The Top Five Ways to Get More Marketing Investment in Your Community Presented by Atlas Advertising & Resource Development Group April 4, 2017
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