The Challenge

At Priority Midland’s February 2019 launch, the city of Midland, Texas, was growing faster than nearly any other city in the nation due to an ongoing energy-led economic expansion. The Priority Midland initiative was created to bring together Midland-area taxing entities and other stakeholders into a collaborative forum to develop a strategic investment plan for the Texas town.

Success was dependent on two major achievements:

  • Public entity, business, and community leadership working in a unified manner
  • The larger community understanding the state of Midland, remaining optimistic about its future, and having confidence and trust in area leaders to be good stewards of resources (tax dollars)

Marketing Communications Strategy + Implementation

M. Hensley Consulting was engaged to lead marketing communication strategy and implementation needed to bring Midlanders along on a potentially life-changing journey. The team developed an integrated communications campaign to raise awareness, keep all stakeholder groups engaged, and help break down silos that had existed across the community for decades.


Priority Midland came to be known and recognized as a forum of community members at all levels working toward collective goals that would transform the city. By the end of its inaugural year, Priority Midland ushered in significantly improved collaboration across taxing entity leadership, a marked reduction in siloed efforts, and increasing optimism among Midlanders about their city’s future as a world-class city for business and talent. Through considerable social media engagement, strong media coverage, and a growing word-of-mouth campaign, Priority Midland was becoming part of the lexicon around a positive future for the city.