Good Economic News

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

Ottobock Healthcare, a maker of medical devices, will open a distribution center in Louisville, Kentucky, creating 25 jobs.

XanEdu Publishing, Inc., a maker of educational materials, will expand in Ann Arbor, Michigan, creating 65 jobs.

In Knox County, Tennessee, food products maker Flowers Foods will open a new operation and hire 100 people.

In South Bend, Indiana, Lippert Components, a supplier to the recreational vehicle industry, will expand and create 200 jobs.

In Gwinnett County, Georgia, shipping company United Arab Shipping Company will open its new headquarters and hire 160 people.

Technology Solutions, Inc., a firm specializing in medical software and archery products, will expand in Ashley, Indiana, creating 26 jobs.

In McDowell County, North Carolina, surface application provider XO.STEEL, LLC will open a new facility and hire 30 people.

AM Manufacturing Company, a dough machine maker, will open a facility in Munster, Indiana and hire 40 people.

In Union County, Tennessee, heavy equipment maker Greenfield Products will expand and create 100 jobs.

In Bellaire, Michigan, Short’s Brewing Company will expand and hire 18 people.

In Fayette County, Georgia, medical devices company Gerreshiemer Peachtree City, LP will expand and add 120 employees.

Team Air, Inc., a maker of HVAC products, will open a facility in Rutherford County, North Carolina, creating 70 jobs.

In Carmel, Indiana, Stonegate Mortgage Corporation will expand and create 400 jobs.

Metal products maker Proos will expand in Grand Rapids, Michigan, hiring 50 people.

GE Avaition, a component supplier to the aviation industry, will open a new jet engine production facility in Tippecanoe County, Indiana, creating 200 jobs.

In Cowetta County, Georgia, bottled water supplier Niagara Bottling, LLC will expand and create 40 jobs.

Paper products maker Resolute Forest Products US will expand in Calhoun, Tennessee, creating 25 jobs.

In Strasburg, Virginia, paper products maker Mercury Paper will expand and hire 96 employees.

Total Jobs Announcements: 1,765

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

jim@brandaccel.com

Brand Acceleration Web Site

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

Powerful Reasons to Launch a Community Branding Effort

A well thought out strategy can make all the difference

By: Jim Walton

CEO

Brand Acceleration, Inc.

Why should we brand? It’s amazing how often I’m asked this question, and sure understand the confusion. It usually comes from the idea that a brand and a logo are one and the same. They aren’t.

What is a brand?

Contrary to popular belief, a brand is not a logo or slogan. A beautiful and carefully supported visual mark can be a strong stimulus, but it must effectively convey a set of beliefs that are shared by all audiences. Consider McDonald’s golden arches. The simple sight of them conjures certain feelings and expectations that are relevant, differentiated from the competition, and believable.

The true definition of a brand is that it is a promise. When you see the McDonald’s arches, you know exactly what’s inside the store. You know what it will look like, smell like, how the workers will be dressed, and which food items will be on the menu. This is the promise. If you were to walk into a McDonald’s store and find that everything had changed, you would be seriously disappointed. The promise would be broken.

A community is no different. With a marketing message that is believable and differentiates your community from others, viewer and visitor expectations will grow. What you promise and what you deliver must match.

What is the benefit of branding?

Before I answer this question, let me first define “branding.” In this situation, I am referring to a program to define a community’s key messages and then effectively promote them to clearly identified and carefully selected audiences.

First, a branding effort provides a competitive advantage. People are much more comfortable doing business in or moving to a place they know. If they are aware of your community and have positive feelings about it, it’s much easier for them to see themselves living and working there.

Next, it builds pride and loyalty among businesses and people who are already there. When existing business executives and residents see that their community is being promoted with a believable message, they are more likely to feel that they made the right decision to be there. They are also more likely to become strong community advocates, suggesting to business colleagues that they move there. Another advantage is that it’s easier to attract talented workers to a place they know and for which they have a positive opinion.

Who are the audiences?

In the economic development industry, there are several audiences, each with different needs and expectations. It’s very important to fully understand those needs and to carefully communicate with them in powerful and effective ways. Site selection consultants, real estate professionals, and c-suite executives have very specific and demanding expectations that must be considered when developing marketing or branding efforts. They expect you to tell them how you can serve their needs and help them do business and make money in your community. It’s also important to carefully address the needs of existing businesses. If they’re considering and expansion, they need to know that your location is right and that your office is there to serve their needs. Trailing families cannot be forgotten. If your community is in the top three or five places being considered, the trailing spouse and family are much more likely to be an advocate for your community if they feel good about being there. If not, you could be off the list. If a message fails to resonate with each and every audience, the resulting disconnect can result in a less than successful campaign.

