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Nine Ways to Wine Investors and Influence Prospects


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Based on a survey conducted at the end of 2009 by the International Economic Development Council (IEDC), economic developers today are focusing on three things: …

Based on a survey conducted at the end of 2009 by the International Economic Development Council (IEDC), economic developers today are focusing on three things:
1.Strategic plans
2. Business retention
3. Developing a meaningful brand
How do these three relate? Simple. All three help your organization to be relevant to your business audience. And how to make all three a reality? Simple. Hard work, smart thinking and money.

Ben Wright, Atlas’ CEO, and Susan Blansett, CEcD and Principal of R&M Resource Development present “Nine Ways to Win Investors and Influence Prospects.” In this presentation they show the best ways to develop relevant programs, build your brand and raise funds for those programs in today’s competitive economic climate.

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  • 1. 9 Ways to Win Investors and Influence Prospects
    Content Draft 2, SB
    For Webinar with Atlas Advertising
    9 Ways to Win Investors and Influence Prospects
  • 2. Agenda / Outline
    New economy, new realities
    The nature of influence -- impacting both investors and prospects
    9 Ways to improve your success with both
    Join the conversation
  • 3. About R&M Resource Development
    R&M Resource Development specializes in strengthening economic development organizations through fundraising, strategy formation and leadership development. We have raised more than $350,000,000 in over 100 campaigns since 1989, while helping our clients to engage their civic and business leaders for greater impact and sustainability. We take pride in leading the industry with innovation, proven techniques and customized strategies. 
    R&M is the only firm of its kind with experienced CEcDs as principal partners. A few of our clients:
    CO: Metro Denver EDC, Upstate Colorado EDC, Aurora EDC
    TX: Corpus Christi Regional EDC
    IL: Rockford Area Econ. Council, Greater Springfield Chamber, Will County CED
    TN: Nashville Chamber, Obion County Chamber, East TN EDA/Knoxville
  • 4. R&M Resource Development Services
    Fundraising Campaigns
    Economic Impact Analysis
    Feasibility and Positioning Analysis
    Organizational Audit
    Mid-course Investor Assessment
    Investor Relations Strategy
    Client Training
    Economic Development Strategy
  • 5. About Atlas
    Atlas Advertising helps economic developers reach national and international prospect and site selection audiences. We deliver branding, website development, GIS mapping, research, social media, and creative services professionally and with a staff experienced in economic development. Unlike firms with little or no economic development experience, Atlas Advertising uses a proven mix of economic development marketing tactics that generate interest from site selection audiences.
    Atlas Advertising is led by a former economic development practitioner and has worked with 50+ different economic development clients in 30 states. Our approach and experience means that our campaigns generate an average of three to ten times the response of other campaigns.
    Featured clients:
    State of Ohio
    Indy Partnership
    City of San Francisco
    Greater Phoenix Economic Council
    Greater Omaha Economic Development Partnership
  • 6. Atlas Agency Services
    Website Design Services
    GIS Websites
    Brand Development
    Search Engine Marketing
    Social Media Marketing
    Website Hosting
    • Marketing, Media and Lead Generation
    • 7. Content Services
    • 8. Research Services
    • 9. Training Services
  • Atlas Technology and Data Products
    Content Management Software
    Robust Media Center
    Data Cart/Brochure Generator
    Mobile friendly websites
    Blog or Microsite Software
    Project Tracking Software
    Email Marketing Software
    Data Products
    Demographic Data
    Business Lists
    Enhanced Prospect Lists
    • Geographic Information Systems (GIS)
    • 10. Commercial Property databases
    • 11. Business databases
    • 12. Data Search (Data Tab)
    • 13. Other Data Management (Map Overlays)
    • 14. Community Data Management
    • 15. GIS System Analytics
    • 16. GIS Data Reporting
    • 17. Data Widgets
    • 18. Website Analytics
  • Cool stuff to do/download
    Join us for future “Compete Smarter” webinars, listed on our Blog
    Follow us on Twitter:
    Read more at our Blog, “Latitude”:
  • 19. How is the world different in 2010? Reality bites…
    For fundraising, this means:
    Investors demand greater accountability & relevant performance measures
    Greater proportion of prospects to commits
    Longer lead time/decision time to commit and to write the check
    Identifying “unusual suspects”
    Leadership sells
  • 20. How is the world different in 2010? Reality bites…
    For prospecting, this means:
    • Deals are very much about financial realities, and driven by consolidation
    • 21. Deals can get stalled by the financial markets and uneasy decision making
    • 22. More shopping than closing
  • OK, so reality bites…
    But remember:
    REALITY, as we know it, is a
    Facts are facts -- but we perceive them subjectively.
  • 23. There are silver linings…
    Technology gives us more tools
    The best principles and processes hold true in GOOD and BAD economies
    There are professionals to help you navigate these new waters cost-effectively
    Lots of economic developers are sitting on their hands, creating opportunities
  • 24. The nature of INFLUENCE
    What are the DRIVERS of INFLUENCE?
    Think about people/organizations YOU know
    who are INFLUENTIAL.
    What gives them credibility?
  • 25. The nature of INFLUENCE
    Some drivers:
    Relevance – being expert at what your audience needs
    Trust – not overselling or bending the truth, and building a track record
    Differentiation – How having a relationship with your organization is different and better
    Integrity -- A track record of doing what you say you’ll do, and being honest with people
