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A PROACTIVE, ACTIONABLE MARKETING PLAN:

Marketing 6890: Marketing ChallengeSpring 2011Group #1:

Kimberly TuckerDeo Sanders

Travis GoldfeinRobert Montalvan

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In today’s society, marketing is constantly changing and evolving due to technological and cultural advances. Particularly with the internet, the way people communicate has changed drastically. This has lead to a change in the way businesses market products, people, and ideas.

Our plan utilizes these technological advances, which altered how businesses are marketing:– Attend conventions– Use of brochures– Google advertising– E-marketing campaign

What we did: we meet every week with our group and with Dr. Festervand; we came up with an action plan that included area research and a SWOT analysis; we compared and contrasted Murfreesboro with its competitors, as well as their needs; and we ultimately found the biggest problem was that we needed to find the medium to reach potential clients.

How we conducted our research: established understanding of current marketing strategies and ways to improve or enhance those practices; conducted personal interviews with Angie, the Marketing Director of MTMC; conducted expansive research on current trends with how commercial real-estate companies market themselves; educated ourselves on how technology has advanced and changed the face of marketing; conducted a conference call with Holly Sears and other members of the Chamber of Commerce in order to educate ourselves on successful strategies to market Murfreesboro; meet with MTSU faculty and local thought leaders to brainstorm best practices.

After analyzing our options, we came up with three concrete, realistic marketing solutions: conventions, Google advertising, e-marketing. We chose these solutions because they are realistic, applicable, have a proven track record, and are inexpensive. We are confident that if you put these solutions into action you will maximize your business potential and be able to proactively gain clients.

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TABLE OF CONTENTS:

PART 1: What is the plan? ………………...………………………………………………….. 3

Our Research…………………………………………………………………………… 4

PART 2: How do you put the plan into action? ……………………………………………… 5

1. The Online Marketing Campaign………………………………………………… 62. Google Advertising………………………………………………………………… 103. Conferences……………………………………………………………………...… 114. The Brochure….…………………………………………………………………… 125. The Job Application……………………………………………………………...... 146. The Email and Mail Campaign Document……….…………………………….... 16

PART 3: Who do you contact? …………………………………………………………….… 20

List of Target Markets………………………………………………………………… 21

APPENDIX A: Nashville and Vanderbilt Prospecting…………………………………...… 22

APPENDIX B: Murfreesboro/Medical Center Parkway Prospecting…………………….. 26

APPENDIX C: Interview with Angie, MTMC Marketing Director……………………..… 30

APPENDIX D: Conference Call with Holly Sears………………………………………...… 31

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PART 1: WHAT IS THE PLAN?

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1. Conduct a situational and market analysis:a. Research demographicsb. Complete a SWOT analysis c. Identify needs and how you can best meet those needs

Example: Healthcare is the most prominent industry on Medical Center, so we have decided to focus on the Healthcare market in Murfreesboro, TN on Medical Center Parkway. Thus, we conducted a healthcare industry analysis with a focus on the Nashville and Vanderbilt areas (please refer to Appendix A). We also completed a situation and market analysis of Medical Center Parkway (please refer to Appendix B). We also conducted a SWOT analysis of StoneGate Commercial:

Strengths WeaknessesGood propertiesExcellent locationsThorough land inspection Good land planningBillboards are well-placedAttends conventionsDevelopers come to him

Absolutely no marketing practices

Opportunities ThreatsA clean slate to develop good marketing strategiesChanging marketing strategies and technology

The commercial real estate market has turned severe because of the ECONOMYChanging marketing strategies and technology

2. After the SWOT analysis, find a way to maximize strengths, turn weaknesses into strengths, convert opportunities into strengths, and combat all threats.

Example: Strengths – Primary care hospital, nice retail stores, premium restaurants, new hotel accommodations. Weaknesses – Lack of premium/specialized healthcare. Opportunities – Improve the hospital, have corporate offices, more healthcare employees could lead to housing developments/apartment complexes. Threats – Nashville and Vanderbilt health centers, Nashville Commercial real estate companies, Smyrna Stone crest medical center.

