2. Your Hosts Peter Brown Director of Creative Services, Atlas Advertising benw@atlas-advertising.com www.twitter.com/atlasad Guillermo Mazier Business Development, Atlas Advertising guillermom@atlas-advertising.com www.twitter.com/atlasad
3. About Atlas Atlas Advertising helps economic developers reach national and international prospect and site selection audiences. We deliver branding, website development, GIS mapping, research, social media, and creative services professionally and with a staff experienced in economic development. Unlike firms with little or no economic development experience, Atlas Advertising uses a proven mix of economic development marketing tactics that generate interest from site selection audiences. Atlas Advertising is led by a former economic development practitioner and has worked with 60+ different economic development clients in 35 states. Our approach and experience means that our campaigns generate an average of three to ten times the response of other campaigns. Featured clients: State of Ohio Indy Partnership City of San Francisco Greater Phoenix Economic Council Greater Omaha Economic Development Partnership
17. Smart Idea #1 - Develop a Strong Plan and Architecture
18. Discovery Goal: Develop a strong plan and architecture Audience identification and hierarchy Only one audience at the top of the hierarchy – don’t muddle Positioning Positioning statements help establish and differentiate your product and service in the eyes of your customers. What is the service/product? Who is it for? How is it different from the competition? What makes it unique? Project Purpose – creating a common guideline for everyone to follow A reference point for all design and IA decisions as we move forward Effective Information Architecture What are the needs and wants of your main audiences? How are their needs translated into a hierarchy of information?
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20. We’re concerned with creating an architecture and hierarchy that gets users to their content more efficiently – ideally within 3 clicks
21. Intuitive navigation doesn't happen by chance and it must reflect the way people think in order for it to be effective
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23. Smart Idea #2 - Design an original, intuitive website that attracts and retains users until they find the information they need.
24. DesignPeople don’t just visit your website; they experience and interact with it. Goal: design an original, intuitive website that attracts and retains users until they find the information they need. Create a resource to entice return visits. 10 second rule “Am I in the right place?” “Do they have what I am looking for?” And sometimes, “Does better content exist elsewhere?” How to engage? Emotion, Differentiation and Authenticity Help users make decisions – guide them Calls to action (purpose of the site) Clarity of navigation in design Eye tracking studies
30. A well-designed homepage The Right Place Bold imagery, vibrant campaign language Marketing speak backed up with facts and figures on home page Balanced design pushes below the fold elegantly Provides map for quick locational reference Homepage caters to existing businesses as well
31. Design Takeaways OK to design below the fold Limit your use of Flash Understand typical eye-tracking patterns Contact information on the top of every page Present maps on the homepage Understand that your brand is more than your design
32. Smart Idea #3 – Your Navigation Should Target the Content Needs of Your Top Audiences and Prospects
33. Top 10 pages requested nationally on ED websites About Us (about the organization) Programs (that the organization offers) Data Center News Relocate and Expand Find Property Site Selection Services Workforce data and Information Database of Companies or Largest Employers Maps of the Area
39. Online content – Pre-launch In order for this phase to be successful, you can count on: Spending up to 2 months full time getting the copy written, edited and uploaded to your new website (approx 3 hours/page) Creating an effective editorial calendar, because when you launch, you’ll be: Reviewing and updating various portions of your site weekly Posting to social media outlets daily
43. Authenticity in place branding is… is the impression your residents, prospects, visitors, and other stakeholders have of you and of the community you represent. a toolor promise that generates interest and excitement, drives prospect activity and inspires more involvement and commitment from your local stakeholders
47. Backs up the positioning with fact based information
48. Invites users to click on a variety of useful linkswww.treoaz.org
49. Smart Idea #6 – Use the Power GIS and Maps to Leverage Your Community Assets
50. Effective use of Maps and GIS technology is… Using maps with various layers (transportation, education, etc.) Using integrated real estate searches/GIS mapping software Generating dynamic demographic and business reports
55. 1 property search and 1 business search per web visit, on averagewww.rightplace.org
56. Smart Idea #7 – Engage in Social Media, it’s the Future
57. The future, according to one site selector “Young companies are all about social media. Their whole concept is open source everything. They rely on an online community. They’re building enthusiasts for their product online. I have a current client in the auto manufacturing space that loves social media. These guys are choosing their locations based on what their online community says they want. “If you can find companies on social media, you can reach them. Big corporations not using it this way, but small guys are for sure. “As people who live in the community find these great companies, they could connect ED with companies. Blog with your citizens about what they like and what they know about. Tips are good. Fear is how do you know you have the good information in these channels? I am just learning myself.” -A Site Selector, early October 2009
63. 7 things you should be doing with social media today Start blogging to drive traffic and increase conversation Develop a dialogue with your workforce and residents with Facebook Use Twitter to engage your investors and community stakeholders, and to share information about your community Integrate Social Media and sharing into your websites Use a variety of tools to recruit Site Selectors and prospects to online meetings Develop a dedicated approach to using LinkedIn for prospecting Keep and eye on new platforms, such as foursquare
67. Outstanding use of Twitter – 2,700 followershttp://www.metrodenver.org/blog
68. Smart Idea #8 – Use effective Search Marketing Tactics
69. Effective search marketing Ranking #1 organically for “your city/region economic development” Ranking #1 organically for “your organization name” Utilizing paid search (PPC) to drive additional traffic
70. Top 10 search terms that drive traffic to ED websites Your organization name Your city/region name “economic development” Incentive type offered in your region (depends on community) Resident company name (i.e., Boeing) Region name (if different from city) Organizational url (without .com/.net/.org) Campaign name (initiative or fundraising) City/region name “maps” City/region name “counties” City/region name “industries”
76. Smart Idea #9 – Keep In Touch With Your Community Audiences
77. Effective use of email and news is… “Don’t send me meaningless emails.” Site Selector 2010 Tracking performance of those newsletters Posting newsletters and news items to your website weekly or monthly
84. Effective performance tracking is… Receiving a report once per month Tracking unique visits, referrers and downloads Benchmarking your performance against other ED’s Integrated tracking of advertising, web and PR effectiveness
88. Benchmark their data against like organizations using Development Resultswww.chooseneindiana.com
89. How to sum this up? Think of your website as a platform. A platform you use to publish, communicate, organize, and serve your many varied customers. Today, there is very little in economic development that can’t be facilitated or made more efficient by treating your website as a platform. 10 Smart Ideas For Your Economic Development Website Develop a Plan Design for Attraction and Functionality Use Targeted Navigation Give Users Easily Digestible Content Develop an Authentic Place Brand Leverage the Power of GIS Engage in Social Media Use Effective Search Marketing Tactics Keep In Touch Track Your Performance
90. To view this presentation: Visit our slideshare site:www.slideshare.net/wright0405: And, join our LinkedIn Group: Next Gen Economic Development Marketers (Once you sign up, you will need to be approved) We look forward to having you!
91. Contact Atlas Contact information: 2601 Blake Street, Suite 301 Denver, CO 80205 Contact: Ben Wright t: 303.292.3300 x 210 benw@Atlas-Advertising.com www.Atlas-Advertising.com LinkedIn Profile| LinkedIn Group | Twitter| Blog| Slidespace
