de-mystifying economic development branding

De-Mystifying

Economic Development Branding

Presented by:

Your Hosts

Ben Wright - CEO –  Founded company in 2001, based on a passion for places –  Former Chief Economist, Metro Denver EDC –  The industry’s leading innovator in linking technology, place marketing

and branding, and economic development –  Favorite Brand This Year: Nest

Guillermo Mazier – Director, Strategic Accounts

–  Former economic developer and tourism marketer for the Costa Rican Investment and Trade Development Board

–  Managed economic development and tourism campaign for Tortugero, CR

–  Industry speaker, content strategy and digital marketing specialist –  Favorite Brand This Year: Nashville

@AtlasAd @Guil ler moMazier #AskAtlas

About Atlas

1.  Led more economic development marketing assignments than any other firm in the country in the last 10 years.

2.  The ONLY full service agency that specializes in economic development marketing, brands and websites.

3.  Has developed High Performance Economic Development Marketing, national marketing metrics that can prove ROI for marketing, branding and website efforts within economic development space.

•  Continue the Conversation: –  Follow us on Twitter: www.twitter.com/AtlasAd –  Tweet questions using hashtag #ASKATLAS –  Join High Performance Economic Development LinkedIn Group

•  View and share the slides with your colleagues (available now):

www.slideshare.com/wright0405

View the slides, continue the dialogue

1.  The Value of an Economic Development Brand - Why Economic Development Branding is Important

2.  How Prospects and Site Selectors Experience Brands

3.  How To Structure a Successful Branding Process

4.  How To Leverage a Brand For The Largest Impact

5.  Case Studies To Reference

Table of Contents

Three keys to outstanding

Branding as defined Simon Sinek

and Apple

WHY

Most communities do their marketing backwards. They start with their "what" and then move to "how" they do it. Apple starts with "why." It is the core of their marketing and the driving force behind their business operations. To help illustrate this point, imagine if Apple also started backwards by creating a marketing message that started with "what." "We make great computers. They're user friendly, beautifully designed, and easy to use. Want to buy one?" Here's what a real marketing message from Apple might actually look like: "With everything we do, we aim to challenge the status quo. We aim to think differently. Our products are user friendly, beautifully designed, and easy to use. We just happen to make great computers. Want to buy one?”

What Makes the Apple Brand Great?

"The overwhelming presence of Apple comes through in everything they do."

•  It’s not just an iconic logo or sexy packaging that has made Apple one of the the most valuable -- and most envied -- brands on the planet. It’s a strategic combination of an awesome product, true dedication to customers, a passion for design, extreme focus, the courage to re-invent everything, consistent delivery on its core promise, and a very clear and compelling answer to the question “WHY?”

AAPL

GOOG

MSFT

Share Price 2002 – 2012

The sum of all the characteristics, tangible and intangible, that make a development, city, state, or region unique. A place brand is an experience (online and offline) an individual has with your organization or your community. •  Embodies a set of core values •  It has personality traits •  Reflects a unique story •  An emotional connection •  The foundation for all internal and external communication

What is a Economic

Development or place brand?

“I’m convinced that pretty much every place has a unique character. It might be hard to articulate, but it’s there. In Midwestern places like Ohio, there’s always a struggle to articulate identity. But visit Cincinnati, Cleveland and Columbus, and it’s instantly apparent these are three radically different cities. Places just need to do a little anthropological work to unearth their distinctiveness, distill it down and then imbue that “mojo” into everything they do.”

Aaron Renn, Demographer, urban affairs analyst, entrepreneur

What is a The Value of the

Silicon Valley Brand

1.  Places leave the most lasting impressions, tangible or intangible, on human beings. And, human beings still make the decision where a company stays or relocates to.

2.  As the world becomes more competitive at a faster and faster rate, choices for companies get harder. As a result, for one site selector, a brand, or reputation, has become one of “Four Pillars of Community Competitiveness.

3.  As companies work to locate where workforce is, how your brand attracts and retains workforce is that brand challenge of the next 25 years.

4.  Having a brand gives you the tools to have a real dialogue about your place. You know you are and you know who you are.

Why is branding important for

economic development?

