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Marketing for Economic Development:

Cutting Through the Clutter

High-Performance E.D. Websites

October 18, 2012

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Today’s GoalsShare with you what we’ve learned in evaluating over 100 economic development websites• The “Economic Development” angle • Cut through the clutter

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The E.D. Marketing Spectrum

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Some of Our Clients

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Your Brand

“If you don’t have a brand, you don’t know who you are. And if you don’t know who you are, then I don’t either, and I’m going to move on.”

Dennis DonovanWDG Group

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“Recently, I received an email from a group claiming to have 18 target industries. That’s ridiculous, and impossible. I told them to take me off their mailing list.”

Jay GarnerGarner Economics

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Your BrandWho (audience)What (positioning)Why (data support of positioning)

Important notes:• More than a Logo!• Differentiation • Your Story• Consistency & Repetition• Integration

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E.D. Website Must-Have Elements

• Contact info• Location• Properties• Maps• Data

• Incentives• Resources • Target industries• “Local” News• Positioning

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Data versus Information

“Data, data everywhere, And no one stops to think.”

Anonymous

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From Data to InformationThe Raw Ingredients:• Market Characteristics• Operating Costs• Operating Conditions• Quality of Place The Finished Products:• Your Positioning and Story• The Business Case for your Place

TM

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Promoting Your Website• SEO Strategies• URL Strategies• Social Media Strategies– Hint: Who are your audiences?

Free white paper available

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Promoting Your Website

• News Feed Strategies– Blogging can be a full-time job!– Relying entirely on automation = problems

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Summary

• Know who you are and how you’re different• Know who your audience is• Give them what they want

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Questions?

Janet L. AdyAdy Voltedge 608.663.9218jady@adyvoltedge.com