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Fayetteville Cumberland Economic Development Corporation
Marketing & Communications Strategy
2017 - 2018 Fiscal Year
Board Members:
Jack Rostetter, Chairman - H&H Homes
Andrew Pennink, Vice Chairman - HomeFront Mortgage
Tim Richardson, Treasurer - First Citizens Bank
Juanita Pilgrim, Secretary - Deputy County Manager (Retired), Cumberland County
Glenn Adams - Chairman, Cumberland County Commissioners
Kathy Jensen - Councilwoman, City of Fayetteville
Bobby Suggs, Jr. - CenturyLink
Denise Strother - ERA Strother Real Estate
Amy Cannon (ex-officio) - County Manager, Cumberland County
Doug Hewett (ex-officio) - City Manager, City of Fayetteville
Dr. Larry Keen (ex-officio) - President, Fayetteville Technical Community College
Staff:
Robert Van Geons, President & CEO
Jimmy Abbatiello, Manager, Marketing & Communications
Teddy Warner, Director of Business Development
Cathy Johnson, IOM, Director, Economic Development
Amber Quinn, Manager, Research & Administration
12/11/17
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The Fayetteville Cumberland Economic Development Corporation is charged with growing economic
activity, private sector investment, and employment opportunities within our community. With unified
support of public and private sector leadership, we strive to maximize our community’s potential through
aggressive business recruitment, dynamic marketing , quality product development , and existing industry
support.
Marketing and Communications are cornerstones of our program of work and are required for the
accomplishment of our mission. Aggressive and creative promotion of Fayetteville and Cumberland County
drives our recruitment efforts, promotes and encourages expansion of existing businesses, and grows local
support for economic development. Our strategy focuses on proactively providing relevant, data driven
opportunities, unified in message and aesthetic, and designed to be effective in reaching our external and
internal target audiences alike. Highlighting Fayetteville and all of Cumberland County’s competitive
advantages, demonstrating the economic,
workforce, and community assets we offer, and
conveying a value-added business proposition
are our key message components. This general
platform is then tailored to effectively reach its
intended audience, based on industry sector,
decision drivers, and engagement platform.
Furthermore, we are working to position our
community as a convening point for super-
regional engagement by hosting, recruiting, and
supporting events that draw thought leaders,
industry experts, and attendees from across
North Carolina and the greater southeast.
More than ever, marketing messages and efforts
cross platforms and audiences. The strategy to reach our targets must be as multifaceted as our audiences’
unique interests. To stand out from our competitors, our efforts must be carefully planned to match time-
sensitive decision makers with targeted messaging, while constantly revising our efforts based on response,
research, and market dynamics.
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Highlighting our competitive advantages differentiates Fayetteville and Cumberland County from competing
locations in our region, the southeast, and across the globe. Our uniquely experienced workforce, logistics
friendly location, proximity to Fort Bragg, transportation infrastructure, education systems, and broadband
internet capacity have been identified as the some of the most attractive factors for target sectors seeking to
establish a new facility or otherwise expand their business.
Our competitive advantages are the framework on which we build our messaging, which is designed to engage
our target audiences and stand out from our competition. Primary messages include:
Leveraging the area’s uniquely experienced and globally diverse workforce, including transitioning military
and their families, which enhances our motivated and affordable existing labor force
Elevating our community’s position as a preferred business center within the greater southeastern region vs
competing against other cities within our home state
Demonstrating our unique balance of affordability, accessibility, and opportunity, which provides a reduced
cost, business friendly environment, while maintaining a dynamic quality of life for our residents
6,500+ highly trained Army personnel transition each year 2/3 either
remaining or interested in remaining in the community.
A large number of graduates with degrees in STEM fields such as biological
sciences, biomedical sciences, accounting, civil engineering, statistics, and computer and information sciences are located in the area
A large population of Army spouses and under-employed talent are
located in the area
Among the youngest workforce in the Carolina’s, with a median age of
31.9, far below the state (38.4) and national (37.8) averages
Workforce development support including on-the-job training assistance
and local postsecondary sources, including Fayetteville State University, Methodist University, and Fayetteville Technical Community College
Diverse local and state incentives to support businesses of varying size
and sector
A pro business climate and regulator environment, including North
Carolina’s status as a “Right to Work” State— with the lowest Unionization Rate in the Country (2.9%)
Fayetteville is on the I-95 corridor within an 8-hour drive of 2/3 of the
nation’s population (which makes it easy to reach 170 million people) and midway between New York, NY and Miami, FL
Cumberland County is near deep water ports in Wilmington, NC (89 miles,
1 & 1/2 hour drive) and Charleston, SC (219 miles, 4 hour drive)
The area is serviced by Class I Norfolk Southern and CSX Rail Services, as
well as the Aberdeen & Rockfish R.R. Co.
Fayetteville Regional Airport houses a 7,709 foot runway that accommodates cargo jets. American, Delta, and United offer flights with connections to every major business location
Local utility infrastructures provides substantial capacity and affordable
electrical, water, wastewater and natural gas infrastructure
Fayetteville ranks high in national broadband rankings compared to its
benchmark communities from data published by the NTIA
A lower cost of living, combine with a diverse community create a high
quality of life that is affordable, accessible, and full of opportunity
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The design of our messaging and manor in which it is delivered is tailored to reach specific audiences, based on
their decision drivers and information needs. Our strategies are specifically designed to reach unique external
and internal audiences.
The FCEDC directs its external marketing and communications efforts toward decision-makers at emerging
companies that offer prospective new business opportunities. These companies may have expressed an interest
in an expansion or relocation to this area or work in one of our Target Industry Sectors. Professionals at our
existing (non-locally managed) industries, site selection and development leaders, and national and super-
regional industrial brokers, who are hired by these companies, are also reached in the same ways.
Business Decision-Makers are both the most populous and difficult opportunities to successfully target and
identify. In order to successfully engage these targets, we must identify the people who manage, decide, and
administer new business development projects within industries that fit our industrial and geo-spatial profile.
Site-selection consultants are hired by corporations or
business owners planning an expansion or new facility. Their
task is to identify and vet locations that fit specific criteria (size,
utilities, logistics infrastructure, incentives, workforce, etc),
eliminating locations until a finalist is chosen. They are
typically associated with large projects, being considered by
established companies. These searches may span multiple
cities, states, or countries.
Our work with regional brokers is more personal and they are
one of our best sources for medium to large projects. These
professionals often have standing corporate and development
clients and represent large portfolios across the Southeastern United States and beyond. The line between site-
selection and corporate real-estate has blurred with many firms now including consulting services as part of
their portfolio.
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Innovations in online advertising allow the FCEDC to easily place time-relevant, hyper-targeted, and value-
added messages in front of its audiences when and where they will be most receptive. By utilizing a
combination of linked strategies, we can target decision-makers in their offices, on their phones, and at events
with online and print materials they will actively engage with. With these, we deliver messages that convey the
community's competitive advantages that are relevant to their employer's industry and specific needs. The
individual strategies are designed to be used collectively, with individuals re-targeted based on previous
interactions with our content.
Our technology-driven approach is made possible through
the use of advanced user profiles, time-sensitive geo-
targeting, and website pixel data. These allow our digital and
social media messages to be sensitive to an audience
member's immediate location, industry sector, occupation,
and business connections and only show related content.
These methods will also let us capture them in transition,
when they would be most likely to engage with our
marketing efforts. For example, we would be able to
remotely target all C-level executives, employed by defense
contractors, who are working in their offices, visiting a
competitor’s location, or attending a robotics symposium
across the county. Furthermore, we would be able to put our
message in front of a similar business
decision-maker when they land at the
Fayetteville Airport or are spending more
than 45 minutes at RDU.
These efforts will be in addition to other
methods including print advertising in
regional and industry magazines and
multi-modal outreach including e-blasts,
personal calls, and in-person visits to
specific members of the CRM.
Audience-sensitive digital advertising and
website content
Social media advertising, blog articles,
interviews with community and industry
leaders, and data and message driven
boosted posts
Business and Industry Magazine articles that
include interviews with local industry leaders
Multi-modal outreach to specific members
of the CRM
TACTICS
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Participating in and hosting direct engagement opportunities are the most effective ways our community can
elevate its profile in front of a decision-maker. By attending professional and industry events that attract our
audiences and hosting them in our community, we will be able to directly share our messages face-to-face.
These relationship-building strategies not only translate into future partnerships and projects for the FCEDC, but
also allow us to better understand our audiences' industry needs, supply-chains, and perspective.
DIRECT ENGAEMENT EVENTS
We are able to participate in regional, national, and international events on our own and by leveraging
collaborative marketing opportunities with the NC Economic Development Partnership (EDPNC) and other
organizations. Through strategic planning, the FCEDC can be
recognized at these events, with guaranteed access to the
attendees we would like to target. At times, members of our
existing industries will also be invited to accompany us to
these events. This will allow us to facilitate their growth by
connecting them to potential partners, clients, and
consultants while adding relevancy to our messages.