1.  Familiarization tours

2.  Websites

3.  Direct relationships with ED Professionals

4.  Word of Mouth

5.  All supported with coordinated communications

How site selectors say they like to

experience brands

Feb 9-11, 2014 Atlas attended a familiarization tour In Greenville, FL that included 9 site selectors representing corporate expansions resulting in 50,000 jobs combined in 2013.

Quail hunting with 9 site selectors at honey lake plantation

Familiarization tours

Websites

Panelists: •  Mike Mullis, President/CEO, J. M. Mullis, Inc. •  Hartley Powell, Principal, KPMG LLP •  Don Schjeldahl, Principal, The Don Schjeldahl

Group •  Mark L. Williams, President, Strategic Development

Group

Experience with ED professionals

TNECD brought in 4 site selectors to divulge best practices and biggest blunders communities make when courting new economic development projects. Get ideas on what to replicate in your community as you tell its unique story and learn from others’ mistakes before they happen to you.

Word of mouth

Three keys to outstanding

Branding as defined by Atlas

WHY

Comprehensive Economic

Development Branding:

City of Richmond

Print collateral

Information Architecture

Richmond’s Deal Lost

# Site selection priorities Model FAQ

1 Destination location--within 1 hour of a major urban center or a progressive tourist destination

Used CBSA

2 Progressive climate - culturally, environmentally, politically, culinary

Created a cultural Index using number from population that have a high propensity to go to plays, concerts and museums

3 Plentiful water supply Used a ratio of water to land from USGS

4 Proximity to a town so employees can bike to work, have access to services; or proximity to commuter rail

Brokerage

5 Utility availability and reliability iLocate

6 Municipal development favorability (zoning, permitting, fast-tracking) BEI / Brokerage

7 Vital lifestyle Used MRI data for population with a high propensity to exercise

8 Previously developed site--able to redevelop a beautiful, old building--or a naturally beautiful site

BEI / Brokerage

9 Close to a major interstate and off ramp--or at least unfettered access to one

iLocate

10 Temperate climate, suitable to natural ventilation Need definition from client

11 Ability to have an influence BEI / Brokerage

April 2012

Richmond’s Deal Won

“While you weren’t looking,” Frommer’s told

its readers, “Richmond got cool.”

“The search for our location east of the Mississippi River was no easy endeavor,” said Stone President and Co-founder Steve Wagner. “We received and reviewed hundreds of proposals, visited more than 40 sites, and received quite a bit of attention from communities and craft beer fans. We feel that Richmond’s vibrant energy and impressive craft beer culture, along with the uniqueness of the property, will allow us to create a truly memorable Stone experience for our fans.

October 9, 2014

The Story of “O”: We Don’t Coast

Omaha Chamber of Commerce

WHY? We cannot remain a ‘best kept secret ’

HOW HOURS

3,000 hours Planning and research

Communication/meeting facilitation Creative development

TEAM

4 core Chamber staff 2 consultants 16 creatives 50 core and 100+ additional participants

CREATIVE TASK FORCE

DESIGN CHARRETTE

Creative burst of energy that builds momentum for a project and sets it on a course to meet project goals

RESULT

Here, you earn everything you get. There is no standstill. No off switch. Only momentum, fueled by a drive to let go and do what we love. We are passionate about this community. Here in the heartland, we are more than a cozy place to live – we are a great place to be alive. Maybe not for everyone. Just anyone who wants to be someone. This is Omaha. We Don’t Coast.

Modular in use - Regional

Modular in use – National

1.  Appearance. How they come across without saying a word

2.  Qualifications. What they good at, their key talents/assets.

3.  Competencies. Technical skills/services to help service companies.

4.  Achievements. How have we made an impact?  

5.  Passions. What they love about their community

6.  Value. What they can offer an employer, site selector, prospect etc. 

7.  Reputation. How they are viewed by others.

8.  Personality. Their values, goals, identity and behavior.

9.  Differentiator. The talents that make us unique. 

What Do Apple, Richmond, and Omaha have In Common?

10. Understanding “Why”

Thank you!

Contact information: 929 Broadway Denver, CO 80203 Contact: Guillermo Mazier t: 303.292.3300 x 232 Guillermom@Atlas-Advertising.com www.Atlas-Advertising.com LinkedIn Profile | LinkedIn Group | Twitter | Blog | Slidespace