Internal Marketing: Generating Community-Wide Involvement
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Training class from International Economic Development Council's course held in Madison, WI October 25 & 26, 2012. Presented by Janet Ady, President, Ady Voltege.
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Internal Marketing: Generating Community-Wide Involvement
- 1. Janet L. Ady President 608.663.9218 jady@adyvoltedge.com Madison, WI October 25 - 26, 2012 © 2012 Ady Voltedge © 2012 Ady Voltedge
- 2. 1. Who are your internal audiences? 2. Why do they matter? 3. How do you best engage them? © 2012 Ady Voltedge 2
- 3. Group Discussion Who are your internal audiences? © 2012 Ady Voltedge 3
- 4. Internal Stakeholders • Staff • Boards, Committees • Local Elected Officials • Investors • Business Owners • Ambassadors • Residents © 2012 Ady Voltedge 4
- 5. Internal Stakeholders (cont’d) • Other E.D. Organizations (state, region, county) • Municipalities • Community Colleges • Workforce Development Boards • Utilities • Young Professionals • Retirees © 2012 Ady Voltedge 5
- 6. Why They Matter • Funding • Support/Buy-In • Manpower/Energy/Enthusiasm • Skills and Relationships • Attention and Awareness © 2012 Ady Voltedge 6
- 7. Consider This… If your organization were not successful in marketing to internal stakeholders, what would the consequences be? © 2012 Ady Voltedge 7
- 8. How to Engage Internal Audiences • Include them as part of your formal marketing plan • Segment them so you can tailor: – Messages – Media • Manage the audiences appropriately © 2012 Ady Voltedge 8
- 9. Case Study #1: Palm Beach County, FL BDB • Third-largest county in the U.S. – 1.3 million people – Dozens of municipalities • Each municipality has mayor, elected officials • Sunshine laws/public meeting rules enforced © 2012 Ady Voltedge 9
- 10. © 2012 Ady Voltedge 10
- 11. Case Study #2: ED|WC Washington County, WI • Pursuing economic gardening strategy – Labor-intensive business consulting – Leverages existing industry clusters and supply chains • Multiple communities in county • Key employers a factor in E.D. success © 2012 Ady Voltedge 11
- 12. © 2012 Ady Voltedge 12
- 13. Case Study #3: Village of DeForest, WI • First-tier suburb to Madison • Some significant employers • Shovel-ready properties, growth-oriented Village leadership • Volunteer group of business leaders formed © 2012 Ady Voltedge 13
- 14. © 2012 Ady Voltedge 14
- 15. What was your single most effective example of marketing to an internal audience? © 2012 Ady Voltedge 15
- 16. Internal Marketing Toolbox • Industry Advisory Councils – Regional leaders – Clear purpose – Limited non-industry participants © 2012 Ady Voltedge 16
- 17. Internal Marketing Toolbox • Ambassadors (digital or otherwise) – Regularly pushing out “good news” – Adopting in their own voice and spreading the word © 2012 Ady Voltedge 17
- 18. Internal Marketing Toolbox • Limited-term task forces – Help with a specific project or initiative • Fundraising • Branding • Civic building or asset • Events © 2012 Ady Voltedge 18
- 19. Internal Marketing Toolbox Summary 1. Acknowledge the various audiences 2. Include in your formal marketing plan 3. Invest your time and money accordingly 4. Reap the benefits of engagement © 2012 Ady Voltedge 19
- 20. Janet L. Ady President 608.663.9218 jady@adyvoltedge.com © 2012 Ady Voltedge 20