Colors are Changing to Red, Yellow, and Gold

Colors are Changing to Red, Yellow, and Gold
To everything there is a season

As I sit on my patio, admiring the vibrant colors of autumn, I can’t help but consider that another summer has ended and that we are now well into autumn. In a few days, my daughter and I will embark on our annual fall day in the woods, photographing nature’s splendor and enjoying time together. Like magic, the trees change their colors from green to red, yellow, and gold, and we’re there, cameras in hand, to capture the images. It’s just one more example of God’s hand at work, bringing joy to His children.

 

Business, too, is in a transitional period. As summer’s flurry of activity wraps up, companies and communities are racing to complete their 2012 projects while setting budgets and making plans for the new year. With the Presidential election just around the corner, our team is working alongside clients to develop plans to move forward, regardless of which candidate wins. The feeling is that the United States economy is on the verge of something very big, and our challenge is to be ready for any scenario.

 

At Brand Acceleration, anticipation is building for another outstanding year. Our economic development clients are challenging them to bring bigger and better ideas to help them satisfy the huge demands of audiences such as site selection consultants, real estate professionals and c-suite executives with expansion demands. Just home from the International Economic Development Council (IEDC) Annual Convention in Houston, Texas, I found huge interest in our Economic Dashboard. This information-packed web tool adds a level of data to community web sites that they can’t even imagine. Plus, the content is dynamic, meaning their staff never has to touch it.

 

For our AEC (architecture, engineering, and construction) clients, there’s a growing feeling that 2013 is going to bring a level of activity they haven’t seen in years. For us, that means they are rapidly moving forward with plans for new web sites and other tools to reach out to industries such as higher education, K-12 schools, health care and numerous others. For many, the feeling is “We’re not ready!” That’s where we come in.

 

Like the Biblical message in Ecclesiastes 3.1 and the 1965 Byrds hit, (Turn Turn Turn) “To everything there is a season, and a time to every purpose under the heaven.” As the colors Turn, Turn, Turn, and the holidays draw near; we’re counting our blessings every day and looking forward to an even better year of renewal in 2013.

I’d love to hear from you, too. 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

jim@brandaccel.com

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

Good Economic News

Good Economic News

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

In Austin, Texas, HID Global Corporation, a distributor of identity products, will open a distribution center, creating 239 jobs.Bevco Engineering Co., Inc., a maker of electrical products, will expand in Sussex, Wisconsin, adding 21 employees.

Tru-Check, Inc., a provider of meter-reading services, will expand in Somerset, Kentucky, creating 10 new jobs.

Avalon Rare Metals will open a new rare metals separation plant and refinery in Ascension Parish, Louisiana, adding 175 employees.

Con-Pearl North America, a maker of recycled pastic products, will open a new facility in Greenville County, South Carolina, creating 51 new jobs.

Faeza Alloyers USA, a metal alloys maker, will locate a new facility in Shelby County, Indiana, creating 47 new jobs.

Brownells, Inc., a provider of firearms parts and supplies, will open a new facility in Montezuma, Iowa, creating 41 new jobs.

In Putnam County, West Virginia, Nippon Thermostat, a maker of auto parts, will expand and hire 30 people.

In Florence, Alabama, parts supplier TASUS Corporation, will build a new plant and hire 135 people.

Carded Graphics LLC, a maker of packaging products, will expand and hire 34 people.

Architecture and engineerinf firm Guidon Design, Inc., will expand its headquarters in Indianapolis, Indiana, creating 27 new jobs.

Fram Renewable Fuels, a maker of alternative energy products, will expand its operation in Hazelton, Georgia, creating 80 new jobs.

Custom Aircraft Cabinets, a maker of wood and upholstery products for aircraft, will expand its operation in Sherwood, Arkansas, creating 150 jobs.

In Montgomery County, Virginia, Aeroprobe Corporation, a maker of instrumentation and software, will expand and hire 40 people.

NetApp, a provider of data management services, will expand in Wichita, Kansas, adding 400 employees.

In Princeton, Indiana, Toyota will add 240 new production workers by the end of November.

In Charles City, Iowa, Cambrex Charles City, Inc., a maker of pharmaceutical products, will expand and add 46 employees.

In Indianapolis, Indiana, Crosspoint Solutions, LLC, a maker of electrical auxiliary power units, will expand and create 75 new jobs.

