www.gisplanning.comMadison, WisconsinSeptember 25, 2012            DAY 1
Anatalio Ubalde, CEO & Co-FounderGIS Planning Inc., ZoomProspector.com & SizeUp             October 25 & 26, 2012         ...
Janet Ady, President     Ady Voltedgejady@adyvoltedge.com     608.663.9218 October 25 & 26, 2012                         3
“In the 1980s the barrier toeconomic development was access  to capital. Today, it’s access to           information.”    ...
What happened?• Disruptive tech changes how  info is accessed• Change to all industries• Business-as-usual = ruin• Adopt t...
Do you get value for what you paythese people? Are they worth it?                 (page                      74)• Car sale...
According to Jeff Jarvis:• Real estate agents are more distrusted than  tabloid writers• “Eliminate advertising. Or at lea...
Disintermediation• Old = information middleman• Present = disintermediation + transparency• New = add value + prosper     ...
The way of the dinosaur• “I don’t publicly give out  information about my  community because  businesses need to call me  ...
© GIS Planning Inc.
Reality Because they don’t   give the   information out,   they aren’t going to   get called at all.                      ...
Hi.I’m an economic developer.     I’m here to help.                             © GIS Planning Inc.
Choices• Stay the course  = irrelevance• Reinvent  = give it away so  they come to you                      © GIS Planning...
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Role                      Old               New  Information            Gatekeeper        Distributor  Relationship       ...
© GIS Planning Inc.
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What do you want to know?• What to do?• Why do it? Why you should care.• The best thing we can do for this training is  ge...
What do you want to know?• Technology is changing so fast (with  marketing implications) that telling you  what to do only...
Managing Expectations• No - drinking beer does  not make you good  looking and create lots of  friends. (It gave me a  bee...
Revealing your real advantages• Don’t try to trick people with  promises you can’t consistently  deliver. They will discov...
Future organization• High Touch and High Tech (I can give copy)• Will research DRIVE our organizations?• Is it the end of ...
"The great part about the Internet  of all the existing   mediums from  before is that itsthe first one that istruly globa...
"With the growth of the Internet as a site selection tool, today’s prospects often conduct the early stages of a search wi...
Who: Julie Roehm, Director of Marketing Communications, ChryslerAdvertising Budget in 2005: $2 billionAdvertising Age rank...
The online advertising                         advantage & challenge        • Advantage: Google, Yahoo! & MSN can         ...
The online advertising                    disadvantage & advantage  • Why the disadvantage has changed and big    companie...
Consumer Technology AdoptionSource: Nielsen/NetRatings http://www.websiteoptimization.com/bw/0712/                        ...
Web Connection Speed Trends                                                         Work Users (US)Source: Nielsen/NetRati...
The Internet is   not TV  At least not yet.  But maybe soon.                      © GIS Planning Inc.
What could happen toeconomic developers thatdon’t leverage the Internet                              © GIS Planning Inc.
Topics• Statistics                 • Domain Names• Exercise Survey            • Website Design• Marketing Tools &         ...
StatisticsHow do the numbers add up?                             © GIS Planning Inc.
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Historical Words from the Skeptics  "This telephone has too many shortcomings to beseriously considered as a means of comm...
Historical Words from the Skeptics              “I think there is a world market for                    maybe five compute...
The Past           © GIS Planning Inc.
Past Econ. Dev. Online Characteristics    Static    Slow    Peripheral strategy    My first website                       ...
www.wpnet.org                © GIS Planning Inc.
www.cityofracine.org                       © GIS Planning Inc.
www.phila.gov                © GIS Planning Inc.
Vallejo          © GIS Planning Inc.
Past > Present > Future                   © GIS Planning Inc.
We don’t all live in the presentPast         Present          Future                           © GIS Planning Inc.
Marketing & Communications (Old Way)               Advertising                Brochures       Site selection information  ...
Econ. Dev. Moves from Offline to Online         Offline                               Online                              ...
Pass out Exercise   Envelopes    Located on Table                       © GIS Planning Inc.
Exercise Questions1.   How has the use of Internet technology     affected your life and the way you do     business?2.   ...
Workshop Survey             © GIS Planning Inc.
Ask yourself:• “How is the Internet (and IT) changing our  work, the work of our competition, and the  expectations of our...
Building on Earlier• Marketing is positioning & differentiation• Develop effective message to communicate  attributes/adva...
A Few Marketing Basics   Concepts, Explanations       & the Internet                            © GIS Planning Inc.
ED Marketing• Marketing must have objectives and results that can be  quantified. Why invest if you can’t measure value?• ...
Warm & Fuzzy vs. Business Case          Qualitative                     Quantifiable• “Will I feel good about         • “C...
Reaching your Audience• Mass Marketing vs.  Direct Marketing• Mass marketing is dying because it doesn’t  work well and ED...
Getting Noticed: Reach & Frequency• Reach – Number of people exposed to  your ad• Frequency – How often you send the  mess...
Getting them to your website• Target those that have an interest• Reach & Frequency still matter• “Interruption” marketing...
6 reasons the Internet is great for                  targeted marketing        1.     Stamps are free        2.     Printi...
Why the Internet is great for            word-of-mouth1. Easy to spread ideas because   of the Network2. When someone like...
© GIS Planning Inc.
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The Marketing Director Becomes a Marketing Coach• Your Marketing Director isn’t the only voice for online  communication• ...
Permission Marketing      • The old way to market involved interruption marketing (15        second television ads)      •...
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The Now of E.D. MarketingSome marketing strategies simply aren’t as effective as they used to be or are not effective at a...
Now: Most Effective Marketing                                         Most Effective Economic Development Marketing       ...
Economic Development Online                                         Most Effective Economic Development Marketing         ...
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Why? Comparative      AdvantageThe Internet compares favorably as a strategy                for results                   ...
Any questions?• If you wanted to know or research anything, where  would you go to find the answer?• What do you do when y...
