Online Marketing forEconomic Development:     What’s Now?     What’s Next?           1
We are AtlasAdvertising     2
We do things like    this…       3
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Screen shot of Jobs Ohio Promotion of Atlas developed Assetmapping tool, easily view able on IPad devices        7
Tucson concepting8
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And we’repassionate about  things like…      11
“If I thought for a minute that I     could get the same product in     the end, even for a higher price,     by going loc...
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And this…    17
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All because…     21
About Atlas Advertising WE BELIEVE THAT ECONOMIC DEVELOPERS    90+   MAKE A DIFFERENCE  Communities                       ...
Join the community, continue thedialogue, get the slides  • Join the Conversation:     – Follow us on Twitter: www.twitter...
Questions we will answer 1. What online tactics are you and your colleagues using    today? 2. What are the basic metrics ...
Marketing tactics available toyou•   Website•   GIS•   Networking via Social Media•   Email•   Search engine marketing•   ...
A few principles that drive (or   should drive) economic   development marketing              26
What worked 20 years ago is  not the same as what      works today.            27
What hasn’t changed:To make a difference, we have to serve companies directly.              28
If we are not havingconversations, we are not  making a difference.           29
What has changed:   The ways we startconversations have changed          forever.           30
When consideringyour marketingefforts, setquantitative goals.If you can’tmeasure it, youshouldn’t buy it.                31
A simple framework to help      define success:     High Performance Economic Development            32
What High PerformanceEconomic Development Is• It is the first measurement of the  outcomes (Inquiries, jobs, capital  inve...
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Metrics you should use tobenchmark your progress             35
Does SIZE Matter: How marketing should differ byorganizational objective, size     and funding type              37
Does Size Matter                   38
Economic developmentorganizational objectives                    39
Size and funding of EDOrganizations• Geographic coverage   – States   – Large Regions (1,000,000 people plus)   – Small Re...
Benchmark yourcommunity today  Drop your business card with me after               the speech!                   41
What tactics are worth your time NOW? And why?             42
NOW Tactics to Consider•   Economic development websites•   LinkedIn for Direct Connections•   GIS Systems (Sites and Buil...
Now tactic 1: WebsiteCost: $8,000 for small    communities           44
Please rate the following in terms oftheir importance as a source ofinformation:                                          ...
46
Now tactic 2: GIS Propertyand Business Search Integrated     Into Your Website    Cost: Thanks to TVA    Community Size   ...
What do website users usewhen they visit ED websites?1. About Us (about the organization)2. Programs (that the organizatio...
Now tactic 3: LinkedIn for Direct CommunicationsCost: $0 for Basic Account             49
Percentage of site selectors and corporatelocation decision makers on LinkedIn today:     81% +                           ...
Example on LinkedIn                      51
Now tactic 4: EmailCost: $250 per year          52
Facts about email1. There are 2.9 billion email accounts   today. There will be 3.8 billion by   2014 (Radicati Group)2. 9...
An example of a highperforming email                  54
What’s next, and why?           55
NOW vs. NEXT Tactics toConsider  Whats NOW                       Whats NEXT• Economic development         Search Engine M...
Next tactic 1: Search engine          marketingCost: $0 - $250 per month for      small communities               57
25-35 percent of your trafficwill come from Google, and it  is still the most trafficked   website for business use.      ...
Sample traffic sources                  59
How Amazon does it               60
Next tactic 2: ContentMarketing using Slideshare        Cost: $0             61
Content marketing via Slideshareis a free and massive trend                      62
It’s audience is professional                    63
How one organization uses it                   64
Next tactic 3: Prospectpresentations via online       meeting Cost: $600 per year            65
What new media advancements haveyou seen that you think are valuableto the site selection profession?                     ...
Examples           67
Next tactic 4: LinkedIn Ads  Cost: $0-2,000 per year              68
Estimated          Reach….     Targeting Users by      Title and More….69
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Thank You!                               Contact information:                                             1128 Grant Stree...
