Atlas TIP Strategies Economic Development Marketing and the Future of Jobs

1,552 views

Published on

Atlas Advertising CEO and TIP Strategies Principal Jon Roberts discuss Economic Development Marketing and the Future of Jobs in this webinar. Topics include Job Creation, the Economy, Economic Development Marketing, and more.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,552
On SlideShare
0
From Embeds
0
Number of Embeds
237
Actions
Shares
0
Downloads
45
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Atlas TIP Strategies Economic Development Marketing and the Future of Jobs

  1. 1. 1
  2. 2. Your hosts Ben Wright Guillermo Mazier Jon Roberts CEO, Atlas Advertising Strategy, Principal,benw@atlas-advertising.com Atlas Advertising Tip Strategies www.twitter.com/atlasad guillermom@atlas-advertising.com jon@tipstrategies.com www.twitter.com/atlasad www.twitter.com/tipstrategies 2
  3. 3. About Atlas AdvertisingAtlas Advertising is a niche economic development marketing and technology firm thathelps economic developers reach local, national and international prospect and siteselection audiences. Atlas’ economic development solutions and websites have beennamed among the best in the country by the IEDC and Angelou Economics, and havewon awards regionally from business to business marketing organizations.Atlas has worked with 90+ different economic development clients in 43+ US states and 6countries. Our approach and experience means that our campaigns generate an average ofthree to ten times the response of other campaigns.Featured clients: – Denver South EDP – State of Ohio – Charleston County, SC – Omaha, NE – San Francisco, CA – Webster City, IA 3
  4. 4. About TIP StrategiesPrivately owned economic development and workforce consultancy based in Austin, TX17 years of experience in over 100 different communities across the countryFeatured Clients: Greater Phoenix Chamber, City of Las Vegas, Puget Sound 4
  5. 5. View the slides, continue thedialogue• Continue the Conversation: – Follow us on Twitter: www.twitter.com/AtlasAd – Tweet questions using hashtag #AskAtlas – Join Next Gen Economic Development Marketers LinkedIn Group• View and share the slides with your colleagues (available now): http://bit.ly/fQB6hC 5
  6. 6. Questions we will answer• What is the “Future of Jobs”?• Whose job is it to create jobs?• What can economic developers do to create value?• What is the Role of Economic Development Marketing in the future of Jobs?• How can you track the value of your economic development marketing efforts back to jobs?• How can you implement high performing marketing programs in your own communities? 6
  7. 7. WHOSE JOB IS ITTO CREATE JOBS?
  8. 8. THE PRIVATE SECTOR?
  9. 9. THE PUBLIC SECTOR?
  10. 10. DOES A HEALTHY ECONOMYREQUIRE JOBS?
  11. 11. REAL GDP PER CAPITA VS. CIVILIAN LABOR FORCE PARTICIPATION RATE
  12. 12. WHAT ARE THE WHAT ARE THE CONDITIONSCONDITIONS UNDER WHICH UNDER WHICH JOBS ARE CREATED? VALUE IS CREATED?
  13. 13. PEOPLE WITHOUT “JOBS” CAN STILL ADD VALUE
  14. 14. What is the “Role of EconomicDevelopment Marketing in the Future of Jobs?” 19
  15. 15. So what should we befocusing on?• Attracting and retaining firms?• Attracting and retaining top flight workforce, including freelancers?• Attracting and retaining entrepreneurs? 20
  16. 16. What does marketing look like for attracting firms?
  17. 17. What does marketing look like for attracting workforce?
  18. 18. What does marketing look like for attracting entrepreneurs?
  19. 19. Is your community prepared tobe relevant in the following?• Attracting and retaining firms?• Attracting and retaining top flight workforce, including freelancers?• Attracting and retaining entrepreneurs? 24
  20. 20. We are not sure EDO’sshould be choosing one path. 25
