2. 7:00 am EDC Board Meeting – update on activities
9:30 am Client Visits Community – pitch community for
project
Noon Rotary Meeting – presentation on local
economy
2:00 pm Prospective Investor Meeting – pitch your
organization’s value
3:30 pm Workforce Development – present Employer
Survey Results
5:30 pm Young Professionals Networking Event
7:30 pm City Council Meeting - Company Incentive
Package
4. I. “Selling Your Community” Content
II. Fundamental Presentation Skills
III. Sample Presentations from Peers
IV. Key Take-Aways
5. Dreams
What’s on
their mind
Desires
Needs
Problems
Questions
Fears Catches
their
attention
6. Message Distiller
Answer their problems/fears
What can you say that will address one of your audience’s key
problems, needs or fears?
Answer their Angle it
desires/dreams What can you say
What can you say CORE that's trendy, news
that will address one making or that fits a
of your audience’s
MESSAGE theme that matters
key desires, dreams to them?
or hopes?
Make it Authentic Set it Apart
What can you say that sounds What can you say that sets you
especially authentic coming from apart – that will make your
you, based on how they see audience say, “Nobody else
you/your reputation/your ethos? can say that”?
Source: www.redpen21.com
7. Based on the target audience determine:
Value
Proposition
Key
Messages
Unique
points of
difference
Proof
Points
8. SIMPLE – Is the message easy to understand?
TANGIBLE – Does the message create a concrete image that can
be proven?
IMPORTANT – Does the message matter to your target audience(s)?
CREDIBLE - Do others believe the message in context of your
community?
KNOWN FOR - Does these message DIFFERENTIATE your
community (in a positive way)? Does the message LEVERAGE what
you are known for?
13. STICKy Message Tools
Understand what the Maps
client needs Case Studies
What assets in your
community/region
align to client needs
What’s distinctive
14. I. “Selling Your Community” Content
II. Fundamental Presentation Skills
III. Sample Presentations from Peers
IV. Key Take-Aways
15.
16. Meeting with a prospect company or site
selector - goal to influence decision-maker to
choose their community/influence decision-
maker to keep branch location in their
community
90 second networking (1 on 1)“presentation”
more informal but opportunity to sell
community
Webinar/video conference – any special tips?
Short videos and media interviews
17. To Report To Explain To Persuade To Motivate
Convincing
the
Updating Inspiring
Detailing audience
the the
how to to
audience audience
carry out a purchase
on a to take
process or something
project or some
procedure or to
event action
accept an
idea
19. Topic:
Encouraging
employees to
use the company
fitness center
Quotation Do you agree with Mark Twain:
“I’m pushing 60; that’s enough exercise for me”?
Question How much do you think the average employee exercises
each week?
Situation How much weight would you lose if you did an additional
30 minutes of aerobic activity every day?
Story Here’s why I believe in exercise: three years ago, I lost 55
pounds.
Startling Fact Sitting for six or more hours a day increases your chance of
death within 15 years by 40%.
Visual
(Show a video of the new fitness center.)
20. Criteria Direct Sequence
Indirect
Chronology
Sequence
Cause/Effect/ Order of
Solution Importance
Elimination of
Alternatives
21. Finish on a strong,
upbeat note:
• Summarize main
points
• Add a personal
appeal
• Make
recommendations
• Discuss next steps
22. Personal Knowledge/Experience
Audience and Situational Knowledge
Sources and Research
• Interviews- Internet
• Histories- News
Visual Support
Managing your speaker impressions
• Use to the advantage / benefit of the speaker and
audience~
23. Kinesics - gestures, body movement
Tactilics - touch
Oculesics – eye movement & focus
Paralanguage – vocal variations
Proxemics - space
Chronemics - time
24. • Individualism
• Time Orientation
• Power Distance
• Uncertainty Avoidance
• Formality
• Materialism
• Context Sensitivity
25. Teleconferencing Brochure
Face-to-Face Meeting Blog IM
Phone Call Newsletter
Videoconferencing Microblog
Voice Message Flier
RICH LEAN
Online Meeting Video Report Email
Vlog Text Message
In-Person Oral Presentation
Components | Barriers | Mediums | Ethics
26. Use video to engage the
audience, illustrate a
point, and make an
emotional appeal
Integrate videos into the
presentation
Practice using the video in
your presentation room
Planning | Organizing | Team/Online | Visuals |
Delivering
27. Before- check lighting- volume- area-
distractions
During- watch body gestures- vocal
affects- noise issues
After-
review all elements (your audience
and you)
28. Consider shorter
presentations because
people may lose
attention more quickly
Keep the audience
engaged
Practice with the
technology
Plan a backup system
Components | Barriers | Mediums | Ethics
31. Inattentiveness
- personal
needs/concerns,
excitement, distraction
Receiver apprehension – uncertainty
Challenges of audience diversity
Eliminate„isms‟(ethnocentrism, sexism,
racism) and trigger words
32. Previous negative experience
Limited time
Limited money
Indifference
People will listen, learn, and remember a message
only if it relates to their needs, wants, or wishes.