PremierTox, a provider of drug testing services, will expand its operation in Lexington, Kentucky, adding 25 employees.

In Burlington, North Carolina, convenience store operator Sheetz, Inc. will open a distribution center and food manufacturing facility, creating 254 new jobs.

Sempra U.S. Gas & Power, an energy company, will open a regional headquarters in Greenville County, South Carolina, creating 40 jobs.

TRG Customer Service will fill vacant positions in Beckley, Charleston, and Elkins, West Virginia, creating 130 new jobs.

Friedrich Boysen GmbH & Co. KG, a supplier of auto products, will build a new facility in Tuscaloosa County, Alabama, creating 100 new jobs.

BorgWarner, a maker of automotive powertrains, will expand its operation in Oconee County, South Carolina, adding 30 employees.

In Athens-Clarke County, Georgia, Ethicon, Inc., a maker of medical products, will expand and hire 75 people.

PGP International, Inc., a maker of food products, will locate a new facility in Evansville, Indiana, creating 41 new jobs.

In DeWitt, Iowa, Black Cat Blades, a maker of cutting edges, will establish a distribution center and expand production, adding 50 employees.

In Hanover, Virginia, The Vitamin Shoppe, Inc., a retailer of vitamins, will open a distribution center and hire 174 people.

Sugar Creek Packing Company, a food company, will open a new operation in Wayne County, Indiana, creating 400 jobs.

In West Des Moines, Iowa, Outcomes, Inc., a provider of medication therapy services, will expand and hire 20 people.

Firestone Building Products will expand its operation in Tuscumbia, Alabama, creating 40 new jobs.

In Clarksdale, Mississippi, conveyor component maker Metso will expand and hire 50 people.

In Lexington, Kentucky, law firm Bingham McCutchen will open a global services center, creating 250 new jobs.

In Ripon, Wisconsin, Alliance Laundry Systems will expand and add 270 employees.

In Shepherdsville, Kentucky, online fashion distributor Nasty Gal will locate a distribution center and hire 300 people.

In St. Martin Parish, Louisiana, Forum Energy Technologies, a maker of drilling equipment, will open a new facility and hire 125 people.

In Chester County, Pennsylvania, ViroPharma, Inc., a biopharmaceutical company, will expand and add 151 employees.

Williams Partners LP, a natural gas company, will expand its operation in West Virgina, creating 100 jobs.

In St. Cloud, Minnesota, farm implement maker Geringhoff will expand and add 100 employees.

Rousselot, a maker of gelatin products, will expand in Dubuque, Iowa, creating 10 jobs.

Comfort Revolution, a maker of sleep products, will locate a new operation in Belmont, Mississippi, creating 200 new jobs.

In Burke County, North Carolina, Leviton Manufacturing, a maker of electrical products, will expand and add 152 employees.

Hospira, a provider of injectable medicines, will expand in Nash County, North Carolina, creating 200 new jobs.

Total Jobs Announcements: 5,088

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis, Indiana: 317.536.6255

Charlotte, North Carolina: 704.230.0394

Atlanta, Georgia: 404.474.7980

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, architecture, engineering and construction.

Failure to Launch

Failure to Launch

Just do something

Over my thirty some years in the marketing communications industry, I’ve seen marketers make some amazingly brilliant moves. Steve Jobs, Jeff Bezos and a few others come to mind. Likewise, I’ve seen people make real boneheaded mistakes. Remember New Coke? Something that has always puzzled me is when leaders fall flat simply because they did nothing. They failed to launch.

Now, I understand that there are sometimes reasons making it impossible to act. A complete lack of financial resources, for example, although this is often an excuse for an inability to properly prioritizes. A new car is not more important than a powerful and effective web site.

The recent passing of Neil Armstrong, the first man to set foot on the moon, caused me to remember our astronauts and the courage to crawl into a tin can attached to millions of pounds of rocket fuel. That’s courage. These people took huge, I mean HUGE, risks. They did things that no one had ever done and went places no one had ever gone. Sadly, several died in the process, but that didn’t stop the program.

I once had the honor of spending a few hours with Apollo XIII astronaut Jim Lovell. Admittedly, I was star struck. Here I was, in a car for a few hours with an American here. For those of you who might not know Lovell’s story, he was the Commander of the 1970 moon mission that was aborted when an oxygen tank exploded, crippling the craft in the darkness of space. Despite the lack of electricity, heat, water and breathable air, the crew returned sagely four days later.

