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CITIES • ONLINE • MARKETING • INDEX
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©2012. Intelegia Group. All rights reserved.

The Canadian American Cities Online Marketing Index report is prepared from sources and data which Intelegia believes to be reliable and accurate, but
we make no representation as to its accuracy or completeness. The report is provided solely for informational purposes and is not to be construed as
providing advice, recommendations, representations or warranties of any kind whatsoever. Opinions and information provided are made as of the date
of the report’s publication and are subject to change without notice. Intelegia disclaims any liability for errors or omissions therein.


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TABLE OF CONTENTS

                                                                                     04   Preamble
                                                                                     06   Context
                                                                                     08   Key Insights
                                                                                     17   Results
                                                                                     21   Best Practices
                                                                                          	 Site Selection Tools - Web 1.0
                                                                                          	 Social Media Tools - Web 2.0
                                                                                          	 Mobile Applications
                                                                                          	 Elsewhere In North America
                                                                                     57   Planning Points
                                                                                     60   Final Thoughts
                                                                                     62   Methodology
                                                                                     63   Frequently Asked Questions
                                                                                     64   About Intelegia
                                                                                     65   About The Authors
                                                                                     66   Bibliography

Call: 1.514.443.2148	 |   Email: isabelle@intelegia.com | Visit: www.intelegia.com                                           3
PREAMBLE

Why in the world should economic development
agencies bother about social media when they execute
their investment attraction and retention strategy?


                     Over the last four years, we have monitored
                     on an ongoing basis the use of social media in
                     economic development to blog about the best
                     practices in the field. We have also conducted                   Think about it.
                     interviews with agencies’ communications and
                     marketing executives. We have trained hundreds                  • Twitter is the most popular social media tool 	
                     of economic development officers (EDOs) in                        among the agencies in Canada and in the
                     Canada and in the United States. To conclude,                     United States. 85% of agencies are using
                     we have performed an annual benchmark which                       the micro-blogging site, followed by LinkedIn
                     translates in the Intelegia’s Online Marketing Index.             which is used by 85% of Canadian agencies
                                                                                       and by 80% of American agencies.
                     EDOs are now split in three categories: a) Early
                     adopters (i.e., EDOs that have solid engagement                 • Between 2011 and 2012, the addition of a
                     strategies on various platforms), b) Late comers                  mobile site went from 10% to 25% for
                     (i.e. EDOs still attempting to engage their audience              Canadian agencies.
                     on a selected amount of applications) and c)
                     Status quo agencies (EDOs that are applying classic             • American agencies consider Facebook as a
                     marketing tools and approaches). If every agency                  valuable tool, since 80% of them have a
                     in the first two categories is now embracing the                  Facebook Page..
                     applications, then they are not equal in their
                     expertise and best practices.




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PREAMBLE



Some CEOs are knowledgeable of how social                                       the 12 factors influencing site selectors, “Existing    base of skilled talent to select the best employees.
media come into play with investors and site                                    relationships with economic development officials”      As a result, agencies must consider how they
selectors to raise the awareness of their region                                and “News stories about community” were                 can use their existing social media infrastructure
and brand, to identify prospects and secure                                     ranked in the top 6 replies. 1 With this being          to attract and keep qualified talent. Competing
investment and inspire trust. Kudos to Paul Kent                                said, agencies must understand that social              with neighboring cities or regions for skilled
in Halifax, Bruce Lanzenby in Ottawa, Stuart Rogel                              media applications do accelerate the process            workers means agencies must formulate a digital
in Tampa Bay and Barry Broome in Phoenix for                                    of these two factors. Linkedin as the primary           marketing strategy to reach and convince
embracing social media; however, they still do                                  tool to connect, share and engage for business          individuals that their respective location is the
not represent the majority. Could one reason be                                 purposes and Twitter as the number one social           best choice to work and live. This entails clearly
that EDOs often have a hard time understanding                                  media tool used by traditional media outlets to         illustrating the key location factors to individuals
how they can isolate the role and value of social                               monitor news confirms the shifts in communicating       looking for employment and at the same time,
marketing in their investment attraction successes?                             and conducting research via the web.                    engaging companies interested in investing in
                                                                                                                                        the region.
This year, Atlas Advertising, an American advertising                           We have witnessed that a few agencies have
agency specializing in economic development                                     gone a step further in using social media. With
and site selection, published “High Performance                                 the priority of attracting skilled talent, these
Economic Development: How Technology and                                        agencies have decided to use their social media
Outcome-Based Metrics Will Save Economic                                        tools and online presence to promote talent
Development Investment and Promotion As We                                      attraction initiatives. Cities will be unable to
Know It” report and uncovered that amongst                                      attract and retain companies without a sufficient




                                                                 What we aspire to do with this report is to showcase how leading
                                                                economic development agencies in Canada and in the United States
                                                               are using social media in their marketing mix and what they were able
                                                                to accomplish. It is our hope that more EDOs will realize the value of
                                                                   implementing a digital marketing strategy for their investment
                                                                              attraction and business retention needs.


                                                                                                                                                          Isabelle Poirier
                                                                                                                                                      Founder of Intelegia
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CONTEXT




Why the need for                                                                              Over the past three years, the authors of the
                                                                                              Canadian Cities Online Marketing Index© have
an expanded index this year?                                                                  witnessed the following:




       1                                                                                      2
                                         Economic development agencies that were quick                           Economic development agencies from large
                                         to adopt social media applications to marketing                         cities in Canada can no longer ignore the
                                         their regions for investment attraction purposes                        branding and communication benefits of having
                                         have continued their efforts. By being the first                        a complete digital marketing presence. These
                                         few that understood the impact on their respec-                         cities which have been “late comers” to the
                                         tive communications strategies, agencies will                           new realities of online marketing have shown
                                         have a competitive advantage over other agen-                           signs of progress; however, they must comprehend
                                         cies that have been slow to adopt tools such as                         fundamental approaches to engage with their
                                         Facebook, Twitter and YouTube and to utilize                            target audiences that include potential investors
                                         them in an efficient manner. As a result, there is                      and site selectors.
                                         a clear imbalance between agencies which wish
                                         to continue to market their regions as they did a
                                         decade ago and those which have embraced a
                                         web 2.0 culture.




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CONTEXT




                                         Both groups of agencies in Canada do not operate                 With the help from selected economic development
                                         in a vacuum and must contend for investment                      professionals via their insights regarding the
                                         dollars in large and innovative cities in the                    importance of strong branding, readers of this
                                         United States.                                                   report will have an understanding of:

                                         Understanding the dynamics at play when                          How branding is essential to break through the
                                         attempting to promote a region for investment                    clutter in the digital space to connect with key
                                         attraction and business retention on a larger                    decision makers with regards to investment
                                         scale, Intelegia decided to examine how 41*                      opportunities.
                                         agencies from large cities (based on population)
                                         were using digital marketing applications to                     The need to have a branding strategy to reinforce
                                         convince potential investors and site selectors                  the benefits of investing in a specific location
                                         that their city is the only location to invest in.               especially when neighboring jurisdictions can
                                                                                                          easily claim and communicate the same
                                         Although this benchmark report evaluates                         benefits.
                                         the basic use of a variety of digital marketing
                                         tools by the agencies, close attention was paid                  The input in the form of comments from the
                                         to how the cities are able to illustrate their                   chosen economic development professionals
                                         respective brands.                                               are mentioned throughout this report.




              *      41 agencies were reviewed for the 40 metropolitan statistical areas since the
                     metropolitan statistical area of Riverside-San Bernardino-Ontario, CA is comprised
                     of two economic development agencies: San Bernardino Economic Development
                     Agency and Riverside Office of Economic Development.



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KEY INSIGHTS




                              To complement
                                Intelegia’s benchmark exercise for this report,
                                the co-authors had the opportunity to interview the representatives at
                                some of the top ranked agencies from Canada and United States to gain
                                further insights into their approach of using digital marketing tools.

                                Top ranked agencies have taken a risk of using social media to strategically
                                brand their city for economic development initiatives and it has paid off.




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KEY INSIGHTS
Greater Halifax Partnership
     Benefit: Viral Branding Effect

Greater Halifax Partnership has been able to                                    foreign direct investment location with a strong         From a talent retention point of view, the agency
enhance its community’s capacity to attract and                                 brand. In addition, the tools are great avenues to       leveraged its social media tools by promoting a
expand foreign direct investment by making their                                collect information on potential investors. Potential    UPS Canada job fair in July 2012. This effort assisted
investment attraction content easily accessible                                 investors enter their contact information (i.e.,         in UPS Canada recruiting the right personnel and
and shareable. The accessibility of investment                                  phone number and email address) to gain further          ultimately played an instrumental role in selecting
attraction materials (i.e., Why Halifax investment                              information. These leads are then logged by the          Halifax as a location to open an office as a part of
video on iTunes, YouTube, website and Facebook                                  agency’s team, contacted and promptly provided           the company’s Atlantic Canada expansion plans.
page, four sector podcasts on Libsyn, iTunes, and                               with additional customized information. In 2011-12,      UPS Canada is looking to fill over 100 positions
an ebrochure tool) enables partners and online                                  Greater Halifax Partnership received 237 requests        in Halifax.
communities to share and embed content for their                                for information (most electronically). As a result of
own trade missions, location and expansion activities.                          those requests, the agency identified 12 business
                                                                                development leads with the potential for 2,263
Such tools enable the agency to build an online                                 new jobs. Four leads were closed and 419 jobs
network of champions promoting Halifax as a                                     were created.




