Welcome Partners!

Boerne, Bulverde and Gonzales

Key Stakeholders:City Representatives,

Economic Development Representatives, Chamber and Board Members

What we’ll cover today:• Overview of the partnership marketing

program, strategy and benefits for the partners

(break for lunch)

• Communication Guidelines• Elements/assets available for use• Guidelines on how to utilize these assets

Each city will receive two city-specific manuals:

Table of Contents:(main sections)

Questions and Support

Partnership Overview

Marketing/PR Guide +Assets Usage Guide

Maps

Contact for questions/support

Maria Redd Marketing-Communications CoordinatorGVTC CommunicationsMaria.Redd@gvtc.netOffice: 830-885-8357

Beverly IngleSenior Account ExecutiveCreative NogginBeverly@creativenoggin.comMobile: 210-833-8219

Partnership OverviewWho is GVTC?

What is the GVTC GigaRegion™?Benefits to partners and the region

Marketing program—who, why and what?

GVTC• Full service communications provider• Array of business communications

services: voice, internet and ethernet• Number of awards and honors:

o Top 100 Broadband Providero Top Employer, SA Express-News and SABJo National recognition

• Donated more than $1.5 million locally

GVTC GigaRegion™• Unique public/private partnership between cities of

Boerne, Bulverde and Gonzales to drive economic development throughout the region

• Covers 2,000 sq. mile region covering areas of North San Antonio, the TX Hill Country and South Central TX

• More than 2,200 miles of fiber optics• More than 39,000 rooftops have access

to 1 Gbps Internet

Benefits to partnersThe GVTC GigaRegion™ was created as a community asset to drive economic development by:

• Promoting healthy, clean, high-tech business development

• Attracting new business to the area• Attracting new residential and commercial

development

Benefits to partners (continued)

The GVTC GigaRegion™ was created as a community asset to drive economic development by:

• Positioning your cities as forward-thinking and high-tech

• Helping enhance the capabilities of existing businesses in the region

• Keeping the next generation of business leaders from moving out of the region, thus improving the future growth opportunities of the participating cities

Benefits to partners (continued)

Fiber-to-the-Home Council released results Thursday, Sept 18th, of a study conducted to measure the impact of widely available gigabit broadband

service on GDP in the communities where it's deployed.

This is the first study of its kind in the U.S. that can quantify the "gigabit boost" similar to the "broadband bonus" seen in the early 2000s. The

results are pretty interesting:• 1.1% boost in GDP for the communities with widely available gigabit service;

• The 14 communities studied enjoyed $1.4 billion in additional GDP when gigabit service became widely available; and

• The 41 communities studied without gigabit availability experienced forgone GDP of around $3.3 billion in 2013.

Benefits to CommunitiesThe technology will empower global connectivity, enhanced business, city and community operations and the quality of life residents desire:

• Families can live in smart homes• Healthcare can be streamlined• Emergency response can

optimize communications• Schools can provide customized

learning environments

Who are we trying to reach?Key Target Markets

• Owners, senior leadership and decision makers of existing businesses within the region

• Businesses considering relocation or opening new operations within the state of Texas

• Community business influencers and opinion-leaders

• Future business leaders and young professionals who might otherwise leave our areas for larger cities

Why do we market?Need awareness and to craft perception

• It’s critical that we overcome the perception that moving to a rural area means you have to sacrifice technology

• Create awareness that the first gigabit region in Texas is here and open for business

• Persuade key decision makers to initiate the process of research into the area as a potential mecca for business development

General marketing guidelines. According to the American Marketing Association (AMA), Integrated marketing is…

“a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service or organization are relevant to that person and consistent over

time.”

Successful marketing must be:

• Integrated• Simple• Consistent

The importance of YOUR support:• GVTC will run a region-wide campaign that will lay

the foundation but that cannot be where it stops• We must all consistently promote the region with

consistent messaging, aligned efforts in order to reap the potential

• Have provided communities with a plethora of marketing resources to help catapult awareness and success

Break for lunch!