35. Inadequate Problems with Channels
information Incompetent
Information Overload Communication
Poor-Quality Ineffective Goal Setting
Information Communication Anxiety
Poor Timing Cultural Barriers
Lack of Feedback or
Follow-up
36. InitialMedia Statement- Emergency
Response/ Press Release
• Media is the liaison with the public
• Treat Reporters fairly
• Cooperate Professionally
• In a timely manner
• Show your enthusiasm
37. Name & Role in the Situation
Major Concern- Major Purpose
• Safety of the People and the environment
Short Description of Situation
• Use caution with names and details
Refer to Communications Expert/
Appreciation to Participants
• Anticipated follow-up
Politely Excuse Yourself
38. No Speculation
Especially if there is danger/potential
cause
No Industry Jargon or Acronyms
No Anger
No, “No Comment”
Use Negative body language
39. No Statements on company
history, policy or future
No Statements Inferring Negligence
by Anyone
No Casual Conversations or
Interviews
40. On the spot adjustments
• History to the event/ occasion
• Expansion / details to the occasion
• Questions to/from the Audience
• Story of familiarity
41. I. “Selling Your Community” Content
II. Fundamental Presentation Skills
III. Sample Presentations from Peers
IV. Key Take-Aways
43. What was the most positive aspects of the
speakers presentation?
Did the speaker clearly identify the
objective, and provide a format for their
presentation?
Did the speaker speak with purpose/
conviction?
Did the speaker provide resources/ outside
credibility to the presentation?
44. Dave Quinn, CEcD
Executive Director
Bastrop Economic Development
Corp
Bastrop, TX
45. What was the most positive aspects of the
speakers presentation?
Did the speaker clearly identify the
objective, and provide a format for their
presentation?
Did the speaker speak with purpose/
conviction?
Did the speaker provide resources/ outside
credibility to the presentation?
46. I. “Selling Your Community” Content
II. Fundamental Presentation Skills
III. Sample Presentations from Peers
IV. Key Take-Aways
47. Messages that STICK
Maps! Maps! Maps!
Stand out = memorable case studies
Prepare- Practice- Perform
Polish & Shine Presentations
Speaking without Saying A Word
48. Suzanne Buck Allison Larsen
Instructional Assistant CompetitiveReady
Professor Chabin
Valenti School of
Communication (509)972-0833
University of Houston @allisonCHABIN
101 Communications Bldg
Houston, TX 77204-3002 allison@chabinconcepts.com
(713)743-2874
sbuck@uh.edu
Notas do Editor
Does this look like your schedule? Or some variation there of….Many meetingsPresentations every day – at least more often than most professionalsYou are in the public eyeWhat you have to say is importantMaking a good impression could be the difference between success and failure of your communities economic developmentGoal for this session: practical tips and tools to help you do your job more effectively – especially in “Selling Your Community”
Let’s start with this premise…there is NO perfect PresentationYet, always seeking improvement of skills is a tenant of the economic development professional
1. Start with the content you were expecting for this session on best ways to sell your community2. Dig deeper into presentation skills for all situations3. See examples from our peers with robust review discussion4. Wrap up with practical take-awaysLet’s begin with Content…The insights I will share about content for selling your community are as a result of working with Chabin’s sister company, Austin Consulting – international site selection firm.I have seen first-hand on site visits and at conferences how some communities stand out and how too many sound exactly the same in selling their community – Our goal today is to give you tips to STAND OUT and be memorable in a positive way.I will cover 2 key areas for “Selling your Community” content:1. Framing a compelling message – understanding your audience and messages that STICK2. Essential tools for “story telling” in economic development
Really understand what keeps them up at nightFor instance: Airbus suppliers are probably seeking USA companies that they can joint venture or partner with so they don’t lose their standing as a supplier as Airbus plans for supporting new Mobile AL plantA Walmart supplier may be concerned about how they will meet sustainability requirements to continue selling to their largest customer – if they lose Walmart as a customer they may go out of business.Their spouse is upset about the increasing crime rate in the community and is making the company owner’s life unbearableCompany is afraid of losing innovation advantage because young professionals, especially brilliant engineers won’t move to their town and move where their competitors are located.Consider their situation for site visit prep:the first thing on there mind might be as simple as “Which way is north?”, “Where am I?”How many places have I toured this week already?Cut down list – short timelines & reduce extraneous options
Good tool to work on aligning solutions, assets and advantages your community offers to your client/targets
Explain chartValue Proposition = Why you community is the location of choice for INDUSTRY, COMPANY, and SPECIFIC PROJECTWhy prospect would be foolish to look elsewhere - convincing andrelevant case based on alignment of what community offers to what they needNot talking about a branding tag line – this changes based on audience- i.e. What’s in it for them? A fundamental sales principle“We have land” is only a proof point2.Reference IEDC article - i.e. Get input and help developing your message(s)Local employers are the authentic voice of your community – engage them for input and spokespeople; tell their stories to prove your value propositionIllustrate point:In essence you are running a campaign for your community. Just like campaigns need platforms (and details to explain their plans for what they will do when elected) so do you need proof point to support your message platform. Can’t promote your community for what you are not.Example from breakfast this morning that illustrates precisely how effective a good message can be for instilling a positive and memorable message.Mayor from Aztec New Mexico – located 3 ½ hours from Albuquerque; 7 hours from Denver – You could say… “middle of nowhere”I learned about assets for burgeoning natural gas industry; their connection to global economy through their unique community college program – students from Nigeria there now; about innovative entrepreneurs creating parts and equipment that is sold globally because of their unique capabilities for this sector.
