Wednesday, November 30, 2011

Differentiate your Place

Differentiate your Place
Promote the warmth of your community

Anyone who knows me knows that I am crazy passionate about deeply understanding target audiences. Whether at a one-on-one meeting or an industry conference, I am the guy who shows up with a long list of questions. They also know that when developing a communications strategy, the Brand Acceleration team always begins with the audience and works backward, developing a message that we know will resonate. We don’t want to talk at them; we want to communicate with them.

Recently, I attended an economic development conference where there was a panel of site selection consultants who were there so that attendees could listen and learn about their selection processes. One of the site selectors commented that community web sites are beginning to look a lot alike, making the differentiation process somewhat challenging. I know the gentleman and invited him to coffee after the presentation. His comments intrigued me and I wanted to know more.

Once we had received our coffees, I asked him what he meant when he said economic development web sites are beginning to look alike. Here is what he told me:

“It’s not just about web sites, Jim. It’s everything. Everyone is so determined to give us (site selectors) all of their data that they often forget that their community is made up of people. Sure, I want to see the data, but I also need evidence that their town has a personality.”

Always ready with the next question, I asked him to elaborate on what he had said. “What do you mean by personality,” I asked. “How can we add more personality to a web site?”

“Again, it’s not just web sites,” he reminded me. “It’s everything. Let me tell you a story. My company was recently contracted by a mid-size firm to find a location for its second assembly plant and distribution center. The new location, when at full capacity, would employ just under a hundred people. Once a location was selected, a small team of middle managers, about six people, would move their families there.

We had done all of the preliminary work, reviewing workforce data, costs of doing business, available incentives and other key factors. With a short list of three communities in hand, a small contingent, including myself, the company president, their CFO and two of the middle managers, hit the road and visited each one. The first two site visits were very predictable. We saw the industrial park, spoke with a few employers, met the mayor and spent a few hours in the economic developer’s office, hearing about what a great place their town was.

The third place was quite different. The economic developer had orchestrated an amazing day for us, introducing us to the people of the community.

We started our day in their industrial park where they had placed string lines on an empty lot, allowing us to visualize our building there. What an effective idea. We then went next door and were introduced to Bob Harkness, the general manager of a plastics company which was about the same size as my client’s prospective plant. Not only did we spend time with this gentleman, asking questions about worker skills and work ethic, we were taken to their production floor and introduced to Angela Garcia, a young woman who had worked her way up to line supervisor in a short three year period. She told us her story, which included the usual glowing comments about her employer and her job. She also told us, in great detail, about how important the company is to the community and how having it there had changed the lives of her friends and family, including her daughter, Carla, who now dreams of being a plastics engineer.

Our next stop was at one of the middle schools. In fact, it’s the school that Carla Garcia, an eighth grader, attends. There, we saw the outstanding learning labs and met with Mrs. Williams, who has been teaching algebra there for more than thirty years. After teaching several generations of students, she has become something of a legend in town. Everyone, it seems, knows her, her husband and their entire family. She gives extra attention to preparing young people with visions of technical skills best suited for jobs in local industries. “I love these kids,” she told us, “I know their families and I want to see them raise their children here.”

We had coffee with the mayor and two other elected officials, followed by a tour of the town’s incubator, where we met a young entrepreneur and heard her story of start-up business ownership, family, community and business success.

After a short rest in our hotel rooms, we were walked two blocks down the street to a bustling pizza parlor, where we met owners, Rick and Abby De Luca. The place wasn’t fancy and it sure wasn’t the typical steak house site selectors are so often taken to. This place is an institution, of sorts. After more than forty years in business, the De Lucas have become as connected to a community as any business owners I’ve ever seen. They sponsor little league baseball teams, high school basketball, middle school choir and just about anything else you could imagine. The walls are lined with plaques and trophies in honor of their community involvement.

As we settled in and waited for our pizza and beer, Rick and Abby joined us at the table right near the front door. I’m convinced the economic developer set this up intentionally. The entire evening was a constant parade of people of all ages stopping by the table to say hello and to talk about this or that community activity. We barely spoke about business. We were the audience and the show was outstanding, as was the pizza.

On our walk back to the hotel, the economic developer, a natural born salesperson, asked each of the company representatives a simple question; “Can you see yourself and your family living here?” There was very little hesitation and the answers were unanimous. “Yes!” The decision was easy. At every stop along the way, the economic developer had put us into contact not only with business-related leaders; he had also brought us together with the heart and soul of the community; its people.”

