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Atlas Iowa Smart Conference Comprehensive Marketing


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Atlas CEO Ben Wright, Account Manager Keeley Sullivan, and client David Toyer of Webster City, Iowa present comprehensive economic development marketing May 5, 2011 in Des Moines Iowa at the PDI/Smart …

Atlas CEO Ben Wright, Account Manager Keeley Sullivan, and client David Toyer of Webster City, Iowa present comprehensive economic development marketing May 5, 2011 in Des Moines Iowa at the PDI/Smart Conference.

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  • 1. SmartConference: Comprehensive Economic Development Marketing & Attraction
  • 2. Agenda
    Bragging Rights (and some good toffee)
    A few formative ideas about ED marketing
    How research can inform your marketing decisions
    What the customers (Site Selectors) say
    How marketing should differ by organizational size and type
    Ohio BDC
    Webster City, IA
    What should your community be doing in 2011?
    Special Announcement
    Next Atlas Advertising webinar
  • 3. Bragging Rights (and some really good toffee)
    Answer this question right:
    What percentage of U.S. Site Selectors use Social Media/Social Networks each week?
  • 4. The Answer:
    What percentage of U.S. Site Selectors use Social Media/Social Networks each week?
  • 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 60+ different economic development clients in 35+ US 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
    Webster City, Iowa
  • 6. About Webster City Economic Development
    Through the end of 2010 and the first quarter of 2011 the largest employer in Webster City closed it’s doors leaving 800+ unemployed. For a community of roughly 8,000 that is nearly 10% of the population. A proactive approach was taken by the City and in late 2010 began work with Atlas Advertising to establish a new direction that would assist in the recruitment of jobs, establish a brand and build awareness.
    Co-presenting with Atlas Advertising is David Toyer from Webster City Economic Development. The City brought in David who has an extensive background in working with both public and private entities to help reshape the economic development program in Webster City. The office exists to support the growth of business in Webster City.
    Leading Employers:
    • Van Diest Medical Center
    • 7. Vantec, Inc.
    • 8. Murray McMurray Hatchery
    • 9. Seneca Foundry, Inc.
  • Join the community, continue the conversation
    Continue the Conversation:
    Follow us on Twitter:
    Tweet questions using hashtag #AskAtlas
    Join the community of innovative economic development marketers
    Join our Next Gen Economic Development Marketers LinkedIn Group
  • 10. Are you a State, Region, or Individual City/County?
  • 11. Is Your Marketing Budget Growing, Staying the Same, or Shrinking?
  • 12. A Few Formative Ideas About ED Marketing
  • 13. Whether or not you market, your community and its brand already exists. It is up to you to shape, not create, the brand and story of your community. If you don’t, you will leave that up to others who may have different interests.
  • 14. When considering your marketing efforts, set quantitative goals. If you can’t measure it, you shouldn’t buy it.
  • 15. States are different from regions and different from individual cities and counties. The area you represent and how you are funded means you should market differently.
  • 16. Economic developers should respond to those who are already looking before speaking to those who aren’t.
  • 17. Businesses may do one major relocation in their management’s entire time there. Our job as economic developers is to educate, coach, and be relevant to them. If we don’t, we will be cut out.
  • 18. How research can inform your marketing decisions
  • 19.
