a division of MCS Advertising You’ve Set Up a TIF District. Now What? Using Digital Marketing Solutions to Get Developers’ Attention Kara Garten account director
“If you build it, they will come…” they “Field of Dreams,” Universal Studios, 1989
“If you build it, they will come…” …not necessarily
What Are You Doing to Market Your Community?
Large or Small, Urban or Rural, Communities Face Similar Challenges How do How can we attract new we promote businesses that will help ourselves to stimulate our economy, prospective enhance the lives of our developers residents, and expand and builders? our tax base? How do we reach How do we get out to prospects — the word out about locally, nationally, our TIF districts and and globally — in a other benefits of cost-efficient way? doing business in our city?
The Marketing (R)Evolution Apps/Push Notifications Group Texting Social DM Voice Marketing Voice Marketing Mobile Email Mobile Email SMS & MMS SMS & MMS IM IM IM IM Email Email Email Email Events Events Events Events Events Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail Telephone Telephone Telephone Telephone Telephone < 1990 1990s 1999 2000s 2014 > TV TV TV TV TV Radio Radio Radio Radio Radio Print Print Print Print Print Display Display Display Display Display Cable TV Cable TV Cable TV Cable TV Website Website Website Website Search Search Search Search Online Online Display Online Display Online Display Display Paid Search Paid Search Paid Search Landing Pages Landing Pages Landing Pages Microsites Microsites Microsites Online Video Online Video Online Video Affiliate Marketing Affiliate Marketing Affiliate Marketing Webinars Webinars Blogs/RSS Blogs/RSS Podcasts Podcasts Contextual Contextual Wikis Wikis Social Networks Social Networks Mobile Web Mobile Web Behavioral Social Media & Abs Virtual Worlds Widgets Twitter Mobile Apps Geolocation
The Marketing (R)Evolution Apps/Push Notifications Group Texting Social DM Voice Marketing Voice Marketing Mobile Email Mobile Email SMS & MMS SMS & MMS IM IM IM IM Email Email Email Email Events Events Events Events Events Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail 26 years and Telephone Telephone Telephone Telephone Telephone < 1990 1990s 1999 2000s 2014 > 38 methods later… TV TV TV TV TV Radio Radio Radio Radio Radio Print Print Print Print Print Display Display Display Display Display Cable TV Cable TV Cable TV Cable TV Website Website Website Website Search Search Search Search Online Online Display Online Display Online Display Display Paid Search Paid Search …what worked in the Paid Search Landing Pages Landing Pages Landing Pages Microsites Microsites Microsites Online Video Online Video ‘90s is not the same as Online Video Affiliate Marketing Affiliate Marketing Affiliate Marketing Webinars Webinars Blogs/RSS Blogs/RSS what works today Podcasts Podcasts Contextual Contextual Wikis Wikis Social Networks Social Networks Mobile Web Mobile Web Behavioral Social Media & Abs Virtual Worlds Widgets Twitter Mobile Apps Geolocation
What Has Not Changed To make a difference, we have to serve companies and people directly.
What Has Not Changed To make a difference, The way we start we have to serve conversations companies and has changed forever. people directly.
