1. LOCATION. LOCATION.
LOCATION.
Pearl District Business Association Breakfast MeetingAugust 10, 2016

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Agenda
 Intro (who is Amy and why should we listen to
her?)
 Why does location matter?
 How to tie location into marketing
 Localized PR, social media & search
 Questions?

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Location. Location. Location.
 Why is location important?
 We are all ego-maniacs
 Figure out how to break through
Consumers vs. B-2-B

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Breaking Through to EGO-Centrics
 Talk about them
Common ground through location
 Brag about them
Identity association through location
Geo-Centric
Image via Breaking Defense

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Portlandia
We live in a cool city — talk about it
Filming schedules, articles, share news about our city, even real estate news.

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Local PR
Is the PDBA better than NYT?
 Why is local press better than national press.
Getting into your local paper/news site.
 Oregonian daily circulation is 170,000
 Down from peak of 360,000

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Local PR

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Do Something!
 Before the “press release”:
Volunteering
Join a board/committee
Donation
New/additional location
Notable new hire (resident)
New product/service (and how it affects location)
Have an opinion (op eds/letters).

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Localized Press Releases

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Localized Email Pitches

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The Pearl Magazine
Quarterly Magazine:
 Contact C.C. first
Deadline:
 3 months ahead of issue

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The Pearl Editorial Calendars

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PDBA Newsletter
Monthly Newsletter:
 Send news to C.C.
Deadline:
 Likely 3 weeks ahead

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NW Examiner
Monthly Newspaper:
 Pitch 3 weeks before paper comes
out.
Deadline:
 Last Saturday of the month prior to
the issue date.
 Pitch Editor Allan Classen

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Travel Portland
Yearly Magazine,
Various Newsletters
 Magazine is full
 Send news items
 Travel Portland membership
 Add events to:
calendar.travelportland.com

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Non-News Sources
 PNCA – Student Newsletter
 Powell’s Blog
 Be a News Resource!

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Local Social
 Don’t have to go through the “media” any longer
 Incorporate your location
 Schedule content around your location
 Create daily post categories

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Sample Daily Post Categories
 Sunday Spotlight – Local community engagement
 Monday Matters – Issues/opinion related news
 Tuesday Tips – Tips on your industry or location
 Wednesday – Where to eat, shop, etc.
 Thursday – Think ahead to the weekend (events)
 Friday – Family, Frugal, Fun-day…
 Saturday – Stories about your business or people
Categories are only guidelines and do not have to be used every day/week

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Sunday – Sunday Spotlight

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Monday – Monday Matters

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Tuesday – Tuesday Tips

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Wednesday – Where to Wednesday

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Think Ahead Thursday – Weekend Plans

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Friday – Family, Frugal, Fun-day

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Smiling Saturday – Happy Customer
Stories

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What about Search?
 Value of location in Search
 Mobile search results
 https://www.google.com/webmasters/tools/mobile-friendly/
 Local search results

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32. Pearl District Business Association
Questions &
Thank You!