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KEY INSIGHTS
Hamilton Economic
Development
      Benefit: Earned Media and the Viral Effect



Via their YouTube Channel, Hamilton Economic Development unveiled in August          Using the local press outlet, the agency was able to leverage the exposure to
2012, “Wake Up From Your Commuting Nightmare”, an animated short designed            brand the city of Hamilton as the location to do business without the hassles
to market and brand Hamilton as a viable live/work choice to those on                of commuting from and to Toronto. Within a day, the CBC Hamilton story got
the endless commute to Toronto. Without any form of advertisements,                  picked up by “Daily Brew”, a Yahoo Canada News daily blog. The video has
the animated film got noticed by the local television station, CBC Hamilton,         been viewed 5,400 times on YouTube in three months.
which is very selective when it comes to picking up feeds from news sources.




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                                                                                                                                                                                            10
KEY INSIGHTS
World Business Chicago
      Benefit: Brand Awareness



In October 2012, World Business Chicago (WBC)                                   Prior to, during and after the event, WBC utilized         Twitter and Facebook. In addition, WBC engaged
co-hosted the inaugural Chicago After Hours talent                              Twitter via @WorldBizChicago and #AftrHrs to               influencers at the UofI. WBC also interacted with the
recruiting event at the University of Illinois’ College of                      showcase the city. By providing hashtags, handles          Mayor’s Office in order to engage additional
Engineering in Urbana (UofI), a landmark event that                             and content ideas to all of the companies in               audiences. The panel discussion was streamed live
brought Chicago Mayor Rahm Emanuel and 39 of the                                attendance, the organization was able to create a          via the Mayor’s Office and the University of Illinois
city’s tech companies to the campus to accelerate                               social dialogue that raised brand awareness for            websites.
the momentum and buzz about Chicago.                                            Chicago and its burgeoning tech community on




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KEY INSIGHTS
London Economic
Development Corporation
      Benefit: Workforce and Company Retention




                                                                                     To support labour retention strategy specifically for technology
                                                                                     sector in London, Ontario, London Economic Development
                                                                                     Corporation launched the digital marketing campaign in April
                                                                                     2012. The campaign is composed of a website, www.london-
                                                                                     techjobs.ca and a Twitter account, @LdnTechJobs to efficiently
                                                                                     engage with agency’s target audience rather than using traditional
                                                                                     newspaper advertisements.

                                                                                     Since the launch of the campaign, the agency has successfully
                                                                                     retained a handful of IT and ICT companies that were struggling
                                                                                     to grow in London. The case of Digital Extremes, a digital
                                                                                     interactive game development company founded in London
                                                                                     can be highlighted as a success story for the agency. The company
                                                                                     selected to stay and grow in London based on several cost
                                                                                     competitive advantages and with the agency’s efforts to
                                                                                     attract talent. The company closed their Toronto office and
                                                                                     decided to expand and invest in London.




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                                                                                                                                                                                             12
KEY INSIGHTS
Edmonton Economic
Development Corporation
      Benefit: Workforce Attraction


                     In July 2012, Edmonton Economic Development Corporation          Some of the results from the campaign include:
                     launched a labour attraction initiative that was support by a    • 1,130 job applications were received;
                     digital marketing presence in the form of the website (www.      • Opportunityawaits.com received 25,032 visitors 	
                     opportunityawaits.com), Facebook page and Twitter account.         (June 28, 2012 - October 1, 2012);
                     Although the collection of tools are used to provide relevant    • Opportunityawaits.com received 21,030 unique visitors
                     and current content to job seekers, the agency aimed to inform     (June 28, 2012 - October 1, 2012);
                     its target audience (located in Seattle, Washington) by          • 1,274 social media referrals to opportunityawaits.com.
                     demystifying any misconceptions about Northern Alberta
                     with short brand messaging.




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                                                                                                                                                                                             13
KEY INSIGHTS
Tampa Bay Partnership
      Benefit: Defining Brand Attributes




Front Row Tampa Bay was an initiative by Tampa Bay Partnership in which the          In post-convention research that measured perceptions about the Tampa
agency hosted a live streaming webcast during the 2012 Republican National           Bay regional brand on 27 key attributes, it was discovered that all 27
Convention. With 17 hours of video content, the agency’s primary objectives          attributes registered an increase from the pre to the post-convention
were to promote the local business environment for investment attraction and         research, 15 of which saw significant improvement and there were no
to increase the positive perceptions of the eight county Tampa Bay region in         decreases.
the key economic development measures by those attending the convention.




Call: 1.514.443.2148	 |   Email: isabelle@intelegia.com | Visit: www.intelegia.com                        Call: 1.514.904.0872	 |   Email: isabelle@intelegia.com | Visit: www.intelegia.com 14
                                                                                                                                                                                           14
KEY INSIGHTS
Greater Phoenix
Economic Council
      Benefit: Defining Brand Message Reinforcement


To bring awareness to an initiative that dispute the United States International      To continue their efforts, the Greater Phoenix Economic Council pushed
Trade Commission’s tariffs of 24 percent or more on Chinese-made solar               content through the channels featured statements from CEO, Barry Broome,
cells and panels, Greater Phoenix Economic Council utilized their blog; Twitter      stressing how the commission’s decision could hamper the investment
and YouTube to disseminate their message of opposition to the tariffs. On            climate for the solar industry in Phoenix.
July 26th, 2012, the agency released a letter of protest and posted the link to
the document on their blog. To push the news about the letter, a tweet was
sent out and two news sources pick up the news to serve as the basis of the
own respective tweets. 	




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                                                                                                                                                                                           15
KEY INSIGHTS
Success doesn’t
always come easy for the top-ranked agencies.
They all have their own ongoing challenges to overcome in an attempt to be perfect.




Greater Halifax                                                                 Edmonton Economic       London Economic
Partnership                                                                     Development Corporation Development Corporation
Within the successful marketing team at Greater                                 The Edmonton Economic Development Corporation        With their sector specific approach to social media
Halifax Partnership, representatives face ongoing                               faces three main challenges in the form of i)        for investment attraction, London Economic
challenges in the form of i) ensuring that there is                             knowing whether the content that they are sharing    Development Corporation is faced with time management
enough relevant content on the selected social                                  timely and relevant information with their target    challenges. In order to reach established social
networks, ii) investing the right amount of time to                             audience, ii) reinforce to assigned individuals      marketing objectives, the agency has to ensure
build an audience and relationships, iii) be comfortable                        the importance of sharing relevant content and       that the right amount of time is spent executing
with the fact that not everything is going to be                                iii) how to best allocate its limited resources      strategies. To overcome this challenge, the agency
positive and iv) finding a role for new tools in the                            to ensure success on their chosen social             hired a social media coordinator.
current strategy.                                                               media tools.


                                                                                                                                     Tampa Bay Partnership
Hamilton Economic                                                               World Business Chicago                               The major challenge that Tampa Bay Partnership
Development                                                                     The main challenge that World Business Chicago
                                                                                has to contend with is how to efficiently and
                                                                                                                                     must deal as it continues marketing Tampa Bay via
                                                                                                                                     social media is attempting to define their audience
Hamilton Economic Development still tackles
                                                                                effectively engage with an array of different        to properly engage with relevant content.
challenges pertaining to resource allocation for
                                                                                audiences on social media. Even though the
their social media strategy in particularly human
                                                                                agency is connecting and supplying content with
resources and information technology. The agency’s
representatives expressed the need to have a
                                                                                existing and potential economic development          Greater Phoenix
sufficient amount of personnel to contribute to
                                                                                stakeholders, being relevant to other audience
                                                                                members on Twitter remains a hurdle to improving
                                                                                                                                     Economic Council
the agency’s social media efforts and getting                                                                                        Greater Phoenix Economic Council is assessing how
                                                                                the social media strategy.
personnel to use iPads to encourage accessing                                                                                        to allocate more resources to the marketing team to
and sharing information “on the go”.                                                                                                 ensure that their social media presence is maturing.




Call: 1.514.443.2148	 |   Email: isabelle@intelegia.com | Visit: www.intelegia.com                                             Call: 1.514.904.0872	 |   Email: isabelle@intelegia.com | Visit: www.intelegia.com 16
                                                                                                                                                                                                                16
RESULTS


                                                                                              3
                                                                                                   Invest Ottawa
                                                                                                          CEO, Bruce Lazenby,
                                                                                                          active Twitter user




                                                                                                           1
                                                                                                                      Greater Halifax Partnership
                                                                                                                                  CEO Paul Kent’s posts on
                                                                                                                                  SmartCity Blog
                     CANADA

                                    2



                                                                                                                  1
                                                 4                                                                              Hamilton Economic
                                                                                                      1                         Development
                                                                                              3                                             YouTube clip, “Wake Up From
                                                                                                                                            Your Commuting Nightmare”


  2
                     Edmonton Economic                                                    1
                     Development Corporation                                          5
                                 Facebook Timeline:
                                 Providing relevant content


                                                                                                                5
                                                                                                                                London Economic
                                                                                                                                Development Corporation


                                            4
                                                             Regina Regional                                                                YouTube clip, “Today Tonight in
                                                             Opporunities Commission                                                        London Canada”
                                                                        Twitter: High engagement
                                                                        levels with followers
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                                                                                                                                                                                                 17
RESULTS
   Hamilton Economic                                           Greater Halifax            Edmonton Economic                             Invest Ottawa
   Development                                                 Partnership                Development Corporation


                     84                                                         84                  73                                                   72
   Regina Regional                                              London Economic           Canada’s Technology                           Sherbrooke Innopole
   Opportunities Commision                                      Development Corporation   Triangle

                     70                                                         62                 60                                                    55
  Calgary Economic                                             Montreal                   Saskatoon Regional Economic                   Economic Development
  Development                                                  International              Devleopment Authority                         Winnipeg Inc.


