Christa O. Franzi gave a presentation about strategies for marketing Opportunity Zones at the NYSEDC conference in 2019

1. Marketing Strategy Elements
Product
Target
Audience
Message Channels
Marketing Opportunity Zones

2. Product
Marketing Opportunity Zones
The product is not the Opportunity
Zone. It is the community, its vision,
and the economic investment
opportunity it presents.
OZ marketing must be integrated
into overall economic
development.

3. Target Audiences
Marketing Opportunity Zones
Project Sponsors
• Property Owners
• Developers
• Business Leaders
• Entrepreneurs
Investment Capital
• National Real Estate Funds
• Venture Capital Funds
• Serial Entrepreneurs
• Real Estate Investors
• Local Developers (“self-help” model)
• Local Investors
• Philanthropic Investors
• Second Home Owners
• Financial Advisors
Targeted audiences generally fall into two buckets, people with
projects and people with investment capital.

4. One More Targeted Audience…
Marketing Opportunity Zones
Don’t forget to engage other public-sector partners and stakeholders!

5. Messaging to Project Sponsors
Marketing Opportunity Zones
This new program can help you achieve your business goals,
here’s how.

6. Messaging to Investors
Marketing Opportunity Zones
This is an exciting venture that aligns with your investment philosophy. There is a
big market, and the management team has the right people in-place to make
this project a success. Here are the numbers.

7. Build the Narrative
Marketing Opportunity Zones
• Start by reaching out to potential project
sponsors in the OZ
• Educate about benefits on the program, pique
their interest
• Create a shared vision, embraced by OZ
stakeholders
• Identify clearly-defined projects that align with
that vision. Assemble as much information as
possible (market demand, investment needed,
ROI, etc.)
• The vision and projects become the message to
investors
Market
Feasibility
Financial
Feasibility
Community
Feasibility

8. Be a Champion & Convener
The economic developer’s role is to connect
project sponsors with investors.
This is about starting conversations, not
being in the middle of projects – you’re the
point guard.
Take a page from the entrepreneurial
ecosystem builders playbook.
Marketing Opportunity Zones
Entrepreneurial Ecosystem Building Playbook 3.0, Kauffman Foundation

9. Marketing Channels
One-on-one conversations
and meetups to earn trust,
build projects, and make
connections.
Marketing Opportunity Zones
Employ digital media to
capture information,
continue engagement, and
make connections.
Utilize networks, like wealth
managers networks,
startup events, real estate
groups, etc.

10. Case Study: Flagler County, FL – Palm Coast OZ
Marketing Opportunity Zones
• Press Release and digital media about Opportunity Zone designation
• Meetings with owners and developers to define projects
• Micro-site designed to collect information about projects and investor interests
• Events with investors and developers to make connections and start conversations
• Hard-copy collateral for Select USA

11. Case Study:
Flagler County, FL
Marketing Opportunity Zones

12. Case Study:
Flagler County, FL
Marketing Opportunity Zones

13. Case Study:
Flagler County, FL
Marketing Opportunity Zones
Invest in The District and pay as little as $0 in capital
gains on your next decade of investment return.

14. Christa Ouderkirk Franzi, CEcD
Senior Project Manager
• 10+ Years Economic and Community Development
• Northeastern Economic Development Association (NEDA),
Board Member, Communications Chair, Member of the
Year (2016)
• International Economic Development Council’s (IEDC)
CEcD Certification (2016)
Expertise
• Building networks for economic development
• Placemaking and downtown revitalization
• Economic strategies for rural communities & small cities
• Entrepreneurial ecosystem assessment and strategy
christa@camoinassociates.com
@ta9ti | 607-221-6876

15. www.camoinassociates.com/navigator
More on
Opportunity
Zones at..