  • 20. Examples of standard benchmarks for quantitative goals
  • 21. How to focus your marketing at the correct “moment” for the prospect
  • 22. Please rate the following in terms of their importance as a source of information:
  • 23. 2011: Access to Customers, Incentives, Proximity to Univ., and Access to Workforce Lead the “Fastest Growing” Factors List
  • 24. Top 10 pages used nationally on ED websites
    About Us (about the organization)
    Programs (that the organization offers)
    Data Center
    Relocate and Expand
    Find Property
    Site Selection Services
    Workforce data and Information
    Database of Companies or Largest Employers
    Maps of the Area
  • 25. What the Customers (Site Selectors) SayFor more, visit our website and views “How Site Selectors are Using your ED Website and how they Aren’t”
  • 26. Tracey Hyatt Bosman
    Based in Chicago, IL
    Former economic developer
    Specializes in renewable energy and data centers
    Director of Grubb & Ellis
    Strategic Consulting Group
  • 27. What Tracey needs and doesn’t need
    What We Need
    Contact information
    Incentive programs
    Tax rates
    Recent announcements
    Industry-targeted info
    Map of your territory
    Largest employers
    Area colleges and universities
    What We Don’t
    • General labor statistics
    • 28. Secondary source wage information
    • 29. Real estate listings
    • 30. Rankings
    • 31. Distance to other major cities
  • How marketing should differ byorganizational size and funding type
  • 32. Types of ED Organizations
    Geographic coverage
    Large Regions (1,000,000 people plus)
    Small Regions (between 100,000 and 1,000,000 in population)
    Individual Cities/Counties under 100,000
    Predominantly publicly funded
    Public/Private funding
  • 33. Case Study 1: State of Ohio
    Size: State
    Funding: Public
  • 34. Ohio’s Goals
    Develop a brand and messages to aggressively sell Ohio as a profitable location for business investment
    Develop the sales tools and collateral information
    Market the state in coordination with other state agencies and local/regional development organizations
    Conduct business recruitment and attraction activities
    Generate and coordinate lead generation and intake process for the State of Ohio; coordinate the response to these leads with appropriate state, regional and local organizations and officials
    Retain and expand companies already doing business in Ohio
    Attract new companies to Ohio
    Predominantly publicly funded
  • 35. Ohio’s Target Audience
    Targeted industries
    Advanced Energy & Environmental Technologies
    Aerospace and Aviation
    Agriculture and Food Processing
    Bioscience and Bioproducts
    Corporate and Professional Services
    Distribution and Logistics
    Instruments, Controls and Electronics
    Motor Vehicle and Parts Manufacturing
    Polymers and Advanced Materials
    Targeted geographies
    Western Europe
  • 36. Ohio’s Challenges
    Marketing multiple, diverse large regions plus rural areas
    Combating a rust belt, pro-union image
    Coordinating hundreds of state stakeholders in the lead generation, management, and submission process
  • 37. Ohio’s Tactics
    Partnership with the State Department of Development
    Large scale media in the US to change hearts and minds
    Direct lead generation using multiple lead gen vendors, in various geographies
    A leading website that gets 30,000 visits per month
    A world class GIS system, integrated into their website, that manages all properties, all leads, all prospect companies and prospect submissions
    Distributed business development professionals throughout the state
    Trade shows
  • 38. Ohio’s Results
    Awarded 4 straight Governor’s Cups from 2006-2009 for most deals
    In 2009 alone, Ohio announced 381 expansion or relocation projects
    Ranked in the top 10 Pro-business states
  • 39. Case Study 2: City of Webster City, IA
    Size: Individual City/County (7,500 population, 200,000 in labor shed)
    Funding: Public
  • 40. Webster City’s Goals
    Increase awareness of the City as a destination for business
    To recruit/add 500 jobs from 2010-2012
    Maximize the reuse of the Electrolux facilities
    A clearly articulated image for the City and its economic future
    Build a brand
    Establish an internal marketing program toward residents
    Launch communications to site selectors, allies, and targeted industries
    Launch targeted industry marketing
    Inspire a generation of local entrepreneurs to forge ahead
  • 41. Webster City’s Target Audience
    External Audiences:
    Midwest based site selection consultants
    Foreign counsels in Minneapolis and Chicago
    Companies in targeted industries, including
    Commercial real estate brokers in large Iowa cities
    Buyers and/or suppliers to companies in and around the Webster City area.
     Internal Audiences:
    Residents of Webster City
    Existing employers
    Economic development allies at the local, regional, and state levels
  • 42. Webster City’s Challenges
    Small market in a rural part of a rural state
    Not a well known, household name
    No established, centralized economic development entity
  • 43. Webster City’s Tactics
    Build a clear product brand that differentiates Webster City as a business location
    Feature rich website, with a virtual familiarization tour
    Prospect communications – standard business documents including PPT, letterhead, templates for proposals etc.