Regardless of what your community has to offer or which industries you are targeting, it is always important to carefully develop a positive brand message and support it with a smart and well-funded marketing effort. The goal, of course, is to grow awareness and plant seeds that will germinate and grow into opportunities for a strong economy where area residents can live the American Dream.

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

jim@brandaccel.com

Brand Acceleration Web Site

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BrandCoach Blog

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

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

Advance Engineering Company, a metal and plastic products maker, eill expand in Canton Charter Township, Michigan, creating 150 jobs.

Prudential, an insurance services provider, will add 800 employees companywide.

Cool Planet Energy Systems will open bio-refineries at Port of Alexandris and Natchitoches, Louisisna, creating 72 jobs.

Fiber and textile maker Toray Industries will expand in Spartanburg County, South Carolina, adding 500 jobs.

In Hopkinsville, Kentucky, US Smokeless Tobacco Company, a maker of tobacco products, will expand and hire 42 people.

Amazon.com will expand and add 2,500 jobs companywide.

Furniture maker BuzziSpace, Inc. will open a new facility in Guilford County, North Carolina, creating 113 jobs.

In Knoxville, Tennessee, WS Packaging Group, Inc. will consolidate operations and create 231 jobs.

In Winter Park, Florida, Allied Specialty Vehicles will expand and hire 126 people.

Deloite has announced that it will add 2,000 employees companywide

Hyatt Hotels Corporation will move more than 60 IT jobs to downtown Chicago, Illinois, creating 60 jobs.

In Henrietta, New York, engineering services firm Retrotech will expand and create 23 jobs.

Spirits maker Makers Mark Distillery will expand in Loretto, Kentucky, adding 30 workers.

Vacuum and home products maker Electrolux will expand and hire 810 people.

In Clinton County, Indiana, food maker ConAgra will open a distribution center, creating 76 jobs.

Software maker Microsoft will add 500 jobs companywide.

Auto components maker Magna Exteriors and Interiors will expand in St. Clair and Benzie Counties, Michigan, adding 274 employees.

Healthcare technology company Leidos will add 1,880 employees companywide.

Select Plastics, LLC, a maker of plastic sheeting, will expand in Scott City, Missouri, creating 28 jobs.

In Anderson County, South Carolina, woven rug maker Orian Rugs will expand and create 125 jobs.

In Sumter County, South Carolina, King Machine, a maker of molds, will open a new facility and hire 20 people.

Gymguyz will add 200 jobs companywide.

In Forest City, North Carolina, HVAC products maker Team Air will open a new facility and hire 70 people.

Finance provider Quicken Loans will aqdd 200 employees companywide.

In Charlotte, North Carolina, Irongate Home Finance will open a corporate headquarters, creating 125 jobs.

Benefitfocus will expand and add 1,200 employees companywide.

In Whitfield County, Georgia, flooring company IVC US will expand and create 200 jobs.

In Oconee County, South Carolina, automotive supplier US Engine Valve will expand and add 125 employees.

In Adams County, Indiana, barge maker Poseidon Barge will open a facility and hire 26 people.

 Blue Prings, Missouri, Xcelicent, a real estate information provider, will expand and add 211 jobs.

Auto Components maker Echo Automotive will open a facility in Anderson, Indiana, creating 10 jobs.

Pirtek USA will expand and add 100 employees companywide.

Performance Software Corporation, a systems and software developer, will open a facility in New Orleans, Louisiana, creating 58 jobs.

Autoneum, an auto components provider, will expand in Jeffersonville, Indiana, creating 220 jobs.

Alied Modular Building Systems, Inc., a maker of wall systems, will expand in Sumner County, Tennessee, creating 27 jobs.

WeylChem US, Inc., a provider of mmanufacturing and tolling services, will expand in Elgin, South Carolina, adding 49 employees.

AutoCare will expand and add 150 employees.

BOMAG Americas, a maker of compaction equipment, will open a facility in Fairfield County, South Carolina, creating 121 jobs.

Power Home Financing will expand and add 1,200 jobs.

Insurance provider Esurance will open a new office in Greenville County, South Carolina, creating 450 jobs.

Technology service provider ConnectWise will expand in Hillsborough County, Florida, creating 112 jobs.

Evonik Industries, a chemical company, will expand in Chesterfield County, Virginia, adding 50 employees.

