Sunday, December 29, 2013

Master Your Elevator Pitch

Be ready for any opportunity

For years, I’ve been advocating that economic developers write and master an elevator pitch. Considering the number of meetings and conferences they typically attend, there are numerous opportunities to tell their community’s story. Unfortunately, some people consider the idea of an elevator pitch to be a bit corny. “I know my community very well,” is the usual response. “I’ve lived there my entire life.” Recently, however, I witnessed evidence of what happens when people are not prepared.

Part of the scheduled program at a multi-state economic development conference, the room was set with a table designated for each of several industries, and each discussion was led by a site selection consultant with expertise in that industry. As I wandered the room, trying to determine which discussion interested me, I heard a site consultant invite each person at his table to introduce themselves and their communities.  That got my attention. It is for just such situations that I advocate a polished pitch.

It was a fascinating thing to watch. A few people had their pitch down pat. Their intro was brief, well thought out, and presented masterfully. Some had the right idea, but struggled to articulate their thoughts. Then there were those who were caught completely off guard. They were at a loss, with no idea what to say. It was very uncomfortable to watch.

Ride the elevator
So, just how did the idea of an elevator pitch come about? Someone once noted that the typical elevator ride took about thirty seconds. If two people met in an elevator, the ideal sales pitch could be presented before the door opened. That, then, was considered the ideal amount of time needed for an intro pitch.

Even today, the thirty second pitch lives on at networking events, cocktail receptions, and meetings. In some communities, networking events are held where attendees move from table to table, giving their intro pitch and exchanging business cards. Failure to have a polished pitch could mean the difference between networking success and a complete waste of time and money.

Know your audience
Now, back to the conference I mentioned. When an economic developer chose to sit at an industry-specific table, say, Food Processing, I would assume that person was there to learn more about how site selections were made for the food industry and for an opportunity to network with the site consultant at that table. Why, then, would that economic developer not be fully prepared for the chance to make an intro pitch. With a little research into the industry, it would be reasonably easy to know what he or she wants to hear and then develop a sensible thirty second pitch. Sadly, many people show up at such events with no idea what they will say when the opportunity presents itself.

Plan of action
Here’s my recommendation. If you know your target industries and can defend your reasons for selecting them, craft a short written statement for each and read them over and over and over until they are committed to memory. Be prepared for any possibility. So, the next time you’re in a situation like the conference I described, you’ll be able ti instinctively recite your elevator pitch in an effective and impactful way.

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 branding and marketing.






Good Economic News 1-7-2014

Good Economic News

Here are just a few of the recent jobs announcements that have crossed my desk in recent weeks.
In Ft. Wayne, Indiana, event and exhibit company ICON Exhibits LLC will expand and add 99 employees.

In Katy, Texas, insurance provider GEICO will expand and add 1,000 employees.

Mahindra GenZe, a company serving multiple industries, will expand in Ann Arbor, Michigan, creating 34 jobs.

In Lyon, Nebraska, metal manufacturer Brehmer Manufacturing, Inc. will expand and hire 10 people.

In Henry County, Virginia, furniture maker Bassett Furniture Industries, Inc. will expand and add 25 employees.

Bastian Automation Engineering, a custom fabrication company, will open a new facilty in Hancock County, Indiana, creating 60 jobs. Congrats to economic developer Skip Kuker.

Creekstone Farms Premium Beef, LLC, a food processing company, will expand in Arkansas City, Kansas, creating 300 jobs.

Industrial Timber, a maker of wood furniture products, will expand in Lee and Tippah Counties, Mississippi, creating 80 jobs.

In Hamilton County, Indiana, security firm Allegion PLC will open a new operation and hire 100 people.

In Iredell County, North Carolina, assembly systems maker Weber Screwdriving Systems will open a new operation, creating 38 jobs. Congrats to economic developer Robby Carney.

In Kansas City, Missouri, Clockwork Architecture + Design will expand and add 8 employees.

