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Janet L. Ady                           President                       608.663.9218               jady@adyvoltedge.com    ...
1. Who are your internal audiences?2. Why do they matter?3. How do you best engage them?                             © 201...
Group DiscussionWho are your internal audiences?                         © 2012 Ady Voltedge   3
Internal Stakeholders•   Staff•   Boards, Committees•   Local Elected Officials•   Investors•   Business Owners•   Ambassa...
Internal Stakeholders (cont’d)• Other E.D. Organizations (state,  region, county)• Municipalities• Community Colleges• Wor...
Why They Matter•   Funding•   Support/Buy-In•   Manpower/Energy/Enthusiasm•   Skills and Relationships•   Attention and Aw...
Consider This…If your organization were not successful inmarketing to internal stakeholders, whatwould the consequences be...
How to Engage Internal Audiences• Include them as part of your formal marketing  plan• Segment them so you can tailor:  – ...
Case Study #1: Palm Beach County, FL BDB• Third-largest county in the U.S.  – 1.3 million people  – Dozens of municipaliti...
© 2012 Ady Voltedge   10
Case Study #2: ED|WC          Washington County, WI• Pursuing economic gardening strategy  – Labor-intensive business cons...
© 2012 Ady Voltedge   12
Case Study #3: Village of DeForest, WI• First-tier suburb to Madison• Some significant employers• Shovel-ready properties,...
© 2012 Ady Voltedge   14
What was your single most effectiveexample of marketing to an internal            audience?                           © 20...
Internal Marketing Toolbox• Industry Advisory Councils  – Regional leaders  – Clear purpose  – Limited non-industry partic...
Internal Marketing Toolbox• Ambassadors (digital or otherwise)  – Regularly pushing out “good news”  – Adopting in their o...
Internal Marketing Toolbox• Limited-term task forces  – Help with a specific project or initiative     •   Fundraising    ...
Internal Marketing Toolbox                Summary1.   Acknowledge the various audiences2.   Include in your formal marketi...
Janet L. AdyPresident608.663.9218jady@adyvoltedge.com                       © 2012 Ady Voltedge   20
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Internal Marketing: Generating Community-Wide Involvement

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

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Transcript of "Internal Marketing: Generating Community-Wide Involvement"

  1. 1. Janet L. Ady President 608.663.9218 jady@adyvoltedge.com Madison, WIOctober 25 - 26, 2012 © 2012 Ady Voltedge © 2012 Ady Voltedge
  2. 2. 1. Who are your internal audiences?2. Why do they matter?3. How do you best engage them? © 2012 Ady Voltedge 2
  3. 3. Group DiscussionWho are your internal audiences? © 2012 Ady Voltedge 3
  4. 4. Internal Stakeholders• Staff• Boards, Committees• Local Elected Officials• Investors• Business Owners• Ambassadors• Residents © 2012 Ady Voltedge 4
  5. 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. 6. Why They Matter• Funding• Support/Buy-In• Manpower/Energy/Enthusiasm• Skills and Relationships• Attention and Awareness © 2012 Ady Voltedge 6
  7. 7. Consider This…If your organization were not successful inmarketing to internal stakeholders, whatwould the consequences be? © 2012 Ady Voltedge 7
  8. 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. 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. 10. © 2012 Ady Voltedge 10
  11. 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. 12. © 2012 Ady Voltedge 12
  13. 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. 14. © 2012 Ady Voltedge 14
  15. 15. What was your single most effectiveexample of marketing to an internal audience? © 2012 Ady Voltedge 15
  16. 16. Internal Marketing Toolbox• Industry Advisory Councils – Regional leaders – Clear purpose – Limited non-industry participants © 2012 Ady Voltedge 16
  17. 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. 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. 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. 20. Janet L. AdyPresident608.663.9218jady@adyvoltedge.com © 2012 Ady Voltedge 20
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