Gtown bizdev idea


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Gtown bizdev idea

  1. 1. Campaign to Grow Sales in Georgetown May 16, 2010 This work is licensed under the Creative Commons Attribution-Share Alike 3.0 United States License. To view a copy of this license, visit or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
  2. 2. Challenges <ul><li>Local business are challenged because they are mostly small and entrepreneurial - meaning that they are often resource (time and money) compromised </li></ul><ul><li>Georgetown and Williamson County businesses must deal with the challenge of promoting their business without designated media outlets </li></ul><ul><ul><li>We do not have designated radio or television - and if we use cable the reach to customers is limited and cost-prohibitive for most local businesses. </li></ul></ul>
  3. 3. Businesses need help <ul><li>As a result businesses do not have adequate means of advertising to reach their market </li></ul><ul><li>They often rely on word of mouth </li></ul><ul><li>The Georgetown community does not have a robust means of accessing our local and retail businesses </li></ul>
  4. 4. Grow our sales? You bet! <ul><li>There is a viable, powerful means of growing our sales in Georgetown </li></ul><ul><ul><li>Using social media </li></ul></ul><ul><ul><li>By providing an educational resource to all willing businesses </li></ul></ul><ul><ul><li>It is based on a self-sustaining model that will grow organically once the model is implemented </li></ul></ul><ul><ul><li>Is free for businesses to implement </li></ul></ul>
  5. 5. Simple Strategy <ul><li>Build a unified communication effort with Twitter hashtag - #gtowntx </li></ul><ul><li>Offer an educational series for local businesses that teaches social media marketing, in conjuction with traditional marketing, and implements the strategy of growing the designated media outlet </li></ul><ul><li>Educate the consumer through print media - on social media, how to use it for what you need and how to do it responsibly </li></ul>
  6. 6. City Goals <ul><li>Increase sales revenue - and track it! </li></ul><ul><li>Improve business/consumer communications </li></ul><ul><li>Vitalize visitor traffic and sales </li></ul>
  7. 7. Business Goals <ul><li>Increase sale, traffic and interested consumers </li></ul><ul><li>Increase targeted awareness </li></ul><ul><li>Improve business/customer communications </li></ul><ul><li>Track the sales! </li></ul>
  8. 32. <ul><li>Research by the University of Maryland Center for Excellence in Service show Social Media adoption doubled since 2009; 12% to 24% </li></ul><ul><li>1 in 5 small business owners actively use social media in their business </li></ul><ul><li>61% of respondents use social media to identify new customers </li></ul><ul><li>50% of users say it takes more time than expected </li></ul><ul><li>17% express that social media gives people a change to criticize their business and only 6% feel that social media use has hurt the image of the business more than helped it. </li></ul>
  9. 33. <ul><li>“ In order to meet the growing challenges of a tough market last year, I was forced to consider alternative options to keep my business visible,” says small business owner Dr. Alan Glazier, CEO and Founder, Shady Grove Eye and Vision Care. “With a very small investment in social media marketing, I was able to generate new business opportunities. Our Google® ranking is consistently number one for many of the phrases people use to search for eye doctors in and around my city and we have received a &quot;bump&quot; in terms of new visitors to the site. My blog has been picked up by different news sources and led to media interviews. I am now recognized as a thought leader in social networking within my profession and lastly but most importantly, my marketing budget has been reduced by more than 80%.” </li></ul>
  10. 34. It requires working together <ul><li>The COG Eco Devo offers the education as a part of its efforts to support and retain businesses </li></ul><ul><li>The Georgetown Chamber offers space and promotion </li></ul><ul><li>The Community Impact partners offering print media promotion and a regular column </li></ul><ul><li>DGA and other business organizations offer support through promotion and participation </li></ul><ul><li>Local businesses show up and do the work to make this work with their business </li></ul><ul><li>Communications and marketing firms engage to support the effort and assist participating businesses </li></ul>
