Enhancing Traditional BRE Using Web and Digital Media <ul><li>Governors Statewide Development Conference October 2011 </li...
Discussion Overview <ul><li>Traditional goals and tools of BRE programs </li></ul><ul><li>Challenges </li></ul><ul><li>Cas...
Traditional Business Retention & Expansion Goals and Tools <ul><li>Goals </li></ul><ul><ul><li>Keep & businesses in the lo...
Challenges with Small Business Retention & Expansion <ul><li>Staffing issue, especially in small communities </li></ul><ul...
Case Study: <ul><li>‘ 12 days of Holiday Shopping’ created to encourage local patronage </li></ul><ul><li>Used existing re...
Getting the Word Out <ul><li>Program details </li></ul><ul><ul><li>2-4 tapings/airings per month </li></ul></ul><ul><ul><l...
 
 
 
 
 
Measuring Impact <ul><li>E-survey all participants one month following airing to measure: </li></ul><ul><ul><li>where they...
Survey Results <ul><li>100% of respondents would recommend and encourage others to participate </li></ul><ul><li>60% have ...
 
Maintaining Momentum <ul><li>Continued evaluation </li></ul><ul><li>Compilation video at end of year </li></ul><ul><li>Fea...
Easily Duplicated <ul><li>So you don’t have a media pro on the team or your own TV Channel?  </li></ul><ul><ul><li>Seek pr...
Thank you. <ul><li>Danielle Casey, CEcD, EDFP </li></ul><ul><li>Economic Development Director </li></ul><ul><li>City of Ma...
For a copy of the presentations seen today and additional resource documents, visit: MaricopaMatters.com/GSDC.html
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2011 GSDC Business Beat

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  • I think this program is a great example of utilizing all web based programs at your disposal to communicate with and support local business; while this is in regards to a tv show that we produced and put onine, you could just as easily air and promote local business ads they produce themselves, or do a more ‘ grassroots ’ youtube production Minimal advertising budget but large creative freedom Benefit of departmental structure and media resources
  • 2011 GSDC Business Beat

    1. 1. Enhancing Traditional BRE Using Web and Digital Media <ul><li>Governors Statewide Development Conference October 2011 </li></ul>
    2. 2. Discussion Overview <ul><li>Traditional goals and tools of BRE programs </li></ul><ul><li>Challenges </li></ul><ul><li>Case study in creative approach for small business BRE: </li></ul><ul><ul><li>Business Beat </li></ul></ul>
    3. 3. Traditional Business Retention & Expansion Goals and Tools <ul><li>Goals </li></ul><ul><ul><li>Keep & businesses in the local area </li></ul></ul><ul><ul><li>Identify ‘red flags’ as well as growth opportunities </li></ul></ul><ul><ul><li>Solve business concerns & aid in competitiveness </li></ul></ul><ul><ul><li>Develop relationships with & support local firms </li></ul></ul><ul><li>Tools </li></ul><ul><ul><li>Visitation program (with or without analysis database) </li></ul></ul><ul><ul><li>Market research </li></ul></ul><ul><ul><li>Shop local initiatives </li></ul></ul><ul><ul><li>Assistance, advocacy and training programs </li></ul></ul>
    4. 4. Challenges with Small Business Retention & Expansion <ul><li>Staffing issue, especially in small communities </li></ul><ul><li>Business availability & responsiveness (what’s in it for them) </li></ul><ul><li>Holding a relaxed and meaningful dialogue </li></ul><ul><li>Lack of local awareness of existing companies </li></ul><ul><li>Assistance resources may not exist (grants, free training, etc) </li></ul><ul><li>Solving of issues sometimes takes time </li></ul>
    5. 5. Case Study: <ul><li>‘ 12 days of Holiday Shopping’ created to encourage local patronage </li></ul><ul><li>Used existing resources – no new budget </li></ul><ul><li>Taped and aired a new program daily for 12 days </li></ul><ul><li>All slots plus waiting list filled in 3 days </li></ul><ul><li>Prompted the creation of a permanent initiative: ‘Business Beat’ </li></ul>maricopa-az.gov
    6. 6. Getting the Word Out <ul><li>Program details </li></ul><ul><ul><li>2-4 tapings/airings per month </li></ul></ul><ul><ul><li>Application & business license required </li></ul></ul><ul><ul><li>Airing on live TV, Maricopa20.tv, website </li></ul></ul><ul><ul><li>training on the use of social media for business marketing </li></ul></ul><ul><ul><li>City promotion of videos </li></ul></ul><ul><li>Partnership with the local Chamber </li></ul><ul><li>City newsletters (e-news and print), online surveys, social media </li></ul>
    7. 12. Measuring Impact <ul><li>E-survey all participants one month following airing to measure: </li></ul><ul><ul><li>where they heard about the program </li></ul></ul><ul><ul><li>Effectiveness / quality </li></ul></ul><ul><ul><li>staff professionalism </li></ul></ul><ul><ul><li>business generated as a result </li></ul></ul><ul><ul><li>How they used the tool </li></ul></ul>maricopa-az.gov
    8. 13. Survey Results <ul><li>100% of respondents would recommend and encourage others to participate </li></ul><ul><li>60% have reported receiving direct business referrals due to the program </li></ul><ul><li>Heard about the program via the printed City newsletter, Chamber and word of mouth </li></ul><ul><li>100% have shared a link to the video via some form of social media (blog, YouTube, Twitter) </li></ul>
    9. 15. Maintaining Momentum <ul><li>Continued evaluation </li></ul><ul><li>Compilation video at end of year </li></ul><ul><li>Featured presentations at Chamber events </li></ul><ul><li>Promotion of videos on Chamber website and partnership effort to increase viewership </li></ul><ul><li>Training sessions offered for businesses on utilization of web-based data tools, and taping of training sessions for online tutorials </li></ul>
    10. 16. Easily Duplicated <ul><li>So you don’t have a media pro on the team or your own TV Channel? </li></ul><ul><ul><li>Seek pro bono assistance / flip camera </li></ul></ul><ul><ul><li>Grant opportunities (??) </li></ul></ul><ul><ul><li>Find someone willing to look foolish…. </li></ul></ul><ul><ul><li>Integrate current comm. channels, YouTube and other free web-based tools </li></ul></ul><ul><ul><li>Measure the impact on the business community: direct and anecdotal </li></ul></ul><ul><ul><li>Use it as a business retention initiative </li></ul></ul>
    11. 17. Thank you. <ul><li>Danielle Casey, CEcD, EDFP </li></ul><ul><li>Economic Development Director </li></ul><ul><li>City of Maricopa </li></ul><ul><li>[email_address] </li></ul><ul><li>http://www.youtube.com/user/myMaricopa20 </li></ul><ul><li>www.maricopa-az.gov </li></ul><ul><li>http://twitter.com/#!/MaricopaMatters </li></ul><ul><li>http://www.linkedin.com/in/daniellecasey </li></ul>
    12. 18. For a copy of the presentations seen today and additional resource documents, visit: MaricopaMatters.com/GSDC.html

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