Physical marketing materials, branded giveaways, and other
targeted collateral will allow the FCEDC to provide more
detailed information related to our messages at events and a
lasting impression in the hands of a decision-maker. We will
also be able to fully leverage our presence by utilizing online
and social media content delivered within the event space to encourage one-on-one interaction with staff
members.
Examples of active participation at direct promotional events include:
Displaying and hosting brokers and developers through the Society of Industrial and Office Realtors (SIOR)
Being featured at the annual meeting of the “International Site Selectors Guild” and similar events
Attending events like the AUSA Defense Trade Show (D.C.), Select USA’s International FDI Recruitment
Summit, and International Asset Management Council (IAMC) Reception with EDPNC
Sponsoring conferences and/or hosting our own events at conferences. These can be advertised on the
official schedule or held “off site” and advertised through social media targeting
Attending conferences with existing industry leaders to network with professionals and consultants from our
target sectors
Customizable materials for events with info-
graphics, photos, and contact information
Geo and Temporal relevant digital and social
media content targeted towards event attendees
Branded giveaways that build awareness of the
FCEDC Brand and encourage further contact
TACTICS
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HOSTED EVENTS
Hosted events would allow the FCEDC to fully demonstrate the
community's competitive advantages and introduce our
audiences to local higher education, existing industry, and
community leaders. Simultaneously, we can promote our best
development sites and opportunities, demonstrate the ongoing
growth of our area, and generate substantial press stories in the
process. We would not only invite business decision-makers, site-
selectors, and brokers, but also large-scale industrial developers,
State economic development leaders, and business press.
Events also offer the chance to collaborate with existing industries,
higher education institutions, and other organizations. For example,
at a Next Generation Technology Collaborative, we would partner
with local technology, robotics, and aerospace companies, our soon
to be launched Innovation Center, and next generation developers
to showcase new innovations in AR, VR, drone technology, cyber
security, and Gig+ broadband. The event would link and promote
our existing cyber security and defense service providers while
attracting companies that currently engage FT. Bragg, but do not
operate in this area. Earned media would promote our community’s
knowledge assets including FSU, FTCC, Methodist University, and the Cape Fear Research Consortium. And
showcase our substantial and under-recognized technology community.
Examples of other Hosted Events include:
Hosting corporate executives and other leadership from companies based, but not headquartered in this
area to showcase our community and discuss opportunities to grow
their investment in North Carolina
Hosting an External Investment Summit to promote development
opportunities in greater detail, extol our workforce advantages, and
generate substantial positive press regarding the evolution of our
community
Hosting decision-makers related to specific projects, allowing them
to tour sites and buildings, network with community leaders, and
enjoy the quality of life aspects of our area
Branded giveaways that showcase
local craftsmanship or industry and
provide more information about our
community
TACTICS
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The FCEDC has identified industry sectors that are optimal for direct targeting based on the community's
competitive advantages. They have also been found by researching employment trends (Table 1) to determine
which industries are currently experiencing growth or decline in our area, opportunities in our existing industry
clusters’ supply chains, and emerging sectors that have not yet
established a presence in Fayetteville and Cumberland County.
The FCEDC’s 2017-2018 Target Sectors are:
Defense Related Industries and Aviation
Healthcare and Digital Health Services
Advanced Manufacturing
Logistics and Distribution
Innovation and Technology
In addition to customized messages and strategies for these sectors,
the FCEDC will utilize connections with existing industry leaders,
military personnel, DoD contractors, and other local professionals. These individuals may accompany us to
trade shows, be profiled in advertising and social media, and/or help establish a professional relationship
between a prospective company and members of our community.
TABLE 1
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North Carolina is one of the strongest states for manufacturing in the
country, with a base of nearly 500,000 manufacturing employees. There
are currently over 7,000 manufacturing workers within Cumberland
County with more currently completing training at local universities and
community colleges. The FCEDC’s connection to the Fayetteville Area
Plan Managers Association allows us to easily network and show relevancy
in this sector.
Specific industry sectors include:
Commercial, Industrial, and
Institutional Electric Lighting
Fixtures
Technology Parts Manufacturing
and Assembly
Specialized Lighting Equipment
Household Appliances
Relay and Industrial Controls
Communication and Energy Wires
The key selling point for this sector is an ideal location with necessary
resources. Our area is an ideal candidate for expansion due to its
centralized location with easy access to 2/3 of the United States’
population, transportation options, and labor force.
Specific industry sectors include:
Transportation and Freight Management
Transportation Technology
Contract Warehousing
Public Warehousing
Distribution Management
Freight Consolidation
Logistics Software Development
W o r k f o r c e
L o c a t i o n
L o g i s t i c s I n f r a s t r u c t u r e
( R a i l , S h i p p i n g , I - 9 5 )
F a y e t t e v i l l e R e g i o n a l
A i r p o r t
H i g h e r E d u c a t i o n a n d
T r a i n i n g
S t a t e I n c e n t i v e s
F o r t B r a g g
“ R i g h t t o W o r k ” S t a t e
COMPETITIVE ADVANTAGES
Plastics Materials and Resins
Pharmaceutical Preparation
In‐Vitro Diagnostic Substances
Biological Products
Adhesives
Plastics Packaging Film and
Sheets
Urethane and Other Foam
Products
Plastic Bottles
Agricultural Manufacturing
L o c a t i o n
L o g i s t i c s I n f r a s t r u c t u r e
( R a i l , S h i p p i n g , I - 9 5 )
A i r p o r t t h a t
A c c o m m o d a t e s C a r g o J e t s
H i g h e r E d u c a t i o n a n d
T r a i n i n g
S t a t e I n c e n t i v e s
“ R i g h t t o W o r k ” S t a t e
COMPETITIVE ADVANTAGES
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MILITARY SUPPORT SERVICES
The Fayetteville area has such a rich history in the defense industry that
insiders often refer to it as “Pentagon South.” 6,500+ men and women
exit the military through Ft. Bragg each year and many choose to remain
in our community and become a part of our civilian labor force. Through
relationships with military personnel, DoD contractors, and local
organizations like the Military Affairs Council and FTCC All American
Veterans Center, we can offer unparalleled networking and business
opportunities.
Specific industry sectors include:
Data Processing, Hosting, and Related Services
Administrative Management and General Management Consulting
Services
Specialized Scientific and Technical Consulting Services
Expert Professional, Scientific, and Technical Services
Corporate, Subsidiary, and Regional Managing Offices
Office Administrative Services
Computer Systems Design Services
AVIATION/AIRPORT DEVELOPMENT
In addition to the aerospace industry’s natural connection to Fort Bragg and its related contractors, our area is
experiencing a major boost in this sector due to Fayetteville Regional Airport’s ongoing remodeling and
expansion project. This naturally encourages the growth of airport support service industries in our region. The
airport’s increased ability to house corporate jets also creates a major selling point for decision-makers at high-
profile companies.
Specific industry sectors include:
Aerospace Engineering
Aerospace Parts and Supply
DoD Contractors
Air Transportation and Logistics Services
Private Airline Companies
Airport Support Services
F o r t B r a g g
V e t e r a n , C o m m u t e r , A r m y
S p o u s e , a n d U n d e r e m p l o y e d W o r k f o r c e
H i g h e r E d u c a t i o n a n d
T r a i n i n g ( A C L C )
H i g h P e r c e n t a g e o f
R e s i d e n t s w i t h D e g r e e s i n S T E M F ie l d s
H i g h B r o a d b a n d R a n k i n g
S t a t e I n c e n t i v e s
A f f o r d a b l e C o s t o f L i v i n g
COMPETITIVE ADVANTAGES
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Due to the size of the Cape Fear Valley Health System and medical facilities
of Fort Bragg, the healthcare sector has been rapidly expanding over the
past decade with currently over 7,500 employees in this area. Because of
their background with the military, DoD, and/or degrees in STEM fields, a
high percentage of our workforce are ideal candidates for companies who
specialize in health technology research, development, and
implementation.
Specific industry sectors include:
Pharmaceutical development
Ambulatory Health Care Services
Social Assistance
Biomedical testing and supply
Robotic and remote surgery
VR medical training development
OFFICE & TECHNOLOGY
Along with transitioning members of the military, our enthusiastic workforce also includes thousands of military
spouses and underemployed individuals who have the skills, knowledge, and work ethic to serve in high-
demand office situations. These include
transactional financial services, insurance,
and other industries that benefit from
high productivity and an affordable cost
of doing business.
Specific industry sectors include:
Third Party Administration of
Insurance and Pension
Financial Transactions Processing,
Reserve, and Clearinghouse Activities
Payroll Services
Testing Laboratories
Process and Consulting Services
H i g h e r E d u c a t i o n / N u r s i n g
P r o g r a m s
W o r k f o r c e
H i g h P e r c e n t a g e o f
R e s i d e n t s w i t h D e g r e e s i n S T E M F ie l d s
A v a i l a b i l i t y o f L a b s a n d
T e c h n i c i a n s
H i g h B r o a d b a n d R a n k i n g s
COMPETITIVE ADVANTAGES
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CYBERSECURITY
Due to the worldwide reliance on technology and a need to protect
sensitive information, the cybersecurity industry has experienced rapid
growth in the past decade with it expected to be worth a collective
$170 billion in 2020. Because of this area’s proximity to Fort Bragg,
cybersecurity companies have the opportunity to not only work
alongside the U.S. Military and DoD, but also public companies with
government contracts who require additional security. Transitioning
military are also extremely hirable in this sector because of the
percentage who have degrees in STEM fields and their experience.
