Good Economic News! 9/27/11

Good Economic News!

 Here are just a few of the positive economic announcements that have come my way in recent weeks:

Otis Elevator Company has announced plans to open a new manufacturing facility in Florence County, South Carolina, adding 360 new jobs.

In Watertown, South Dakota, OEM Worldwide, a maker of circuit board assemblies, will expand and add 150 new jobs.

In Brunswick, Georgia, GSI Commerce, an E-commerce company, will expand its operation and add 750 new jobs.

Florida Tile has opened its new headquarters in Lexington, Kentucky, adding 51 new jobs.

In Orland, Indiana, CTA Acoustics, Inc. will open a new facility, creating 140 new jobs.

Tire maker Bridgestone Americas has announced plans to open a new manufacturing facility in Aiken County, South Carolina, adding 850 new jobs. Congrats to economic developer Will Williams and the entire EDP team.

In Warrick County, Indiana, Leo Brown Group and TLC Management will open a new retirement community in the Warrick Wellness Trail heath and lifestyle district, creating 160 new jobs. Congratulations to Brand Acceleration client Success Warrick County. Great job Larry and Matt!

In Meriwether County, Georgia, auto parts supplier Mando Corporation will open a high-tech manufacturing operation and hire 426 employees.

Paint booth maker Global Finishing Solutions has announced plans to expand its operation in Osseo, Wisconsin, creating 110 new jobs.

Precision Medical Technologies, Inc., a medical device maker, will open a new facility in Rome City, Indiana and hire 60 new employees.

In Davenport, Iowa, auto industry supplier Alcoa will expand its rolled products plant and add 300 new jobs.

AT&T, Inc. is pledging to bring 5,000 call center jobs, presently based abroad, back to the United States if it is allowed to proceed with its acquisition of T-Mobile USA.

In Pickens County, South Carolina, KP Components will open a new CNC machining facility, generating 50 new jobs.

Vera Bradley, a maker of handbags, has announced plans to expand in northeast Indiana, creating 124 new jobs.

In Opelika, Alabama, Pharmavite, a maker of vitamins and supplements, will open a new facility and hire 280 new workers.

Thermo Fisher Scientific, a maker of ultra-low temperature freezers, will expand its operation in Asheville, North Carolina, adding 110 new jobs.

In Indianapolis, Indiana, Project Lead The Way will relocate its headquarters, creating 30 new jobs.

JR Automation Technologies LLC, a maker of automation equipment, plans to expand in Pickens County, South Carolina, adding 54 new jobs.

Microsoft Corporation has announced plans to expand its data center in Mecklenburg County, Virginia, creating 50 new jobs.

In Evansville, Indiana, wind turbine blade maker GBT USA, will open a new facility, creating 400 new jobs.

Building materials manufacturer GAF plans to open a manufacturing plant in Bulloch County, Georgia and hire 50 new employees.

In White Plains, New York, Orthonet Holdings, Inc., an orthopedic specialty benefit management firm, will expand and create 155 new jobs.

Borg Warner, a powertrain supplier, has announced plans to expand its facility in Water Valley, Mississippi, creating 70 new jobs.

In Simpson County, Kentucky, Premium Services LLC and Worldwide Technologies will add 50 new employees.

Telecommunications giant Time Warner will open a new facility in Tampa, Florida and hire 500 new employees.

In Redmond, Washington, software maker HCL will open a new facility and create 400 new jobs.

Wire maker Lake Copper Conductors LLC will expand its operation in Elkhart, Indiana, creating 23 new jobs.

Duraseal Pipe Coatings Company plans to move its operation to Missouri, creating 45 new jobs.

In Glasgow, Kentucky, Akebono Brake has announced plans to expand and add 224 new employees.

In Charleston County, South Carolina, TIGHITCO, Inc. will open a new manufacturing facility and hire 350 new employees.

Bishop Steering Technology, a steering gear designer for the auto and racing industries, will expand its operation and add 25 new employees.

Sasol, a maker of gas-to-liquid, or GTL, has selected Calcasieu Parish, Louisiana for a possible facility that could employ 850 people.

Horsehead Corporation, an environmental services provider, plans to open a new facility in Rutherford County, North Carolina, creating 250 new jobs.

KYB Manufacturing North America, Inc., a maker of auto parts, will relocate its headquarters and other parts of its operation to Franklin, Indiana, creating 50 new jobs.

