1High Performance EconomicDevelopment in Ohio
2We are AtlasAdvertisingAnd we do things like this…
3
4
6
7
8
9
Screen shot of Jobs Ohio Promotion of Atlas developed GISmapping tool, easily view able on IPad devices
13That lead to thingslike…
14
15
16All because…we believe that done right,economic developmentmakes a difference.
17Current Atlas Clients in Ohio
18Topics for Today• Does economic development make a difference, to you?• Defining High Performance Economic Development• ...
19Feedback from you
20
21
22Defining HighPerformance EconomicDevelopment
23“Economic development organizations increasingly operateunder much tighter budgets at a time when the need foreconomic d...
24What is “High PerformanceEconomic Development?”• It is the first measurement of theoutcomes (Inquiries, jobs, capitalinv...
25The Framework:Your Economic Development Brand
26What Do We Measure?
27The results, from 230 +communities
28
29
30
31Highest Performers byMarket SizeExtra Large MarketEDO:(Over 2,500,000pop):Large MarketEDO(1,000,000 to2,500,000 pop):Lar...
32Overall results bycommunity sizePopulation Yearly Web VisitsConversationsPast 12 Months Jobs Last 12MonthsCapitalInvestm...
33Results from communities with between1 and 2.5 million in populationLocation Yearly WebVisitsConversationsPast 12MonthsJ...
34Some simple conclusionsfrom our study thus far
35What worked 20 years ago isnot the same as whatworks today.
36What hasn’t changed:To make a difference, we have to servecompanies directly.If we are not having conversations,we are n...
37What has changed:The ways we start conversations havechanged forever.
38There are lots of reasons not tobe successful. Communities thatare successful don’t let any ofthose reasons slow them do...
39Tactics and StrategiesFrom One TopPerformer
40
41Nashville Challenges• “Music City” brandassociation with old-linecountry music can paintnegative image for business• Sho...
42Nashville Goals• Annual dashboard of metrics include:– Job growth – 12,500/year– Per Capita Income growth – 1.6%– Popula...
43Nashville Tactics• Get the toolsright..nashvilleareainfo.com;RFP process and design;slide decks• Consistent marketing ov...
44
45Nashville Results• Ranked number one for jobgrowth in Atlas Advertising 2012survey of ED groups• Top Ten Economic Develo...
46The Corporate Relocation Story
47Nashville’s Learnings• Embrace who you are• Public-private sectorleadership is key• Metrics matter• Acknowledging weakne...
48What does this mean forOhio?
49Perceptions of Communities inOhio and the Midwest
50Marketing as assistingaudiences compare• In economic development,we tend to stop at trying tobe relevant, and we forgett...
51Marketing is not just about attraction, itis about creating a successful ecosystem.
52How Can You Implement HighPerforming Marketing Programs inYour Own Communities?
53Putting High Performance IntoPractice: The Steps1. Benchmark your community – get abaseline.2. Cut through the clutter: ...
54Plan for Performance.1. Get buy in from your leadershipand stakeholders on a few key goals.Push hard to track the follow...
55Implement the basic tools to manage,measure, and produce results.1. Develop a business brand that is relevant, true, and...
56Basics +1: Additional tactics that driveawareness and traffic to your website.Typical spending Totalconversations/inquir...
57Basics +2: Additional tactics thatconvert website visits to conversations.Typical spending Totalconversations/inquiriesT...
58Basics +3: Additional tactics that bypassthe website and go straight to conversations.Typical spending Totalconversation...
59Celebrate your success!
60Get the report:http://www.slideshare.net/wright0405/atlas-high-performance-economic-development-white-paperTake the surv...
61Questions
62Thank you!Ben Wrightt: 303.292.3300 x 210benw@atlas-advertising.comContact Information:1128 Grant StreetDenver, CO 80203...
I 70 75 Keynote Presentation:  High Performance Economic Development
I 70 75 Keynote Presentation:  High Performance Economic Development
I 70 75 Keynote Presentation:  High Performance Economic Development
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I 70 75 Keynote Presentation: High Performance Economic Development

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Atlas Advertising CEO gives the keynote to the I-70/75 Development Association's Annual Economic Development Summit in Dayton, Ohio on May 29, 2013. Ben discusses Atlas Advertising's High Performance Economic Development framework, and how those approaches apply in the Dayton, Ohio region.

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I 70 75 Keynote Presentation: High Performance Economic Development

  1. 1. 1High Performance EconomicDevelopment in Ohio
  2. 2. 2We are AtlasAdvertisingAnd we do things like this…
  3. 3. 3
  4. 4. 4
  5. 5. 6
  6. 6. 7
  7. 7. 8
  8. 8. 9
  9. 9. Screen shot of Jobs Ohio Promotion of Atlas developed GISmapping tool, easily view able on IPad devices
  10. 10. 13That lead to thingslike…
  11. 11. 14
  12. 12. 15
  13. 13. 16All because…we believe that done right,economic developmentmakes a difference.
