7 Keys to HighPerformance Economic Development in 2013          1
Your hosts           Ben Wright                        Guillermo Mazier      CEO, Atlas Advertising               Business...
About Atlas AdvertisingAtlas Advertising is a niche economic development marketing and technology firm thathelps economic ...
View the slides, continue thedialogue• Continue the Conversation:   – Follow us on Twitter:     www.twitter.com/AtlasAd   ...
Questions we will answer1. How do we as a profession feel about the impact we are making   on our communities today?2. Wha...
Cutting through the clutter: The       world we work in               6
7
8
Do we as economic developersmake a difference?                  9
A few principles that drive    (or should drive) economic development            10
“Economic development organizations increasinglyoperate under much tighter budgets at a time whenthe need for economic dev...
What worked 20 years ago is  not the same as what      works today.             12
What hasn’t changed:To make a difference, we have to serve         companies directly.        If we are not having convers...
What has changed:The ways we start conversations have          changed forever.                 14
A simple framework to help define             success:        High Performance     Economic Development                15
What “High PerformanceEconomic Development” is• It is the first measurement of the  outcomes (Inquiries, jobs, capital  in...
The framework:                 17
ED success: benchmarkedresults by population size                    20
Get the report:http://www.slideshare.net/wright0405/atlas-high-performance-economic-development-white-paperTake the survey...
What can we learn from the top         performers?              22
Your panelists         Janet Miller                     Sara Dunnigan                      Clint KolbyChief Economic Devel...
Case Study 1: Nashville Area Chamber                 24
Nashville Challenges• “Music City” brand  association with old-line  country music can paint  negative image for business•...
Nashville Goals• Annual dashboard of metrics include:   – Job growth – 12,500/year   – Per Capita Income growth – 1.6%   –...
27
28
Nashville Tactics• Get the tools  right..nashvilleareainfo.com;  RFP process and design;  slide decks• Consistent marketin...
30
Nashville Results• Ranked number one for job  growth in Atlas Advertising 2012  survey of ECD groups• Top Ten Economic Dev...
The Corporate Relocation Story                      32
Nashville Learnings                            • Embrace who you are                            • Public-private sector   ...
Case Study 2:Greater Richmond Partnership             34
Richmond Region Challenges• Bringing together 4 strong localities  around shared vision• Integrating private sector invest...
Greater RichmondWork Program•   Business Attraction Regional Marketing•   Business Retention and Expansion•   New Business...
Greater Richmond Tactics• Sound foundation in strategic  plan – clear message to investors  and community   – Our work has...
Greater Richmond Tactics• Business Attraction Regional Marketing   – Cluster Focus   – Domestic/International   – Engage S...
So, What Do We Measure?                 39
How do we share?                   40
Greater Richmond Results• Specific job creation and investment (and more) goals – by  program of work• Attraction program ...
Greater Richmond’s Learnings“We can’t control the direction of the wind, but we can adjust our sails.”•   Jobs & capital i...
Case Study 3: Brenham Economic    Development Foundation              43
Brenham Challenges• In the shadow of  Houston and Austin• Seen as more of a tourism  destination• Small pool of skilled la...
Brenham Goals• Build awareness with site  selectors• Familiarization tours with  commercial real estate brokers• Reach out...
46
Brenham Tactics• Direct e-mail campaigns            INSERT SCREENSHOT OF• Site visits and windshield         SURVEY or SAM...
Brenham Results• 66% increase in the number of  conversations• 100% increase in the number of  proposals submitted• 50% in...
Brenham Learnings• Embrace regionalism• Make yourself known• Business retention &  expansion is the meat and  potatoes of ...
How can we              For information, call:implement highperformingmarketing programsin our owncommunities?            ...
Putting High Performance IntoPractice: The Steps1.   Benchmark your community – get a     baseline.2.   Cut through the cl...
Plan for Performance.1. Get buy in from your leadership   and stakeholders on a few key goals.   Push hard to track the fo...
Implement the basics manage,measure, and produce results.1. Economic development website, with a content management system...
