tactical marketing toolkit: leveraging existing relationships · tactical marketing toolkit:...
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Tactical Marketing Toolkit: Leveraging Existing Relationships2017 AAED FALL FORUM ACADEMY
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Key Themes for Today
1. Leverage your local partners (tourism, City, Chamber, community orgs)
2. Develop strong corporate relationships through business retention efforts
3. Connect with internal clients: internal organization, City leaders and residents
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Key Themes
1. Leverage your local partners (tourism, City, Chamber, community orgs)
2. Develop strong corporate relationships through business retention efforts
3. Connect with internal clients: internal organization, City leaders and residents
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How many of you…..
1. Represent a government organization, with sponsorships restrictions?
2. Represent a local Chamber of Commerce or other local nonprofit organization?
3. Wish you had a better budget?4. Have a good relationship with your ‘sister’
Chamber/City/EDO?5. Have zero interest in even the
appearance of getting along with community business organizations? (ok, that’s rhetorical, I hope…)
4EDO Types
Public Agencies Non-ProfitPrivate Consulting FirmUtility P3Educational Institution Other
Source: 2017 IEDC Salary Survey
Why do we need partners?
Public Sector Entities Have the ‘credibility’ of the public
sector
Often direct access to elected leaders
Procurement restrictions
Cumbersome sponsorship regulations
Cannot fund certain things like: entertainment, client travel, gifts
Private Sector Entities Flexibility in raising and receiving
funds
Can utilize foundations and take policy positions
Do not have as direct access to leadership
May not have the budget or the interest in traditional economic development
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CASE STUDY: Annual Broker Event
• Sponsorships of up to $5k
• Events held at less accessible, harder to get into venues
• All local CRE brokers and developers invited for an evening of fun
• City is able to deliver value proposition message to a large audience
• CHAMBER: exposure to new mix of individuals and any residual revenue
• CITY: Able to host an event these folks will actually come to
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CASE STUDY: Small Business Training
• Professional program facilitator hired by City
• Funding for program from utility sponsors
• Instructors sourced by the Chamber
• Co-promotion of program by City and Chamber
• CHAMBER: Gets recognition for offering tools to small business, speaks at one of the classes
• CITY: Access to volunteer instructors without having to ‘police’ them
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CASE SUDY: Video Programming
• Video promotion ‘Downtown Spotlight’ series
• Businesses must apply to be featured and commit to sharing information at a later time for BRE purposes
• Chamber funding production of first 5 videos
• CHAMBER: Creates exposure for video company member and to City’s social media audience
• CITY: Controls video content, brand, and featured companies selected; avoids public procurement and having to fund the pilot program
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CASE STUDY: Signature Events
• Large, signature events of 350 + attendees
• Chamber accepts sponsor funds and ticket revenue, executes and pays contract for venue
• City does nearly all event production and speaker selection
• CHAMBER: Retains the minimal revenue for Foundation; access to guest lists
• CITY: Additional sponsor dollars can be received; support on promotion and event registration
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Don’t forget about tourism partners – and don’t let them forget about you
Research undertaken by LongwoodsInternational finds tourism advertising campaigns have strong economic development benefits
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CASE STUDY: Target Business Travelers
• Identify points of entry into your community
• Couple quality of life messaging with a business case
• Put simple, impactful messaging in the hands or eyes of all visiting decision makers
• You don’t need an airport to do this –consider billboards, highway signage, digital entry monuments, or geo-fencing advertisement
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Align Your Community Messaging
• Business AND tourism brand must intersect
• Collaborate and develop complimentary graphic design and messages
• Work with tourism colleagues to jointly pursue attracting or attending the right target conferences
• Piggyback on large ad buys for market visits
• Solicit hotels to play short business messaging videos on hotel channels
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Host Events in Target Markets
Understand migration patterns regionally and nationally
Identify concentrated locations of talent specific to the needs of your growing business
Target university students or professional associations
Bring ambassadors and use testimonials
Make it unique
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Key Themes
1. Leverage your local partners (tourism, City, Chamber, community orgs)
2. Develop strong corporate relationships through business retention efforts
3. Connect with internal clients: internal organization, City leaders and residents
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Existing Companies = Your Strongest Asset
• Existing companies are responsible for up to 80 percent of all net new local jobs
• They invest locally, and wield influence• For many communities, retention &
expansion can be a primary function of economic development efforts
• Helps develop an understanding of the local business climate
• Protects against downturns• Companies are MUCH more likely to
listen to other companies than a public official
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CASE STUDY:JDA Software
• Homegrown firm• Could have moved to any of four other
locations in US• Asked for research and support to make
