IEDC Atlas Branding Your Community & Engaging Talent

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Atlas CEO Ben Wright's presentation at the International Economic Development Council's Marketing & Attraction about Branding Your Community & Engaging Talent. Topics include building community …

Atlas CEO Ben Wright's presentation at the International Economic Development Council's Marketing & Attraction about Branding Your Community & Engaging Talent. Topics include building community brands, online, and more.

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  • 1. IEDC Marketing & Attraction: Branding Your Community & Engaging Talent
  • 2. Table of contents
    What is a brand?
    The case for and against community branding
    How prospects and site selectors experience brands
    • Traditionally
    • 3. In a Social Media world
    How to structure a successful branding process
    How to leverage a brand for the largest impact
    How to engage talent in branding
  • 4. 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.
  • 5. What is a place (product) brand?
    The sum of all the characteristics, tangible and intangible, that make a development, city, state, or region unique.
  • 6. What is an organizational (service) brand?
    The sum of all the characteristics, tangible and intangible, that make an organization, and its service offering, unique.
  • 7. Why is branding important for economic development?
    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.
    As companies decide who can help them through a site location process, your organization must be seen as a consultative resource to be contacted.
  • 8. Why the debate is irrelevant
    Who owns “Educated workforce?”
  • 9. Why the debate is irrelevant
    “Educated workforce” =
    Boston, San Francisco
  • 10. Why the debate is irrelevant
    Who owns “Competitive Business Costs?”
  • 11. Why the debate is irrelevant
    “Competitive Business Costs” =
    Alabama, Tennessee, Carolinas, Mumbai
  • 12. Why the debate is irrelevant
    Who owns “Business Friendly City?”
  • 13. Why the debate is irrelevant
    “Business Friendly City” =
    Charlotte, Nashville
  • 14. How Brands are Experienced by Site Selectors, Prospects, and local companies
  • 15. Sample process that companies and site selectors go through
  • 16. How site selectors say they like to experience brands
  • 17. In the Future: Through Social Media
    It is a channel for people to discover, read, and share information about your community.
    It can foster “many to many” dialogues about the most important issues and assets in your community.
    It can transform your board members, community advocates, and ordinary citizens into marketers (or critics)
    It facilitates relationships around information, issues, and assets in your community quickly, transparently, and flexibly.
  • 18. How to structure a successful branding effort
    Input from local stakeholders
    Interviews with national site selectors/companies
    Positioning your community
    Creative concepting
    Execution
    Leveraging the brand
  • 19. Input from stakeholders
    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?
  • 20. 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?
    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?
  • 21. 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)
  • 22. Three keys to outstanding positioning
    Relevant
    True
    Different
  • 23. Omaha positioning
    Cost effective location
    Heritage of business success:
    5 Fortune 500 Company HQ
    A city on the rise: $2 billion invested in downtown
  • 24. Concepting
  • 25. Concepting
  • 26. Concepting
  • 27. Concepting
  • 28. 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.
  • 29. Tucson concepting
  • 30. Tucson concepting
  • 31. Tucson concepting
  • 32. Tucson web
  • 33. Tucson results
    Website visits up to 3.5 times the national average
    Prospecting activity up significantly= 37 deals totaling 9,200 jobs and $1.4 billion impact over 5 years
    Investment in the organization moved from 100% publicly funded to 55% private funding
    IEDC Award winning website
  • 34. 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.
  • 35. How to Engage Talent in Community Branding
  • 36. Engaging Talent – Internal
    You must appoint a staff point person who will lead the process
    • Internally
    • 37. With a board or community subcommittee
    That person will also become your brand champion after it is developed
    Skills needed:
    • Outstanding communications skills
    • 38. Long term view
    • 39. Not necessarily a marketer – but it is a plus.
  • Engaging Talent – External
    Your options for external talent include:
    • Local agencies
    • 40. Local freelancers
    • 41. National agencies
    • 42. National agencies that specialize in economic development
  • Engaging Talent – External
  • 43. Put your marketing skills to the test, and serve your country!
    Write the best messaging for the United States for Foreign Direct Investment
    Become our 4th Panelist Tuesday the 20th at 8:00 PM
    Criteria for entry:
    Follow @atlasad on Twitter
    Be judged as the best by other panelists
    Tweet using the hashtags: #iedcand #usvworld
    By Tuesday at 6:00 PM
  • 44. Contact Atlas
    Contact information:
    2601 Blake Street, Suite 301
    Denver, CO 80205
    Contact: Ben Wright
    t: 303.292.3300 x 210
    benw@Atlas-Advertising.com
    www.Atlas-Advertising.com
    LinkedIn Profile| LinkedIn Group | Twitter| Blog| Slidespace