Basics +1: Tactics that drive awarenessand traffic to your website.                         54
Basics +2: Tactics that convertwebsite visits to conversations.                         55
Basics +3: Tactics that go straight toconversations.                          56
Celebrate your success!                    57
Chat your Answer:What is one thing that youlearned in today’s webinar?                    58
Q+A      59
Thank You!                               Contact information:                                            1128 Grant Street...
Atlas 7 Keys to High Performance Economic Development
Atlas 7 Keys to High Performance Economic Development
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Atlas 7 Keys to High Performance Economic Development

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Atlas Advertising CEO Ben Wright and Manager of Strategic Accounts Guillermo Mazier are joined by Janet Miller, from the Nashville Area Chamber of Commerce, Sara Dunnigan of the Greater Richmond Partnership, and Clint Kolby of the Brenham Economic Development Foundation to discuss 7 Keys to High Performance Economic Development.

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Atlas 7 Keys to High Performance Economic Development

  1. 1. 7 Keys to HighPerformance Economic Development in 2013 1
  2. 2. Your hosts Ben Wright Guillermo Mazier CEO, Atlas Advertising Business Development, benw@atlas-advertising.com Atlas Advertising www.twitter.com/atlasad guillermom@atlas-advertising.com www.twitter.com/atlasad 2
  3. 3. About Atlas AdvertisingAtlas Advertising is a niche economic development marketing and technology firm thathelps economic developers reach local, national and international prospect and siteselection audiences. Atlas’ economic development solutions and websites have beennamed among the best in the country by the IEDC and Angelou Economics, and havewon awards regionally from business to business marketing organizations.Atlas has worked with 90+ different economic development clients in 43+ US states and 6countries. Our approach and experience means that our campaigns generate an average ofthree to ten times the response of other campaigns.Featured clients: – Denver South EDP – State of Ohio – Charleston County, SC – Omaha, NE – San Francisco, CA – Webster City, IA 3
  4. 4. View the slides, continue thedialogue• Continue the Conversation: – Follow us on Twitter: www.twitter.com/AtlasAd – Tweet questions using hashtag #AskAtlas – Join Next Gen Economic Development Marketers LinkedIn Group• View and share the slides with your colleagues (available now): http://bit.ly/fQB6hC 4
  5. 5. Questions we will answer1. How do we as a profession feel about the impact we are making on our communities today?2. What are the basic principles that should drive your economic development marketing?3. How do we define success as a profession?4. Who are the top performing communities in the nation in 2012?5. What can we learn from high performing communities?6. How can we evaluate our own past performance, and plan for our future performance?7. How can we implement high performing marketing programs in our own communities? 5
  6. 6. Cutting through the clutter: The world we work in 6
  7. 7. 7
  8. 8. 8
  9. 9. Do we as economic developersmake a difference? 9
  10. 10. A few principles that drive (or should drive) economic development 10
  11. 11. “Economic development organizations increasinglyoperate under much tighter budgets at a time whenthe need for economic development programming isbecoming more crucial to the continued vitality andcompetitiveness of a community.” International Economic Development Council in “High Performing Economic Development Organizations,” 2011 11
  12. 12. What worked 20 years ago is not the same as what works today. 12
  13. 13. What hasn’t changed:To make a difference, we have to serve companies directly. If we are not having conversations, we are not making a difference. 13
  14. 14. What has changed:The ways we start conversations have changed forever. 14
  15. 15. A simple framework to help define success: High Performance Economic Development 15
  16. 16. What “High PerformanceEconomic Development” is• It is the first measurement of the outcomes (Inquiries, jobs, capital investment) that EDO’s create on this scale.• It proves the ways we make a difference, and in some cases, the ways we don’t.• It can help drive your strategic and marketing planning using actual outcomes, instead of activities, using national benchmarks as your guide. 16
