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How to Build Great Community Brands<br />
About Atlas Advertising<br />Atlas Advertising helps economic developers reach national and international prospect and sit...
Table of contents<br />The case for and against community branding <br />How prospects and site selectors experience brand...
What is a brand?<br />A trade name: a name given to a product or service <br />A recognizable kind; "there's a new brand o...
What is a place brand?<br />The sum of all the characteristics, tangible and intangible, that make a development, city, st...
Challenges in creating a single ED place brand<br />The vast majority of “place branding” campaigns focus on marketing a c...
Why is branding important for economic development? <br />Places leave the most lasting impressions, tangible or intangibl...
Why the debate is irrelevant<br />Who owns “Educated workforce?”<br />
Why the debate is irrelevant<br />“Educated workforce” =<br /> Boston, San Francisco<br />
Why the debate is irrelevant<br />Who owns “Competitive Business Costs?” <br />
Why the debate is irrelevant<br />“Competitive Business Costs” =<br /> Alabama, Tennessee, Carolinas, Mumbai<br />
Who owns “Business Friendly City?” <br />Why the debate is irrelevant<br />
Why the debate is irrelevant<br />“Business Friendly City” =<br />    Charlotte, Nashville<br />
How site selectors say they like to experience brands<br />Familiarization tours<br />Websites<br />Direct relationships w...
Familiarization tours<br />
Websites<br />
Experience with ED Professionals<br />
Word of Mouth<br />
How to structure a successful branding effort<br />Input from local stakeholders<br />Interviews with national site select...
What challenges is your business facing?<br />What are the key determinants your company used to locate here?<br />How wel...
Test findings with site selectors<br />What are the key attributes your clients are using to select a location?  <br />Wha...
Sample geographic coverage<br />
Key things you will learn <br />What attributes matter today?<br />What cities/regions are my competition for owning that ...
Writing a positioning statement for ED<br />For (target customers)<br />Who need (primary need)<br />Your city is a (known...
Three keys to outstanding positioning<br />Relevant<br />True<br />Different<br />
Concepting<br />
Concepting<br />
Concepting<br />
Tucson, AZ positioning<br />Cost effective, multilingual workforce<br />Specific strengths in aerospace, optics, and light...
Tucson concepting<br />
Tucson concepting<br />
Tucson concepting<br />
Tucson web<br />
Tucson email <br />Monthly email newsletter to investors, prospects<br />Track performance of those newsletters<br />Post ...
Tucson results<br />Website visits up to 3.5 times the national average<br />Prospecting activity up significantly<br />In...
San Francisco positioning<br />Companies here have access to world class talent<br />Talent has unequaled access to univer...
San Francisco execution - print<br />
San Francisco website<br />
San Francisco email <br />
San Francisco results<br />Businesses can now articulate why they would brave the challenges of being in a center city<br ...
Recap<br />There should be no debate about ED branding – the brands exist and are being used every day.   <br />How to bes...
How to best leverage a brand<br />Recruit for and conduct familiarization tours in a highly branded environment, from the ...
The Atlas approach leverages opportunities in the site location process<br />
Brand development services<br />Brand research, local and nationally<br />A local brand promise, and national message as w...
Brand development (2)<br />Industry specific website content<br />Marketing collateral <br />
Website design and development:  Content, data centers, and more<br />Flash to tell the story on the home page<br />Links ...
Search engine marketing programs<br />Search engine marketing optimization that will draw traffic to the site<br />Pay Per...
Social media programs<br />Social media strategies to engage locals and national audiences<br />Blogging about policy wins...
Email marketing programs<br />Custom email marketing campaigns to opt in audiences, at least monthly<br />Targeted lists o...
Atlas InSite (GIS)<br />Property Database<br />Business Database<br />Data Maps<br />Communities search<br />Geospatial Re...
Contact Atlas<br />Contact information:<br />2601 Blake Street, Suite 301<br />Denver, CO 80205<br />Contact: Ben Wright<b...