3. Compare and contrast which companies would fit into the area’s theme, and would be successful:

Example: Interview/ask medical professionals why people often travel to Vanderbilt and what things are needed in this area (please refer to Appendix C).

4. Reach potential clients through ???????? MEDIUMS ????????

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PART 2: HOW DO YOU PUT THE PLAN INTO ACTION?

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1. Online Marketing Campaign:

Marketing has pretty much been around forever in one form or another. However, the methods of marketing have changed and improved, and we’ve become a lot more efficient at telling our stories and getting our marketing messages out there. E-Marketing is the product of the meeting between modern communication technologies and the age-old marketing principles that humans have always applied. Very simply put, E-Marketing refers to the application of marketing principles and techniques via electronic media, i.e. the internet. Essentially, E-Marketing is the process of marketing a brand using the Internet.

There are 8 types of internet marketing that are most often used and, of course, lead to success:– SEO- (Search Engine Optimization) A basic and good way to increase traffic.

When your site is optimized, the chances are more that Google indexes your site quickly and gives a high ranking to your site.

– PPC – (Pay per Click) Allows you to create ads in Google or yahoo. With more ads created and linked to keywords, viewers who are interested in that topic will visit your site, hence you get the traffic. And since it is paid service, the more you pay for each click, the higher in the search engines your ads will appear.

– Banner ads- Another type of ads which use diagram with pictures and texts, they usually appear on the top or bottom of the web page.

– Google AdSense- Google AdSense is a program that allows you to put ads online, and when the ads are clicked, you will make money. Besides making money, you get traffic also.

– Online Magazines –You buy ad space for promoting, and like the banner ads, when the magazine generates traffic, you will pay according to the traffic.

– E-commerce newsletters- Allow us to develop relationships with our clients and let them know when we invent something they may be interested in.

– Online Directories – Those online directories and city guide yellow pages can be effective places to promote your site.

– Website Lead Generation – It is a program that provides you with qualified leads and then you pay for each lead. Lead generation guarantees a return on investment and is a quite safe way with little risk.

Components of a good E-Marketing campaign: Search Engine OptimizationEmail Marketing StrategyOnline AdvertisingOnline Newsletters

Proactive E-Marketing solutions:http://www.emarketingassociation.com/ http://www.verticalresponse.com/ http://www.emarketinginc.com/ http://www.constantcontact.com/index.jsp http://www.exacttarget.com/

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The following is an example of an E-Marketing solution: Quickspace 

The corporate studio allows a commercial real estate company to create a specialized Promo-Pak (website) that includes a flash website, PDF brochure, Windows EXE file as well as the ability to add file attachments.

When creating a Promo-Pak, the user will choose a template, fill it out and launch it live.

The Promo-Pak will deliver a unique URL address which will give your clients a stylish corporate branded website to view and see available land

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The Promo-Pak will allow you to track in real time how many people have opened your email to look at your specialized information

The corporate studio allows for an unlimited amount of Promo-Pak’s to be created and distributed. Pricing is based on the number of brokers that can be listed as contacts within any Promo-Pak.

This allows customers to review every detail of your listing via an easy to navigate web marketing package. The web marketing package will allow users to

Interactive plans linking to detailed data Maps that can easily displays layers of information Have photo galleries that captivate your audience

How much: Typically property websites start at $1,500. Each project is unique and its project requirements are based on the provided materials, budget and schedule.A designer will consult with you on your specific needs and provide a story board and detailed proposal for your project.

Investment Sales Deal Flow ManagementALL IN ONE - Listing Center, File Collaboration, & Deal Tracking

Listing Collab is the most efficient way of showcasing your assets and securely sharing your due diligence files between attorneys, owners, brokers, partners, and lenders

Available 24/7 online, Listing Collab allows approved members instant access to all underwriting and due diligence materials relevant to your properties.