the case for remaining in Scottsdale• City leadership and ACA involvement• Moved to Quarter, retaining 347 jobs @
average wage of $100k• $249 M economic impact over three years• Tourism impact of 3,047 room nights and
total spending of more than $850k
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CASE STUDY:New Programs Created to Address Challenges
• Pennsylvania healthcare company set up its second national operation in late 2013
• 45 Pennsylvania based employees were transferred as a group to Scottsdale
• During meetings with local management, the point was made that there is often a difficult transition for employees transferring to the desert southwest
• In response the team prepared welcome packets for all newly transferred employees, including information on recreation, housing & shopping
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Outreach program structures for connecting with companies
All communities are different – create one that fits local needs Local government led Private organization led (Chamber, EDC) Hybrid partnership
Types of Survey Tools Mail, Email surveys, website surveys or polls Site visit surveys (staff or volunteer) Social media promotion or event surveys
Rules of Thumb Respect their time Keep it confidential Track the information collected
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Finding them can be harder than it seems
Potential Victims Top employers At-risk firms Companies in growth mode Customers in last 12 months Companies with upcoming lease
expirations Companies over a certain size or in
a specific industry sector Target geographic areas Local vs. non-locally owned Someone who called the Mayor…
Stalking Sources CoStar lease information
Hoover’s
Dunn & Bradstreet
Lists of former customers at permit counter
Arizona Corporation Commission
Utility department or City business license list
ZoomProspector.com
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Do your homework FIRST
Research and understand the industries in your economy
Know who your top firms are and what is important to them
Create a program that provides measurable outcomes, and long-term benefits
Figure out your community’s opportunities and challenges to put resources in the most impactful location (aka, strategic planning)
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Prepare for a productive meeting
• Not only what you want to know, but perhaps you have something to offer THEM
• “Junk In, Junk Out” - no matter what data you collect, standardize at least a portion if you want to identify or report on trends
• Examples of survey questions:Organizational info
Facility and workforce needs
Business climate
Sales, revenue, clients, suppliers
Growth plans
Utility and city service ratings
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What are you really looking for?
Red Flags? Declining sales
Lease expiring
Union issues
Obsolete technology
Ownership changes
Lack of growth plans
Loss of vendor relations
Competition
Opportunities? Expanding sales
Workforce training needs
Need for financing for growth
Seeking marketing or export assistance
Requests for regulatory reform
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Closing the conversation loop
Following the business meeting: Address red flag firms immediately Thank you letters – written - go a long way Follow up with any promised information or services within the time
promised/requested Update them on progress down the road on any long-term or policy
items
Local businesses can be your best future job generators and community advocates
The first visit should be the start of a regular relationship
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Having something to offer helps create fans and grow relationships
Technical assistance (marketing, sales, financial systems, safety, business planning)
Site selection Export/market identification assistance Regulatory process support, ombudsman Recruitment or training of labor Connection to financial resources Adjustment of City programs, services, policies and strategies to support
businesses
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CASE STUDY: Talent Attraction as a Business Service Offering• Top need as cited by local companies
• New trend in many regions
• Includes web, social media, job expo and talent attraction strategies
Fifty years ago, companies opened new locations to be near lumber, copper or resources needed for their business. Today, people are the resources.
- “Companies Flock to Cities with Talent,” April 12, 2016; The Wall Street Journal
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CASE STUDY: Des Moines Corporate Engagement
• Engage in job fairs around the country
• Des Moines did 67 campus visits and events in 2015
• Creative, custom job fairs
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CASE STUDY: SizeUptool by GIS Planning
• Allows local businesses to benchmark against competitors, map customers, competitors and suppliers, and locate the best places to advertise
• Useful for small to mid-sized businesses in all sectors
• Sizeup.com free tool: http://www.sba.gov/tools/sizeup
• *SizeUp LBI paid service includes advanced demographic capabilities, does not require sign in
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CASE STUDY: 2 Degrees Portland
• Great tool for visitors
• Pairs those considering the area with local volunteers
• Tracked via Google Analytics
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CASE STUDY: Expanding Your Sales Team
Allow your top businesses to sell the community for you
Invite them to be active players in your strategy, to help you pitch the community to new leads, and to spread the word about your offerings
Testimonial information collected from every meeting, included in prospect proposals
Provide avenues for corporate engagement in the community
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Key Themes
1. Leverage your local partners (tourism, City, Chamber, community orgs)
2. Develop strong corporate relationships through business retention efforts
3. Connect with internal clients: internal organization, City leaders and residents
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What other potential fans are out there?