Online Marketing For Economic Development: What's Now, What's Next
Online Marketing For Economic Development: What's Now, What's Next
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Online Marketing For Economic Development: What's Now, What's Next

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We all know prospects are doing research on our communities 24x7x365, and we now get up to 20 times the interactions on our websites as we do through all other communications combined. Do you know what information and digital tools your economic development organization needs in order to market itself effectively? Find out how the latest technologies and digital trends, such as Web-based geographic information systems, can help your community compete in today’s global marketplace.

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Online Marketing For Economic Development: What's Now, What's Next

  1. 1. Online Marketing forEconomic Development: What’s Now? What’s Next? 1
  2. 2. We are AtlasAdvertising 2
  3. 3. We do things like this… 3
  4. 4. 4
  5. 5. 5
  6. 6. 6
  7. 7. Screen shot of Jobs Ohio Promotion of Atlas developed Assetmapping tool, easily view able on IPad devices 7
  8. 8. Tucson concepting8
  9. 9. 9
  10. 10. 10
  11. 11. And we’repassionate about things like… 11
  12. 12. “If I thought for a minute that I could get the same product in the end, even for a higher price, by going local, I would have done it,” Downs said last week. “I have no interest in sending money away to Denver except to get the best product.” -Timothy Downs, CEO City of Dayton Office of Economic Development12
  13. 13. 13
  14. 14. 14
  15. 15. 15
  16. 16. 16
  17. 17. And this… 17
  18. 18. 19
  19. 19. 20
  20. 20. All because… 21
  21. 21. About Atlas Advertising WE BELIEVE THAT ECONOMIC DEVELOPERS 90+ MAKE A DIFFERENCE Communities 43 STATES Atlas’ Mission is to create vital communitiesOur process, knowledge and background enables us to take a comprehensive approach to economic development marketing and attraction.Featured Clients: 22
  22. 22. Join the community, continue thedialogue, get the slides • Join the Conversation: – Follow us on Twitter: www.twitter.com/AtlasAd – Tweet questions using hashtag #AskAtlas • Join the community of innovative economic development marketers – Join our Next Gen Economic Development Marketers LinkedIn Group • Get the slides: www.atlas-advertising.com/community- marketing-presentations.aspx 23
  23. 23. Questions we will answer 1. What online tactics are you and your colleagues using today? 2. What are the basic metrics that you should be trying to achieve, and what defines “good” performance? 3. How should your online marketing and attraction approach differ depending on your organization’s size, goals, and funding? 4. What tactics are worth your time now? And why? 5. What’s next, and why? 24
  24. 24. Marketing tactics available toyou• Website• GIS• Networking via Social Media• Email• Search engine marketing• Content marketing using Slideshare• Google content network/re-targeting• Prospect presentations via online meeting• Other 25
  25. 25. A few principles that drive (or should drive) economic development marketing 26
  26. 26. What worked 20 years ago is not the same as what works today. 27
  27. 27. What hasn’t changed:To make a difference, we have to serve companies directly. 28
  28. 28. If we are not havingconversations, we are not making a difference. 29
  29. 29. What has changed: The ways we startconversations have changed forever. 30
  30. 30. When consideringyour marketingefforts, setquantitative goals.If you can’tmeasure it, youshouldn’t buy it. 31
  31. 31. A simple framework to help define success: High Performance Economic Development 32
  32. 32. 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. 33
  33. 33. 34
  34. 34. Metrics you should use tobenchmark your progress 35
  35. 35. Does SIZE Matter: How marketing should differ byorganizational objective, size and funding type 37
  36. 36. Does Size Matter 38
  37. 37. Economic developmentorganizational objectives 39
  38. 38. Size and funding of EDOrganizations• Geographic coverage – States – Large Regions (1,000,000 people plus) – Small Regions (between 100,000 and 1,000,000 in population) – Individual Cities/Counties under 100,000• Funding – Predominantly publicly funded – Public/Private funding 40