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Benefits

Use it for ALL your investment sales listings at ONE PRICE for an entire year Accelerate the distribution of both marketing and due diligence documents Maintain complete control of your investment deals 24/7 Streamline transaction deal flow to make the process simple for both you and your

customer Intuitive dashboard to manage your listings efficiently Branded with your corporate identity to maintain consistency throughout the entire deal

flow

The ultimate goal is to be proactive about finding clients

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2. Google Advertising

Google Webmaster Tools and Analytics:When we utilize a search engine, the engine uses three ways to identify the best way to

find the most useful information. They are: Crawling - Does Google know about your site?; Indexing – Can Google index your site?; Serving – Does the site have good and useful content that is relevant to the user’s search?

The Benefits:15 Reasons why you should use Google webmaster tools:

http://ask.enquiro.com/2008/why-you-should-use-google-webmaster-tools / Top 3: XML Sitemap Submission, Key Diagnostic Data about your Site, and Set a Geographic Target area and track progress

How to Begin: 1. Register your site on Google by submitting your URL here:

http ://www.google.com/addurl/ 2. Sign up for Google webmaster tools via the website:

www.Google.com/webmastertools3. Sign up for Google analytics via the website: www.google.com/analytics

Pricing:It is FREE

Potential Benefits for Stonegate:Cost containment; Ease of use; Proven track record; Google’s popularity and high traffic

ensures maximum potential clients who perform web-based searches

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3. Conferences at which to be an exhibiter:

*The Booth: visual aids, examples of what has been done, scenic plans, aerial photos, brochures, and an analysis and information about the area/city and the properties

*www.expocentral.com*

*National Automoblie Dealers Association*National Restaurant Association:

Restaurant Leadership ConferencesRestaurant Industry ConferencesRestaurant Finance and Development Conferences

*Healthcare Conferences*Grocery Manufacturers Association *Hospitality Conferences*National Apartment Association

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4. The brochure:

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5. The job application:

Project Manager – Marketing Development

Company Stone Gate Realty.Department Land Development

Location TN - Murfreesboro   

JOB DESCRIPTION:

The successful candidate will:• Have established relationships with local and regional agencies and that support

annual general site development engineering and planning sales of $1,000,000 or more

• Participate in client-rich organizations and functions• Manage projects and clients profitably, producing and delivering a quality product

for our clients at a fair price• Assist in expanding our client base and geographic reach• Communicate well with clients, staff and management• Understand public sector and private sector processes, current market forces,

environmental conditions / constraints and political processes required to maximize our client’s needs

JOB REQUIREMENTS:

Knowledge of: History on Murfreesboro’s economic development Civil Engineering Landscape Architecture Urban Design

Professional registration required: Professional Engineer, Registered Architect or Registered Planner in the State of Tennessee or the ability to obtain registration within six (6) months of hire.

5 Years Project Management Experience, including: Established Client Relationships; Marketing and Business Development Skills; Ability to Manage Project Schedules and Budgets

Established relationships with local/regional agencies required; Overview knowledge of AutoCad and Microstation programs desirable; Working knowledge of Excel, Word and

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Outlook required

Commercial real estate is research and analysis drivenSince millions of dollars is at stake with each client, the competition is fierce between agenciesA typical commercial real estate agent has a college degree, a sales background, extensive knowledge of finance and a real estate license (typically the same one as a residential real estate agent). There are two types of commercial real estate associates: those who represent tenants and those who represent landlords

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6. The email and mail campaign document: (With a Cover Letter)

Murfreesboro: Quality Commercial Land Development

The City of Murfreesboro has always promoted their location of being in the geographic center of Tennessee and the quality of its workforce which is supplemented by graduates in the 24,000 students Middle Tennessee State University. Through the efforts of the City, The Gateway of Murfreesboro, a mixed-use complex of 396 acres was started. Stonegate Commercial is developing an additional 400 acres that is strategically located adjacent to the I-24 interchange and Medical Center Parkway. The Gateway development is located in the City of Murfreesboro and only 30 miles from Nashville, 25 miles to Nashville International Airport.

