Richmond, VA September 19, 2019 · 2019-09-23 · The Place Branding Timeline . Research Which...
Transcript of Richmond, VA September 19, 2019 · 2019-09-23 · The Place Branding Timeline . Research Which...
Richmond, VASeptember 19, 2019
Julie CurtinPresident
Economic Development
Susan BrakeVice PresidentDigital Strategy
Steve DuncanVice President
Paid Digital
Your VEDA Workshop Facilitators
2
Telling Your Story to Your Target Audiences: Corporate Executives and Site Selection Consultants
THE 8TH EDITION
Corporate Executives 75%Site Selection Consultants 25%
76% M
24% F
DEMOGRAPHIC PROFILE OF RESPONDENTS
331 Respondents
25+ Employees53%
35%1-25
Employees
I am a Single practitioner11%
Size of Company
CORPORATE EXECUTIVES SITE SELECTION CONSULTANTS
Influencing Executive Perceptions: Leading Sources of Information
What are the three leading sources of information influencing your perceptions
of an area’s business climate? Q
46%
Dialogue with Industry Peers
34%
Articles in Newspapers and Magazines
42%
Business Travel
INFLUENCING EXECUTIVE PERCEPTIONS:Leading Sources of Information
LEADING SOURCES OF INFORMATION
>10% OF TOTAL RESPONSES• Advertising • TV and radio newscasts/shows• Direct mail • Other
LEADING SOURCES OF INFORMATION (RESPONSES OVER TIME)
Where Are Executives Getting Their News?
What newspapers, magazines and online sources do you read most frequently? Q
WHERE ARE EXECUTIVES GETTING THEIR NEWS?
What specific surveys/rankings do you pay the most attention to? Q
SURVEYS & RANKINGS
Best And Worst Places for Businesses 2017
Best Marketing Techniques
Please rate the effectiveness of the following marketing techniques as a means of influencing your opinion when considering a new location.
Q
MOST EFFECTIVE MARKETING TECHNIQUES
MOST EFFECTIVE MARKETING TECHNIQUES(RESPONSES OVER TIME)
The Web and Site Selection
What is the likelihood that you will visit an economic development
organization's website during your next site location search?
Q
LIKELIHOOD OF VISITING AN ED ORGANIZATIONS’ WEBSITE DURING NEXT SITE SEARCH (RESPONSE OVER TIME)
LIKELIHOOD OF VISITING AN ED ORGANIZATION’S WEBSITE DURING NEXT SITE SEARCH
(CORPORATE EXECUTIVES VS. LOCATION ADVISORS)
Web Design:Important Information
for Site Selectors
Which features do you consider most important to the utility of an economic development organization's website?
Q
MOST USEFUL FEATURES OF AN ECONOMIC DEVELOPMENT ORGANIZATION’S WEBSITE(CORPORATE EXECUTIVES VS. LOCATION ADVISORS)
Demographic Information
Incentive Information
Comparisons to Competitor Locations
60%
52%
48%
Incentive Information
Staff Contact Information
Major Employer List
69%
69%
60%
Corporate Executives Location Advisors
Social Media and Executive Decision Makers
Which social media channels do you currently use for business purposes?Q
SOCIAL MEDIA CHANNELS USED FOR BUSINESS
First Contact: When Executives Turn to
Economic Development Groups
Generally, at what stage in a site location search would you first contact economic development organizations?
Q
42%
12%
FIRST CONTACT WITH ECONOMIC DEVELOPMENT GROUPS
Tool #1: Let Local Execs Tell Your Community Story
Tool #1: Let Local Execs Tell Your Community Story
Brian BrownChief Legal Counsel & Chief
Operating Officer
Tool #2: Define a Brand that is AuthenticWhen Telling Your Story
Tool #2: Define a Brand that is AuthenticWhen Telling Your Story
A brand is built by what
others say about your community –not what you say about yourself.
40
What Place Branding is Not:
A Logo A Tagline What You Say
In its simplest sense, it is “who you are” as a region or
organization and what sets you apart from your competitors
42
Research
Answers the Question: Who are We
The Place Branding Timeline
43
Tips for Being Who Are
SWOT Analysis Common Themes
Perform a SWOT
analysis by conducting
stakeholder interviews
and surveys in the
business community
Gather common themes
from interviews and
research to determine
what truly sets your
community apart.
