Good Economic News - Nearly 11,000 Jobs Announced!

Here are just a few of the recent jobs announcements that have come our way in recent weeks.

In Jay County, Indiana, injection molder Carrera Manufacturing, Inc. will expand and add 102 workers. Congrats to economic developer Bill Bradley.

Agricultural products maker Monsanto Company will expand in Muscatine, Iowa, creating 51 jobs.

Professional and technology services provider Serco, Inc. will expand in Lawton, Oklahoma, creating 475 jobs. Congrats to economic developer Barry Albrecht on a job well done.

In Cabarrus County, North Carolina, Gordon Food Service will open a distribution center and hire 275 workers.

Auto parts maker LTC Roll & Engineering Co., Inc. will open an operation in St. Clair County, Michigan, creating 90 jobs.

Burkert Fluid Control Systems will expand in Huntersville, North Carolina, creating 61 jobs. Congrats to economic developer Ryan McDaniels.

In Ascension and St. Charles Parishes, Louisiana, Momentum Specialty Chemicals, Inc. will expand and create 140 jobs.

Oak Valley Hardwoods, Inc. will expand in Graham County, North Carolina, creating 114 jobs.

In Sanford, Florida, adhesive sealant maker Hernon Manufacturing will expand and add 20 workers.

Tire maker Bridgestone Americas, Inc. will open a new headquarters in Nashville, Tennessee, creating 607 jobs.

In Fayette County, Pennsylvania, The Boeing Company will expand and create 168 jobs.

In Johnson County, Indiana, CNC machining provider CL Tech, Inc. will expand and add 30 workers. Congrats to economic developer Cheryl Morphew.

At the Port of Catoosa, Oklahoma, Linde Process Plants will expand and add 20 workers.

In Lake Mary, Florida, Mitsubishi Hitachi Power Systems Americas will open its headquarters and create 100 jobs.

In Atlanta, Georgia, Greenway Health, LLC, a health information provider, will open and create 150 jobs.

In Clarendon County, South Carolina, lift maker Peak Cord will open and create 59 jobs.

Steel maker Valbruna Slater Stainless, Inc. will expand in Adams County, Indiana, creating 45 jobs.

In Randolph County, North Carolina, plastic injection molder Technimark will expand and add 160 workers.

Dairy producer owned Swiss Valley Farms Cooperative will expand in Luana, Iowa, creating 10 jobs.

Mobile home builder Live Oak Homes will expand and create 200 jobs in Coffee County, Georgia.

In Clarksdale, Mississippi, bag maker Drumheller Packaging will expand and create 20 jobs.

Wire and cable maker Southwire Company will expand and hire 105 workers in Bremen, Indiana.

Audio products maker Harman International Industries is building a headquarters in Novi, Michigan, where it will employ up to 1,000 people.

Siligan Plastics will open a facility in Erie County, Pennsylvania, creating 30 jobs.

Auto components maker Linamar North Carolina, Inc. will expand in Buncombe County, North Carolina, adding 150 workers.

Mining company Romarco Minerals, Inc. will open in Lancaster County, South Carolina, adding 270 employees.

In Mentone, Indiana, crop service provider North Central Cooperative, Inc. will expand and create 15 jobs.

In Lewisburg, Tennessee, tank refurbisher Ditech Testing will open and hire 77 people.

In Bay County, Michigan, auto parts maker Mando America Corporation will expand and add 25 workers.

Original Footwear will open in Morristown, Tennessee, creating 182 jobs.

In Floyd County, Indiana, pool mmaker Chester Pool Systems, Inc. will expand and hire 21 workers.

In Keokuk, Iowa, biotech company VAMA will expand and add 45 workers.

In South Elgin, Illinois, food maker Fuji Food Products, Inc. will expand and create 110 jobs.

Oxford Pharmaceuticals, LLC will open in Birmingham, Alabama, creating 200 jobs.

In Indianapolis, Indiana, CTL Engineering of Indiana, Inc. will expand and hire 25 people.

IT services provider UNISYS will locate in Richmond County, Georgia, creating 52 jobs.