• Your own internal organization relationships: other departments, City leaders, boards and commissions
• Residential real estate groups• Higher education groups
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CASE STUDY: Shameless Self Promotion
OVER share with full Council: Monthly talking points document
Dominate internal organizational communication
Have a method for reaching out to EVERY local business in community (harder than it sounds)
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CASE STUDY: Form a Physical AND/OR Digital Ambassador Program• Recruit local influencers
• Share positive stories about your community
• Digital Ambassadors post to their social networks
• Track engagement with target audiences
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CASE STUDY: Connect with Current – and Former - Residents
• It’s never too late to make connections
• Connect with senior citizens on their own turf
• Conduct outreach to residents’ family members who have an interest in returning to the region
• Paid ads on LinkedIn can allow you to reach out to former graduates of local schools and universities in specific careers and roles
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Recap, Q&A
1. Leverage your local partners (tourism, City, Chamber, community orgs)
2. Develop strong corporate relationships through business retention efforts
3. Connect with internal clients: internal organization, City leaders and residents
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Thank you.
Danielle Casey, CEcDEconomic Development DirectorCity of Scottsdale480-312-7601
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Data Sources Cheat SheetRETAIL DATA Census Zip Code Business Patterns:
http://censtats.census.gov/cbpnaic/cbpnaic.shtml Retail leakage:
http://www4.uwm.edu/eti/workforce/retail.cfm?which_msa=6200&which_state=04&which_county=021
Development Alliance competitive data: http://www.developmentalliance.com/
Monthly Retail Trade Figures: http://www.census.gov/mrts/www/mrts.html
Maricopa County Cities Tax Rates: http://www.revenue.state.az.us/TpT/tptrates/swfmaricopa.htm
Tax Foundation Research Reports: http://www.taxfoundation.org/research/topic/13.htm
Psychographic/lifestyle data from Claritas: http://www.claritas.com/MyBestSegments/Default.jsp
GENERAL DATA AND RESEARCH Arizona Revised
Statutes: http://www.azleg.state.az.us/ArizonaRevisedStatutes.asp
Blue Chip Forecasts: http://wpcarey.asu.edu/bluechip/phoenix/index.cfm
State incentives comparisons: http://www.blsstrategies.com/RelatedPages.asp?id=120
Your Economy.org comparisons: http://youreconomy.org
WP Carey Economics: http://knowledge.wpcarey.asu.edu/index.cfm?cid=9
Survey of manufacturers: http://www.census.gov/manufacturing/asm/
Local impact fee surveys: http://impactfees.com/resources/surveys.php
Triple bottom line investment analysis tool: http://www.tbltool.org
Comparisons of communities: http://www.ZoomProspector.com
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DEMOGRAPHICS AND LABOR Location Quotient
Calculator: http://data.bls.gov/location_quotient/ControllerServlet
DES AZ Population estimates/projections: http://www.workforce.az.gov/?PAGEID=67&SUBID=137
Bureau of Economic Analysis Local Area Personal Income: http://www.bea.gov/regional/index.htm
Ordering RIMSII Multiplier Data: http://www.bea.gov/regional/rims/order.cfm
Bureau of Labor Statistics http://www.bls.gov/data/home.htm
BLS Quarterly Census of Employment and Wages: http://www.bls.gov/cew/
BLS Occupational Employment Statistics: http://www.bls.gov/oes/
QWI Online: http://lehd.did.census.gov/led/datatools/qwiapp.html
Workforce Investment Act: https://www.azdes.gov/main.aspx?menu=148&id=1990
SMALL BUSINESS SBA: http://www.sba.gov/ SizeUp, small business comparison tool:
http://www.sizeup.com/ BusinessUSA: http://business.usa.gov http://ussourcelink.com/home/
REAL ESTATE RESEARCH AND DATA Housing and Real Estate
Reports: http://wpcarey.asu.edu/finance/real-estate/market-reports.cfm
Business Real estate weekly AZ: http://www.brewaz.com
Maricopa County Assessors Office: http://mcassessor.maricopa.gov
MAG Interactive Maps: http://ims.azmag.gov HUD
Data: http://www.huduser.org/portal/datasets/pdrdatas.html
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PAID MEDIA CHANNELS
SmartBrief: http://www2.smartbrief.com/press/Select.action
Online Press Distribution via Business Wire: http://eon.businesswire.com/portal/site/eon/home/
INTERNATIONAL DATA AND TRADE RESEARCH
US CENSUS ON Foreign Trade: http://www.census.gov/foreign-trade/
Export data and business assistance in exporting: http://export.gov
FDI data service: http://www.fdimarkets.com/index.cfm?page_name=benchmark§ion=city_bench
Trade Administration Jobs Exports Estimates: http://tse.export.gov/JOBS/SelectReports.aspx?DATA=Jobs
Arizona Export Assistance Center: http://export.gov/arizona/
Council on Foreign Relations local government resources: http://www.cfr.org/about/outreach/slo/
Trading economics indicators: http://www.tradingeconomics.com/united-states/indicators
Yale Global: http://yaleglobal.yale.edu
MAGAZINES, TRADE INFORMATION & INDUSTRY ASSOCIATIONS
International Council of Shopping Centers: http://www.icsc.org/
Corenet Global (corporate real estate group): http://www.corenetglobal.org/