Promoting the GVTC GigaRegion™ GVTC Marketing Support:

• Print advertising in regional, national and world-wide publications

• Billboard campaign throughout the region• Public relations efforts• On the GVTC website; over 60,000 unique

user views per month

Print Advertising / GVTC Campaign:

Print Advertising / GVTC Campaign:

Print Advertising / GVTC Campaign:

Print Advertising placements for GVTC campaign include:• Site Selection Magazine• Texas Wide Open for Business Magazine• Texas CEO Magazine

Print Advertising, other publications for consideration:• Shopping Center Today Magazine• Government Security News• EE Times• Business Journals, to include Commercial Real

Estate Journal and Corporate Relocation Guide

Billboard Advertising / GVTC Campaign:

Billboard Advertising / GVTC Campaign:

Billboard Advertising / GVTC Campaign:

Billboard Advertising / GVTC Campaign:

Billboard Advertising / GVTC Campaign:

GVTC Public Relations for Partnership Launch

• Outreach to media for August 2014 launch of partnership

• Garnered over 200 media hits to include local, regional, national, trade and worldwide press

• Included radio interview, print articles, industry and business blogs and online news

Achieved $665,050 in media value to include:

GVTC Public Relations for Service Launch

• Media outreach for Sept 29th launch started

• Planned outreach to local radio, print and television, as well as regional and national print and industry

Communications / Media Guidelines:To ensure we are presenting a consistent message,

please refer all media inquiries to:

Bruce Forey, Communications Manager, GVTC

If a situation arises in which you will need to handle a media inquiry on your own, these resources may be helpful:• GVTC GigaRegion™ background sheet/boilerplate (in manual)• GVTC GigaRegion™ official map showing region (in manual)• Contacts for each municipality (in manual)• Logos (both GVTC GigaRegion™, found in manual, and city logos)

Communications / Media Guidelines:You will need to coordinate interviews based on your schedule, but know that reporters are generally working on a deadline so it’s best

practice to be as accommodating as possible.

Types of media inquiries you may experience: Newspaper Television

Radio Trade publication magazines

Industry blogs: websites representing technology, retail development, energy sector, etc.

Communications / Media Guidelines:

Interviews 101• Know the facts/prepare for questions.• Articulate key messages.• Example: Our community is a great place to work and live. Our

partnership with the GVTC GigaRegion™ shows we are a progressive community focused on technology and pro-growth.

• Try to find out the questions to be asked ahead of the interview.• Be transparent. If a reporter can find the information through an open

records request, highly consider providing the information up front.• Avoid, “no comment,” even if you can’t comment. If it is proprietary

information, just tell the reporter you cannot reveal that information.

Communications / Media Guidelines:

Interviews 101• If you don’t know the answer to a question, tell the reporter you will find

out and get back with them soon.• Know that you are always “on the record” when talking to a reporter. • “Off the record” comments are fair game.• Speak in such a way that you can easily be quoted by a reporter• Use facts and figures to emphasize your main points• Answer the question and stop talking. Let the reporter

follow up with questions. • Small talk to fill-in dead air can lead to unwanted quotes.

Communications / Media Guidelines:

Social Media• Fastest way to share relevant info• GVTC will establish best practices and coordinate official GVTC GigaRegion social media

outreach• If you have news you would like to share on social media, please contact Bruce Forey,

GVTC Communications Manager

Examples: • Interesting stats about your community• Economic news• Expansion or new business coming to community• Success stories of businesses, municipalities or schools using fast Internet to drive

innovation or improve efficiency, etc. • Relevant social gatherings • Visuals tell the story-share pictures, graphs, short video clips

Communications / Media Guidelines:

Social MediaWould like to designate a key representative with each community

Media Outlets:

• Facebook: Facebook.com/GVTCGigaRegion• LinkedIn: GVTC GigaRegion• YouTube: GVTC Communications Channel • Twitter: @GVTCGigaRegion• Twitter Hashtag: #GigaRegion

Communications / Media Guidelines:

Social MediaHashtag Definition: The # symbol, called a hashtag, is used to mark keywords

or topics in a Tweet. It was created organically by Twitter users as a way to categorize messages.