  14. 14. 17Current Atlas Clients in Ohio
  15. 15. 18Topics for Today• Does economic development make a difference, to you?• Defining High Performance Economic Development• The results generated from 230+ communities• Some simple conclusions• Tactics from High Performing EDOs• What does this mean for Ohio?• Implementing High Performance EconomicDevelopment in your community
  16. 16. 19Feedback from you
  17. 17. 20
  18. 18. 21
  19. 19. 22Defining HighPerformance EconomicDevelopment
  20. 20. 23“Economic development organizations increasingly operateunder much tighter budgets at a time when the need foreconomic development programming is becoming more crucialto the continued vitality and competitiveness of a community.”International Economic Development Council in “High PerformingEconomic Development Organizations,” 2011
  21. 21. 24What is “High PerformanceEconomic Development?”• It is the first measurement of theoutcomes (Inquiries, jobs, capitalinvestment) that EDO’s createon this scale.• It proves the ways we make adifference, and in some cases,the ways we don’t.• It can help drive your strategicand marketing planning usingactual outcomes, instead ofactivities, using nationalbenchmarks as your guide.
  22. 22. 25The Framework:Your Economic Development Brand
  23. 23. 26What Do We Measure?
  24. 24. 27The results, from 230 +communities
  25. 25. 28
  26. 26. 29
  27. 27. 30
  28. 28. 31Highest Performers byMarket SizeExtra Large MarketEDO:(Over 2,500,000pop):Large MarketEDO(1,000,000 to2,500,000 pop):Large Mid- MarketEDO:(250,000 to 1,000,000pop):Mid Market EDO:(100,000 to 250,000pop):Small Region(25,000 to 100,000pop):Small/Rural City orCounty(Under 25,000):
  29. 29. 32Overall results bycommunity sizePopulation Yearly Web VisitsConversationsPast 12 Months Jobs Last 12MonthsCapitalInvestment Last12 MonthsLess than25,0005,974 37 214 $80,400,00025,001 to100,0007,782 82 392 $76,810,000100,001 to250,00016,339 99 790 $188,200,000250,001 to1,000,00040,220 660 1,824 $312,380,0001,000,000 to2,500,00076,619 316 3,665 $512,400,000Over 2,500,000 50,631 129 6,579 $555,350,000Average forall Sizes32,928 220 2,244 $287,590,000
  30. 30. 33Results from communities with between1 and 2.5 million in populationLocation Yearly WebVisitsConversationsPast 12MonthsJobs Last12 MonthsCapitalInvestment Last12 MonthsAnnualOperatingBudgetOhio Community 43,618169 4,171 $875,700,000Over$2,500,000IndianaCommunity 25,572107 2,329 $424,082,780$500,000 to$999,000TennesseeCommunity338,388 400 14,415 $2,232,616,082Over$2,500,000VirginiaCommunity50,236 101 3134 $418,200,000Over$2,500,000FloridaCommunity 67,440621 4033 $43,600,000Over$2,500,000Average for AboveCommunities105,051 280 5,616 $798,839,772
  31. 31. 34Some simple conclusionsfrom our study thus far
  32. 32. 35What worked 20 years ago isnot the same as whatworks today.
  33. 33. 36What hasn’t changed:To make a difference, we have to servecompanies directly.If we are not having conversations,we are not making a difference.
  34. 34. 37What has changed:The ways we start conversations havechanged forever.
  35. 35. 38There are lots of reasons not tobe successful. Communities thatare successful don’t let any ofthose reasons slow them down.