TOTAL JOBS ANNOUNCEMENTS: 12,497

We receive numerous announcements each week that announce that several jobs have been “retained or created.” While retention is important, we will not use announcements that fail to define exactly how many jobs were retained and how many were created. We want specifics.

If you have jobs announcements, please send them my way.  jim@brandaccel.com

Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture, engineerinf and constrution.

Why Would Anyone Love Public Speaking?

Why Would Anyone Love Public Speaking?

Great presenters deliver much more than audiences expect

Having delivered hundreds of presentations, people often ask me, “Jim, when did you get started as a speaker?” I think it was 1986 and I was serving as the national membership chairman for a large trade association. At the organization’s annual meeting, I was required to step to the podium and deliver my year-end report to what appeared to be a huge audience. I was terrified! The idea that hundreds of people were focused on me had my heart racing and the papers in my hands shaking so much that I was certain they could hear them. Had I fainted, I’m sure my presentation would have been much more memorable than it really was.

I’ve heard that the people’s number one fear is public speaking. Number two is death. I expect then that the worst experience would then be delivering a eulogy at a well-attended funeral.

After that awful experience, I decided that I had to work on my public speaking, hoping not to go through such torture again. So, I read every book and article I could lay my hands on. I learned to research my audience, learning about who they are, what they do and what they expect from a speaker. If I could understand their expectations, I could work to fulfill them. Similarly, my company, Brand Acceleration, a marketing communications and public relations firm, works diligently to understand the customers and prospects of our clients in order to effectively communicate with them.

Next, I learned that the development of a solid message outline is crucial to adding structure to my presentations. You can’t just step up to the podium and start rambling. Just as letters, articles and reports follow an outline, so does a well-crafted presentation.

Is it all about ego?

Some believe that public speakers are nothing more than egomaniacal bloviators who just love to hear themselves speak. No doubt, ego is a natural part of the personality of a public speaker. For me, the act of presenting helps me to break through my otherwise shy and introverted shell. I’m sometimes more comfortable in front of an audience of hundreds than face-to-face with an audience of one. Maybe I do have a rather large ego, but I’m a marketer. That’s a natural part of my personality.

Know your subject!

In order to develop a great presentation, a speaker needs to have a deep understanding of his or her subject. Because my company specializes in economic development and AEC (architecture, engineering and construction), I have made a point to dig in and become an expert in marketing for these industries. My passion, and that of the rest of the Brand Acceleration team, is to be a respected resource to our clients. In order to deliver solid counsel I regularly visit with their clients, such as site selection consultants, real estate brokers, facility administrators and c-suite executives, seeking a deeper understanding of their expectations.

Deliver more than expected!

Just as my company strives to deliver more than clients expect, I work hard to deliver more than audiences expect. If, through my presentations, I can help someone to become a better marketer, manager or public servant, then I have achieved my personal goal. Of course, I do enjoy the benefit of being positioned as a brand expert in the economic development and AEC industries, potentially attracting business to my company.

So, if you’ve ever considered public speaking, whether your focus is on key notes, training or motivation, I’d suggest reading everything you can find on the topic and then getting started. Start out by offering your services to small groups, association meetings and anyone who will listen. With experience, your presentation will improve and your confidence will grow.

If you’d like to know more about my presentations, click here. And, if I can ever be of service, please feel free to contact me any time.

Jim Walton

CEO

jim@brandaccel.com

www.brandaccel.com  

Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.

Good Economic News 9-13-2011

Good Economic News!

Here are just a few of the positive economic announcements that have come my way in recent weeks:

In Floyd County, Georgia, home improvement store Lowe’s has broken ground for a new distribution center which will create 600 new jobs.

Sabre Manufacturing, LLC, a maker of steel tanks, plans to expand its operation in Knox, Indiana, creating 25 new jobs.

At the port of Madison Parish, Louisiana, barge maker St. John Enterprises, Inc. plans to invest in machinery and other upgrades and add 450 new jobs.

SwissTex America, a yarn extrusion company, has opened its North American headquarters in Dalton, Georgia, creating 15 new jobs.

Macy’s, the 800 store department store chain, has announced plans to hire 3,500 new employees.

In Rogersville, Missouri, Mid-Am Metal Forming, a company specializing in metals for the architecture, aerospace and marine industries, has announced plans to expand its facility, creating 20 new jobs.

