Destination Marketing & Economic Development Partnership Webinar
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Transcript of Destination Marketing & Economic Development Partnership Webinar
The Untapped Partner in Your
Community: How DMOs and EDOs can reduce
friction and accelerate impact by
working together
Atlas Advertising, CEO
GUILLERMO MAZIER
Community Systems, CEO
BEN WRIGHT
Nashville Area Chamber
of Commerce, Chief
Economic Development
Officer
COURTNEY ROSS
Nashville Convention &
Visitors Corporation,
Chief Marketing Officer
DEANA IVEY
Introductions:
Atlas is The Authority
in Connecting
Economic Development
+ Tourism Marketing
Email [email protected] for a
Copy
What to Expect from EDOs
• Superpower: EDO understand the economy better than any one else in the community
• Connected Pressing Issue: EDOs see workforce attraction as most pressing issue• Campaign idea: bringing talent and business to communities
• Collaboration approach: Willingness to collaborate with ED, but no clear path as to how
• “Tourism promotion impacts perceptions and tourism assets enhance quality of life, which is important to recruiting talent - I think they are inherently connected.”
• “Business owners like to locate near recreational vacation regions where good transportation (air, sea, road, rail) allows access to the marketplace.”
A Site Selector Perspective
What to Expect from DMOs
• Superpower: DMOs are some of the best marketers in the world
• Connected Pressing Issues: DMOs see placemaking initiatives and livability campaigns for residents as priority• Campaign Idea: Incorporate tourism into long-term local strategic and
economic plans
• Collaboration Approach: Willingness to collaborate, but no clear path as to how
Raising funds from overlapping
investors
Large employers, others who are involved in the community
Differences in
audiences
DMOs are largely B2C, while EDOs are B2B
Leads to feelings that organizations are not solving the same problem
Disparity in budgets
DMOs can have budgets 4 to 10X the size of EDOs
Three Sources of Friction
• Background
• The Music City Brand Promise
• One Goal- A Recent Success Story
• Using Tourism in Economic Development
Nashville Chamber and Nashville
Convention and Visitors Corporation
The promise of Nashville – where music is inspired, created, recorded and performed – is to provide the ultimate musical entertainment experience, celebrated throughout our diverse creative, cultural, and entertainment offerings, and presented in an authentic, unique, friendly and unpretentious atmosphere.
STRATEGIC PLAN 2003-04:
150 COMMUNITY LEADERS
BRAND: MUSIC
BRAND NAME: MUSIC CITY
NASHVILLE PREDATORS VS. CHICAGO BLACKHAWKS ★HOT CHICKEN ★ADELE
@ BRIDGESTONE ARENA ★CHRIS STAPLETON @ ASCEND AMPHITHEATER ★
TENNESSEE TITANS VS. CLEVELAND BROWNS
Shared Economic Prosperity Metrics
1. New jobs created or retained
2. New capital investment in the community
3. New infrastructure improvements
4. Quality of life perceptions
5. Job to resident ratio
6. Downtown vitality
7. Startup activity
8. Airport improvements
Projects suited for collaboration
• Shared community impact and “product management”
• Talent attraction• International flights • Sharing staff/cross training• Pitching together• Marketing materials
“73% of EDOs said previous collaboration efforts with DMOs
were productive”-How DMOs and EDOs Can Champion the Three-Legged Race and Be
Better Together
The Payoff – Collaboration Accelerator
1. Determine and discuss 2018 marketing roadmap together
2. Optimize organizational design and marketing funnel to support business and tourism attraction/retention activities.
3. Set strategic intent for partnership initiatives
4. Understand national best practices, competitive set and applications
5. Document and sign off on activities
The Steps:
Output: A working MOU