Specific industry sectors include:
Defense Cybersecurity
Consumer Cybersecurity
ADVANCED COMMUNICATION
Due to the large number of transitioning veterans, military spouses, and
underemployed workers who may be seeking a second or part-time
job, this area is uniquely qualified to host research, data sampling, sales, support, and other communications
companies who typically offer an option for this type of employment.
Specific industry sectors include:
Global and National Marketing Research
Data Collection
V e t e r a n , C o m m u t e r , A r m y
S p o u s e , a n d U n d e r -e m p l o y e d W o r k f o r c e
F o r t B r a g g
A i r p o r t w i t h C o n n e c t i o n s
t o E v e r y D o m e s t i c a n d I n t e r n a t i o n a l L o c a t i o n
H i g h B r o a d b a n d R a n k i n g s
H i g h P e r c e n t a g e o f
R e s i d e n t s w i t h D e g r e e s i n S T E M F ie l d s
H i g h e r E d u c a t i o n a n d
T r a i n i n g O p t i o n s
S t a t e I n c e n t i v e s
A f f o r d a b l e C o s t o f L i v i n g
COMPETITIVE ADVANTAGES
Identity Theft Protection
Computer Systems Design Services
Customer Support Services
Direct Sales
Cable and Satellite Providers
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The FCEDC will update its base materials to increase efficiency and match the branding, design, and data of its
marketing and communication strategies. This is will increase our preparedness for engagement and ensure
that a unified message is conveyed across all of the organization’s platforms.
REQUEST FOR PREPOSALS (RFPS)
One of the primary tasks of the FCEDC is to quickly and effectively
respond to inquires from companies seeking to expand their business,
build a new facility, or relocate to this area. In order to expedite this
response process, the FCEDC staff will create designed, customizable
materials that include the required information, a site and/or building
profile, and photos and infographics highlighting competitive advantages.
If the company’s identity is known to the FCEDC, a number of retargeting
strategies will be possible after the initial project response is sent. These
include follow-up reports, targeted online content, and online and social
media advertising expanding on the information included in the original
response. If the company’s identity is not known, we will still be able to
retarget through pixels included in FCEDC.com’s code if the business
decision-maker visits our site before or after requesting information.
SITES AND BUILDINGS
In order to easily provide information about the properties we feature in
our RFP responses, the FCEDC will create detailed profiles that include
real estate information received from the broker or owner associated with the property. High-definition photos,
detailed maps, and info-graphics showing the site and/or building’s infrastructure and logistics information will
also be part of each document. For high-profile sites, videos with drone footage and a voiceover will be used to
show greater detail. We will also proactively host Product Development Meetings with brokers and landowners
to negotiate the development of new sites and industrial parks.
WEBSITE
The FCEDC will redesign its website to include content that adapts to its viewer and improve its aesthetics and
SEO integration. A sitemap will be built that encourages each type of target audience to remain on the site as
long as possible and contact the FCEDC after browsing. High-definition photographs, infographics showing
competitive advantages, and interactive maps that include site, transportation, and infrastructure placement will
also be implemented.
Customizable responses tailored to an
individual project’s specifications and
requirements
Site and building profiles with photos,
maps, info-graphics, and drone videos
Follow-up reports , online content,
and social media advertising directed
by website pixels, user-behavior
profiling, user profiles, and
geographic and time sensitive “geo-
fencing,”
A redesigned and adaptable Website
with improved SEO integration,
sitemap, photos, info-graphics, and
maps
BASE MATERIALS
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The FCEDC directs its internal marketing and communications efforts to engage the FCEDC's Board and
stakeholders, community leaders, local and regional media, existing industry professionals, members of the
public, and local organizations.
The FCEDC intends to foster participation from the community in the economic development process. This will
be accomplished by showcasing the success stories of the FCEDC and local businesses, familiarizing the public
with employment options, and connecting our workforce with the jobs that are created through industry
growth. By engaging this audience in our mission, we will also be
informed of new opportunities for industrial sites and companies in our
area who have the potential to expand. Our strategies focus on building
new relationships and investing in existing partnerships, while
highlighting the organization's work.
Examples of community engagement include:
Providing relevant content to local and regional media outlets that
announce successful projects, highlight industry expansion,
announce job creation, and showcase events
Creating social media and blog posts that include interviews with
leaders in the community and existing industry, informative
graphics,
Surveying the public for labor recruitment requests
Scheduling TV and Radio Interviews that highlight successful projects,
existing industry improvements, incentive options, the Innovation Center,
and other topics related to economic development
Scheduling issue-driven Media Events and Community Speaking
Engagements designed to get members of the media and public
acquainted with the daily work of the FCEDC, its leadership, and topics
related to economic development
Partnering with the City, County, and other organizations to utilize
their resources and relay our messages to their established audiences
Establishing a greater community presence by attending, participating
in, and promoting City, County, and other organizations’ events
Detailed press releases with
photos
Social media and blog posts
that promote the work of the
FCEDC, existing industry,
competitive advantages, events,
and other organization’s events
TACTICS
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A main part of the FCEDC’s mission is to be the leading resource for existing companies looking to expand their
facilities, market sectors, and labor force. Across the country, 80% of new jobs are created by expansions of this
kind. The industries that make up Fayetteville and Cumberland County’s business landscape (Table 2) are
incredibly diverse and are currently utilizing the area’s competitive advantages to succeed. In addition to
involving local industry leaders in engagement with prospective business clients and events, we will continue to
take a proactive approach by encouraging growth one business at a time. We do this in a number of ways.
First, we engage with them directly to help them identify new supply chain opportunities and clients, and foster
business and community partnerships. Second, we encourage expansion projects and new hiring by facilitating
local, regional, and State incentives and grants. Lastly, through press, blog, and social media content, we profile
their employees and tell their story to help them gain exposure in the community.
Table 2 NICHE SECTORS
ADVANCED
MANUFACTURING
Specialty Chemicals/Resins
Rubber Products
Electronics & Components
Food Processing & Distribution
Advanced Textiles
Automotive Filters
Home Products
OFFICE &
TECHNOLOGY Regional Headquarters
Data-Intensive Operations
HEALTH Health Care
Advanced Imagery
LOGISTICS,
DISTRIBUTION, &
TRANSPORTATION
Distribution Centers
Logistics
Packaging
Liquid Transportation
DEFENSE/
AEROSPACE
Software for Military Components
Specialized Aircraft Component Assembly
CYBERSECURITY Homeland Security
Defense Security
ADVANCED
COMMUNICATIONS
Call Centers
Direct Fulfillment Center
Defense Communications
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Involving the FCEDC’s Board of Directors and other stakeholders in
the different aspects our strategy will promote efficient
communication between the organization’s sponsorship, leadership,
and employees. Measurement reports will be regularly presented to
the Board and stakeholders to ensure that the strategies are being
utilized to reach our target audiences effectively.
In order to measure and review the success of the FCEDC’s external
and internal marketing and communication strategies, regular
analytic data will be produced that will report:
The actual number of business decision-makers, site-selectors,
brokers, and other related professionals that visit Cumberland
County due to our efforts
Increases in company inquiries, industry connections, and
social / web traffic
Analytics of our geo, social media, and temporal targeted marketing
Records of interaction with attendees at direct engagement and hosted
events
A quarterly report of overall results and expenditures
Local media mentions and readership/listenership/viewership information
Detailed monthly reports and
data-driven info-graphics for
Board and Marketing
Committee meetings
Ongoing CRM recording to
track what audiences are
being reached with what
messages and their
subsequent actions
A media mentions log that
includes every mention of the
FCEDC in print, online, and
from audio/visual sources
Press readership, listenership,
and viewership information
A monthly Website and
Social Media Analytics Report
for the Board highlighting
page views, impressions,
audience engagement,
REPORTING
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nt,
med
ia r
elea
ses,
etc
.
Exte
rnal
,
Inte
rnal
Staff
Tim
e En
sure
un
iver
sal
pla
cem
ent
Gau
ge r
eacti
on
to
th
e cu
rren
t lo
go b
y
aud
ien
ces
and
co
nd
uct
su
rvey
s
Up
dat
ed
Lo
go
Pro
vid
e a
visu
al b
ran
d
iden
tity
th
at is
aes
theti
cally
app
ealin
g an
d e
qu
ally
com
mu
nic
ates
ou
r id
enti
ty,
pu
rpo
se, a
nd
bra
nd
stra
tegy
to
ou
r au
die
nce
s
D
evel
op
a v
isu
al lo
go id
enti
ty t
hat
is a
rtfu
l, eff
ecti
ve, a
nd
inco
rpo
rate
s th
e id
ea o
f ec
on
om
ic d
eve
lop
men
t,
exp
ansi
on
, gro
wth
, etc
.