Economic Development Moves Offline to Online • Brochures • Websites • Trade Shows • E-mail • Telemarketing • E-books • Info Packets • Videos
Leveraging the Internet for Economic Development “With the growth of the Internet as a site selection tool, today’s prospects often conduct the early stages of a search without contacting the communities they are considering . While that makes the process more efficient for both site seekers and economic development organizations, it also means that communities with lower quality web offerings may be missing opportunities without even realizing it .” — Steve Stackhouse, Area Development
The Internet Can (and Should) Be Used to Help: • Hone your target audience … Identify Prospects • Market your community’s assets … Promote & Educate • Identify who’s taken an interest in your community … Pursue Leads • Facilitate introductions and Engage & initiate a conversation … Communicate
Marketing Essentials • Enhanced Website Design & Content • Email Marketing • Site Selector Outreach • Prospect Development • Marketing Materials Updated in Real Time • Social Media
Using Digital Marketing Solutions to Get Developers’ Attention Economic Development Email Marketing Websites Campaigns Data Analytics
Using Digital Marketing Solutions to Get Developers’ Attention Economic Development Websites
Create a Dedicated Economic Development Website Personalized, informative, and visually appealing
Most Important Features of an Economic Development Website • Available Properties (sites & buildings) • Business Incentives • Data • Clear Contact Details
Most Important Features of an Economic Development Website > Available Properties (sites & buildings) • Business Incentives • Data • Clear Contact Details
Available Properties
Available Properties • Map Location • Parcel Size – acreage, square footage • Building Details – square feet, # floors, building material, parking, etc. • Utilities – electricity, natural gas, water/sewage, broadband/fiber optics, etc. • Transportation & Infrastructure – highway, rail, water, air, public transit, etc. • Neighboring Businesses • Zoning – commercial, manufacturing, residential, etc. • Incentives – TIF, EZ, FTZ, fee waivers, tax abatements, façade programs, etc. • Photos! Photos! Photos!
Most Important Features of an Economic Development Website • Available Properties (sites & buildings) > Business Incentives • Data • Clear Contact Details
Business Incentives • Tax Increment Financing (TIF) Benefits • Enterprise Zones • Foreign Trade Zones • Historical Districts • Façade Improvement Programs • Fee Waivers • Utility Discounts • Tax Abatements • Grants • Financing Programs
Business Incentives Don’t forget about statewide incentives Illinois: www.illinois.gov/dceo/ExpandRelocate/Incentives • Economic Development for a Growing Economy (EDGE) • State Revolving Fund (SRF) • Illinois Film Production Services Tax Credit • Illinois Historic Preservation Tax Credit • Healthcare 501(c)(3) Equipment Finance Program • Capital Opportunity Bond (COB) • Working Capital Guarantee Program • Capital Access Program (CAP) • Industrial Development Revenue Bond Program • Grant Programs
Most Important Features of an Economic Development Website • Available Properties (sites & buildings) • Business Incentives > Data • Clear Contact Details
Data • Population • Demographics / Socioeconomic Data • Workforce / Labor Statistics • Income / Wages • Education • Traffic Counts • Tax Rates • Housing Costs • Economic Activity / Expenditures
Data Create a reference document (“RFI Cheat Sheet”) , and/or set up detailed bookmarks in your web browser ESRI Business Analyst Online ($50/report) – Free Trial – www.esri.com/software/BAO Send me an email to get a copy of my cheat sheet kgarten@developmentdelivered.com
Most Important Features of an Economic Development Website • Available Properties (sites & buildings) • Business Incentives • Data > Clear Contact Details
Clear Contact Details
Other Information • Community History / Culture / Lifestyle • Community Facilities (schools, parks & rec, banks, healthcare facilities, entertainment) • Major Retailers • Hotels & Conference Facilities • Government Services
Other Information Marketing Magazines – Print & Digital –
Using Digital Marketing Solutions to Get Developers’ Attention Economic Development Websites Data Analytics
Data Analytics Optimizing prospect development and lead generation Your impact can be tracked and measured. You can’t manage what you can’t measure.
Website Data Analytics The Internet provides some of the richest data available Detailed reports inform you: • How many people have visited your website each day, week, month, and over the lifespan of your site • How many people are unique vs. return visitors • How much time a visitor spent on your site, and which page(s) were accessed • How many total times a specific page(s) on your site has been accessed • Which web pages are the most popular by number of visits • Which web pages are the most popular by duration of visits
Website Data Analytics Know how your site is performing
Website Data Analytics Know how your site is performing
Website Data Analytics The Power of Lead Generation Software Only 2% of website visitors will actually make contact with you. That means 98% of people are coming to your site, looking around, and leaving.
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