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TN ECD Governor's Conference - Economic Development Marketing from Good to Great


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With greater emphasis on job creation by state and local officials, economic developers are continually pressured to be the drivers of positive change in their communities – often with little to no funding and in one of the most challenging economic climates the country has ever seen. Yet, the most successful economic development organizations have found ways to leverage innovative technology and partnerships, promote their communities and collaborate with one another to increase the probability of retaining business in their own communities and attracting business from outside their communities

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TN ECD Governor's Conference - Economic Development Marketing from Good to Great

  1. 1. 1 Economic Development Marketing From Good to Great: 8 Economic Development Marketing Tips to Get Your Community Noticed Today
  2. 2. 2 We are Atlas Advertising And we do things like this…
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  5. 5. 5 Tucson concepting
  6. 6. 6 Campaign development. Positioning.
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  12. 12. 12 Screen shot of Jobs Ohio Promotion of Atlas developed GIS mapping tool, easily view able on IPad devices
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  14. 14. 14 And we’re passionate about things like…
  15. 15. 15 “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 Development
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  19. 19. 19 “Atlas Advertising is the Exclusive High Performance Economic Development Marketing Firm of IEDC” Jeff Finkle, President/ CEO IEDC
  20. 20. 20 And this…
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  23. 23. 23 THEN..
  24. 24. 24 NOW…
  25. 25. 25 All because…
  26. 26. 26 Featured Clients: 43+ STATES 120+ Communities WE BELIEVE THAT ECONOMIC DEVELOPERS MAKE A DIFFERENCE…. 1 MISSION - ‘To Create Vital Communities’ 6 COUNTIES
  27. 27. Insert CTA Header Download this presentation and others at: presentations.aspx
  28. 28. 28 Meeting Agenda 1. A Formative Idea for Today’s Session 2. What are the basic principles that should drive your economic development marketing? – What should our marketing, job creation, and capital investment objectives be? – How will we know if we are successful? – What are the best communities doing to succeed? – How can we be more relevant to our investors, boards, and stakeholders? 3. What are 8 Tips that we can implement to get our communities noticed today? 4. Benchmarking Opportunity
  29. 29. 29 Formative Idea for Today’s Session ”Prospects (Site Selectors, Companies, Talent) are now in control of when and how they access information during the purchase process. At the same time, Economic Developers are constrained by tight budgets while charged with longer to-do lists, including the need to interact with board’s, stakeholders and customers across a variety of marketing, political, financial and infrastructure channels. And at the end of the day, Economic Developers are more accountable than ever for results”
  30. 30. 30 A few principles that drive (or should drive) economic development
  31. 31. 31 What worked 20-50 years ago is not the same as what works today.
  32. 32. 32 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.
  33. 33. 33 Economic Development is a Spectrum of Activities
  34. 34. 34 The Framework
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  40. 40. 40 GET FOUND ONLINE • Google has evolved from a 1996 research project into the world’s most visited website with more than five billion searches every day. Providing the most relevant search results to users fuels its massive growth. • 90% of the Site Selection process starts online
  41. 41. 41 EFFECTIVE SEARCH MARKETING • Ranking #1 organically for “your city/region economic development” • Ranking #1 organically for “your organization name” • Utilizing paid search (PPC) to drive additional traffic
  42. 42. 42 Top 10 search terms that drive traffic to ED websites 1. Your organization name 2. Your city/region name “economic development” 3. Incentive type offered in your region (depends on community) 4. Resident company name (i.e., Boeing) 5. Region name (if different from city) 6. Organizational url (without .com/.net/.org) 7. Campaign name (initiative or fundraising) 8. City/region name “maps” 9. City/region name “counties” 10. City/region name “industries”