SIMPLE – illustration of importanceOn The Daily Show, John Stewart interviewed President Clinton about his speech at Democratic Convention. Clinton made a point to explain why he spent so much time on simplifying the facts of the economy: When people are scared, uncertain, threatened – clarity of information, especially for complex and emotional issues, is vital.TANGIBLE – Does the message create a concrete image that can be proven?IMPORTANT – Does the message matter to your target audience(s)?CREDIBLE - Do others believe the message in context of your community?KNOWN FOR - Does these message DIFFERENTIATE your community (in a positive way)? Does the message LEVERAGE what you are known for?Test with local stakeholder, local employers, external contacts, such as site consultantsTransition:Now that you have relevant content – particularly a distinctive “Why for your community”, let’s talk about the two most essential tools for “Selling your Community”
Maps! Maps! Maps! Glorious Maps!Maps are a terrific tool for telling your story. Many economic developers have added a map to their business card to assist with one-on-one presentations to better understand the area they represent.Be sure to use a vicinity map – i.e. challenging if you are not Texas, California or Florida, for example to be a recognized state – give a bigger perspective for your location mapOtherwise you might look like a square or rectangle out of perspective.This is true for county or regional organizations – the outline of the geography you represent is meaningless without contextEVEN MORE IMPORTANT FOR INTERNATIONAL MARKETING
Explain how best part of community orientation occurred informally around a map on the wall. Really set the stage for understanding during more in-depth community orientation of assets for the project we were representing
Jim Gandy utilized aerials combined with active illustrations using a smart board to highlight assets and development areas as he made the presentation.You may not have fancy “smart board” but you can do the same thing on a very functional map that client can take with them
Benefits of using case studies to illustrate your core messagesBusinesses like to hear about other businesses and their experiences more that “economic development” speakBusinesses are you most authentic voice of what it is like to do business in your communityTherefor, case studies are the most effective to proof your message and convince client this is not your first rodeo – you do what you say. But case studies don’t have to be only about how you help companies – it’s about WHAT they are doing in your community (ie shows signs of success and global competitiveness in your community.All shapes and sizes – vary in length and detail.Key elements:Speak in their language and their terms (i.e. importance of industry knowledge)Frame the story with Situation, Action, ResultAction = solution or service your economic development program provided or something they did (i.e. company innovations are very interesting content for case studies)Result demonstrates benefits of community – in essence you are saying, if you come here, expand here you can enjoy similar success
Suzanne
Allison
Allison will introduce volunteer and tee up scenarioAudience: Developers who typically are involved with urban development involving housing, retail/commercial and office. Setting: More formal – presentation to developer session designed to inform potential responders to the RFPScenario: Renew Moline is the public-private economic development partner of the city of Moline for development and redevelopment of the city’s downtown riverfront.Over the last 6 years, the city acquired 15.5 riverfront acres of industrial property, torn down the building which was on it, remediated the property, put in public improvements and raised the property out of the 100-year flood plain.The city has asked Renew to execute a request for proposals and the selection of a master developer for this site which is located immediately adjacent to a new campus for a 4-year public university and in close proximity to downtown.
Before switching to Janet’s presentation – review questions with groupAllison will facilitate group inputSuzanne will be expert contributor for feedback – i.e. get some feedback from group and turn to Suzanne to comment on presentation example and group feedback
Allison will introduce volunteer and tee up scenarioPlace: Sneak Peak event for VIP’s of new art gallery opening up Downtown Setting: Chatting with two local business owners about summer vacations with glasses of wine in hand Scenario: Our conversation is interrupted by an elderly gentleman and introduces himself as the single longest property owner of a building downtown and then ask, “So what’s your opinion of this Main St Promenade initiative they’ve got started?” Note about the initiative: it was started by a group of business owners and building owners. The older business owners don’t particularly care for it and do not want anyone to mess with Main St.
Allison will facilitate group inputSuzanne will be expert contributor for feedback – i.e. get some feedback from group and turn to Suzanne to comment on presentation example and group feedback