Wednesday, July 31, 2013

What if a Site Selector Built Your Economic Development Web Site?

What if a Site Selector Built Your Economic Development Web Site?
We’ve invited them to the table

Creating a new web site is one of the most important things an economic developer needs to do. It serves as a window into the world of his or her community, providing crucial information to the people who might consider bringing a jobs project to town. A look at your web site is often the very first step taken by a site selection consultant or other prospect. The challenge is knowing exactly what he or she expects of your site.

“What do we want to say?
This is undoubtedly the most commonly asked question at a meeting where the topic of discussion is a new economic development web site. It could also be one of the biggest mistakes. The real question is “What does the visitor want to see?”

Sitting on the inside of your community, it’s easy to see all of the things you love and hold dear; the statue of the Civil War soldier with the long gray beard, your beautiful new city hall, and don’t forget the old covered bridge just outside of town. They’re all beautiful….to you, but you’re not the audience. Will showing those things on your economic development web site help attract investment and jobs? No. Has a c-suite executive ever told an economic developer “I chose to invest in your community because I love the covered bridge?” Again, no.

An outsider’s eyes
Have you ever wondered what it would be like to have a site selector or c-suite exec sit right beside you while you make photo selections, write copy, or choose design concepts? So have we, and here’s what we did.

When I started Brand Acceleration, I decided that we would dig deep into the economic development industry from the audience’s perspective. The audiences being real estate brokers, site selectors, c-suite executives, existing industry managers, entrepreneurs, trailing spouses, and others. I wanted our staff to understand these people better than anyone in the industry, even our clients. So deep that working with us would be like having these people right at the table when making important decisions.

Digging deep
It’s not enough, in my opinion, to know which pages need to be on a web site. We wanted to know which were most and least important, so we asked. We surveyed audiences, 278 of them, offering a list of 18 potential web pages, and asked them to rank them from most to least important. Number one was the Sites and Buildings page. They want to see your inventory. No inventory? You’re off the list. Next, they want to see economic and workforce data. This is where they quickly judge the potential of your area and workers. It was because of this that we developed our Economic Dashboard, a dynamic source of critical information that the economic developer never has to manage or maintain.

Want to know where Quality of Life ranked. Number 14! Once you make short list status, however, it jumps quickly to the upper tier. If the trailing spouse doesn’t see what he or she wants, you may be off the list. “I refuse to live in that ugly place!” And, no, she’s not coming there because she loves the statue. We’ve done extensive research to find out what a trailing spouse expects to see on the QOL page.

Digging even deeper
Along with our recent survey, we make it a point to have regular discussions with these demanding professionals, asking endless questions about what they expect of web sites, e-mailers, videos, online ads, etc. Topics include, but are in no way limited to, copy length, bullets versus copy blocks, data expectations, best ways to present properties, best use of photography, their use of mobile devices, map design, colors (especially if targeting Asian markets), and much, much more. It’s a never-ending research project and we’re not stopping.

Imagine having a site selector at your side, selecting photographs, picking a logo design, and proofreading copy. Our goal is to provide counsel that is so deep that it has the same effect. That’s one of the many reasons we established the Brand Acceleration Board of Advisors. Comprised of recognized industry experts, this group helps our team with answers to burning questions about such topics as site selection, regionalism, workforce development, business retention and expansion, YAP (Young Adult Professionals) groups, and the entire myriad of industry topics. They help us grow, develop, and better serve our clients and the economic development industry. They’re great!

Have an opinion on this subject? Want to share a story? I’d love to hear from you. Feel free to share your thoughts and personal experiences below.

Have a great week and I’ll see you soon,

Jim Walton
CEO
Brand Acceleration, Inc.
Branding // Marketing Communications // Public Relations
Indianapolis: 317.536.6255
Charlotte: 704:230:0394
Atlanta: 404.474.7980
Fax: 317.222.1425
Cell: 317.523.7380


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

 

Good News 8-6-2013

Good Economic News


Here are just a few of the recent jobs announcements that have crossed my desk in recent weeks.
Tognum America, Inc., a propulsion and power systems firm, will expand its operation in Aiken County, South Carolina, creating 10 jobs. Congrats to Brand Acceleration client, Will Williams with the Economic Development Partnership of Aiken and Edgefield Counties.
In Indianapolis, Indiana, automotive supplier reflex and Allen Group will locate a new operation and hire 97 people.
In Liberty, Missouri, identification products maker Holland 1916 will expand and create 62 jobs.
In Whitley County, Indiana, trailer maker Novae Corporation will expand and add 20 employees.
Gordon Food Service, a distributor of food products, will open a new distribution center in Pittsburgh, Pennsylvania, creating 166 jobs.

