chesterfield economic development: effective marketing strategies
DESCRIPTION
Effective Economic Development Marketing: High-Touch & High-TechTRANSCRIPT
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Effective Economic Development Marketing
High-Touch & High-Tech
August 2011
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Effective Economic
DevelopmentMarketing Strategies
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Combine a comprehensive online presence with personalized face to face service.
Most Effective Strategy
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Out of Town MeetingsWith Businesses & Consultants
Business Attraction Program
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๏ Office — Corporate headquarters and finance, securities and insurance firms
๏ Life sciences — R&D and pharmaceutical manufacturing๏ Information technology — Data and digital communications๏ Advanced materials — Materials and chemical manufacturing๏ Advanced manufacturing — Highly automated technology
driven manufacturing๏ Wholesale, distribution and logistics — Food and non-
food products๏ Aviation — Manufacturing and service companies๏ Retail — Market to unique developments๏ Food — Manufacturing and packaging
Target Marketing Sectors
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chester!eld
Business Expansion & Business Retention Program
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๏ Business Start-Up Assistance
๏ Workshops and Seminars
๏ Site Selection Assistance
๏ Permit Process Guidance
๏ Access to Capital
๏ Procurement Opportunities
๏ Business Counseling
Small & Minority Business Development
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Internet Marketing
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Site Selectors Use the Web First
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√√√√√√√√√√
Demographic reportsLabor forceLand/sites and buildings inventoryMapsStaff directory and contact informationMajor industries or business/industry clustersInfrastructureMajor employersIncentivesQuality of life
Ten Most Important Features in anEconomic Development Website
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Chesterfield’s Web Site 1996
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Chesterfield.gov 2011
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ChesterfieldBusiness.com 2011
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To be competitive, an economic development organization needs to deliver its content through as many channels, and to as many target audiences, as possible.
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Target MarketMicro Sites
Content Channel
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Aviation
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FlyChesterfield.com
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Small Business
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MyBusinessStartsHere.com
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Desktop, iPad & Mobile Versions
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Food Processing
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ChesterfieldFoods.comComing Soon
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Tourism(Destination Marketing)
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VisitChesterfieldVA.comComing Soon
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Economic development communications are moving toward multi-channel mobile delivery.
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Social MediaMarketing
Content Channel
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Twitter.com/ChesterfieldBiz
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ChesterfieldBusiness.com/Blog
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ChesterfieldBusinessNews.comComing Soon
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ChesterfieldBusiness.com/YouTube
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Example VideoUptown Alley Groundbreaking
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Tying Traditional Marketing Materials to
the Web
Content Channel
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Existing Community Profile
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Future Community Profile
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?
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QR Code on MTP Brochure
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Measuring Usage & Results
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Content Channel
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Sample Version of ‘Dog & Pony Show’
for Community Organizations
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GATEWAYS & CORRIDORS
L I F E L I N E S F O R C O M M E R C I A L D E V E L O P M E N T I N C H E S T E R F I E L D
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BUSINESS STARTS HERE
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WHAT’S HAPPENING
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IN OUR LOCAL ECONOMY
WHAT’S HAPPENING
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IN OUR GATEWAYS & CORRIDORS
WHAT’S HAPPENING
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WITH OUR BUSINESS PROGRAMS
WHAT’S HAPPENING
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In OurLocal Economy
In OurGateways & Corridors
With OurBusiness Programs
WHAT’S HAPPENING
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JOBS & BUSINESSES
• Jobs in Chesterfield
• 113,924 jobs (4th Qt. 2010)
• Increase of 2,482 (from 1st Qt. 2010)
• Businesses in Chesterfield
• 7,498 businesses (4th Qt. 2010)
• Increase of 123 (from 1st Qt. 2010)
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ECONOMIC DEVELOPMENT RESULTS IN FY10-11
• New Announced Investment: $142.7 M (+112%)
• Announced New Facilities: 8 projects
• Announced Expansions: 3 projects
• Announced New Jobs: 721
• Existing Industry Calls: 150
• Active Prospects: 154
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In OurLocal Economy
In OurGateways & Corridors
With OurBusiness Programs
WHAT’S HAPPENING
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GATEWAYS AND CORRIDORS
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WESTERN MIDLOTHIAN GATEWAY
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BON SECOURS
WESTERN MIDLOTHIAN GATEWAY
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PLAZA AZTECA MEXICAN RESTAURANT
WESTERN MIDLOTHIAN GATEWAY
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SHOPPES AT WESTCHESTER
WESTERN MIDLOTHIAN GATEWAY
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CENTRAL MIDLOTHIAN CORRIDOR
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CENTRAL MIDLOTHIAN CORRIDOR
THE MILLWORKS AT THE GREEN
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CENTRAL MIDLOTHIAN CORRIDOR
T.J. MAXX & HOMEGOODS
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CENTRAL MIDLOTHIAN CORRIDOR
COSTCO AT WOODLAND CENTER
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WESTERN HULL STREET CORRIDOR
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WESTERN HULL STREET CORRIDOR
HANCOCK VILLAGE
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WESTERN HULL STREET CORRIDOR
DICK’S SPORTING GOODS
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WESTERN HULL STREET CORRIDOR
PEARSON HONDA
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WESTERN HULL STREET CORRIDOR
UPTOWN ALLEY
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MEADOWVILLE GATEWAY
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I-295 INTERCHANGE CONSTRUCTION
MEADOWVILLE GATEWAY
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ETTRICK GATEWAY
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CHESTERFIELD AVE. ENHANCEMENTS
ETTRICK GATEWAY
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In OurLocal Economy
In OurGateways & Corridors
With OurBusiness Programs
WHAT’S HAPPENING
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BUSINESS FIRST CHESTERFIELD OUTREACH ONGOING
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START A BUSINESS WEB PORTAL LAUNCHED
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SHOP CHESTERFIELD FIRSTCAMPAIGN CONTINUES
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