Internal Marketing: Generating Community-
Wide Involvement
Questions We Will Answer
1. What are people in my community saying about economic development?
2. What are appropriate goals for internal marketing?
3. What audiences are most important?
4. What is the role of internal marketing in High Performing Organizations?
5. What are five internal marketing tactics you are likely doing now that you should keep doing?
6. What are five internal marketing tactics you are likely not doing now that you should start doing?
7. What are five things you should stop doing?
Download the slides, listen to the video, continue the dialogue
• Continue the Conversation: – Follow us on Twitter: www.twitter.com/AtlasAd– Tweet questions using hashtag #AskAtlas– Join Next Gen Economic Development Marketers LinkedIn
Group• View and share the slides with your colleagues
(available now): http://bit.ly/fQB6hC
What are people in your community saying about economic development?
How To Vote via TextingEXAMPLE
Poll Question: What percentage of your staff time are you spending on internal vs. external marketing?
What are appropriate goals for internal marketing?
Appropriate goals for internal marketing
Increased retention conversations
Increased investment Generalized support for ED
Positive company “buzz”
Support for specific community projects
Larger “sales team”
“Consulting” relationships with
companies
Increased entrepreneurial activity
Better partnerships with content providers and
What audiences are most important?
Board Members/Largest Employers: Chris Ciaccio
1. Largest board member2. Company planning an expansion3. One of the largest employers in
the Bradenton, FL Area
Vice President of Marketing and Sales– IMG Performance
What Chris needs and doesn’t needWhat Chris Needs
• Access to elected officials• Access to incentive programs• To feel like his company is
valued • Help marketing the area to
attract world class talent• To know he is making a
difference in the community• Projects to work on and own
What Chris Doesn’t Need
• Demographics about the area• A good website• Generalized economic news• Long meetings that drone on
Elected Officials: Mayor John Lewis
1. Entrepreneurial 2. Active in support of economic
development3. Built extensive digital
communications team within Town
Former executive at Apollo Group, University of Phoenix
What Mayor Lewis needs and doesn’t needWhat Mayor Lewis
Needs
• Oversight into the direction of economic development programs
• An active, measured approach to communications
• Full access to projects and deals
• To show a return on budgeted activities
What Mayor Lewis Doesn’t Need
• To execute outbound recruitment marketing himself
• To be targeted using your website
Community Partners: Mike Freeman
1. Former economic developer2. Runs largest incubator in Fort
Collins 3. Works with 75+ companies per
year
CEO at the Rocky Mountain Innosphere, an incubator/accelerator in Fort Collins, CO
What Mike Freeman needs and doesn’t needWhat Mike Needs
• Low cost financing for his space
• Access to partners (Such as Colorado State)
• Investment from City of Fort Collins
• To be aware of ED services for his customers (financing, EZ credits, etc)
What Mike Doesn’t Need
• To be a part of City meetings• To have to go through tons of
reporting red tape
General Business Leaders: Carl Byers
1. Venture Capitalist 2. Never been engaged in economic
development 3. Likely thinks he knows what
economic development is
Venture Partner at Fidelity Biosciences
What Carl needs and doesn’t needWhat Carl Needs
• To know how economic development is relevant to him
• To know when to contact an economic developer
• To understand the difference between EDO and tax collector
What Carl Doesn’t Need
• To be sold on Boston as a good location for biotech
What is the role of internal marketing in High Performing Organizations?
What “High Performance Economic Development” is• It is the first measurement of
the outcomes (Inquiries, jobs, capital investment) that EDO’s create on this scale.
• It proves the ways we make a difference, and in some cases, the ways we don’t.
• It can help drive your strategic and marketing planning using actual outcomes, instead of activities, using national benchmarks as your guide.
The Framework
• It establishes the RELEVANCE of what you and your organization does
• It EDUCATES your internal audiences about what you can do for them• It CONNECTS you and your organization in a timely manner• It ENABLES CONVERSATIONS that put you in a position to solve
problems for companies
Summary: How internal marketing serves your audiences
Poll question: What percentage of the people in your community who meet the profiles above know what you do?
What are five internal marketing tactics you are likely doing now that you should keep doing?
The public dashboard
The email newsletter
The board retreat
Active in market media relations
The Linked In group
What are five internal marketing tactics you are likely not doing that you should start doing?
CEO blog and public commentary
Developing industry champions that are not on staff, and making them accessible
The video briefing or webinar
The EDO as consulting services organization
Content marketing via Slideshare
What kinds of internal marketing should you stop doing?
Things to stop doing
1. Fewer “make an appearance” meetings
2. The printed newsletter/Fact book
3. The generalized “buy local” campaign
4. The “run my recruitment campaign locally” approach
5. Local projects that don’t meet your stated metrics goals
Recap
1. What are people in my community saying about economic development?
2. What are appropriate goals for internal marketing?
3. What audiences are most important?
4. What is the role of internal marketing in High Performing Organizations?
5. What are five internal marketing tactics you are likely doing now that you should keep doing?
6. What are five internal marketing tactics you are likely not doing now that you should start doing?
7. What are five things you should stop doing?
Contact Atlas
Contact information:
1128 Grant Street
Denver, CO 80203
Contact: Ben Wright
t: 303.292.3300 x 210
www.Atlas-Advertising.com
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