In one of my lucid moments, I asked him how scary it was to be trapped, the three of them, more than 200,000 miles from home, knowing that they may never see their families again. His response was quick and clear. “We had no time to be afraid, and we weren’t alone. We knew that our team at home was working day and night to find a solution to our predicament. We had work to do and decisions to make.”

What’s the point to all of this? The point is that sometimes we just have to make decisions and do something. You may not have an answer to every question or a solution to every concern, but you have to act.

As a marketer in the economic development and AEC (architecture, engineering, and construction) industries, I bring my clients ideas and suggestions based on experience, research, and industry intelligence, but it’s up to them to make the go or no go decision. This is where leaders excel and losers choke. Some people just can’t move forward without a 100% guarantee of success. Unfortunately, in business, no such guarantee exists.

Real leaders gather intelligence, seek opinions, and then make decisions, accepting the possibility that they could be wrong. They also know that their decision could be hugely successful. That’s leadership!

Winston Churchill once said, “Success is not final, failure is not fatal: it is the courage to continue that counts.”

At Brand Acceleration, we’ve seen companies and communities, led by strong leaders; have us develop great web sites, brochures, and effective outbound communications programs that generate outstanding results. We’ve also seen ineffective “leaders” who ponder, consider, waffle, and reconsider every possibility while competitors kick their butts. Like a deer in the headlights, they freeze, ending up as road kill.

Which best describes you? Are you a procrastinator, accomplishing little or nothing or are you a leader with the vision, foresight and courage to launch, regardless of outcome? Think of Neil Armstrong and the fact that his footprints will forever be on the surface of the moon.

I’d love to hear from you, too. 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

jim@brandaccel.com

Brand Acceleration Web Site

LinkedIn

Twitter

Facebook

Google+

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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, architecture, engineering and construction.

Good Economic News

Good Economic News

Here are just a few of the jobs announcements to cross my desk over the past few days.

Aerospace and energy firm Woodward, Inc. will build a new manufacturing plant in Loves Park, Illinois and create 660 jobs.

Automotive components maker, FCC (North Carolina), LLC, will expand its operation in Scotland County, North Carolina, creating 66 new jobs.

J and J Filters, a manufacturer of metal stampings and gasketing, will build a new manufacturing operation in Hazelhurst, Georgia and create 75 jobs.

Patrick Industries, Inc., a maker and distributor of recreational vehicle parts, will expand its operation in Syracuse, Indiana, creating 65 new jobs.

In Elizabethtown, Kentucky, STC Management Group will expand its headquarters and add 15 jobs.

Polydeck Screen Corporation, a producer of systems for materials screening operations in the mining industries, will expand its operations in Spartanburg County, South Carolina and generate 32 new jobs.

NetApp, a provider of storage and data management solutions, will expand its Wichita, Kansas facility and add 400 jobs.

In Muscle Shoals, Alabama, Walgreens will expand its customer care center and create 350 jobs.

PreSonus Audio Electronics will build a new headquarters and research facility in Baton Rouge, Louisiana and create 65 jobs.

Total Energy, an energy products and services company, will open a state of the art fabrication facility in Stillwater, Oklahoma and hire 200 new employees.

KIA supplier Sewon America will expand its existing LaGrange, Georgia and add 150 jobs.

AirGuide, a manufacturer of products for the HVAC industry, is relocating its manufacturing operations to Clarksdale, Mississippi and hiring 40 employees.

In Seymour, Indiana, Seymour Tubing, Inc., a maker of steel tubing, will expand its operation, creating 18 new jobs. Congrats to economic developer Jim Plump.

In Henry County, Virginia, Commonwealth Laminating and Coating is expanding operations and hiring 60 new employees.

Royal Box Group, LLC, a manufacturer and distributor of packaging and display products, will expands its operation in Greenfield, Indiana, creating 32 new jobs. Congrats to economic developer, Skip Kuker.

Morgan Olson, a maker of walk-in van bodies, will build a new plant in Charleston County, South Carolina and create 119 jobs.

Boiler and water heater manufacturer Green Boilers plans to expand its Danville, Kentucky plant and create 27 jobs.