  11. 35. Program Basics <ul><li>Business Development Training </li></ul><ul><ul><li>Minimum 6 month program </li></ul></ul><ul><ul><li>Once a month 2-3 hour training seminar </li></ul></ul><ul><ul><li>Goal of 40 business participants </li></ul></ul><ul><ul><li>Collect before and after sales numbers </li></ul></ul>
  12. 36. Program Basics <ul><li>Support Segment </li></ul><ul><ul><li>2 weeks after the training seminar - open support forum for hands on help, Q & A, exchange of problems and solutions </li></ul></ul><ul><ul><li>Invite all marketing, communications and web professionals in community to support and participate </li></ul></ul>
  13. 37. Program Basics <ul><li>Community Education </li></ul><ul><ul><li>Monthly (or bi-weekly) column directed at general populace on how to use social media to support their local businesses and find what they want </li></ul></ul><ul><ul><li>Basic topics: Twitter, Facebook, Foursquare/Gowalla, Ettiquette and responsibility, Making a review - where and how </li></ul></ul><ul><ul><li>Will go viral as businesses begin driving customers to their sites - there will be some indirect teaching </li></ul></ul>
  14. 38. Program Basics <ul><li>Expanded Reach </li></ul><ul><ul><li>Local printers or sign vendors </li></ul></ul><ul><ul><li>National partners? HubSpot, Am Ex… </li></ul></ul><ul><ul><li>State or National media coverage </li></ul></ul>
  15. 39. Coordinate Elements <ul><li>Work with existing efforts with businesses and visitor center, eco devo, main street, rec center and library </li></ul><ul><li>Work with Eco Devo to track sales and more </li></ul><ul><li>Work with DGA to educate and inform (non-participants) </li></ul><ul><li>Possibly build off of I Found It In Georgetown/Shop Georgetown to be central source for content </li></ul><ul><li>Integrate as appropriate with Chamber programs </li></ul>
  16. 40. Follow-Up <ul><li>Collect before and after business results </li></ul><ul><li>Debrief on progress and discuss how to proceed </li></ul><ul><ul><li>Interest in follow on group </li></ul></ul><ul><ul><li>Advanced topics? </li></ul></ul><ul><li>How to leverage for greater visibility for tourism and business recruitment </li></ul>
  17. 41. Examples of Seminar Topics <ul><li>Brand, message website and presentation </li></ul><ul><li>What do you have to offer that is unique? </li></ul><ul><li>How and why to use Twitter and Facebook </li></ul><ul><li>Now that you have FB and T what do you do with them or Relationship building in social media </li></ul><ul><li>Promotion strategies - what works for you and how to grow it </li></ul><ul><li>Email marketing - a must! </li></ul><ul><li>Making change - how to do it easily and well </li></ul><ul><li>Other things to remember: signage, advertising, customer service, partnership marketing, metrics </li></ul><ul><li>Are you ready for eCommerce? </li></ul><ul><li>Staff training - what’s involved? How do we do it? </li></ul>
  18. 42. <ul><li>Discussion and Questions </li></ul>
  19. 43. What’s the Investment? <ul><li>Program fee - flat fee: $5000 to start and $2000 per month (investment by Eco Devo/City) </li></ul><ul><ul><li>So, 30 participants = $667 per participant </li></ul></ul><ul><ul><li>Or, 40 participants = $500 per participant </li></ul></ul><ul><li>Participant Commitment: $25 per month = $150 total </li></ul><ul><li>Inkind: $10,000 in personal time </li></ul><ul><li>Meeting facility provided by the Chamber </li></ul><ul><li>Media provided by Community Impact </li></ul><ul><li>Promotion by all </li></ul>
  20. 44. My piece <ul><li>Recruitment and business communication </li></ul><ul><li>Marketing lead with partner support </li></ul><ul><li>Website promotion and participant online community support </li></ul><ul><li>Writing </li></ul><ul><li>All coordination </li></ul><ul><li>Handouts and supporting materials </li></ul>
  21. 45. Presented as.. <ul><li>Business Development and Retention Partnership Underwritten by: </li></ul><ul><ul><li>City of Georgetown - Economic Development </li></ul></ul><ul><ul><li>Georgetown Chamber of Commerce </li></ul></ul><ul><ul><li>Community Impact </li></ul></ul>
  22. 46. Social media creates exponential growth
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