The Internet is a very different         type of marketing tool• Marketing strategies try to get people to  you so you can...
Multipurpose Internet•       When used properly the Internet is a good        tool for    –    Marketing AND ALSO    –    ...
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If you website could doanything, what would it do? • Why do you want people to go to your   website? • What do you want th...
Encouraging the Audience• Who are you targeting?• What is your message?• Why would they want to talk  to you?             ...
Domain Names• Government Standard  – City – www.ci.indianapolis.in.us  – County – www.co.solano.ca.us  – State – www.state...
More on Domains"Web addresses that are descriptive(northbrook.il.com) are much more valuablethan acronyms of organizations...
Domain Names & Branding• When you launch a new branding  campaign, be sure you secure the Internet  domains before you mak...
www.inspiringcapital.com                      © GIS Planning Inc.
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What to put on your     website                © GIS Planning Inc.
Today’s GoalsShare with you what we’ve learned in evaluatingover 100 economic development websites• The “Economic Developm...
The E.D. Marketing Spectrum                         c   Ady Voltedge                       © GIS Planning Inc.            ...
Your Brand“If you don’t have a brand, you don’t know whoyou are. And if you don’t know who youare, then I don’t either, an...
“Recently, I received an email from a groupclaiming to have 18 target industries. That’sridiculous, and impossible. I told...
Your BrandWho (audience)What (positioning)Why (data support of positioning)Important notes:• More than a Logo!• Differenti...
Your Website Content• What are the three most popular  features/content on your website?                                  ...
What Your Colleagues Have                                                      Have Staff directory and contact informatio...
Most important features on an ED website?                        Land/sites and buildings inventory                       ...
Website Content              © GIS Planning Inc.
Web Developer Options• ED Website Consultant   – likely better quality, focused solution, ED-specific tools• Professional ...
Web Page Essentials           The Business Card of Web Pages• Names and Titles (or what the staff person is  responsible f...
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Data versus Information“Data, data everywhere, And no one stops to think.”                      Anonymous                 ...
From Data to Information• The Raw Ingredients:• Market Characteristics• Operating Costs• Operating Conditions• Quality of ...
Web Page Basics           Community Profile•   Major Employers   • Quality of Life•   Utilities            –   Climate•   ...
Target Industry Profiles•   Major employers•   Wages by occupation•   Unique locational assets•   Testimonials•   Key loca...
Web Page Basics            Business Assistance           “What can you do to help me?”•   Assistance•   Services•   Progra...
Web Page Basics          Starting a Business• Road map through the process• Checklist• Contact Information                ...
Web Page Basics          Employee Training• List of Employee Training  Organizations  – Agencies  – Educational Institutio...
Web Page Basics      New Business Development•   What’s new in your community?•   Prospective business – “what am I joinin...
Web Page Basics    Planned Economic Development•   Where is your community going?•   Community Vision•   New projects in t...
Web Page Basics      Maps• Local• Regional• State/National                      © GIS Planning Inc.
Web Page BasicsFrequently Asked Questions (FAQ)• Save Time• Answer Typical Questions                                © GIS ...
Web Page Basics                   LinksLink to your Economic Development Partners•   Chamber of Commerce•   ED Office•   R...
Database &Application  Driven Websites              © GIS Planning Inc.
Dynamic Web Sites• Database Derived Websites  – Access, DB2, Oracle, SQL Server, MySQL, etc.• Application Driven Results  ...
Reasons for Dynamic Pages• User Controlled Experience  – Faster Information Retrieval• Easier to Maintain• Reduction in Er...
Online Demonstration    Choose Maryland                       © GIS Planning Inc.
Online Demonstration    Choose Maryland                       © GIS Planning Inc.
Getting people to  your website   It’s called marketing.                            © GIS Planning Inc.
Interruption MarketingGetting people to your website through             advertising                                  © GI...
Good: Saying it all in one                             graphic. “Are you exhausted                               and abuse...
Good: Graphic communicates                               “pushpin” which, today, also has                                 ...
Good: Very, very clearGeorgia EMC                © GIS Planning Inc.
Have you ever seen                     this advertisement                           before?                    What do you...
Getting the Word Out• Web Listing  – Google, Yahoo, MSN, Ask, AOL, others• Web Links  – Link from related web sites• Adver...
Search Engines                 © GIS Planning Inc.
Yahoo Site Selection                       © GIS Planning Inc.
Search Engine Users      • 85% of Internet users get to a website for the 1st time        by using a Search Engine      • ...
The Role of Programming in SEO•   Higher search engine rankings•   Lower hosting/bandwidth costs•   Faster page loading•  ...
Top 5 Search Engines 2012                  Search Engine     Market Share                        Google         66.2%     ...
Google has become the remote control for the world; it’sthe first stop, not TV.  Will Margiloff, CEO of Innovation Interac...
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Online Advertising Revenue GrowthSource: PricewaterhouseCoopers/Interactive Advertising Bureau                            ...
Internet AdvertisingSource: PriceWaterhouseCoopers/IAB Internet Advertising Revenue Report (www.iab.net)                  ...
Internet AdvertisingSource: PriceWaterhouseCoopers/IAB Internet Advertising Revenue Report (www.iab.net)                  ...
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Pay Per Click• Used in “sponsored listing” in a bidding process• If you bid and you are among the top bidders your entry i...
Many PPC & Online Ad Options•   Google•   Yahoo•   MSN•   Ask•   AOL•   Facebook•   MySpace•   Many others                ...
A/B Testing• Experiment• Try different works• See what works                              © GIS Planning Inc.
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Search Engine Optimization• The art of optimizing your website to get good  positioning on the search results• Search engi...
SEO General Guidelines• Keep the design simple• Use mostly text titles/tags/links rather than images• Write for the users,...
Hurt you in SEO• Using Flash (thought not as much of a  problem now unless you are using Apple  products)• Exclusive use o...
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E-mail MarketingCommunication & getting them to        your website                             © GIS Planning Inc.