Metal Panels, Inc., a Tulsa-based manufacturer of metal panels and trim for metal roofing, buildings, and post frame construction, will build a new manufacturing facility in Kansas City, Kansas and add 15 jobs.

Premium ice cream producer Talenti Gelato e Sorbetto is expanding operations to a new Marietta, Georgia facility and generating 100 jobs.

Technology company Red Ventures will expand its Lancaster County, South Carolina headquarters and add 1000 jobs.

NIC Inc., which develops and manages government websites, online services, and secure payment processing, will expand its Olathe, Kansas workforce and add 23 jobs.

Salesforce.com is expanding its Chicago, Illinois facility and adding 200 jobs.

Beardow Adams, a maker of adhesives, will locate a new facility in Mecklenburg County, North Carolina, creating 31 new jobs.

Master Power Transmission, a maker of gearboxes, will expand its operation in Columbus, Indiana, creating 48 new jobs.

Cloud service provider Appirio will open a new facility in Indianapolis, Indiana, creating 300 new jobs.

In Overland Park, Kansas, commercial real estate firm RED Development will add 18 jobs when it relocates its operations.

NGK Ceramics USA, Inc., a maker of ceramic parts for the auto industry, will expand and create 86 new jobs in Iredell County, North Carolina.

In Winchester, Virginia, Navy Federal Credit Union will build a new member services facility and cread 400 jobs.

In Springfield, Missouri, JMARK Business Solutions will expand operations and add 42 jobs.

Ceramaspeed, a provider of electric radiant heating solutions, will add a manufacturing facility in Maryville, Tennessee and add 40 jobs.

Nippon Thermostat Company will create 30 jobs when it builds its new plant in Fraziers Bottom, West Virginia.

BauschLinnemann North America, a producer of surfaces and edge bandings for furniture makers, will build a new facility in Horry County, South Carolina and generate 55 jobs.

In Mobile, Alabama, a new project agreement with shipbuilder Austal USA will create 1000 jobs.

Automotive industry supplier voestalpine Metal Forming will build a manufacturing facility near Cartersville, Georgia and generate 220 jobs.

In Winchester, Indiana, auto parts maker MARUJUN, LLC will expand and create 50 new jobs. Congrats to Mayor Steve Croyle.

iGATE, an integrated technology and operations company, will build a new facility in Loudoun County, Virginia and create 250 jobs.

Bell Techlogix, a provider of information technology services, will expand its operation in Indianapolis, Indiana, creating 204 new jobs.

In Cleveland County, North Carolina, Schletter, Inc., a maker of solar power mounting systems, will open a new facility, creating 305 new jobs. Congrats to economic developer Kristin Fletcher.

Metal components maker GKN Sinter Metals, LLC will expand its operation in Salem, Indiana, creating 50 new jobs.

In Green Bay, Wisconsin, UnitedHealthcare will expand operations and hire 169 new employees.

Cloud service provided Appirio will develop a Cloud Development Center in Indianapolis, IN and create 300 jobs.

Mid South Sales in Uniontown, Kentucky, will start a food supply company and create 30 jobs.

German-based Schletter Inc., designer and manufacturer of solar panel mounting systems, will establish its US headquarters in Shelby, North Carolina and hire 305 employees.

In Augusta County, Virginia, McKee Foods Corporation will expand production at its manufacturing facility and add 78 jobs.

Total Jobs Announcements: 7,973

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, architecture, engineering and construction.

The Real Purpose of a Web Site

The Real Purpose of a Web Site

By Scott Flood

 

Scott Flood is a valued member of the Brand Acceleration team of marketing communications professionals. His insights, experiences and writing skills are instrumental in our service to our clients.

Scott Flood

A study released recently found that fewer than half (42%) of the nation’s small businesses (companies with fewer than 250 employees) have a web site.

If that alone doesn’t sound like a big deal to you, consider that coverage of the study also noted that 97 percent of consumers will search for local businesses online. A business or community that doesn’t have an online presence essentially doesn’t exist anymore.

Many organizations still balk at creating (or updating) web sites because they claim that they “don’t do business online.” Their customers have no need to order from them, or they don’t worry about being found by search engines.

But the primary reason organizations need web sites is to establish and prove their legitimacy. Two decades ago, companies established that they were real and viable through other means. The standard glossy four-color “corporate” brochure was one of those means; having the largest ad in your corner of the Yellow Pages was another. But in an era in which most consumers … and b2b prospects … look online, a company’s web site is the key to saying, “yes, we’re real!”