                     49                                                         46                 40                                                    39
   Niagara Economic                                             Quebec International      VancouverEconomicCommission                   City of Barrie
   Development Corporation                                                                Development Corporation



                      38                                                        36                 35                                                   34
   Greater Toronto                                              City of Oshawa            Greater Victoria                              Windsor and Essex County
   Marketing Alliance                                                                     Development Agency                            Development Commission


                      33                                                             31            29                                                    29
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                                                                                                                                                                                           18
RESULTS



                                              USA                                         4                  1



                                                                                                                 1
                                                                                                                                 New York City Economic
                                                                                                                                 Development Corporation
                                                                                                                                             Tumblr blog: a news outlet for up
                                                                                                                                             to the minute developments in
                                                                                                                                             the city
                                    5


                                                                                 2
                                                                                                         3
                                                                                                                 4               World Business Chicago
                                                                                                                                            Twitter: Getting economic data
                                                                                                                                            out in 140 characters or less




  5
                     Greater Phoenix
                     Economic Council


                                                                                                                 3
                                 CEO, Barry Broome, sharing                                                                      Tampa Bay Partnership
                                 and engaging on Facebook
                                                                                                                                            CEO, Stuart Rogel,
                                                                                                                                            active Twitter user




                                                     2
                                                                      Greater Houston
                                                                      Partnership
                                                                                 Mobile application of
                                                                                 the website


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                                                                                                                                                                                                  19
RESULTS
   New York City Economic                                      Greater Houston               Tampa Bay                                        World Business
   Development Corporation                                     Partnership                   Partnership                                      Chicago

                      92                                                        64                      62                                                      61
   Greater Phoenix                                              Economic Alliance of         Invest Atlanta                                   Detroit Economic
   Economic Council                                             Greater Baltimore                                                             Growth Corporation

                      59                                                             51                49                                                      47
  Los Angeles Economic                                         San Diego Regional Economic   Minneapolis Saint-Paul Regional                  Boston Redevelopment
  Development Corporation                                      Development Corporation       EconomicDevelopmentPartnership                   Authority


                     44                                                         43                      42                                                    40
   The Beacon Council                                           Select Greater               Enterprise Seattle                               Riverside Office of Economic
                                                                                                                                              Development / San Bernardino
                                                                                                                                                             /
                                                                Philadelphia                                                                  Economic Development Agency


                      36                                                         35                     32                                       28                             11
   Dallas Office of                                             San Francisco Center for     St. Louis Development                            Greater Washington
   Economic Development                                         Economic Development         Corporation                                      Initiative

                      28                                                        23                      23                                                      10
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                                                                                                                                                                                                20
BEST PRACTICES




SITE SELECTION
TOOLS //
WEB 1.0
Economic development agenices that have a digital marketing strategy have an obligation to provide site selectors with meaningful intelligence to make
sound decisions. In order to do so, agencies need to understand what site selectors are looking for and how to package the information. Utilizing a compilation
of Web 1.0 tools, agencies can efficiently communicate what their region can offer to potential investors. Agencies that fail to have a clear and structured
approach to furnishing data that site selectors need to access easily run the risk of making it difficult to “get the ball rolling” in terms of facilitating
attracting investors.




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                                                                                                                                                                                        21
BEST PRACTICES
Minneapolis-Saint Paul
Regional Economic Development Partnership
      Benefit: Appearance of Link To Site Selection Section On Index Page




                                                                                     As seen in Figure 1, a tab dedicated to site selection professionals is
                                                                                     present on the index page of the Minneapolis-Saint Paul Regional Economic
                                                                                     Development Partnership website.

                                                                                     Site selectors that choose to click on the tab can quickly access tools and
                                                                                     data regarding:

                                                                                     • Major Industries & Companies
                                                                                     • Workforce
                                                                                     • Location & Transportation
                                                                                     • Maps
                                                                                     • Utilities
                                                                                     • Business Incentives
                                                                                     • Search Properties
                                                                                     • Innovation

                                                                                     Economic development agencies that fail to place their site selection portion
                                                                                     of their website “upfront and center” run the risk of not facilitating the primary
                                                                                     steps in attempting to attract investment, that is to provide information efficiently
                                                      fig. 1                         online to key decision makers.




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                                                                                                                                                                                              22
BEST PRACTICES
Greater Halifax Partnership
      Appearance of Contact Person Name for Site
      Selection Inquiry




                                                                                     A section for site selectors on an agency’s website should not only include
                                                                                     relevant data and information tool but it should be able to offer site selectors
                                                                                     the ability to connect with representatives that are responsible for investment
                                                                                     attraction activities. Figure 2 is a screenshot of the “Site Selection Services”
                                                                                     page on the Greater Halifax Partnership website.

                                                                                     Located on the right-hand side of the page is information on the agency’s
                                                                                     point of contact, Nancy Philips, Director of Business Development. Along
                                                                                     with her photo, the agency supplies three avenues to contact Nancy Philips:

                                                                                     • Via the phone
                                                                                     • Via email
                                                                                     • Via an inquiry form

                                                                                     Putting the contact information for the individual responsible for investment
                                                                                     attraction and business retention on the same page with site selection data
                                                                                     will make life easier for site selectors.

                                                      fig. 2




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                                                                                                                                                                                              23
BEST PRACTICES
New York City Economic
Development Corporation
      Age of Information for Site Selectors and Potential Investors




                                                                                     The ability to provide current information regarding a region is a very
                                                                                     powerful marketing strategy that economic development agencies can
                                                                                     take advantage of if they select to do so. Not only is an agency furnishing
                                                                                     updated data to potential investors but the information available on the
                                                                                     website can serve as a communications tool to show how well the region
                                                                                     is doing periodically.

                                                                                     Via its “Resources” section, the New York City Economic Development
                                                                                     Corporation (NYCEDC) allows site selectors and potential investors to read
                                                                                     a “wealth of statistics, economic data and analyses on New York City”. As
                                                                                     seen in Figure 3, the city’s Economic Snapshots reports are available on a
                                                                                     monthly basis.

                                                                                     Within each issue of the monthly report, the agency gives readers a look at
                                                                                     the different aspects that plays a role in the New York City economy (i.e.,
                                                                                     private employment, hotel occupancy rates and office vacancy rates).

                                                                                     Providing current data to site selectors about a region will aid in their
                                                                                     decision making process in terms of putting a location on their short list
                                                      fig. 3                         of potential places for their clients to invest.




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                                                                                                                                                                                           24
BEST PRACTICES
World Business Chicago
       Available Real Estate Database




Possessing an “easy-to-use” tool on an agency’s website to locate available real estate in a region can contribute to efforts to engage site selectors and
potential investors. Rather than visiting countless amount s of possible sites in person, some selectors prefer to begin their search online thanks to tools that
agencies supply.

                                                                                     World Business Chicago offers a site selector mapping tool that gives
                                                                                     individuals the capability to find available real estate in Chicago based on 15
                                                                                     amenities such as:

                                                                                     • Available Industrial Space
                                                                                     • Available Office / R&D Space
                                                                                     • Industrial Corridors
                                                                                     • Planned Manufacturing Districts (PMD)

                                                                                     In addition, the online tool permits individuals to filter results based on four
                                                                                     mappable incentive programs such as:
                                                                                     • Tax Increment Financing (TIF)
                                                                                     • TIFWorks Program
                                                                                     • Enterprise Zone
                                                                                     • New Markets Tax Credits (NMTC)

                                                                                     Figure 4 is a satellite view of the map that was generated by the agency’s
                                                                                     site selection mapping tool for available industrial space that would qualify
                                                                                     for the TIF Works Program for a company of 25 – 100 employees.
                                                      fig. 4                         Having an “easy to use” database of available real estate on an agency’s
                                                                                     website facilitate some of the “on the ground” work that site selectors would
                                                                                     like to avoid. Providing “time saving” intelligence can help in attracting site
                                                                                     selectors to consider a region.




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                                                                                                                                                                                             25
BEST PRACTICES
Hamilton Economic Development
      Search Engine Optimization on Google




Economic development agencies that depend on Google to be found by site selectors must have a coherent search engine marketing strategy in hopes to
be ranked on the first of results. Some agencies may select to have their indexed blog posts act like landing pages to push individuals to their site selection
section. There are a few agencies that rely on organic search results to capture the attention of information seekers.


                                                                                     Based on search queries with Google conducted on September 25th, 2012,
                                                                                     links leading to the Hamilton Economic Development website (i.e.,
                                                                                     investinhamiliton.ca and were found utilizing the following keywords:

                                                                                     •	     Hamilton + “Economic Development”
                                                                                     •	     Hamilton + “investment attraction”
                                                                                     •	     Hamilton + “invest in”
                                                                                     •	     Hamilton + “incentive”

                                                                                     Figures 5 to 8 illustrate the results that were found using the keywords listed
                                                                                     above.

                                                                                     To improve an agency’s organic search engine rankings, it is important that
                                                                                     the city’s name appear on webpages along with selected keywords that may
                                                                                     come to mind from a site selector’s point of view.




                                                    fig. 5-8




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                                                                                                                                                                                            26
BEST PRACTICES




SOCIAL MEDIA
TOOLS //
WEB 2.0
BLOGS                 Agencies that decide to have a blog as a part of the social media strategy have the ability to execute an efficient content marketing
plan. Only through an established content strategy that takes in account original content which can contribute to a convincing argument to investors why to
invest in their respective metropolitan areas. The ideal content strategy should take into account insights from representatives of the agency and not solely
copy from press releases and external links to other articles.




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                                                                                                                                                                                       27
BEST PRACTICES
Boston Redevelopment Authority
      Use of Tags




                                                                                     Boston Redevelopment Authority’s blog breaks the mold of a traditional
                                                                                     blog layout. Readers are given an index page of post titles along associated
                                                                                     images. To easily browse through the site, the agency offers tags on the
                                                                                     top of page where readers can click on to access relevant content for
                                                                                     their needs.

                                                                                     Figure 9 is a screen capture of the Boston Redevelopment Authority’s posts
                                                                                     that are labeled with the tag, “Business News”.