5 Things to Avoid                                                  © GIS Planning Inc.Image source: http://60secondmarkete...
5 Things to Avoid1. Complaints    Reported spam /abuse2. Spam trap addresses    Purchased / rented mailing lists3. High ...
12 Things to Do1. Send email only to people who have given you permission2. Build Your Email List3. Clean Up Your Email Li...
12 Email Marketing Best Practices                                       for Economic Development 1. Send email only to peo...
12 Email Marketing Best Practices                              for Economic Development6. Provide relevant content        ...
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Designing E-mail     • From Line           – Organization Name or Similar – not a person’s name             because they c...
Actual Email Subject Lines• PIDC May 2012 Newsletter• 640,000 square foot building available in Roanoke, VA• QUESTION: Whe...
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Metrics• Unlike Advertising, Direct Mail and Articles you  know if people are reading your website and who  they are!• Hig...
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How EDs track their websites                                                                              2007   2011     ...
Why are Metrics Important• See what works• See what is not working• Fine tune your web site performance• Customize Content...
Website Analytics• Google Analytics• VisiStat• AuriQ Systems                               © GIS Planning Inc.
Measuring Use by Design• Identify what people are clicking on and  where                                        © GIS Plan...
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How often ED Websites Updated                                                                   2007   2011               ...
Freshening Up Your Web site• If you have the most  dynamic, responsive, flexible and  customizable marketing medium take  ...
Checking out good websites• http://www.BuffaloNiagara.org• http://www.maricopamatters.com• http://www.alleghenyconference....
Anatalio UbaldeCEO & Co-Founder                   ubalde@gisplanning.com                   Linkedin.com/in/anatalioubalde ...
Janet AdyPresident            jady@adyvoltedge.com            608.663.9218                             © GIS Planning Inc.
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Leveraging the Internet for Economic Development

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International Economic Development Council Training Course, October 25 & 26, 2012 held in Madison, Wisconsin. Presented by J

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  • What these economic developers don’t realize is that because they don’t give the information out, they aren’t going to get called at all.  Instead of adding value to companies these economic developers are hindering economic growth in their communities.
  • AU: Only 1% of economic development marketing budgets is allocated toward online advertising, and only 13% of respondents identified it as an effective strategy. This is dramatically different from the trends occurring in the larger US market of companies. The share of spending on online advertising approached 10% of marketing budgets in 2008. In the graph showing revenues over time, online advertising revenues can be seen to grow 400% from 2002 to 2007.
  • Leveraging the Internet for Economic Development

    1. 1. www.gisplanning.comMadison, WisconsinSeptember 25, 2012 DAY 1
    2. 2. Anatalio Ubalde, CEO & Co-FounderGIS Planning Inc., ZoomProspector.com & SizeUp October 25 & 26, 2012 2
    3. 3. Janet Ady, President Ady Voltedgejady@adyvoltedge.com 608.663.9218 October 25 & 26, 2012 3
    4. 4. “In the 1980s the barrier toeconomic development was access to capital. Today, it’s access to information.” Denise Fairchild President/CEO Community Development Technologies Center & Special Advisor for South LA Investments to Mayor Antonio Villaraigosa’s Office © GIS Planning Inc.
    5. 5. What happened?• Disruptive tech changes how info is accessed• Change to all industries• Business-as-usual = ruin• Adopt tech early = advantage• ED that doesn’t provide info gets bypassed © GIS Planning Inc.
    6. 6. Do you get value for what you paythese people? Are they worth it? (page 74)• Car salesmen • Advertising agencies• Insurance brokers • Travel agents• Head hunters • Real estate agents © GIS Planning Inc.
    7. 7. According to Jeff Jarvis:• Real estate agents are more distrusted than tabloid writers• “Eliminate advertising. Or at least fire your ad agency.”• “…travel agents (oh, sorry, they’re already nearly extinct.” © GIS Planning Inc.
    8. 8. Disintermediation• Old = information middleman• Present = disintermediation + transparency• New = add value + prosper © GIS Planning Inc.
    9. 9. The way of the dinosaur• “I don’t publicly give out information about my community because businesses need to call me so I can explain it to them.” © GIS Planning Inc.
    10. 10. © GIS Planning Inc.
    11. 11. Reality Because they don’t give the information out, they aren’t going to get called at all. © GIS Planning Inc.
    12. 12. Hi.I’m an economic developer. I’m here to help. © GIS Planning Inc.
    13. 13. Choices• Stay the course = irrelevance• Reinvent = give it away so they come to you © GIS Planning Inc.
    14. 14. © GIS Planning Inc.
    15. 15. Role Old New Information Gatekeeper Distributor Relationship Broker Connector Technical Assistance Bureaucrat Enabler Process Convoluted Transparent Efficiency Marketing Say it Be it Economic Developer Middleman Leader© GIS Planning Inc. © GIS Planning Inc.
    16. 16. © GIS Planning Inc.
    17. 17. © GIS Planning Inc.
    18. 18. What do you want to know?• What to do?• Why do it? Why you should care.• The best thing we can do for this training is get ourselves to think about this. © GIS Planning Inc.
    19. 19. What do you want to know?• Technology is changing so fast (with marketing implications) that telling you what to do only lasts so long.• I use data to support the concepts. This is another key trend. © GIS Planning Inc.
    20. 20. Managing Expectations• No - drinking beer does not make you good looking and create lots of friends. (It gave me a beer belly).• Economic developers have tried this approach too. And it leads to a lot worse than a hangover for the business. © GIS Planning Inc.
    21. 21. Revealing your real advantages• Don’t try to trick people with promises you can’t consistently deliver. They will discover your lies.• Do reveal the opportunities of your community that help the business succeed in the long- term. Allow your marketing to be communication that educates.• The Internet makes it difficult to trick people because they all have access to so much information. Instead, the Internet is great for teaching and learning. © GIS Planning Inc.