Consider what I do when I’m choosing a restaurant for a nice family dinner. I’ll think of a couple restaurants I haven’t visited, and then I’ll try to take a look at their menus to make sure they’ll have something everyone will like. If a restaurant has a web site and a menu, they’re in the running. If they don’t, I quickly lose interest. I would probably never place an order or make a reservation online — I just want more information before I make a decision. And that’s exactly what people do when they’re considering a purchase.

If your business or community doesn’t have an online presence, you need to get one. Doesn’t need to be elaborate, doesn’t need to be expensive … but if you’re not online today, you stand a much better chance of being out of business tomorrow.

Want to share your stories? Just leave your comments below.

Brand Acceleration is a full-service marketing communications, brand management and public relations firm with a focus on economic development, architecture, engineering and construction. We serve our clients from Indianapolis, Charlotte and Atlanta.

Good Economic News

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

Home improvement retailer Lowe's will add 175 new jobs at its Customer Support Center in Wilkesboro, North Carolina.

Air Products, which produces equipment to process liquefied natural gas, will add 250 jobs at Palmetto, Florida plant.

ACE Bakery LLC, a maker of baked goods for the retail and food service markets, plans to locate a new facility in Cherokee County, South Carolina and hire 51 new employees.

Tak Investments, Inc. will build a recycled tissue plant in Franklin, Virginia and create 85 jobs.

California Steel Industries, Inc. will add 100 jobs at its site near Fontana, California.

Tiburon Associates Inc. plans to create 350 jobs when it opens its maintenance overhaul facility in Minden, Louisiana.

MSC Industrial Direct, a distributor of metalworking, maintenance repair and operations supplies, plans to build a distribution center in Columbus, Ohio and create 300 jobs. 

The Longaberger Company, manufacturer of baskets and pottery, will create more than 500 jobs at its Dresden, Ohio facility. 

Enviva began construction on wood pallet manufacturing plant in Franklin, Virginia and will hire 64 new employees. 

Wells Fargo Advisors, a retail brokerage firm plans to expand its St. Louis, Missouri headquarters and create 400 jobs. 

In Chester, South Carolina, Chester Wood Products will expand its current facility and add 20 jobs.

AT&T will add 20 jobs in its call center in Grayson, Kentucky.

In Conway, Virginia, PrivacyStar, a company that provides consumers with comprehensive privacy on smartphones, will expand its corporate headquarters and add 121 new jobs.

McCall Farms Inc., a producer of canned and frozen vegetables, will expand operations in Florence County, South Carolina and add 80 jobs.

Dollar Tree will build a distribution center in Windsor, Connecticut and hire 200 employees.

Student-loan company, Sallie Mae, plans to add 200 jobs at its Muncie, Indiana location. Congrats to economic developer Terry Murphy.

NetApp, provider of storage and data management solutions, will build a R&D facility in Research Triangle Park, North Carolina and create 460 jobs.

In Plainfield, Indiana, toiletry supplier Gilchrist & Soames will expand its operation and add 40 employees. Congrats to economic developer Cinda Kelley-Hutchings.

Interroll, supplier of conveyer systems and components, will open a manufacturing plant in Hiram, Georgia and create 70 jobs.

Hearthside Food Solutions plans to add a production line to its existing facility in London, Kentucky, creating 80 jobs.

OrionRx LLC, a specialty pharmacy healthcare company, will build its corporate headquarters in Louisville, Kentucky, creating 14 jobs.

Mercom Corporation, a provider of network technology services, will expand its existing operations in Georgetown County, North Carolina and generate 30 jobs.

Gonvarri Steel Services, a provider of steel processing to manufacturers, will build a production plant in Union County, South Carolina and generate 40 jobs.

In Lincoln, Alabama, Honda will expand operations and hire 50 new employees.

Automotive supplier Magna Powertrain plans to expand it Muncie, Indiana facility and add 300 jobs.

Webco Industries, Inc., a manufacturer and distributor of steel tubing, will expand its Sand Springs, Oklahoma plant and create 106 new jobs.

Eurofins Lancaster Laboratories will expand its operations in Lancaster County, Pennsylvania and create 200 new jobs.

