online marketing for economic development: what's now, what's next
Post on 16-May-2015
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Online Marketing for Economic Development:
What’s Now? What’s Next?
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We are Atlas Advertising
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We do things like this…
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Screen shot of Jobs Ohio Promotion of Atlas developed Asset mapping tool, easily view able on IPad devices
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Tucson concepting
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And we’re passionate
about things like…
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“If I thought for a minute that I could get the same product in the end, even for a higher price, by going local, I would have done it,” Downs said last week. “I have no interest in sending money away to Denver except to get the best product.”-Timothy Downs, CEO City of Dayton Office of Economic Development
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And this…
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All because…
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About Atlas Advertising
WE BELIEVE THAT ECONOMIC DEVELOPERS MAKE A DIFFERENCE
Atlas’ Mission is to create vital communities
Our process, knowledge and background enables us to take a comprehensive approach to economic development marketing and
attraction.
Featured Clients:
43 STATES
90+ Communities
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Join the community, continue the dialogue, get the slides• Join the Conversation:
– Follow us on Twitter: www.twitter.com/AtlasAd
– Tweet questions using hashtag #AskAtlas• Join the community of innovative
economic development marketers– Join our Next Gen Economic Development
Marketers LinkedIn Group• Get the slides:
www.atlas-advertising.com/community-marketing-presentations.aspx
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Questions we will answer1. What online tactics are you and your
colleagues using today?
2. What are the basic metrics that you should be trying to achieve, and what defines “good” performance?
3. How should your online marketing and attraction approach differ depending on your organization’s size, goals, and funding?
4. What tactics are worth your time now? And why?
5. What’s next, and why?
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Marketing tactics available to you
• Website• GIS• Networking via Social Media• Email • Search engine marketing • Content marketing using Slideshare• Google content network/re-targeting • Prospect presentations via online meeting • Other
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A few principles that drive (or should drive) economic development
marketing
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What worked 20 years ago is
not the same as what works today.
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What hasn’t changed: To make a difference,
we have to serve companies directly.
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If we are not having conversations, we are
not making a difference.
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What has changed: The ways we start conversations have changed forever.
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When considering your marketing efforts, set quantitative goals. If you can’t measure it, you shouldn’t buy it.
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A simple framework to help define success: High Performance
Economic Development
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What High Performance Economic Development Is• It is the first
measurement of the outcomes (Inquiries, jobs, capital investment) that EDO’s create on this scale.
• It proves the ways we make a difference, and in some cases, the ways we don’t.
• It can help drive your strategic and marketing planning using actual outcomes, instead of activities, using national benchmarks as your guide.
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Metrics you should use to benchmark your
progress
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Does SIZE Matter: How marketing should differ
by organizational objective, size and
funding type
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Does Size Matter
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Economic development organizational objectives
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Size and funding of ED Organizations
• Geographic coverage– States – Large Regions (1,000,000 people plus)– Small Regions (between 100,000 and
1,000,000 in population)– Individual Cities/Counties under 100,000
• Funding– Predominantly publicly funded– Public/Private funding
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Benchmark your community today
Drop your business card with me after the speech!
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What tactics are worth your time NOW? And
why?
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NOW Tactics to Consider
• Economic development websites• LinkedIn for Direct Connections• GIS Systems (Sites and Buildings
Database)• Email • Prospect Management Systems (ie.
SalesForce)• Community Videos• Mobile Websites
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Now tactic 1: Website
Cost: $8,000 for small communities
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Please rate the following in terms of their importance as a source of information:
Information Source %
Important, 2011
% Important,
2006 Site visits (familiarization tours) 100% 100%Existing relationships with ED officials 95% 88%
Community websites 90% 63%Third party national data sources 90% n/a
Past experience with other deals 81% 71%Word of mouth from peers 57% 43%Calls from local officials 48% 29%Existing relationships with local real estate community
38% 29%
National conferences 29% 0%Trade magazines 29% 14%Social Media/Social Networks 24% n/a
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Now tactic 2: GIS Property and Business Search Integrated Into
Your WebsiteCost: Thanks to TVACommunity Size Local InSite Annual Cost
Under 50,000 $500
50,000 - 100,000 $1,500
100,000 - 200,000 $2,500
200,000 - 350,000 $3,500
Over 350,000 $6,000
State $10,000/per state (set-up), $6,000 per year
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What do website users use when they visit ED websites?1.About Us (about the organization) 2.Programs (that the organization
offers) 3.Data Center4.News 5.Relocate and Expand6. Find Property 7. Site Selection Services 8. Workforce data and Information 9. Database of Companies or Largest
Employers 10.Maps of the Area
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Now tactic 3: LinkedIn for Direct
Communications
Cost: $0 for Basic Account
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Percentage of site selectors and corporate location decision makers on LinkedIn today:
81% +
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Example on LinkedIn
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Now tactic 4: Email
Cost: $250 per year
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Facts about email
1. There are 2.9 billion email accounts today. There will be 3.8 billion by 2014 (Radicati Group)
2. 94% of all online adults use email, and 73% of all users aged 12-17 do (Pew Internet & American Life)
3. 62% of all U.S. adult internet users check email on a daily basis. (Pew Internet & American Life)
4. Social media users are over 60% more likely to check email at least four times a day than those who don’t use social media. (eMarketer)
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An example of a high performing email
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What’s next, and why?
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NOW vs. NEXT Tactics to Consider
• Economic development websites
• LinkedIn for Direct Connections
• GIS Systems (Sites and Buildings Database)
• Email • Prospect Management
Systems (ie. SalesForce)
• Community Videos• Mobile Websites
Search Engine Marketing
Community Generated Content
LinkedIn for Lead Generation/Targeting
Online Prospect Meetings
Online RFP Delivery Systems
Responsive Design Virtual
Familiarization Tours
What's NOW What's NEXT
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Next tactic 1: Search engine marketing
Cost: $0 - $250 per month for small
communities
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25-35 percent of your traffic will come from Google, and it is still the most trafficked
website for business use.
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Sample traffic sources
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How Amazon does it
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Next tactic 2: Content Marketing using
Slideshare
Cost: $0
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Content marketing via Slideshare is a free and massive trend
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It’s audience is professional
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How one organization uses it
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Next tactic 3: Prospect presentations via online
meeting
Cost: $600 per year
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What new media advancements have you seen that you think are valuable to the site selection profession?
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Examples
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Next tactic 4: LinkedIn Ads
Cost: $0-2,000 per year
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Targeting Users by Title and More….
Estimated Reach….
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Thank You!
Contact information:
1128 Grant StreetDenver, CO 80203
Contact: Guillermo Maziert: 303.292.3300 x 232
Guillermom@Atlas-Advertising.comwww.Atlas-Advertising.com
LinkedIn Profile | LinkedIn Group | Twitter | Blog | Slidespace
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