“What a wonderful story,” I told my site selector friend, “but how can we communicate such a message via a web site or brochure?” “Your company gets it, Jim,” he said. “You guys probably do it better than anyone else. Web sites, brochures and other communications tools need to show how that community is different and that it has personality. We can’t convince people to uproot their families and move to a town just because it has a beautiful new City Hall or because some famous poet lived there a hundred years ago. I want to know why their town is a better place to live and do business than any other place. That can’t be done with a web site or brochure that looks just like everyone else’s. Community is as attitude, not just a cluster of roads and buildings. It’s a bond that people have with one another. When I look at a web site, Facebook page, video, or when I come to visit, I want to feel the warmth that makes the place different and desirable.”

How about you? Are you using your marketing communications tools to promote the warmth of your community? Do your tools convey the spirit that resides in the hearts of your citizens? If not, then maybe we should talk. I’d love to get acquainted and explore how we might give your community’s marketing the emotional boost it needs.

Now it’s your turn. If you have stories, opinions or experiences you’d like to share, leave your comment below. I’d love to hear from you.

Have a wonderful Christmas,

Jim Walton
CEO
Brand Acceleration, Inc.
Branding // Marketing Communications // Public Relations
Indianapolis, Indiana: 317.536.6255
Fax: 317.222.1425
Charlotte, North Carolina: 704.230.0394
Cell: 317.523.7380


Brand Acceleration is a full-service marketing communications, brand management and public relations firm with a focus on economic development, architecture, engineering and construction.

Monday, November 7, 2011

Good Economic News! 11-8-11

Good Economic News!  (11-8-11)


Here are just a few of the positive economic announcements that have come my way over the past two weeks.


Kermit USA, LLC, a manufacturer and distributor of roofing systems, will establish its U.S. headquarters in Muncie, Indiana, creating 70 new jobs. Congrats to economic developers Terry Murphy and Traci Lutton.


In Crisp County, Georgia, Chexar Networks, Inc., a provider of financial risk management services, will expand and create 500 new jobs.


The Doc Depot, Inc., a medical document retrieval service provider, will expand its operation in Barnwell County, South Carolina, creating 50 new jobs.


CTL Packaging USA, a maker of plastic packaging products, will locate its North American headquarters in Gaston County, North Carolina, creating 131 new jobs. Congratulations to Brand Acceleration client Gaston County Economic Development Commission.


Norfolk Southern Corporation, the railroad, has announced plans to hire 500 new employees in eight states.


In Isle of Wight, Virginia, Green Mountain Coffee Roasters, Inc. will establish a production and distribution facility and create 800 new jobs.


GE Aviation has broken ground on a new jet engine factory in Auburn, Alabama and is expected to hire 400 people.


In Wentzville, Missouri, General Motors Corporation will expand its workforce, adding 1,260 new jobs to accommodate the production of the new Chevrolet Colorado pick-up truck.


In Warrick County, Indiana, AFCO Racing Products, a manufacturer of parts for the auto racing industry, will expand its operation, creating 61 new jobs. Congrats to Brand Acceleration client Success Warrick County. Great job Larry and Matt.


In Montgomery County, North Carolina, fruit and vegetable processor Aseptia, Inc. will locate a manufacturing facility and hire 75 people.


Viacom, Inc., an entertainment industry company, will establish a new operation in Williamson County, Tennessee, creating 100 new jobs.


EAC Corporation, a supplier of metals, will expand its operation in Kokomo, Indiana, hiring 15 people. Congrats to Brand Acceleration client Greater Kokomo Economic Development Alliance.


Zurn Industries, a maker of plumbing products, has announced plans to expand in Sanford County, North Carolina, creating 38 new jobs.


Mullican Flooring, a maker of hardwood flooring, will relocate all manufacturing operations to Johnson City, Tennessee, creating 164 new jobs.


In Ripley County, Indiana, Concepts Industrial Asset Disposal, Inc., a buyer and seller of heavy industrial machinery, will expand and hire 25 new employees.

In Sequatchie County, Tennessee, MANN+HUMMEL USA, an equipment supplier to the automotive and mechanical engineering industries, will locate a new facility and hire 150 production workers.


Anacomp, a document and business process management company, will locate a new facility in Somerset, Kentucky, creating 200 new jobs.


Nephron Pharmaceuticals Corporation will locate a new operation in Lexington County, South Carolina, creating 707 new jobs.


In Jackson County, Indiana, automotive supplier Aisin Drivetrain, Inc. plans to expand and create 40 new jobs. Congrats to economic developer Jim Plump.


Home improvement retailer The Home Depot has announced plans to expand its online operation in Kennesaw, Georgia, creating 700 new jobs.


In Indianapolis, Indiana, mobile event and media producer LiTEBOX, Inc. will establish its headquarters and a production and manufacturing facility, creating 1,100 new jobs.