In Orangeburg County, South Carolina, asphalt products maker Walker Emulsions will open a new facility and hire 11 people.

In Lebanon, Tennessee, metal products maker Novamet Specialty Products will open its headquarters, creating 43 jobs 

PNC Bank will expand and add 2,000 jobs companywide.

Emerson Power Transmission Corporation, a maker of auto components, will open a facility and hire 7 people 

In Henry County, Virginia, aircraft components maker Kilgour Industries, Ltd will open a facility and hire 155 people.

In Cherokee County, Georgia, Inalfa Roof Systems, a provider of vehicle roof products, will expand and hire 100 people.

Oil and gas industry company Danos will open a facility in Iberia, Louisiana, creating 100 jobs.

In Grant County, Indiana, sporting goods retailer Dunham’s Sports will expand and add 135 employees. Congrats to economic developer Tim Eckerle on a job well done.

Total Jobs Announcements: 17,815

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

jim@brandaccel.com

Brand Acceleration Web Site

LinkedIn

Twitter

FaceBook

Google+

BrandCoach Blog
 

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

The Amazing Power of Marketing Momentum

Some communities just get all the buzz

By: Jim Walton

CEO

Brand Acceleration, Inc.

A few weeks ago, as I was enjoying my usual early morning reading time, I came across a very interesting article and related video on the subject of success momentum. The video included an interview with a business owner who spoke about how his string of business wins fuels his company’s success and growth. He said that each time they win a new piece of business, the word spreads and creates buzz that generates even more activity.

Over the years, I’ve seen the same thing happen to communities. First, a new company moves in and hires a bunch of people, then an existing business expands, etc., etc., etc. Before long, industry publications and blogs are alive with chatter, creating a seemingly unstoppable momentum. Take a look at what’s happening with Asheville, North Carolina, Austin, Texas, Denver, Colorado, and several other locations. A firestorm of publicity causes prospects to take a look just to see what’s going on. It reminds me of a strategy I used several years ago as an exhibitor at major trade shows. Whenever traffic near our booth would slow down, I would instruct our booth workers to stand in the aisle and look in. Passersby would see the “crowd” and stop by just to see what was so interesting.

Creating buzz!

So, just how can a community get so much attention? Well, you first have to create news by doing the very hard work of attracting jobs and investment. No easy task, but if you do nothing more than attend local breakfast meetings and wait for your state economic development agency to throw you a bone, little or nothing is going to happen. I recently saw data showing a direct correlation between investment, marketing, sales effort and project activity. Duh! Communities that actively invest in marketing are much more likely to be considered for projects than those that do little or nothing. It’s a brutally competitive world out there, and if you’re not investing time and money in the marketing and sales process, your wins are naturally going to be limited.

It’s crucial to build awareness and visibility among the site selector, real estate, and c-suite community. My personal observation is that our clients who participate in major conferences and industry events have a serious advantage over those who do not. I understand that the cost can be significant, but it’s well worth the investment. Community leaders need to understand this and financially support their economic developers.

A few years ago, I met an economic developer who complained that her board would not give her the necessary funds to do a respectable job of marketing. She needed a new website and wanted to attend a couple of industry conferences each year in order to tell her community’s story. Unfortunately, her board refused the needed funding; saying that if she would just land one project, there might be enough money to grant her request. She did it. Within a few months, she managed an expansion project that added eighty-five new jobs to her small community. She was fired up! Excited and wanting to do even more, she approached her board chair and reminded him of the earlier promise. His response? “Your recent win shows me that you can accomplish great things without additional funding. Just keep doing what you’re doing.” It came as no surprise to me when she called a few weeks later to tell me that she had accepted a position with the neighboring county. Her funding is much greater and she’s generating tons of activity and buzz for her new community. Her previous employer is still looking for her replacement, but the word is out and no one wants to work there. I guess they have buzz, too.

Promote your wins

When you do win a project, even a very small one, shout it to the world. In addition to contacting your local media, be sure to distribute a professionally-written news release, with photos, to industry media, blogs, social media discussion boards, and any other local, regional, state, or national forum you can think of. Do you think the above-mentioned places just coincidentally get mentioned? No, they actively tell their stories through paid media, public relations, social media marketing, and other venues that get in front of target audiences. You can do it, too. Get started now and enjoy the advantage of momentum.

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

jim@brandaccel.com

Brand Acceleration Web Site

LinkedIn

Twitter

Facebook

Google+

YouTube

BrandCoach Blog

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