    22. 22. Future organization• High Touch and High Tech (I can give copy)• Will research DRIVE our organizations?• Is it the end of intuition? © GIS Planning Inc.
    23. 23. "The great part about the Internet of all the existing mediums from before is that itsthe first one that istruly global, and itsimpact is massive." - Terry Semel Yahoos former CEO © GIS Planning Inc.
    24. 24. "With the growth of the Internet as a site selection tool, today’s prospects often conduct the early stages of a search without contactingthe communities they are considering. While that makes the process more efficient for both siteseekers and economic development organizations, it also means that communities with lower- quality web offerings may be missing opportunities without even realizing it." Steve Stackhouse Area Development © GIS Planning Inc.
    25. 25. Who: Julie Roehm, Director of Marketing Communications, ChryslerAdvertising Budget in 2005: $2 billionAdvertising Age ranking: #6 in the United States“Roehm rarely misses a chance to talk about how delighted she is withonline advertising.”How delighted is she?- In 2004 she spent 10% of the advertising budget online;- In 2005 she is allotting closer to 18%;- In 2006 she plans to allocate more than 20%.In 2006 roughly $400 million of Chryslers money that used to go into TV,newspaper, and magazine ads will be spent on the Internet."I hate to sound like such a marketing geek, but we like to fish where thefish are." - Julie Roehm, Director of Marketing Communications, Chrysler © GIS Planning Inc.
    26. 26. The online advertising advantage & challenge • Advantage: Google, Yahoo! & MSN can provide an ad the moment they are looking to buy or research that item. • Disadvantage with large corporations: Creating and fostering an emotional attachment to the brand.Source: Forbes Magazine, August 8, 2005 © GIS Planning Inc.
    27. 27. The online advertising disadvantage & advantage • Why the disadvantage has changed and big companies are embracing it: Broadband. • Now they can create messages more like TV commercials • Broadband has caused the avg. time spent online to grow 50% since 2001 • 15 – 30% of all media time is spent on the InternetSource: Knowledge Networks (Aug. 2005) & Forrester Research © GIS Planning Inc.
    28. 28. Consumer Technology AdoptionSource: Nielsen/NetRatings http://www.websiteoptimization.com/bw/0712/ © GIS Planning Inc.
    29. 29. Web Connection Speed Trends Work Users (US)Source: Nielsen/NetRatings http://www.websiteoptimization.com/bw/0906/ © GIS Planning Inc.
    30. 30. The Internet is not TV At least not yet. But maybe soon. © GIS Planning Inc.
    31. 31. What could happen toeconomic developers thatdon’t leverage the Internet © GIS Planning Inc.
    32. 32. Topics• Statistics • Domain Names• Exercise Survey • Website Design• Marketing Tools & – Design Comparative Advantage – Basic Content• Marketing Concepts & the – Dynamic Websites Internet • Getting people to your• 5 Basic Website website recommendations • Measuring Results• Targeting means knowing • Budgets the audience • E-mail Marketing • Search Engines © GIS Planning Inc.
    33. 33. StatisticsHow do the numbers add up? © GIS Planning Inc.
    34. 34. © GIS Planning Inc.
    35. 35. © GIS Planning Inc.
    36. 36. •• © GIS Planning Inc.
    37. 37. © GIS Planning Inc.
    38. 38. Historical Words from the Skeptics "This telephone has too many shortcomings to beseriously considered as a means of communication. The device is inherently of no value to us." - Western Union internal memo, 1876."The wireless music box has no imaginable commercialvalue. Who would pay for a message sent to nobody in particular?"-David Sarnoff’s associates in response to his urgings for investment in the radio in the 1920s. "There is no reason for any individual to have a computer in his home. " - Ken Olsen, President, Digital Equipment, 1977 US computer engineer & industrialist (1926 - ) © GIS Planning Inc.
    39. 39. Historical Words from the Skeptics “I think there is a world market for maybe five computers." - IBM Chairman, Thomas Watson, 1943. “It would appear that we have reached the limits of what is possible to achieve with computer technology, although one should be careful with such statements, as they tend to sound pretty silly in five years" - John Von Neuman, 1949 “The Internet will catastrophically collapse in 1996. "- Robert Metcalfe, co-creator of Ethernet, founder of 3Com and inventor of Metcalfe’s law (value of networks), 1995 © GIS Planning Inc.
    40. 40. The Past © GIS Planning Inc.
    41. 41. Past Econ. Dev. Online Characteristics Static Slow Peripheral strategy My first website © GIS Planning Inc.
    42. 42. www.wpnet.org © GIS Planning Inc.
    43. 43. www.cityofracine.org © GIS Planning Inc.
    44. 44. www.phila.gov © GIS Planning Inc.
    45. 45. Vallejo © GIS Planning Inc.
    46. 46. Past > Present > Future © GIS Planning Inc.
    47. 47. We don’t all live in the presentPast Present Future © GIS Planning Inc.
    48. 48. Marketing & Communications (Old Way) Advertising Brochures Site selection information Meeting Businesses Direct Mail Familiarization Tours Special Events Newsletters E-mail Media & Public Relations Telemarketing Website Videos (VHS or DVD) Press Releases Trade Shows © GIS Planning Inc.
    49. 49. Econ. Dev. Moves from Offline to Online Offline Online Website E-mail Blog Social Media Site selection GIS assistance Videos News Releases Newsletters Media & Public Relations Advertising Meeting Businesses Special Events Telemarketing Familiarization Tours Trade Shows Brochures Direct Mail © GIS Planning Inc.
    50. 50. Pass out Exercise Envelopes Located on Table © GIS Planning Inc.
    51. 51. Exercise Questions1. How has the use of Internet technology affected your life and the way you do business?2. How has the Internet affected the field and practice of Economic Development?3. How will it? © GIS Planning Inc.
    52. 52. Workshop Survey © GIS Planning Inc.
    53. 53. Ask yourself:• “How is the Internet (and IT) changing our work, the work of our competition, and the expectations of our customers?”• “How can the Internet and information technology help us?” © GIS Planning Inc.
