The Top Five Ways to Get More Marketing Investment in Your Community will help you understand how to best position your organization (rationale for support) for financial consideration, how to validate (measure) your marketing efforts so that prospects see their worth, how to put together a proposal to solicit funds, and how to create a holistic approach (and not miss any key steps) to a funding campaign.

1. The Top Five Ways to
Get More Marketing
Investment in Your
Community
Presented by Atlas Advertising & Resource Development Group
April 4, 2017

2. Atlas is a niche place-marketing agency that brings a
strategic approach to connect people to places and
goals to results. We work with communities all over
the world to grow their economies, attract tourists
and talent, and compete for jobs through a modern,
strategic approach.
About Atlas

3. About Atlas
States Countries Communities
48 6 450+
• MARKET RESEARCH
• MARKETING STRATEGY
• CREATIVE
• DIGITAL

5. 1. Develop Your Story
Create your positioning

6. How Your Story Comes Through
The Promise that you make
The Valuethat you can deliver
The Personality of your community

7. The Cleveland Story
1. Cleveland is not what you think it is.
2. Cleveland isn’t dying – it’s growing.
3. Cleveland isn’t rust belt – it’s home to the
country’s most efficient steel mill.
4. Cleveland isn’t stuck in the past – its
companies are reinventing health care and
diagnostics.
5. Clevelanders aren’t self conscious – they are
proud of where they’re from.

8. 2. Know Your
Competitors & Create
Your Business Case
Craft your story of differentiation

9. What’s Your Selling Point?
Tennessee Valley Authority
The Tennessee Valley Authority makes it clear
why they’re different, and they know the things
that make them special. Shown here are digital
ads that present not just points of differentiation,
but strong reasons for consideration from
prospects and investors.

10. Affordability Connection
Shared ecosystem of existing
talent
Talent
Connected to the Bay Area
innovation hub as well as 2 top
UC schools
Connection
Affordable real estate,
distribution & talent solutions
Affordability
Greater Sacramento’s Value Proposition
Greater Sacramento provides access to talent and resources through UC Davis and UC Berkeley, as well as the innovation being developed at both top schools, providing a
sustainable environment for the next generation of tech start ups.
Talent
The Greater Sacramento Region

11. 10 states with the most
Fortune 500 HQs
California has 51 Fortune 500 HQs.
California companies are 2156% more
profitable than Texas companies and
38% more profitable than New York
companies. This profit amount
includes California state taxes and
regulations.
California
Most Profitable
Texas
CA is 2156%
more profitable
Illinois
CA is 120%
more profitable
Michigan
CA is 102%
more profitable
Ohio
CA is 272%
more profitable
New York
CA is 38%
more profitable
New Jersey
CA is 120%
more profitable
Pennsylvania
CA is 291%
more profitable
Virginia
CA is 193%
more profitable
Georgia
CA is 115%
more profitable
Connecticut
CA is 393%
more profitable
NOTE: Eleven states included due to a tie between Georgia and Michigan for 10th place.
SOURCE: Fortune 500, 2016

12. 3. Do Something,
Not Nothing at All
From a free economic development
website, to a low cost video

13. Low Cost Value-Adds: Video
Goodyear, Arizona
Goodyear Arizona Economic Development put
together a video of companies in the area talking
about strategic advantages, quality of life, and
business assets. It’s a compelling video that
shows real examples of businesses and people
thriving – and why they ultimately chose
Goodyear as a backdrop for success.
http://develop.goodyearaz.com/the-city-region/major-employers

14. Low Cost Value-Adds: Software
Google Analytics is a freemium web analytics service
offered by Google that tracks and reports website
traffic. Google launched the service in November
2005. Google Analytics is now the most widely used
web analytics service on the Internet.
Google Analytics (FREE)
>20% of EDOS USE GOOGLE
ANALYTICS REGULARLY

15. Low Cost Value-Adds: Software
Crystal is a relatively new Chrome extension that
analyzes public data to tell you exactly how to
communicate with different individuals – with startling
accuracy! Using personality detection technology, the
Crystal for LinkedIn Chrome extension creates unique
personality profiles for every person with an online
presence to show you how to communicate with them in
the most effective way.
(FREE/$49/mo)

16. Low Cost Value-Adds: Software

17. 4. Find Your Business
Champions
Tell them your story, and ask about
participation in your organization

18. Who Are The People That Make
Your Community Move?
Chris Ciaccio
Vice President of
Marketing and Sales,
IMG Performance
Rob Cohen
Chairman and CEO of
The IMA Financial
Group, Inc.
.