Personal care products maker Method will open a new facility in Chicago, Illinois, creating 100 jobs.

Tucker Auto-Mation, a maker of automatic doors, will expand in Pittsburgh, Pennsylvania, creating 25 jobs.
Infinitus Energy, a waste recovery service provider, will build a new facility in Montgomery County, Alabama, creating 110 jobs.

In Hart County, Georgia, Field Service Engineering will open a new headquarters, creating 80 jobs.
In Durham County, North Carolina, agribusiness company Syngenta will expand and add 150 jobs.

In Lake Park, Iowa, Iowa Die Casting will expand and add 18 employees.

Tecumseh Products Company, a maker of refrigeration and air conditioning products, will expand in Verona, Mississippi, creating 150 jobs.
In Lehigh County, Pennsylvania, The Coca-Cola Company will expand and hire 28 people.

FCX Performance, a provider of process control products, will expand in Columbus, Ohio, creating 19 jobs.
In Laurens County, South Carolina, ZF Transmissions will expand and create 450 jobs.

In Chicago, Illinois, pharmacy benefit manager Catamaran Corporation will establish an innovation center and create 50 jobs.

MultiTech Industries, a metal fabrication company, will establish an operation in Franklin, Kentucky, creating 40 jobs.

Standard Textile will expand its operation in Union County, South Carolina, creating 15 jobs.
Wright Foods, a food processing company, will expand its operation in Montgomery County, North Carolina, adding 505 employees.

In Orlando, Florida, Golf Channel will expand and hire 75 people.

In Jeffersonville, Indiana, Jeffboat, LLC will expand and add 100 employees.
CalStar, a maker of building products, will locate a manufacturing facility in Columbus, Mississippi, creating 58 jobs.

In Beaver County, Pennsylvania, window and door maker VEKA, Inc. will expand and hire 38 people.
Online retailer Amazon will expand and add more than 5,000 employees companywide.

In Indianapolis, Indiana, information technology company Allegient LLC will expand and add 36 employees.
DLS Retreading will locate a new operation in Lancaster County, South Carolina, creating 53 jobs.

In Allen County, Kansas, oilfield products maker Catalyst Artificial Lift LLC will expand and create 98 jobs.
In Princeton, Indiana, auto maker Toyota will increase production and hire 200 workers.

In Lenoir and Iredell Counties, North Carolina, food packaging company Pactiv, LLC will expand and hire 77 workers.
Atomized Products Group, Inc., a provider of metal powders, will establish a new operation in Chesapeake, Virginia and hire 26 people.

In LaPorte County, Indiana, instrumentation maker Dwyer Instruments, Inc. will expand and create 50 jobs.
BID Group, a maker of forestry products, will establish a new operation in Dorchester County, South Carolina, creating 40 jobs.

IBC North America and Clean Tide Container, makers of bulk containers, will open a facility in Chillicothe, Missouri, creating 87 jobs.
In Decatur County, Indiana, Delta Faucet Company will expand and add 160 employees.

Total Jobs Announcements: 8,193

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
Atlanta, Georgia: 404.474.7980
Cell: 317.523.7380


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

 

 

 

 

 

