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Place brand training


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Review of place branding for communities, regions and states.

Published in: Business
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Place brand training

  1. 1. Job Growth Through Community Branding Place Branding Training
  2. 2. Objective <ul><li>After this training you will be able to: </li></ul><ul><li>Define the 4-steps of creating a successful community brand. </li></ul><ul><li>Recognize the difference between a feature and benefit. </li></ul><ul><li>Explain what a community image and community identity are. </li></ul>
  3. 3. A Brand is NOT <ul><li>A logo </li></ul><ul><li>AMA - A graphic design used as a continuing symbol for a brand. </li></ul><ul><li>A tagline </li></ul><ul><li>AMA - Written portion of an advertisement that summarizes the main idea. </li></ul>
  4. 4. A Brand IS <ul><li>A Promise </li></ul><ul><li>It sets an expectation of what will be experienced if a business were to locate, stay or expand in your community. </li></ul>
  5. 5. Only Two Possible Outcomes <ul><li>A Promise is Kept </li></ul><ul><li>A Promise is Broken </li></ul><ul><li>There is nothing in between </li></ul>
  6. 6. A Successful Brand IS <ul><li>A Promise that is: </li></ul><ul><ul><li>Relevant </li></ul></ul><ul><ul><li>Competitive </li></ul></ul><ul><ul><li>Authentic </li></ul></ul>
  7. 7. Community Image <ul><li>A perception of your community’s promise. </li></ul><ul><li>It may be accurate. </li></ul><ul><li>It may include misperceptions. </li></ul><ul><li>Image focuses on today’s reality. </li></ul>
  8. 8. Community Identity <ul><li>What your community aspires to become. </li></ul><ul><li>Often aspirational. </li></ul><ul><li>You invest and build your way there. </li></ul><ul><ul><li>Asset creation </li></ul></ul><ul><ul><li>Infrastructure Investment </li></ul></ul><ul><ul><li>Public policy reform </li></ul></ul><ul><li>Identity focuses on a future desired reality. </li></ul>
  9. 9. Feature versus Benefit <ul><li>A feature is what your community can offer to a company. </li></ul><ul><li>A benefit is why the company would want what your community can offer. </li></ul>
  10. 10. POP QUIZZ Feature or Benefit? Labor pool of 5.8 million workers. Feature or Benefit? Ranks 3rd in the nation for manufacturing employment. Feature or Benefit? Within a day’s drive of 60% of the population. Feature or Benefit? Access to professional sports events.
  11. 11. ALL ARE FEATURES Choice of top talent to meet your personnel requirements. Labor pool of 5.8 million workers. World-class supply chain support to help you be more efficient and effective. Ranks 3rd in the nation for manufacturing employment. Cost effective access to the most profitable markets in North America. Within a day’s drive of 60% of the population. Range of outside of work activities to ensure employee satisfaction. Access to professional sports events.
  12. 12. How Do You Build a Community Brand?
  13. 13. Focus on the Four W’s WHO WHAT WHEN WHERE
  14. 14. Who - Definition <ul><li>Strategic Target - People who will be making or significantly influencing the capital investment decision </li></ul><ul><li>Prime Prospects - Subset of your Strategic Target who will be the most responsive to your community promise. </li></ul>
  15. 15. Who - Example <ul><li>Strategic Target - C-Suite Executives and site selection consultants. </li></ul><ul><li>Prime Prospect Target - C-Suite Executives in the Advanced Manufacturing Industry. </li></ul><ul><li>Prime Prospect Target - C-Suite Executives making an expansion decision in the next 18 months. </li></ul><ul><li>Prime Prospect Target - CEOs of start-up companies. </li></ul>
  16. 16. What <ul><li>Translate your community promise into a compelling benefit for your strategic and prime prospect targets. </li></ul><ul><li>See your community through the decision maker’s eyes. </li></ul><ul><li>Use practical reasons to believe as support for your community promise.. </li></ul>
  17. 17. What - Example <ul><li>Promise - Cost effective access to the most profitable markets. </li></ul><ul><li>RTB for a manufacturer - Community has easy access to major interstate highways. </li></ul><ul><li>RTB for an IT company - According to PC Magazine, Community ranks 10th in the nation for customer satisfaction with their ISP providers. </li></ul>
  18. 18. When <ul><li>You Need to Understand the Average Purchase Decision </li></ul>
  19. 19. Where <ul><li>Touch points - Opportunities to communicate with your target. </li></ul><ul><li>DCI Survey Finding - 71% of the time a short list of location options to take into due diligence is created without the Company ever talking to a site selection professional. </li></ul>
  20. 20. Online is Now Mandatory <ul><li>Hubspot Website Grader Score > 90 </li></ul><ul><li>GIS Tool </li></ul><ul><li>Online advertising </li></ul><ul><li>E-Releases </li></ul><ul><li>E-Newsletters </li></ul><ul><li>Push E-Mail </li></ul>
  21. 21. Social Media is Experimental <ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Twitter </li></ul><ul><li>Digg </li></ul><ul><li>De-licio-us </li></ul><ul><li>Two key Questions - </li></ul><ul><li>Is Your Who Target engaged? </li></ul><ul><li>Is this where Your Who Target seeks the kind of information you want to share? </li></ul>
  22. 22. Social Media is Free <ul><li>Costs shift from out-of-pocket to overhead. If you do not hire staff, you experience an opportunity cost that needs to be considered. </li></ul><ul><li>Social media requires a sound underpinning strategy in order to be a smart tactical choice. </li></ul>
  23. 23. Other Typical Touch Points (not an exhaustive list) <ul><li>Market Visits </li></ul><ul><li>Site Visits </li></ul><ul><li>Telephone Calls </li></ul><ul><li>Letters </li></ul><ul><li>Conferences </li></ul><ul><li>Speakers </li></ul><ul><li>Colleagues/Friends/Influencers </li></ul><ul><li>Newspapers </li></ul><ul><li>Journals </li></ul>
  24. 24. Branding <ul><li>Ensuring your community promise is realized at all touch points. </li></ul><ul><li>Managing your community promise going forward to be even more: </li></ul><ul><ul><li>Relevant </li></ul></ul><ul><ul><li>Competitive </li></ul></ul><ul><ul><li>Authentic </li></ul></ul><ul><li>Developing and deploying a plan to deliver your community’s desired identity. Output is a 10 - 15 year economic portfolio management plan that defines investment in asset creation, infrastructure development and public policy reform. </li></ul>
  25. 25. Review <ul><li>4 Steps to creating a successful community brand: </li></ul><ul><ul><li>Who </li></ul></ul><ul><ul><li>What </li></ul></ul><ul><ul><li>When </li></ul></ul><ul><ul><li>Where </li></ul></ul><ul><li>Difference between Feature and Benefit </li></ul><ul><ul><li>Feature = What you can offer. </li></ul></ul><ul><ul><li>Benefit = Why it matters. </li></ul></ul><ul><li>Definition of Image and Identity </li></ul><ul><ul><li>Image = perception based on today’s reality </li></ul></ul><ul><ul><li>Identity = what you want and plan to become in the future </li></ul></ul>
  26. 26. Recommended Resources <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>