TN ECD Governor's Conference - Economic Development Marketing from Good to Great

1

Economic Development Marketing From Good to Great:

8 Economic Development Marketing Tips to Get Your Community Noticed Today

2

We are Atlas Advertising And we do things like this…

3

4

5

Tucson concepting

6

Campaign development. Positioning.

7

8

9

10

11

12

Screen shot of Jobs Ohio Promotion of Atlas developed GIS mapping tool, easily view able on IPad devices

13

14

And we’re passionate about things like…

15

“If I thought for a minute that I

could get the same product in

the end, even for a higher price,

by going local, I would have

done it,” Downs said last week.

“I have no interest in sending

money away to Denver except

to get the best product.”

-Timothy Downs, CEO City of Dayton Office of

Economic Development

16

17

18

19

“Atlas Advertising is the Exclusive High Performance Economic Development

Marketing Firm of IEDC”

Jeff Finkle, President/ CEO IEDC

20

And this…

21

22

23

THEN..

24

NOW…

25

All because…

26

Featured Clients:

43+ STATES

120+ Communities

WE BELIEVE THAT ECONOMIC DEVELOPERS MAKE A DIFFERENCE….

1 MISSION - ‘To Create Vital Communities’

6 COUNTIES

Insert CTA Header

Download this presentation and others at:

http://atlas-advertising.com/community-marketing-

presentations.aspx

28

Meeting Agenda

1. A Formative Idea for Today’s Session

2. What are the basic principles that should drive your economic development marketing?

– What should our marketing, job creation, and capital investment objectives be?

– How will we know if we are successful?

– What are the best communities doing to succeed?

– How can we be more relevant to our investors, boards, and stakeholders?

3. What are 8 Tips that we can implement to get our communities noticed today?

4. Benchmarking Opportunity

29

Formative Idea for Today’s Session

”Prospects (Site Selectors,

Companies, Talent) are now in control

of when and how they access

information during the purchase

process. At the same time, Economic

Developers are constrained by tight

budgets while charged with longer to-do

lists, including the need to interact with

board’s, stakeholders and customers

across a variety of marketing, political,

financial and infrastructure channels. And

at the end of the day, Economic

Developers are more accountable than

ever for results”

30

A few principles that drive (or should drive)

economic development

31

What worked 20-50 years ago is not the same as what works today.

32

What hasn’t changed:

To make a difference, we have to serve companies directly.

If we are not having conversations, we are not making a difference.

33

Economic Development is a Spectrum of Activities

34

The Framework

35

36

37

38

39

Insert CTA Header

8 TIPS TO GET YOUR COMMUNITY NOTICED TODAY

40

GET FOUND ONLINE • Google has evolved from a 1996 research project into the world’s

most visited website with more than five billion searches every day.

Providing the most relevant search results to users fuels its massive

growth.

• 90% of the Site Selection process starts online

41

EFFECTIVE SEARCH MARKETING • Ranking #1 organically

for “your city/region

economic development”

• Ranking #1 organically

for “your organization

name”

• Utilizing paid search

(PPC) to drive additional

traffic

42

Top 10 search terms that drive traffic to ED websites

1. Your organization name

2. Your city/region name “economic development”

3. Incentive type offered in your region (depends on community)

4. Resident company name (i.e., Boeing)

5. Region name (if different from city)

6. Organizational url (without .com/.net/.org)

7. Campaign name (initiative or fundraising)

8. City/region name “maps”

9. City/region name “counties”

10. City/region name “industries”

43

REMEMBER WRITING FOR THE WEB IS JUST DIFFERENT Most people scan content online.

Make your content engaging and easy to ready by:

• Breaking information into sections

• Using bulleted list

• Bolding text to emphasize key points

• Writing shorter paragraphs

• Employing subheads (h2 and h3)

• Leaving out the buzzwords and the

jargon

44

GOT SITES & BUILDINGS?

45

GIS Content on Economic Development Websites

Existing Building

Critical Search Fields

City

County

Minimum Square Feet

Maximum Square Feet

Minimum Clear Height

Minimum Column Spacing

Sale, Lease, Both

Building Type (i.e., Industrial, R&D, Commercial, etc.)

Specialty Feature (i.e., Call Center, Clean Room, Cold

Storage, Data Center, etc.)