  17. 17. The framework: 17
  18. 18. ED success: benchmarkedresults by population size 20
  19. 19. Get the report:http://www.slideshare.net/wright0405/atlas-high-performance-economic-development-white-paperTake the survey toparticipate:http://atlas-advertising.com/Community-Benchmarking-Study.aspx 21
  20. 20. What can we learn from the top performers? 22
  21. 21. Your panelists Janet Miller Sara Dunnigan Clint KolbyChief Economic Development Senior VP, Existing Business Services Project Manager Officer & Talent Development Brenham Economic Nashville Area Chamber of Greater Richmond Partnership Development Foundation Commerce 23 Email Email Emailjmiller@nashvillechamber.com Sdunnigan@grpva.com clint@brenhamtexas.com
  22. 22. Case Study 1: Nashville Area Chamber 24
  23. 23. Nashville Challenges• “Music City” brand association with old-line country music can paint negative image for business• Shortage of IT workforce with 5+ years experience limiting factor on tech- company growth• National attention to state legislature and political infighting around immigration, incentives, etc. 25 damaging for state image
  24. 24. Nashville Goals• Annual dashboard of metrics include: – Job growth – 12,500/year – Per Capita Income growth – 1.6% – Population growth – 1.5%/year – Increase GDP – 2.3% /year – Relocations & Expansions • Number, Jobs, Cap Investment, Square Footage, Jobs Retained – Internal Metrics – prospect visits by industry sector; % ratio of RFP’s to site visits, etc.• Successful launch and implementation of IT recruitment project including – Number of tech jobs created, time to fill, etc.• Legislative scorecard 26
  25. 25. 27
  26. 26. 28
  27. 27. Nashville Tactics• Get the tools right..nashvilleareainfo.com; RFP process and design; slide decks• Consistent marketing over a period of years to target audiences………site selection consultants #1 – Music = Creativity is the message• Play to strengths rather than weakness – e.g. health care services versus biotech• Policy work on state and 29 local level…
  28. 28. 30
  29. 29. Nashville Results• Ranked number one for job growth in Atlas Advertising 2012 survey of ECD groups• Top Ten Economic Development Group in America, Site Selection Magazine, 2011• City named: – #1 – Kiplinger’s “Future Job Creating Machines”, 2012 – #3 – “Future Boomtowns”, Forbes 2012 – #2 – Top Start Up Paradise, Young Entrepreneur Council 2012 – #3 – Overall America’s Best Cities, Travel + Leisure 2012 – #2 – Most Cost-Attractive Business Location,31 KPMG 2012 – Top 10 U.S. Culture Cities – Homes Dot Com, 2012
  30. 30. The Corporate Relocation Story 32
  31. 31. Nashville Learnings • Embrace who you are • Public-private sector leadership is key • Metrics matter • Acknowledging weakness is first step to tackling it • People will fund what they are passionate about – Nashville Entrepreneur Center Launch – Tech Talent Campaign 33
  32. 32. Case Study 2:Greater Richmond Partnership 34
  33. 33. Richmond Region Challenges• Bringing together 4 strong localities around shared vision• Integrating private sector investors and interests• Relatively successful – no crisis• Diverse economy – no single strong industry “identity”• Slow growth economy, competitive neighbors• Existing business program needed a boost• Little brand awareness 35• Tight labor market
  34. 34. Greater RichmondWork Program• Business Attraction Regional Marketing• Business Retention and Expansion• New Business Formation & Small Business Support• Talent Development and Promotion 36
  35. 35. Greater Richmond Tactics• Sound foundation in strategic plan – clear message to investors and community – Our work has impact - economic impact• Revisited the plan assumptions – cluster study• Reoriented work programs to support the above goals• Developed internal scorecards and management tools• Refined data systems and tracking methodology 37
  36. 36. Greater Richmond Tactics• Business Attraction Regional Marketing – Cluster Focus – Domestic/International – Engage Stakeholders• Business Retention and Expansion – Cluster Focus – High Growth – High Impact• Talent Development and Promotion – External Market – Cluster Focus – Graduate Retention – High Demand Occupations• New Business Formation & Small Business Support 38 – Innovation – Peer Learning