3 Words That Describe Your Community
3 Biggest Strengths
3 Biggest Weaknesses
What Kind of Car Is Your Community?
• 3 Words that Describe Your Community• 3 Biggest Strengths• 3 Biggest Weaknesses • What Kind of Car Is Your Community
Group Discussion
48
49
The Place Branding Timeline
Research
Which Develops
Your Position
• A positioning statement is one of the fundamental pieces of any solid marketing campaign.
• Simply stated, it’s a summary of what makes your community unique and valuable to your target market.
• It answers the question: How does your community benefit your target audience better than anyone else can?
Positioning Statement
For people and businesses who are not content with the ordinary—in themselves, their work or their lives—
Colorado is the state that constantly reveals and inspires the extraordinary in how we play, work, create, feel and
live.
Positioning Statement Example
52
The Place Branding Timeline
Research
Which Develops
Your Position
Which Influences Your Logo
Inspired by Geography
Inspired by the SWOT
WINING
STRATEGIES
Most Communities Stop Here
Your Brand is Built by What Others Say
57
The Place Branding Timeline
Research
Which Develops
Your Position
Which Influences Your Logo
Which You Market
the Heck Out of
Tips to Effectively Communicate Your Brand
Tips to Effectively Communicate Your Brand
Networking Break
11:00am-11:30am Networking Break
11:30am Return to Ballroom (brief discussion)
Noon Boxed lunch & “Story Telling” Exercise
WINING
STRATEGIES
Telling Cincinnati’s Story
Provide spokespeople
with key messaging.
WINING
STRATEGIES
Interactive Learning Lunch
Tool #3: Design the Economic Development Website of the Future
The Economic Development Website of the Past
They are Generic
They are Built on Outdated Frameworks
They are Withholding
They Target the Wrong Audience
They Report Vanity Metrics
The Economic Development Website of the Future
Add Photo Here
They Include the Basics
Add Photo Here
• They drive visitors down their correct path clearly
• They have specific call-to-actions based on the needs of each end user
• Use new technology to identify specific companies visiting your website
They are Specific
Add Photo Here
• Responsive pie charts, tables, and graphs Listed throughout the entire site on relevant pagesFocus on labor statistics, demographics, statistics by industry, major employers, gdp, rankings and any other data that have been used in responses to proposals.
They Bring Data to Life
Add Photo Here
They continually monitor what’s
happening in the global web
community and update their
website to stay relevant in the
eyes of Google.
They Adapt
Add Photo Here
• They have a content plan in place based on key pillars
• Every piece on your website, social and digital campaigns align with your content pillars
• They bring your data alive into something relatable
They Tell a Great Story
Live Analysis
Websites for Inspiration
91
Tools #4 Engage the Media Proactively
State of the Media
Since the end of the recession, newspapers and magazines have shed about 113,000 jobs, while Internet publishing companies have added about 114,000 (The Atlantic).
The Traditional Newsroom• Budget cuts• High turnover/layoffs• Reporters are more stretched than ever• 24 hour news cycle = doing more with less• Shift from print to online
75% of journalists surveyed feel like less than 25% pitches they receive are relevant (Cision’s 2019 State of the Media Report)
How the media is covering places:
10 trending topics this year1. Political figures2. Rankings3. Workforce4. Real estate developments5. Race, diversity and culture6. Lifestyle7. Smart cities8. Sustainability 9. Quirky startups10.Public policies
Prepare to Tell Your Story to the Media(5 KeySteps)
1. Determine 5 -7 key messages (that build on your brand)
2. Select spokespeople who represent your brand/story
3. Prepare spokespeople
4. Determine target media list (your “most wanted”)
5. Build up a library of visuals that reflect well on your community
Provide Spokespeople with Key Messaging
96
o
Provide Spokespeople with Key Messaging
What Makes News?
