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Internal Marketing:
Generating Community-
Wide Involvement
Questions We Will Answer
1. What are people in my community saying about economic development?
2. What are appropriate goa...
Download the slides, listen to the
video, continue the dialogue
• Continue the Conversation:
– Follow us on Twitter: www.t...
What are people in your
community saying about
economic development?
How To Vote via Texting
Poll Question:
What percentage of your staff
time are you spending on
internal vs. external
marketing?
What are appropriate goals
for internal marketing?
Appropriate goals for internal
marketing
Increased retention
conversations
Increased investment Generalized support
for ED...
What audiences are most
important?
Board Members/Largest
Employers: Chris Ciaccio
1. Largest board member
2. Company planning an expansion
3. One of the larg...
What Chris needs and
doesn’t need
What Chris Needs
• Access to elected officials
• Access to incentive programs
• To feel ...
Elected Officials:
Mayor John Lewis
1. Entrepreneurial
2. Active in support of economic
development
3. Built extensive dig...
What Mayor Lewis needs
and doesn’t need
What Mayor Lewis
Needs
• Oversight into the direction of
economic development
prog...
Community Partners:
Mike Freeman
1. Former economic developer
2. Runs largest incubator in Fort
Collins
3. Works with 75+ ...
What Mike Freeman
needs and doesn’t need
What Mike Needs
• Low cost financing for his
space
• Access to partners (Such as
...
General Business
Leaders: Carl Byers
1. Venture Capitalist
2. Never been engaged in economic
development
3. Likely thinks ...
What Carl needs and
doesn’t need
What Carl Needs
• To know how economic
development is relevant to him
• To know when to c...
What is the role of internal
marketing in High
Performing Organizations?
What “High Performance
Economic Development” is
• It is the first measurement of
the outcomes
(Inquiries, jobs, capital
in...
The Framework
• It establishes the RELEVANCE of what you and your organization
does
• It EDUCATES your internal audiences about what you...
Poll question:
What percentage of the people in
your community who meet the
profiles above know what you do?
What are five internal
marketing tactics you are
likely doing now that you
should keep doing?
The public dashboard
The email newsletter
The board retreat
Active in market media relations
The Linked In group
What are five internal
marketing tactics you are
likely not doing that you
should start doing?
CEO blog and public commentary
Developing industry champions that are
not on staff, and making them accessible
The video briefing or webinar
The EDO as consulting services
organization
Content marketing via Slideshare
What kinds of internal
marketing should you stop
doing?
Things to stop doing
1. Fewer “make an appearance” meetings
2. The printed newsletter/Fact book
3. The generalized “buy lo...
Recap
1. What are people in my community saying about economic development?
2. What are appropriate goals for internal mar...
Contact Atlas
Contact information:
1128 Grant Street
Denver, CO 80203
Contact: Ben Wright
t: 303.292.3300 x 210
benw@Atlas...
Atlas IEDC Internal Marketing
Atlas IEDC Internal Marketing
Atlas IEDC Internal Marketing
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Atlas IEDC Internal Marketing

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Atlas CEO Ben Wright presents "Internal Marketing" at the International Economic Development Council's 2013 Marketing and Attraction Conference on October 4, 2013 in Philadelphia PA.

Published in: Business, Technology
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Atlas IEDC Internal Marketing