Development in The Gateway area includes Class A office, medical offices, retail and corporate headquarters. Additional developments that are planned and under construction include medical offices, financial institutions, insurance company offices and the new 286 bed 10 story hospital.

Half a million square feet of existing Class A office space

Plentiful dining and shopping options at the nearby retail center, The Avenue Murfreesboro

100,000 residents and a mobile workforce of 35,000

Embassy Suites and Conference Center, a 10 story, 283 room Embassy Suites Hotel and adjoining 80,000 square foot conference center

One of the top scoring school systems in the state

One of the fastest growing counties in the region

Largest undergraduate university in the state, Middle Tennessee State University

Murfreesboro was named by Money Magazine as on the "Top 100 Places to Live" in 2006 and one of the Best Places to Raise Kids by Business Week in 2008

The Gateway

In 1988 the City of Murfreesboro, needing a new entrance into the City, saw a unique opportunity to form a large overall master plan. This plan, known as The Gateway, addresses a number of public issues and proved for special private development.

The new Middle Tennessee Medical Center will open late in 2010 and there has already been numerous office buildings and medical offices opened in The Gateway.

Stonegate Commercial is involved in opening three phases of development in The Gateway. In Phase I there is The Avenue of Murfreesboro, an 805,000 square foot lifestyle mall offering shopping, dining and entertainment. Also in Phase I there is The Embassy Suites Hotel and

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Conference Center, along with parcels available for hotels, restaurants and other retail development. Phase II offers parcels for Class A office space and upscale apartment complexes. Phase III offers commercial locations for hospitality and retail.

The Gateway has firmly established Murfreesboro as a regional destination for shopping, dining, entertainment and medical services.

Middle Tennessee Medical Center at the Gateway Murfreesboro

Middle Tennessee Medical Center will complete construction in 2010 on the new state-of-the-art hospital at an approximately cost of $278 million. The 286-bed facility is located on 68 acres in the Gateway along Medical Center Parkway. It will be owned and opperated by Saint Thomas Health Services and Ascension Health.

The Embassy Suites and Conference Center at Murfreesboro, TN

The Embassy Suites Hotel and Conference Center opened in fall of 2008.The facility is one of the largest of its kind in all of Middle Tennessee and features 10 stories with 283 suites and a conference center of 80,000 square feet which is third largest in the market behind only Gaylord Opryland. The property is owned and managed by John Q. Hammons Hotels & Resorts the nation’s leading independent builder, developer, owner and manager of upscale, full-service hotels, resorts and suites.

Embassy Suites Offers Many Ammenities:

EmbassyDirect® kiosks High-speed internet Fully-equipped Business Centers Mp3 clock radio The Embassy's Business Balance Program keeping you healthy with complimentary

cooked-to-order breakfast, state-of-the-art gym, and Serta's new luxurious Suite Dreams mattresses.

The Embassy Suites can plan any event for you whether it's a business conference, a wedding or reception:

Suite accommodations Meeting Rooms Food and Beverage Audio/visual The Avenue Murfreesboro

Cousins Properties and Faison Enterprises opened the Avenue Murfreesboro, an 810,000 square-foot open-air life style retail center on Medical Center Parkway in the fall of 2007. The Avenue Murfreesboro is the centerpiece of 400 acres of new commercial development envisioned by landowner C. M. Gatton and developed by Stonegate Commercial along Medical Center Parkway. The Avenue contains 110 quality stores including Chico's, Coldwater Creek, Hollister, Best Buy, Dick's Sporting Goods and many others.

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Stores at the Avenue or Upcoming Stores

1. Ann Taylor Loft 2. Barnes & Noble 3. Belk 4. Best Buy 5. Chico's 6. Coldwater Creek 7. Cost Plus World Market 8. David’s Bridal 9. Dick's Sporting Goods 10. Haverty’s 11. Jos. A. Bank 12. NY & Company 13. Off Broadway 14. Old Navy 15. Petco 16. Talbots 17. White House/Black Market 18. Ulta

Available Commercial Properties

The Gateway Phase I

The properties in Phase I are conveniently located on Medical Center Parkway, just minutes from the new Middle Tennessee Medical Center. The commercial properties are easily accessible from The Avenue and the new Embassy Suites Hotel and Conference Center.