19. Storytelling & Influencing
Calgary, AB
The Calgary region is a great example of an
organization leveraging economic outcomes to
educate stakeholders. They developed an event
called Reimagine: Report to the Community,
which is intended to be an engaging discussion
about how their economic development work,
new ideas, and collaboration are shaping the way
they share their story.

20. 5. Show Impact
and Results
Through metrics, prove that what you’re
doing makes a difference for your community

21. Workforce +
Employer
Data
Community +
Demographic
Data
Marketing + Peer
Benchmarking Data
See Greater Madison region for
sample peer benchmarking
dashboard
Organizational
Performance
Data
Southwest Michigan First

22. Generating Awareness
in Rhode Island
Assignment
$24,000/
8 months
Reach Results
4 Million
Targets
168
MQLs

23. Guillermo Mazier, CEO
1860 Blake Street, Suite B101
Denver, CO 80202
913 742-1720 (Cell)
303 292-3300 (Office)
www.atlas-advertising.com
www.blog.atlas-advertising.com
Thank You + Questions
Connect With Us!
Atlas exists to empower community greatness. We help community leaders be great
because better leaders produce better communities and better communities create
more jobs, retain more companies, and attract more visitors. And we’re constantly
motivated in knowing that jobs change the futures of millions of people in
communities across the world, raising their standard of living, and improving their
outlook.

24. EDC Fundraising Trends Since
Global Recession
April 4, 2017
RDGfundraising.com

26. TRENDS SINCE THE RECESSION

27. PIVOT FROM BUSINESS RECRUITMENT TO PRODUCT IMPROVEMENT
2016
NUMBERS
38%
36%
32%

28. PIVOT FROM BUSINESS RECRUITMENT TO PRODUCT IMPROVEMENT

29. PIVOT FROM BUSINESS RECRUITMENT TO PRODUCT IMPROVEMENT
“Talent is top of mind. Shifting
attention to workforce development
has been striking since the 2016 ED
Index. 90% of survey respondents
believe that having a skilled
workforce and aligned training
programs has become even more
important to the site selection
process over the past year. When
asked what has changed about their
economic development activities
over the past five years, participants
overwhelmingly cited their increased
attention to talent development (#1
among 12 factors).”
Source: Avalanche Consulting’s
2017 ED Index

30. PIVOT FROM BUSINESS RECRUITMENT TO PRODUCT IMPROVEMENT
Source: Lakey Boyd, AICP, CEcD Re:Posit Strategies Presentation 01/30/2017

31. RESPONSE- HOLISTIC, ALIGNED STRATEGY

32. RESPONSE- HOLISTIC, ALIGNED STRATEGY

33. REVENUE ON THE RISE! BUT DIFFERENT SOURCES AND MORE STRATEGIC
While local government funding for
economic development has been
on a steady decline for the past
decade, total available corporate
funds are at their highest level
ever.

34. Source:
Giving USA 2016
Annual Report
CORPORATE PHILANTHROPY TRENDS

35. MORE COMPETITION
1,571,056
# of registered nonprofits in 2016;
50% more than 2006
Source: National Center for Charitable Statistics

36. RESPONSE: BETTER STRATEGIES AND BENCHMARKING

37. RESPONSE: BETTER STRATEGIES AND BENCHMARKING

38. EVOLUTION OF COMMUNICATION
In a world of over-communication,
EDOs and Chambers of Commerce
have had to find new and
innovative ways to stand out
among the crowd

39. HOW CAN WE STAND OUT?
INTERNET DEPLOYMENT
ü Surveys
ü Social Media
ü Crowd Funding

40. CEOS ORGANIZING
Minneapolis - St. Paul
Greater Milwaukee Committee
Saint Louis

41. FINAL THOUGHTS
RDG
PhilosophyStrategy v.
Organization
Transformational
Change v.
Transactional
Relationship
Strong leadership
trumps all other
factors
Penetrating at the
right level = better
result
Holistic v. A la carte
20% of good results
come from
solicitation; 80%
come from prep and
follow-up
Challenges and
Opportunities
What’s the plan?
What is your unique value
proposition?
Are you aligned?
Investor engagement
=revenue retention
Are we leveraging our
leaders?
Don’t make promises you
can’t keep

42. Clint Nessmith
Principal
Facebook.com/ResourceDevelopmentGroup
Linkedin.com/company/rdgfundraising
@rdgfundraising
www.RDGfundraising.com