Su
bm
it a
logo
req
ues
t o
n 9
9d
esig
ns.
com
an
d/o
r to
a
Mar
keti
ng
& D
esig
n A
gen
cy t
hat
incl
ud
es o
ur
curr
ent
logo
, co
lor
op
tio
ns,
bra
nd
str
ateg
y, e
tc.
Exte
rnal
,
Inte
rnal
Staff
Tim
e/
Mar
keti
ng
&
Des
ign
Age
ncy
/
99
Des
ign
s.co
m
?
?
Un
ified
Bra
nd
ing/
Mes
sage
Defi
ne
the
wo
rk o
f th
e
FCED
C a
nd
co
nve
y th
e
com
mu
nit
y’s
com
peti
tive
adva
nta
ges
to o
ur
exte
rnal
,
inte
rnal
, an
d lo
cal
aud
ien
ces
O
vera
ll b
ran
din
g m
essa
ges
will
be
test
ed a
nd
dev
elo
ped
to in
corp
ora
te o
ur
com
peti
tive
ad
van
tage
s an
d h
igh
ligh
t
the
asse
ts o
f th
e c
om
mu
nit
y
Ex
amp
les
incl
ud
e a
focu
s o
n t
he
inte
rnati
on
al a
spec
ts o
f
Faye
ttev
ille
or
its
ind
ust
ry –
read
ines
s
Exte
rnal
,
Inte
rnal
Staff
Tim
e/
Mar
keti
ng
&
Des
ign
Age
ncy
Dev
elo
p a
n o
vera
ll
bra
nd
/mes
sage
to
be
app
rove
d b
y th
e
FCED
C M
arke
tin
g
Co
mm
ittee
Co
nd
uct
su
rvey
s an
d f
ocu
s gr
ou
ps
to
dev
elo
p a
nd
tes
t th
e b
ran
d/m
essa
ge
Co
re M
ate
rial
s
Mat
eria
ls t
hat
incl
ud
e th
e
FCED
C’s
logo
, bra
nd
ing,
mes
sage
, dat
a, a
nd
info
rmati
on
hig
hlig
hti
ng
the
com
peti
tive
ad
van
tage
s
of
Faye
ttev
ille
and
Cu
mb
erla
nd
Co
un
ty
A
set
of
del
iver
able
s w
ill b
e cr
eate
d a
rou
nd
ou
r b
ran
din
g
and
mes
sage
s to
hig
hlig
ht
spec
ific
info
rmati
on
ab
ou
t o
ur
com
peti
tive
ad
van
tage
s
Th
ese
mat
eria
ls w
ill b
e d
esig
ned
in a
tem
pla
te f
orm
at
that
can
be
qu
ickl
y m
od
ified
by
mem
ber
s o
f st
aff a
nd
targ
et s
pec
ific
ind
ust
ries
wit
h r
ela
ted
info
rmati
on
Exte
rnal
: Sit
e-
sele
cto
rs, B
roke
rs,
Med
ia, I
nd
ivid
ual
Bu
sin
esse
s,
Ind
ust
ry C
lust
ers,
Inte
rnal
: Exi
stin
g
Ind
ust
ry
Staff
Tim
e/
Mar
keti
ng
&
Des
ign
Age
ncy
Up
dat
e cu
rren
t
mat
eria
ls w
ith
rele
van
t d
ata.
Dev
elo
p n
ew
mat
eria
ls w
ith
new
bra
nd
ing.
Incl
ud
e w
ho
was
giv
en w
hat
in t
he
CR
M.
Dis
cern
th
e su
cces
s o
f th
e m
ater
ials
by
mea
suri
ng
the
resp
on
se o
f th
e va
rio
us
aud
ien
ces
targ
eted
On
line
Ad
verti
sin
g/
Web
Co
nte
nt
On
line
adve
rtisi
ng
and
web
site
co
nte
nt
that
is
sen
siti
ve t
o t
arge
t’s
loca
-
tio
n, o
ccu
pati
on
, an
d
ind
ust
ry s
ecto
r
U
se a
co
mb
inati
on
of
adva
nce
d u
ser-
beh
avio
r p
rofi
ling,
use
r p
rofi
les,
geo
grap
hic
an
d ti
me
sen
siti
ve “
geo
-fen
cin
g
to t
arge
t si
te s
ele
cto
rs, b
roke
rs, a
nd
oth
er d
ecis
ion
mak
-
ers
wit
h a
ds
and
oth
er v
alu
e-a
dd
ed m
essa
ges
R
etar
gete
d b
ased
on
th
eir
pre
vio
us
inte
racti
on
wit
h
FCED
C’s
on
line
con
ten
t
Exte
rnal
: Sit
e-
sele
cto
rs, B
roke
rs,
Ind
ivid
ual
Bu
sin
esse
s/
Ind
ust
ry C
lust
ers
Staff
Tim
e/
Mar
keti
ng
&
Des
ign
Age
ncy
Dev
elo
p o
nlin
e
del
iver
able
s an
d
ind
ust
ry s
pec
ific
web
pag
es
Incl
ud
e an
alyti
cs a
nd
ind
ust
ry s
pec
ific
dat
a an
d in
clu
de
wh
o w
e ar
e re
ach
ing
wit
h w
hat
an
d t
hei
r re
spo
nse
s in
Bo
ard
rep
ort
s
Res
po
nse
Mat
eri
als
Mat
eria
ls t
hat
incl
ud
e
rele
van
t in
form
atio
n f
or
pro
ject
req
ues
ts f
orm
atted
wit
h t
he
FCED
C’s
logo
,
bra
nd
ing,
mes
sage
, dat
a,
and
info
rmati
on
hig
hlig
hti
ng
com
peti
tive
adva
nta
ges
A
set
of
del
iver
able
s w
ill b
e cr
eate
d t
o h
igh
ligh
t sp
ecifi
c
site
s w
ith
dat
a, p
ho
tos,
an
d in
form
atio
n a
bo
ut
ou
r
com
peti
tive
ad
van
tage
s ta
ilore
d t
o t
he
pro
ject
’s
spec
ifica
tio
ns
Th
ese
mat
eria
ls w
ill b
e d
esig
ned
in a
tem
pla
te f
orm
at
that
can
be
qu
ickl
y m
od
ified
by
mem
ber
s o
f st
aff t
o
exp
edit
e re
spo
nse
tim
e an
d w
ill r
equ
ire
up
dat
ed
stati
stics
an
d p
ho
togr
aph
y
Exte
rnal
: Sit
e-
sele
cto
rs, B
roke
rs,
Ind
ivid
ual
Bu
sin
esse
s,
Ind
ust
ry C
lust
ers
Staff
Tim
e/
Mar
keti
ng
&
Des
ign
Age
ncy
Dev
elo
p a
tem
pla
te
usi
ng
exis
tin
g
mat
eria
ls a
nd
dat
a.
Dev
elo
p a
new
tem
pla
te w
ith
new
bra
nd
ing.
Dis
cern
th
e su
cces
s o
f th
e
mat
eria
ls b
y h
ow
th
ey
red
uce
th
e
resp
on
se ti
me
to p
roje
ct in
qu
irie
s an
d
by
mea
suri
ng
the
po
siti
ve o
r n
egati
ve
resp
on
ses
of
clie
nts
19
FIG
UR
E 1
. BR
AN
DIN
G/D
ELIV
ERA
BLE
S IM
PLI
MEN
TATI
ON
(co
nt.
)
Acti
on
Ite
ms
Pu
rpo
se
Stra
tegy
A
ud
ien
ce
Co
st
Ob
jecti
ve
Me
asu
rem
en
t
Ad
apta
ble
Po
wer
Po
int
Pre
sen
tati
on
s
Pro
vid
e p
rofe
ssio
nal
pre
sen
tati
on
aid
s fo
r
mem
ber
s o
f th
e FC
EDC
Staff
P
rod
uce
Po
wer
Po
int
pre
sen
tati
on
s th
at c
an b
e ea
sily
adap
ted
to
sp
eci
fic
aud
ien
ces
and
tar
get
clu
ster
s in
clu
d-
ing
site
-sel
ecto
rs, b
usi
nes
s o
wn
ers,
pla
nt
man
ager
s,
bo
ard
mem
ber
s, m
emb
ers
of
the
pre
ss, e
tc.
In
corp
ora
te t
he
FCED
C’s
ove
rall
mes
sage
, aes
theti
c, a
nd
targ
etin
g d
ata
wit
h h
igh
-qu
alit
y d
esig
n e
lem
ents
an
d
ph
oto
grap
hs
Exte
rnal
, In
tern
al,
Staff
Tim
e
Pro
du
ce 2
0-3
0
slid
es a
nd
reg
ula
rly
up
dat
e th
em a
s
dat
a ch
ange
s.