    54. 54. Building on Earlier• Marketing is positioning & differentiation• Develop effective message to communicate attributes/advantages• Persuade the customer to “buy” © GIS Planning Inc.
    55. 55. A Few Marketing Basics Concepts, Explanations & the Internet © GIS Planning Inc.
    56. 56. ED Marketing• Marketing must have objectives and results that can be quantified. Why invest if you can’t measure value?• Touchy-Feely marketing is best for people who have huge budgets and want feel-good results that can’t be quantified• Changing people’s minds about your community isn’t enough if it doesn’t get them to invest• Awareness is not the point. Investment is.• Am I marketing in ways that facilitate investment in my community?• Am I providing the information and analysis tools businesses need to consider my location? © GIS Planning Inc.
    57. 57. Warm & Fuzzy vs. Business Case Qualitative Quantifiable• “Will I feel good about • “Can I make money there?” having my business here?”• It won’t feel good if I can’t • “Does it have the right make money. combination of qualities such as location, workforce and cost?”• Not everything is about • This is how successful money. So I’m willing to businesses are making trade quality of life for $ decisions today © GIS Planning Inc.
    58. 58. Reaching your Audience• Mass Marketing vs. Direct Marketing• Mass marketing is dying because it doesn’t work well and EDs don’t have the money to make it work• Direct Marketing is about communicating with the right people using the right message © GIS Planning Inc.
    59. 59. Getting Noticed: Reach & Frequency• Reach – Number of people exposed to your ad• Frequency – How often you send the message• > 90% of TV ads the morning after are not remembered ($9 out of every $10 wasted). So many of these sell the brand and not the product• Muhammad Ali used frequency because it works• With TV or Print, Reach & Frequency cost. Boy does it cost. © GIS Planning Inc.
    60. 60. Getting them to your website• Target those that have an interest• Reach & Frequency still matter• “Interruption” marketing is the start, not the end• You’re used to using incentives, use them here – give me a selfish reason to go to your website• Move them from high cost marketing that is forced on them to low cost marketing they request © GIS Planning Inc.
    61. 61. 6 reasons the Internet is great for targeted marketing 1. Stamps are free 2. Printing is free 3. Frequency is free 4. Testing is 100 times faster 5. Response Rates are 15 X higher 6. You can teach over the webSource: Seth Godin – Permission Marketing © GIS Planning Inc.
    62. 62. Why the Internet is great for word-of-mouth1. Easy to spread ideas because of the Network2. When someone likes or doesn’t like something it is easy for them to tell the people they know.3. Forward. Like. Retweet. Share. © GIS Planning Inc.
    63. 63. © GIS Planning Inc.
    64. 64. © GIS Planning Inc.
    65. 65. The Marketing Director Becomes a Marketing Coach• Your Marketing Director isn’t the only voice for online communication• They are a Marketing Coach who helps direct the various channels of information flows about your organization. The Moment of Relevance• The unique point when a customer/business has a problem and is looking for a solution.• Today, the Internet is often the first resource people choose when at the moment of relevance. © GIS Planning Inc.
    66. 66. Permission Marketing • The old way to market involved interruption marketing (15 second television ads) • The new way to market to your customers is Permission Marketing. You give your customers control, respect, and the choice to listen to you. You ask them for Permission. • Using Permission Marking helps build relationships with those who do decide to listen to your message, creating more loyal customers.Source: Permission marketing: turning strangers into friends, and friends into customers. New York: Simon & Schuster. 1999 © GIS Planning Inc.
    67. 67. © GIS Planning Inc.
    68. 68. © GIS Planning Inc.
    69. 69. The Now of E.D. MarketingSome marketing strategies simply aren’t as effective as they used to be or are not effective at all © GIS Planning Inc.
    70. 70. Now: Most Effective Marketing Most Effective Economic Development Marketing Website Out-of-Town Meetings with Businesses Site Selection Consultants and Familiarization Tours Public Relations Special Events E-Mail Social Media Targeted Lead Development Databases Trade Shows and Conferences Slogans, Logo and Graphic Identity Online Videos (YouTube, etc.) Online Advertising Company Blog Brochures Direct Mail Print Advertising TV/Radio Advertising Videos (VHS, DVD, etc) Telemarketing 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%Source: National Survey of Economic Developers, GIS Planning Inc. 2012 © GIS Planning Inc.
    71. 71. Economic Development Online Most Effective Economic Development Marketing Website Out-of-Town Meetings with Businesses Site Selection Consultants and Familiarization Tours Public Relations Special Events E-Mail Social Media Targeted Lead Development Databases Trade Shows and Conferences Slogans, Logo and Graphic Identity Online Videos (YouTube, etc.) Online Advertising Company Blog Brochures Direct Mail Print Advertising TV/Radio Advertising Videos (VHS, DVD, etc) Telemarketing 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%Source: National Survey of Economic Developers, GIS Planning Inc. 2012 © GIS Planning Inc.
    72. 72. © GIS Planning Inc.
    73. 73. Why? Comparative AdvantageThe Internet compares favorably as a strategy for results © GIS Planning Inc.
    74. 74. Any questions?• If you wanted to know or research anything, where would you go to find the answer?• What do you do when you go to a website and don’t find the information you want? © GIS Planning Inc.
    75. 75. The Internet is a very different type of marketing tool• Marketing strategies try to get people to you so you can sell• The Internet is both. It can get people to you and it sells. That makes it different.• Convergence. © GIS Planning Inc.
    76. 76. Multipurpose Internet• When used properly the Internet is a good tool for – Marketing AND ALSO – Communication – Education – Sales• The Internet is an exceptional tool for targeted, one-to-one, marketing. © GIS Planning Inc.
    77. 77. © GIS Planning Inc.
    78. 78. If you website could doanything, what would it do? • Why do you want people to go to your website? • What do you want them to do when they get there? • Is it easy (obvious) for them to get to their goal and yours? © GIS Planning Inc.