  36. 36. 39Tactics and StrategiesFrom One TopPerformer
  37. 37. 40
  38. 38. 41Nashville Challenges• “Music City” brandassociation with old-linecountry music can paintnegative image for business• Shortage of IT workforcewith 5+ years experiencelimiting factor on tech-company growth• National attention to statelegislature and politicalinfighting aroundimmigration, incentives, etc.damaging for state image
  39. 39. 42Nashville 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, JobsRetained– Internal Metrics – prospect visits by industry sector; % ratioof RFP’s to site visits, etc.• Successful launch and implementation of IT recruitment projectincluding– Number of tech jobs created, time to fill, etc.• Legislative scorecard
  40. 40. 43Nashville Tactics• Get the toolsright..nashvilleareainfo.com;RFP process and design;slide decks• Consistent marketing over aperiod of years to targetaudiences………siteselection consultants #1– Music = Creativity is themessage• Play to strengths rather thanweakness – e.g. health careservices versus biotech• Policy work on state andlocal level…
  41. 41. 44
  42. 42. 45Nashville Results• Ranked number one for jobgrowth in Atlas Advertising 2012survey of ED groups• Top Ten Economic DevelopmentGroup in America, Site SelectionMagazine, 2011• City named:– #1 – Kiplinger’s “Future Job Creating Machines”,2012– #3 – “Future Boomtowns”, Forbes 2012– #2 – Top Start Up Paradise, Young EntrepreneurCouncil 2012– #3 – Overall America’s Best Cities, Travel + Leisure2012– #2 – Most Cost-Attractive Business Location,KPMG 2012– Top 10 U.S. Culture Cities – Homes Dot Com, 2012
  43. 43. 46The Corporate Relocation Story
  44. 44. 47Nashville’s Learnings• Embrace who you are• Public-private sectorleadership is key• Metrics matter• Acknowledging weakness isfirst step to tackling it• People will fund what theyare passionate about– Nashville Entrepreneur CenterLaunch– Tech Talent Campaign
  45. 45. 48What does this mean forOhio?
  46. 46. 49Perceptions of Communities inOhio and the Midwest
  47. 47. 50Marketing as assistingaudiences compare• In economic development,we tend to stop at trying tobe relevant, and we forgetto be unique.• What about yourcommunity is trulydifferent from othercommunities?
  48. 48. 51Marketing is not just about attraction, itis about creating a successful ecosystem.
  49. 49. 52How Can You Implement HighPerforming Marketing Programs inYour Own Communities?
  50. 50. 53Putting High Performance IntoPractice: The Steps1. Benchmark your community – get abaseline.2. Cut through the clutter: Set goals andPlan for Performance with your boardand stakeholders.– Website visits– Inquiries / Conversations– Jobs Announced– Capital Investment Announced3. Implement the basics, plus additionaltactics that your organization cansupport.4. Adjust to improve your execution.5. Report out and celebrate your results.
  51. 51. 54Plan for Performance.1. Get buy in from your leadershipand stakeholders on a few key goals.Push hard to track the following:a. Awareness: Website visitsb. Conversations / inquiryc. Jobs Announcedd. Capital Investment Announced2. Set a marketing plan that drivesthose goals.
  52. 52. 55Implement the basic tools to manage,measure, and produce results.1. Develop a business brand that is relevant, true, and differentiated2. Economic development website, with a content management system toenable you to make changes3. A base of content about your area and your organization4. A customer relationship management system (or Excel spreadsheet totrack inquiries and results)5. Email marketing management tools, such as Exact Target, ConstantContact6. Social media management tools, such as HootSuite, Tweet Deck, etc.7. Proposal templates and delivery systems (email, online)8. PowerPoint template for community and company presentations
  53. 53. 56Basics +1: Additional tactics that driveawareness and traffic to your website.Typical spending Totalconversations/inquiriesTypical cost perconversationSlideshare promotion $2,000 25 $80LinkedIn promotion $1,000 8 $125Search enginemarketing$6,000 35 $171Display advertising $2,000 10 $200Email marketing $5,000 25 $200Facebook promotion $1,000 3 $388Twitter promotion $2,000 3 $776Direct mail $5,000 5 $970YouTube promotion $10,000 5 $1,940Print advertising $10,000 5 $1,940Earned media/Mediaplacement$20,000 10 $2,000Total $64,000 134 $478
  54. 54. 57Basics +2: Additional tactics thatconvert website visits to conversations.Typical spending Totalconversations/inquiriesTypical cost perconversationGIS systems $5,000 97 $52Blogs/communitygenerated content$4,000 25 $160Virtualfamiliarizationtours$10,000 12 $833Total $19,000 134 $142
  55. 55. 58Basics +3: Additional tactics that bypassthe website and go straight to conversations.Typical spending Totalconversations/inquiriesTypical cost perconversationLead generation $20,000 10 $2,000Trade missions $10,000 2 $4,850Trade shows/conferences$10,000 2 $4,850Cold calling $10,000 2 $4,850State or RegionalPartnering$5,000 1 $4,850Familiarizationtours$50,000 4 $12,500Total $105,000 21 $4,949
  56. 56. 59Celebrate your success!
  57. 57. 60Get the report:http://www.slideshare.net/wright0405/atlas-high-performance-economic-development-white-paperTake the survey toparticipate:http://atlas-advertising.com/Community-Benchmarking-Study.aspxMeasure Something
  58. 58. 61Questions
  59. 59. 62Thank you!Ben Wrightt: 303.292.3300 x 210benw@atlas-advertising.comContact Information:1128 Grant StreetDenver, CO 80203www.Atlas-Advertising.comLinkedIn Profile | LinkedIn Group | Twitter | Blog| Slidespace

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