Gau
ge r
eacti
on
to
th
e sl
ides
and
ove
rall
pre
sen
tati
on
by
aud
ien
ces
and
co
nd
uct
surv
eys
Site
Pro
file
s
Site
an
d b
uild
ing
pro
file
s
wit
h h
igh
-defi
niti
on
ph
oto
s an
d m
aps,
sit
e
dat
a, in
fras
tru
ctu
re a
nd
logi
stics
info
rmati
on
,
and
co
mp
etiti
ve a
d-
van
tage
tab
les
In
clu
de
ph
oto
s, m
aps,
info
rmati
on
fro
m P
WC
, lo
gisti
cs
info
rmati
on
, an
d ti
e to
oth
er c
om
peti
tive
ad
van
tage
s
like
wo
rkfo
rce,
hig
her
ed
uca
tio
n, a
nd
bro
adb
and
cap
a-
bili
ties
Exte
rnal
, In
tern
al
Staff
Tim
e/C
ity
Vid
eogr
aph
y/
Mar
keti
ng
&
Des
ign
Age
ncy
?
On
goin
g
Dis
cern
th
e su
cces
s o
f th
e
pro
file
s b
y m
easu
rin
g th
e
resp
on
se o
f th
e
vari
ou
s au
die
nce
s
targ
eted
/su
cces
s o
f th
e
pro
ject
s
Ad
verti
sin
g in
Lo
cal,
Ind
ust
ry, a
nd
Nati
on
al
Mag
azin
es
Hig
hlig
ht
the
eco
no
mic
div
ersi
ty, t
alen
t, a
nd
oth
er a
sse
ts o
f th
e
com
mu
nit
y in
var
iou
s
bu
sin
ess,
ind
ust
ry, a
nd
regi
on
al m
agaz
ines
D
evel
op
ad
s an
d a
rticl
es t
hat
hig
hlig
ht
the
com
mu
nit
y’s
com
peti
tive
ad
van
tage
s al
on
gsid
e ch
arts
an
d p
ho
to-
grap
hs
that
mat
ch t
he
aest
heti
c o
f th
e in
div
idu
al
mag
azin
es
In
clu
de
inte
rvie
ws
wit
h F
CED
C s
taff
or
loca
l in
du
stry
par
tner
s
Exte
rnal
, In
tern
al
?
?
Mea
sure
th
e re
acti
on
of
th
e
read
ersh
ip b
y m
enti
on
ing
a
spec
ific
web
pag
e in
th
e ad
an
d
then
mea
suri
ng
resp
on
ses
thro
ugh
Go
ogl
e A
nal
ytics
Low
an
d H
igh
Co
st
Bra
nd
ed G
ivea
way
s
Pro
vid
e h
igh
an
d lo
w
cost
mat
eria
ls t
hat
incl
ud
e th
e FC
EDC
logo
to g
ive
to s
ite
sele
cto
rs,
bro
kers
, an
d o
ther
aud
ien
ces
P
urc
has
e a
nu
mb
er o
f d
iffer
ent
give
away
s
in
clu
d-
ing
pen
s, p
ho
ne
char
gers
, win
e p
rese
nta
tio
n
bo
xes,
Fren
ch p
ress
co
ffe
e m
aker
s, e
tc. t
hat
fea
ture
th
e FC
EDC
logo
G
ive
the
hig
h-p
rice
d m
ater
ials
to
pri
ori
ty a
ud
ien
ce m
em-
ber
s d
uri
ng
neg
oti
atio
ns
and
pro
vid
e lo
w-c
ost
op
tio
ns
to
oth
ers
to b
uild
aw
aren
ess
of
the
FCED
C b
ran
d
Exte
rnal
: Sit
e-
sele
cto
rs, B
roke
rs,
Ind
ivid
ual
Bu
sin
esse
s,
Ind
ust
ry C
lust
ers,
Loca
l
?
Inve
nto
ry e
xisti
ng
give
away
s an
d
ord
er lo
w
($0
.50-
2.0
0)
and
hig
h (
$1
0-3
0)
cost
op
tio
ns
Mea
sure
th
e re
acti
on
of
reci
pie
nts
to
th
e gi
veaw
ays
and
incl
ud
e w
hat
was
giv
en t
o
wh
o in
th
e C
RM
Emai
l Bla
sts/
Ad
s
Pro
vid
e o
ne
-pag
e em
ail
ads
that
incl
ud
e p
ho
to-
grap
hs
and
info
rmati
on
abo
ut
site
s, b
uild
ings
,
com
peti
tive
ad
van
tage
s,
com
mu
nit
y ev
ents
, etc
.
D
evel
op
em
ail a
ds
that
tar
get
spec
ific
mem
ber
s o
f th
e
CR
M w
ith
rel
evan
t in
form
atio
n b
ased
on
th
eir
ind
ust
ry,
po
siti
on
, pro
fess
ion
(si
te-s
elec
tor,
bro
ker,
bu
sin
ess
ow
n-
er, e
tc.)
an
d o
ther
re
leva
nt
info
rmati
on
In
clu
de
ph
oto
grap
hs,
gra
ph
s, a
nd
sta
tisti
cs.
Exte
rnal
: Sit
e-
sele
cto
rs, B
roke
rs,
Ind
ivid
ual
Bu
sin
esse
s,
Ind
ust
ry C
lust
ers
Staff
Tim
e
Usi
ng
the
info
rmati
on
an
d
form
at d
evel
op
ed
for
the
resp
on
se
mat
eria
ls, c
reat
e
an in
du
stry
sp
ecifi
c
ad e
ach
mo
nth
Gau
ge r
esp
on
se b
y em
ail
anal
ytics
an
d a
dd
th
e re
acti
on
info
rmati
on
in t
he
CR
M
20
FIG
UR
E 2
. PR
& M
EDIA
IMP
LIM
ENTA
ION
Acti
on
Ite
ms
Pu
rpo
se
Stra
tegy
A
ud
ien
ce
Co
st
Ob
jecti
ve
Me
asu
rem
en
t
Med
ia L
ist/
CR
M
Pro
vid
e th
e FC
EDC
sta
ff w
ith
an
up
dat
ed M
edia
Lis
t an
d C
RM
to
qu
ickl
y p
rovi
de
con
tact
info
rmati
on
an
d o
ther
rel
evan
t d
ata
abo
ut
mem
ber
s o
f th
e m
edia
, sit
e-
sele
cto
rs, b
roke
rs, a
nd
co
mm
un
ity
lead
ers
C
on
tin
ual
ly u
pd
ate
the
Med
ia L
ist
and
CR
M
Tr
ain
eac
h m
emb
er o
f th
e FC
EDC
sta
ff t
o u
tiliz
e th
e M
edia
List
an
d C
RM
Inte
rnal
Staff
Tim
e
On
goin
g
Per
iod
ical
ly e
nsu
re t
hat
mem
ber
s o
f th
e FC
EDC
sta
ff a
re
regu
larl
y u
pd
atin
g th
e C
RM
Ne
ws
Rel
ease
s
Pro
vid
e lo
cal,
regi
on
al, s
tate
, an
d
oth
er r
elev
ant
med
ia w
ith
info
rmati
on
ab
ou
t th
e FC
EDC
’s
succ
esse
s.
P
rovi
de
regu
lar
and
rel
evan
t p
ress
rel
ease
s to
loca
l an
d
regi
on
al m
edia
th
at in
clu
de
eco
no
mic
dev
elo
pm
ent
item
s o
f
no
te, a
nn
ou
nce
men
ts o
f n
ew in
du
stry
, in
terv
iew
s an
d
arti
cles
fea
turi
ng
pla
nt
man
ager
s, a
rea
CEO
s, n
ew b
usi
nes
s
lead
ers,
FC
EDC
sta
ff, e
tc.
In
clu
de
ph
oto
grap
hs
and
qu
ote
s fr
om
sta
ff a
nd
go
vern
men
t
offi
cial
s
Exte
rnal
, In
tern
al
Staff
Tim
e
Pro
vid
e n
ews
rele
ases
to
rele
van
t m
edia
ou
tlet
s b
efo
re t
he
sto
ry b
reak
s fr
om
oth
er s
ou
rces
Mea
sure
rea
der
ship
an
d
med
ia m
enti
on
s in
th
e FC
EDC
Med
ia M
enti
on
s Lo
g
TV &
Rad
io
Inte
rvie
ws
Info
rm t
he
com
mu
nit
y o
f th
e
succ
esse
s an
d w
ork
of
the
FCED
C a
s
wel
l as
gen
eral
info
rmati
on
ab
ou
t
eco
no
mic
dev
elo
pm
ent
and
ind
ust
ry
exp
ansi
on
Sc
hed
ule
rad
io a
nd
Tel
evis
ion
inte
rvie
ws
that
fu
rth
er
hig
hlig
ht
the
succ
esse
s an
d w
ork
of
the
FCED
C
R
esea
rch
wh
en o
ther
loca
l org
aniz
atio
ns
will
be
feat
ure
d
and
po
ssib
ly s
ched
ule
a s
imila
r ti
me
Exte
rnal
, In
tern
al
Staff
Tim
e
Sch
edu
le a
t le
ast
on
e in
terv
iew
wit
h a
mem
ber
of
the
FCED
C s
taff
eac
h
qu
arte
r o
n a
loca
l or
regi
on
al
tele
visi
on
or
rad
io
stati
on
Rec
ord
th
e vi
ewer
ship
/
liste
ner
ship
info
rmati
on
in t
he
Med
ia M
enti
on
s Lo
g an
d
tran
scri
be
the
inte
rvie
ws
Med
ia E
ven
ts
Ho
st t
he
med
ia a
t o
pen
ho
use
s an
d
even
ts in
ord
er t
o h
igh
ligh
t th
e w
ork
of
the
FCED
C a
nd
bu
ild r
elati
on
ship
s
bet
wee
n t
he
FCED
C s
taff
an
d m
edia
mem
ber
s
H
old
per
iod
ic a
nd
issu
e-d
rive
n m
edia
mee
tin
gs, d
esig
ned
to
get
mem
ber
s o
f th
e m
edia
acq
uai
nte
d w
ith
FC
EDC
lead
ersh
ip, o
ur
wo
rk, e
ven
ts, s
ucc
ess
sto
ries
, etc
.