Fiberspar Corporation, a supplier of spoolable composite reinforced pipelines, has announced plans to expand its operation in Utah, creating 276 new jobs.

In Baldwin, Tennessee, CLARCOR, Inc., a supplier of heavy-duty engine filters, plans to expand and create 70 new jobs.

In Florence, Kentucky, ZF Steering Systems has completed its expansion and created 374 new jobs.

Innovative Composites International, a maker of advanced materials, has announced plans to establish a new production facility in Orangeburg County, South Carolina, creating 300 new jobs.

In Sioux Center, Iowa, Boehringer Ingelheim Vetmedica, Inc. (BIVI), has opened a new vaccine facility, creating 76 new jobs.

Afiliated Computer Services (ACS) a provider of business process and IT services, plans to hire 2,960 people in Kentucky, North Carolina, Utah, Texas, Colorado and Maine.

In Indianapolis, Indiana, Royal United Mortgage, LLC, will expand and add 140 new jobs.

Fareva, a provider of products to several industries, plans to acquire a manufacturing facility in Henrico County, Virginia, adding 90 new jobs.

UnderCover, a manufacturer of ABS composite truck bed covers, has announced plans to expand and add 30 new jobs in Rogersville, Missouri.

Kings Plush, Inc., a maker of residential upholstery fabrics, plans to expand and add 62 employees at its facility in Cleveland County, North Carolina. Congrats to Kristin Fletcher, EVP Economic Development at the Cleveland County Chamber of Commerce.

In Clark County, Indiana, Idemitsu Lublicants America Corporation, a maker of automotive and industrial lubricants, will expand its operation and add 23 new jobs.

In Uniontown, Kentucky, Union County Livestock, a provider of meats and supplies, plans to expand and create 25 new jobs.

Card Compliant, a regulatory and compliance service company, plans to open a new facility in Kansas City, Missouri, creating 16 new jobs.

Laurens County, South Carolina, The ZF Group, a supplier to the automotive industry, has announced plans to expand and create 300 new jobs.

In Auburn, Alabama, automotive parts manufacturer Seung Chang Airtech, Inc. has expanded and moved into a facility where it has added 200 new jobs.

US Airways Group, Inc. has announced plans to add 200 new employees at its Winston-Salem, North Carolina reservations center. It previously announced the addition of 500 jobs between the same facility and one in Phoenix, Arizona.

In LaGrange, Indiana, CruiserRV, a recreational vehicle company, will expand its operation and create 200 new jobs.

In Berea, Kentucky, Hitachi Automotive Systems has announced plans to establish a new manufacturing facility, adding 130 new employees.

NEM USA, a provider of heat recovery steam generators and industrial and utility boilers, will establish a facility in Greenville County, South Carolina, adding 40 new employees.

In Hermiston, Ohio, Shearer’s Foods, a snack-food maker, plans to expand its facility and add 100 new employees.

113 year-old Stant Corporation, a maker of engineered management and other products, will expand and add 59 new jobs.

Sullair Corporation, a maker of air compressors and other air equipment, will add 133 new employees at its headquarters in LaPorte County, Indiana.

Michigan Ladder Company, a 110 year-old maker of ladders, plans to move the manufacture of its products from foreign providers to its facility in Ypsilanti, Michigan, creating 10 new jobs.

In Marlboro County, South Carolina, venture capital firm 5-STAR USA, will establish its new headquarters and create 1,000 new jobs.

WestCorp, a provider of communications services, plans to hire more than 150 new employees at its call center in Tulsa, Oklahoma.

In Allen County, Indiana, music case maker Gator Cases, Inc. has announced plans to expand and hire 25 people.

P&G Manufacturing, a maker of air filtration products, plans to open a facility in Beaufort County, North Carolina, adding 32 new jobs.

In Brentwood, Tennessee, healthcare provider Windsor Health Plan plans to add 200 new employees.

TOTAL JOBS ANNOUNCEMENTS: 12,311

We receive numerous announcements each week that announce that several jobs have been “retained or created.” While retention is important, we will not use announcements that fail to define exactly how many jobs were retained and how many were created. We want specifics.

If you have jobs announcements, please send them my way.  jim@brandaccel.com

Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.