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Atlas - How to Build Great Community Brands

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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

Published in: Business, Real Estate

Transcript of "Atlas - How to Build Great Community Brands"

  1. 1. How to Build Great Community Brands<br />
  2. 2. About Atlas Advertising<br />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. <br />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. <br />Featured clients:<br />State of Ohio<br />Indy Partnership<br />City of San Francisco<br />Greater Phoenix Economic Council <br />Greater Omaha Economic Development Partnership<br />
  3. 3. Table of contents<br />The case for and against community branding <br />How prospects and site selectors experience brands <br />How to structure a successful branding process <br />How to leverage a brand for the largest impact<br />The Atlas approach <br />
  4. 4. What is a brand?<br />A trade name: a name given to a product or service <br />A recognizable kind; "there's a new brand of hero in the movies now"; "what make of car is that?" <br />An identification mark on skin, made by burning <br />The sum of all the characteristics, tangible and intangible, that make something unique.<br />
  5. 5. What is a place brand?<br />The sum of all the characteristics, tangible and intangible, that make a development, city, state, or region unique.<br />
  6. 6. Challenges in creating a single ED place brand<br />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.    <br />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.  <br />In my experience, attempts to develop a single brand and market it under one banner yields mush.  And mush doesn’t motivate anyone.    <br /> Andy Levine, President, DCI<br />
  7. 7. Why is branding important for economic development? <br />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. <br />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.”<br />As companies work to locate where workforce is, how your brand attracts and retains workforce is that brand challenge of the next 25 years. <br />
  8. 8. Why the debate is irrelevant<br />Who owns “Educated workforce?”<br />
  9. 9. Why the debate is irrelevant<br />“Educated workforce” =<br /> Boston, San Francisco<br />
  10. 10. Why the debate is irrelevant<br />Who owns “Competitive Business Costs?” <br />
  11. 11. Why the debate is irrelevant<br />“Competitive Business Costs” =<br /> Alabama, Tennessee, Carolinas, Mumbai<br />
  12. 12. Who owns “Business Friendly City?” <br />Why the debate is irrelevant<br />
  13. 13. Why the debate is irrelevant<br />“Business Friendly City” =<br /> Charlotte, Nashville<br />
  14. 14. How site selectors say they like to experience brands<br />Familiarization tours<br />Websites<br />Direct relationships with ED Professionals<br />Word of Mouth<br />All supported with coordinated communications<br />
  15. 15. Familiarization tours<br />
  16. 16. Websites<br />
  17. 17. Experience with ED Professionals<br />
  18. 18. Word of Mouth<br />
  19. 19. How to structure a successful branding effort<br />Input from local stakeholders<br />Interviews with national site selectors<br />Positioning your community<br />Creative concepting<br />Execution<br />Leveraging the brand<br />
  20. 20. What challenges is your business facing?<br />What are the key determinants your company used to locate here?<br />How well does our city meet those criteria today?<br />If I said that our city was [Insert message] how believable would that be? How appealing?<br />When you describe the city to other businesses, what do you say?<br />How well is our organization doing its job?<br />Input from stakeholders<br />
  21. 21. Test findings with site selectors<br />What are the key attributes your clients are using to select a location? <br />What cities do you think of when I mention a certain attribute? <br />When you think of [insert city name] what comes to mind?<br />If I said that our city was [Insert message] how believable would that be? How appealing?<br />Have you ever considered [insert city name] as a location for any of your clients?<br />When you have had a project that has considered [insert city name], what other cities did you also consider?<br />How well is our organization doing its job?<br />
  22. 22. Sample geographic coverage<br />
  23. 23. Key things you will learn <br />What attributes matter today?<br />What cities/regions are my competition for owning that attribute nationally or globally?<br />What are the perceptions of my city/region and my competition today?<br />If I used certain messages, would it be appealing? Would it be believable?<br />Is my city/region even on the list for consideration?<br />What experience does the national market have with my organization? <br />