• FUEL Assets• First• Unique• Extraordinary• Largest
99
Proactive Story Telling (3 Approaches)
Pitch A Reporter Schedule A Desk Side Host Reporters
Email introduction, story
idea, why it’s relevant.
Provide spokespeople,
facts/data.
Follow up with phone call.
Meet with local editorial team to share relevant
story ideas.
Take spokespeople to major media market.
Invite journalists from your
target media list to your
community. Meet with
spokespeople/tour
companies.
Host Reporters to your Community
1. Determine your storyline (that supports brand)
2. Find companies that relate to that storyline
3. Develop a target media list for that particular industry
4. Invite reporters via email to participate
5. Host reporters to the region
6. Playback the trip to your local media
7. Capture all placements from the trip
Case Study: Calgary, Alberta
• Goal: Showcase Calgary, Alberta as a major North American hub for transportation and logistics via road, rail and air.
• Hosted four transportation and logistics journalists; toured 9 Calgary companies.
• Resulted in 4 articles, equating to more than $147K in advertising equivalency.
Tools #5 Engage the Media Reactively
Tools #5 Engage the Media Reactively
Being prepared is critical.
Establish ground rules early, such as:• Who speaks for the city;• Which experts are needed;• What information will be available; and• What can be shared and; • When it should be shared.
Tools #5 Engage the Media Reactively
When YOU are being interviewed….• Never repeat a negative• Don't be defensive• Don't say no comment• Nothing is off the record• Don't answer hypothetical questions• Learn how to block and bridge
Tools #5 Engage the Media Reactively
Blocking in an Interview
A few blocking options:•“Thank you for bringing that up, however, it’s also important to emphasize…”•“That is an important point and it also speaks to a bigger issue which is…”•“That is one way to think about it. Another way is…”•“That is not my area of expertise, but I can tell you…”•“It’s our policy not to discuss XYZ, but what I can tell you is…”
Tools #5 Engage the Media Reactively
…then Build a Bridge• The truth is…
• The facts are…
• What you really need to know is…
• The real issue here is…
• What I can tell you is…
• What I want to discuss today…
• Let’s start from the top…
Working with Your Local Media:Up Close with Michael Martz, Richmond Times Dispatch
Networking Break
Tool #6: Manage Your Online Reputation
Insert PollAnywhere for following questions:
#1 – Overall, do you like what you see?
A. Yes, love it! My community looks sharp.B. Some searchers make us look solid; others could be better.C. Eeck! This is what people see when they google us?
#2 – Do the images you saw accurately reflect your community?
A. Absolutely.B. Yes, but they could be better.C. Oh heck no! This isn’t good.
#3 – Roughly how many total search results came up across all of these that linked to your own organization?
A common theme among several of this year’s findings is the increasing value placed on the internet and other digital information during the site-selection process.”
DCIWinning Strategies in Economic Development Marketing
111
Assessing Your Online Reputation
Google It Go on Social What’s Missing?
Put yourself in the shoes of
executives (and even
talent). What you see is
what they see. Focus on the
first page.
Check hashtags and geo
tags to see what comes up
on Twitter and Instagram.
What conclusions will
people draw?
Just as important as what
comes up is what doesn’t
come up. Which community
assets need a boost?
112
Three Things You Can Do This Month
Update Wikipedia Driving Traffic Boost Your Authority
Often among the first
results on “place” queries;
can set the narrative on the
economy, major employers
& quality of life.
Use social media, email,
etc. to drive traffic to your
website. Increased traffic &
engagement on the website
can help improve rankings.
Work with local partners to
link to your website. It
helps Google see your
content as more
authoritative, boosting
rankings.
Tools #7: Pragmatic Digital Tools forCommunity Story Telling
2019 is the Year of Pragmatism
Source: Forrester
50% of digital transformation efforts stalled in 2018.
119
Why Did the Digital Transformation Stall
Organizational Readiness Clear Executive Support Revenue Impact
Source: Forrester
A year of pragmatism will be good for traction “if it
yields purpose-driven,
decisive, and more far-reaching strategies in 2020.”