  1. 1. Internal Marketing: Generating Community- Wide Involvement
  2. 2. Questions We Will Answer 1. What are people in my community saying about economic development? 2. What are appropriate goals for internal marketing? 3. What audiences are most important? 4. What is the role of internal marketing in High Performing Organizations? 5. What are five internal marketing tactics you are likely doing now that you should keep doing? 6. What are five internal marketing tactics you are likely not doing now that you should start doing? 7. What are five things you should stop doing?
  3. 3. Download the slides, listen to the video, continue the dialogue • 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. 4. What are people in your community saying about economic development?
  5. 5. How To Vote via Texting
  6. 6. Poll Question: What percentage of your staff time are you spending on internal vs. external marketing?
  7. 7. What are appropriate goals for internal marketing?
  8. 8. Appropriate goals for internal marketing Increased retention conversations Increased investment Generalized support for ED Positive company “buzz” Support for specific community projects Larger “sales team” “Consulting” relationships with companies Increased entrepreneurial activity Better partnerships with content providers and
  9. 9. What audiences are most important?
  10. 10. Board Members/Largest Employers: Chris Ciaccio 1. Largest board member 2. Company planning an expansion 3. One of the largest employers in the Bradenton, FL Area Vice President of Marketing and Sales– IMG Performance
  11. 11. What Chris needs and doesn’t need What Chris Needs • Access to elected officials • Access to incentive programs • To feel like his company is valued • Help marketing the area to attract world class talent • To know he is making a difference in the community • Projects to work on and own What Chris Doesn’t Need • Demographics about the area • A good website • Generalized economic news • Long meetings that drone on
  12. 12. Elected Officials: Mayor John Lewis 1. Entrepreneurial 2. Active in support of economic development 3. Built extensive digital communications team within Town Former executive at Apollo Group, University of Phoenix
  13. 13. What Mayor Lewis needs and doesn’t need What Mayor Lewis Needs • Oversight into the direction of economic development programs • An active, measured approach to communications • Full access to projects and deals • To show a return on budgeted activities What Mayor Lewis Doesn’t Need • To execute outbound recruitment marketing himself • To be targeted using your website
  14. 14. Community Partners: Mike Freeman 1. Former economic developer 2. Runs largest incubator in Fort Collins 3. Works with 75+ companies per year CEO at the Rocky Mountain Innosphere, an incubator/accelerator in Fort Collins, CO
  15. 15. What Mike Freeman needs and doesn’t need What Mike Needs • Low cost financing for his space • Access to partners (Such as Colorado State) • Investment from City of Fort Collins • To be aware of ED services for his customers (financing, EZ credits, etc) What Mike Doesn’t Need • To be a part of City meetings • To have to go through tons of reporting red tape
  16. 16. General Business Leaders: Carl Byers 1. Venture Capitalist 2. Never been engaged in economic development 3. Likely thinks he knows what economic development is Venture Partner at Fidelity Biosciences
  17. 17. What Carl needs and doesn’t need What Carl Needs • To know how economic development is relevant to him • To know when to contact an economic developer • To understand the difference between EDO and tax collector What Carl Doesn’t Need • To be sold on Boston as a good location for biotech
  18. 18. What is the role of internal marketing in High Performing Organizations?
  19. 19. What “High Performance Economic 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.
  20. 20. The Framework
  21. 21. • It establishes the RELEVANCE of what you and your organization does • It EDUCATES your internal audiences about what you can do for them • It CONNECTS you and your organization in a timely manner • It ENABLES CONVERSATIONS that put you in a position to solve problems for companies Summary: How internal marketing serves your audiences
  22. 22. Poll question: What percentage of the people in your community who meet the profiles above know what you do?
  23. 23. What are five internal marketing tactics you are likely doing now that you should keep doing?
  24. 24. The public dashboard
  25. 25. The email newsletter
  26. 26. The board retreat
  27. 27. Active in market media relations
  28. 28. The Linked In group
  29. 29. What are five internal marketing tactics you are likely not doing that you should start doing?
  30. 30. CEO blog and public commentary
  31. 31. Developing industry champions that are not on staff, and making them accessible
  32. 32. The video briefing or webinar
  33. 33. The EDO as consulting services organization
  34. 34. Content marketing via Slideshare
  35. 35. What kinds of internal marketing should you stop doing?
  36. 36. Things to stop doing 1. Fewer “make an appearance” meetings 2. The printed newsletter/Fact book 3. The generalized “buy local” campaign 4. The “run my recruitment campaign locally” approach 5. Local projects that don’t meet your stated metrics goals
  37. 37. Recap 1. What are people in my community saying about economic development? 2. What are appropriate goals for internal marketing? 3. What audiences are most important? 4. What is the role of internal marketing in High Performing Organizations? 5. What are five internal marketing tactics you are likely doing now that you should keep doing? 6. What are five internal marketing tactics you are likely not doing now that you should start doing? 7. What are five things you should stop doing?
  38. 38. Contact Atlas 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

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