  21. 21. How do firms choose locations?Factor % ImportantAbility to recruit workforce 86.4%Access to technical/scientific workers 83.3%Low overall cost of doing business 69.6%Pro-business tax/regulatory climate 62.5%Financial incentives from communities 62.1%Access to senior management talent 59.1%Proximity to a research university 54.5%Access to national or international air service 53.6%Quality or fit of specific real estate 53.6% 26
  22. 22. What does workforce value? According to polls, Americans no longer define the Dream as “peace, a home and family, religious freedom…” Now, they long for “a good job.” 27
  23. 23. What do entrepreneurs value?1. Customers2. Financing3. Workforce 28
  24. 24. We would argue that your marketingshould consider each of these audiences. 29
  25. 25. What role does economicdevelopment marketing play in this ecosystem? 30
  26. 26. Marketing as efficientinformation exchange:• Each audience requires different information, all of which are hard to compare and require interpretation• Marketing helps firms, entrepreneurs, and workforce understand: – Workforce composition – Cost structures – Firm composition – Quality of life indicatorsDo you use today’s tools to understand just how much information you create is being 31 consumed?
  27. 27. Marketing as assisting audiencesin making comparisons • In economic development, we tend to stop at trying to be relevant, and we forget to be unique. • What about your community is truly different from other communities? 33
  28. 28. Comparing communities is difficult –are you making it easier?
  29. 29. Marketing as helping youraudiences understand you.• The most used content area (after find properties and companies) is “About Us.”• Why is this? – How many of your spouses or friends understand what you do every day? David Petr, Executive Director, Winter 35 Haven EDC
  30. 30. Defining High PerformanceEconomic Development When the Goal is a Successful Ecosystem 36
  31. 31. What “High PerformanceEconomic Development” is• It is the first measurement of the outcomes (Inquiries, jobs, capital investment) that EDO’s create on this scale.• It proves the ways we make a difference, and in some cases, the ways we don’t.• It can help drive your strategic and marketing planning using actual outcomes, instead of activities, using national benchmarks as your guide. 37
  32. 32. ED Success: BenchmarkedResults by Population Size 38
  33. 33. The Framework: Your Economic Development Brand 39
  34. 34. Tactics and Strategies From the Top Performers? 42
  35. 35. 43
  36. 36. How Can You Implement HighPerforming Marketing Programs in Your Own Communities? 44
  37. 37. Measure somethingGet the report:http://www.slideshare.net/wright0405/atlas-high-performance-economic-development-white-paperTake the survey toparticipate:http://atlas-advertising.com/Community-Benchmarking-Study.aspx 45
  38. 38. So, What Do We Measure? 46
  39. 39. How can we For information, call:implement highperformingmarketing programsin our owncommunities? Guillermo Mazier Business Development, Atlas Advertising guillermom@atlas-advertising.com 47 www.twitter.com/atlasad
  40. 40. Putting High Performance IntoPractice: The Steps1. Benchmark your community – get a baseline.2. Cut through the clutter: Set goals and Plan for Performance with your board and stakeholders. – Website visits – Inquiries / Conversations – Jobs Announced – Capital Investment Announced3. Implement the basics, plus additional tactics that your organization can support.4. Adjust to improve your execution.5. Report out and celebrate your results. 48
  41. 41. Plan for Performance.1. Get buy in from your leadership and stakeholders on a few key goals. Push hard to track the following: a. Awareness: Website visits b. Conversations / inquiry c. Jobs Announced d. Capital Investment Announced2. Set a marketing plan that drives those goals. 49
  42. 42. Celebrate your success! 50
  43. 43. Chat your Answer:What is one thing that youlearned in today’s webinar? 51
  44. 44. Q+A 52
  45. 45. 53
  46. 46. JON ROBERTSTIP STRATEGIES jon@tipstrategies.com TIP Strategies 106 E. 6th St, Suite 550 Austin, TX 78701 tipstrategies.com

×