The Gateway Phase II

The properties in Phase II are conveniently located on Medical Center Parkway, just minutes from the new Middle Tennessee Medical Center. The commercial properties are easily accessible from The Avenue and the new Embassy Suites and Conference Center. The Gateway Phase III properties are located at the I-24 and Medical Center Parkway interchange. Across from the Embassy Suites Hotel and adjacent to the new Chamber of Commerce building.

The Gateway Phase III

Located at interchange of I-24 and Medical Center Parkway across from Embassy Suites Hotel and adjacent to the new 33,000 square foot Chamber of Commerce Building.

Memorial Blvd

13.80 Acres commercial property available from Stonegate Commercial and is conveniently located on Memorial Blvd. adjacent to McDonalds, 1st Tennessee Bank, and Walgreens. A great location for any business and close to the Middle Tennessee State University Campus. Contact Stonegate Commercial for more details.

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Northfield Blvd

16.62 acres on one side of the intersection of North Tennessee Blvd and Northfield Blvd, 1.44 acres on the other side available from Stonegate Commercial. Conveniently located down the street from Middle Tennessee State University.

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PART 3: WHO DO YOU CONTACT?

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4. List of Target Markets:

Car Dealerships: Restaurants: Public Pharmacies: Convention Centers: Gas Stations: Apartment Complexes: Wellness Centers: Daycares:

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APPENDIX A: Nashville and Vanderbilt Prospecting:

Within the Vanderbilt, Centennial, and Baptist Hospital environment there are several businesses that overlap or surround the main attractions. The Vanderbilt area is perhaps the most unique, simply because they cater to nurses, Case Managers, SW, Dr’s, Patients, Families, etc., both students and professionals. This creates a demand for a cluster of unique retail, dining, convenience, functional, and practical businesses. Additionally, because they treat or tend to several patients with both medical conditions and mental conditions, certain auxiliary businesses are needed. The goals in prospecting the area surrounding the main Nashville hospitals were to identify the establishments and to give a synopsis of why these places exist. VUMC is the main area but because of the close proximity to the other hospitals we will identify similarities for the prospective building area near the Medical Center Parkway area of Murfreesboro, TN._____________________________________Vanderbilt

The Vanderbilt area has these institutions that surround them:

Counseling and Auxiliary Businesses (created by demand stimulated for Vanderbilt)

CounselingVanderbilt Center for Integrated HealthBruhe Richard, PhDGlenda Parkinson, LCSWKirk Dawn, LCSWLife Cycles Counseling ServicesLinda Shoun, LCSWNashville Individual counselingFamily and Children’s ServicesThe Evelyn Frye CenterAnxiety-Depression ClinicAthena Consulting and Counseling

Often times patients need these services and the reason location is important is incase emergency or expert opinion is needed, they are handy. Some of the counselors are PHD’s and others simply licensed social workers. They all serve a purpose in the community.

RehabilitationStroke RehabilitationPhysical Therapy Post Surgery Rehab…Speech Therapy________________

InsuranceState FarmHealth Spring

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ZanderFarmersBCBS of TNFarm BureauNorth Western MutualMarch InsuranceAetna Ins. CoAll State InsuranceHale InsurancePacific Life____________________________________________________________Banks: (None on Medical Center)Pinnacle FinancialBank of AmericaRegionsFirst TennesseeCivic Bank and TrustFifth 3rd BankCaterpillar FinancialUS Bank First TennesseeEtc.