North American Lighting, Inc., a maker of automotive lighting, will expand in Farmington Hills, Michigan, creating 76 jobs.

In Campbellville, Kentucky, plastic tubing maker Flourtubing USA LLC will expand and create 10 jobs.

Ascension Health, a healthcare system, will expand in Indianapolis, Indiana, creating 549 jobs.

Green Spirit Farms, LLC, a farming company, will establish operations in Lackawanna County, Pennsylvania, creating 101 jobs.

In Indianapolis, Indiana, tax consulting firm DuCharme, McMillen & Associates will expand and add 62 people.

In Pickens County, Georgia, camera maker Orlaco will open a new facility, hiring 65 people.

In Simpson County, Kentucky, automation equipment maker Industrial Automation will expand and add 26 employees.

Architectural metal maker Veyko, Inc. will open a new facility in Philadelphia, Pennsylvania, adding 15 employees.

In Ft. Wayne, Indiana, software developer Aptera Software, Inc. will expand and add 17 employees.

In Royal Oak, Michigan, technology provider Vectorform, LLC will expand and hire 75 people.

Natural Blend Vegetable Dehydration, LLC, a food product maker, will open a plant in Pitt County, North Carolina, adding 57 employees.

In Huntsville, Alabama, Boeing Research will open a technology research center, adding 400 employees.

Spuntech Industries, Inc., a maker of textile products, will expand its operation in Person County, North Carolina, adding 60 employees.

Gruuv Technologies, an information technology firm, will expand its operaion in Indianapolis, Indiana, creating 29 jobs.

Solar energy company The Solar Connection will open a manufacturing plant in McDowell County, North Carolina, creating 50 jobs.

In Blackford County, Indiana, automotive component maker Mayco, International will expand and add 120 employees. Congrats to economic developer Jacob Everett.

In Madison, South Dakota, salt maker U.S. Salt, Inc. will expand and add 5 employees.

Taesung, a provider of auto components, will open a facility in Macon County, Alabama, creating 70 jobs.

In Springfield, Missouri, hair care products distributor Salon Service Group will expand and add 10 employees.

In Lawrence, Indiana, t-shirt printing company Little Raymond’s Print Shop, Inc. will expand and add 105 employees.

Biofuels maker Biochemtex will open a new facility in Sampson County, North Carolina, creating 65 jobs.

Industrial Services Group, a corrosion control company, will expand in Lowell and Kent Counties, Michigan, adding 50 employees.

In Georgia, tire maker Toyo Tire North America will expand and add 650 employees.

Classic Alumadeck, a maker of decks and railings, will open a new facility in Indianapolis, Indiana, creating 65 jobs.

Circuit Controls Corporation, a maker of auto components, will expand in Emmet County, Michigan, adding 36 employees.

Stainless Technology, a maker of tanks, will expand in Springfield, Missouri, adding 88 employees.

In Dalton and Rome, Georgia, carpet maker Mohawk Industries will expand and add 420 employees.

In Clinton, Tennessee, auto components maker Aisin Automotive Casting Tennessee, Inc. will expand and create 81 jobs.

BlackInk IT, an information technology firm, will expand its operation in Indianapolis, Indiana, creating 30 jobs.

In Walnut, Mississippi, Aluma-Form, a distributor of power distribution products, will open a new facility and hire 125 people.

Lauren Plastics, LLC, a provider of plastic products, will expand and add 71 employees in Spring Lake, Michigan.

Armstrong Marine, Inc., a maker of aluminum boats, will open a facilty in Onslow County, North Carolina, creating 200 jobs.

In Alamance County, North Carolina, Walmart will open a distribution center and hire 450 people.BSP Filing Solutions/Finally, LLC, a maker of filing products, will expand in Starkville, Mississippi, creating 25 jobs.

Computer Science Corporation, an information technology firm, will open a new facility in Pittsburgh, Pennsylvania, hiring 500 people.

