This document discusses marketing strategies for economic development organizations. It emphasizes the importance of research, targeting key audiences like relocation consultants, developing a strong brand, and using various marketing methods. These include social media, direct mail, events, and peer-to-peer marketing. The document stresses having marketing materials ready before spending on outward marketing and measuring goals and objectives to track performance.
2. US City Slogans: (These are for Real)
• What happens here, stays here. Las Vegas.
• The aliens aren’t the only reason to visit. Roswell, NM.
• Where horses have the right of way. McKinleyville, CA.
• It’s not the end of the earth, but you can see it from here. Bushnell, SD.
• Where the people are warm even when the weather isn’t. Andover, KS.
• Live large. Think big. Dallas, TX.
• Get ‘Er Done. Havre, MT.
• Cleveland Rocks.
• Rare. Well done. Omaha, NB.
• Music City. Nashville.
Source: Tagline guru.com
3. Executive Summary
• Marketing Defined
• Research
• Target Audiences
• The Importance of Brand
• Marketing Methods that Work
• The Importance of Measuring
4. • Attract, retain & expand businesses
• Improve a community’s image
• Promote policies & programs
• Attract & retain a competitive labor force
Marketing Helps To……
11. • Existing pipeline of prospects – relocations & expansions
• Targeted marketing to top 200 relocation consultants in America
84% of relocations to Metros historically represented by these firms
• National and regional media
Business publications, industry trades for target sectors, general business
• Local business leaders and opinion leaders
Getting the talk on the street right
• Proactive pursuit of relocations in five sectors
HQs, health care, music/entertainment, advanced manufacturing, logistics
Target Audiences (in priority order)
12. Great Brands Include…
Functional &
Emotional Benefits
Nashville’s Brand:
• Creative, Risk-Taking
• All Communications Reflect It
13. Be Ready
for the Prospect
BEFORE you
spend the first $
on outward
marketing
20. spend 10% of their budget on marketing
have a median marketing budget of $70,000
population size
≤250k
Data: Economic Development Marketing: Present and Future,
Anatalio Ubalde and Eric Simundza, 2008
Marketing Spending
21. spend 11%+ of their budget on marketing
have a median marketing budget of $300,000
population size
>250k
Data: Economic Development Marketing: Present and Future,
Anatalio Ubalde and Eric Simundza, 2008
Marketing Spending
22. Nashville Ranked #3 Next Big Boom
Nashville Ranked #6 Best Place
for Business & Career
Nashville Ranked #3 of Top 10
Best Value Cities for 2011
Nashville Chamber named 4th Best
Regional ECD Group in America
Nashville Ranked #1:
Music Scene in America
#1 Manliest City in America
Nashville in the News
31. • Strategy
– Create organizational presence
– Supplement to existing methods; becoming PRIMARY tool for most,
particularly with small budgets
– Serve as independent news publisher/information center
– Be careful…….easy to violate business / personal lines
• Goals: Set Measures before you launch if possible
– Attract 500 followers on Twitter
– Attract 500 fans on Facebook
– Generate 250 visits per month to web site
– Communicate consistently & frequently
Social Media
34. • “Dialogue with industry peers” is the number one
influencer on corporate decision makers on future
facility locations
• Building strong relationships with local leaders is key:
leverage their out-of-market relationships (alumni
networks, suppliers, vendors, etc.)
• Peer to Peer marketing examples
– Louisiana Pacific HQ example
– Oreck HQ example
Peer to Peer Marketing
36. Type of Operation Project
Numbers
Investment Square Footage New Employees
Distribution 6 $130,500,000 2,375,000 1,049
HQ 10 $108,660,000 903,000 2,520
Back Office 11 $146,600,000 1,218,000 5,495
Manufacturing 4 $478,000,000 1,950,000 2,240
Other 6 $284,830,000 383,000 1,740
Total 31 $863,760,000 6,446,000 11,304
Metrics
37. Objectives
2008-2009
Goal
2008-2009
Actual
3 Year
Goal
3 Year
Actual
% of 3
Year Goal
1) Employment Growth of 1.5% per year
in the region
11,500 - 14,733 34,500 9,895 28.7%
2) Maintain average unemployment rates
below 5% each year
< 5% 7.4% 5.3%
3) Population growth of 2% per year in the
region
33,410 30,485 97,763 111,145 113.7%
4) Increase per capita personal income at
a rate that exceeds the CPI index by 0.5%
$1,663 $414 $4,261 $3,330 78%
Metrics