    79. 79. Encouraging the Audience• Who are you targeting?• What is your message?• Why would they want to talk to you? © GIS Planning Inc.
    80. 80. Domain Names• Government Standard – City – www.ci.indianapolis.in.us – County – www.co.solano.ca.us – State – www.state.md.us• Non-standard – www.newlondonwi.org – www.burlesontx.com – www.peachtreecitygeorgia.com• Marketing-driven – www.chooseEasterCentralIowa.org – www.BusinessReadyWI.com © GIS Planning Inc.
    81. 81. More on Domains"Web addresses that are descriptive(northbrook.il.com) are much more valuablethan acronyms of organizations (LEDC.com) orsolely names of cities, e.g. Springfield. (WhichSpringfield? Illinois, Missouri, Ohio, orOregon?) Think geography, not organization.Site selectors have a geographic focus. You runthe risk of getting lost in the generic lists." © GIS Planning Inc.
    82. 82. Domain Names & Branding• When you launch a new branding campaign, be sure you secure the Internet domains before you make a public announcement. Edinburgh, Scotland, launched a new advertising slogan, "Inspiring Capital".• A disgruntled citizen acted fast and got the domain, www.inspiringcapital.com. © GIS Planning Inc.
    83. 83. www.inspiringcapital.com © GIS Planning Inc.
    84. 84. © GIS Planning Inc.
    85. 85. © GIS Planning Inc.
    86. 86. © GIS Planning Inc.
    87. 87. What to put on your website © GIS Planning Inc.
    88. 88. Today’s GoalsShare with you what we’ve learned in evaluatingover 100 economic development websites• The “Economic Development” angle• Cut through the clutter c Ady Voltedge © GIS Planning Inc.
    89. 89. The E.D. Marketing Spectrum c Ady Voltedge © GIS Planning Inc. 89
    90. 90. Your Brand“If you don’t have a brand, you don’t know whoyou are. And if you don’t know who youare, then I don’t either, and I’m going to moveon.” Dennis Donovan WDG Group c Ady Voltedge © GIS Planning Inc. 90
    91. 91. “Recently, I received an email from a groupclaiming to have 18 target industries. That’sridiculous, and impossible. I told them to takeme off their mailing list.” Jay Garner Garner Economics c Ady Voltedge © GIS Planning Inc. 91
    92. 92. Your BrandWho (audience)What (positioning)Why (data support of positioning)Important notes:• More than a Logo!• Differentiation• Your Story• Consistency & Repetition• Integration c Ady Voltedge © GIS Planning Inc. 92
    93. 93. Your Website Content• What are the three most popular features/content on your website? © GIS Planning Inc.
    94. 94. What Your Colleagues Have Have Staff directory and contact information (phone, fax, email, address) Will implement in 2-5 years 93% 3% Hyperlinks to other organizations 89% 6% Demographic reports 84% 10% Maps 79% 13% Quality of life (climate, schools, housing, culture, healthcare, etc.) 83% 7% Infrastructure (utilities and transportation) 77% 13% Major employers 79% 10% Land/sites and buildings inventory 76% 12% News about community (past or present) 79% 9% Labor force (availability and wages) 73% 15% Incentives 77% 10% Major industries or business/industry clusters 69% 16% Social media integration 56% 28% Business assistance services/how to start a business 64% 18% Employment training programs 67% 15% Business list 65% 14% Testimonials and success stories 50% 28% GIS mapping tools for site selection analysis assistance 44% 32% Videos 50% 23% Formatting option for mobile devices/mobile apps 18% 49% Comparisons to other areas 36% 27% Transactions (business licenses, permit applications, etc.) 38% 19% User-generated content (blogs, forums) 22% 27% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Source: National Survey of Economic Developers, GIS Planning Inc. 2012 © GIS Planning Inc.
    95. 95. Most important features on an ED website? Land/sites and buildings inventory 91% Labor force (availability and wages) 91% Demographic reports 90% Infrastructure (utilities and transportation) 86% Maps 85% Major industries or business/industry clusters 83% Staff directory and contact information… 83% Incentives 81% Major employers 80% GIS mapping tools for site selection analysis assistance 77% Business assistance services/how to start a business 74% Quality of life… 73% Employment training programs 70% Testimonials and success stories 67% Hyperlinks to other organizations 67% News about community (past or present) 60% Social media integration 60% Comparisons to other areas 55% Business list 53% Formatting option for mobile devices/mobile apps 51% Transactions (business licenses, permit applications, etc.) 48% Videos 33% User-generated content (blogs, forums) 24%Source: National Survey of Economic Developers, GIS Planning Inc. 2012 © GIS Planning Inc.
    96. 96. Website Content © GIS Planning Inc.
    97. 97. Web Developer Options• ED Website Consultant – likely better quality, focused solution, ED-specific tools• Professional Web Developers – possibly local, design oriented, less/no ED experience• Do-it-yourself / in-house – control your own destiny• Qualified Lay Person – lower cost, often lower quality• How to choose a website developer for your E.D. Website © GIS Planning Inc.
    98. 98. Web Page Essentials The Business Card of Web Pages• Names and Titles (or what the staff person is responsible for)• Mailing/Street Address• Phone Numbers• Fax Number• E-mail © GIS Planning Inc.
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    111. 111. Data versus Information“Data, data everywhere, And no one stops to think.” Anonymous c Ady Voltedge © GIS Planning Inc. 111
    112. 112. From Data to Information• The Raw Ingredients:• Market Characteristics• Operating Costs• Operating Conditions• Quality of PlaceThe Finished Products:• Your Positioning and Story• The Business Case for your Place TM c Ady Voltedge c © GIS Planning Inc. 112
    113. 113. Web Page Basics Community Profile• Major Employers • Quality of Life• Utilities – Climate• Transportation – Education• Taxes – Culture and Art• Union/Non-Union – Healthcare• General – Housing – Cost of Living © GIS Planning Inc.