                                                                                     To help individuals find information quicker on the agency’s blog, consider
                                                                                     creating tags that best reflects the content and the city’s brand.




                                                      fig. 9




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                                                                                                                                                                                            28
BEST PRACTICES
New York City Economic
Development Corporation
      Content Strategy




                                                                                     The content strategy that is executed for the New York City Economic
                                                                                     Development Corporation’s blog is based upon curating unique content that
                                                                                     represents the city’s brand in terms of economic development initiatives.
                                                                                     Figure 10 is a post that was published on September 18th, 2012 highlighting
                                                                                     the agency’s visit to the South by Southwest (SXSW) annual event.

                                                                                     Readers of the post were able to obtain insights regarding:

                                                                                     • The evolution of NYC’s diverse tech sector
                                                                                     • The city’s booming innovation hub and game-changing
                                                                                       government investments
                                                                                     • The rapid startup growth over the past few years
                                                                                       and tech talent recruiting challenge

                                                                                     Adhering to a content strategy for blogging purposes will aid in keeping the
                                                                                     marketing tool sustainable and reinforce brand messaging.



                                                     fig. 10




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                                                                                                                                                                                           29
BEST PRACTICES




SOCIAL MEDIA
TOOLS //
WEB 2.0
FACEBOOK                         In February 2012, the social media giant introduced, Facebook Timeline. The new feature is composed of several changes
from an administrator and fans point of view. Agencies that use Facebook as the core of their digital market plan must deal with the specific modifications
that entail selecting an appropriate cover photo to brand the region and pinned posts to their timeline. 2




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                                                                                                                                                                                      30
BEST PRACTICES
Greater Phoenix Partnership
      Facebook Timeline Pins




Using the Facebook Timeline function, Greater Phoenix Partnership is able to document their accomplishments since their inception. Figure 11 and Figure 12
are the images that agency has pinned to their timeline. Figure 11 is a pin from 1995 documenting GPEC ranking in Top 10 Economic Development Organizations in
the World by Site Selection Magazine and Figure 12 announcing the location of DHL to Greater Phoenix marks GPEC’s 300th company that was located in
Phoenix in 2002.

Both pins can be very effective and efficient in communicating to potential investors and site selectors that Phoenix has a proven track record in terms of
attracting businesses to invest.




                                                      fig. 11                                                             fig. 12



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                                                                                                                                                                                        31
BEST PRACTICES
Greater Phoenix
Economic Council
      “The Social CEO”




                                                                                     Figure 13 is a screen capture of a post from Greater Phoenix Economic
                                                                                     Council’s CEO, Barry Broome Facebook Timeline. In the post, Broome shared
                                                                                     a link to a radio interview which he conducted with a local station on the
                                                                                     subject of the city’s growth compared to Las Vegas. The posted link led to 5
                                                                                     comments from the CEO’s friends and Broome himself making a statement
                                                                                     about how cities brand themselves.

                                                                                     Considering that there are few economic development officers that are on
                                                                                     and utilising Facebook for professional purposes, Broome can be highlighted
                                                                                     as a “Social CEO” for investment attraction.




                                                     fig. 13




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                                                                                                                                                                                            32
BEST PRACTICES




SOCIAL MEDIA
TOOLS //
WEB 2.0
TWITTER                   The simple design of Twitter allows users to push information to followers. The microblogging platform acts as an efficient one-
way broadcasting tool for some economic development agencies; however, some have yet to discover the possibilities of engaging regional’s stakeholders
and how tweets can contribute the reinforcement of branding initiatives. Moving forward, agencies should consider executing business-to-business Twitter
engagement strategies to prompt a more dynamic use of the social media application. 3




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                                                                                                                                                                                      33
BEST PRACTICES
London Economic
Development Corporation
      Engagement with Stakeholders




                                                                                     Figure 14 is a discussion on Twitter that took place on July 31st, 2012 between
                                                                                     the London Economic Development Corporation and Hudson Boat Works.

                                                                                     The engagement seen in the screencapture highlights how London Economic
                                                                                     Development Corporation is a great supporter of investors in the region
                                                                                     via retweeting an article regarding Hudson Boat Works. The exchange was
                                                                                     rather timely since the investor, Hudson Boat Works’ product (i.e. ribless racing
                                                                                     boats) was being used in the 2012 Summer Olympics in London, England.

                                                                                     Constant engagement with economic stakeholders on Twitter illustrates an
                                                                                     agency’s commitment to actively play a role in the growth of existing businesses
                                                                                     and potential investors in the region.




                                                     fig. 14




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                                                                                                                                                                                            34
BEST PRACTICES
New York City Economic
Development Corporation
      Use of Hashtags

With consistent use of hashtags, a city or region can either build or reinforce      To show how viral a hashtag can get on Twitter, Figure 16 is a screen capture
their brand or a specific economic development initiative. Figure 15 illustrates     of a Twitter search query for “#nytech” conducted on September 13th, 2012.
three tweets from New York City Economic Development Corporation’s
(NYCEDC) Twitter feed with three hashtags to focus on.                               Agencies must allow themselves to create hashtags for initiatives that will be
                                                                                     easy to remember and properly brand their region.
1) #LatAm2NYC - LatAm to NYC, the inaugural Latin American-focused
  program of NYCEDC’s World to NYC initiative, promotes trade and
  investment between New York City and Latin America
2) #Bronx – NYCEDC is attempting to position and brand the Bronx as
   a location for business incubators
3) #nytech – Branding for the New York City tech industry.




                                                     fig. 15                                                                  fig. 16



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                                                                                                                                                                                            35
BEST PRACTICES




      To understand the role of place branding,
        it is important to understand what a brand is and is not.
        In my experience, too many communities believe a brand is simply a logo and tagline.
        In reality, a brand is a promise. It sets an expectation of the experience an investor or resident will
        have if they choose to become part of your community. To be effective, the promise must be relevant,
        competitive and authentic. Branding is ensuring that promise is kept across as many touch points as
        possible and over time.

                                                                                                         Edward Burghard
                                                                                                         CEO, The Burghard Group




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                                                                                                                                                                     36
BEST PRACTICES




SOCIAL MEDIA
TOOLS //
WEB 2.0
YOUTUBE                    The video sharing platform is one of the most dynamic tools that marketers can use to promote a product or a service. Agencies
that choose to utilize YouTube to sell their region for business and investment retention and attraction purposes must abide by the following key elements
to ensure a solid presence on the platform.
					                              • The ability to be found via the search function
					                              • The ability to provide current content
					                              • A solid channel that contains a variety of videos that profiles a region




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                                                                                                                                                                                     37
BEST PRACTICES
The Beacon Council
      Search Engine Optimization




                                                                                     The Beacon Council, the Miami-Dade County’s official economic development
                                                                                     partnership dedicated to “bringing new, job-generating investments to the
                                                                                     community” has been pretty effective in appearing on the first page of
                                                                                     results of YouTube. For the following queries, the organization’s videos were
                                                                                     easily found (as of August 30th, 2012):

                                                                                     • Name of city + keyword, “invest” + United States
                                                                                     • Name of city + keyword, “economic development” +
                                                                                       United States
                                                                                     • Name of city + keyword, “investment” + United States

                                                                                     Figure 17 provides a screenshot of the results for Miami + keyword,
                                                                                     “economic development” + United States

                                                                                     To avoid being behind a set of cluttered results, agencies should attempt to be
                                                                                     consistent with keywords when uploading content to the video sharing platform.



                                                     fig. 17




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                                                                                                                                                                                             38
BEST PRACTICES
London Economic
Development Corporation
      Brand Reinforcement




                                                                                     Figure 18 is a screenshot of London Economic Development Corporation’s
                                                                                     “Today Tonight in London Canada” video on YouTube.

                                                                                     Released in June 2012, the clip is able to reinforce the city’s brand identify
                                                                                     as being a diverse location when it comes to working in different sectors during
                                                                                     the day and by night, a pretty cool place to live with a dynamic night life. From
                                                                                     an investment and talent attraction perspective, this video is quite powerful in
                                                                                     terms of conveying reasons to select London, Ontario to “invest, work and play”.

                                                                                     With a solid branding and content strategy, agencies can create powerful YouTube
                                                                                     clips that can vividly illustrate the key benefits of a region for investment and
                                                                                     talent attraction.




                                                     fig. 18




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                                                                                                                                                                                            39
BEST PRACTICES




SOCIAL MEDIA
TOOLS //
WEB 2.0
LINKEDIN                     Via the business social network, agencies are supplied with a variety of marketing avenues that can play key role in a city’s
investment attraction framework. From a complete professional profile to customized tabs from an agency’s company profile, activity on LinkedIn will aid
in engaging decision makers when it comes to considering possible regions to invest in. Agencies that fail to have a solid presence on LinkedIn will make it
difficult to execute an integrated digital media strategy for any economic development initiatives.




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                                                                                                                                                                                      40
BEST PRACTICES
San Diego Regional Economic
Development Corporation
      Company Updates




                                                                                     Figure 19 is a portion of the San Diego Regional Economic Development
                                                                                     Corporation LinkedIn Company profile where the agency’s updates are
                                                                                     stored.

                                                                                     These updates are automatically sent out to appear in the follower’s news
                                                                                     feed. As a result, the agency’s push marketing strategy to site selectors
                                                                                     and potential investors is supported with the efforts on LinkedIn using
                                                                                     the company update feature.