In Fishers, Indiana, mobile app maker Blueridge Digital will open a new operation, creating 199 jobs. Congrats to economic developer Tim Gropp.

In Luzerne County, Pennsylvania, Sallie Mae will expand and hire 200 people.

EZ-ACCESS, a maker of ramp systems, will expand in Morganfield, Kentucky, adding 15 employees.

Air ambulance company Air Medical Group Holdings will expand in West Plains, Missouri, creating 20 jobs.

In White County, Indiana, automotive supplier Adkev, Inc. will expand and add 60 employees.

In Mountain Home, Arkansas, Epoxyn Products, a maker of work surfaces, will expand and add 50 employees.

Tech company Pharma Tech will expand in Hart County, Georgia, adding 50 employees.

At the Port of Wilmington, North Carolina, USA InvestCo will open a cold storage facilty, creating 100 jobs.

In York County, Pennsylvania, household products maker Church & Dwight Company, Inc. will expand and hire 180 people.

JCIM US, LLC, an automotive supplier, will expand in Frenchtown Charter Township, Michigan, creating 182 jobs.

In Charlotte, North Carolina, American International Group (AIG) will open a technology center, creating 230 jobs.

In Edinburgh, Indiana, automotive supplier SAPP, Inc. will open a new facility and hire 37 people.

Perceivant, LLC, a data and analytics firm, will expand in Indianapolis, Indiana, adding 49 employees.

 
Total Jobs Announcements: 7,434

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.

 

 

 

 

 

Sunday, December 1, 2013

Good Economic News 12-3-2013

Good Economic News

Here are just a few of the recent jobs announcements that have crossed my desk in recent weeks.


