1. IEDC Marketing & Attraction: Online Economic Development Fundamentals

2. Outline Historical perspective on digital in ED Trends in ED Websites Eight components of a world class Economic Development website Best practices in each component Today’s opportunities online Wrap up

3. Historical perspective Started with my first ED website in 1995 Have seen tremendous change. Since 1995, the following have happened: Google was founded Facebook became the fastest adopted technology in history Software industry has been turned upside down Marketing industry has been turned upside down

4. Trends in ED websites Content is becoming ever more important Content is also diversifying, including: Pages Property data Demographic data Business data Downloads Video Social media is making all of what we do more transparent The conversation is moving from back rooms and private meetings to be online

5. What new media advancements have you seen that you think are valuable to your profession?

6. The future, according to one site selector “Young companies are all about social media. Their whole concept is open source everything. They rely on an online community. They’re building enthusiasts for their product online. I have a current client in the auto manufacturing space that loves social media. These guys are choosing their locations based on what their online community says they want. “If you can find companies on social media, you can reach them. Big corporations not using it this way, but small guys are for sure. “As people who live in the community find these great companies, they could connect ED with companies. Blog with your citizens about what they like and what they know about. Tips are good. Fear is how do you know you have the good information in these channels? I am just learning myself.” -A Site Selector, early October 2009

7. How to sum this up? Think of your website as a platform. A platform you use to publish, communicate, organize, and serve your many varied customers. Today, there is very little in economic development that can’t be facilitated or made more efficient by treating your website as a platform.

8. Eight components of a world-class ED online marketing platform Authenticity of place branding and messaging Clarity of navigation Depth and quality of content Use of search marketing approaches Use of email marketing and news sections Frequent performance tracking Use of Maps and GIS technology Use of social media

9. Authenticity in place branding is… Communicating a true positioning of the region Utilizing recognizable national elements Capturing users’ attention to inspire them to use the site

10. Do’s and Don’ts of Outstanding Branding

12. Uses recognizable imagery authentic to the brand (and corporate ecosystem) of the place

13. Incorporates service brand effectivelywww.worldbusinesschigago.com

15. Connects the region with useful business messaging

16. Backs up the positioning with fact based information

17. Invites users to click on a variety of useful linkswww.treoaz.org

18. Clarity of navigation in websites is. . . A prospect-specific section placed prominently Utilizing IEDC data standards Providing the top ten most requested pages Keeping all valuable content three clicks or less from the homepage

19. Top 10 pages requested nationally on ED websites About Us (about the organization) Programs (that the organization offers) Data Center News Relocate and Expand Find Property Site Selection Services Workforce data and Information Database of Companies or Largest Employers Maps of the Area

20. Do’s and Don’ts of Outstanding Navigation

22. Tremendous amounts of data in downloadable and GIS formats

23. All of the top ten pages within one clickwww.indypartnership.com

24. Great content is… Making content scannable Using a content management system that enables publishing of pages, downloadable documents, and data Weekly updates Offering prominent contact info

25. Do’s and Don’ts of Outstanding Content

27. Downloadable documents

28. First class community/ regional profiles

29. Updated multiple times weeklywww.thinkkc.com

30. Effective use of search marketing is… Ranking #1 organically for “your geography economic development” Ranking #1 organically for “your organization name” Utilizing paid search (PPC) to drive additional traffic

31. Top 10 search terms that drive traffic to ED websites Your organization name Your city/region name “economic development” Incentive type offered in your region (depends on community) Resident company name (i.e. Boeing) Region name (if different from city) Organizational url (without .com/.net.org) Campaign name (initiative or fundraising) City/region name “maps” City/region name “counties” City/region name “industries”

32. Do’s and Don’ts of Outstanding Search Engine Marketing

34. Use PPC to broaden search terms “Georgia Demographics”

35. Over half of their traffic comes from search engines

36. 500% traffic increase by using Searchwww.locationgeorgia.com

37. Effective use of email and news is… Monthly email newsletter to investors, prospects Tracking performance of those newsletters Posting newsletters and news items to your website weekly or monthly

38. Do’s and don’ts of Outstanding Email Marketing

40. They use their economist as a “Rock Star.”

41. It is their most effective marketing tool

42. All newsletters are posted back to the website www.laedc.org

43. Effective performance tracking is… Receiving a report once per month Tracking unique visits, referrers and downloads Benchmarking your performance against other ED’s Integrated tracking of advertising, web and PR effectiveness

44. Do’s and Don’ts of effective performance tracking

45. Some examples of standard benchmarks for quantitative goals

47. Track visits, not hits

48. Benchmark their data against like organizations using Development Resultswww.chooseneindiana.com

49. Effective use of Maps and GIS technology is… Using maps with various layers (transportation, education, etc.) Using integrated real estate searches/GIS mapping software Generating dynamic demographic and business reports

50. Do’s and Don’ts of effective maps and GIS technology

52. Fully integrated property search and community comparison

53. Best printable property details

54. Best use of both Google street view and Bing Birdseye imagerywww.amazingalabama.com

55. Effective use of social media is… Linking between your website and your LinkedIn profile Keeping an active Twitter account Maintaining a blog or posting frequently on your website Incorporating Share It features on your site

56. Do’s and Don’ts of effective social media

58. Outstanding blog, mostly written by their Executive VP

59. “Insider” tonehttp://www.metrodenver.org/blog

60. Continue the dialogue with Atlas Continue the Conversation: Follow us on Twitter: www.twitter.com/AtlasAd Join the community of innovative economic development marketers Join our Next Gen Economic Development Marketers LinkedIn Group

61. Contact Atlas Contact information: 2601 Blake Street, Suite 301 Denver, CO 80205 Contact: Ben Wright t: 303.292.3300 x 210 benw@Atlas-Advertising.com www.Atlas-Advertising.com LinkedIn Profile| LinkedIn Group | Twitter| Blog| Slidespace