internal marketing: generating community-wide involvement
DESCRIPTION
Training class from International Economic Development Council's course held in Madison, WI October 25 & 26, 2012. Presented by Janet Ady, President, Ady Voltege.TRANSCRIPT
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© 2012 Ady Voltedge
Internal Marketing:Generating
Community-Wide Involvement
Madison, WIOctober 25 - 26, 2012
Janet L. AdyPresident
© 2012 Ady Voltedge
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© 2012 Ady Voltedge
1. Who are your internal audiences?
2. Why do they matter?
3. How do you best engage them?
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© 2012 Ady Voltedge
Group Discussion
Who are your internal audiences?
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© 2012 Ady Voltedge
Internal Stakeholders
• Staff• Boards, Committees• Local Elected Officials• Investors• Business Owners• Ambassadors• Residents
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© 2012 Ady Voltedge
Internal Stakeholders (cont’d)
• Other E.D. Organizations (state, region, county)
• Municipalities• Community Colleges• Workforce Development Boards• Utilities• Young Professionals• Retirees
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© 2012 Ady Voltedge
Why They Matter
• Funding• Support/Buy-In• Manpower/Energy/Enthusiasm• Skills and Relationships• Attention and Awareness
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© 2012 Ady Voltedge
Consider This…
If your organization were not successful in marketing to internal stakeholders, what would the consequences be?
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© 2012 Ady Voltedge
How to Engage Internal Audiences
• Include them as part of your formal marketing plan
• Segment them so you can tailor:– Messages– Media
• Manage the audiences appropriately
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© 2012 Ady Voltedge
Case Study #1: Palm Beach County, FL BDB
• Third-largest county in the U.S.– 1.3 million people– Dozens of municipalities
• Each municipality has mayor, elected officials• Sunshine laws/public meeting rules enforced
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© 2012 Ady Voltedge
Case Study #2: ED|WCWashington County, WI
• Pursuing economic gardening strategy– Labor-intensive business consulting– Leverages existing industry clusters and supply
chains• Multiple communities in county• Key employers a factor in E.D. success
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© 2012 Ady Voltedge
Case Study #3: Village of DeForest, WI
• First-tier suburb to Madison• Some significant employers• Shovel-ready properties, growth-oriented
Village leadership• Volunteer group of business leaders formed
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© 2012 Ady Voltedge
What was your single most effective example of marketing to an internal
audience?
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© 2012 Ady Voltedge
Internal Marketing Toolbox
• Industry Advisory Councils– Regional leaders– Clear purpose– Limited non-industry participants
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© 2012 Ady Voltedge
Internal Marketing Toolbox
• Ambassadors (digital or otherwise)– Regularly pushing out “good news”– Adopting in their own voice and spreading the
word
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© 2012 Ady Voltedge
Internal Marketing Toolbox
• Limited-term task forces– Help with a specific project or initiative• Fundraising• Branding• Civic building or asset• Events
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© 2012 Ady Voltedge
Internal Marketing ToolboxSummary
1. Acknowledge the various audiences2. Include in your formal marketing plan3. Invest your time and money accordingly4. Reap the benefits of engagement
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