In Chesapeake, Virginia, oilfield services provider McDonnell Oceanerring International will expand and hire 70 people.
AW North Carolina, a maker of automatic transmissions and componets, will expand in Durham County, North Carolina, creating 85 jobs.
In Kosciusko County, Indiana, OMCO, a steel and metal forming company, will expand and add 40 employees.
XPO Logistics, a provider of transportation services, will expand in Louisville, Kentucky, creating 120 jobs.
MDS Manufacturing, a maker of agricultural products, will expand in Parkston, South Dakota, creating 20 jobs.
In Springdale, Arkansas, American Tubing, Inc., a producer of copper products, will expand and hire 50 people.
In Dubuque, Iowa, food processor Progressive Processing, LLC will open a new line and hire 91 people.
Apple Computer will open a new facility in Mesa, Arizona, creating 700 jobs.
In Ann Arbor, Michigan, Pillar Technology Group. LLC, a software development company, will open a new facility and hire 45 people.
In Bibb County, Georgia, paper manufacturer Aspen Products, Inc. will open a new facility and create 200 jobs.
Core Label, LLC, a maker of beverage labels, will expand in Blair County, Pennsylvania, creating 43 jobs
Carl Buddig & Company, a meat processor, will open a distribution center in Munster, Indiana, creating 55 jobs.
EP American Footwear will open a manufacturing facility in Hazelhurst, Georgia, hiring 250 people.
Materials Sciences Corporation, a maker of composite materials, will open a new facility in Greenville County, South Carolina, creating 23 jobs.
Ventura Grand Rapids 5, LLC, a supplier of automotive components, will expand in Kentwood, Michigan, creating 181 jobs.
Scrap Recycler Shine Brothers Corporation will open an R&D center in Spencer, Iowa, creating 4 jobs.
Pharmaceutical packaging company Nosco, Inc. will expand in Bucks County, Pennsylvania, resulting in 51 jobs.
In Kansas City, Missouri, IT company BIME Analytics will open a facility and hire 44 employees.
In Harris County, Georgia, automotive components maker KOPLA will open a facility and create 150 jobs.
Niowave, Inc., a supplier of superconducting accelerator technology, will open a new facility in Lansing, Michigan, adding 120 employees.
In Knoxville, Tennessee, Knoxville Locomotive Works will open a facility and hire 203 people.
In Bristol, Tennessee, Shearer’s Foods, a food processor, will expand and add 25 jobs.
In Steuben County, Indiana, Rieke Corporation, a maker of closures and dispensing systems, will expand and add 15 employees.
Medical technology company Teleflex, Inc. will relocate to Morrisville, North Carolina, adding 75 employees.
In Rock Hill, South Carolina, 3D Systems, a provider of 3D printers, will expand and add 145 employees.
In Floyd County, Virginia, materials supplier Hollingsworth & Vose will expand and add 17 employees.
BorgWarner, Inc., a supplier to the auto industry, will expand in Oconee County, South Carolina, creating 105 jobs. Congrats to economic developer Richard Blackwell.
TE Connectivity Ltd, a telecommunications supplier, will expand in Culpeper County, Virginia, creating 30 jobs.
In Chilton, Wisconsic, cylinder maker Worthington Industries will expand and hire 130 employees.
Food product maker Sweet Street Desserts will open a new facility in Greenville, South Carolina, creating 80 jobs.
Finance System of Richmond, an accounts receivable management firm, will expand in Wayne County, Indiana, adding 42 employees. Congrats to economic developer Valerie Shaffer.
In Smyth County, Tennessee, furniture maker Liaoyang Ningfeng Woodenware Company will open a new facility and add 125 employees.
Lehigh County pharmaceutical maker Lehigh Valley Technologies, Inc. will open a new facility in Allentown, Pennsylvania, creating 52 jobs.
IT services provider W Squared will expand in Brentwood, Tennessee, adding 115 employees.
Seed producer DuPont Pioneer will expand in Johnston, Iowa, creating 105 jobs.
HTC Global Services, Inc., a provider of information technology products, will expand in Troy, Michigan and hire 200 people.
Fuel maker B3C Fuel Solutions will expand in Horry County, South Carolina, adding 36 employees.
Fontijne Formitt, a metal fabrication company, will expand in Milton Township, Michigan, resulting in 31 jobs.
Newegg, Inc., an electronics-focused e-tailer, will locate a new warehouse in Indianapolis, Indiana, creating 150 jobs.
Fitesa Simpsonville, Inc., a producer of nonwoven fabric, will expand in Greenville County, South Carolina, creating 32 jobs.
Ceasarstone Sdot Yam, Ltd., a maker of quartz surfaces, will open a manufacturing plant in Bryan County, Georgia, resulting in 180 jobs.
In Montgomery, Alabama, Hancock Bank will open a new office and hire 200 people.
PADNOS, a recycling company, will locate a new facility in Steuben County, Indiana, creating 22 jobs.
Echo Electric, a provider of electric products, will build a distribution center in Sioux City, Iowa, resulting in 13 jobs.
HUBER+SUHNER, a maker of optical and electrical components, will relocate to Mecklenburg County, North Carolina, creating 50 jobs.
The Dennis Group, LLC, a construction industry company, will open an office in Gwinnett County, Georgia and hire 35 people.
Schwan Cosmetics USA will build a new facility in Rutherford County, Tennessee, and hire 250 employees.
Electronics maker Hon Hai/Foxconn will open a new facility in Pennsylvania, creating 500 jobs.
In Malvern, Arkansas, moulding and millwork company Prime-Line, Inc. will expand and hire 50 people.
Grocery distributor SpartanNash will expand in Grand Rapids, Michigan, creating 72 jobs.
VFP, Inc., a producer of prefabricated structures, will expand in Scott County, Tennessee, adding 50 employees.
VetConnexx, an IT company, will open a customer service center in Gwinnett County, Georgia, resulting in 300 jobs.
Natgasoline, LLC, a maker of fuel products, will expand in Beaumont, Texas, creating 240 jobs.
Nanova Biomaterials, Inc., a biotechnology company, will expand in Columbia, Missouri, creating 50 jobs.
In Northampton County, Pennsylvania, Continental Specialty Meats, Inc., a food processor, will open a new facility and hire 26 people.
Computer services provider Oracle will expand in Austin, Texas and hire 200 people.
In Cumberland County, North Carolina, engineering support company Bosh Global Services will expand and add 32 employees
Vinh Long, a maker of home furnishings, will open a new facility in Morrilton, Arkansas, resulting in 75 jobs.
In Oscoda County, Michigan, Cooper-Standard Automotive, Inc., a supplier to the auto industry, will expand and add 177 employees.
Factory automation company Genesis Systems Group will open a new facility on Davenport, Iowa, creating 9 jobs.
In Columbia City, Indiana, medical device maker Blue Medicak will locate a new facility and hire 25 people.
Auto parts maker Sogefi Group will expand in Prichard, West Virginia, adding 250 employees.
In Topeka, Kansas, Crosswind Petfoods will expand and hire 62 employees
In Bowling Green, Kentucky, steel maker Horizon Steel will open a new facility and create 30 jobs.

