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Atlas - How to Build Great Community Brands

Atlas - How to Build Great Community Brands



In the webinar "How to Build Great Community Brands," Atlas Advertising CEO Ben Wright shares insights gleaned from a decade of branding communities, as well as case studies from Tucson, AZ and San ...

In the webinar "How to Build Great Community Brands," Atlas Advertising CEO Ben Wright shares insights gleaned from a decade of branding communities, as well as case studies from Tucson, AZ and San Francisco, CA



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    Atlas - How to Build Great Community Brands Atlas - How to Build Great Community Brands Presentation Transcript

    • How to Build Great Community Brands
    • About Atlas Advertising
      Atlas Advertising helps economic developers reach national and international prospect and site selection audiences. We deliver branding, website development, GIS mapping, research, 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
    • Table of contents
      The case for and against community branding
      How prospects and site selectors experience brands
      How to structure a successful branding process
      How to leverage a brand for the largest impact
      The Atlas approach
    • What is a brand?
      A trade name: a name given to a product or service
      A recognizable kind; "there's a new brand of hero in the movies now"; "what make of car is that?"
      An identification mark on skin, made by burning
      The sum of all the characteristics, tangible and intangible, that make something unique.
    • What is a place brand?
      The sum of all the characteristics, tangible and intangible, that make a development, city, state, or region unique.
    • Challenges in creating a single ED place brand
      The vast majority of “place branding” campaigns focus on marketing a community under one single banner.  Political leaders and the private sector quickly embrace the concept of an overarching brand and in theory it makes a lot of sense.   
      It doesn’t work for a simple reason: the needs of your different target audiences – potential visitors, corporate executives with site location responsibilities, individuals considering moving to your community – are completely different. 
      In my experience, attempts to develop a single brand and market it under one banner yields mush.  And mush doesn’t motivate anyone.   
      Andy Levine, President, DCI
    • Why is branding important for economic development?
      Places leave the most lasting impressions, tangible or intangible, on human beings. And, human beings still make the decision where a company stays or relocates to.
      As the world becomes more competitive at a faster and faster rate, choices for companies get harder. As a result, for one site selector, a brand, or reputation, has become one of “Four Pillars of Community Competitiveness.”
      As companies work to locate where workforce is, how your brand attracts and retains workforce is that brand challenge of the next 25 years.
    • Why the debate is irrelevant
      Who owns “Educated workforce?”
    • Why the debate is irrelevant
      “Educated workforce” =
      Boston, San Francisco
    • Why the debate is irrelevant
      Who owns “Competitive Business Costs?”
    • Why the debate is irrelevant
      “Competitive Business Costs” =
      Alabama, Tennessee, Carolinas, Mumbai
    • Who owns “Business Friendly City?”
      Why the debate is irrelevant
    • Why the debate is irrelevant
      “Business Friendly City” =
      Charlotte, Nashville
    • How site selectors say they like to experience brands
      Familiarization tours
      Direct relationships with ED Professionals
      Word of Mouth
      All supported with coordinated communications
    • Familiarization tours
    • Websites
    • Experience with ED Professionals
    • Word of Mouth
    • How to structure a successful branding effort
      Input from local stakeholders
      Interviews with national site selectors
      Positioning your community
      Creative concepting
      Leveraging the brand
    • What challenges is your business facing?
      What are the key determinants your company used to locate here?
      How well does our city meet those criteria today?
      If I said that our city was [Insert message] how believable would that be? How appealing?
      When you describe the city to other businesses, what do you say?
      How well is our organization doing its job?
      Input from stakeholders
    • Test findings with site selectors
      What are the key attributes your clients are using to select a location?
      What cities do you think of when I mention a certain attribute?
      When you think of [insert city name] what comes to mind?
      If I said that our city was [Insert message] how believable would that be? How appealing?
      Have you ever considered [insert city name] as a location for any of your clients?
      When you have had a project that has considered [insert city name], what other cities did you also consider?
      How well is our organization doing its job?
    • Sample geographic coverage
    • Key things you will learn
      What attributes matter today?
      What cities/regions are my competition for owning that attribute nationally or globally?
      What are the perceptions of my city/region and my competition today?
      If I used certain messages, would it be appealing? Would it be believable?
      Is my city/region even on the list for consideration?
      What experience does the national market have with my organization?
    • Writing a positioning statement for ED
      For (target customers)
      Who need (primary need)
      Your city is a (known product category)
      That provides (key product attributes)
      Unlike (the alternative)
      Your city provides (key differentiators)
    • Three keys to outstanding positioning
    • Concepting
    • Concepting
    • Concepting
    • Tucson, AZ positioning
      Cost effective, multilingual workforce
      Specific strengths in aerospace, optics, and light manufacturing
      Moderate taxes and business costs,
      Expedited permitting and incentive process through single economic development entity, with services of city, county, private sector, and incubator all under one roof.
    • Tucson concepting
    • Tucson concepting
    • Tucson concepting
    • Tucson web
    • Tucson email
      Monthly email newsletter to investors, prospects
      Track performance of those newsletters
      Post newsletters and news items to your website weekly or monthly
    • Tucson results
      Website visits up to 3.5 times the national average
      Prospecting activity up significantly
      Investment in the organization jumpstarted
      IEDC Award winning website
    • San Francisco positioning
      Companies here have access to world class talent
      Talent has unequaled access to university infrastructure, arts, dining, and other community amenities
      Companies have access to the largest pool of investment capital and support services in the world
    • San Francisco execution - print
    • San Francisco website
    • San Francisco email
    • San Francisco results
      Businesses can now articulate why they would brave the challenges of being in a center city
      Business now has a more visible “place to go” when talking with the city
    • Recap
      There should be no debate about ED branding – the brands exist and are being used every day.
      How to best execute the brand is then the issue
      Include your local stakeholders
      Learn what you don’t know from a national audience – they will change your campaign remarkably
      Concept across a wide swath – places are complex things
      Execute in ways that site selectors and prospects value – online and through events.
    • How to best leverage a brand
      Recruit for and conduct familiarization tours in a highly branded environment, from the invitation to the locations you select. Immerse site selectors in your positioning.
      Use a website to prove your positioning, with data, testimonials, sites and buildings, and video.
      Change the way you answer inquiries – Promise a response in a certain amount of time, personalize your responses, and use a consistent look, voice, and message in all of your communications.
      Create positive, consistent word of mouth by rolling out your message to your large business stakeholders. They will be your best salespeople.
    • The Atlas approach leverages opportunities in the site location process
    • Brand development services
      Brand research, local and nationally
      A local brand promise, and national message as well
    • Brand development (2)
      Industry specific website content
      Marketing collateral
    • Website design and development: Content, data centers, and more
      Flash to tell the story on the home page
      Links to social media such as blogs and twitter
      Outstanding media center and brochure generator
    • Search engine marketing programs
      Search engine marketing optimization that will draw traffic to the site
      Pay Per Click Campaigns that will extend the site to the most targeted audiences
    • Social media programs
      Social media strategies to engage locals and national audiences
      Blogging about policy wins, events, and new announcements
      Sharing relevant data now, every week, not monthly or less frequently
    • Email marketing programs
      Custom email marketing campaigns to opt in audiences, at least monthly
      Targeted lists of site location decision makers
      Targeted lists of engaged stakeholders that we need on the team
    • Atlas InSite (GIS)
      Property Database
      Business Database
      Data Maps
      Communities search
      Geospatial Report Generator
      Back end administration, integrated with content management
    • Contact 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