Position your place so site selectors and other target audiences don't pass your community by as they search online. Put your best 'digital' foot forward and create interest and excitement around your community's assets. Present your digital information in a way that's consumable and digestible and allows site selectors and other location decision makers to gather and compile data at the drop of a hat.
2. Guillermo Mazier
Vice President, Strategic Accounts, Atlas
Advertising
Economists, strategists, and digital marketing evangelists
working together to create vital community brands that
generate results. We believe that our work has a direct and
indirect ROI for all of the communities with whom we work.
Will Cox
Senior Manager, Biggins Lacy Shapiro & Co
Supporting companies with location and incentives strategies,
and helping jurisdictions design and implement economic
development incentives programs
Introductions
3. Continue the Conversation
• Follow us on Twitter: www.twitter.com/AtlasAd
• Tweet questions using hashtag #ASKATLAS
• Join High Performance Economic Development LinkedIn Group
• Download Website Redesign Checklist: http://offers.atlas-advertising.com/10-step-checklist
• View and share the slides with your colleagues (available now):
www.slideshare.com/wright0405
View the slides, continue the dialogue
6. } A project’s drivers, and thus its choice of des0na0on,
will vary by business needs.
• Reduce costs
• Achieve operational efficiencies
• Access raw materials
Manufacturing
• Access pre-commercial research
• Attract top-level science talent
• Tap funding sources
R&D
• Acquire marketing & financial talent
• Network with industry leaders
• Link with global community
Office
• Lower cost labor
• Minimal disaster risk
• Excellent telecomm/power
Mission Critical
There Is No “Best” Loca8on
6
8. } Quality Data = Confident Decisions
} Data Access and Partnerships
◦ StateBook
– Online Marketplace for site selec0on and EDO data sharing
◦ Pew Charitable Trusts Economic Development Ini8a8ve
– Suppor0ng incen0ve transparency and accountability to
communi0es and taxpayers
◦ SelectUSA
◦ Easy accessibility and promo8on of available data
– Use the resources you have to present the posi0ve and show
change percep0on in the nega0ve
– Bureau of Labor and Sta0s0cs, ERI, etc.
8
10. } Direct adver8sing campaigns
◦ Industry publica0on adver0sing
◦ Television (Empire State Development and StartUP NY)
◦ Non targeted E blasts L
◦ Radio (Fairfax County)
◦ …What is working Social Media ( LinkedIn / Twier)
} Not clearly defining the target audience
◦ High-level and generic message
◦ Engagement with end users and site selectors not focused on
the region or the targeted industry area
} Familiariza8on (FAM) tours
10
12. With the majority of execu8ves and site selectors visi8ng an EDO’s website as the first point
of entry, effec8ve messaging is more important than ever.
} Best prac8ces include:
1. Provide Comprehensive Contact Info
– Include all relevant stakeholders phone, email and picture (for the personal touch) along with geographic or industry specializa0ons or
designa0ons
– Contact forms and general emails are a nonstarter
– Knowledgeable recep0on on main phone lines
2. Keep Demographic Data Up-to-Date
– This should include 3rd party data and any independent market analysis to showcase your community
3. Accessibility to Incen0ve Informa0on
– Comprehensive overview of state and local incen0ves including: program summary, eligibility, and poten0al value where possible
4. Highlight Key Industries
– What does the region do best and what is the direc0on for the future
– How do you set yourself apart from other communi0es
5. Showcase Leading Employers
– Show what is already thriving in the area. Exis0ng industry are your best cheerleaders… and project closers
6. GIS for Available Sites
– Informa0on on available sites with a GIS component so site selectors can visualize exactly where available property falls in an area
7. News to be Proud About
– Frame what is going on in the region with at least a post a month with external news outweighing internal news
8. Responsiveness on Mobile Devises
– A must for mobile website func0onality
12
…not the Point of no Return
19. The Agency Perspective: What’s Working
Strategy #1
Disseminating important community information and engaging with target
audiences/community advocates/location decision makers via social media.
Example: Brenham ED LinkedIn group
25. Strategy #3
Print ads that:
• Do something
different/capture
attention (some
industry print
publications can be
a waste of money if
generic or over
promotional)
• Tell a story without
cumbersome
content
• Drive digital
engagement (online
conversions key in
measuring
campaign success)
26.
27.
28.
29.
30. Strategy #4
Websites that:
• Are data driven
• Have dedicated
resources for site
selectors (incentives)
• Provide a clear value
proposition that
addresses the needs
of decision makers
• Offer a searchable
database of available
sites and buildings,
and provide data
visualization tools that
tell your “by the
numbers” story
Content that addresses
a need, sells the community
34. Promotional Handouts: Location decision makers are
bombarded with giveaways at tradeshows. Your logo
and brand on a mug are the same as your
competitor’s on a lanyard.
The Agency Perspective: What’s Not Working
35. Print ads “Anywhere USA”: These concepts have either
been done a hundred times, or there are no distinct
community attributes present.
If the design and messaging could be for any
community, in any part of the country, the ad is likely
ineffective.
36.
37.
38. 1. Decide on your audience
2. Understand their drivers and needs
3. Understand who your comparison communities are
4. Do the research on yourself and the other communities
5. Find out the one or two unique elements of your
community
DIY: Founda,on for Posi,oning
1. 2.
3. 4. 5.
39. A business strategy is about deciding where
to play and how to win.
-A.G Lafley, Former CEO Proctor and Gamble
The Future from an Agency Perspective
40. What makes ED
marketing great is
what is NOT on the
ad, website, or
creative piece
What is not Working
42. Thoughts from a Site Selector
• You are a service organization first
• Know where you are in the site selection process
• Answer the questions asked
• Facilitate information flow
• Provide support as necessary
• You are a sales organization last
• Selling does no good if you are eliminated due to lack
of information
43. Why Do Site Selectors Hate Your
Marketing?
1. It’s not relevant
2. It’s not different
3. There is no substantive data
4. They’ve seen it before
5. It interrupts rather than invites