#TellingYourStory

1. Business Attraction/
Site Selection
April 30, 2018
MEDA Annual Conference
A Signet, LLC Company

2. 2
Q: How do you stand out in a
crowded world?
A: Change your message because
the game is changing.

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What you’re already saying…
“We have the workforce, the sites, and
incentives.”
• We already know about the workforce, we want to know
we can keep it there!
• We love certified sites, but let’s talk about your “socially
responsible certified” sites.
• Incentives are just icing on the cake, our clients are more
concerned with how the cake batter is made.

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What site consultants want to hear…
and feel.
SPEED.
CERTAINTY.
SIMPLICITY.

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Speed
• Show me the hurdles before the race starts. Transparency is
more memorable.
• Eliminate delays. “Real estate tax abatements are available
but we need to check with the school board.”
• Who is on your task force? Can you bring all stakeholders
together quickly? What is the RFI process?
• Don’t isolate the real estate professionals.

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Certainty
• Seek out ED “evangelizers” in your community.
o Give them a platform to tell their story.
o Influencers like CEOs, HR professionals, site consultants from
prior wins.
• Develop case studies, references, interviews, panel
discussions.
• Minimize political risk when possible.
• You’ve already been shortlisted, now let’s execute.
• Complete a “Community Readiness Analysis.”

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Simplicity
• Clear on-boarding process for site consultants.
o Eliminate confusion with multiple ED agencies.
o Ability to locate the right person quickly.
o Single point-of-contact.
o Keywords/Google Search
• Create micro-sites with consolidated information.
o www.TVAsites.com
• Re-think your site marketing by presenting them as suitable
for target industries.
o Quality over Quantity.
• Do your own Reverse Search.

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Changing Considerations
• Workforce will always be #1, but focus on development
initiatives.
• Innovation is rising quickly in the Top Charts.
o Go to college for a day.
• Quality of Place
o Bonnaroo & BBQ
• Cybersecurity

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Standing Out
• Consultants receive an inordinate amount of propaganda –
Don’t spam but make personal connections
• Create an authentic and memorable brand that connects
with people outside of the region
• Have others tell your story. Peer-to-peer marketing is more
effective and affordable.
• BombBomb.com
• Small region? Small budget? Think large geographically and
target industry focus.
o Highlight lower occupancy costs and opportunity to be
a big fish in a small pond.
• To FAM or not to FAM?
o Go virtual.
o Lunch N’ Learn

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• Live, Work, Play-ed Out.
• “A great slogan can help people to remember your company,
but it needs to be connected to your brand message.” – The
Placemaking Group

16. 16
Juniper Solutions, a Signet LLC Company, serves both businesses and
communities with a successful history of providing comprehensive real
estate advisory & location strategies, as well as economic development
consulting services to clients throughout North America.
www.JuniperCRE.com
WHO WE ARE

17. THANK YOU.
QUESTIONS?
Scott Pollock
Senior Vice-President
Juniper Solutions
juniperCRE.com
spollock@junipercre.com
216.821.8149