The Community Impact of Economic Impact Studies for Auto Shows by Jackie Reau

1. The Community Impact of
Economic Impact Studies for Auto Shows

2. Introduction
Founded in 2002, Game Day Communications is
a sports and entertainment
communications/marketing firm based in
Cincinnati focuses on the areas of sports,
entertainment and hospitality.

3. Economic Impact Projects
Game Day Communications has managed/
communicated economic impact studies for:
• Cincinnati Auto Expo
• Cincinnati Music Festival
• Flying Pig Marathon
• LPGA
• Major League Baseball All Star Game
• National Association of Sports Commissions
• Pure Romance
• Western & Southern Open

4. Agenda
• Choosing a Research Partner
• Know Your Audience
• Content of the Study
• Timeline of the Study
• Communications Tools for Release
• Social Media Tool Kit for Members
• Budget

5. #s behind the Economic Impact Study
• Number of cars sold year over year
• Sales tax collection (city/county)
• Jobs in local auto industry
• Advertising dollars spent in the market
• Direct visitor expenditure when visiting a
show (dining, parking, retail)
• Visibility to the Center, region of the Show

6. Choosing a Research Partner
In choosing a partner to conduct the study, consider:
• Experience in the market or industry segment
• Solid reputation of reporting economic impact
reports
• Ability to serve as a spokesperson to validate and
explain the study
• Can provide a project manager to maintain timeline

7. Know Your Audience…
and their Hot Buttons (Update Your Influencer Lists quarterly)
Local Government/Civic Leaders: Sales Tax Collection, Jobs
Members: Number of cars sold year over year, Jobs
Media: All
• Sales tax collection (city/county)
• Jobs in local auto industry
• Advertising dollars spent in the market
• Direct visitor expenditure when visiting a show (dining,
parking, retail)

8. Data Needs for the Study
• Project Kick Off: Confirm the scope of study
and deliverables
• Data Procurement: Expenditures, capital
investments (if any), attendance by zip,
revenues by source, hotel reservation data

9. Data Analysis
• Analysis of the Economic Impacts, Operations
& Capital: Calculation based on a model of the
local economy (input and output of
expenditures)
• Economic Impact of New Money:
Expenditures from visitors (hotel, on-site Expo
and off-site spending)
• Analysis of Fiscal Impacts: Earnings, Sales,
Lodging Taxes estimated by zip codes

10. Tell Your Story
• A professionally-prepared report should
include:
– Full Report with Key Findings
– Executive Summary
– Tables/Charts and Infographic to visually
communicate study

11. Timing of Release of the Study
• Project Kick Off: 2 weeks from contract
• Data Receipt: 2 weeks from kick off
• Data Approval: 3 weeks from kick off
• Analysis of Economic Impacts, New Money
and Fiscal Impacts:
– Preliminary Report: 12 weeks from kick off
– Client Comments: 14 weeks from kick off
– Final Report: 16 weeks from kick off

12. Tools to Release the Study
In releasing the full study in conjunction with
your Show, consider:
Local Government/Civic Leaders: Full report
presented at event or one-on-one
Members: At a member-only event with the
rollout of a shareable social media tool kit
Media: News release with video b-roll
distributed by your PR firm

13. Social Media Tool Kit for Members
• Information to include in the social media tool
kit may include the following:
– Infographic (co-branded with your Association and
their organization)
– :90 video overview with your Association
spokesperson
– Proposed social media copy for posts on their
organizational sites (Facebook, Instagram, Twitter,
Linkedin)

14. Budget
• Economic Impact Study by a University
Economics Center: $13,000-15,000
• Social Media Tool Kit Design: $1,500-3,000
• Edited video for Social Media: $1,500-2,500
*Estimate based on Cincinnati market

15. Q&A

16. Contact:
Jackie Reau
Game Day Communications
(513) 929-4263
jreau@gamedaypr.com