  43. 43. 43 REMEMBER WRITING FOR THE WEB IS JUST DIFFERENT Most people scan content online. Make your content engaging and easy to ready by: • Breaking information into sections • Using bulleted list • Bolding text to emphasize key points • Writing shorter paragraphs • Employing subheads (h2 and h3) • Leaving out the buzzwords and the jargon
  44. 44. 44 GOT SITES & BUILDINGS?
  45. 45. 45 GIS Content on Economic Development Websites Existing Building Critical Search Fields City County Minimum Square Feet Maximum Square Feet Minimum Clear Height Minimum Column Spacing Sale, Lease, Both Building Type (i.e., Industrial, R&D, Commercial, etc.) Specialty Feature (i.e., Call Center, Clean Room, Cold Storage, Data Center, etc.) Zoning Cranes Docks Rail (preferred/required) Max Distance to: - Interstate - 4-Laned Highway - Commercial Airport Previous Use Land Critical Search Fields City County Minimum Acres Maximum Acres Site Zoning Rail Proximity Max Distance to: - Interstate - 4-Laned Highway - Commercial Airport Brownfield or Greenfield • Concerning GIS content, critical applications include: – Interactive Property Search Maps – Interactive Demographics & Major Employer Plots – Downloadable Shapefiles (.shp) for use in mapping software • To provide better service to the corporate site seeker, the following guidelines are suggested for economic development organization websites:
  46. 46. 46 GIS Content on Economic Development Websites Base Layer Menu County Boundary Streets Airport Runways , Noise Contours, Property Lines Subdivisions Zoning Boundaries Parcels Zip Codes Rivers Forest / Preserved Areas Flood Plains Elevation (10 ft and 2 ft contours) Future Land Use Color Aerials City/Municipal Boundaries Schools (including colleges) Rail (yards, spurs, main lines) Utilities (to the extent available) Future Land Use Submenu Business Park Commercial Developmentally Sensitive Hydrology High Suburban Density Industrial Public / Institutional Recreation Rural Density Rural Land Suburban Residential Transportation Urban Density • Baseline content that would facilitate an interactive GIS platform should include the following “activateable” menus:
  49. 49. 49 AN EXAMPLE
  50. 50. 50 AN EXAMPLE
  51. 51. 51 YOUR WEBSITE IS YOU ONLINE • Your website is an outreach of your community—think of how you extend in-person greetings to your prospects, and try, as hard as you can, to deliver that message and tone online • Your site is not static, it’s living and breathing—it takes incredible attention and detail, but it will deliver incredible results • Your site is your platform—for first impressions, for storytelling, for capturing attention and most importantly for starting a conversation
  53. 53. 53 WEBSITES FOR DATA
  54. 54. 54 Top 10 pages requested nationally on ED websites 1. About Us (about the organization) 2. Programs (that the organization offers) 3. Data Center 4. News 5. Relocate and Expand 6. Find Property 7. Site Selection Services 8. Workforce Data and Information 9. Database of Companies or Largest Employers 10. Maps of the Area
  55. 55. 55 BUILD DYNAMIC CONTENT • Dynamic content is content that caters specifically to the viewer, letting you provide relevant information whether they’re a prospect, lead, or even a internal stakeholder. As a result, it provides the opportunity for you to be a champion of “context” — providing the right content at the right time. • 144.8 billion - that’s the number of emails sent every day, according to Mashable. • Businesses that regularly blog receive 55% more web traffic and 70% more leads than those that don’t. Why? Because blogs are like chum for Google and other search engines. They’re the bait that reels in customers when they’re searching the Web
  56. 56. 56 HOW ONE EDO DOES IT.
  57. 57. 57 EMBRACE NEW TECHNOLOGY • In today’s globalized world there is little that can’t be made more efficient through the use of powerful technology.
  59. 59. 59 Use LinkedIn Ads For Targeting Company Audiences
  62. 62. 62 40% percent of workers plan to look for a new job within the next 6 months with 69% using social media to do it. Source: 2013 Ranstad Staffing Study
  63. 63. 63 Get the report: 05/atlas-high-performance- economic-development-white-paper Take the survey to participate: http://atlas- Benchmarking-Study.aspx BENCHMARK YOUR PERFORMANCE TODAY
  64. 64. 64 THE ECONOMIC DEVELOPMENT OLYMPICS. Philadelphia, PA| Oct. 6-9, 2013 Click here to learn more:
  65. 65. 65 “When [what you are deeply passionate about, what you can be best in the world at and what drives your economic engine] come together, not only does your work move toward greatness, but so does your life. - Jim Collins BE GREAT NOT GOOD
  66. 66. 66 Questions
  67. 67. 67 Thank you! Contact information: 1128 Grant St. Denver, CO 80205 Contact: Guillermo Mazier t: 303.292.3300 x 232 LinkedIn Profile | LinkedIn Group | Twitter | Blog | Slidespace