Top 5 Ways to Get More Marketing Investment in Your Community

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  • 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 isnt dying its growing.

    3. Cleveland isnt rust belt its home to the

    countrys most efficient steel mill.

    4. Cleveland isnt stuck in the past its

    companies are reinventing health care and

    diagnostics.

    5. Clevelanders arent self conscious they are

    proud of where theyre from.

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

  • Whats Your Selling Point?

    Tennessee Valley Authority

    The Tennessee Valley Authority makes it clear

    why theyre 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 Sacramentos 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. Its 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,provethatwhatyouredoingmakesadifferenceforyourcommunity

  • 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 were 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:AvalancheConsultings2017EDIndex

  • 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

    Surveys

    Social Media

    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

    Whats the plan?

    What is your unique value proposition?

    Are you aligned?

    Investor engagement =revenue retention

    Are we leveraging our leaders?

    Dont make promises you cant keep

  • ClintNessmithPrincipal

    Facebook.com/ResourceDevelopmentGroupLinkedin.com/company/rdgfundraising

    @rdgfundraisingwww.RDGfundraising.com