The obvious reasons for banks to exist within close proximity to these institutions are to serve several functions, financing for local businesses, convenience for the medical center patrons, financing for housing around the area, employment opportunities, and last but not least to make a profit. The banks that are mentioned are only in the main area within a few blocks of the Medical Center. Which tells us that it presents an opportunity unparalleled to other businesses because unlike retail/dining, these places have withstood the test of time._________________________________________Pharmacies: (One undeveloped Walgreens on Medical Center), (Consider Reeves-Sain)

Rite AideWalgreens3 CVSVanderbilt Medical Arts PharmacyMCE PharmacyV. Out Patient Pharmacy Nashville Pharmacy ServiceJohn Hollis PharmacyCare Plus PharmacyCorner PharmacyPardue PharmacyMetro Health Pharmacy

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The pharmacies all offer something unique to the customers being discharged from the hospital, surgery center, or a simple doctor visit. For instance, Walgreens, CVS and Rite Aide compete for the same type of customers, they do not take up as much space as larger retailers such as Wal-Mart, or Target but they offer the high volume products with convenience that these stores, not typically found in the heart of the city offer. You can purchase medicinal remedies, drinks, seasonal items, hygiene products, and most convenient store items. The other pharmacies on Vandy campus caters to employees or patients needed specific specialty products, such as dialysis, cancer, etc. Other pharmacy stores might offer DME (Durable Medical Equipment), wheelchairs, crutches, braces, in-home hospital beds, walkers, canes, etc. These offering with always be needed and the specifics should be tailored to the services offered by the facility or flagship institution.

Dental and Orthodontic Offices and the Past trends:

Wallace McPherson DentalYoung DonaldWest End SmilesSmiley Dental AssociatesNickels and ScottOral Surgery CenterInterfaith DentalJody Jones, DDSBull Donald,…………………There were literally about 30-50 offices.Prior knowledge suggests a trend of dental offices trailing medical offices and hospital areas. In Murfreesboro this has certainly been a trend as well in other cities. It is like the Wal-Mart shopping center strip-mall. Other company’s leach off the market research and flow of traffic to capitalize on a customer type, in this case, people concerned with their health and well-being. Dentistry ties in nicely with these medical institutions._________________________________________

Hotels/Restaurants/Novelty itemsHilton LowesMarriottExtended Stays2 Hampton InnHutton HotelHoliday Inn HotelEmbassy SuitesCourtyard MarriotHilton Garden Inn

J. Alexander’sPF Changs

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Wendy’sMcDonaldsBread and CoPizza PlacesSteakhouses, Ruth’s Chris, Flemings, Stony RiverMaggianos,Bars, Rumba, Tin Angel, Sam’sBreakfast placesIce creameries, Pink Berry, Oasis, Sweet Cece’s Yogurt ExpressStarbucks (None on Medical Center)Floral Shops (None on Medical Center)Nails shops, Hair Salons,

The extended stay sticks out the most for hospitalized family members who would like to be close and not have to spend a fortune. Restaurants should range from easily affordable to mid-range because of the customers with the most frequency will be looking for quick food, and convenience.

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APPENDIX B: Murfreesboro/Medical Center Parkway Prospecting:

Middle TN Medical Center: A member of Saint Thomas Heart Services Bariatrics & Weight Loss Cancer Cardiac Center for Breast Health Chest Pain Network Childbirth Diabetes Diagnostic Imaging Emergency Services Joint Replacement Neurosciences Orthopedics Palliative Medicine Pharmacy DOH Physical Therapy Rehabilitation Services Robotic Procedures Seton Support Center Surgery Wellness Center Women's Health Wound Care

______________________________________________________________________________Murfreesboro Medical Clinic and Surgery

Anesthesiology Dermatology Diabetes Care Gastroenterology General Surgery Internal Medicine and Family Practice Laboratory Murfreesboro Medicinal Spa Neurology Obstetrics and Gynecology Ophthalmology Otolaryngology (ENT) Pain & Physical Medicine Pediatrics Pharmacy Podiatry Radiology Plastic Surgery

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Rheumatology Urology Vascular Surgery Surgicenter

