Atlas Re-thinking ED Marketing TNECD

1. Re-Thinking
Economic Development
Marketing
Presented by:

2. About Me
Guillermo Mazier
Director,
– Former economic developer and tourism marketer
for the Costa Rican Investment and Trade
Development Board
– Managed economic development and tourism
campaign for Tortugero, CR
– Industry speaker, content strategy and digital
marketing specialist
Strategic Accounts, Atlas Advertising
guillermom@atlas-advertising.com
www.twitter.com/atlasad
@GuillermoMazier
#AskAtlas

3. About Atlas
1. Led more economic development marketing assignments than any other firm in the
country in the last 10 years.
2. The ONLY full service agency that specializes in economic development marketing, brands
and websites.
3. Has developed High Performance Economic Development Marketing, national
marketing metrics that can prove ROI for marketing, branding and website efforts within
economic development space.

4. View the slides, continue the dialogue
• Continue the Conversation:
– Follow us on Twitter: www.twitter.com/AtlasAd
– Tweet questions using hashtag #ASKATLAS
– Join High Performance Economic Development LinkedIn Group
• View and share the slides with your colleagues (available now):
www.slideshare.com/wright0405

5. Outline
1. Introductions
2. Re-Thinking Economic Development Marketing Context and Trends
3. The Challenge of Economic Development Marketing
4. 6 Simple Rules of Economic Development Marketing
5. Announcing ED 101 Winner
6. Wrap up/Questions

6. If you wait
until there is another case
study in your industry,
you will be
too late.
Seth Godin
Keynote Speaker
Author of Permission Marketing
“
”

7. A Lesson From Flora, IL
“All we want sa Prison.”
https://www.youtube.com/watch?v=q5-d2WOgpfQ

8. Re-Thinking Economic
Development Marketing
2001 – The more you put on your website
the more conversations you have
2008 – Content is an
everyday action
2010 – Mobile is more important than
we ever thought
2011 – Conversations are king. High
touch, High tech.
2013 – We realized that we are missing
more deals that are out there
2012 – Marketing Properties
drives 50% of conversations

9. No standardized reporting
system
The Challenges of Economic
Development Marketing
Pressure to show
big wins
Our board wants more
credit
Can we really convert
‘Marketing’ to ROI
No real time marketing
dashboards
Lack of accurate marketing data

10. 6 Simple Rules (or reminders)
of Economic Development
Marketing

11. Rule #1: Making Yourself Known
ü I don’t know who you are
ü I don’t know your community
ü I don’t know your community's product
ü I don’t know your EDO’s services
ü I don’t know what your community stands for
ü I don’t know the reputation of your organization
ü I don’t know your sites
ü I don’t know your buildings
ü I don’t know your incentives
ü I don’t know the total value you can#
add for my company

12. How to Make Yourself Known
Old ED Marketing (Tactics)
New ED Marketing (Tactics)
Direct Mail
E-mail
Seminars
Webinars
Trade Shows
Virtual Tours
Print Ads
Display & Banner Ads
In-Person Networking Events
Social Networking
Business Response Cards
Landing Pages
TV Commercials
YouTube Videos
Radio Ads
Podcasts
Collateral
Dynamic Content

13. Making Yourself Known is Changing
Old ED Marketing (Mentality)
New ED Marketing (Mentality)
Mass Marketing
Individualized Marketing
Interruptions
Interactions
Creative
Creative and Accountable
Individual
Collaborative
Impact Driven
Results Driven

14. Rule #2: Take the Competition Seriously
It’s tempting for a community to believe that their product or service is the best in the
world. The reality of the situation is that companies have many different options for the
same product.
Companies and talent have the option to go wherever they want, and as a marketer,
you must know your products inside and out. Similar community products have to be
taken seriously, and your marketing is what helps you stand out.
20,000 EDO’s
750,000 Company Moves/Year

15. Source: 2014 Movable Ink survey

16. Top MSA Job Openings per 10,000

17. Rule #3: Be Honest and
Different With Your Marketing
As economic developers, we should start to think differently about marketing because we need
our skills and vision to create prospect experiences that tell the story of our community’s true
strengths. Being bold with our marketing is about getting deep into the minds of our prospects,
key industries and workforce. And providing the strategy and the tactics to deliver on our
marketing promise.
How to be bold in Economic Development Marketing
1. Try a new approach, test it and measure it
2. Leverage your industry’s differentiators
3. Tell your story in a way it hasn’t been told before
4. Maximize your marketing efficacy through technology (CMS, GIS, CRM)
5. Be transparent

19. The ICE BUCKET CHALLENGE

20. The ICE BUCKET CHALLENGE
On Friday morning (Aug 29th 2014), the ALS Association
announced that donations related to the ALS Ice Bucket
Challenge — the social media-powered video challenge,
where participants pour a bucket of ice water on their
heads and dare others to donate — have topped $100
million in the past month.
That’s a 3,500% increase from the $2.8 million that the ALS
Association raised during the same time period last year.
More than three million people have donated, the
association says.

21. Rethinkcleveland.org

22. Rethinkcleveland.org

24. Rule #4: Develop a Purpose for
Your Marketing
• This definition by Peter Drucker is a simple sentence but profound in
being the guiding purpose on the role of marketing. There are three
major points, which serve as a compass for your EDO:
Understand your customer so well the product or
service fits and sells itself.
– Understand your customer so well: To gain a “so well” understanding of
customers means the role of marketing is to research and gain deep – as well as profound –
insights into buyers and customers.
– The product or service fits: A guiding purpose of marketing is to identify the specific
goals and needs of customers and to guide the creation of products or services to fulfill them.
– And sells itself: Marketing must be able to communicate, as well as provide information,
which enables buyers or customers to make informed decisions in such a way – it is self-evident.

25. Rule #4: Develop a Purpose for
Your Marketing
Is your purpose jobs?
Is your purpose capital investment?
Is your purpose awareness?
Is your purpose board satisfaction?
Is your purpose community engagement?
Is your purpose company education?
Is your purpose to win an IEDC Award?

26. Rule #5: Get Mobile or Fall Behind
The industry’s best marketers are putting mobile at the center of their company
attraction and retention efforts. Branded content--from emails to white papers to
videos to annual reports to infographics--should all be optimized for consumption on
a mobile device, as there’s nearly a 50/50 chance that that’s just where they’ll be
consumed.
Analytics from Atlas client website traffic July 2014

27. Smartphones
are reinventing the
connection between
companies and their customers.
Rich Miner
Partner, Google Ventures
Co-Founder, Android
“
”

28. Rule #6: Spend money on things that
drive conversations with companies.
Numbers estimated from Atlas campaigns

29. Re-Thinking Economic
Development Marketing
2001 – The more you put on your website,
the more conversations you have
2008 – Content is an
everyday action
2010 – Mobile is more important than
we ever thought
2011 – Conversations are king. High
touch, High tech.
2013 – We realized that we are missing
more deals that are out there
2012 – Marketing Properties
drives 50% of conversations

30. You can’t just ask
customers what they want
and then try to give that to them.
By the time you get it built, they’ll
want something new.
Steve Jobs
CEO, Apple
“
”

31. Either
write something worth reading or
do something worth writing about.
Benjamin Franklin
“
”

32. Questions

33. Thank you!
Contact information:
929 Broadway
Denver, CO 80203
Contact: Guillermo Mazier
t: 303.292.3300 x 232
Guillermom@Atlas-Advertising.com
www.Atlas-Advertising.com
LinkedIn Profile | LinkedIn Group | Twitter | Blog | Slidespace