The Top Five Ways to Get More Marketing Investment in Your Community

Presented by Atlas Advertising & Resource Development Group

April 4, 2017

Atlas is a niche place-marketing agency that brings a strategic approach to connect people to places and goals to results. We work with communities all over the world to grow their economies, attract tourists and talent, and compete for jobs through a modern, strategic approach.

About Atlas

About Atlas

States Countries Communities

48 6 450+

• MARKET RESEARCH

• MARKETING STRATEGY

• CREATIVE

• DIGITAL

1. Develop Your StoryCreate your positioning

How Your Story Comes Through

The Promise that you make

The Value that you can deliver

The Personality of your community

The Cleveland Story 1. Cleveland is not what you think it is.

2. Cleveland isn’t dying – it’s growing.

3. Cleveland isn’t rust belt – it’s home to the

country’s most efficient steel mill.

4. Cleveland isn’t stuck in the past – its

companies are reinventing health care and

diagnostics.

5. Clevelanders aren’t self conscious – they are

proud of where they’re from.

2. Know Your Competitors & Create Your Business CaseCraft your story of differentiation

What’s Your Selling Point?

Tennessee Valley Authority

The Tennessee Valley Authority makes it clear

why they’re different, and they know the things

that make them special. Shown here are digital

ads that present not just points of differentiation,

but strong reasons for consideration from

prospects and investors.

Affordability Connection

Shared ecosystem of existing talent

Talent

Connected to the Bay Area innovation hub as well as 2 top UC schools

ConnectionAffordable real estate,

distribution & talent solutions

Affordability

Greater Sacramento’s Value PropositionGreater Sacramento provides access to talent and resources through UC Davis and UC Berkeley, as well as the innovation being developed at both top schools, providing a

sustainable environment for the next generation of tech start ups.

TalentThe Greater Sacramento Region

10 states with the most Fortune 500 HQs

California has 51 Fortune 500 HQs.

California companies are 2156% more

profitable than Texas companies and

38% more profitable than New York

companies. This profit amount

includes California state taxes and

regulations.

CaliforniaMost Profitable

TexasCA is 2156%

more profitable

IllinoisCA is 120%

more profitable

MichiganCA is 102%

more profitable

OhioCA is 272%

more profitable

New YorkCA is 38%

more profitable

New JerseyCA is 120%more profitable

PennsylvaniaCA is 291%more profitable

VirginiaCA is 193%more profitable

GeorgiaCA is 115%more profitable

ConnecticutCA is 393%more profitable

NOTE: Eleven states included due to a tie between Georgia and Michigan for 10th place.

SOURCE: Fortune 500, 2016

3. Do Something, Not Nothing at AllFrom a free economic development website, to a low cost video

Low Cost Value-Adds: Video

Goodyear, Arizona

Goodyear Arizona Economic Development put

together a video of companies in the area talking

about strategic advantages, quality of life, and

business assets. It’s a compelling video that

shows real examples of businesses and people

thriving – and why they ultimately chose

Goodyear as a backdrop for success.

http://develop.goodyearaz.com/the-city-region/major-employers

Low Cost Value-Adds: Software

Google Analytics is a freemium web analytics service

offered by Google that tracks and reports website

traffic. Google launched the service in November

2005. Google Analytics is now the most widely used

web analytics service on the Internet.

Google Analytics (FREE)

>20% of EDOS USE GOOGLE ANALYTICS REGULARLY

Low Cost Value-Adds: Software

Crystal is a relatively new Chrome extension that

analyzes public data to tell you exactly how to

communicate with different individuals – with startling

accuracy! Using personality detection technology, the

Crystal for LinkedIn Chrome extension creates unique

personality profiles for every person with an online

presence to show you how to communicate with them in

the most effective way.

(FREE/$49/mo)

Low Cost Value-Adds: Software

4. Find Your Business ChampionsTell them your story, and ask about participation in your organization

Who Are The People That Make Your Community Move?

Chris CiaccioVice President of

Marketing and Sales, IMG Performance

Rob Cohen Chairman and CEO of

The IMA Financial Group, Inc.

.

Storytelling & Influencing

Calgary, AB

The Calgary region is a great example of an

organization leveraging economic outcomes to

educate stakeholders. They developed an event

called Reimagine: Report to the Community,

which is intended to be an engaging discussion

about how their economic development work,

new ideas, and collaboration are shaping the way

they share their story.