    114. 114. Target Industry Profiles• Major employers• Wages by occupation• Unique locational assets• Testimonials• Key location criteria for sector © GIS Planning Inc.
    115. 115. Web Page Basics Business Assistance “What can you do to help me?”• Assistance• Services• Programs• Incentives © GIS Planning Inc.
    116. 116. Web Page Basics Starting a Business• Road map through the process• Checklist• Contact Information © GIS Planning Inc.
    117. 117. Web Page Basics Employee Training• List of Employee Training Organizations – Agencies – Educational Institutions• Employee Training Incentives © GIS Planning Inc.
    118. 118. Web Page Basics New Business Development• What’s new in your community?• Prospective business – “what am I joining?”• Existing business – continuing success?• Write your own press release © GIS Planning Inc.
    119. 119. Web Page Basics Planned Economic Development• Where is your community going?• Community Vision• New projects in the pipeline• Painting your picture of the future © GIS Planning Inc.
    120. 120. Web Page Basics Maps• Local• Regional• State/National © GIS Planning Inc.
    121. 121. Web Page BasicsFrequently Asked Questions (FAQ)• Save Time• Answer Typical Questions © GIS Planning Inc.
    122. 122. Web Page Basics LinksLink to your Economic Development Partners• Chamber of Commerce• ED Office• Regional ED organizations• Small Business Assistance Agency• Employment/Workforce OrganizationDon’t list everyone you know; group the links into logical categories. © GIS Planning Inc.
    123. 123. Database &Application Driven Websites © GIS Planning Inc.
    124. 124. Dynamic Web Sites• Database Derived Websites – Access, DB2, Oracle, SQL Server, MySQL, etc.• Application Driven Results – Microsoft IIS, Sun Solaris, Apache – ASP, .NET, CGI, PHP, JSP, etc. © GIS Planning Inc.
    125. 125. Reasons for Dynamic Pages• User Controlled Experience – Faster Information Retrieval• Easier to Maintain• Reduction in Errors – Single Data Source• Decrease your long term costs © GIS Planning Inc.
    126. 126. Online Demonstration Choose Maryland © GIS Planning Inc.
    127. 127. Online Demonstration Choose Maryland © GIS Planning Inc.
    128. 128. Getting people to your website It’s called marketing. © GIS Planning Inc.
    129. 129. Interruption MarketingGetting people to your website through advertising © GIS Planning Inc.
    130. 130. Good: Saying it all in one graphic. “Are you exhausted and abused from the site selection process? We have your solution” Good: Clear that this ad is encouraging the reader to go to the PPL website for efficient site selectionPennsylvania Power & Light © GIS Planning Inc.
    131. 131. Good: Graphic communicates “pushpin” which, today, also has associations with maps. Good: Highlights the website address in the first words of the main text.Pittsburgh Regional Alliance © GIS Planning Inc.
    132. 132. Good: Very, very clearGeorgia EMC © GIS Planning Inc.
    133. 133. Have you ever seen this advertisement before? What do you think about this advertisement? What does it make you think? What does it communicate?State of Illinois © GIS Planning Inc.
    134. 134. Getting the Word Out• Web Listing – Google, Yahoo, MSN, Ask, AOL, others• Web Links – Link from related web sites• Advertising – Web Page Banners and Ads – Traditional Media• Media – Do something newsworthy with your site © GIS Planning Inc.
    135. 135. Search Engines © GIS Planning Inc.
    136. 136. Yahoo Site Selection © GIS Planning Inc.
    137. 137. Search Engine Users • 85% of Internet users get to a website for the 1st time by using a Search Engine • They knew what they wanted and used Search Engines to find the best vendor • 33% of users believe that the 1st spot in search results is the best vendor (searchengineguide.com) • 57% of Internet users use search engines every daySource: Mind In Motion 2006 © GIS Planning Inc.
    138. 138. The Role of Programming in SEO• Higher search engine rankings• Lower hosting/bandwidth costs• Faster page loading• Platform mobilityHow to Optimize your website © GIS Planning Inc.
    139. 139. Top 5 Search Engines 2012 Search Engine Market Share Google 66.2% Microsoft 15.2% Yahoo! 14.1% Ask 3.0% AOL 1.6%Source: comScore.com January 2012 © GIS Planning Inc.
    140. 140. Google has become the remote control for the world; it’sthe first stop, not TV. Will Margiloff, CEO of Innovation Interactive (Denstu) © GIS Planning Inc.
    141. 141. ••• © GIS Planning Inc.
    142. 142. Online Advertising Revenue GrowthSource: PricewaterhouseCoopers/Interactive Advertising Bureau © GIS Planning Inc.
    143. 143. Internet AdvertisingSource: PriceWaterhouseCoopers/IAB Internet Advertising Revenue Report (www.iab.net) © GIS Planning Inc.
    144. 144. Internet AdvertisingSource: PriceWaterhouseCoopers/IAB Internet Advertising Revenue Report (www.iab.net) © GIS Planning Inc.
    145. 145. © GIS Planning Inc.
    146. 146. © GIS Planning Inc.
    147. 147. Pay Per Click• Used in “sponsored listing” in a bidding process• If you bid and you are among the top bidders your entry is displayed and you pay the bid amount when it’s clicked.• Targeted advertising• Top players are Google (Adwords), Yahoo (Overture) and MSN © GIS Planning Inc.
    148. 148. Many PPC & Online Ad Options• Google• Yahoo• MSN• Ask• AOL• Facebook• MySpace• Many others © GIS Planning Inc.
    149. 149. A/B Testing• Experiment• Try different works• See what works © GIS Planning Inc.
    150. 150. © GIS Planning Inc.
    151. 151. Search Engine Optimization• The art of optimizing your website to get good positioning on the search results• Search engines keep getting “smarter” to find relevant websites• 2007: $41 Billion Industry (Source: Business 2.0) © GIS Planning Inc.
