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 are Atlas Advertising

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We do things like this…

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Screen shot of Jobs Ohio Promotion of Atlas developed Asset mapping tool, easily view able on IPad devices

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Tucson concepting

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And we’re passionate

about things like…

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“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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And this…

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All because…

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About Atlas Advertising

WE BELIEVE THAT ECONOMIC DEVELOPERS MAKE A DIFFERENCE

Atlas’ Mission is to create vital communities

Our process, knowledge and background enables us to take a comprehensive approach to economic development marketing and

attraction.

Featured Clients:

43 STATES

90+ Communities

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Join the community, continue the dialogue, 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

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Questions we will answer1. 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?

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Marketing tactics available to you

• 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

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A few principles that drive (or should drive) economic development

marketing

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What worked 20 years ago is

not the same as what works today.

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What hasn’t changed: To make a difference,

we have to serve companies directly.

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If we are not having conversations, we are

not making a difference.

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What has changed: The ways we start conversations have changed forever.

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When considering your marketing efforts, set quantitative goals. If you can’t measure it, you shouldn’t buy it.

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A simple framework to help define success: High Performance

Economic Development

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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.

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Metrics you should use to benchmark your

progress

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Does SIZE Matter: How marketing should differ

by organizational objective, size and

funding type

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Does Size Matter

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Economic development organizational objectives

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Size and funding of ED Organizations

• 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

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Benchmark your community today

Drop your business card with me after the speech!

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What tactics are worth your time NOW? And

why?

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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

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Now tactic 1: Website

Cost: $8,000 for small communities

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Please rate the following in terms of their importance as a source of information:

Information Source %

Important, 2011

% Important,

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 community

38% 29%

National conferences 29% 0%Trade magazines 29% 14%Social Media/Social Networks 24% n/a

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Now tactic 2: GIS Property and Business Search Integrated Into

Your WebsiteCost: Thanks to TVACommunity 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 per year

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What do website users use when they visit ED websites?1.About Us (about the organization) 2.Programs (that the organization

offers) 3.Data Center4.News 5.Relocate and Expand6. Find Property 7. Site Selection Services 8. Workforce data and Information 9. Database of Companies or Largest

Employers 10.Maps of the Area

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Now tactic 3: LinkedIn for Direct

Communications

Cost: $0 for Basic Account

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Percentage of site selectors and corporate location decision makers on LinkedIn today:

81% +

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Example on LinkedIn

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Now tactic 4: Email

Cost: $250 per year

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Facts about email

1. 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 social media. (eMarketer)

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An example of a high performing email

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What’s next, and why?

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NOW vs. NEXT 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

Search Engine Marketing

Community Generated Content

LinkedIn for Lead Generation/Targeting

Online Prospect Meetings

Online RFP Delivery Systems

Responsive Design Virtual

Familiarization Tours

What's NOW What's NEXT

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Next tactic 1: Search engine marketing

Cost: $0 - $250 per month for small

communities

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25-35 percent of your traffic will come from Google, and it is still the most trafficked

website for business use.

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Sample traffic sources

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How Amazon does it

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Next tactic 2: Content Marketing using

Slideshare

Cost: $0

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Content marketing via Slideshare is a free and massive trend

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It’s audience is professional

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How one organization uses it

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Next tactic 3: Prospect presentations via online

meeting

Cost: $600 per year

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What new media advancements have you seen that you think are valuable to the site selection profession?

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Examples

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Next tactic 4: LinkedIn Ads

Cost: $0-2,000 per year

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Targeting Users by Title and More….

Estimated Reach….

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Thank You!

Contact information:

1128 Grant StreetDenver, CO 80203

Contact: Guillermo Maziert: 303.292.3300 x 232

Guillermom@Atlas-Advertising.comwww.Atlas-Advertising.com

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