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IEDC Atlas Branding Your Community & Engaging Talent
 

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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    IEDC Atlas Branding Your Community & Engaging Talent IEDC Atlas Branding Your Community & Engaging Talent Presentation Transcript

    • IEDC Marketing & Attraction: Branding Your Community & Engaging Talent
    • Table of contents
      What is a brand?
      The case for and against community branding
      How prospects and site selectors experience brands
      • Traditionally
      • 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
    • 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 (product) brand?
      The sum of all the characteristics, tangible and intangible, that make a development, city, state, or region unique.
    • What is an organizational (service) brand?
      The sum of all the characteristics, tangible and intangible, that make an organization, and its service offering, unique.
    • 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.
    • 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
    • Why the debate is irrelevant
      Who owns “Business Friendly City?”
    • Why the debate is irrelevant
      “Business Friendly City” =
      Charlotte, Nashville
    • How Brands are Experienced by Site Selectors, Prospects, and local companies
    • Sample process that companies and site selectors go through
    • How site selectors say they like to experience brands
    • 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.
    • 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
    • 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?
    • 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?
    • 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
      Relevant
      True
      Different
    • Omaha positioning
      Cost effective location
      Heritage of business success:
      5 Fortune 500 Company HQ
      A city on the rise: $2 billion invested in downtown
    • Concepting
    • 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 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
    • 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 Engage Talent in Community Branding
    • Engaging Talent – Internal
      You must appoint a staff point person who will lead the process
      • Internally
      • With a board or community subcommittee
      That person will also become your brand champion after it is developed
      Skills needed:
      • Outstanding communications skills
      • Long term view
      • Not necessarily a marketer – but it is a plus.
    • Engaging Talent – External
      Your options for external talent include:
      • Local agencies
      • Local freelancers
      • National agencies
      • National agencies that specialize in economic development
    • Engaging Talent – External
    • 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
    • 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