  37. 37. So, What Do We Measure? 39
  38. 38. How do we share? 40
  39. 39. Greater Richmond Results• Specific job creation and investment (and more) goals – by program of work• Attraction program emphasis on quality vs. quantity• Invested in web-based CRM, workflow system• Launched refined collaborative BR&E program• Launched talent portal – RichmondJobNet.com• Launched virtual relocation resource – LoveWhatYouFind.com• Scorecards developed for management, board and investors 41
  40. 40. Greater Richmond’s Learnings“We can’t control the direction of the wind, but we can adjust our sails.”• Jobs & capital investment still matter• Link & understand process, output and outcome metrics• Alignment, accountability and transparency• Change when conditions change• Embrace technology• Explore “link and leverage” strategies• Focus on conversion• Transactional vs transformational 42
  41. 41. Case Study 3: Brenham Economic Development Foundation 43
  42. 42. Brenham Challenges• In the shadow of Houston and Austin• Seen as more of a tourism destination• Small pool of skilled labor• Lack of available commercial buildings 44
  43. 43. Brenham Goals• Build awareness with site selectors• Familiarization tours with commercial real estate brokers• Reach out to existing primary employers• Strong workforce development partnership with local college and school districts• A leading website that gets 7,000 + visits per year 45
  44. 44. 46
  45. 45. Brenham Tactics• Direct e-mail campaigns INSERT SCREENSHOT OF• Site visits and windshield SURVEY or SAMPLE EMAIL tours CAMPAIGNS• Survey with local primary employers• Industry tours and training programs• Relevant and updated website content 47
  46. 46. Brenham Results• 66% increase in the number of conversations• 100% increase in the number of proposals submitted• 50% increase in the number of ongoing prospects• Top micropolitan in Texas by Site Selection magazine for second year in a row 48
  47. 47. Brenham Learnings• Embrace regionalism• Make yourself known• Business retention & expansion is the meat and potatoes of rural economic development• Workforce development is a major ingredient for success 49
  48. 48. How can we For information, call:implement highperformingmarketing programsin our owncommunities? Guillermo Mazier Business Development, Atlas Advertising guillermom@atlas-advertising.com 50 www.twitter.com/atlasad
  49. 49. Putting High Performance IntoPractice: The Steps1. Benchmark your community – get a baseline.2. Cut through the clutter: Set goals and Plan for Performance with your board and stakeholders. – Website visits – Inquiries / Conversations – Jobs Announced – Capital Investment Announced3. Implement the basics, plus additional tactics that your organization can support.4. Adjust to improve your execution.5. Report out and celebrate your results. 51
  50. 50. Plan for Performance.1. Get buy in from your leadership and stakeholders on a few key goals. Push hard to track the following: a. Awareness: Website visits b. Conversations / inquiry c. Jobs Announced d. Capital Investment Announced2. Set a marketing plan that drives those goals. 52
  51. 51. Implement the basics manage,measure, and produce results.1. Economic development website, with a content management system to enable you to make changes2. A base of content about your area and your organization3. A customer relationship management system (or Excel spreadsheet to track inquiries and results)4. Email marketing management tools, such as Exact Target, Constant Contact5. Social media management tools, such as HootSuite, Tweet Deck, etc.6. Proposal templates and delivery systems (email, online)7. PowerPoint template for community and company presentations 53
  52. 52. Basics +1: Tactics that drive awarenessand traffic to your website. 54
  53. 53. Basics +2: Tactics that convertwebsite visits to conversations. 55
  54. 54. Basics +3: Tactics that go straight toconversations. 56
  55. 55. Celebrate your success! 57
  56. 56. Chat your Answer:What is one thing that youlearned in today’s webinar? 58
  57. 57. Q+A 59
  58. 58. Thank You! Contact information: 1128 Grant Street Denver, CO 80203 Contact: Ben Wright t: 303.292.3300 x 210 benw@Atlas-Advertising.com www.Atlas-Advertising.com LinkedIn Profile | LinkedIn Group | Twitter | Blog | Slidespace 60

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