Internal Marketing: Generating Community-Wide Involvement

  • 200 views
Uploaded on

Training class from International Economic Development Council's course held in Madison, WI October 25 & 26, 2012. Presented by Janet Ady, President, Ady Voltege.

Training class from International Economic Development Council's course held in Madison, WI October 25 & 26, 2012. Presented by Janet Ady, President, Ady Voltege.

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
200
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
5
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Janet L. Ady President 608.663.9218 jady@adyvoltedge.com Madison, WIOctober 25 - 26, 2012 © 2012 Ady Voltedge © 2012 Ady Voltedge
  • 2. 1. Who are your internal audiences?2. Why do they matter?3. How do you best engage them? © 2012 Ady Voltedge 2
  • 3. Group DiscussionWho are your internal audiences? © 2012 Ady Voltedge 3
  • 4. Internal Stakeholders• Staff• Boards, Committees• Local Elected Officials• Investors• Business Owners• Ambassadors• Residents © 2012 Ady Voltedge 4
  • 5. Internal Stakeholders (cont’d)• Other E.D. Organizations (state, region, county)• Municipalities• Community Colleges• Workforce Development Boards• Utilities• Young Professionals• Retirees © 2012 Ady Voltedge 5
  • 6. Why They Matter• Funding• Support/Buy-In• Manpower/Energy/Enthusiasm• Skills and Relationships• Attention and Awareness © 2012 Ady Voltedge 6
  • 7. Consider This…If your organization were not successful inmarketing to internal stakeholders, whatwould the consequences be? © 2012 Ady Voltedge 7
  • 8. How to Engage Internal Audiences• Include them as part of your formal marketing plan• Segment them so you can tailor: – Messages – Media• Manage the audiences appropriately © 2012 Ady Voltedge 8
  • 9. Case Study #1: Palm Beach County, FL BDB• Third-largest county in the U.S. – 1.3 million people – Dozens of municipalities• Each municipality has mayor, elected officials• Sunshine laws/public meeting rules enforced © 2012 Ady Voltedge 9
  • 10. © 2012 Ady Voltedge 10
  • 11. Case Study #2: ED|WC Washington County, WI• Pursuing economic gardening strategy – Labor-intensive business consulting – Leverages existing industry clusters and supply chains• Multiple communities in county• Key employers a factor in E.D. success © 2012 Ady Voltedge 11
  • 12. © 2012 Ady Voltedge 12
  • 13. Case Study #3: Village of DeForest, WI• First-tier suburb to Madison• Some significant employers• Shovel-ready properties, growth-oriented Village leadership• Volunteer group of business leaders formed © 2012 Ady Voltedge 13
  • 14. © 2012 Ady Voltedge 14
  • 15. What was your single most effectiveexample of marketing to an internal audience? © 2012 Ady Voltedge 15
  • 16. Internal Marketing Toolbox• Industry Advisory Councils – Regional leaders – Clear purpose – Limited non-industry participants © 2012 Ady Voltedge 16
  • 17. Internal Marketing Toolbox• Ambassadors (digital or otherwise) – Regularly pushing out “good news” – Adopting in their own voice and spreading the word © 2012 Ady Voltedge 17
  • 18. Internal Marketing Toolbox• Limited-term task forces – Help with a specific project or initiative • Fundraising • Branding • Civic building or asset • Events © 2012 Ady Voltedge 18
  • 19. Internal Marketing Toolbox Summary1. Acknowledge the various audiences2. Include in your formal marketing plan3. Invest your time and money accordingly4. Reap the benefits of engagement © 2012 Ady Voltedge 19
  • 20. Janet L. AdyPresident608.663.9218jady@adyvoltedge.com © 2012 Ady Voltedge 20