5. Show Impact and ResultsThroughmetrics,provethatwhatyou’redoingmakesadifferenceforyourcommunity

Workforce + Employer

Data

Community + Demographic

Data

Marketing + Peer Benchmarking Data

See Greater Madison region for

sample peer benchmarking

dashboard

Organizational Performance

Data

Southwest Michigan First

Generating Awareness in Rhode Island

Assignment

$24,000/8 months

Reach Results

4 Million Targets

168 MQLs

Guillermo Mazier, CEO

1860 Blake Street, Suite B101 Denver, CO 80202

913 742-1720 (Cell)

303 292-3300 (Office)

www.atlas-advertising.com

www.blog.atlas-advertising.com

Thank You + Questions

Connect With Us!

Atlas exists to empower community greatness. We help community leaders be great

because better leaders produce better communities and better communities create

more jobs, retain more companies, and attract more visitors. And we’re constantly

motivated in knowing that jobs change the futures of millions of people in

communities across the world, raising their standard of living, and improving their

outlook.

EDC Fundraising Trends Since Global Recession

April 4, 2017

RDGfundraising.com

TRENDS SINCE THE RECESSION

PIVOT FROM BUSINESS RECRUITMENT TO PRODUCT IMPROVEMENT

2016 NUMBERS

38%

36%

32%

PIVOT FROM BUSINESS RECRUITMENT TO PRODUCT IMPROVEMENT

PIVOT FROM BUSINESS RECRUITMENT TO PRODUCT IMPROVEMENT

“Talentistopofmind. Shiftingattentiontoworkforcedevelopmenthasbeenstrikingsincethe2016EDIndex.90%ofsurveyrespondentsbelievethathavingaskilledworkforceandalignedtrainingprogramshasbecomeevenmoreimportanttothesiteselectionprocessoverthepastyear.Whenaskedwhathaschangedabouttheireconomicdevelopmentactivitiesoverthepast five years,participantsoverwhelminglycitedtheirincreasedattentiontotalentdevelopment(#1among12factors).”

Source:AvalancheConsulting’s2017EDIndex

PIVOT FROM BUSINESS RECRUITMENT TO PRODUCT IMPROVEMENT

Source: Lakey Boyd, AICP, CEcD Re:Posit Strategies Presentation 01/30/2017

RESPONSE- HOLISTIC, ALIGNED STRATEGY

RESPONSE- HOLISTIC, ALIGNED STRATEGY

REVENUE ON THE RISE! BUT DIFFERENT SOURCES AND MORE STRATEGIC

While local government funding for economic development has been on a steady decline for the past

decade, total available corporate funds are at their highest level

ever.

Source: Giving USA 2016 Annual Report

CORPORATE PHILANTHROPY TRENDS

MORE COMPETITION

1,571,056# of registered nonprofits in 2016;

50% more than 2006Source: National Center for Charitable Statistics

RESPONSE: BETTER STRATEGIES AND BENCHMARKING

RESPONSE: BETTER STRATEGIES AND BENCHMARKING

EVOLUTION OF COMMUNICATION

In a world of over-communication, EDOs and Chambers of Commerce

have had to find new and innovative ways to stand out

among the crowd

HOW CAN WE STAND OUT?

INTERNET DEPLOYMENT

ü Surveys

ü Social Media

ü Crowd Funding

CEOS ORGANIZING

Minneapolis - St. Paul

Greater Milwaukee Committee

Saint Louis

FINAL THOUGHTS

RDG PhilosophyStrategy v.

Organization

Transformational Change v.

Transactional Relationship

Strong leadership trumps all other

factors Penetrating at the right level = better

result

Holistic v. A la carte

20% of good results come from

solicitation; 80% come from prep and

follow-up

Challenges and Opportunities

What’s the plan?

What is your unique value proposition?

Are you aligned?

Investor engagement =revenue retention

Are we leveraging our leaders?

Don’t make promises you can’t keep

ClintNessmithPrincipal

Facebook.com/ResourceDevelopmentGroupLinkedin.com/company/rdgfundraising

@rdgfundraisingwww.RDGfundraising.com