Inte
rnal
Staff
Tim
e
Sch
edu
le a
n o
pen
ho
use
fo
r th
e o
pen
-
ing
of
the
Inn
ova
-
tio
n C
ente
r an
d
pla
ce a
med
ia e
ven
t
on
th
e ca
len
dar
at
leas
t tw
ice
a ye
ar
Incl
ud
e att
end
ing
med
ia
mem
ber
s in
th
e C
RM
wit
h n
ote
s
rega
rdin
g th
e to
pic
s d
iscu
ssed
du
rin
g th
e ev
ent
Pu
blic
Sp
eaki
ng
Enga
gem
ents
Incr
ease
th
e lo
cal a
war
enes
s o
f th
e
FCED
C’s
mis
sio
n, o
bje
ctive
s, a
nd
succ
esse
s th
rou
gh r
egu
lar
spea
kin
g
enga
gem
ents
wit
h a
wid
e va
riet
y o
f
area
gro
up
s an
d o
rgan
izati
on
s
P
rep
are
a ta
rget
ed li
st o
f gr
ou
ps
to s
pea
k to
, to
pic
are
as t
o
add
ress
, an
d a
tim
elin
e an
d c
alen
dar
to
sch
edu
le s
pea
kin
g
enga
gem
ents
fo
r m
emb
ers
of
the
FCED
C s
taff
P
rom
ote
th
rou
gh s
oci
al m
edia
, ph
oto
grap
h, a
nd
incl
ud
e
qu
ote
s fr
om
th
e ev
ent
in a
blo
g o
r so
cial
med
ia p
ost
Inte
rnal
Staff
Tim
e
Pre
par
e a
list
of
org
aniz
atio
ns
and
sch
edu
le a
t le
ast
two
sp
eaki
ng
enga
gem
ents
fo
r
the
nex
t q
uar
ter
Incl
ud
e re
leva
nt
atten
dee
s in
the
CR
M a
nd
pro
du
ce a
tran
scri
pti
on
wh
en n
eces
sary
Med
ia M
enti
on
s Lo
g
Pro
vid
e a
list
of
pri
nt,
web
, an
d o
ther
arti
cles
men
tio
nin
g th
e FC
EDC
alo
ng
wit
h r
ead
ersh
ip in
form
atio
n
K
eep
a M
edia
Men
tio
ns
Log
that
incl
ud
es e
very
men
tio
n o
f
the
FCED
C in
pri
nt,
on
line,
on
th
e ra
dio
, tel
evis
ion
an
d o
ther
rele
van
t so
urc
es.
In
clu
de
dem
ogr
aph
ic a
nd
rea
der
ship
/lis
ten
ersh
ip/
view
ersh
ip in
form
atio
n t
o e
stim
ate
wh
o a
nd
ho
w m
any
peo
ple
rea
d/l
iste
ned
/saw
th
e in
form
atio
n
Inte
rnal
Staff
Tim
e
On
goin
g
Pro
vid
e th
e FC
EDC
Bo
ard
wit
h
med
ia m
enti
on
info
rmati
on
at
each
mo
nth
ly b
oar
d m
eeti
ng
21
FIG
UR
E 3
. EV
ENTS
IMP
LEM
ETA
TIO
N
Acti
on
Ite
ms
Pu
rpo
se
Stra
tegy
A
ud
ien
ce
Co
st
Ob
jecti
ve
Me
asu
rem
en
t
Even
ts C
alen
dar
Kee
p a
n u
pd
ated
list
of
even
ts, i
nd
ust
ry
con
fere
nce
s, c
on
sult
ants
foru
ms,
etc
. th
at t
he
FCED
C
will
be
atten
din
g
C
on
tin
ual
ly c
hec
k st
ate,
reg
ion
al, i
nd
ust
ry, a
nd
oth
er
rele
van
t o
rgan
izati
on
s’ e
ven
ts c
alen
dar
s to
pro
vid
e th
e
FCED
C w
ith
a li
st o
f o
pti
on
s
En
sure
th
at d
eliv
erab
les
are
pre
par
ed t
o t
arge
t
ind
ivid
ual
nee
ds
at e
ach
eve
nt
and
are
pri
nte
d a
nd
pro
vid
ed t
o t
he
FCED
C s
taff
mem
ber
in a
tten
dan
ce
Inte
rnal
Staff
Tim
e
Co
nti
nu
ally
up
dat
e
the
FCED
C E
ven
ts
Cal
end
ar w
ith
new
dat
es a
dd
ed t
o
rele
van
t o
rgan
iza-
tio
ns’
cal
end
ars
Log
info
rmati
on
ab
ou
t co
nta
cts
mad
e at
th
e ev
ents
in t
he
CR
M a
s
wel
l as
wh
eth
er o
r n
ot
the
FCED
C
sho
uld
att
end
th
e fo
llow
ing
year
and
wh
y
Even
t D
eliv
erab
les
Mat
eria
ls t
hat
incl
ud
e th
e
FCED
C’s
logo
, bra
nd
ing,
mes
sage
, dat
a, a
nd
info
r-
mati
on
hig
hlig
hti
ng
com
peti
tive
ad
van
tage
s fo
r
the
ind
ust
ries
an
d
aud
ien
ces
in a
tten
dan
ce o
f
even
ts
A
set
of
del
iver
able
s w
ill b
e cr
eate
d a
rou
nd
ou
r b
ran
d-
ing,
mes
sage
, an
d c
om
peti
tive
ad
van
tage
s to
hig
hlig
ht
spec
ific
ind
ust
ry in
form
atio
n t
arge
ted
to
th
e att
end
ees
of
even
ts
Th
ese
mat
eria
ls w
ill b
e d
esig
ned
in a
tem
pla
te f
orm
at
that
can
be
qu
ickl
y m
od
ified
by
mem
ber
s o
f st
aff a
nd
will
req
uir
e u
pd
ated
sta
tisti
cs a
nd
ph
oto
grap
hy
Exte
rnal
:
Site
-sel
ecto
rs,
Bro
kers
, In
div
idu
al
Bu
sin
esse
s,
Targ
et C
lust
ers
Staff
Tim
e/
Mar
keti
ng
&
Des
ign
Age
ncy
?
Dev
elo
p a
tem
pla
te u
sin
g
exis
tin
g m
ater
ials
and
dat
a
Dev
elo
p a
new
tem
pla
te w
ith
new
bra
nd
ing
Log
wh
o w
as g
iven
wh
at m
ater
ials
in t
he
CR
M a
nd
re
cord
th
eir
reac
tio
n a
nd
if t
hey
late
r co
nta
cted
the
FCED
C
Ind
ust
ry C
on
fere
nce
s
Co
nfe
ren
ces
that
are
spec
ific
to a
sin
gle
ind
ust
ry
and
incl
ud
e att
end
ees
fro
m
com
pan
ies,
co
nsu
ltan
ts,
and
oth
er p
arti
es r
elat
ed t
o
that
ind
ust
ry
A
tten
d a
nu
mb
er o
f in
du
stry
co
nfe
ren
ces
each
yea
r
wit
h r
elev
ant
del
iver
able
s. N
etw
ork
wit
h p
rofe
ssio
nal
s
fro
m in
du
stry
clu
ste
rs a
s w
ell a
s co
nsu
ltan
ts w
ho
may
aid
exi
stin
g in
du
stri
es in
th
e Fa
yett
evill
e ar
ea
Exte
rnal
:
Site
-sel
ecto
rs,
Bro
kers
,
Ind
ivid
ual
Bu
sin
esse
s,
Targ
et C
lust
ers
?
?
Log
wh
o w
as g
iven
wh
at m
ater
ials
in t
he
CR
M a
nd
re
cord
th
eir
reac
tio
n a
nd
if t
hey
late
r co
nta
cted
the
FCED
C
Site
Co
nsu
ltan
ts
Foru
ms
?
Exte
rnal
:
Site
-sel
ecto
rs
?