Media Buying:101

Media Buying: 101
A beginner’s guide to getting more bang for your media buck

 Having been in the advertising business for many years, I have often been asked, “Which media works?” My answer is always the same, “It all works, but it’s important to have goals and realistic expectations.” At a recent conference, a media friend told me that many of his clients really don’t understand how to compare and buy media. Knowing that I have a long history in the media business, he suggested I write this article. While media buying is a complex science, I agreed that an introduction to media buying could be very helpful.

Have a realistic goal

So often, a novice advertiser will run an ad and then sit back and wait for the phone to ring. Then, when it doesn’t, they proclaim that the magazine failed. Really? First of all, it may have been unrealistic to expect calls if the selected publication was wrong or if the ad was poorly produced. Unless an ad has a very compelling offer coupled with an urgent call to action, it may not generate an immediate response. Ads often do a better job of brand building, growing awareness that may pay off at some time in the future.

With any media, it is most important to be sure the media’s audience matches your target. For example, an economic developer might ask what percentage of a magazine’s recipients are site selection consultants and real estate professionals versus other economic developers.

Print Advertising

Like all media, the print advertising industry is loaded with confusing terminology. A good starting point would be to request a media kit, including a publisher’s statement and audit report. These common documents provide valuable details about circulation and readership. Circulation is the number of printed copies that are actually distributed. Ideally, the publication has paid or requested circulation as opposed to free, unrequested circulation. Readership takes into account the number of people who read each copy. For example, if 10,000 copies are mail and the publication claims to have 2.5 readers per copy, they will claim 25,000 readers. If the publication is unable to document its readership, then the only basis for comparison is the circulation.

Another important piece of the media kit is the editorial calendar. Each year, credible publications will issue a calendar showing each edition’s editorial focus. By matching your target industry to matching articles, you are more likely to plant your ad in fertile ground where the audience will be receptive to your message. For example, if your engineering firm is interested in reaching higher education professionals, an article about higher ed building trends would be a great fit.

To compare ad rates, use the cost-per-thousand or CPM method. Divide the total cost for the ad space by the “thousands” of circulation. An ad costing $5,000 which circulates to 30,000 people has a CPM of $166.66. Using this formula to compare each publication being considered provides an apples-to-apples comparison.

Broadcast Media

Broadcast advertising is a great way to reach large audiences and build strong brand awareness. As confusing as print can be, broadcast can be even more mysterious. First, you need to have a pretty good sense that your ad will be seen or heard by your target audience. Airing ads on a station just because you like it is a big mistake. You are not the audience. If your target audience is affluent professional men and women between the ages of 35 and 54, it would be wise to consider stations with programming that appeals to them. News reports, business segments and talk radio would be better than a station carrying music for teenagers. It’s also important to see the station’s coverage map. If your target area is a ten-county metropolitan area, a station with a weak signal that barely reaches the city limits would be a bad investment.

Working with a station representative, I’d suggest giving him or her an outline of your target audience and asking for a list of the top ten ranked stations that reach that audience. Keep in mind that you may not be able to afford the top ranked station. Then, ask for a proposal that will give a strong reach (% or your target audience exposed to your ad) and frequency (number of times your target audience is exposed to your ad). Good media reps will help you make comparisons between stations. A fare comparison is the cost-per-point (the cost to reach the same number of people within your target). You can’t just compare the rate card cost of an ad, though. An $8 ad on one station may not be much of a bargain if another station will reach five times the target audience for $25 per ad. Since broadcast advertising needs time to build an audience, you should always buy several ads per week over a period of several weeks.

Media Combinations

At Brand Acceleration, we strongly prefer using strategic combinations of media and other tactics. Print + Radio + E-mail marketing, for example, is very powerful. Together, they can grow awareness and effectively drive audiences to visit your web site. Cha-ching! Our media planning team knows how to strategically use such combinations that are impactful and efficient.

Quality Ads are Crucial
Great ads do much more that tell, tell, tell. Expert writers and designers know just how to craft ads that are not just beautiful but command attention and encourage the audience to respond.

I hope this information has helped you to have a better understanding of the media planning and buying process. If we can ever be of assistance to your company of community, I please give me a call. We’ll take the complex and develop a powerful and understandable plan that will help you reach you business goals.

Jim Walton

CEO

jim@brandaccel.com

www.brandaccel.com  

Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture, engineering and construction.