In Lenoir County, North Carolina, chemical maker DuPont will expand and hire 18 people.

In Saginaw County, Michigan, Fullerton Tool Company will expand and hire 58 people.

Glass maker Guardian Industries will expand in Galax, Virginia, creating 30 jobs.

Detroit Lakes, Minnesota drivetrain maker TEAM Industries will expand and hire 16 workers.

Healthcare services provider McKesson Medical-Surgical will expand and hire 225 people.

In Jefferson County, Indiana, vehicle lighting maker Grote Industries, LLC will expand and add 33 employees. Congrats to economic developer Nathan Hadley.

In Philadelphia, Pennsylvania, Printfly Corporatin, a provider of printing services, will open and create 53 jobs.

Auto component maker Fisher Dynamics will open a facility in Evansville, Indiana, creating 169 jobs.

Online retailer Amazon.com Inc. will open a facility in Illinois, creating 1,000 jobs.

In Chesterfield County, South Carolina, Nestle Waters North America will open a bottling facility and hire 40 people.

STEC USA, an auto component maker, will open a facility in Madison Heights, Michigan, creating 176 jobs.

Wire maker Zapp Precision Wire will expand in Summerville, South Carolina, adding 20 workers.

In Hickman, Kentucky, Riverine Fisheries International, LLC will open a processing operation and hire 110 people.

Rubber coated materials maker Wilverine Advanced Materials will expand and hire 93 people in Montgomery County, Virginia.

In Minneapolis, Minnesota, data protection firm Code42 will open and hire 400 people.

In Laurens County, Georgia, die maker AWEBA Group will open and create 52 jobs.

In Vanderburgh County, Indiana, mining support provider Pillar Innovations, LLC will expand and create 15 jobs.

Rail tank maker Vertex Rail will open in Wilmington, North Carolina, creating 1,300 jobs.

In Indianapolis, Indiana, association management firm Raybourn Group will expand and add 35 employees.

Providence Foods, LLC will open a facility in East Carroll Parish, Louisiana, creating 65 jobs.

In Council Bluffs, Iowa, logistics provider XTL, Inc. will open and hire 50 people.

Furniture maker Kimball International will consolidate two operations in Dubois County, Indiana, adding 160 workers.

In Tuscola, Illinois, Cronus Fertilizers will open a facility and hire 175 people.

Garden products maker FoxFarm Soil and Fertilizer Company will open in Anderson County, South Carolina, creating 27 jobs.

IT delivery provider Cognizant will open in Charlotte, North Carolina, creating 500 jobs. Congrats to economic developer Jeff Edge.

In Chester, Pennsylvania, engineering firm Day & Zimmerman will open and create 98 jobs.

Industrial coatings maker Baril Coatings USA, LLC will expand and create 16 jobs in Steuben County, Indiana.

In Baton Rouge, Louisiana, ClearEdge Wholesale Glass will open and hire 120 people.

In Morgan County, Georgia, flooring maker Mannington Mills will expand and hore 200 workers.

Auto parts maker OTICS USA, Inc. will open a facility in Sevierville, Tennessee and hire 117 people.

Health care services provider Aperture Credentialing will expand in Louisville, Kentucky, creating 30 jobs.

Lighting maker Amerlux has relocated to Oakland, New Jersey, creating 250 jobs.

In Kosciusko County, Indiana, orthopedics maker Alpha Manufacturing & Design, LLC will expand and hire 32 people.

Modular home maker Apex Homes of PA will expand in Middleburg, Pennsylvania, creating 60 jobs.

Total Jobs Announcements: 10,947

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis, Indiana:

Office: 317.536.6255

Fax: 317.222.1425

Cell: 317.523.7380

jim@brandaccel.com

Brand Acceleration Web Site

LinkedIn

Twitter

FaceBook

BrandCoach Blog

  

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

The Single Most Powerful Word in Marketing

It’s not that four-letter word

By: Scott Flood

Writer

  

                  

Are you familiar with the most powerful word in marketing? It's not the four-letter word typically associated with that claim. For years, you've probably heard that the most powerful word is "free." Other people will suggest that it's "sex" or something similarly salacious. But the fact remains that no word is as effective at grabbing attention, creating connections, and motivating actions as a simple three-letter pronoun.

