This document outlines an agenda for a webinar on comprehensive economic development marketing and attraction. The webinar covers topics such as how research can inform marketing decisions, what site selectors say they need from economic developers, and how marketing should differ based on the size and type of organization. Case studies of marketing campaigns for the state of Ohio, Tucson Regional Economic Opportunities, and the city of Webster City, Iowa are also presented. The webinar concludes with recommendations for what communities should focus on in their marketing in 2011.

1. Comprehensive Economic Development Marketing & Attraction

2. Agenda About Atlas A few formative ideas about ED marketing How research can inform your marketing decisions What the customers (Site Selectors) say How marketing should differ by organizational size and type Ohio BDC Tucson Regional Economic Opportunities Webster City, IA What should your community be doing in 2011? View and share the slides Next Atlas webinar Q+A

3. About Atlas Atlas Advertising helps economic developers reach national and international prospect and site selection audiences. We deliver branding, website development, GIS mapping, research, social media, and creative services professionally and with a staff experienced in economic development. Unlike firms with little or no economic development experience, Atlas Advertising uses a proven mix of economic development marketing tactics that generate interest from site selection audiences. Atlas Advertising is led by a former economic development practitioner and has worked with 60+ different economic development clients in 35+ US states. Our approach and experience means that our campaigns generate an average of three to ten times the response of other campaigns. Featured clients: State of Ohio Indy Partnership City of San Francisco Greater Phoenix Economic Council Greater Omaha Economic Development Partnership Webster City, Iowa

4. Download the slides, join the community, continue the dialogue Continue 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 View and share the slides with your colleagues (available now): http://bit.ly/fQB6hC

5. Are you a State, Region, or Individual City/County?

6. Is Your Marketing Budget Growing, Staying the Same, or Shrinking?

7. A Few Formative Ideas About ED Marketing

8. Whether or not you market, your community and its brand already exists. It is up to you to shape, not create, the brand and story of your community. If you don’t, you will leave that up to others who may have different interests.

9. When considering your marketing efforts, set quantitative goals. If you can’t measure it, you shouldn’t buy it.

10. States are different from regions and different from individual cities and counties. The area you represent and how you are funded means you should market differently.

11. Economic developers should respond to those who are already looking before speaking to those who aren’t.

12. Businesses may do one major relocation in their management’s entire time there. Our job as economic developers is to educate, coach, and be relevant to them. If we don’t, we will be cut out.

13. How research can inform your marketing decisions

15. Some examples of standard benchmarks for quantitative goals

16. How to focus your marketing at the correct “moment” for the prospect

17. Please rate the following in terms of their importance as a source of information:

18. 2011: Access to Customers, Incentives, Proximity to Univ., Access to Workforce Lead the “Fastest Growing” Factors List

19. Interesting Findings on Online, Social Media, and New Media

20. Top 10 pages used nationally on ED websites About Us (about the organization) Programs (that the organization offers) Data Center News Relocate and Expand Find Property Site Selection Services Workforce data and Information Database of Companies or Largest Employers Maps of the Area

21. What new media advancements have you seen that you think are valuable to the site selection profession?

22. The Frequency Site Selectors are using Social Media is rising – 86% use weekly or more, compared to 71% in late 2009 Early 2011 Late 2009

23. What Social Media/Networks Site Selectors are Using

24. What the Customers (Site Selectors) SayFor more, visit our website and views “How Site Selectors are Using your ED Website and how they Aren’t: http://bit.ly/fQB6hC

25. Tracey Hyatt Bosman Based in Chicago, IL Former economic developer Specializes in renewable energy and data centers Director of Grubb & Ellis Strategic Consulting Group Tracey.Bosman@Grubb-Ellis.com

27. Secondary source wage information

28. Real estate listings

29. Rankings

31. How marketing should differ byorganizational size and funding type

32. Types 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

33. Case Study 1: State of Ohio Size: State Funding: Public

34. Ohio’s Goals Mission Develop a brand and messages to aggressively sell Ohio as a profitable location for business investment Develop the sales tools and collateral information Market the state in coordination with other state agencies and local/regional development organizations Conduct business recruitment and attraction activities Generate and coordinate lead generation and intake process for the State of Ohio; coordinate the response to these leads with appropriate state, regional and local organizations and officials Objectives Retain and expand companies already doing business in Ohio Attract new companies to Ohio Funding Predominantly publicly funded

35. Ohio’s Target Audience Targeted industries Advanced Energy & Environmental Technologies Aerospace and Aviation Agriculture and Food Processing Bioscience and Bioproducts Corporate and Professional Services Distribution and Logistics Instruments, Controls and Electronics Manufacturing Motor Vehicle and Parts Manufacturing Polymers and Advanced Materials Targeted geographies US Western Europe

36. Ohio’s Challenges Marketing multiple, diverse large regions plus rural areas Combating a rust belt, pro-union image Coordinating hundreds of state stakeholders in the lead generation, management, and submission process

37. Ohio’s Tactics Partnership with the State Department of Development Large scale media in the US to change hearts and minds Direct lead generation using multiple lead gen vendors, in various geographies A leading website that gets 30,000 visits per month A world class GIS system, integrated into their website, that manages all properties, all leads, all prospect companies and prospect submissions Distributed business development professionals throughout the state Trade shows Website: www.ohiomeansbusiness.com