Zoning

Cranes

Docks

Rail (preferred/required)

Max Distance to:

- Interstate

- 4-Laned Highway

- Commercial Airport

Previous Use

Land

Critical Search Fields

City

County

Minimum Acres

Maximum Acres

Site Zoning

Rail Proximity

Max Distance to:

- Interstate

- 4-Laned Highway

- Commercial Airport

Brownfield or Greenfield

• Concerning GIS content, critical applications include:

– Interactive Property Search Maps

– Interactive Demographics & Major Employer Plots

– Downloadable Shapefiles (.shp) for use in mapping

software

• To provide better service to the corporate site seeker, the

following guidelines are suggested for economic

development organization websites:

46

GIS Content on Economic Development Websites

Base Layer

Menu

County Boundary

Streets

Airport Runways , Noise Contours, Property Lines

Subdivisions

Zoning Boundaries

Parcels

Zip Codes

Rivers

Forest / Preserved Areas

Flood Plains

Elevation (10 ft and 2 ft contours)

Future Land Use

Color Aerials

City/Municipal Boundaries

Schools (including colleges)

Rail (yards, spurs, main lines)

Utilities (to the extent available)

Future Land Use

Submenu

Business Park

Commercial

Developmentally Sensitive

Hydrology

High Suburban Density

Industrial

Public / Institutional

Recreation

Rural Density

Rural Land

Suburban Residential

Transportation

Urban Density

• Baseline content that would facilitate an interactive GIS platform should include the

following “activateable” menus:

47

DROP YOUR CARD WITH ME TO ENTER TO WIN A FREE LOCAL VERSION OF TVASITES.COM

48

DEVELOP A POSTIONING STATEMENT

49

AN EXAMPLE

50

AN EXAMPLE

51

YOUR WEBSITE IS YOU ONLINE • Your website is an outreach of your community—think of how

you extend in-person greetings to your prospects, and try, as hard as you can, to deliver that message and tone online

• Your site is not static, it’s living and breathing—it takes incredible attention and detail, but it will deliver incredible results

• Your site is your platform—for first impressions, for storytelling, for capturing attention and most importantly for starting a conversation

52

WEBSITES FOR STORY TELLING

53

WEBSITES FOR DATA

54

Top 10 pages requested nationally on ED websites

1. About Us (about the organization)

2. Programs (that the organization offers)

3. Data Center

4. News

5. Relocate and Expand

6. Find Property

7. Site Selection Services

8. Workforce Data and Information

9. Database of Companies or Largest Employers

10. Maps of the Area

55

BUILD DYNAMIC CONTENT

• Dynamic content is content that caters specifically to the viewer,

letting you provide relevant information whether they’re a prospect,

lead, or even a internal stakeholder. As a result, it provides the

opportunity for you to be a champion of “context” — providing the

right content at the right time.

• 144.8 billion - that’s the number of emails sent every day, according

to Mashable.

• Businesses that regularly blog receive 55% more web traffic and

70% more leads than those that don’t. Why? Because blogs are like

chum for Google and other search engines. They’re the bait that

reels in customers when they’re searching the Web

56

HOW ONE EDO DOES IT.

57

EMBRACE NEW TECHNOLOGY • In today’s globalized world there is little that can’t be made more

efficient through the use of powerful technology.

58

EMBRACE NEW TECHNOLOGY

59

Use LinkedIn Ads For Targeting Company Audiences

60

KNOXVILLE ESTIMATED REACH

3Million

TARGET USERS BY TITLE,

GEOGRAPHY, GROUP

AND MORE

61

PLEASE, MARKET TO YOUR WORKFORCE.

62

40% percent of workers plan to look for a new job within the next 6

months with 69% using social media to do it.

Source: 2013 Ranstad Staffing Study

63

Get the report: http://www.slideshare.net/wright0405/atlas-high-performance-economic-development-white-paper Take the survey to participate: http://atlas-advertising.com/Community-Benchmarking-Study.aspx

BENCHMARK YOUR PERFORMANCE TODAY

64

THE ECONOMIC DEVELOPMENT OLYMPICS. Philadelphia, PA| Oct. 6-9, 2013

Click here to learn more: http://blog.atlas-advertising.com/?p=3382

65

“When [what you are deeply

passionate about, what you can be

best in the world at and what drives

your economic engine] come together,

not only does your work move toward

greatness, but so does your life.

- Jim Collins

BE GREAT NOT GOOD

66

Questions

67

Thank you! Contact information: 1128 Grant St. Denver, CO 80205 Contact: Guillermo Mazier t: 303.292.3300 x 232 Guillermom@Atlas-Advertising.com www.Atlas-Advertising.com LinkedIn Profile | LinkedIn Group | Twitter | Blog | Slidespace