Site Selection Magazine: http://www.siteselection.com
Site Selectors Guild: http://www.siteselectorsguild.com/edos.php
Industrial Asset Management Council: http://www.iamc.org
Area Development: http://www.areadevelopment.com/
Daily Business news (for trade specific updates): http://www.dbusinessnews.com/signup.php
National Association of Manufacturers: http://www.nam.org
Brookings Research: http://www.brookings.edu
Real Estate Business Online: http://www.rebusinessonline.com/main.cfm?id=13&state=AZ
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ECONOMIC DEVELOPMENT PROFESSIONAL ASSOCIATIONS
National Development Council: http://www.nationaldevelopmentcouncil.org
Ok University Economic Development Institute: http://edi.ou.edu
Alliance for Innovation: http://transformgov.org/en/home
GovLook network for government reps: http://www.govloop.com
IEDC: http://www.iedconline.org
AAED: http://www.aaed.com
National Council for p3s: http://www.ncppp.org
National Business Incubator Association: http://www.nbia.org
Council of Development Finance Agencies: www.cdfa.org
FINANCING AND GRANTS
New Market Tax Credits: http://www.cdfifund.gov/what_we_do/programs_id.asp?programID=5
Grant searches: http://www.grants.gov
Brownfield grants: http://www.epa.gov/region09/waste/brownfields/grants.html
Economic Development Administration grants: http://www.eda.gov/grants.htm
Council on Development Finance Agencies: http://www.cdfa.net
CB Insights Venture Capital Database: https://www.cbinsights.com/
Crunchbase Startup Funding Database: http://www.crunchbase.com/
BUSINESS ANALYSIS
ReferenceUSA: free via library, http://www.referenceusa.com/Home/Home
Hoovers company data for sales leads and vetting: http://www.hoovers.com/
FirstResearch via Hoovers for industry inforamtion: http://www.firstresearch.com
Manta Profiles: http://www.manta.com
Corporate watchlist: http://www.corpwatch.org/index.php
Plunkett Market Research: http://plunkettresearch.com
Jigsaw, company executing listings free search tool: http://www.jigsaw.com/
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RANDOM TOOLS Saving desktop versions of YouTube
videos: http://savemedia.com Create acronyms:
http://acronymcreator.net Famous
quotes: http://www.quotationspage.com/quotes/
ADDITIONAL PAID DATA RESOURCES Syneva Economics:
http://syneva.com/services Site Selectors Database:
http://www.appliedeconomics.net/ssdb.html
ESRI Business Analytics: http://bao.esri.com/
InfoUSA/SitesUSA: http://www.Infousa.com
CoStar: www.costar.com Dollars and Sense of Shopping Centers:
http://www.amazon.com/Dollars-Cents-Shopping-Centers-SCORE/dp/0874200946
Understanding the retail trade gap: http://www.joe.org/joe/2012june/tt4.php
Adology reports for marketers/advertisers: http://www.ad-ology.com/
Dodge Construction reports, market outlook/activity: http://construction.com/market_research/default.asp
OneSource data for lead identification: http://www.onesource.com/
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OTHER DATA SOURCES, COURTESY OF EDWARD LOWE FOUNDATION
Choicepoint (Lexis-Nexis) nationwide public records, legal, and credit information; must be used for permissible purposes such as official government business.
DialogPRO: scientific, technical, medical, business, news, and intellectual property information from 600 databases.
Dun & Bradstreet: profile of 18 million companies, including: financial information, payment history and trends, history of a business, ownership details, operational information, and details on related firms and special events.
Factiva.com: 8,000 local, national and international newspapers; leading business magazines; trade publications; and newswires in 22 languages. Businesses can monitor competitors, customers, and industry, while also conducting in-depth research and gathering company financial data.
Harris InfoSource: complete coverage of all 14 million U.S. businesses along with significant Canadian firms.
IBISWorld: 700 US industry market research reports.
Jigsaw: online directory of free, downloadable company information and more than 16 million business contacts.
Lexis-Nexis: 14,000 news sources ranging from news or journal articles to intellectual information, financial reports, international and journalism reports, broadcast transcripts as well as 4,800 legal materials such as senate bills and house reports.
Plunkett Research Online (Plunkett Research, Ltd.) provides industry sector analysis and research, industry trends, and industry statistics.
PRO-Net: Internet-based database of information on more than 195,000 small, disadvantaged, 8(a), HUBZone, and women-owned businesses.
Reed Construction Data (Reed Business Information) supplies national, regional and local construction data; building product information; construction cost data; market analytics; and advertising channels to construction industry professionals in the U.S. and Canada.
SkyMinder: aggregates information sources from many different international providers and locally-based sources, and supplies online credit and business information on over 50 million companies in 230 countries.
SRDS Direct Marketing List Source: online directory of marketing list rental information.
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