The Monterey Bay Economic Partnership website was launched to promote the Monterey Bay Region as a top tier location for economic development and investment, in order to create new business opportunities and a dynamic job base. The partnership consists of public, private and civic entities located throughout the counties of Monterey, San Benito and Santa Cruz, united in the vision to increase prosperity and enhance the quality of life for all citizens.

1. Website Launch Presentation
Monterey bay Economic Partnership

2. 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. Our approach and experience means that our campaigns generate an
average of three to ten times the response of other campaigns. Atlas client reach:

3. Download this presentation and others at:
http://atlas-advertising.com/community-marketing-presentations.aspx
Join the MBEPCommunity!
– Get involved
– Become a partner
– Stay informed
– Connect with us

4. Outline
• What context are we working in?
• 5 Things that Top Regions Are Doing to Succeed
• What are we here to accomplish?
• What the new website will allow us to accomplish
• Next Steps
• Q&A

5. Context we are working in
• Create greater alignment among the activities of business,
government, education, media, health, and foundation /
community based efforts
• Build coalitions around key community issues
• Develop strategies that support the development of jobs &
business opportunities
• Work to improve the business climate to retain and expand
existing businesses and the recruitment of new businesses
• Work to integrate and showcase workforce services with business
needs

6. 5 Things That Top Regions are Doing
to SucceedPresented
by

7. 1. Top Regions see
themselves as a product
1. They understand what regionalism actually means
2. They understand that they need to treat their region as
a diverse portfolio
3. The understand that they need differentiate themselves
from other regions
=

8. 2. Top Regions create alignment
by having a strategy
1. They have created and
documented a plan that
includes:
a. Measurable goals
b. Tactics to get there
c. Accountability if they succeed
or fail
2. They have involved local
partners and business
leaders in the process

9. 3. Top Regions invest in local
relationships with business and
government
1. They have regular meetings
with economic development
leaders
2. They have regular meetings
with private sector leaders
3. They are the conveners on
issues of regional significance
a. Marketing
b. Workforce
c. Transportation / Infrastructure
d. Policy

10. 4. Top Regions build
relationships and results
1. Member organizations operate
under a Code of Ethics and
serve as account
representatives for the entire
region. They tell clients and
companies the benefits of the
region first, and individual
communities second.
2. They course correct if goals are
not met
3. They are transparent with
leads, prospects, and outcomes

11. 5. Top Regions have the most
robust economic development
website
1. They realize that the region
gets 10X the online activity
of the largest city or county
2. They invest in the most
robust storehouse of
regional data
3. They tell the story of the
regional portfolio
4. They drive leads to their
business development staff

12. Context we are working in
Strengths
• Access to decision makers
• “Get it done” mentality
• Adaptability to the issues of the day
• Strong senior leadership including new CEO
• Good events and news content
Weaknesses
• Breadth of focus
• Diversity of brands hard to understand
• Lack of dedicated funding
• Part time or junior staff
• “County” in the name limits regional impression
Opportunities
• Clarify: Change the name to be regional
• Focus: Draw a clear line in the sand about what
will be accomplished in certain time
• Be strategic: Position new leadership along side
plan of action – convene the parties in support
Threats
• Lack of regional consensus: Diversity of viewpoints
can derail clarity
• California: The state that Monterey is in can make it
unpredictable for business to do business.
We Needed a Technology Platform
to Work Harder for the Region

13. What is the organization here
to accomplish?

14. Economic Development
Organizational Objectives

15. What is the organization here
to accomplish with its
new economic development website?

16. Approach for MBEP
• Discovery Sessions
– Setting Goals to Measure ROI
– Architecture development
– Getting partners involved
• Design Process
– Ensure design is aligned with Regional
goals
• Regional brand
• Strategic recommendations
– Website design
• Converting casual website visits into
inquiry
• Technical Development
– Website development; Technology tools for
site selectors, companies, regional
partners and key stakeholders

17. Approach (2)
• Content Development
– Content writing
– Content upload
• Launch
– Analytics monitoring
• Maintenance, Hosting and
Software
– Content Management, GIS &
Prospect Management Systems
• Marketing
– Search engine marketing
– Email marketing
– Direct campaigns
– Event marketing

18. What the new website will allow
us to accomplish?

19. Today’s Digital Communications
for Economic Development
Screenshot to show how MBEP systems work together with other marketing platforms to provide better
outcomes.
Prospect
Response
System
Your GIS
System
Successful
Outcomes
• Speed to partners
and prospects
• Efficiency
• Transparency
• Organization
Marketing Activities

20. Key Features of Atlas Website Offering
1. World Class Content Management
• Workflow
• Single Session Sign-on (Integration)
• Multi-Lingual Support
• Custom Tables
• Unlimited forms
2. GIS System
• Demographic Drive time and Data Reports
• Integration with Regional GIS efforts
3. Prospect Management
• Online Prospect Response System
• Regional Partner Collaboration Tools
4. Responsive Design
• Unique User Experience for Mobile Devices
5. Local Versions of GIS for Partners

21. On average, 20%
of Economic Website visits
come from mobile devices.

22. More than just a
Regional Economic Development Website

23. Checklist for MBEP website redesign
1. Benchmarked current metrics
2. Determined regional goals
3. Inventoried current assets
4. Analyzed the competition
5. Identified “Unique Value Propositions”
6. Designed website around personas
7. Optimized the website for search
8. Identified calls to action
9. Developed Targeted Content
10.Integrated industry specific tools

24. How Site Selectors Use Your Website
What We Need
• Contact information
• Incentive programs
• Tax rates
• Recent announcements
• Industry-targeted info
• Maps of your territory
• Largest employers
• Area colleges and universities

25. Criteria Atlas uses to review
our own digital creative
1. How well does the design drive conversion to conversations? How does it do
it specifically? (30%)
2. How well does the design correspond do responsive (IPhone) sizes? (30%)
3. How much is the website on brand? Does it connect in the right way to the
existing branding or marketing campaigns? (20%)
4. What are the new custom features that are present in this design, and how
well are they executed? (10%)
5. Are all of the features and navigation elements required in the scope present
in the design? (10%)

26. Test driving your new
Regional Economic Development Website

27. What’s next for the MBEP’s new
Economic Development Website

28. What is Good on an Economic
Development Website?
Understand How Users:
Interact With The Website

29. Aim for
Specific Goals
2014: Results taken from 2 million Atlas Customer User Sessions

30. Questions?

31. Thank you!
Contact information:
1128 Grant St
Denver, CO 80203
Contact: Guillermo Mazier
t: 303.292.3300 x 232
Guillermom@Atlas-Advertising.com
www.Atlas-Advertising.com
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