    152. 152. SEO General Guidelines• Keep the design simple• Use mostly text titles/tags/links rather than images• Write for the users, not the search engines• Write valuable content, peppered with your key phrases• Have simple navigation so the spider can get everywhere easily © GIS Planning Inc.
    153. 153. Hurt you in SEO• Using Flash (thought not as much of a problem now unless you are using Apple products)• Exclusive use of drop down menus• Using Frames (but hardly anyone does this anymore)• Exclusive use of graphics for headers and buttons• Poor navigation © GIS Planning Inc.
    154. 154. © GIS Planning Inc.
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    181. 181. ••• © GIS Planning Inc.
    182. 182. E-mail MarketingCommunication & getting them to your website © GIS Planning Inc.
    183. 183. 5 Things to Avoid © GIS Planning Inc.Image source: http://60secondmarketer.com
    184. 184. 5 Things to Avoid1. Complaints  Reported spam /abuse2. Spam trap addresses  Purchased / rented mailing lists3. High unknown user rates  Bad addresses / high bounce rates4. Blacklists  Complaints5. Spam Triggers  ALL CAPS  Overusing punctuation!!!!!  Words like “Free loans just for you!” or “open this right now!” © GIS Planning Inc.
    185. 185. 12 Things to Do1. Send email only to people who have given you permission2. Build Your Email List3. Clean Up Your Email List4. Make it Easy to Unsubscribe5. Optimize with social media6. Provide relevant content7. Killer Subject Line8. From Label9. Good mix of text/images10. Ask!.. and Respond11. Segment Your Readers12. Test and Iterate © GIS Planning Inc.
    186. 186. 12 Email Marketing Best Practices for Economic Development 1. Send email only to people who have given you permission2. Build Your Email List  Link to opt-in forms on website/blog/social media channels to sign up.  Email Service Providers provide free email opt-in forms  Collect emails at local events / partner emails / websites (Chambers, City)  Provide incentives to sign up © GIS Planning Inc.
    187. 187. 12 Email Marketing Best Practices for Economic Development6. Provide relevant content © GIS Planning Inc.
    188. 188. © GIS Planning Inc. 188
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    193. 193. Designing E-mail • From Line – Organization Name or Similar – not a person’s name because they could change. • Subject Line – Keep it short. 40 characters or less. – Don’t repeat “from line”, space is too valuable – Don’t use excessive punctuation!!!!! – Don’t use CAPITALIZATION (it’s considered screaming) • Content: keep best stuff above the fold • Images: Don’t use as sole contentSource: Vertical Response, Webinar 2007 © GIS Planning Inc.
    194. 194. Actual Email Subject Lines• PIDC May 2012 Newsletter• 640,000 square foot building available in Roanoke, VA• QUESTION: Where can you find the “Maxxinista” capital of the world?• GNO Inc. Newsflash – LA Most Improved in USA• 49th Angel Fund Forum• The Square-Wyoming Site Selection Newsletter• Upcoming North Texas International Business Events• DCEDC Business Roundtable Event - Make Your Reservation Today• Excellent R & D/Manufacturing facility available in the Rockford Region• PIDC May 2012 Newsletter – TEST• Invitation to Play Golf with the Pros! c Ady Voltedge © GIS Planning Inc.
    195. 195. © GIS Planning Inc.
    196. 196. ••• © GIS Planning Inc.
    197. 197. Metrics• Unlike Advertising, Direct Mail and Articles you know if people are reading your website and who they are!• Higher Cost Services – Nielsen//Netratings <www.netratings.com> – WebTrends <www.webtrends.com>• Outsourced Services – WebTrends Live <www.webtrends.com> – Development Results (focus on ED) <www.developmentresults.com>• Low Cost to Free – Web Counters such as <www.chami.com> – Google Analytics – <www.google.com> © GIS Planning Inc.
    198. 198. © GIS Planning Inc.
    199. 199. How EDs track their websites 2007 2011 66% A standard website analytics service 82% 5% A website analytics service designed for the economic development industry 15% 29% Do not track 2%Source: National Survey of Economic Developers 2011. GIS Planning, Ubalde & Simundza © GIS Planning Inc.
    200. 200. Why are Metrics Important• See what works• See what is not working• Fine tune your web site performance• Customize Content for Unique Visitors• Allows you to redevelop/repurpose your web sites.• “Smart Web Sites” © GIS Planning Inc.
    201. 201. Website Analytics• Google Analytics• VisiStat• AuriQ Systems © GIS Planning Inc.
    202. 202. Measuring Use by Design• Identify what people are clicking on and where © GIS Planning Inc.
    203. 203. © GIS Planning Inc.
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    208. 208. How often ED Websites Updated 2007 2011 5% Annually 3.8% 4% Bi-annually 4.6% 12% Quarterly 12.3% 24% Monthly 24.6% 10% Bi-weekly 12.5% 30% Weekly 30.3% 16% Daily 11.8%Source: National Survey of Economic Developers 2012 by GIS Planning: Ubalde & Simundza © GIS Planning Inc.
    209. 209. Freshening Up Your Web site• If you have the most dynamic, responsive, flexible and customizable marketing medium take advantage of it• Modify it as information changes• Bring in new/relevant information, articles, multimedia, news, etc. © GIS Planning Inc.
    210. 210. Checking out good websites• http://www.BuffaloNiagara.org• http://www.maricopamatters.com• http://www.alleghenyconference.org/pra/• http://www.progressivebynature.com (special focus)• http://www.100reasonsindiana.com (microsite) © GIS Planning Inc.
    211. 211. Anatalio UbaldeCEO & Co-Founder ubalde@gisplanning.com Linkedin.com/in/anatalioubalde @ZoomProspector Facebook.com/ZoomProspector YouTube.com/GISplanning GISplanning.com ZoomProspector.com SizeUp.com © GIS Planning Inc.
    212. 212. Janet AdyPresident jady@adyvoltedge.com 608.663.9218 © GIS Planning Inc.

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