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2018 ECG Economic Development Summit| April 16, 2018
Effectively Telling Your Community’s Story
Photo Credit: National Geographic Kids
avalanche
Agenda
Introductions
The Economic Development Landscape
Taking a Holistic Approach
Telling Your Story
Closing
Effectively Telling Your Community’s Story
Photo Credit: Jennifer Emery
Tony DeLisiVice President, Avalanche Consulting
Effectively Telling Your Community’s Story
National economic development strategists
Serving 100+ communities since 2005
Headquartered in Austin, Texas
85+ years of combined experience
Services
o Economic development strategies
o Labor shed analyses and talent alignment plans
o Custom research
o Marketing and branding services
o Organizational assessments
o HeadlightTM data portals
avalanche
Effectively Telling Your Community’s Story
C O N S U L T I N Gavalanche
StrategyMarketingAnalysis
VTNH
ME
MANY
PA
CT
NJ
DEMDDC
MI
OHINIL
WI
ND
IA
MO
AR
LA
MS AL GA
FL
SC
NCTN
KY
WVVA
ND
SD
NE
KSCO
WY
NMAZ
UT
ID
WA
OR
NV
CA
MT
TX
OK
RI
We are strategists for the nation’s top performing economies.
Economic Development Corp
w w w . B a s t r o p E D C . o r g
Effectively Telling Your Community’s Story
Agenda
Introductions
The Economic Development Landscape
Taking a Holistic Approach
Telling Your Story
Closing
Effectively Telling Your Community’s Story
Photo Credit: American Option Insurance
Competition is Extraordinarily High
50 states3,100 counties374 MSAs19,400 municipal governments
What is the top concern for businesses in your community?
Question
Effectively Telling Your Community’s Story
Talent is King
96%of Avalanche’s ED Index
Survey Respondents Reported an Increase in the Importance of Skilled Workforce
Effectively Telling Your Community’s Story
Changing Site Selection
Businesses still look at many factors -
• Geographic location
• Physical infrastructure
• Utilities
• Business climate
• Customer base
• Real estate
But Talent has risen to the top
US REGION
STATE
METRO
COUNTY
CITY
SITE
Traditional Site Selection Hierarchy
Effectively Telling Your Community’s Story
The Hunt for Workers
Effectively Telling Your Community’s Story
3%
7%
11%
'10 '11 '12 '13 '14 '15 '16 '17 '18
UNEMPLOYMENT RATE2010 – 2018
SOURCE: AVALANCHE CONSULTING / US BLS
You are not Alone
Effectively Telling Your Community’s Story
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6%
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SOURCE: AVALANCHE CONSULTING / EMSI
GEORGIAAVERAGE
UNEMPLOYMENT RATE – GEORGIA COUNTIESFEBRUARY 2018
Agenda
Introductions
The Economic Development Landscape
Taking a Holistic Approach
Telling Your Story
Closing
Effectively Telling Your Community’s Story
Photo Credit: Amber Rhea, Flickriver
Modern economic development must be holistic –
Effectively Telling Your Community’s Story
inclusive of every opportunity to make your community a more prosperous place for all residents and businesses.
Effectively Telling Your Community’s Story
We Can No Longer Operate in Silos
Talent + Education
Innovation + Entrepreneurship
Culture + Recreation
avalanche
Economic Inclusion
Infrastructure
Public Policy
Communications
Quality of Place
$ Affordability
Leadership
Expanding our Mission
BUSINESSATTRACTION
RETENTION &EXPANSION
ENTREPRENEURSHIP
Traditional ED
TALENT &EDUCATION
+ =
PLACEMAKING
Effectively Telling Your Community’s Story
Communication is Key
Effectively Telling Your Community’s Story
Internal & External
Agenda
Introductions
The Economic Development Landscape
Taking a Holistic Approach
Telling Your Story
Closing
Effectively Telling Your Community’s Story
Photo Credit: Brian Brown
How to tell your Story
Know Yourself
Effectively Telling Your Community’s Story
Know Yourself – Conduct an Honest Assessment
• Identify your strengths and weaknesses
• Inventory your assets
• Listen to your constituents
• Articulate your shared values
• Develop a common vision
• Set goals and metrics
Effectively Telling Your Community’s Story
How to tell your Story
Know Yourself
Collaborate
Effectively Telling Your Community’s Story
Collaborate – Working with your Partners
• Get out of your silos
• Build a common agenda
• Think regionally
• Utilize all your resources
• Be inclusive
Effectively Telling Your Community’s Story
How to tell your Story
Know Yourself
Collaborate
Communicate
Effectively Telling Your Community’s Story
Communicate – Creating Powerful Messaging
• Educate your community about economic development
• Advocate for specific investments and policy changes
• Market your opportunities to external audiences – including target industries and talent
Effectively Telling Your Community’s Story
Educate
• Listen to your constituents – And let them know they’ve been heard!
• Keep your community informed.
• Develop strong partnerships with your local media.
• Celebrate your successes – But don’t be afraid to discuss your challenges.
• Be transparent.
Effectively Telling Your Community’s Story
www.aaroregion.com
Effectively Telling Your Community’s Story
Austin Area Research Organization
Advocate
• Identify areas of collaboration.
• Share resources.
• Leverage the collective impact of your stakeholders.
• Use data to provide a non-partisan foundation for decision-making.
• Don’t be afraid to be bold and tackle issues.
Effectively Telling Your Community’s Story
www.columbuspartnership.com
www.blog.columbusregion.com
Effectively Telling Your Community’s Story
Columbus 2020
Economic developers have unique insight on how the many different facets of your community intersect to affect its
economic health.
Become the trusted resource for your community on these important issues.
Effectively Telling Your Community’s Story
Market
• Craft an authentic and inspiring brand identity.
• Utilize your data to uncover unique competitive advantages.
• Provide data that will help the site selection process.
• Share a common message across marketing materials and ambassadors.
• Develop strategic content and a channel plan.
Effectively Telling Your Community’s Story
Houston: The City With No Limits
www.thecitywithnolimits.com
Effectively Telling Your Community’s Story
www.desmoinesmetrodata.com
Headlight Data Portals
www.charlestonregionaldata.comEffectively Telling Your Community’s Story
Communication Planning
• Identify channels based on your target audiences.• Where are they located?• Where do they consume their news?• What social media platforms are they active on?• What people or organizations are influencers?
• Write content for each channel with your target audiences in mind.• Layer data into your advocacy and communications platform to add credibility.• Utilize benchmarks when applicable to help illustrate your point.
• Develop a calendar for each campaign.
Effectively Telling Your Community’s Story
Questions?
Effectively Telling Your Community’s Story
Agenda
Introductions
The Economic Development Landscape
Taking a Holistic Approach
Telling Your Story
Closing
Effectively Telling Your Community’s Story
Photo Credit: Wikipedia
Thank you!
Tony DeLisiVice President, Avalanche Consultingtony@avalancheconsulting.com512.963.7057
Effectively Telling Your Community’s Story
2018 ECG Economic Development Summit| April 16, 2018
Effectively Telling Your Community’s Story
Photo Credit: National Geographic Kids
avalanche
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