This document discusses marketing strategies for economic development organizations. It emphasizes the importance of research, targeting key audiences like relocation consultants, developing a strong brand, and using various marketing methods. These include social media, direct mail, events, and peer-to-peer marketing. The document stresses having marketing materials ready before spending on outward marketing and measuring goals and objectives to track performance.

1. Marketing Strategies To
Break Through the Clutter
GC Hixson, CEcD, Janet Miller, CEcD, Jeff Hite

2. US City Slogans: (These are for Real)
• What happens here, stays here. Las Vegas.
• The aliens aren’t the only reason to visit. Roswell, NM.
• Where horses have the right of way. McKinleyville, CA.
• It’s not the end of the earth, but you can see it from here. Bushnell, SD.
• Where the people are warm even when the weather isn’t. Andover, KS.
• Live large. Think big. Dallas, TX.
• Get ‘Er Done. Havre, MT.
• Cleveland Rocks.
• Rare. Well done. Omaha, NB.
• Music City. Nashville.
Source: Tagline guru.com

3. Executive Summary
• Marketing Defined
• Research
• Target Audiences
• The Importance of Brand
• Marketing Methods that Work
• The Importance of Measuring

4. • Attract, retain & expand businesses
• Improve a community’s image
• Promote policies & programs
• Attract & retain a competitive labor force
Marketing Helps To……

5. The ECD Marketing Funnel

6. 6
Business Development Strategy
Conditioning
the Market
Conditioning
the Client
Conditioning
the
Deal
Opening Game
• Market Analysis
• Resource Analysis
• Strategic Planning
• Business Planning
• Account Planning
• Branding/Image
Management
Middle Game
• Initial Contact
• Relationship
Management
• Perception/Branding
Management
• Information Management
• Opportunity Management
• Pursuit Management
• Capture Management
End Game
• Proposal
Management
• Next Steps
Contract
RFP
Award
Source: TVA, ECD

7. Research FIRST, Not LAST

10. Prioritize Your
Target Audiences

11. • Existing pipeline of prospects – relocations & expansions
• Targeted marketing to top 200 relocation consultants in America
84% of relocations to Metros historically represented by these firms
• National and regional media
Business publications, industry trades for target sectors, general business
• Local business leaders and opinion leaders
Getting the talk on the street right
• Proactive pursuit of relocations in five sectors
HQs, health care, music/entertainment, advanced manufacturing, logistics
Target Audiences (in priority order)

12. Great Brands Include…
Functional &
Emotional Benefits
Nashville’s Brand:
• Creative, Risk-Taking
• All Communications Reflect It

13. Be Ready
for the Prospect
BEFORE you
spend the first $
on outward
marketing

14. www.nashvilleareainfo.com

15. www.doingbiz.org

16. Community Profile Brochures: Electronic and Print

17. Target Industry Brochures

18. RFI Template

19. Marketing Methods
That Work

20. spend 10% of their budget on marketing
have a median marketing budget of $70,000
population size
≤250k
Data: Economic Development Marketing: Present and Future,
Anatalio Ubalde and Eric Simundza, 2008
Marketing Spending

21. spend 11%+ of their budget on marketing
have a median marketing budget of $300,000
population size
>250k
Data: Economic Development Marketing: Present and Future,
Anatalio Ubalde and Eric Simundza, 2008
Marketing Spending

22. Nashville Ranked #3 Next Big Boom
Nashville Ranked #6 Best Place
for Business & Career
Nashville Ranked #3 of Top 10
Best Value Cities for 2011
Nashville Chamber named 4th Best
Regional ECD Group in America
Nashville Ranked #1:
Music Scene in America
#1 Manliest City in America
Nashville in the News

23. Nashville in the News

24. Wilson County Feature in Site Selection Magazine

25. Direct Mail Newsletters

26. Electronic E-Newsletters

27. Direct Mail

28. Out of Market – Planned Visits With
Corporate Executives

29. Out of Market – Planned Visits With
Corporate Executives

30. Special Events

31. • Strategy
– Create organizational presence
– Supplement to existing methods; becoming PRIMARY tool for most,
particularly with small budgets
– Serve as independent news publisher/information center
– Be careful…….easy to violate business / personal lines
• Goals: Set Measures before you launch if possible
– Attract 500 followers on Twitter
– Attract 500 fans on Facebook
– Generate 250 visits per month to web site
– Communicate consistently & frequently
Social Media

32. Social Media

33. Social Media

34. • “Dialogue with industry peers” is the number one
influencer on corporate decision makers on future
facility locations
• Building strong relationships with local leaders is key:
leverage their out-of-market relationships (alumni
networks, suppliers, vendors, etc.)
• Peer to Peer marketing examples
– Louisiana Pacific HQ example
– Oreck HQ example
Peer to Peer Marketing

35. The Importance of
Measuring in Economic
Development

36. Type of Operation Project
Numbers
Investment Square Footage New Employees
Distribution 6 $130,500,000 2,375,000 1,049
HQ 10 $108,660,000 903,000 2,520
Back Office 11 $146,600,000 1,218,000 5,495
Manufacturing 4 $478,000,000 1,950,000 2,240
Other 6 $284,830,000 383,000 1,740
Total 31 $863,760,000 6,446,000 11,304
Metrics

37. Objectives
2008-2009
Goal
2008-2009
Actual
3 Year
Goal
3 Year
Actual
% of 3
Year Goal
1) Employment Growth of 1.5% per year
in the region
11,500 - 14,733 34,500 9,895 28.7%
2) Maintain average unemployment rates
below 5% each year
< 5% 7.4% 5.3%
3) Population growth of 2% per year in the
region
33,410 30,485 97,763 111,145 113.7%
4) Increase per capita personal income at
a rate that exceeds the CPI index by 0.5%
$1,663 $414 $4,261 $3,330 78%
Metrics

38. Marketing Strategies To
Break Through the Clutter
GC Hixson, CEcD, Janet Miller, CEcD, Jeff Hite