Monday, July 15, 2013

Good Economic News 7-16-2013

Good Economic News

Here are just a few of the recent jobs announcements that have crossed my desk in recent weeks.
Danisco US Inc., a maker of enzyme products, will expand its operation in Cedar Rapids, Iowa, creating 11 jobs.
GE Aviation, a maker of jet engines, will expand in four locations in North Carolina, creating 240 jobs.
In Tillamook, Oregon, Pelican Brewing will expand and add 20 employees.
Weber Automotive, a maker of auto parts, will open a new facility in Charleston County, South Carolina, creating 84 jobs.
In Loudoun, Virginia, data center operator Digital Realty Trust, Inc. will expand and add 50 employees.
In Wake County, North Carolina, software application company DB Global will expand and create 431 jobs.
MediRevv, a healthcare revenue cycle management company, will expand in Coralville, Iowa, creating 56 jobs.
In Kane County, Illinois, Butterball, LLC, a producer of turkey products, will expand and add 75 employees.
In Pulaski, Tennessee, Integrity Tool & Mold will expand and add 45 employees.
Oil and gas company Chevron will expand its operation in Houston, Texas, creating 1,752 jobs.
In Hamilton County, Indiana, wellness services provider American Specialty Health will open its new headquarters and employ 300.
Search engine Yahoo! Will expand in La Vista, Nebraska, adding 100 employees.
In Selmer, Tennessee, United Stainless, Inc. will expand and add 25 employees.
In Harnett County, North Carolina, furniture maker Rooms To Go will open a new facility and create 220 jobs.
Northern Iowa Die Cast, a maker of zinc die cast products, will expand its operation in Lake Park, Iowa, creating 18 jobs.
In Jeffersonville, Indiana, pharmacy benefit management company Catamaran Corporation will open a new facility and hire 205 people.
Tutco, Inc., a maker of heating elements, will expand in Arden, North Carolina, adding 90 employees.
Mazuma Credit Union will build a new headquarters in Overland Park, Kansas and hire 147 people.
In Scott County, Virginia, bedding maker Tempur Sealy International will expand and add 42 employees.
Design Mill, Inc., a software developer, will open a new office in Dubuque, Iowa, creating 16 jobs.
Tractor maker Southeast Mahindra USA will open a new assembly plant in Chattanooga, Tennessee, creating 55 jobs.
In Dorchester County, South Carolina, boat maker Sportsman Boats will expand and hire 50 people.
In Okeechobee, Florida, Charles Composites, a supplier to utility providers, will open a new facility and add 28 workers.
In Emery County, Utah, Emery Refining will build a crude refining facility and hire 125 people.
Helena Industries, Inc., a maker of chemical products, will expand in Des Moines, Iowa, adding 3 employees.
Ottenweller Company, a steel fabrication company, will expand its Surry County, North Carolina operation and hire 20 people.
In Smyrna, Tennessee, food products maker Taylor Farms will expand and hire 170 people.
Novamelt Americas, a maker of adhesives, will expand in Randolph County, North Carolina, creating 10 jobs.
Precision Tank and Equipment Company, a maker of agricultural tanks, will open a facility in Humboldt, Iowa, creating 14 jobs.
Mortgage lender Caliber Funding will open a new facility in Florence County, South Carolina, creating 100 jobs.
In Pittsburgh, Pennsylvania, Physicians Immediate Care, LLC will open a payment services operation and hire 50 people.
In Hopkinsville, Kentucky, auto supplier Riken Elastomers Corporation will expand and hire 6 people.
3D Parts Manufacturing, LLC, a maker of plastic and metal parts, will open a new facility in Indianapolis, Indiana, creating 65 jobs.
Auto supplier Donghee American will open a new facility in Auburn, Alabama, creating 80 jobs.
Ground Effects, LLC, a maker of auto products, will open a facility in Allen County, Indiana, creating 160 jobs.
In Berks County, Pennsylvania, Prizer-Painter Stove Works, Inc., a maker of cooking ranges, will expand and hire 29 people.
In Morristown, Tennessee, Oddello Industries, LLC, a manufacturer serving the furniture industry, will expand and create 228 jobs.
Software maker Microsoft, Inc. will expand in West Des Moines, Iowa, creating 29 jobs.
J&T Distributing, a supplier to the firearm industry, will expand in Winchester, Kentucky, creating 15 jobs.
General Dynamics Information Technology will open support facilities in London and Winchester, Kentucky, adding 1,300 employees.
Dry miller Iowa Corn Processors will expand in Glidden, Iowa, creating 2 jobs.
Solar Innovations, Inc., a maker of glazed products, will expand in Schuykill, Pennsylvania, adding 18 jobs.
In Romulus, Michigan, ZYNP International, a maker of auto parts, will expand and hire 51 people.
CalStar, a maker of building products, will locate a new operation in Columbus, Mississippi, creating 17 jobs.
Nyhart, a benefits firm, will expand its operation in Indianapolis, Indiana, adding 25 employees.
In Versailles, Kentucky, distiller Brown-Forman will expand and add 15 employees.
 
Total Jobs Announcements: 6,592.
 
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
Atlanta, Georgia: 404.474.7980
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.
 
 
 
 
 

The Community Branding Debate Continues

The Community Branding Debate Continues
Just what is an economic developer to do?

It seems that on every social media discussion these days, there is an article about community branding. What is a brand? Is it worth investing in a branding effort? What is the return on investment?

