Atlas IEDC Internal Marketing
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Atlas CEO Ben Wright presents "Internal Marketing" at the International Economic Development Council's 2013 Marketing and Attraction Conference on October 4, 2013 in Philadelphia PA.
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Atlas IEDC Internal Marketing
- 1. Internal Marketing: Generating Community- Wide Involvement
- 2. Questions We Will Answer 1. What are people in my community saying about economic development? 2. What are appropriate goals for internal marketing? 3. What audiences are most important? 4. What is the role of internal marketing in High Performing Organizations? 5. What are five internal marketing tactics you are likely doing now that you should keep doing? 6. What are five internal marketing tactics you are likely not doing now that you should start doing? 7. What are five things you should stop doing?
- 3. Download the slides, listen to the video, continue the dialogue • Continue the Conversation: – Follow us on Twitter: www.twitter.com/AtlasAd – Tweet questions using hashtag #AskAtlas – Join Next Gen Economic Development Marketers LinkedIn Group • View and share the slides with your colleagues (available now): http://bit.ly/fQB6hC
- 4. What are people in your community saying about economic development?
- 6. How To Vote via Texting
- 7. Poll Question: What percentage of your staff time are you spending on internal vs. external marketing?
- 8. What are appropriate goals for internal marketing?
- 9. Appropriate goals for internal marketing Increased retention conversations Increased investment Generalized support for ED Positive company “buzz” Support for specific community projects Larger “sales team” “Consulting” relationships with companies Increased entrepreneurial activity Better partnerships with content providers and
- 10. What audiences are most important?
- 11. Board Members/Largest Employers: Chris Ciaccio 1. Largest board member 2. Company planning an expansion 3. One of the largest employers in the Bradenton, FL Area Vice President of Marketing and Sales– IMG Performance
- 12. What Chris needs and doesn’t need What Chris Needs • Access to elected officials • Access to incentive programs • To feel like his company is valued • Help marketing the area to attract world class talent • To know he is making a difference in the community • Projects to work on and own What Chris Doesn’t Need • Demographics about the area • A good website • Generalized economic news • Long meetings that drone on
- 13. Elected Officials: Mayor John Lewis 1. Entrepreneurial 2. Active in support of economic development 3. Built extensive digital communications team within Town Former executive at Apollo Group, University of Phoenix
- 14. What Mayor Lewis needs and doesn’t need What Mayor Lewis Needs • Oversight into the direction of economic development programs • An active, measured approach to communications • Full access to projects and deals • To show a return on budgeted activities What Mayor Lewis Doesn’t Need • To execute outbound recruitment marketing himself • To be targeted using your website
- 15. Community Partners: Mike Freeman 1. Former economic developer 2. Runs largest incubator in Fort Collins 3. Works with 75+ companies per year CEO at the Rocky Mountain Innosphere, an incubator/accelerator in Fort Collins, CO
- 16. What Mike Freeman needs and doesn’t need What Mike Needs • Low cost financing for his space • Access to partners (Such as Colorado State) • Investment from City of Fort Collins • To be aware of ED services for his customers (financing, EZ credits, etc) What Mike Doesn’t Need • To be a part of City meetings • To have to go through tons of reporting red tape
- 17. General Business Leaders: Carl Byers 1. Venture Capitalist 2. Never been engaged in economic development 3. Likely thinks he knows what economic development is Venture Partner at Fidelity Biosciences
- 18. What Carl needs and doesn’t need What Carl Needs • To know how economic development is relevant to him • To know when to contact an economic developer • To understand the difference between EDO and tax collector What Carl Doesn’t Need • To be sold on Boston as a good location for biotech
- 19. What is the role of internal marketing in High Performing Organizations?
- 20. What “High Performance Economic Development” is • It is the first measurement of the outcomes (Inquiries, jobs, capital investment) that EDO’s create on this scale. • It proves the ways we make a difference, and in some cases, the ways we don’t. • It can help drive your strategic and marketing planning using actual outcomes, instead of activities, using national benchmarks as your guide.
- 21. The Framework
- 24. • It establishes the RELEVANCE of what you and your organization does • It EDUCATES your internal audiences about what you can do for them • It CONNECTS you and your organization in a timely manner • It ENABLES CONVERSATIONS that put you in a position to solve problems for companies Summary: How internal marketing serves your audiences
- 25. Poll question: What percentage of the people in your community who meet the profiles above know what you do?
- 26. What are five internal marketing tactics you are likely doing now that you should keep doing?
- 30. Active in market media relations
- 31. The Linked In group
- 32. What are five internal marketing tactics you are likely not doing that you should start doing?
- 33. CEO blog and public commentary
- 34. Developing industry champions that are not on staff, and making them accessible
- 35. The video briefing or webinar
- 36. The EDO as consulting services organization
- 37. Content marketing via Slideshare
- 38. What kinds of internal marketing should you stop doing?
- 39. Things to stop doing 1. Fewer “make an appearance” meetings 2. The printed newsletter/Fact book 3. The generalized “buy local” campaign 4. The “run my recruitment campaign locally” approach 5. Local projects that don’t meet your stated metrics goals
- 40. Recap 1. What are people in my community saying about economic development? 2. What are appropriate goals for internal marketing? 3. What audiences are most important? 4. What is the role of internal marketing in High Performing Organizations? 5. What are five internal marketing tactics you are likely doing now that you should keep doing? 6. What are five internal marketing tactics you are likely not doing now that you should start doing? 7. What are five things you should stop doing?
- 41. Contact Atlas Contact information: 1128 Grant Street Denver, CO 80203 Contact: Ben Wright t: 303.292.3300 x 210 benw@Atlas-Advertising.com www.Atlas-Advertising.com LinkedIn Profile | LinkedIn Group | Twitter | Blog | Slidespace
Notes de l'éditeur
- This slide is for display to the audience to show them how they will vote on your polls in your presentation. You can remove this slide if you like or if the audience is already comfortable with texting and/or voting with Poll Everywhere.Sample Oral Instructions:Ladies and gentlemen, throughout today’s meeting we’re going to engage in some audience polling to find out what you’re thinking, what you’re up to and what you know. Now I’m going to ask for your opinion. We’re going to use your phones to do some audience voting just like on American Idol.So please take out your cell phones, but remember to leave them on silent. You can participate by sending a text message.This is a just standard rate text message, so it may be free for you, or up to twenty cents on some carriers if you do not have a text messaging plan. The service we are using is serious about privacy. I cannot see your phone numbers, and you’ll never receive follow-up text messages outside this presentation. There’s only one thing worse than email spam – and that’s text message spam because you have to pay to receive it!
- <?xml version="1.0" encoding="ISO-8859-1" ?><poll url="http://www.polleverywhere.com/multiple_choice_polls/MjEyNjI1OTYyMg"> <!-- This snippet was inserted via the PollEv Presenter app --> <!-- The presence of this snippet is used to indicate that a poll will be shown during the slideshow --> <!-- TIP: You can draw a solid, filled rectangle on your slide and the PollEv Presenter will automatically display your poll in that area. --> <!-- The PollEv Presenter app must also be running and logged in for this to work. --> <!-- To remove this, simply delete it from the notes yourself or use the PollEv Presenter to remove it for you. --> <title>Knowing more things about my community than other people makes me...</title></poll>