?
Log
wh
o w
as g
iven
wh
at m
ater
ials
in t
he
CR
M a
nd
re
cord
th
eir
reac
tio
n a
nd
if t
hey
late
r co
nta
cted
the
FCED
C
Site
Co
nsu
ltan
ts
Mis
sio
ns
?
?
?
Log
wh
o w
as g
iven
wh
at m
ater
ials
in t
he
CR
M a
nd
re
cord
th
eir
reac
tio
n a
nd
if t
hey
late
r co
nta
cted
the
FCED
C
22
FIG
UR
E 3
. EV
ENTS
IMP
LEM
ENTA
TIO
N (
con
t.)
Acti
on
Ite
ms
Pu
rpo
se
Stra
tegy
A
ud
ien
ce
Co
st
Ob
jecti
ve
Me
asu
rem
en
t
Eco
no
mic
Fo
rum
s &
Sum
mit
s
?
Exte
rnal
: Sit
e-
sele
cto
rs, L
oca
l:
Bro
kers
?
?
Log
wh
o w
as g
iven
wh
at m
ater
i-
als
in t
he
CR
M a
nd
rec
ord
th
eir
reac
tio
n a
nd
if t
hey
late
r co
n-
tact
ed t
he
FCED
C
Ho
ste
d E
ven
ts
Edu
cate
ou
r ta
rget
au
di-
ence
s re
gard
ing
wh
y w
e
sho
uld
be
a p
refe
rred
loca
tio
n b
y le
ttin
g th
em
visi
t th
e ar
ea f
or
them
-
selv
es
H
osti
ng
a tw
o-d
ay E
xter
nal
Inve
stm
en
t Su
mm
it t
o
pro
mo
te o
ur
bes
t d
evel
op
men
t o
pp
ort
un
ities
, ext
ol
ou
r w
ork
forc
e ad
van
tage
s, a
nd
gen
erat
e su
bst
anti
al
po
siti
ve p
ress
reg
ard
ing
the
evo
luti
on
of
ou
r
com
mu
nit
y
H
ost
a N
ext
Gen
erati
on
Tec
hn
olo
gy C
olla
bo
rati
ve
even
t
Exte
rnal
:
Site
-sel
ecto
rs,
Bro
kers
, In
div
idu
al
Bu
sin
esse
s,
Targ
et S
ecto
rs
?
?
Log
wh
o a
tten
ded
an
d w
ho
was
give
n w
hat
mat
eria
ls in
th
e C
RM
and
rec
ord
th
eir
late
r co
nta
ct
wit
h F
CED
C
Even
t Sp
on
sors
hip
Spo
nso
rin
g co
nfe
ren
ces
and
/or
ho
stin
g o
ur
ow
n
even
ts a
t co
nfe
ren
ces
Sp
on
sor
con
fere
nce
s to
en
sure
ou
r m
ater
ials
, lo
go, e
tc.
are
feat
ure
Exte
rnal
:
Site
-sel
ecto
rs,
Bro
kers
, In
div
idu
al
Bu
sin
esse
s,
Targ
et S
ecto
rs
?
?
Log
wh
o w
as g
iven
wh
at m
ater
i-
als
in t
he
CR
M a
nd
rec
ord
th
eir
reac
tio
n a
nd
if t
hey
late
r co
n-
tact
ed t
he
FCED
C
Pro
du
ct D
evel
op
men
t
Mee
tin
gs
?
H
ost
Pro
du
ct D
evel
op
men
t M
eeti
ngs
wit
h b
roke
rs a
nd
lan
do
wn
ers
to n
ego
tiat
e th
e d
eve
lop
men
t o
f n
ew s
ites
and
ind
ust
rial
par
ks
Inte
rnal
: Bro
kers
,
Rea
l Est
ate
Pro
fess
ion
als,
Lan
do
wn
ers
Staff
Tim
e
?
Log
wh
o w
as g
iven
wh
at m
ater
i-
als
in t
he
CR
M a
nd
rec
ord
th
eir
reac
tio
n a
nd
if t
hey
late
r co
n-
tact
ed t
he
FCED
C
Loca
l Eve
nts
Esta
blis
h a
pre
sen
ce in
th
e
com
mu
nit
y an
d p
arti
cip
ate
in o
ther
org
aniz
atio
ns’
even
ts
A
tten
d a
nd
par
tici
pat
e in
co
mm
un
ity
even
ts
P
ho
togr
aph
an
d p
ost
ph
oto
s an
d in
form
atio
n a
bo
ut
the
even
ts o
n s
oci
al m
edia
U
pd
ate
web
site
/blo
g w
ith
inte
rvie
ws
fro
m lo
cal
bu
sin
esse
s fe
atu
red
at
the
even
ts
Inte
rnal
Staff
Tim
e/
Bu
dge
t?
Mai
nta
in t
he
So
cial
Med
ia C
alen
dar
wit
h r
elev
ant
com
mu
nit
y ev
ents
.
Mea
sure
an
alyti
cs f
rom
so
cial
med
ia p
ost
s re
late
d t
o
com
mu
nit
y ev
ents
Inn
ova
tio
n C
en
ter
?
Inte
rnal
Staff
Tim
e/
Bu
dge
t?
?
?
23
FIG
UR
E 4
. WEB
SITE
& S
OC
IAL
MED
IA IM
PLE
MEN
TATI
ON
Acti
on
Ite
ms
Pu
rpo
se
Stra
tegy
A
ud
ien
ce
Co
st
Ob
jecti
ve
Me
asu
rem
en
t
Cu
rren
t W
ebsi
te
Ensu
re t
hat
th
e cu
rren
t
web
site
’s in
form
atio
n
and
dat
a is
co
rrec
t w
hile
fixi
ng
any
bro
ken
lin
ks o
r
oth
er t
ech
nic
al is
sues
U
sin
g th
e av
aila
ble
dat
a, fi
x an
y b
roke
n li
nks
, tec
hn
ical
issu
es, a
nd
ou
t-o
f-d
ate
info
rmati
on
on
th
e w
ebsi
te a
nd
incr
ease
an
d u
pd
ate
the
exis
tin
g SE
O
R
epla
ce p
age
ph
oto
s, b
log
ph
oto
s, a
nd
so
me
des
ign
elem
ents
in o
rder
to
rem
ove
sto
ck p
ho
tos
wh
enev
er
po
ssib
le a
nd
imp
rove
th
e o
vera
ll ae
sth
etic
of
the
web
site
Fo
llow
th
e So
cial
Med
ia C
alen
dar
an
d c
on
tin
ue
to p
ost
blo
g ar
ticl
es a
nd
oth
er r
elev
ant
info
rmati
on
Exte
rnal
,
Inte
rnal
Staff
Tim
e
Co
mp
lete
ly u
pd
ate
the
curr
en
t
web
site
Mea
sure
Go
ogl
e A
nal
ytics
an
d
rep
ort
mo
nth
ly t
o t
he
FCED
C
Bo
ard
of
Dir
ecto
rs
Web
site
Red
esig
n
Cre
ate
a w
ebsi
te t
hat
incl
ud
es in
tera
ctive
map
s, c
on
ten
t
con
sist
ent
wit
h t
he
new
bra
nd
ing,
an
d a
n o
vera
ll,
use
r-fr
ien
dly
sit
emap
D
esig
n a
web
site
th
at is
sen
siti
ve t
o a
ud
ien
ce’s
loca
tio
n,
occ
up
atio
n, a
nd
ind
ust
ry s
ecto
r. O
ffe
r ea
ch t
ype
of
aud
i-
ence
a w
ay t
o q
uic
kly
and
eas
ily fi
nd
th
e in
form
atio
n t
he
y
nee
d w
hile
uti
lizin
g a
site
map
th
at p
ush
es t
hem
to
lear
n
mo
re a
nd
sta
y o
n t
he
site
as
lon
g as
po
ssib
le
In
clu
de
a p
ort
al t
hat
allo
ws
loca
l rea
l est
ate
bro
kers
to
up
load
cu
rren
t in
form
atio
n a
bo
ut
site
s an
d b
uild
ings
In
clu
de
a p
ort
al t
o h
elp
bu
sin
esse
s fi
nd
tra
ined
tal
ent
In
clu
de
inte
racti
ve m
aps
that
fea
ture
sit
es a
nd
bu
ildin
gs,
logi
stics
ser
vice
s, in
du
stry
clu
ster
s, e
tc.
Exte
rnal
,
Inte
rnal
Staff
Tim
e/
Web
site
Dev
elo
pm
ent
Firm
?