Morooka America, a manufacturer of rubber track carriers, will hire 50 new employees at its new manufacturing plant in Hanover County, Virginia.

Food safety and water treatment specialist Enviro Tech Chemical Services Inc. plans to expand its manufacturing facility in Helena-West Helena, Arkansas and hire 40 new employees.

Sheyenne Dakota, Inc. (SDI), a wire and cable harness manufacturer, will build a plant in De Smet, South Dakota and create 30 jobs.

Pipeline manufacturer Pipeline Plastics, LLC will establish a High Density Polyethylene Pipe plant in Belle Fourche, South Dakota and generate 40 jobs.

Intellectual property litigation firm Erise IP will move its practice to Overland Park, Kansas and hire 15 new employees.

GE Capital Bank is creating a call center in Merriam, Kansas  that will employ 150 people.

Total Jobs Announcements: 4,631

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

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, architecture, engineering and construction.

With Specialization Comes Responsibility

With Specialization Comes Responsibility
Mediocrity is not an option

 Back in 2006, when I was just formulating my company, I had a very important decision to make. The company could either focus on low-cost design services for any client, competing on the basis of price alone, or strive to be the very best in just a few industries. As you probably know, I chose the second option. BrandAcceleration would provide the absolute best marketing communications and public relations services to economic developers and marketers in the architecture, engineering and construction (AEC) industries. The company is certainly not the low-priced, low-ball, low-service, low-knowledge leader. Our team is regarded as a leader in Brand Acceleration’s respective industries. That’s where we would rather be.

We’ve learned something along the way, though. We’ve learned that in order to be the best in these industries, we have a responsibility to dig deep into the special needs of our clients. Not only must we know who they are and what they do, but also fully know and understand the needs of their clients and prospects.

When developing a marketing communications program for economic developers, it’s not enough to know about the city, county, state or region. These people have come to expect us to know and understand site selection consultants, real estate brokers, C-Suite executives and others who could influence the placement of a major jobs project. To better serve this unique niche, we sent Brand Acceleration staffers to basic economic development training at Ball State University. It’s our responsibility to know what these people want in a web site, brochure, video, e-mail campaign or other tactic.

Our AEC clients expect us to have a deep understanding of building administrators, owners, elected officials and others who might need a firm specializing in architecture, engineering, construction or other related services. When we found that many clients were demanding the use of Building Information Modeling (BIM) a three-dimensional, real-time, dynamic building modeling software service, we sent Brand Acceleration staff to a BIM training class.

I’ve been fascinated by how our clients handle their own specialization. I know a number of economic developers who are radically focused on targeting very specific industries. Take, for example, a community which has decided to target life science jobs. The good ones have made this decision based on a clear set of criteria, not just because they dream of those “good-paying” jobs. They have clearly matched their workforce skills, proximity to markets and other criteria, determining that they can truly compete for these jobs. They even partner with educators to deepen those skills in preparation for the highly-specialized jobs. On the marketing side, they are very involved in life science industry associations, conferences, trade shows and other activities where they can learn, connect and influence opportunities.

Architects, engineers and builders also often specialize in very specific industries. An engineering firm, for example, might have extensive experience and knowledge in higher education facilities. The good ones may know as much about how a building will be used as the university buildings administrator. They interface with professors, students, maintenance staff, CFOs and other staffers to better understand their unique expectations. They, too, will be involved with trade associations, industry publications, conferences and trade shows, constantly seeking valuable information that will help them better serve their clients.

At Brand Acceleration, we do the same thing. We regularly attend conferences, trade shows and meetings where we can learn and constantly refine our knowledge and skill sets. When we are face-to-face with site selection consultants, buildings administrators or others, we always ask questions, dig, learn and search for a nugget of information that will benefit our clients.

It’s because of this passion to be the best that our business never gets boring. Every new client or project gives us the opportunity to demonstrate our knowledge and skills. Pretty web sites and brochures are nice, but powerful web sites and brochures, created by knowledgeable strategists, writers, designers, programmers and project managers have the ability to generate results. That’s what excites us and thrills our clients.

I’d love to hear from you, too. 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

Fax: 317.222.1425

Cell: 317.523.7380

jim@brandaccel.com

Brand Acceleration Web Site

LinkedIn

Twitter

Facebook

Google+

YouTube

Vimeo

BrandCoach Blog

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