38. Ohio’s Results Awarded 4 straight Governor’s Cups from 2006-2009 for most deals In 2009 alone, Ohio announced 381 expansion or relocation projects Ranked in the top 10 Pro-business states

39. Case Study 2: Tucson Regional Economic Opportunities Size: Large Region (1,000,000) Funding: Public (35%)/Private (65%)

40. Tucson’s Goals TREO's Values Nurture Competitive Economic Growth Build Strategic Partnerships Promote Regionalism Be an Economic "One Stop" Maintain a Customer Focus TREO JobOne Acceleration of regional and national marketing Local company assistance Enhanced tools to spur job creation Creating a strong and unified voice Leveraging the federal stimulus

41. Tucson’s Challenges In the shadow of Phoenix Seen as more of a tourism destination In an economically troubled state, and public funding cut dramatically as a result In the storm of political infighting around immigration, incentives, etc.

43. Aerospace and Defense

44. Bioscience

45. Solar

46. Transportation & Logistics

47. Targeted geographies

48. Southwestern US

49. California

51. Tucson’s Results From 2005 to 2010: 37 relocations 9,200 jobs $1.4 billion in new investment

52. Case Study 3: City of Webster City, IA Size: Individual City/County (7,500 population, 200,000 in labor shed) Funding: Public

53. Webster City’s Goals Increase awareness of the City as a destination for business To recruit/add 500 jobs from 2010-2012 Maximize the reuse of the Electrolux facilities A clearly articulated image for the City and its economic future Build a brand Establish an internal marketing program toward residents Launch communications to site selectors, allies, and targeted industries Launch targeted industry marketing Inspire a generation of local entrepreneurs to forge ahead

54. Webster City’s Target Audience External Audiences: Midwest based site selection consultants Foreign counsels in Minneapolis and Chicago Companies in targeted industries, including Commercial real estate brokers in large Iowa cities Buyers and/or suppliers to companies in and around the Webster City area. Internal Audiences: Residents of Webster City Existing employers Economic development allies at the local, regional, and state levels

55. Webster City’s Challenges Small market in a rural part of a rural state Not a well known, household name No established, centralized economic development entity

56. Webster City’s Tactics Build a clear product brand that differentiates Webster City as a business location Feature rich website, with a virtual familiarization tour Prospect communications – standard PPT presentation Limited advertising campaign, focused on Midwest site selectors Direct communications with site selectors and targeted industry list Limited Trade show participation, focused on targeted industry shows Linkedin for prospecting Website: www.buildwebstercity.com

57. Webster City’s Results Campaign launched January 2011 Quantitative results Two new prospects that have already visited and are in negotiation City has received phone calls from the first direct mail announcement (of an entire campaign) Website traffic has grown, and time on site has increased Website is receiving more traffic from ED specific keywords Qualitative results The city’s profile and visibility for ED efforts have grown. Client is now getting emails from all sorts of entities ranging from prospects to other ED groups asking “How he is doing this?”

58. What should your community be doing in 2011?

59. The Corporate Location Process

60. Atlas Top Tactics for States States can and should play at the top of the funnel, gaining visibility using the following tactics: Familiarization tours/virtual familiarization tours Prospect trips/trade shows Outbound direct communications International outreach States should also work hard to develop a brand that is business friendly: See Ohio, Tennessee, North Carolina. States should have comprehensive websites, including detailed incentives information as well as information on key industries. States should also be delivering a robust GIS system to enable the evaluation of properties and the identification of clusters. States should actively drive traffic to their websites, using search engine marketing, email, and more. States and their Business Development teams should develop a dedicated approach to using Linkedinfor prospecting.

61. Atlas Top Tactics for Regions Depending on budget, regions can also play at the top of the funnel, though less so than States. Virtual familiarization tours Outbound direct lead generation, working with States International outreach, working with states Regional brand should differentiate within the state Regions should have comprehensive websites, including detailed incentives information as well as information on key industries. Sites should also be delivering a robust GIS system to enable the evaluation of properties and the identification of clusters. Regions should actively drive traffic to their websites, using search engine marketing, email, and more. Though regions may have smaller BD teams, they should engage in Linkedin prospecting.

62. Atlas Top Tactics for Cities and Counties under 100,000 in population Small Cities and counties must rely on regions and States to generate awareness for them. Where budget allows, a City/County brand can differentiate within the region Cities and Counties can also should have comprehensive websites, including local incentives information. Sites should also be delivering a robust GIS system, often provided by the State or region, to enable the evaluation of properties Cities can use search engine optimization to drive traffic Cities should maintain a Linkedin presence so that their contact information is available.

63. Download the slides, join the community, continue the dialogue Continue 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 View and share the slides with your colleagues (available now): http://bit.ly/fQB6hC

64. Next Atlas Webinar “How corporate real estate professionals are using GIS to shorten the location evaluation process to hours from months.” Date/Time: Thursday May 12, 11:00 EST First 20 registrants will be admitted as an Atlas Guest. Sign up now

65. Contact Atlas Contact information: 2601 Blake Street, Suite 301 Denver, CO 80205 Contact: Ben Wright t: 303.292.3300 x 210 benw@Atlas-Advertising.com www.Atlas-Advertising.com LinkedIn Profile| LinkedIn Group | Twitter| Blog| Slidespace