It's you. Not you personally, but the word "you." And the reason it works so well is that we all do take it personally. When someone uses "you" in conversation, you subconsciously perk up in the same way you do when you hear your name. 

I'm sure you've been at a crowded party or restaurant in which the room buzzed with a steady drone of conversation. When you hear your name -- even if the speaker is addressing someone across the room who happens to share your name -- it cuts through the clutter as though they shouted at you. That's why effective salespeople and customer service professionals frequently use the names of people with whom they're conversing. "Now, Bill, have you considered an extended warranty?" Our brains are wired to sharpen awareness of our surroundings whenever they detect the sound of our names.

"You" has a similar effect. It tells our brains that someone is sending a message that's intended specifically for us. So our subconscious prods us to pay closer attention to the rest of the message.

"You" is even more effective because so many companies and organizations use it sparingly, if at all. If you read their websites and marketing materials, you'll see that they spend a lot of time talking about "we" and "us" and "our." Professionals and executives have a similar tendency to overuse "I," "me," and "my."

However, if your goal is to connect with and influence someone else, talking about yourself isn't going to get you as far as talking about them. It doesn't mean that you can't share what's important; it's just that we humans tend to pay closer attention when that important information appears to be about us.

Consider the following language that could have been lifted from the average business-to-business brochure: "Our model AW-1126 veeblefetzer reduces radish processing time and minimizes waste with our unique cradle system. It allows for faster positioning of the radish and provides faster coring." Now rewrite it with a focus on the reader: "You'll save time and reduce waste with the AW-1126 veeblefetzer, thanks to the cradle that lets you position and core radishes more quickly." Instead of simply describing the product and its benefits, focusing on "you" puts it into the user's hands. The reader's brain fills in the images, allowing the reader to "try" the product.

Some people are hesitant to use this powerful word in written communication because they remember their seventh-grade English teacher prohibiting it. It's true that when you're writing a formal essay or term paper, you're not supposed to use the second person. So instead of stating "You need to know about the amazing rainforest," we're taught to write things like "One needs to know about the amazing rainforest."

But many of the rules that govern academic writing don't apply to the world outside school. It's not only acceptable to use "you" in business writing and your day-to-day correspondence; it's actually far more communicative. In these contexts, "one needs to know" comes across as snooty, pompous, and somewhat impolite.

Here's an easy way to predict how well your website or marketing materials will connect with readers. Count the number of times you use "you" and "your" in the copy. Then count the number of times you use "we, “us," and "our." If the first number is larger, you've done a great job of reaching out to the reader. But if the proportions are reversed, rewrite it so that there's a bigger share of "yous." The revised version will probably sound more natural and comfortable, but more important, it will allow you to connect with your reader in a more personal way.  

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis, Indiana

317.536.6255

Brand Acceleration Web Site

LinkedIn

Twitter

Facebook

YouTube

BrandCoach Blog

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

3 Ways You May Be Scaring Away Millennials

and Don't Even Know It

By: Colleen Walton

Brand Strategist

Brand Acceleration, Inc.

I recently saw a LinkedIn article titled “Don’t Leave Millennials Voicemails.”  During a conference, I heard a speaker say, “Millennials don’t like to drive.”  These sweeping generalizations are sending some communities into a tizzy over how to appeal to this mysterious generation.  “Millennial” is a buzzword used to describe anyone born between 1982 and 2004.  If we limit this to working-aged individuals, we’re looking at a group of people between the ages of 16 and 32.  This is such a broad range that making any assumptions about the generation as a whole is setting you up to fail.  I wish I could tell you the secret to attracting young people, but I can’t; however, I can tell you the most common mistakes I see in marketing to millennials.