                                                     fig. 19




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                                                                                                                                                                                            41
BEST PRACTICES
Greater Halifax Partnership //
Montreal International
      Use of “Service” Tab

Along with the default company profile that economic development                     ii) Montreal International
agencies have selected to post on LinkedIn, two benchmarked agencies                 To reach out to a bilingual audience, Montreal International has provided descriptions
have supplemented their profiles with additional promotional with adding a           of services in French and English. Figure 21 is the agency’s page on LinkedIn
customized “Services” tab.                                                           promoting its “Sélection de site (Données et conseil) / Site Selection (Data
                                                                                     and consulting)” service.
i) Greater Halifax Partnership
Figure 20 presents the content that is available underneath the “Services”           Agencies that fail to recognize the LinkedIn’s features to post content on
tab. By browsing through the list of services, clients can learn more about          their corporate profile on a systematic basis are missing the opportunities
how the agency can facilitate the investment attraction process and read             to reach and engage with their targeted audience as a part of their digital
existing recommendations.                                                            marketing strategy.




                                                    fig. 20                                                                      fig. 21



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                                                                                                                                                                                              42
BEST PRACTICES




SOCIAL MEDIA
TOOLS //
WEB 2.0
SLIDESHARE                        Known as the YouTube for presentations and other documents, Slideshare can be used to publish and share information
regarding a region for economic development initiatives. In addition, having a presence on Slideshare can reinforce an agency’s search engine optimization
strategy for Google.




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                                                                                                                                                                                    43
BEST PRACTICES
Greater Halifax Partnership
      Offering Strategic Intelligence




                                                                                     Via Greater Halifax Partnership’s Slideshare account, economic development
                                                                                     stakeholders can access a great amount of strategic intelligence. By reading
                                                                                     the information that is stored in the presentations placed on the platform,
                                                                                     site selectors and potential investors can align their objectives with the strategic
                                                                                     goals of the agency. Figure 22 is a screen capture of the presentations on
                                                                                     the Greater Halifax Partnership’s Slideshare account page.




                                                     fig. 22




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                                                                                                                                                                                             44
BEST PRACTICES
Sherbrooke Innopole
      Sharing After Events




                                                                                     Based on the number of files that are uploaded to the Sherbrooke Innopole
                                                                                     account, the agency is doing a great job of posting presentations after
                                                                                     industry events. Figure 23 is a screen capture of the agency’s account
                                                                                     with 53 presentations.

                                                                                     As a component of a content marketing strategy, agencies should be
                                                                                     proactive in sharing updated information on other platforms beside their
                                                                                     website. Sharing platforms such as Slideshare maybe an outlet where site
                                                                                     selectors will continue their search for decision making data. Slideshare
                                                                                     provides a pretty powerful dashboard with analytics with data that can be
                                                                                     used to target individuals who are reading the agency’s documents.




                                                    fig. 23




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                                                                                                                                                                                          45
BEST PRACTICES




MOBILE
APPLICATIONS //
Gartner, the leading information technology research and advisory company, expects that companies will shift their marketing budgets to mobile channels
and experiment with cutting-edge apps to capture marketing and sales opportunities. 4 While economic development agencies do not have the big budgets
as large brands do, it is important for agencies to understand that the shift is happening. The shift of placing content on platforms where decision-makers
can access it via smartphones and tablets should lead agencies to think about what tools and functionalities they can offer in a mobile environment. It may
not be sufficient enough to place all existing content on the agency’s website onto a platform that just formats data for smartphones. 5




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                                                                                                                                                                                    46
BEST PRACTICES
Greater Houston Partnership

                                         Via its mobile application, Greater Houston Partnership offers an easy way to navigate through an
                                         abundance of site selection related information. As seen in Figure 24, the menu is straightforward and
                                         provides a list of all key economic development contacts at the agency.




                                                                                     fig. 24



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                                                                                                                                                                                                    47
2012 Canadian American Cities Online Marketing Index©
2012 Canadian American Cities Online Marketing Index©
2012 Canadian American Cities Online Marketing Index©
2012 Canadian American Cities Online Marketing Index©
2012 Canadian American Cities Online Marketing Index©
2012 Canadian American Cities Online Marketing Index©
2012 Canadian American Cities Online Marketing Index©
2012 Canadian American Cities Online Marketing Index©
2012 Canadian American Cities Online Marketing Index©
2012 Canadian American Cities Online Marketing Index©
2012 Canadian American Cities Online Marketing Index©
2012 Canadian American Cities Online Marketing Index©
2012 Canadian American Cities Online Marketing Index©
2012 Canadian American Cities Online Marketing Index©
2012 Canadian American Cities Online Marketing Index©
2012 Canadian American Cities Online Marketing Index©
2012 Canadian American Cities Online Marketing Index©
2012 Canadian American Cities Online Marketing Index©
2012 Canadian American Cities Online Marketing Index©
2012 Canadian American Cities Online Marketing Index©

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2012 Canadian American Cities Online Marketing Index©