Total Jobs Announcements: 6,953

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.

 

 

 

 

 

Websites are Hard Work

Leave it to the pros

Building a new economic development website can be a huge undertaking. At Brand Acceleration, we do it every day. I won’t kid you, it’s hard work. Anyone who has the notion that all you need is someone who has a basic knowledge of design software to do the job is kidding him or herself. That’s not even close to being enough to get the job done right. I can tell you that powerful and effective websites require much more than a beautiful design.

Anyone who has hired us to build their new economic development website would tell you that it can be a very tough process. We don’t simply design a page and then plug holes with some flowery copy and pretty pictures. We have a very thorough process that that assures that once the site goes live; the work has been done right. The new site is a workhorse that will effectively serve visitor needs and grow the community brand.

Visitor expectations
As easy as it may seem to ask, “What do we want to say,” the key first step is to identify and intimately know your target audiences. Site location consultants, C-suite executives, real estate brokers, trailing families, and local leaders each have different and very specific needs, and you must know them. Our team makes it a point to talk to these people regularly, asking very detailed questions about their use and expectations of websites. We do this so often that we know which pages are most important and we can accurately predict their path, page to page, once they arrive at a site. Additionally, we know which information and words they respond to and which ones fall flat.

Purpose of the web site
Isn’t the purpose of our website to promote a community? Yes, but not entirely. The main purpose of a great economic development site is to be a research and information portal for the target visitors. When a site consultant, for example, visits a website, he or she is looking for answers to very specific questions. If that information is missing, very hard to find, or poorly presented, that visitor may leave the site rather than waste time hunting. You’re off the list.

Words matter
Brand Acceleration clients will tell you that we are crazy passionate about effective messaging. Some web firms, usually the low-end, low-price leaders, will leave it to you to write your own copy. As appealing as that might sound, especially if it reduces cost, you should never fall for that. Unless you are an expert SEO (Search Engine Optimization) writer with a focus on economic development, you should leave this critical function to the pros. Just because a person can write a great sales letter does not mean he or she is qualified to write web copy. This could mean the difference between landing on page one of a Google search versus page twenty-one.

There’s so much more
In addition to strategy development, design, and copywriting, a great website requires very careful selection of just the right photographs, expert programming, especially now that mobile devices are so prevalent, and a well-thought-out social media program. All of these take time and hard work.

Expected results
When economic developers commit precious budget dollars to an expertly-produced website, he or she usually has to answer to a board of directors or someone else to demonstrate that the investment was well placed. Because of this, we carefully track web traffic to see what makes them successful and why some fail to thrive. Understanding that a website is like a living thing, our most successful clients grow their web traffic by regularly updating their site, promoting the community in order to drive visitors to it, and by actively engaging target audiences through online advertising, message boards, and social media. None of this is easy, nor should its importance be taken lightly.

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, architecture, engineering and construction.