  39. 39. Benchmark yourcommunity today Drop your business card with me after the speech! 41
  40. 40. What tactics are worth your time NOW? And why? 42
  41. 41. NOW Tactics to Consider• Economic development websites• LinkedIn for Direct Connections• GIS Systems (Sites and Buildings Database)• Email• Prospect Management Systems (ie. SalesForce)• Community Videos• Mobile Websites 43
  42. 42. Now tactic 1: WebsiteCost: $8,000 for small communities 44
  43. 43. Please rate the following in terms oftheir importance as a source ofinformation: % Important, % Important, Information Source 2011 2006 Site visits (familiarization tours) 100% 100% Existing relationships with ED officials 95% 88% Community websites 90% 63% Third party national data sources 90% n/a Past experience with other deals 81% 71% Word of mouth from peers 57% 43% Calls from local officials 48% 29% Existing relationships with local real estate 38% 29% community National conferences 29% 0% Trade magazines 29% 14% 45 Social Media/Social Networks 24% n/a
  44. 44. 46
  45. 45. Now tactic 2: GIS Propertyand Business Search Integrated Into Your Website Cost: Thanks to TVA Community Size Local InSite Annual Cost Under 50,000 $500 50,000 - 100,000 $1,500 100,000 - 200,000 $2,500 200,000 - 350,000 $3,500 Over 350,000 $6,000 State $10,000/per state (set-up), $6,000 47 per year
  46. 46. What do website users usewhen they visit ED websites?1. About Us (about the organization)2. Programs (that the organization offers)3. Data Center4. News5. Relocate and Expand6. Find Property7. Site Selection Services8. Workforce data and Information9. Database of Companies or Largest Employers10.Maps of the Area 48
  47. 47. Now tactic 3: LinkedIn for Direct CommunicationsCost: $0 for Basic Account 49
  48. 48. Percentage of site selectors and corporatelocation decision makers on LinkedIn today: 81% + 50
  49. 49. Example on LinkedIn 51
  50. 50. Now tactic 4: EmailCost: $250 per year 52
  51. 51. Facts about email1. There are 2.9 billion email accounts today. There will be 3.8 billion by 2014 (Radicati Group)2. 94% of all online adults use email, and 73% of all users aged 12-17 do (Pew Internet & American Life)3. 62% of all U.S. adult internet users check email on a daily basis. (Pew Internet & American Life)4. Social media users are over 60% more likely to check email at least four times a day than those who don’t use 53 social media. (eMarketer)
  52. 52. An example of a highperforming email 54
  53. 53. What’s next, and why? 55
  54. 54. NOW vs. NEXT Tactics toConsider Whats NOW Whats NEXT• Economic development  Search Engine Marketing websites  Community Generated• LinkedIn for Direct Content Connections  LinkedIn for Lead• GIS Systems (Sites and Generation/Targeting Buildings Database)  Online Prospect Meetings• Email  Online RFP Delivery• Prospect Management Systems Systems (ie. SalesForce)  Responsive Design• Community Videos  Virtual Familiarization Tours• Mobile Websites 56
  55. 55. Next tactic 1: Search engine marketingCost: $0 - $250 per month for small communities 57
  56. 56. 25-35 percent of your trafficwill come from Google, and it is still the most trafficked website for business use. 58
  57. 57. Sample traffic sources 59
  58. 58. How Amazon does it 60
  59. 59. Next tactic 2: ContentMarketing using Slideshare Cost: $0 61
  60. 60. Content marketing via Slideshareis a free and massive trend 62
  61. 61. It’s audience is professional 63
  62. 62. How one organization uses it 64
  63. 63. Next tactic 3: Prospectpresentations via online meeting Cost: $600 per year 65
  64. 64. What new media advancements haveyou seen that you think are valuableto the site selection profession? 66
  65. 65. Examples 67
  66. 66. Next tactic 4: LinkedIn Ads Cost: $0-2,000 per year 68
  67. 67. Estimated Reach…. Targeting Users by Title and More….69
  68. 68. 70
  69. 69. Thank You! Contact information: 1128 Grant Street Denver, CO 80203 Contact: Guillermo Mazier t: 303.292.3300 x 232 Guillermom@Atlas-Advertising.com www.Atlas-Advertising.com LinkedIn Profile | LinkedIn Group | Twitter | Blog | Slidespace 71

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