  • 1. CITIES • ONLINE • MARKETING • INDEX Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 1
  • 2. ©2012. Intelegia Group. All rights reserved. The Canadian American Cities Online Marketing Index report is prepared from sources and data which Intelegia believes to be reliable and accurate, but we make no representation as to its accuracy or completeness. The report is provided solely for informational purposes and is not to be construed as providing advice, recommendations, representations or warranties of any kind whatsoever. Opinions and information provided are made as of the date of the report’s publication and are subject to change without notice. Intelegia disclaims any liability for errors or omissions therein. Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 2
  • 3. TABLE OF CONTENTS 04 Preamble 06 Context 08 Key Insights 17 Results 21 Best Practices Site Selection Tools - Web 1.0 Social Media Tools - Web 2.0 Mobile Applications Elsewhere In North America 57 Planning Points 60 Final Thoughts 62 Methodology 63 Frequently Asked Questions 64 About Intelegia 65 About The Authors 66 Bibliography Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 3
  • 4. PREAMBLE Why in the world should economic development agencies bother about social media when they execute their investment attraction and retention strategy? Over the last four years, we have monitored on an ongoing basis the use of social media in economic development to blog about the best practices in the field. We have also conducted Think about it. interviews with agencies’ communications and marketing executives. We have trained hundreds • Twitter is the most popular social media tool of economic development officers (EDOs) in among the agencies in Canada and in the Canada and in the United States. To conclude, United States. 85% of agencies are using we have performed an annual benchmark which the micro-blogging site, followed by LinkedIn translates in the Intelegia’s Online Marketing Index. which is used by 85% of Canadian agencies and by 80% of American agencies. EDOs are now split in three categories: a) Early adopters (i.e., EDOs that have solid engagement • Between 2011 and 2012, the addition of a strategies on various platforms), b) Late comers mobile site went from 10% to 25% for (i.e. EDOs still attempting to engage their audience Canadian agencies. on a selected amount of applications) and c) Status quo agencies (EDOs that are applying classic • American agencies consider Facebook as a marketing tools and approaches). If every agency valuable tool, since 80% of them have a in the first two categories is now embracing the Facebook Page.. applications, then they are not equal in their expertise and best practices. Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | 4 Email: isabelle@intelegia.com | Visit: www.intelegia.com 4
  • 5. PREAMBLE Some CEOs are knowledgeable of how social the 12 factors influencing site selectors, “Existing base of skilled talent to select the best employees. media come into play with investors and site relationships with economic development officials” As a result, agencies must consider how they selectors to raise the awareness of their region and “News stories about community” were can use their existing social media infrastructure and brand, to identify prospects and secure ranked in the top 6 replies. 1 With this being to attract and keep qualified talent. Competing investment and inspire trust. Kudos to Paul Kent said, agencies must understand that social with neighboring cities or regions for skilled in Halifax, Bruce Lanzenby in Ottawa, Stuart Rogel media applications do accelerate the process workers means agencies must formulate a digital in Tampa Bay and Barry Broome in Phoenix for of these two factors. Linkedin as the primary marketing strategy to reach and convince embracing social media; however, they still do tool to connect, share and engage for business individuals that their respective location is the not represent the majority. Could one reason be purposes and Twitter as the number one social best choice to work and live. This entails clearly that EDOs often have a hard time understanding media tool used by traditional media outlets to illustrating the key location factors to individuals how they can isolate the role and value of social monitor news confirms the shifts in communicating looking for employment and at the same time, marketing in their investment attraction successes? and conducting research via the web. engaging companies interested in investing in the region. This year, Atlas Advertising, an American advertising We have witnessed that a few agencies have agency specializing in economic development gone a step further in using social media. With and site selection, published “High Performance the priority of attracting skilled talent, these Economic Development: How Technology and agencies have decided to use their social media Outcome-Based Metrics Will Save Economic tools and online presence to promote talent Development Investment and Promotion As We attraction initiatives. Cities will be unable to Know It” report and uncovered that amongst attract and retain companies without a sufficient What we aspire to do with this report is to showcase how leading economic development agencies in Canada and in the United States are using social media in their marketing mix and what they were able to accomplish. It is our hope that more EDOs will realize the value of implementing a digital marketing strategy for their investment attraction and business retention needs. Isabelle Poirier Founder of Intelegia Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | 5 Email: isabelle@intelegia.com | Visit: www.intelegia.com 5
  • 6. CONTEXT Why the need for Over the past three years, the authors of the Canadian Cities Online Marketing Index© have an expanded index this year? witnessed the following: 1 2 Economic development agencies that were quick Economic development agencies from large to adopt social media applications to marketing cities in Canada can no longer ignore the their regions for investment attraction purposes branding and communication benefits of having have continued their efforts. By being the first a complete digital marketing presence. These few that understood the impact on their respec- cities which have been “late comers” to the tive communications strategies, agencies will new realities of online marketing have shown have a competitive advantage over other agen- signs of progress; however, they must comprehend cies that have been slow to adopt tools such as fundamental approaches to engage with their Facebook, Twitter and YouTube and to utilize target audiences that include potential investors them in an efficient manner. As a result, there is and site selectors. a clear imbalance between agencies which wish to continue to market their regions as they did a decade ago and those which have embraced a web 2.0 culture. Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | 6 Email: isabelle@intelegia.com | Visit: www.intelegia.com 6
  • 7. CONTEXT Both groups of agencies in Canada do not operate With the help from selected economic development in a vacuum and must contend for investment professionals via their insights regarding the dollars in large and innovative cities in the importance of strong branding, readers of this United States. report will have an understanding of: Understanding the dynamics at play when How branding is essential to break through the attempting to promote a region for investment clutter in the digital space to connect with key attraction and business retention on a larger decision makers with regards to investment scale, Intelegia decided to examine how 41* opportunities. agencies from large cities (based on population) were using digital marketing applications to The need to have a branding strategy to reinforce convince potential investors and site selectors the benefits of investing in a specific location that their city is the only location to invest in. especially when neighboring jurisdictions can easily claim and communicate the same Although this benchmark report evaluates benefits. the basic use of a variety of digital marketing tools by the agencies, close attention was paid The input in the form of comments from the to how the cities are able to illustrate their chosen economic development professionals respective brands. are mentioned throughout this report. * 41 agencies were reviewed for the 40 metropolitan statistical areas since the metropolitan statistical area of Riverside-San Bernardino-Ontario, CA is comprised of two economic development agencies: San Bernardino Economic Development Agency and Riverside Office of Economic Development. Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | 7 Email: isabelle@intelegia.com | Visit: www.intelegia.com 7
  • 8. KEY INSIGHTS To complement Intelegia’s benchmark exercise for this report, the co-authors had the opportunity to interview the representatives at some of the top ranked agencies from Canada and United States to gain further insights into their approach of using digital marketing tools. Top ranked agencies have taken a risk of using social media to strategically brand their city for economic development initiatives and it has paid off. Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | 8 Email: isabelle@intelegia.com | Visit: www.intelegia.com 8
  • 9. KEY INSIGHTS Greater Halifax Partnership Benefit: Viral Branding Effect Greater Halifax Partnership has been able to foreign direct investment location with a strong From a talent retention point of view, the agency enhance its community’s capacity to attract and brand. In addition, the tools are great avenues to leveraged its social media tools by promoting a expand foreign direct investment by making their collect information on potential investors. Potential UPS Canada job fair in July 2012. This effort assisted investment attraction content easily accessible investors enter their contact information (i.e., in UPS Canada recruiting the right personnel and and shareable. The accessibility of investment phone number and email address) to gain further ultimately played an instrumental role in selecting attraction materials (i.e., Why Halifax investment information. These leads are then logged by the Halifax as a location to open an office as a part of video on iTunes, YouTube, website and Facebook agency’s team, contacted and promptly provided the company’s Atlantic Canada expansion plans. page, four sector podcasts on Libsyn, iTunes, and with additional customized information. In 2011-12, UPS Canada is looking to fill over 100 positions an ebrochure tool) enables partners and online Greater Halifax Partnership received 237 requests in Halifax. communities to share and embed content for their for information (most electronically). As a result of own trade missions, location and expansion activities. those requests, the agency identified 12 business development leads with the potential for 2,263 Such tools enable the agency to build an online new jobs. Four leads were closed and 419 jobs network of champions promoting Halifax as a were created. Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | 9 Email: isabelle@intelegia.com | Visit: www.intelegia.com 9
  • 10. KEY INSIGHTS Hamilton Economic Development Benefit: Earned Media and the Viral Effect Via their YouTube Channel, Hamilton Economic Development unveiled in August Using the local press outlet, the agency was able to leverage the exposure to 2012, “Wake Up From Your Commuting Nightmare”, an animated short designed brand the city of Hamilton as the location to do business without the hassles to market and brand Hamilton as a viable live/work choice to those on of commuting from and to Toronto. Within a day, the CBC Hamilton story got the endless commute to Toronto. Without any form of advertisements, picked up by “Daily Brew”, a Yahoo Canada News daily blog. The video has the animated film got noticed by the local television station, CBC Hamilton, been viewed 5,400 times on YouTube in three months. which is very selective when it comes to picking up feeds from news sources. Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 10 10
  • 11. KEY INSIGHTS World Business Chicago Benefit: Brand Awareness In October 2012, World Business Chicago (WBC) Prior to, during and after the event, WBC utilized Twitter and Facebook. In addition, WBC engaged co-hosted the inaugural Chicago After Hours talent Twitter via @WorldBizChicago and #AftrHrs to influencers at the UofI. WBC also interacted with the recruiting event at the University of Illinois’ College of showcase the city. By providing hashtags, handles Mayor’s Office in order to engage additional Engineering in Urbana (UofI), a landmark event that and content ideas to all of the companies in audiences. The panel discussion was streamed live brought Chicago Mayor Rahm Emanuel and 39 of the attendance, the organization was able to create a via the Mayor’s Office and the University of Illinois city’s tech companies to the campus to accelerate social dialogue that raised brand awareness for websites. the momentum and buzz about Chicago. Chicago and its burgeoning tech community on Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | 11 Email: isabelle@intelegia.com | Visit: www.intelegia.com 11
  • 12. KEY INSIGHTS London Economic Development Corporation Benefit: Workforce and Company Retention To support labour retention strategy specifically for technology sector in London, Ontario, London Economic Development Corporation launched the digital marketing campaign in April 2012. The campaign is composed of a website, www.london- techjobs.ca and a Twitter account, @LdnTechJobs to efficiently engage with agency’s target audience rather than using traditional newspaper advertisements. Since the launch of the campaign, the agency has successfully retained a handful of IT and ICT companies that were struggling to grow in London. The case of Digital Extremes, a digital interactive game development company founded in London can be highlighted as a success story for the agency. The company selected to stay and grow in London based on several cost competitive advantages and with the agency’s efforts to attract talent. The company closed their Toronto office and decided to expand and invest in London. Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 12 12
  • 13. KEY INSIGHTS Edmonton Economic Development Corporation Benefit: Workforce Attraction In July 2012, Edmonton Economic Development Corporation Some of the results from the campaign include: launched a labour attraction initiative that was support by a • 1,130 job applications were received; digital marketing presence in the form of the website (www. • Opportunityawaits.com received 25,032 visitors opportunityawaits.com), Facebook page and Twitter account. (June 28, 2012 - October 1, 2012); Although the collection of tools are used to provide relevant • Opportunityawaits.com received 21,030 unique visitors and current content to job seekers, the agency aimed to inform (June 28, 2012 - October 1, 2012); its target audience (located in Seattle, Washington) by • 1,274 social media referrals to opportunityawaits.com. demystifying any misconceptions about Northern Alberta with short brand messaging. Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 13 13