In Elizabethtown, Kentucky, Flex Films will open a new manufacturing plant, creating 250 new jobs.


Pharmavite, a vitamin and dietary supplement maker, has broken ground on its new manufacturing and distribution facility where it will create 280 new jobs.


In Hendricks County, Indiana, Nolan Security, a provider of private security services, will expand and create 300 new jobs. Congratulations to Brand Acceleration CLIENT Hendricks County Economic Development Partnership. Great job, Cinda!


Sasco Safety, a maker of highway safety products, will establish a new facility in Barnwell County, South Carolina, creating 25 new jobs.


In Tuscaloosa, Alabama, Brose Tuscaloosa, a maker of seat structures and door systems for the auto industry, will expand and create 80 new jobs.


In Ohio County, Indiana, a new 100-room hotel will be developed, creating 30 new jobs. Congrats to economic developer Lane Siekman.


In Clarendon County, South Carolina, Alucoil America Corporation, a maker of metal composite materials, will open a new facility, creating 18 new jobs.


Orthman Manufacturing Company, a maker of farm implements, will expand its operation in Lexington, Nebraska, creating 100 new jobs.


In Indiana, Verizon Wireless is planning to hire 60 new employees statewide.


In Richland County, South Carolina, Sensor Electronic Technology, Inc., a maker of ultraviolet LEDs, will expand and create 150 new jobs.


Jim Walton
CEO
Brand Acceleration, Inc.
Branding // Marketing Communications // Public Relations
Indianapolis, Indiana: 317.536.6255
Fax: 317.222.1425
Charlotte, North Carolina: 704.230.0394
Cell: 317.523.7380


Brand Acceleration is a full-service marketing communications, branding and public relations firm which focuses on economic development, architecture, engineering and construction.


















America was There

America was There
Remember our veterans and active military personnel
 
 
By Jim Walton
CEO, Brand Acceleration, Inc.

On Friday, we will once again observe a very important holiday in the United States. Veteran’s Day, for many, will be just another day on the calendar – another Friday. For me, it’s a special day of remembrance. Each year, on the eleventh day of the eleventh month, the United States honors our military veterans, special people who served, fought and died for our freedom and for the freedom of countless millions worldwide.

Throughout history, the world has seen dictators brutalize their own people and the people of other nations in order to expand their dreams of regional and global domination. While other nations have experienced brutal regimes such as Mao (40 million dead), Hitler (34 million dead), Stalin (20 million dead), Hussein (1 million+ dead) and Gaddhafi (thousands or more dead), the United States of America has been the shining light of freedom for more than 235 years.

In places like Germany, Korea, Vietnam, Afghanistan, Iraq and others, our service men and women have been there, willing to pay the price for freedom. Visions of the people of Paris and the liberation of Iraq are still vivid in the minds of many.

In times of trouble, we are the first to come forward with supplies, medical support, money and military support. As much as our enemies would love to position us as imperialists, we have never gone to war for the purpose of expansion.

What does this have to do with branding, you ask? Plenty. As a friend of freedom and a defender of the hurting and oppressed, the United States has become the global economic and military leader that every country desires to emulate. This is the brand reputation that each of us, as citizens of this great place, enjoys.

Many of our service members have returned home with serious physical and/or emotional injury. Unlike wars of the past, we have learned to do a much better job of helping our veterans and their families to recover from the ravages of war. I’m especially impressed with such organizations as the Wounded Warrior Project and the Children of Fallen Soldiers Relief Fund.

Whether you agree with such groups as Occupy Wall Street or the Tea Party, I believe we should be thankful that we live in a nation where we are free to openly express our opinions. The U.S. Constitution guarantees our freedom of speech, assuring varying points of view may be expressed.



In the 1982 photo shown above, Joseph Ambrose, an 86-year-old World War One veteran, holds the folded flag that covered the casket of his son who was killed in the Korean War. The expression on his face is so moving. It’s the same pride and pains expressed by so many whose loved ones have given so much for so many.

The images and memories of those men and women whom have served in times of war and peace are part of the indelible brand we know as America.

So, on this special day, please fly you American flag and say thank-you to a veteran or active service military personnel.

They do it all for you.
Jim Walton
CEO
Brand Acceleration, Inc.
Branding // Marketing Communications // Public Relations
Indianapolis, Indiana: 317.536.6255
Fax: 317.222.1425
Charlotte, North Carolina: 704.230.0394
Cell: 317.523.7380


Brand Acceleration is a full-service marketing communications, branding and public relations firm which focuses on economic development, architecture, engineering and construction.