louisiana’s “legacy sectors are thriving and modernizing” – such as energy, manufacturing and agribusiness – there’s also significant growth in areas like technology, life sciences, and new energy.

Lorando noted that thanks to a robust startup ecosystem, industries not typically associated with Louisiana are also finding a foothold, and there are entrepreneurial, entry-level, mid-level and what we call ‘six-figure jobs’ associated with all of them.”

Stirring the Pot: A Gumbo of Career and Culture

While there’s no denying culture is one of Louisiana’s strongest assets, the Come Home, Louisiana campaign uses this unique element strategically. A new theme song for the campaign – “Home,” by popular Louisiana musician Marc Broussard – sets the tone, connecting audiences emotionally while promoting Louisiana’s professional opportunities.

Broussard’s recent live performance of “Home” at an LSU Alumni Association tailgate event in Las Vegas underscored this blend of cultural pride and career opportunity.

“We’re showcasing Louisiana as a business destination first, and a cultural destination second,” Lorando explained, reflecting a fundamental shift in how Louisiana presents itself on the national stage.

The Power of Partnerships: Alumni Networks and Local Resources

One of the most powerful aspects of Come Home, Louisiana lies in its collaborative approach.

The campaign, still in its early stages, has already tested its messaging with the LSU Alumni Association, with valuable insights that will shape future efforts.

“This campaign only works if people prompted by the campaign to explore a return to Louisiana can easily connect with resources at the community level,” said Lorando.

Local governments, alumni associations, and community organizations play vital roles in making these connections, helping Louisiana to not only welcome back talent but also provide them with the support they need to thrive.

Looking Ahead: Tracking Success and Building the Future

While Come Home, Louisiana is still in its infancy, its long-term potential is clear.

Louisiana Economic Development is closely tracking the program’s impact through a “relocation funnel” in its CRM software, following each candidate’s journey from initial interest to their “first day home,” much like a traditional sales funnel.

Lorando encourages Louisiana natives considering a return to read testimonials from those who have already come back.

“Louisiana is primed for growth,” one returnee recently said on ComeHomeLouisiana.com. “Right time, right place … that’s what this is.”