  • 14. KEY INSIGHTS Tampa Bay Partnership Benefit: Defining Brand Attributes Front Row Tampa Bay was an initiative by Tampa Bay Partnership in which the In post-convention research that measured perceptions about the Tampa agency hosted a live streaming webcast during the 2012 Republican National Bay regional brand on 27 key attributes, it was discovered that all 27 Convention. With 17 hours of video content, the agency’s primary objectives attributes registered an increase from the pre to the post-convention were to promote the local business environment for investment attraction and research, 15 of which saw significant improvement and there were no to increase the positive perceptions of the eight county Tampa Bay region in decreases. the key economic development measures by those attending the convention. Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 14 14
  • 15. KEY INSIGHTS Greater Phoenix Economic Council Benefit: Defining Brand Message Reinforcement To bring awareness to an initiative that dispute the United States International To continue their efforts, the Greater Phoenix Economic Council pushed Trade Commission’s tariffs of 24 percent or more on Chinese-made solar content through the channels featured statements from CEO, Barry Broome, cells and panels, Greater Phoenix Economic Council utilized their blog; Twitter stressing how the commission’s decision could hamper the investment and YouTube to disseminate their message of opposition to the tariffs. On climate for the solar industry in Phoenix. July 26th, 2012, the agency released a letter of protest and posted the link to the document on their blog. To push the news about the letter, a tweet was sent out and two news sources pick up the news to serve as the basis of the own respective tweets. Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 15 15
  • 16. KEY INSIGHTS Success doesn’t always come easy for the top-ranked agencies. They all have their own ongoing challenges to overcome in an attempt to be perfect. Greater Halifax Edmonton Economic London Economic Partnership Development Corporation Development Corporation Within the successful marketing team at Greater The Edmonton Economic Development Corporation With their sector specific approach to social media Halifax Partnership, representatives face ongoing faces three main challenges in the form of i) for investment attraction, London Economic challenges in the form of i) ensuring that there is knowing whether the content that they are sharing Development Corporation is faced with time management enough relevant content on the selected social timely and relevant information with their target challenges. In order to reach established social networks, ii) investing the right amount of time to audience, ii) reinforce to assigned individuals marketing objectives, the agency has to ensure build an audience and relationships, iii) be comfortable the importance of sharing relevant content and that the right amount of time is spent executing with the fact that not everything is going to be iii) how to best allocate its limited resources strategies. To overcome this challenge, the agency positive and iv) finding a role for new tools in the to ensure success on their chosen social hired a social media coordinator. current strategy. media tools. Tampa Bay Partnership Hamilton Economic World Business Chicago The major challenge that Tampa Bay Partnership Development The main challenge that World Business Chicago has to contend with is how to efficiently and must deal as it continues marketing Tampa Bay via social media is attempting to define their audience Hamilton Economic Development still tackles effectively engage with an array of different to properly engage with relevant content. challenges pertaining to resource allocation for audiences on social media. Even though the their social media strategy in particularly human agency is connecting and supplying content with resources and information technology. The agency’s representatives expressed the need to have a existing and potential economic development Greater Phoenix sufficient amount of personnel to contribute to stakeholders, being relevant to other audience members on Twitter remains a hurdle to improving Economic Council the agency’s social media efforts and getting Greater Phoenix Economic Council is assessing how the social media strategy. personnel to use iPads to encourage accessing to allocate more resources to the marketing team to and sharing information “on the go”. ensure that their social media presence is maturing. Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 16 16
  • 17. RESULTS 3 Invest Ottawa CEO, Bruce Lazenby, active Twitter user 1 Greater Halifax Partnership CEO Paul Kent’s posts on SmartCity Blog CANADA 2 1 4 Hamilton Economic 1 Development 3 YouTube clip, “Wake Up From Your Commuting Nightmare” 2 Edmonton Economic 1 Development Corporation 5 Facebook Timeline: Providing relevant content 5 London Economic Development Corporation 4 Regina Regional YouTube clip, “Today Tonight in Opporunities Commission London Canada” Twitter: High engagement levels with followers Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 17 17
  • 18. RESULTS Hamilton Economic Greater Halifax Edmonton Economic Invest Ottawa Development Partnership Development Corporation 84 84 73 72 Regina Regional London Economic Canada’s Technology Sherbrooke Innopole Opportunities Commision Development Corporation Triangle 70 62 60 55 Calgary Economic Montreal Saskatoon Regional Economic Economic Development Development International Devleopment Authority Winnipeg Inc. 49 46 40 39 Niagara Economic Quebec International VancouverEconomicCommission City of Barrie Development Corporation Development Corporation 38 36 35 34 Greater Toronto City of Oshawa Greater Victoria Windsor and Essex County Marketing Alliance Development Agency Development Commission 33 31 29 29 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 18 18
  • 19. RESULTS USA 4 1 1 New York City Economic Development Corporation Tumblr blog: a news outlet for up to the minute developments in the city 5 2 3 4 World Business Chicago Twitter: Getting economic data out in 140 characters or less 5 Greater Phoenix Economic Council 3 CEO, Barry Broome, sharing Tampa Bay Partnership and engaging on Facebook CEO, Stuart Rogel, active Twitter user 2 Greater Houston Partnership Mobile application of the website Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 19 19
  • 20. RESULTS New York City Economic Greater Houston Tampa Bay World Business Development Corporation Partnership Partnership Chicago 92 64 62 61 Greater Phoenix Economic Alliance of Invest Atlanta Detroit Economic Economic Council Greater Baltimore Growth Corporation 59 51 49 47 Los Angeles Economic San Diego Regional Economic Minneapolis Saint-Paul Regional Boston Redevelopment Development Corporation Development Corporation EconomicDevelopmentPartnership Authority 44 43 42 40 The Beacon Council Select Greater Enterprise Seattle Riverside Office of Economic Development / San Bernardino / Philadelphia Economic Development Agency 36 35 32 28 11 Dallas Office of San Francisco Center for St. Louis Development Greater Washington Economic Development Economic Development Corporation Initiative 28 23 23 10 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 20 20
  • 21. BEST PRACTICES SITE SELECTION TOOLS // WEB 1.0 Economic development agenices that have a digital marketing strategy have an obligation to provide site selectors with meaningful intelligence to make sound decisions. In order to do so, agencies need to understand what site selectors are looking for and how to package the information. Utilizing a compilation of Web 1.0 tools, agencies can efficiently communicate what their region can offer to potential investors. Agencies that fail to have a clear and structured approach to furnishing data that site selectors need to access easily run the risk of making it difficult to “get the ball rolling” in terms of facilitating attracting investors. Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 21 21
  • 22. BEST PRACTICES Minneapolis-Saint Paul Regional Economic Development Partnership Benefit: Appearance of Link To Site Selection Section On Index Page As seen in Figure 1, a tab dedicated to site selection professionals is present on the index page of the Minneapolis-Saint Paul Regional Economic Development Partnership website. Site selectors that choose to click on the tab can quickly access tools and data regarding: • Major Industries & Companies • Workforce • Location & Transportation • Maps • Utilities • Business Incentives • Search Properties • Innovation Economic development agencies that fail to place their site selection portion of their website “upfront and center” run the risk of not facilitating the primary steps in attempting to attract investment, that is to provide information efficiently fig. 1 online to key decision makers. Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 22 22
  • 23. BEST PRACTICES Greater Halifax Partnership Appearance of Contact Person Name for Site Selection Inquiry A section for site selectors on an agency’s website should not only include relevant data and information tool but it should be able to offer site selectors the ability to connect with representatives that are responsible for investment attraction activities. Figure 2 is a screenshot of the “Site Selection Services” page on the Greater Halifax Partnership website. Located on the right-hand side of the page is information on the agency’s point of contact, Nancy Philips, Director of Business Development. Along with her photo, the agency supplies three avenues to contact Nancy Philips: • Via the phone • Via email • Via an inquiry form Putting the contact information for the individual responsible for investment attraction and business retention on the same page with site selection data will make life easier for site selectors. fig. 2 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 23 23
  • 24. BEST PRACTICES New York City Economic Development Corporation Age of Information for Site Selectors and Potential Investors The ability to provide current information regarding a region is a very powerful marketing strategy that economic development agencies can take advantage of if they select to do so. Not only is an agency furnishing updated data to potential investors but the information available on the website can serve as a communications tool to show how well the region is doing periodically. Via its “Resources” section, the New York City Economic Development Corporation (NYCEDC) allows site selectors and potential investors to read a “wealth of statistics, economic data and analyses on New York City”. As seen in Figure 3, the city’s Economic Snapshots reports are available on a monthly basis. Within each issue of the monthly report, the agency gives readers a look at the different aspects that plays a role in the New York City economy (i.e., private employment, hotel occupancy rates and office vacancy rates). Providing current data to site selectors about a region will aid in their decision making process in terms of putting a location on their short list fig. 3 of potential places for their clients to invest. Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 24 24
  • 25. BEST PRACTICES World Business Chicago Available Real Estate Database Possessing an “easy-to-use” tool on an agency’s website to locate available real estate in a region can contribute to efforts to engage site selectors and potential investors. Rather than visiting countless amount s of possible sites in person, some selectors prefer to begin their search online thanks to tools that agencies supply. World Business Chicago offers a site selector mapping tool that gives individuals the capability to find available real estate in Chicago based on 15 amenities such as: • Available Industrial Space • Available Office / R&D Space • Industrial Corridors • Planned Manufacturing Districts (PMD) In addition, the online tool permits individuals to filter results based on four mappable incentive programs such as: • Tax Increment Financing (TIF) • TIFWorks Program • Enterprise Zone • New Markets Tax Credits (NMTC) Figure 4 is a satellite view of the map that was generated by the agency’s site selection mapping tool for available industrial space that would qualify for the TIF Works Program for a company of 25 – 100 employees. fig. 4 Having an “easy to use” database of available real estate on an agency’s website facilitate some of the “on the ground” work that site selectors would like to avoid. Providing “time saving” intelligence can help in attracting site selectors to consider a region. Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 25 25
  • 26. BEST PRACTICES Hamilton Economic Development Search Engine Optimization on Google Economic development agencies that depend on Google to be found by site selectors must have a coherent search engine marketing strategy in hopes to be ranked on the first of results. Some agencies may select to have their indexed blog posts act like landing pages to push individuals to their site selection section. There are a few agencies that rely on organic search results to capture the attention of information seekers. Based on search queries with Google conducted on September 25th, 2012, links leading to the Hamilton Economic Development website (i.e., investinhamiliton.ca and were found utilizing the following keywords: • Hamilton + “Economic Development” • Hamilton + “investment attraction” • Hamilton + “invest in” • Hamilton + “incentive” Figures 5 to 8 illustrate the results that were found using the keywords listed above. To improve an agency’s organic search engine rankings, it is important that the city’s name appear on webpages along with selected keywords that may come to mind from a site selector’s point of view. fig. 5-8 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 26 26
  • 27. BEST PRACTICES SOCIAL MEDIA TOOLS // WEB 2.0 BLOGS Agencies that decide to have a blog as a part of the social media strategy have the ability to execute an efficient content marketing plan. Only through an established content strategy that takes in account original content which can contribute to a convincing argument to investors why to invest in their respective metropolitan areas. The ideal content strategy should take into account insights from representatives of the agency and not solely copy from press releases and external links to other articles. Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 27 27
