Training class from International Economic Development Council's course held in Madison, WI October 25 & 26, 2012. Presented by Janet Ady, President, Ady Voltege.

1. Janet L. Ady
President
608.663.9218
jady@adyvoltedge.com
Madison, WI
October 25 - 26, 2012
© 2012 Ady Voltedge © 2012 Ady Voltedge

2. 1. Who are your internal audiences?
2. Why do they matter?
3. How do you best engage them?
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3. Group Discussion
Who are your internal audiences?
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4. Internal Stakeholders
• Staff
• Boards, Committees
• Local Elected Officials
• Investors
• Business Owners
• Ambassadors
• Residents
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5. 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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6. Why They Matter
• Funding
• Support/Buy-In
• Manpower/Energy/Enthusiasm
• Skills and Relationships
• Attention and Awareness
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7. Consider This…
If your organization were not successful in
marketing to internal stakeholders, what
would the consequences be?
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8. 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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9. 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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11. Case Study #2: ED|WC
Washington 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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13. 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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15. What was your single most effective
example of marketing to an internal
audience?
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16. Internal Marketing Toolbox
• Industry Advisory Councils
– Regional leaders
– Clear purpose
– Limited non-industry participants
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17. 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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18. 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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19. Internal Marketing Toolbox
Summary
1. Acknowledge the various audiences
2. Include in your formal marketing plan
3. Invest your time and money accordingly
4. Reap the benefits of engagement
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20. Janet L. Ady
President
608.663.9218
jady@adyvoltedge.com
© 2012 Ady Voltedge 20