Community Marketing ProgramAssets/Guidelines

Talking PointsLogos/Trademarks

Advertising—Print, Billboard and WebMarketing/Collateral Materials

Signage

Talking Points / Elevator Pitch:• What is it?• Basically "tell me why I should care

about your company, and do it in 30 seconds or less."

• Why elevator pitch?

Talking Points / Elevator Pitch (continued):

The GVTC GigaRegion™ is a partnership among GVTC Communications and the cities of Boerne,

Bulverde and Gonzales that is providing businesses with gigabit connectivity,

the fastest Internet speed available. Now businesses that want high-tech

AND a high quality of life can get both without having to settle for being in a big city.

Talking Points / Public:(Focused on the core concerns of the general public)

• Service available September 29, 2014• Region facts: first region in TX, 2,200 miles of

fiber, with gigabit service• Partnership to elevate the region as a hub of

high-tech ingenuity.• Will benefit families, businesses, healthcare,

emergency response and schools

Talking Points / Media:(Focused on the core concerns of the media)

• Partnership to promote healthy, clean and high-tech business development

• Will attract residential and commercial development

• Enhance the capabilities of businesses in the region

• Will help keep the next generation local to build their own businesses

Talking Points / Business:(Focused on the core concerns of businesses)

• Don’t have to sacrifice technology to have an idyllic rural lifestyle

• Challenges of finding available and affordable commercial land in larger metro areas versus more abundant land plus robust technology capabilities

Logo / Partnership: Used on all marketing/advertising materials, promoting the region in its entirety.

Logo / Community: Used on all marketing/advertising materials, promoting your individual community.

Logo / Community /Alternate: Used on all marketing/advertising materials, promoting your individual community only when usage will be too small to read entire “A Fiber Powered Community” tagline.

Logo don’ts:

Don’t change the fonts

Don’t change the tagline

Don’t change the colors

Don’t stretch the logo

Trademarks: Trademarks identify a product, service, person, or thing from others in the same field. In a competitive business environment, a trademarked brand can mean the difference between being recognized as a leader in strategic

innovation and just one of the pack. It is important to note that the GVTC GigaRegion™ is a registered trademark,

and as such the official trademark symbol of “™” should be used with the name each and every time it is used in print.

Hint: when typing the TM on a PC (in Microsoft Word or Outlook) you can type a ( + t + m + ) and when you add a space it’ll automatically

superscript into ™. You can also use the Insert/Symbols on both Mac and PC.

Logo / Colors:

Full color

B/W

B/W reverse (dark background)

Logo / Tagline:The GVTC GigaRegion™ logo should be used in full with its tagline, “A Fiber Powered Community.” This tagline uniquely positions your town from other communities and highlights the product behind the partnership.

Do not attempt to recreate or alter the tagline in any way.

Do not reposition the tagline or change its size. It is part of the logo files provided.

Logo / Minimum Size:The main GVTC GigaRegion™ logo can be used as large as necessary, but may not be used any smaller than 1 1/2” to 2” wide, from side to side with the tagline.

If the logo area is smaller than 2” wide, as is the case with such items as pens, then the alternate logo should be used. The minimum size for logo usage is 1”.

Logo / Embroidery:• When the logo is embroidered, the tagline should not be used, as

it is too small • We recommend embroidery on white shirts only

Logo / Alternate Logo Usage:Example—Email and Letter Signatures

Print Advertising / Communities Campaign:• Full page ads (two versions, one with customizable copy)• Half-page vertical• Half-page horizontal• Quarter-page ads

All provided in color and B/W

Print Advertising / Communities Campaign:• Provided at one standard size, but all pubs different• Will need to let publications know up front you may need

help with resizing the ad but can provide them with “native files”; InDesign (a graphic program)

• Cross reference ads in book (file names are provided) and select the files with those names, titles “collected files”

• Note: you will not be able to open these files• Send those to the publication

Print Advertising / Communities Campaign:• Ask the publication to send you an emailed proof (pdf file)

so you can check to ensure:• Type, graphics and logos aren’t stretched or altered• Nothing missing---read the text!