  • 26. The nature of INFLUENCE
    Some drivers:
    Timing – catching the right audience when they can year you
    Affiliation – who you know and how your relationships create leverage
    Inspiration – having passion for your organization and your community
  • 27. 9 Ways to InfluenceInvestors and Prospects
    (sometimes they are one and the same)
    Vision drives everything. What do you really want to accomplish (what’s the real goal?)
    What programs/initiatives will it take to get there? And what will they cost?
    If you want more $$, what will you accomplish with it? How will you define success?
  • 29. 2. Know your AUDIENCE
    Know your investors as well as your clients
    Develop profiles of each
    Identify and document their needs in writing
    Devote resources to maintaining the relationship
  • 30. Develop Trust in your Audiences
    Don’t oversell or overpromise
    Demonstrate that you understand their needs and challenges
    Do what you say
    Build long term relationships
    Fairfax county VA podcast…
  • 31. 3. Know your POSITION, and be RELEVANT
    Conduct an Honest Assessment:
    Honestly assess your SWOT, the trends, and your region’s true competitiveness
    Honestly assess your EDO program content for relevance, impact, buy-in, and strategic content
    Get a 3d-party assessment of what’s doable in a campaign, and trust it
    Develop new ideas about how you can meet your audience’s needs differently
  • 32. 4. Be STRATEGIC
    …in your PROGRAMS,
    in your COMMUNICATION,
    in how you engage LEADERSHIP
    What’s the POV of your organization? (Perception of Value)
  • 33. What Prospects Say about being relevant
    “They picked up the phone when I called.”
    “They stuck to the facts, and didn’t oversell.”
    “They provided me with the information I was looking for.”
    “They connected me with the right people in the area.”
  • 34. For comparison: What our client say about Atlas
    Spent time getting to know our community and our organization before starting anything else
    Meeting with Atlas staff (at my request) to find out what new tools/methods are available to us and could benefit our business.
    Got tactical with us...with no questions or pushback. Not the sexiest thing I know, but it was effective.
    Provide market information via presentations or webinars.
  • 35. What Investors Say
    “You are really changing the way we have done things here for years. I like it, and I like the impact model.”
    “Getting the money to do this is not the challenge; getting the right people together is. I like the focus on wealth and leadership.”
    “My passion and my wallet come out of the same pocket. And these strategies hit them both!”
  • 36. What should the PERCEPTION OF VALUE of your org be?
    How your region/community benefits their bottom line
    How well you communicate that
    May be different for each prospect
    Building Wealth
    ROI as seen through their eyes
    How well you engage them and communicate w/them
    May be different for each investor
  • 37. Engaging leadership strategically
    Use business leaders in a manner commensurate
    with their status/skills/passions
    They WILL influence other investors, elected officials and prospects --
    Make sure their experience is POSITIVE
  • 38. Do you treat your investors as well as you treat your prospects?
    Do you engage your investors as true partners?
    Incite them to civic entrepreneurship?
    Hold them accountable, as you are?
    Deliver value & make it relevant?
    Keep them focused on the big picture?
  • 39. 5. Manage Expectations
    Stay FOCUSED on the BIG picture
    Look at your region/community from 30,000 feet and focus your leadersthere as well
    Manage the trenches, but use your leaders at the strategic level
    Performance measures, used consistently, will focus attention where you need it and help shape the discussion
  • 40. 6. Be DIFFERENT!
    In fundraising, understand that you are competing for money and engagement.
    In prospecting, you must understand that you are competing with communities worldwide.
    For BOTH, you must meet the most important needs,
    in a way others don’t.
    “We are the only organization/community that
    offers/impacts _______________!”
  • 41. Examples of organizations being DIFFERENT!
    Fairfax County, VA
    Metro Denver
    Rockford, IL
  • 42. 7. Perfect your timing
    Target your prospects well (whether for $$ or projects)
    Meet them when they are ready to be met
    If the timing is not right, move on
    Unlike site decisions, investment decisions are NOT final -- “No” means “Not at this time.”
  • 43. 8. Multiply your influence through AFFILIATION
    Tout the companies in your area (i.e. Intel)
    Tout the investors in your organization (who is at the table?)
  • 44. 9. Inject your organization with INSPIRATION
    Speak to the heart first, then the mind
    Remember “Words Create Worlds” -- speak to the passions of your leadership
    Incite them to think BIGGER, stretch farther
    Engage solid creative/communications talent
    Live and breathe that inspiration -- be persistently positive
  • 45. How you get there
    • Branding and Prospect Positioning
    • 46. Marketing Campaigns
    • 47. Campaign Development
    • 48. Campaign Execution
    • 49. Client Training
    • 50. Campaign Assessment
    Feasibility and Investor Positioning
    Economic Impact Analysis
    Fundraising Campaigns
    Investor Relations Strategy
    Client Training
    Mid-Course Investor Assessment
  • 51. Join the conversation!
    Join our LinkedIn Group:
    Next Gen Economic Development Marketers
    (Once you sign up, you will need to be approved)
    Then, click the link on the presentation, in Discussions.
    We look forward to having you!
  • 52. Wrap up
    What are you going to do with this information?
  • 53. Contact Atlas
    Atlas Contact information:
    2601 Blake Street, Suite 301
    Denver, CO 80205
    Contact: Ben Wright
    t: 303.292.3300 x 210
    LinkedIn Profile| LinkedIn Group | Twitter| Blog| Slidespace
  • 54. Contact R&M
    R&M Contact Information:
    PO Box 5390
    Greenwood Village, CO 80155-5390
    Contact: Susan Blansett, CEcD
    Ph 303-475-2718