Effective Economic Development Marketing: High-Touch & High-Tech

1. Effective Economic Development Marketing
High-Touch & High-Tech
August 2011

2. Effective
Economic
Development
Marketing
Strategies

6. Most Effective Strategy
Combine a comprehensive
online presence with
personalized face to face
service.

7. Business Attraction Program
Out of Town Meetings
With Businesses & Consultants

8. Target Marketing Sectors
๏ Office — Corporate headquarters and finance, securities and
insurance firms
๏ Life sciences — R&D and pharmaceutical manufacturing
๏ Information technology — Data and digital communications
๏ Advanced materials — Materials and chemical manufacturing
๏ Advanced manufacturing — Highly automated technology
driven manufacturing
๏ Wholesale, distribution and logistics — Food and non-
food products
๏ Aviation — Manufacturing and service companies
๏ Retail — Market to unique developments
๏ Food — Manufacturing and packaging

9. chester eld
Business Expansion &
Business Retention Program

10. Small & Minority Business Development
๏ Business Start-Up Assistance
๏ Workshops and Seminars
๏ Site Selection Assistance
๏ Permit Process Guidance
๏ Access to Capital
๏ Procurement Opportunities
๏ Business Counseling

11. Internet Marketing

12. Site Selectors Use the Web First

13. Ten Most Important Features in an
Economic Development Website
√ Demographic reports
√ Labor force
√ Land/sites and buildings inventory
√ Maps
√ Staff directory and contact information
√ Major industries or business/industry
√ clusters
Infrastructure
√ Major employers
√ Incentives
√ Quality of life

14. Chesterfield’s Web Site 1996

15. Chesterfield.gov 2011

16. ChesterfieldBusiness.com 2011

17. To be competitive, an
economic development
organization needs to
deliver its content through
as many channels, and to
as many target audiences,
as possible.

18. en t Cha nnel
Cont
Target Market
Micro Sites

19. Av iati on

20. FlyChesterfield.com

21. Sm ssall
Bu si ne

22. MyBusinessStartsHere.com

23. Desktop, iPad & Mobile Versions

24. Fo od
ro ce ssi ng
P

25. C oming Soon
ChesterfieldFoods.com

27. To urism Marke ting)
(Destin ation

28. Co ming Soon
VisitChesterfieldVA.com

29. Economic development
communications are moving
toward multi-channel
mobile delivery.

30. en t Cha nnel
Cont
Social Media
Marketing

31. Twitter.com/ChesterfieldBiz

32. ChesterfieldBusiness.com/Blog

33. Co ming Soon
ChesterfieldBusinessNews.com

35. ChesterfieldBusiness.com/YouTube

36. Example Video
Uptown Alley Groundbreaking

37. en t Cha nnel
Cont
Tying Traditional
Marketing Materials to
the Web

38. Existing Community Profile

39. Future Community Profile

40. ?

41. QR Code on MTP Brochure

42. Measuring Usage
& Results

45. en t Cha nnel
Cont

46. Sample Version of
‘Dog & Pony Show’
for Community
Organizations

47. GATEWAYS & CORRIDORS
LIFELINES FOR COMMERCIAL
DEVELOPMENT IN CHESTERFIELD

48. BUSINESS STARTS HERE

49. WHAT’S HAPPENING

50. WHAT’S HAPPENING
IN OUR LOCAL ECONOMY

51. WHAT’S HAPPENING
IN OUR GATEWAYS & CORRIDORS

52. WHAT’S HAPPENING
WITH OUR BUSINESS PROGRAMS

53. WHAT’S HAPPENING
In Our In Our With Our
Local Economy Gateways & Corridors Business Programs

54. JOBS & BUSINESSES
• Jobs in Chesterfield
• 113,924 jobs (4th Qt. 2010)
• Increase of 2,482 (from 1st Qt. 2010)
• Businesses in Chesterfield
• 7,498 businesses (4th Qt. 2010)
• Increase of 123 (from 1st Qt. 2010)

55. ECONOMIC DEVELOPMENT
RESULTS IN FY10-11
• New Announced Investment: $142.7 M (+112%)
• Announced New Facilities: 8 projects
• Announced Expansions: 3 projects
• Announced New Jobs: 721
• Existing Industry Calls: 150
• Active Prospects: 154

56. WHAT’S HAPPENING
In Our In Our With Our
Local Economy Gateways & Corridors Business Programs

58. GATEWAYS AND CORRIDORS

59. WESTERN MIDLOTHIAN GATEWAY

60. WESTERN MIDLOTHIAN GATEWAY
BON SECOURS

61. WESTERN MIDLOTHIAN GATEWAY
PLAZA AZTECA MEXICAN RESTAURANT

62. WESTERN MIDLOTHIAN GATEWAY
SHOPPES AT WESTCHESTER

63. CENTRAL MIDLOTHIAN CORRIDOR

64. CENTRAL MIDLOTHIAN CORRIDOR
THE MILLWORKS AT THE GREEN

65. CENTRAL MIDLOTHIAN CORRIDOR
T.J. MAXX & HOMEGOODS

66. CENTRAL MIDLOTHIAN CORRIDOR
COSTCO AT WOODLAND CENTER

67. WESTERN HULL STREET CORRIDOR

68. WESTERN HULL STREET CORRIDOR
HANCOCK VILLAGE

69. WESTERN HULL STREET CORRIDOR
DICK’S SPORTING GOODS

70. WESTERN HULL STREET CORRIDOR
PEARSON HONDA

71. WESTERN HULL STREET CORRIDOR
UPTOWN ALLEY

72. MEADOWVILLE GATEWAY

73. MEADOWVILLE GATEWAY
I-295 INTERCHANGE CONSTRUCTION

74. ETTRICK GATEWAY

75. ETTRICK GATEWAY
CHESTERFIELD AVE. ENHANCEMENTS

76. WHAT’S HAPPENING
In Our In Our With Our
Local Economy Gateways & Corridors Business Programs

77. BUSINESS FIRST CHESTERFIELD
OUTREACH ONGOING

78. START A BUSINESS WEB
PORTAL LAUNCHED

79. SHOP CHESTERFIELD FIRST
CAMPAIGN CONTINUES

81. Download This Presentation
http://bit.ly/CED2011