• If placing a full page ad and you want custom copy, pre-arrange with the publication and, again, ask for a proof

• For newsprint publications, it is probably recommended to use B/W ads which are best suited for that medium

Print Advertising / Communities Campaign, Full Page:

Print Advertising / Communities Campaign, Full Page Custom:

Print Advertising / Communities Campaign, Half-Page Horizontal:

Print Advertising / Communities Campaign, Half-Page Vertical:

Print Advertising / Communities Campaign, Quarter-Page:

Billboard Advertising / Communities Campaign:• One design for each town, scaled to fit any board

proportional to 14’ x 48’• Provided file types requested by most billboard companies

Billboard Advertising / Communities Campaign:

Marketing Collateral / Brochures:• Provided two types of brochures

o Four-panel, can be customized with text about your town and professionally printed

o One-sided flyer, can be printed in-house, no customization

Marketing Collateral / Brochure:

Marketing Collateral / Brochure:

Marketing Collateral / Brochure:

Website Banners:• Can promote your town to researching businesses

on the Internet• Can place banners on your own home page, appropriate city

sites and place advertising on relevant websites• Variety of sizes, at most common pixel sizes

Website Banners:

Website Banners / City Home Page:

Website Banners:

Welcome to the GVTC GigaRegion

The GVTC GigaRegion™ is a unique public-private partnership between GVTC Communications and the cities of Boerne, Bulverde and Gonzales to help drive economic development to the region.

GVTC GigaRegion™ is the first region in Texas with over 2,200 miles of fiber optic cable and gigabit Internet service. More than 39,000 rooftops are eligible for gigabit service, starting September 29, 2014.

“GVTC brought fiber broadband to South Texas a decade ago and now we embrace the opportunity to help our community leaders fulfill their vision for managed growth,” GVTC President and CEO Ritchie Sorrells, said. “With the untapped possibilities of a gigabit Internet connection, we’re working together with our partners to make the GVTC GigaRegion™ a center of ingenuity and entrepreneurialism.”

If you are interested in potentially relocating your business to within the GVTC GigaRegion™, please contact (insert name of local contact) at (###-###-####) or email ####@#######.### for more information on incentives and opportunities.

Website Banners / Inside Page:

Video Usage:A professionally produced video that is compelling and helps to tell the story and potential of the GVTC GigaRegion is available for your use.

You can access it here: https://www.youtube.com/user/GVTCcommunications

Video Usage:Please utilize the video on city websites as well as in economic development presentations, at tradeshows or anywhere else it might be viewed by the target markets. The easiest way is to embed it from the GVTC Communications Channel on YouTube.com which is explained in your marketing manuals.

Signage / City Limits:

Signage / Vehicles:

Conclusion of Marketing Assets

• Do not be overwhelmed; just know you have plenty to help promote your community and leverage to gain success and create awareness

• If you have challenges, don’t get frustrated. Please ask for help by contacting Maria, at GVTC, or Beverly, at Creative Noggin

Stylized Map Usage GuideThe following maps have been provided as an internal resource for the economic development arms of each community in the

region to assist them in identifying parcels of land that are available and easily accessible to fiber.

• The first shows the GVTC exchanges. • The second shows areas that are currently utilizing fiber optics.• The third is an overlay of both exchanges and fiber optics.

These maps are not intended to be used in marketing and/or promotions to businesses or the public but more as a tool for use when working with

interested parties.

The last map provided is a more general illustration of the GVTC GigaRegion™ and can be used in any public facing marketing, to include on websites,

presentations and marketing materials.

Exchange Map:

Fiber Map:

Exchange + Fiber Map:

Marketing Map:

Q & A

Closing Comments

Thank you for your time!

And thank you for investing in the future of our communities.

#GigaRegion