Saying all the wrong things

A while back, I met with the landlord of an apartment complex in the suburb of a major metro.  When I asked her to describe the neighborhood, she told me it was “quite, safe, and perfect for young families.”  I didn’t hear anything she said after that because that’d already put me off.  As an unmarried, childless creative type, “safe, quiet, and family friendly” sounded boring.  None of that appealed to me, but it does to other people.  A high school friend of mine is a newlywed engineer with babies on the brain.  For her, a place described as family friendly is ideal.  Despite being young, highly-educated, and in a high-paying job, she doesn’t want to live in a place that focuses on marketing its bars and restaurants.  The problem might not be what you’re selling, but rather how you’re selling it. 

Just like how a home-buyer assumes that when a real estate agent uses the word “cozy” she really means “small,” people on the receiving end of your marketing efforts have the potential to misconstrue the things you say.  Take a step back and try to put yourself in your audience’s shoes.  Are they hearing the same things you think you’re saying? 

Trying too hard

Every sitcom has an episode in which the mom and/or dad try a little too hard to be cool and end up embarrassing themselves and their children.  Sometimes marketing efforts aimed at young people feel a bit like that.  It’s like someone Googled “What’s cool?” and ran with the first thing they saw.  It’s important that your millennial magnetism grows genuinely from what you already are because people can tell when it’s insincere.  We tell our clients all the time that their brand already exists.  You can fight tooth and nail to change it, or you can embrace it. 

Stop Googling millennials, take a walk around your community, and look at what you’ve got going for you.  If you already have a vibrant downtown, make it the best downtown you can.  If you’re already attracting young families, beef up your parks and playgrounds.  When you stop trying to be someone else, you can become a better version of yourself.

Looking in all the wrong places

This last bit may be hard to hear, but someone has to say it: Sometimes kids just want to leave.  It’s not you.  It’s them.  When they spend their whole lives living in one place, they lust for the adventure of leaving.  It doesn’t matter if you have everything they’re looking for, they’re going to leave because they feel like they have to go out and see the world.  No matter how hard you try, they’re still going to go.  The silver lining is that young people in towns all across the country are leaving their hometowns in search of something new and shiny. 

In my hometown of Indianapolis, a lot of kids grow up with dreams of living in Chicago.  Kids in Indiana’s second-tier cities dream of living in Indianapolis.  Kids in small towns dream of living in those second-tier cities.  If you’re a second-tier city, you might not be able to attract young people from the big city, but you can get them from the small towns.  You may not be new and shiny to your own kids, but you can be new and shiny to someone else’s.

In Conclusion

Marketing is all about identifying your strengths and using them to your advantage, but sometimes that requires a shift in thinking because your preconceived notions about millennials might be what's hurting you.  Like generations before, millennials are a diverse group.  Treating them like they have a hive mind will only repel them.  When you begin to recognize what you have and use that to drive what you want, you'll find much more success. 

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

Good Economic News: Nearly 15,000 Jobs Announced!

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

In Iredell County, North Carolina, Harvest Garden Pro, LLC will open a facility and create 33 jobs. Congrats to economic developer, and proud new Dad, Robby Carney on a job well done.

 

In Stephens County, Georgia, washroom accessories maker GEM Southeast, Inc. will expand and add 30 employees.

In Ossian, Indiana, agricultural equipment maker HALDRUP, USA will open an operation and create 65 jobs.

Activate Healthcare, LLC, a medical services provider, will expand in Indianapolis, Indiana, creating 203 jobs.

In Boone County, Indiana, food maker Skjodt-Barrett Foods will expand and hire 97 workers. Congrats to economic developer Molly Whitehead.

Food retailer Teriyaki Madness will expand and add 150 jobs.

In Senatobia, Mississippi, snack food maker Calbee North America will open a facility and hire 254 people.

In Covington, Kentucky, cold storage provider United States Cold Storage will expand and create 63 jobs.

Auto maker Hengst of North America, Inc. will expand in Camden, South Carolina, creating 20 jobs.

In Kinston, North Carolina, polymer maker DuPont will expand and hire 18 workers.

In Greenville, Mississippi, Mars Foods North America will expand and add 25 workers.