  • 28. BEST PRACTICES Boston Redevelopment Authority Use of Tags Boston Redevelopment Authority’s blog breaks the mold of a traditional blog layout. Readers are given an index page of post titles along associated images. To easily browse through the site, the agency offers tags on the top of page where readers can click on to access relevant content for their needs. Figure 9 is a screen capture of the Boston Redevelopment Authority’s posts that are labeled with the tag, “Business News”. To help individuals find information quicker on the agency’s blog, consider creating tags that best reflects the content and the city’s brand. fig. 9 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 28 28
  • 29. BEST PRACTICES New York City Economic Development Corporation Content Strategy The content strategy that is executed for the New York City Economic Development Corporation’s blog is based upon curating unique content that represents the city’s brand in terms of economic development initiatives. Figure 10 is a post that was published on September 18th, 2012 highlighting the agency’s visit to the South by Southwest (SXSW) annual event. Readers of the post were able to obtain insights regarding: • The evolution of NYC’s diverse tech sector • The city’s booming innovation hub and game-changing government investments • The rapid startup growth over the past few years and tech talent recruiting challenge Adhering to a content strategy for blogging purposes will aid in keeping the marketing tool sustainable and reinforce brand messaging. fig. 10 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 29 29
  • 30. BEST PRACTICES SOCIAL MEDIA TOOLS // WEB 2.0 FACEBOOK In February 2012, the social media giant introduced, Facebook Timeline. The new feature is composed of several changes from an administrator and fans point of view. Agencies that use Facebook as the core of their digital market plan must deal with the specific modifications that entail selecting an appropriate cover photo to brand the region and pinned posts to their timeline. 2 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 30 30
  • 31. BEST PRACTICES Greater Phoenix Partnership Facebook Timeline Pins Using the Facebook Timeline function, Greater Phoenix Partnership is able to document their accomplishments since their inception. Figure 11 and Figure 12 are the images that agency has pinned to their timeline. Figure 11 is a pin from 1995 documenting GPEC ranking in Top 10 Economic Development Organizations in the World by Site Selection Magazine and Figure 12 announcing the location of DHL to Greater Phoenix marks GPEC’s 300th company that was located in Phoenix in 2002. Both pins can be very effective and efficient in communicating to potential investors and site selectors that Phoenix has a proven track record in terms of attracting businesses to invest. fig. 11 fig. 12 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 31 31
  • 32. BEST PRACTICES Greater Phoenix Economic Council “The Social CEO” Figure 13 is a screen capture of a post from Greater Phoenix Economic Council’s CEO, Barry Broome Facebook Timeline. In the post, Broome shared a link to a radio interview which he conducted with a local station on the subject of the city’s growth compared to Las Vegas. The posted link led to 5 comments from the CEO’s friends and Broome himself making a statement about how cities brand themselves. Considering that there are few economic development officers that are on and utilising Facebook for professional purposes, Broome can be highlighted as a “Social CEO” for investment attraction. fig. 13 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 32 32
  • 33. BEST PRACTICES SOCIAL MEDIA TOOLS // WEB 2.0 TWITTER The simple design of Twitter allows users to push information to followers. The microblogging platform acts as an efficient one- way broadcasting tool for some economic development agencies; however, some have yet to discover the possibilities of engaging regional’s stakeholders and how tweets can contribute the reinforcement of branding initiatives. Moving forward, agencies should consider executing business-to-business Twitter engagement strategies to prompt a more dynamic use of the social media application. 3 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 33 33
  • 34. BEST PRACTICES London Economic Development Corporation Engagement with Stakeholders Figure 14 is a discussion on Twitter that took place on July 31st, 2012 between the London Economic Development Corporation and Hudson Boat Works. The engagement seen in the screencapture highlights how London Economic Development Corporation is a great supporter of investors in the region via retweeting an article regarding Hudson Boat Works. The exchange was rather timely since the investor, Hudson Boat Works’ product (i.e. ribless racing boats) was being used in the 2012 Summer Olympics in London, England. Constant engagement with economic stakeholders on Twitter illustrates an agency’s commitment to actively play a role in the growth of existing businesses and potential investors in the region. fig. 14 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 34 34
  • 35. BEST PRACTICES New York City Economic Development Corporation Use of Hashtags With consistent use of hashtags, a city or region can either build or reinforce To show how viral a hashtag can get on Twitter, Figure 16 is a screen capture their brand or a specific economic development initiative. Figure 15 illustrates of a Twitter search query for “#nytech” conducted on September 13th, 2012. three tweets from New York City Economic Development Corporation’s (NYCEDC) Twitter feed with three hashtags to focus on. Agencies must allow themselves to create hashtags for initiatives that will be easy to remember and properly brand their region. 1) #LatAm2NYC - LatAm to NYC, the inaugural Latin American-focused program of NYCEDC’s World to NYC initiative, promotes trade and investment between New York City and Latin America 2) #Bronx – NYCEDC is attempting to position and brand the Bronx as a location for business incubators 3) #nytech – Branding for the New York City tech industry. fig. 15 fig. 16 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 35 35
  • 36. BEST PRACTICES To understand the role of place branding, it is important to understand what a brand is and is not. In my experience, too many communities believe a brand is simply a logo and tagline. In reality, a brand is a promise. It sets an expectation of the experience an investor or resident will have if they choose to become part of your community. To be effective, the promise must be relevant, competitive and authentic. Branding is ensuring that promise is kept across as many touch points as possible and over time. Edward Burghard CEO, The Burghard Group Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 36 36
  • 37. BEST PRACTICES SOCIAL MEDIA TOOLS // WEB 2.0 YOUTUBE The video sharing platform is one of the most dynamic tools that marketers can use to promote a product or a service. Agencies that choose to utilize YouTube to sell their region for business and investment retention and attraction purposes must abide by the following key elements to ensure a solid presence on the platform. • The ability to be found via the search function • The ability to provide current content • A solid channel that contains a variety of videos that profiles a region Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 37 37
  • 38. BEST PRACTICES The Beacon Council Search Engine Optimization The Beacon Council, the Miami-Dade County’s official economic development partnership dedicated to “bringing new, job-generating investments to the community” has been pretty effective in appearing on the first page of results of YouTube. For the following queries, the organization’s videos were easily found (as of August 30th, 2012): • Name of city + keyword, “invest” + United States • Name of city + keyword, “economic development” + United States • Name of city + keyword, “investment” + United States Figure 17 provides a screenshot of the results for Miami + keyword, “economic development” + United States To avoid being behind a set of cluttered results, agencies should attempt to be consistent with keywords when uploading content to the video sharing platform. fig. 17 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 38 38
  • 39. BEST PRACTICES London Economic Development Corporation Brand Reinforcement Figure 18 is a screenshot of London Economic Development Corporation’s “Today Tonight in London Canada” video on YouTube. Released in June 2012, the clip is able to reinforce the city’s brand identify as being a diverse location when it comes to working in different sectors during the day and by night, a pretty cool place to live with a dynamic night life. From an investment and talent attraction perspective, this video is quite powerful in terms of conveying reasons to select London, Ontario to “invest, work and play”. With a solid branding and content strategy, agencies can create powerful YouTube clips that can vividly illustrate the key benefits of a region for investment and talent attraction. fig. 18 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 39 39
  • 40. BEST PRACTICES SOCIAL MEDIA TOOLS // WEB 2.0 LINKEDIN Via the business social network, agencies are supplied with a variety of marketing avenues that can play key role in a city’s investment attraction framework. From a complete professional profile to customized tabs from an agency’s company profile, activity on LinkedIn will aid in engaging decision makers when it comes to considering possible regions to invest in. Agencies that fail to have a solid presence on LinkedIn will make it difficult to execute an integrated digital media strategy for any economic development initiatives. Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 40 40
  • 41. BEST PRACTICES San Diego Regional Economic Development Corporation Company Updates Figure 19 is a portion of the San Diego Regional Economic Development Corporation LinkedIn Company profile where the agency’s updates are stored. These updates are automatically sent out to appear in the follower’s news feed. As a result, the agency’s push marketing strategy to site selectors and potential investors is supported with the efforts on LinkedIn using the company update feature. fig. 19 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 41 41
  • 42. BEST PRACTICES Greater Halifax Partnership // Montreal International Use of “Service” Tab Along with the default company profile that economic development ii) Montreal International agencies have selected to post on LinkedIn, two benchmarked agencies To reach out to a bilingual audience, Montreal International has provided descriptions have supplemented their profiles with additional promotional with adding a of services in French and English. Figure 21 is the agency’s page on LinkedIn customized “Services” tab. promoting its “Sélection de site (Données et conseil) / Site Selection (Data and consulting)” service. i) Greater Halifax Partnership Figure 20 presents the content that is available underneath the “Services” Agencies that fail to recognize the LinkedIn’s features to post content on tab. By browsing through the list of services, clients can learn more about their corporate profile on a systematic basis are missing the opportunities how the agency can facilitate the investment attraction process and read to reach and engage with their targeted audience as a part of their digital existing recommendations. marketing strategy. fig. 20 fig. 21 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 42 42
  • 43. BEST PRACTICES SOCIAL MEDIA TOOLS // WEB 2.0 SLIDESHARE Known as the YouTube for presentations and other documents, Slideshare can be used to publish and share information regarding a region for economic development initiatives. In addition, having a presence on Slideshare can reinforce an agency’s search engine optimization strategy for Google. Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 43 43
  • 44. BEST PRACTICES Greater Halifax Partnership Offering Strategic Intelligence Via Greater Halifax Partnership’s Slideshare account, economic development stakeholders can access a great amount of strategic intelligence. By reading the information that is stored in the presentations placed on the platform, site selectors and potential investors can align their objectives with the strategic goals of the agency. Figure 22 is a screen capture of the presentations on the Greater Halifax Partnership’s Slideshare account page. fig. 22 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 44 44
  • 45. BEST PRACTICES Sherbrooke Innopole Sharing After Events Based on the number of files that are uploaded to the Sherbrooke Innopole account, the agency is doing a great job of posting presentations after industry events. Figure 23 is a screen capture of the agency’s account with 53 presentations. As a component of a content marketing strategy, agencies should be proactive in sharing updated information on other platforms beside their website. Sharing platforms such as Slideshare maybe an outlet where site selectors will continue their search for decision making data. Slideshare provides a pretty powerful dashboard with analytics with data that can be used to target individuals who are reading the agency’s documents. fig. 23 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 45 45
  • 46. BEST PRACTICES MOBILE APPLICATIONS // Gartner, the leading information technology research and advisory company, expects that companies will shift their marketing budgets to mobile channels and experiment with cutting-edge apps to capture marketing and sales opportunities. 4 While economic development agencies do not have the big budgets as large brands do, it is important for agencies to understand that the shift is happening. The shift of placing content on platforms where decision-makers can access it via smartphones and tablets should lead agencies to think about what tools and functionalities they can offer in a mobile environment. It may not be sufficient enough to place all existing content on the agency’s website onto a platform that just formats data for smartphones. 5 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 46 46
  • 47. BEST PRACTICES Greater Houston Partnership Via its mobile application, Greater Houston Partnership offers an easy way to navigate through an abundance of site selection related information. As seen in Figure 24, the menu is straightforward and provides a list of all key economic development contacts at the agency. fig. 24 Call: 1.514.443.2148 | Email: isabelle@intelegia.com | Visit: www.intelegia.com Call: 1.514.904.0872 | Email: isabelle@intelegia.com | Visit: www.intelegia.com 47 47