______________________________________________________________________________Health care: Types of offices

TN Orthopedic Alliance Prince Eye Care Murfreesboro Dermatology Clinic Middle TN Oral and Maxillofacial Surgery Good Feet Store – Foot inserts (shoe soles) Good center for aesthetics Middle TN joint and spine center Covenant Health Care for Women Middle TN Ambulatory Surgery

______________________________________________________________________________Private Doctors:

Ray C. Johnson Csaba Rusznak

______________________________________________________________________________Miscellaneous:

Consumers Insurance F & M Mortgage State Farm Insurance Hobby town USA Batteries Plus Hot Spot Tanning Yankee Candle World Market White House | Black Market Uniform Breeze Titans Locker Room Thomas Kinkade Gallery of Murfreesboro The Pottery Place The Children's Place Stride Rite Sport Clips Sleep Number Petco Kirkland's Kay Jewelers American Eagle Amy's Hallmark Barnes & Noble Bath & Body Works

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Belk Best Buy Cacique Carla & Co. Gifts and Jewelry Carter's Champs Sports Charming Charlie Chico's Coldwater Creek College Station David's Bridal Delia's Dick's Sporting Goods Dress Barn e. Allen Edible Arrangements Epiphany Express Farmers Insurance Francesca's Collections Gymboree Harry & David Hat World Havertys H ollister Co. Jackson Thornton Jared The Galleria of Jewelry Jos. A. Bank Justice Victoria's Secret Ulta Toodles Sunglass Hut Solstice Sunglass Boutique Old Navy New York & Company Men's Wearhouse and Tux LOFT

______________________________________________________________________________Food:

Julia’s’ Home-style Bakery Red Robin Wing stop Chop House Bone Fish Grill Jimmy Johns Sandwiches

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Which Wich? Superior Sandwiches Romano's Macaroni Grill Rocky Mountain Chocolate Factory Off Broadway Shoes Mimi's Cafe Genghis Grill Chili's Culver's Frutation Fruit Salads, Smoothies and Juice Fulin's Asian Cuisine Great American Cookies Icing by Claire's LongHorn Steakhouse

______________________________________________________________________________Banks:

First National Bank

______________________________________________________________________________Electronic:

Sprint Store AT&T Verizon Azzo Computers

APPENDIX C: Interview with Angie, MTMC Marketing Director:

*Middle Tennessee Medical Center is in competition with Vanderbilt medical services.

*MTMC is bringing in other, outside healthcare services themselves (like the psychiatric center that is coming in the Fall).

*There are other services that the employees and the patients in and around MTMC need: a gym or wellness center of some sort (like the MAC); employees need a daycare; for patients,

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restaurants are great, especially ones that deliver, and they could use a some more restaurants; need gas stations; need pharmacies (like CVS, etc); grocery stores are needed; apartments are in question – as long as they are along the concept of the swonsin (sp) development, then they would be needed (CREATE a downtown feel, where people could walk to parks, coffee shops, and apartments, here); NEED a convention center (Embassy hotel is great, but they need more and are outgrowing them).

*Marketing Efforts: market their services – healthcare services – based on the audience, who they are reaching, ages, etc. They market to Ruthorford County and those counties south of R. Co. Being creative in terms of marketing is the biggest obstacle. So, what works? Social media (facebook, twitter; share your experiences; provide healthcare news; twitted a live surgery, etc.); campaigns, network with MTSU – offer class credit, internship that leads to a job, students come to them.

APPENDIX D: Conference Call with Holly Sears:

Key Competitor Cities:

Indianapolis (Indy Partnership)CharlotteRaleigh DurhamAustinDallas

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OrlandoJacksonville

Workforce in Murfreesboro does exist, a large percentage of people in Murfreesboro commute to other Class A sites, in franklin and Nashville.

Current no Available Class A Office space built in the corridor.

Class A developer’s:

Spectrum Property (Pat Emery)Highwood’s DevelopmentCrest Resources

Investment Firms:JP MorganBlackstoneLionstonePanatori (California)-Build Warehouses here but commercial class A in other parts of the US.