Lippert Components Manufacturing, Inc., a maker of recreational vehicle components, will expand in Sterling Heights, Michigan, creating 102 jobs.

In Indianapolis, Indiana, Weekends Only Furniture Outlet will open and hire 40 people.

In Hall County, Georgia, tractor maker Kubota Manufacturing of America will expand and create 650 jobs.

TSE International, a maker of tension-stringing equipment, will expand in Shreveport, Louisiana, creating 30 jobs.

Emerging Threats Pro, LLC, an intelligence provider, will expand in Hamilton County, Indiana, creating 84 jobs. Congrats to economic developer Tim Monger.

In North Charleston, South Carolina, APAC Customer Service will expand and add 200 employees.

In Fayette County, Kentucky, engine remanufacturer SRC of Lexington, Inc. will expand and create 50 jobs.

Recreational vehicle maker KZRV, LLP will expand in LaGrange County, Indiana, adding 125 workers.

In Cabarrus County, North Carolina, battery systems maker Alevo Group will expand and hire 470 workers, possibly growing to 6,000.

Hair care provider SportClips will expand and create 300 jobs companywide.

In Orland, Indiana, fishing lure maker LureCraft Fisherman’s Shop will expand and hire 91 people.

In Detroit, Michigan, custom manufacturer Oakland Stamping, LLC will expand and create 100 jobs.

In LA Porte, Indiana, Plastic Package will locate an operation and hire 19 people.

Custom Manufacturer Patheon will expand in Pitt County, North Carolina, creating 488 jobs.

Auto component maker Dynax America will expand in Botetourt County, Virginia, creating 75 jobs.

In Durham, North Carolina, Argos Therapeutics will expand and add 236 employees.

In Evansville, Indiana, child nutrition company Mead Johnson will expand and hire 14 people.

Die maker AWEBA Group will open a facility in Laurens County, Georgia, creating 52 jobs.

In Indianapolis, Indiana, consumer review service provider Angie’s List will expand and add 800 jobs.

Hotel and hospitality company Marriott will expand and add 4,952 jobs companywide.

Seed corn producer Syngenta has expanded in Phillips, Nebraska and will add 187 workers.

In Rockdale and DeKalb Counties, Georgia, Acuity Brands, a lighting maker, will expand and hire 700 people.

Union Pacific will open a rail yard in Robertson County, Texas, creating 200 jobs.

Coatings maker Thermal Spray Technologies will expand in Sun Prairie, Wisconsin, creating 200 jobs.

W.S. Badcock Corporation, a furniture retailer, will open a distribution center in LaGrange, Georgia, creating 100 jobs.

In Fulton County, Georgia, Walmart will open a distribution center and create 400 jobs.

Agricultural products maker CTB, Inc. will expand in Kosciusko County, Indiana, creating 80 jobs.

Hankook Tire will open a production facility in Clarksville, Tennessee, hiring 1,800 people.

In St. Louis, Missouri, Boeing will expand its composites facility, creating 700 jobs.

Tile maker Mannington Mills will expand in Morgan County, Georgia, adding 200 jobs.

In Birmingham, Alabama, specialty services provider Steris Corporation will open a new headquarters, creating 100 jobs.

In Wabash County, Indiana, lens coating provider Midwest Eye Consultants, PC will open a facility and hire 31 people.

Furniture maker Villa International will open a production facility in Belmont, Mississippi, creating 75 jobs.

In Kansas City, Missouri, freight broker XPO Logistics will open an office and hire 125 people.

In Wilson County, North Carolina, auto industry supplier Linamar Corporation will expand and hire 125 people.

Westlake Chemical will expand in Sulpher, Louisiana, creating 25 jobs.

Lighting maker Focal Point will expand in Chicago, Illinois, creating 50 jobs.

Total Jobs Announcements: 14,934

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis, Indiana:

Office: 317.536.6255

Fax: 317.222.1425

Cell: 317.523.7380

jim@brandaccel.com

Brand Acceleration Web Site

LinkedIn

Twitter

FaceBook

BrandCoach Blog

  

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