IEDC Atlas Branding Your Community & Engaging Talent

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Atlas CEO Ben Wright's presentation at the International Economic Development Council's Marketing & Attraction about Branding Your Community & Engaging Talent. Topics include building community brands, online, and more.

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IEDC Atlas Branding Your Community & Engaging Talent

  1. 1. IEDC Marketing & Attraction: Branding Your Community & Engaging Talent<br />
  2. 2. Table of contents<br />What is a brand?<br />The case for and against community branding <br />How prospects and site selectors experience brands<br /><ul><li>Traditionally
  3. 3. In a Social Media world </li></ul>How to structure a successful branding process <br />How to leverage a brand for the largest impact<br />How to engage talent in branding <br />
  4. 4. What is a brand?<br />A trade name: a name given to a product or service <br />A recognizable kind; "there's a new brand of hero in the movies now"; "what make of car is that?" <br />An identification mark on skin, made by burning <br />The sum of all the characteristics, tangible and intangible, that make something unique.<br />
  5. 5. What is a place (product) brand?<br />The sum of all the characteristics, tangible and intangible, that make a development, city, state, or region unique.<br />
  6. 6. What is an organizational (service) brand?<br />The sum of all the characteristics, tangible and intangible, that make an organization, and its service offering, unique.<br />
  7. 7. Why is branding important for economic development? <br />As the world becomes more competitive at a faster and faster rate, choices for companies get harder. As a result, for one site selector, a brand, or reputation, has become one of “Four Pillars of Community Competitiveness.”<br />As companies work to locate where workforce is, how your brand attracts and retains workforce is that brand challenge of the next 25 years. <br />As companies decide who can help them through a site location process, your organization must be seen as a consultative resource to be contacted. <br />
  8. 8. Why the debate is irrelevant<br />Who owns “Educated workforce?”<br />
  9. 9. Why the debate is irrelevant<br />“Educated workforce” =<br /> Boston, San Francisco<br />
  10. 10. Why the debate is irrelevant<br />Who owns “Competitive Business Costs?” <br />
  11. 11. Why the debate is irrelevant<br />“Competitive Business Costs” =<br /> Alabama, Tennessee, Carolinas, Mumbai<br />
  12. 12. Why the debate is irrelevant<br />Who owns “Business Friendly City?” <br />
  13. 13. Why the debate is irrelevant<br />“Business Friendly City” =<br /> Charlotte, Nashville<br />
  14. 14. How Brands are Experienced by Site Selectors, Prospects, and local companies<br />
  15. 15. Sample process that companies and site selectors go through<br />
  16. 16. How site selectors say they like to experience brands<br />
  17. 17. In the Future: Through Social Media <br />It is a channel for people to discover, read, and share information about your community. <br />It can foster “many to many” dialogues about the most important issues and assets in your community. <br />It can transform your board members, community advocates, and ordinary citizens into marketers (or critics)<br />It facilitates relationships around information, issues, and assets in your community quickly, transparently, and flexibly. <br />
  18. 18. How to structure a successful branding effort<br />Input from local stakeholders<br />Interviews with national site selectors/companies<br />Positioning your community<br />Creative concepting<br />Execution<br />Leveraging the brand<br />
  19. 19. Input from stakeholders<br />What challenges is your business facing?<br />What are the key determinants your company used to locate here?<br />How well does our city meet those criteria today?<br />If I said that our city was [Insert message] how believable would that be? How appealing?<br />When you describe the city to other businesses, what do you say?<br />How well is our organization doing its job?<br />
  20. 20. Test findings with site selectors<br />What are the key attributes your clients are using to select a location? <br />What cities do you think of when I mention a certain attribute? <br />If I said that our city was [Insert message] how believable would that be? How appealing?<br />Have you ever considered [insert city name] as a location for any of your clients?<br />When you have had a project that has considered [insert city name], what other cities did you also consider?<br />
  21. 21. Writing a positioning statement for ED<br />For (target customers)<br />Who need (primary need)<br />Your city is a (known product category)<br />That provides (key product attributes)<br />Unlike (the alternative)<br />Your city provides (key differentiators)<br />
  22. 22. Three keys to outstanding positioning<br />Relevant<br />True<br />Different<br />
  23. 23. Omaha positioning<br />Cost effective location<br />Heritage of business success: <br />5 Fortune 500 Company HQ<br />A city on the rise: $2 billion invested in downtown<br />
  24. 24. Concepting<br />
  25. 25. Concepting<br />
  26. 26. Concepting<br />
  27. 27. Concepting<br />
  28. 28. Tucson, AZ positioning<br />Cost effective, multilingual workforce<br />Specific strengths in aerospace, optics, and light manufacturing<br />Moderate taxes and business costs, <br />Expedited permitting and incentive process through single economic development entity, with services of city, county, private sector, and incubator all under one roof. <br />
  29. 29. Tucson concepting<br />
  30. 30. Tucson concepting<br />
  31. 31. Tucson concepting<br />
  32. 32. Tucson web<br />
  33. 33. Tucson results<br />Website visits up to 3.5 times the national average<br />Prospecting activity up significantly= 37 deals totaling 9,200 jobs and $1.4 billion impact over 5 years<br />Investment in the organization moved from 100% publicly funded to 55% private funding<br />IEDC Award winning website <br />
  34. 34. Recap<br />There should be no debate about ED branding – the brands exist and are being used every day. <br />How to best execute the brand is then the issue <br />Include your local stakeholders<br />Learn what you don’t know from a national audience – they will change your campaign remarkably<br />Concept across a wide swath – places are complex things<br />Execute in ways that site selectors and prospects value – online and through events. <br />
  35. 35. How to Engage Talent in Community Branding <br />
  36. 36. Engaging Talent – Internal <br />You must appoint a staff point person who will lead the process <br /><ul><li>Internally
  37. 37. With a board or community subcommittee</li></ul>That person will also become your brand champion after it is developed<br />Skills needed:<br /><ul><li>Outstanding communications skills
  38. 38. Long term view
  39. 39. Not necessarily a marketer – but it is a plus. </li></li></ul><li>Engaging Talent – External <br />Your options for external talent include:<br /><ul><li>Local agencies
  40. 40. Local freelancers
  41. 41. National agencies
  42. 42. National agencies that specialize in economic development </li></li></ul><li>Engaging Talent – External <br />
  43. 43. Put your marketing skills to the test, and serve your country! <br />Write the best messaging for the United States for Foreign Direct Investment<br />Become our 4th Panelist Tuesday the 20th at 8:00 PM<br />Criteria for entry: <br />Follow @atlasad on Twitter<br />Be judged as the best by other panelists<br />Tweet using the hashtags: #iedcand #usvworld<br />By Tuesday at 6:00 PM<br />
  44. 44. Contact Atlas<br />Contact information:<br />2601 Blake Street, Suite 301<br />Denver, CO 80205<br />Contact: Ben Wright<br />t: 303.292.3300 x 210<br />benw@Atlas-Advertising.com<br />www.Atlas-Advertising.com<br />LinkedIn Profile| LinkedIn Group | Twitter| Blog| Slidespace<br />

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