Mea
sure
Go
ogl
e A
nal
ytics
an
d
rep
ort
mo
nth
ly t
o t
he
FCED
C
Bo
ard
of
Dir
ecto
rs
Soci
al M
edia
Kee
p a
cal
end
ar o
f
pla
nn
ed p
ress
rel
ease
s,
blo
g p
ost
s, F
aceb
oo
k
po
sts
and
ad
s, T
wee
ts,
and
Lin
ked
In c
on
ten
t
that
incl
ud
es a
nal
ytic
dat
a
C
on
tin
ual
ly u
pd
ate
and
fo
llow
th
e in
clu
ded
Pre
ss/S
oci
al
Med
ia c
alen
dar
incl
ud
ing
po
stin
g b
log
arti
cles
th
at f
eatu
re
staff
mem
ber
inte
rvie
ws
abo
ut
regi
on
al a
nd
sta
te o
rgan
i-
zati
on
s, p
rofi
les
and
inte
rvie
ws
wit
h le
ader
s in
exi
stin
g
ind
ust
ries
, in
terv
iew
s w
ith
Cit
y an
d C
ou
nty
offi
cial
s ab
ou
t
the
imp
act
of
eco
no
mic
dev
elo
pm
ent,
etc
.
Inte
rnal
Staff
Tim
e
On
goin
g
Rep
ort
th
e an
alyti
cs o
f ea
ch b
log
po
st, F
aceb
oo
k p
ost
, Tw
eet,
Lin
ked
In p
ost
, etc
. wit
h d
eta
ils o
n
the
nu
mb
er o
f lik
es, c
om
men
ts,
clic
ks, i
mp
ress
ion
s, r
esu
lts,
retw
eets
, etc
.
Face
bo
ok/
Twitt
er/
Lin
ked
In
Pro
vid
e a
mea
sura
ble
soci
al m
edia
pre
sen
ce
that
allo
ws
the
com
mu
nit
y to
eas
ily
inte
ract
wit
h a
nd
fo
llow
the
wo
rk o
f th
e FC
EDC
C
reat
e “D
id Y
ou
Kn
ow
” b
oo
sted
po
sts
that
tar
get
loca
l
aud
ien
ces
and
pro
file
info
rmati
on
ab
ou
t sp
ecifi
c in
du
stri
es
and
Fay
ettev
ille’
s co
mp
etiti
ve a
dva
nta
ges.
P
ost
ph
oto
s fr
om
ind
ust
ry c
on
fere
nce
s, r
egio
nal
an
d s
tate
org
aniz
atio
n e
ven
ts, l
oca
l eve
nts
, etc
. Po
st in
terv
iew
s w
ith
mem
ber
s o
f st
aff, l
oca
l offi
cial
s, e
xisti
ng
ind
ust
ry
mem
ber
s, a
nd
oth
ers
wh
o w
ill g
ener
ate
con
ten
t th
at
off
ers
a la
rge
RO
I in
ter
ms
of
view
s an
d c
licks
Exte
rnal
,
Inte
rnal
Staff
Tim
e/
Bo
osti
ng
Bu
dge
t?
Up
dat
e th
e si
tes
wit
h n
ew p
ho
tos,
up
dat
ed c
on
tact
info
rmati
on
, an
d
con
ten
t
Follo
w a
nd
up
dat
e
the
FCED
C S
oci
al
Med
ia C
alen
dar
Mea
sure
like
s, c
om
men
ts, v
iew
s,
clic
ks, i
mp
ress
ion
s, F
aceb
oo
k ad
s
and
bo
ost
ed r
esu
lts,
re
twee
ts, e
tc.
wit
h a
nal
ytics
an
d in
clu
de
th
e
info
rmati
on
in t
he
Soci
al M
edia
Cal
end
ar
Rep
ort
eac
h m
on
th’s
an
alyti
cs t
o
the
FCED
C B
oar
d o
f D
irec
tors
24
Start
Date End Date Organization Event Location Type
Target
Sector Audience
Oc. 9, 2017 Oct. 11,
2017 AUSA AUSA Conference Washington, DC Marketing Defense Companies
Oct. 9, 2017 Oct. 9 , 2017 IAMC Fall IAMC Carolina VIP Dinner Richmond, VA Marketing Companies
Oct. 17,
2017
Oct. 18,
2018 NCEDA NCEDA Fall Conference Asheville, NC Marketing
Oct. 23,
2017
Oct. 23,
2017 EDPNC IPT VIP Dinner TBD Marketing
Dec. 4,
2017 Dec. 6, 2017 AD Consultants Forum St. Petersburg, FL Marketing Companies
Dec. 5,
2017 Dec. 6, 2017 NCSE Economix New Orleans, LA Marketing Consultants
Jan 23,
2018 Jan 24, 2018 NC Railroad Co. NC Railroad Rail Forum Raleigh, NC
Jan. 28,
2018
Jan. 30,
2018 IDEC IDEC Leadership Summit Las Vegas, NV Marketing
Feb. 6, 2018 Feb. 8, 2018 NCSE Site Consultant Mission Dallas, TX Marketing Consultants
Feb. 20,
2018 Feb 22, 2018 EDPNC
EDPNC Advisory Community
Outreach Dallas, TX
Mar. 19,
2018
Mar. 21,
2018 SSG SSG Annual Conference Cincinnati, Oh Marketing Site-selectors
Mar. 27,
2018
Mar. 28,
2018 NCSE AeroDef Long Beach, CA Marketing
Aerospace/
Defense Companies
Mar. 25,
2018
Mar. 27,
2018 IDEC IDEC Federal Forum Washington, DC Marketing
April 30,
2018 May 3, 2018 NCSE AUVSI Denver, CO Marketing
Aerospace/
Defense
May 7,
2018 May 7, 2018 EDPNC IAMC Spring Carolinas VIP Dinner Savannah, GA Marketing
May 15,
2018
May 17,
2018 EDPNC
EDPNC Advisory Community
Outreach New Jersey
June 20,
2018
June 22,
2018 EDPNC Select USA Event
25
Start
Date End Date Organization Event Location Type
Target
Sector Audience
June 24,
2018
June 26,
2018 IDEC IDEC Economic Future Forum Buffalo, NY Marketing
July TBD July TBD NCSE Industrial Broker Briefing Charlotte, NC Marketing Brokers
Aug. TBD Aug. TBD NCMBC North Defense and Economics
Development Trade Show TBD Marketing Defense Companies
Aug. TBD Aug. TBD NCMBC
Southeast Region Aerospace
Supplier & Advanced
Manufacturing Summit
TBD Marketing Aerospace/
Mfg Companies
Sept. 10,
2018
Sept. 15,
2018 EDPNC International Mfg. Tech Summit Chicago, IL Marketing Mfg.
Sept. 30,
2018 Oct. 3, 2018 IDEC IDEC Annual Conference Atlanta, GA Marketing
26
Start
Date End Date
Partner
Organization Event Location Type
Target
Sector Audience
27
Date Topic Type Press/Sites Audience Categories Boosted Analytics
10/8 Taste of Fayetteville Photo FB Internal Local Event No 309 Reached, 3
Engagements
10/9 AUSA Conference Photo FB Internal,
External Conference No
234 Reach, 6
Engage
10/10 Mfg Day Profile Article Web, FB, LI Internal Existing
Industry No
278 Reach, 2
Engage
10/19 ACLC Announcement Article Web, FB Internal New Industry $25 5,179 Reach, 79
Engage
10/20 K3 Signing Live Video FB Internal New Industry No 220 Reach, 12
Engage
10/20-21 Project EB Coverage Event/Videos FB Internal New Industry $25 1,980 Reach, 31
Engage
10/24 Tidewater Memorial Story/Photo FB. TW Internal Existing
Industry No
10/28 Did You Know? - Labor Photo FB, TW Internal,
External Labor Yes
11/2 Ellery Profile (Kohl’s Elite
Vendor Award) Blog/Photo Blog, FB, LI Internal
Existing
Industry Yes
11/3 NCSE Kayak Event Photo TW Internal,
External Partner Event No
11/6 NCSE Kayak Event Blog Blog, FB Internal,
External Partner Event No
11/11 Did You Know? - Location Photo FB, TW Internal,
External Logistics Yes
11/13 Interview with City/
County Official Blog Blog, FB, LI
Internal
External
Government
Partnership No
11/21 Innovation Center Profile Blog Blog, FB Internal Innovation
Center Yes
11/24 A Dickens Holiday Photos FB, TW Internal Community
Event No
12/4 Consultants Forum Photo Photo FB, TW, LI Internal,
External Conference No
28
Date Topic Type Press/Sites Audience Categories Boosted Analytics
12/6 Economix Photo Photo FB, TW, LI Internal,
External Conference No
12/11 Did You Know?
Education Photo FB TW
Internal,
External Education Yes
12/15 Local Business Spotlight
(w/ Cathy) Photo FB, TW
Internal,
External
Existing
Industry No
12/20 Did You Know? - Jobs/
Employment Photo FB, TW, LI
Internal,
External Labor Yes
12/29 Education Spotlight -
FTCC Photo FB Internal
Education,
Employment Yes
1/9 Site Readiness Profile Photos FB, LI Internal,
External Site Readiness Yes
1/15 Industry Follow-Up
(I&A) Blog Blog, FB, LI
Internal,
External New Industry No
1/23 Innovation Center/Small
Business Spotlight Blog Blog, FB, LI
Internal,
External
Innovation
Center Yes
1/30 Did You Know? - Health Photo FB, TW Internal,
External Health Yes