  24. 24. Writing a positioning statement for ED<br />For (target customers)<br />Who need (primary need)<br />Your city is a (known product category)<br />That provides (key product attributes)<br />Unlike (the alternative)<br />Your city provides (key differentiators)<br />
  25. 25. Three keys to outstanding positioning<br />Relevant<br />True<br />Different<br />
  26. 26. Concepting<br />
  27. 27. Concepting<br />
  28. 28. Concepting<br />
  29. 29. Tucson, AZ positioning<br />Cost effective, multilingual workforce<br />Specific strengths in aerospace, optics, and light manufacturing<br />Moderate taxes and business costs, <br />Expedited permitting and incentive process through single economic development entity, with services of city, county, private sector, and incubator all under one roof. <br />
  30. 30. Tucson concepting<br />
  31. 31. Tucson concepting<br />
  32. 32. Tucson concepting<br />
  33. 33. Tucson web<br />
  34. 34. Tucson email <br />Monthly email newsletter to investors, prospects<br />Track performance of those newsletters<br />Post newsletters and news items to your website weekly or monthly<br />
  35. 35. Tucson results<br />Website visits up to 3.5 times the national average<br />Prospecting activity up significantly<br />Investment in the organization jumpstarted<br />IEDC Award winning website <br />
  36. 36. San Francisco positioning<br />Companies here have access to world class talent<br />Talent has unequaled access to university infrastructure, arts, dining, and other community amenities <br />Companies have access to the largest pool of investment capital and support services in the world<br />
  37. 37. San Francisco execution - print<br />
  38. 38. San Francisco website<br />
  39. 39. San Francisco email <br />
  40. 40. San Francisco results<br />Businesses can now articulate why they would brave the challenges of being in a center city<br />Business now has a more visible “place to go” when talking with the city<br />
  41. 41. Recap<br />There should be no debate about ED branding – the brands exist and are being used every day. <br />How to best execute the brand is then the issue <br />Include your local stakeholders<br />Learn what you don’t know from a national audience – they will change your campaign remarkably<br />Concept across a wide swath – places are complex things<br />Execute in ways that site selectors and prospects value – online and through events. <br />
  42. 42. How to best leverage a brand<br />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. <br />Use a website to prove your positioning, with data, testimonials, sites and buildings, and video. <br />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. <br />Create positive, consistent word of mouth by rolling out your message to your large business stakeholders. They will be your best salespeople. <br />
  43. 43. The Atlas approach leverages opportunities in the site location process<br />
  44. 44. Brand development services<br />Brand research, local and nationally<br />A local brand promise, and national message as well <br />
  45. 45. Brand development (2)<br />Industry specific website content<br />Marketing collateral <br />
  46. 46. Website design and development: Content, data centers, and more<br />Flash to tell the story on the home page<br />Links to social media such as blogs and twitter<br />Outstanding media center and brochure generator<br />
  47. 47. Search engine marketing programs<br />Search engine marketing optimization that will draw traffic to the site<br />Pay Per Click Campaigns that will extend the site to the most targeted audiences<br />
  48. 48. Social media programs<br />Social media strategies to engage locals and national audiences<br />Blogging about policy wins, events, and new announcements<br />Sharing relevant data now, every week, not monthly or less frequently<br />
  49. 49. Email marketing programs<br />Custom email marketing campaigns to opt in audiences, at least monthly<br />Targeted lists of site location decision makers<br />Targeted lists of engaged stakeholders that we need on the team <br />
  50. 50. Atlas InSite (GIS)<br />Property Database<br />Business Database<br />Data Maps<br />Communities search<br />Geospatial Report Generator<br />Back end administration, integrated with content management<br />
  51. 51. Contact Atlas<br />Contact information:<br />2601 Blake Street, Suite 301<br />Denver, CO 80205<br />Contact: Ben Wright<br />t: 303.292.3300 x 210<br />benw@Atlas-Advertising.com<br />www.Atlas-Advertising.com<br />LinkedIn Profile| LinkedIn Group | Twitter| Blog| Slidespace<br />
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