We all know prospects are doing research on our communities 24x7x365, and we now get up to 20 times the interactions on our websites as we do through all other communications combined. Do you know what information and digital tools your economic development organization needs in order to market itself effectively? Find out how the latest technologies and digital trends, such as Web-based geographic information systems, can help your community compete in today’s global marketplace.

1. Online Marketing for
Economic Development:
What’s Now?
What’s Next?
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2. We are Atlas
Advertising
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3. We do things like
this…
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7. Screen shot of Jobs Ohio Promotion of Atlas developed Asset
mapping tool, easily view able on IPad devices
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8. Tucson concepting
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11. And we’re
passionate about
things like…
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12. “If I thought for a minute that I
could get the same product in
the end, even for a higher price,
by going local, I would have
done it,” Downs said last week.
“I have no interest in sending
money away to Denver except
to get the best product.”
-Timothy Downs, CEO City of Dayton Office of
Economic Development
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17. And this…
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21. All because…
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22. About Atlas Advertising
WE BELIEVE THAT ECONOMIC DEVELOPERS
90+ MAKE A DIFFERENCE
Communities 43 STATES
Atlas’ Mission is to create vital communities
Our process, knowledge and background enables us to take a comprehensive approach to
economic development marketing and attraction.
Featured Clients:
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23. Join the community, continue the
dialogue, get the slides
• Join 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
• Get the slides:
www.atlas-advertising.com/community-
marketing-presentations.aspx
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24. Questions we will answer
1. What online tactics are you and your colleagues using
today?
2. What are the basic metrics that you should be trying to
achieve, and what defines “good” performance?
3. How should your online marketing and attraction
approach differ depending on your organization’s size,
goals, and funding?
4. What tactics are worth your time now? And why?
5. What’s next, and why?
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25. Marketing tactics available to
you
• Website
• GIS
• Networking via Social Media
• Email
• Search engine marketing
• Content marketing using Slideshare
• Google content network/re-targeting
• Prospect presentations via online meeting
• Other
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26. A few principles that drive (or
should drive) economic
development marketing
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27. What worked 20 years ago is
not the same as what
works today.
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28. What hasn’t changed:
To make a difference, we have
to serve companies directly.
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29. If we are not having
conversations, we are not
making a difference.
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30. What has changed:
The ways we start
conversations have changed
forever.
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31. When considering
your marketing
efforts, set
quantitative goals.
If you can’t
measure it, you
shouldn’t buy it.
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32. A simple framework to help
define success:
High Performance
Economic Development
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33. 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.
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35. Metrics you should use to
benchmark your progress
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37. Does SIZE Matter: How
marketing should differ by
organizational objective, size
and funding type
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38. Does Size Matter
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39. Economic development
organizational objectives
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40. Size and funding 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
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41. Benchmark your
community today
Drop your business card with me after
the speech!
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42. What tactics are worth your
time NOW? And why?
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43. NOW Tactics to Consider
• Economic development websites
• LinkedIn for Direct Connections
• GIS Systems (Sites and Buildings Database)
• Email
• Prospect Management Systems (ie. SalesForce)
• Community Videos
• Mobile Websites
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44. Now tactic 1: Website
Cost: $8,000 for small
communities
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45. Please rate the following in terms of
their importance as a source of
information:
% Important, % Important,
Information Source
2011 2006
Site visits (familiarization tours) 100% 100%
Existing relationships with ED officials 95% 88%
Community websites 90% 63%
Third party national data sources 90% n/a
Past experience with other deals 81% 71%
Word of mouth from peers 57% 43%
Calls from local officials 48% 29%
Existing relationships with local real estate
38% 29%
community
National conferences 29% 0%
Trade magazines 29% 14%
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Social Media/Social Networks 24% n/a

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47. Now tactic 2: GIS Property
and Business Search Integrated
Into Your Website
Cost: Thanks to TVA
Community Size Local InSite Annual Cost
Under 50,000 $500
50,000 - 100,000 $1,500
100,000 - 200,000 $2,500
200,000 - 350,000 $3,500
Over 350,000 $6,000
State $10,000/per state (set-up), $6,000
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per year

48. What do website users use
when they visit ED websites?
1. About Us (about the organization)
2. Programs (that the organization offers)
3. Data Center
4. News
5. Relocate and Expand
6. Find Property
7. Site Selection Services
8. Workforce data and Information
9. Database of Companies or Largest Employers
10.Maps of the Area
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49. Now tactic 3: LinkedIn for
Direct Communications
Cost: $0 for Basic Account
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50. Percentage of site selectors and corporate
location decision makers on LinkedIn today:
81% +
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51. Example on LinkedIn
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52. Now tactic 4: Email
Cost: $250 per year
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53. Facts about email
1. There are 2.9 billion email accounts
today. There will be 3.8 billion by
2014 (Radicati Group)
2. 94% of all online adults use email,
and 73% of all users aged 12-17 do
(Pew Internet & American Life)
3. 62% of all U.S. adult internet users
check email on a daily basis. (Pew Internet
& American Life)
4. Social media users are over 60% more
likely to check email at least four
times a day than those who don’t use
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social media. (eMarketer)

54. An example of a high
performing email
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55. What’s next, and why?
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56. NOW vs. NEXT Tactics to
Consider
What's NOW What's NEXT
• Economic development  Search Engine Marketing
websites  Community Generated
• LinkedIn for Direct Content
Connections  LinkedIn for Lead
• GIS Systems (Sites and Generation/Targeting
Buildings Database)  Online Prospect Meetings
• Email  Online RFP Delivery
• Prospect Management Systems
Systems (ie. SalesForce)  Responsive Design
• Community Videos  Virtual Familiarization Tours
• Mobile Websites 56

57. Next tactic 1: Search engine
marketing
Cost: $0 - $250 per month for
small communities
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58. 25-35 percent of your traffic
will come from Google, and it
is still the most trafficked
website for business use.
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59. Sample traffic sources
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60. How Amazon does it
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61. Next tactic 2: Content
Marketing using Slideshare
Cost: $0
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62. Content marketing via Slideshare
is a free and massive trend
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63. It’s audience is professional
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64. How one organization uses it
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65. Next tactic 3: Prospect
presentations via online
meeting
Cost: $600 per year
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66. What new media advancements have
you seen that you think are valuable
to the site selection profession?
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67. Examples
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68. Next tactic 4: LinkedIn Ads
Cost: $0-2,000 per year
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69. Estimated
Reach….
Targeting Users by
Title and More….
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71. Thank You!
Contact information:
1128 Grant Street
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 |
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