Back in the days of open-range cattle grazing, it was essential for ranchers brand their cattle with a hot iron in order to identify their cattle during a roundup where many ranches were represented. Over the years, and through care and meticulous breeding, some of the ranches established reputations for producing the best beef cattle. Buyers knew that certain ranches (brands) produced better steaks than others.

Just as beef cattle buyers knew one brand from another, they also knew that cattle without a brand were questionable. They had no idea who the real owner was or the quality of the beef they were buying. As a result, it was difficult to sell an unmarked steer. Non-branded steers brought a much lower price at auction.

What is a brand?
Even in the early days of cattle branding, it was common knowledge that the brand was much more than a mark on the hide of a steer; it carried with it the promise of the rancher and the trust of the buyer. It represented a sense of quality and dependability. Some brands were known for their outstanding attributes while others carried a stigma of poor quality. As you can see, your logo, or mark, is not your brand, but a visual reminder of the promise that comes with it.

Why all the discussion about community branding?
I often get calls from economic developers wanting “a new brand.” While I know they are usually talking about a new logo, I have to be mindful of the fact that a new logo has to be the visual representative of the community’s reputation (brand), which already exists. Our job, as marketing communications professionals, is to discover the true meaning behind a community’s brand and then craft images and messages that will effectively communicate a positive and believable message.

Lately, there has been considerable discussion in the economic development industry about the practice of brand development or “rebranding”, a term I seriously dislike. Just as altering the mark on the back side of a scrawny steer won’t turn it into a prime beef steer, a new logo or slogan on a community web site won’t make it a desirable place to do business or raise a family. One of my former employers said it best when he’d say “You can’t shine sh*t.” A dysfunctional community with crumbling streets and lousy schools cannot be fixed with the simple application of a shiny new logo. Site selectors are smart professionals who will see right through such bull (pun intended).

Brand discovery
The first, and probably most important, step toward a successful branding effort is to find out what your brand presently represents. I’m not talking about what you and everyone else in town thinks. I’m talking about what outsiders think, as well. If site selectors, real estate professionals, and c-suite executives disagree with what you and your local constituents believe, then your messaging effort is doomed to fail.

By collecting the opinions of outsiders, you might find that your community’s reputation (brand) is completely different than you thought. For example, someone from New York City might believe that the entire State of Illinois is just like Chicago, just as he or she might assume that everyone in Florida lives by the beach, sipping orange juice. It’s also entirely possible that your community is completely unknown to outsiders, meaning it has no brand at all. This could be good or bad, depending on how you look at it.

Rolling the dice on a new brand
A few years ago, Las Vegas, Nevada, known for gaming, show girls, and a long history of organized crime, attempted to change its image by promoting the city as a family-friendly place to visit. It ran ads including images of smiling children and roller coasters. The problem was that no one believed that about Vegas. After a valiant effort, the campaign was scrapped for the more appropriate “What happens in Vegas, stays in Vegas” campaign. Here’s their latest ad. The lesson they learned was You’ve gotta be who you are.

Change takes time and money
I’ve seen community leaders pay dearly for a new logo and a few street signs, just to discover later that nothing about the area’s reputation has changed in the slightest. Most of these branding efforts fall short of the real work that is required. The problem, often, is that they don’t commit the time and budget required to affect real change. Companies like Nike, Geico, McDonalds, and Walmart ate household names because they invest in media campaigns and repeatedly tell their stories. A community that fails to tell its story to carefully-selected audiences is doomed to remain unknown. A new logo without ongoing marketing communications support is nothing more than expensive art.

What’s a community to do?
Community branding is tricky business. My best advice is to approach the idea of a branding effort very carefully. Don’t fall for the suggestion that a new logo will perform miracles. It won’t. Before moving forward with such an investment in time and money, consider the value of a longer-term, holistic approach; one that you will support with a promotional effort to tell your story.

If you don’t fully understand what a branding campaign will do for your community, slow down and ask a lot of questions. If you’d like to know more, please feel free to contact me. I’ll gladly give you the questions, and my answers.

I’d love to hear from you. Feel free to share your thoughts and personal experiences below.

Have a great week,

Jim Walton
CEO
Brand Acceleration, Inc.
Branding // Marketing Communications // Public Relations
Indianapolis: 317.536.6255
Charlotte: 704:230:0394
Atlanta: 404.474.7980
Fax: 317.222.1425
Cell: 317.523.7380


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