    Limited advertising campaign, focused on Midwest site selectors
    Direct communications with site selectors and targeted industry list
    Limited Trade show participation, focused on targeted industry shows
    Linkedin for prospecting
  • 44. Webster City’s Results
    Campaign launched January 2011
    Quantitative results
    Two new prospects that have already visited and are in proposal/decision stage
    The City has been getting calls direct from prospects, including in response to recent press, the city's direct mail and online marketing Website traffic has grown, and time on site has increased
    Website is receiving more traffic from ED specific keywords
    Qualitative results
    The City’s profile and visibility for ED efforts have grown, as has their network of connections across the region/nation.
    The City is now receiving emails from all sorts of entities ranging from prospects to other ED groups asking “How they are doing this?”
  • 45. What should your community be doing in 2011?
  • 46. Atlas Top Tactics for States
    States can and should play at the top of the funnel, gaining visibility using the following tactics:
    Familiarization tours/virtual familiarization tours
    Prospect trips/trade shows
    Outbound direct communications
    International outreach
    States should also work hard to develop a brand that is business friendly: See Ohio, Tennessee, North Carolina.
    States should have comprehensive websites, including detailed incentives information as well as information on key industries. States should also be delivering a robust GIS system to enable the evaluation of properties and the identification of clusters.
    States should actively drive traffic to their websites, using search engine marketing, email, and more.
    States and their Business Development teams should develop a dedicated approach to using Linkedin for prospecting.
  • 47. Atlas Top Tactics for Regions
    Depending on budget, regions can also play at the top of the funnel, though less so than States.
    Virtual familiarization tours
    Outbound direct lead generation, working with States
    International outreach, working with states
    Regional brand should differentiate within the state
    Regions should have comprehensive websites, including detailed incentives information as well as information on key industries. Sites should also be delivering a robust GIS system to enable the evaluation of properties and the identification of clusters.
    Regions should actively drive traffic to their websites, using search engine marketing, email, and more.
    Though regions may have smaller BD teams, they should engage in Linkedin prospecting.
  • 48. Atlas Top Tactics for Cities and Counties under 100,000 in population
    Small Cities and counties must rely on regions and States to generate awareness for them.
    Where budget allows, a City/County brand can differentiate within the region
    Cities and Counties can also should have comprehensive websites, including local incentives information. Sites should also be delivering a robust GIS system, often provided by the State or region, to enable the evaluation of properties
    Cities can use search engine optimization to drive traffic
    Cities should maintain a Linkedin presence so that their contact information is available.
  • 49. Announcing Atlas InSite, the Fastest Growing GIS System for ED in the United States, now for any budget
    Property Database
    Business Database
    Data Maps
    Communities Maps
    Demographic reports
    Pricing Configurations:
    States and Large Regions with existing websites
    Smart Region/Smart City Websites
    Small Cities and Counties
    Latest Feature: Incentives Deals Mapped
  • 50. Offer to PDI and MAEDC Attendees:
    Get a free comprehensive marketing assessment from Atlas. This assessment will include:
    Review your current tactics based on this presentation
    Recommended metrics and benchmarks
    Suggestions for improvements
    Suggestions for adding or removing programs
  • 51. Get the Slides, Continue the Conversation!
    To get this presentation or sign up for a comprehensive marketing assessment, drop your card with myself or Keeley Sullivan.
    To Continue the Conversation:
    Follow us on Twitter:
    Tweet questions using hashtag #AskAtlas
    Join a community of innovative economic development marketers across many continents:
    Next Gen Economic Development Marketers LinkedIn Group
  • 52. Next Atlas Webinar
    “How site selectors are using GIS to shorten the location evaluation process to hours from months.”
    Date/Time: Thursday May 12, 11:00 EST
    Registrants from this conference will be admitted as an Atlas Guest.
    Sign up now
  • 53. Contact Atlas
    Contact information:
    2601 Blake Street, Suite 301
    Denver, CO 80205
    Contact: Ben Wright
    t: 303.292.3300 x 210
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