Atlas TIP Strategies Economic Development Marketing and the Future of Jobs

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Your hosts

Ben WrightCEO, Atlas Advertising

benw@atlas-advertising.comwww.twitter.com/atlasad

Guillermo MazierStrategy,

Atlas Advertisingguillermom@atlas-advertising.com

www.twitter.com/atlasad

Jon RobertsPrincipal,

Tip Strategies jon@tipstrategies.com

www.twitter.com/tipstrategies

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About Atlas AdvertisingAtlas Advertising is a niche economic development marketing and technology firm that helps economic developers reach local, national and international prospect and site selection audiences. Atlas’ economic development solutions and websites have been named among the best in the country by the IEDC and Angelou Economics, and have won awards regionally from business to business marketing organizations.

Atlas has worked with 90+ different economic development clients in 43+ US states and 6 countries. Our approach and experience means that our campaigns generate an average of three to ten times the response of other campaigns.

Featured clients:– Denver South EDP– State of Ohio– Charleston County, SC– Omaha, NE– San Francisco, CA– Webster City, IA

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About TIP StrategiesPrivately owned economic development and workforce consultancy based in Austin, TX

17 years of experience in over 100 different communities across the country

Featured Clients: Greater Phoenix Chamber, City of Las Vegas, Puget Sound

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View the slides, continue the dialogue • Continue the

Conversation: – Follow us on Twitter:

www.twitter.com/AtlasAd– Tweet questions using

hashtag #AskAtlas– Join Next Gen Economic

Development Marketers LinkedIn Group

• View and share the slides with your colleagues (available now): http://bit.ly/fQB6hC

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Questions we will answer• What is the “Future of Jobs”?• Whose job is it to create jobs?• What can economic developers do to create

value?• What is the Role of Economic Development

Marketing in the future of Jobs?• How can you track the value of your economic

development marketing efforts back to jobs?• How can you implement high performing

marketing programs in your own communities?

WHOSE JOB IS ITTO CREATE JOBS?

THE PRIVATE SECTOR?

THE PUBLIC SECTOR?

DOES A HEALTHY ECONOMY

REQUIRE JOBS?

REAL GDP PER CAPITA VS. CIVILIAN LABOR FORCE PARTICIPATION RATE

WHAT ARE THE CONDITIONS UNDER WHICH

JOBS ARE CREATED?

WHAT ARE THE CONDITIONS UNDER WHICH

VALUE IS CREATED?

PEOPLE WITHOUT “JOBS” CAN STILL ADD VALUE

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What is the “Role of Economic Development Marketing in the Future

of Jobs?”

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So what should we be focusing on?

• Attracting and retaining firms?

• Attracting and retaining top flight workforce, including freelancers?

• Attracting and retaining entrepreneurs?

What does marketing look like for attracting firms?

What does marketing look like for attracting workforce?

What does marketing look like for attracting entrepreneurs?

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Is your community prepared to be relevant in the following? • Attracting and retaining firms?• Attracting and retaining top flight

workforce, including freelancers?• Attracting and retaining

entrepreneurs?

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We are not sure EDO’s should be choosing one path.

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How do firms choose locations?

Factor % Important

Ability to recruit workforce 86.4%

Access to technical/scientific workers 83.3%

Low overall cost of doing business 69.6%

Pro-business tax/regulatory climate 62.5%

Financial incentives from communities 62.1%

Access to senior management talent 59.1%

Proximity to a research university 54.5%

Access to national or international air service 53.6%

Quality or fit of specific real estate 53.6%

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What does workforce value?

According to polls, Americans no longer define the Dream as “peace, a home and family, religious freedom…” Now, they long for “a good job.”

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What do entrepreneurs value?

1. Customers2. Financing3. Workforce

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We would argue that your marketing should consider each of these audiences.

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What role does economic

development marketing play in this

ecosystem?

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Marketing as efficient information exchange: • Each audience requires different

information, all of which are hard to compare and require interpretation

• Marketing helps firms, entrepreneurs, and workforce understand:– Workforce composition– Cost structures– Firm composition– Quality of life indicators

Do you use today’s tools to understand just how much information you create is being consumed?

What Information is Your Audience Consuming?

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Marketing as assisting audiences in making comparisons• In economic

development, we tend to stop at trying to be relevant, and we forget to be unique.

• What about your community is truly different from other communities?

Comparing communities is difficult – are you making it easier?

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Marketing as helping your audiences understand you. • The most used

content area (after find properties and companies) is “About Us.”

• Why is this?– How many of your

spouses or friends understand what you do every day? David Petr, Executive Director,

Winter Haven EDC

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Defining High Performance

Economic Development When the Goal is a

Successful Ecosystem

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What “High Performance Economic Development” is• It is the first

measurement of the outcomes (Inquiries, jobs, capital investment) that EDO’s create on this scale.

• It proves the ways we make a difference, and in some cases, the ways we don’t.

• It can help drive your strategic and marketing planning using actual outcomes, instead of activities, using national benchmarks as your guide.

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ED Success: Benchmarked Results by Population Size

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The Framework:

Your Economic Development Brand

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Tactics and Strategies From the Top Performers?

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How Can You Implement High Performing

Marketing Programs in Your Own Communities?

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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

Measure something

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So, What Do We Measure?

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How can we implement high performing marketing programs in our own communities?

Guillermo MazierBusiness Development,

Atlas Advertisingguillermom@atlas-advertising.com

www.twitter.com/atlasad

For information, call:

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Putting High Performance Into Practice: The Steps 1. Benchmark your community –

get a baseline. 2. Cut through the clutter: Set

goals and Plan for Performance with your board and stakeholders. – Website visits– Inquiries / Conversations – Jobs Announced– Capital Investment

Announced

3. Implement the basics, plus additional tactics that your organization can support.

4. Adjust to improve your execution.

5. Report out and celebrate your results.

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Plan for Performance.

1. Get buy in from your leadership and stakeholders on a few key goals. Push hard to track the following:a. Awareness: Website visitsb. Conversations / inquiryc. Jobs Announcedd. Capital Investment

Announced

2. Set a marketing plan that drives those goals.

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Celebrate your success!

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Chat your Answer:

What is one thing that you learned in today’s webinar?

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Q+A

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JON ROBERTSTIP STRATEGIES

jon@tipstrategies.com

TIP Strategies106 E. 6th St, Suite 550

Austin, TX 78701

tipstrategies.com