Practical Tips for Social Media
Add Photo Here
●How will this benefit or inspire my audience?●Be human – it’s a two-way
conversation ●Promote news items, blogs and
successes and driving traffic back to the website●Celebrate your team, your economy,
the businesses and people finding success
Be a Valuable Advocate
●Outline your organization’s rules and
regulations, including branding,
etiquette and engagement, and
confidentiality.
●Consider it your 10 Commandments of
how to engage online
Develop a Social Media Policy
Add Photo Here
●Outline your organization’s rules and
regulations, including branding,
etiquette and engagement, and
confidentiality.
●Consider it your 10 Commandments of
how to engage online
Incorporate Hashtags
Add Photo Here
●Establish professional connections and
thought leadership.
●Optimize your profile, encourage your
staff to share updates and network.
Leverage LinkedIn
Practical Tips for Reporting
Add Photo Here
●Awareness:
▪ Increase in site visitors▪Sources of traffic (direct, organic, social media,
other marketing efforts) as well as actions driven by each.
●Engagement:▪Goal completions (pages that are indicative of
gold standard behavior for your website’s overall KPIs)
▪Downloads ▪E-newsletter sign-ups
●Conversions:
▪Contact outreach ▪Any other big CTAs on your website
Tool #8: Embrace a Content Strategy That Tells Your Story
Whereas you might use features and benefits in your marketing, the C-Suite needs credibility and business case first. Your product and your brand are distractions. Features and benefits are white noise.”
SeraphScienceThe Definitive Guide to C-Suite Marketing
133
“We’re a talent magnet.”
“Our quality of life is second to none.”
“We are centrally located.”
“We’re at the crossroads of two major interstates.”
“Our tech scene is booming.”
What are Features & Benefits in EconDev?
134
Instead, Build Credibility Through…
Data Facts Success Stories
Consider data visualizations
that compare your market
with peers; be specific
about size, quantity, wage
data, etc.
Feature credible rankings
and reports; the first’s,
most’s, and best’s that are
based in fact; PR successes
that highlight your assets.
Feature other companies
that have succeeded. Work
with them to get data.
Highlight companies that
not only came, but grew
their presence.
Divider Slide
Divider Slide
Divider Slide
Divider Slide
Divider Slide
Five Minute Energizer! Everyone stand up!
What is one new perspective you have about digital tools?
Based on today what is one of your community’s greatest story telling opps?
If you could change one thing about your website, what would it be?
What is one learning you are going to share with your marketing team?
What is one “ah-ha” you had about working with your local media?
What is one meeting you are going to schedule when you get home (based on today’s content)?
Tool #9: Amplify Your Message Through Paid Search
Tool #9: Amplify Your Message Through Paid Search
144
• Rank for keywords you otherwise wouldn’t
• Capitalize on “intent” driven searches
• Often the highest click-through rates and conversion rates in advertising
• A low-cost, low-risk way to increase visibility & drive traffuic
Add Photo Here
The Power of Paid Search
Divider Slide
Some Numbers…
50% $2.69 1 in 5More likely to make a
purchase via paid search than organic.
Average cost per click for a
paid search ad. The cost per
action is just $48.96.
Users is unable to tell the
difference between native
ads like paid search and
organic content.
145
146
How To Get Started
Identify Top Assets in Community
Use Keyword Tools to Confirm Searches
Keywords in Ads & Landing Pages
What are the top assets in
your community that
people could potentially
find via search (megasites,
CRE, industrial land).
Use Keyword Planner to
determine if search volume
is enough to trigger the ads
(or if alternate phrasing is
possible).
Use top keywords in ad
copy & on the landing page.
This will help the ads
appear more often and
drive better engagement.
Divider Slide
Divider Slide
Divider Slide
150
3 Tips for Successful Campaigns
Watch for Negatives
Include a Call to Action
Use MatchTypes
Keep an eye on the “search
terms” section of your
campaigns. If irrelevant
keywords appear, add them
as“negative keywords”.
Use CTAs in ad copy to help
guide users towards specific
actions, such as “Contact
Us”, “View Sites” or “See
Available Properties.”
Utilize “exact match” and
“phrase match” keyword
types to minimize spend on
irrelevant queries.
Thank You!Now go out and tell your community story!