Good Economic News - Over 8,000 New Jobs!

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

In Charlotte, North Carolina, financial giant Wells Fargo will expand and add 83 workers.

In Boone County, Indiana, IT firm Smart IT will open and create 85 jobs. Congrats to economic developer and Brand Acceleration client Molly Whitehead on a job well done.

Food maker Archer Daniels Midland will open in Erlanger, Kentucky, creating 200 jobs.

In Sherman, Texas, Renew Blue Industries will open a recycling facility and hire 100 people.

In Laurens County, South Carolina, packaging products maker CCL Label DES will expand and create 98 jobs.

At three locations in Michigan, electric motor maker Brose New Boston, Inc. will expand and add 475 workers.

In Plantersville, Mississippi, furniture maker OptimComfort, Inc. will open and hire 70 people.

In Bluffton, Indiana, electric motor maker Bluffton Motor Works will expand and add 70 workers.

In Poplar Bluff, Missouri, Mid-Continent Nail Corporation will expand and create 91 jobs.

Transportation industry products maker Hubner Manufacturing Corporation will expand and hire 50 people in Charleston County, South Carolina.

In Baton Rouge, Louisiana, Honeywell will expand and add 60 workers.

E-commerce provider Memory Ventures will open in Fishers, Indiana, creating 134 jobs. Congrats to economic developer Tim Gropp.

In Beloit, Wisconsin, Chicago Fittings will open and hire 20 people.

Tosaf USA, a maker of advanced polymers, will open in Gaston County, North Carolina, creating 75 jobs. Congrats to economic developer Donny Hicks.

In Venore, Tennessee, Yamaha Jet Boat Manufacturing USA, Inc. will expand and add 150 workers.

In Louden County, Virginia, medical device maker K2M Group Holdings, Inc. will expand and add 97 workers.

Limestone Quarrier Indiana Limestone Company will expand in Oolitic and Bloomington, Indiana, creating 75 jobs.

In Iowa, soybean processor Ag Processing, Inc. will expand and hire 20 workers.

In Calcasieu, Louisiana, Venture Global LNG will open a liquefied natural gas facility and hire 100 people.

In Putnam County, Indiana, Scorpion Protective Coatings, Inc. will expand and create 25 jobs. Congrats to economic developer Bill Dory.

Safety Training Services, Inc. a training firm, will expand in Lake County, Indiana, creating 16 jobs.

Packaging maker Sigma Packaging, LLC will expand in Vanderburgh County, Indiana, creating 43 jobs.

In Clinton, Tennessee, 3M Company will locate a facility and create 100 jobs.

In Columbus, Ohio, online retailer SupplyHouse.com, will open a fulfillment center and hire 40 people.

Plastics maker Suburban Plastics will expand in Grenada, Mississippi, creating 60 jobs.

In Augusta County, Virginia, heat exchanger maker Provides Metalmeccanica SrL will open and hire 45 people.

Industrial contractor Reinicke Athens, Inc. will open in Laurens County, South Carolina, creating 30 jobs.

In Coldwater, Michigan, pork processing firm Clemens Food Group will open and hire 800 people.

Healthcare company Cardinal Health will expand in Indianapolis, Indiana, creating 85 jobs.

In Oxford, Mississippi, mortgage technology provider FNC, Inc. will open and hire 310 employees.

Machining company UPS Midstream will open in Jena, Louisiana, creating 95 jobs.

In Schuykill County, Pennsylvania, consulting firm TruBridge will open and hire 100 workers.

In Indianapolis, Indiana, insurance provider Conner Insurance, Inc. will expand and create 23 jobs.

In Greenwood County, South Carolina, wood pellet maker Portucel, SA will open and create 70 jobs.

In Indianapolis, Indiana, electronic heath record provider iSALUS will expand and add 136 employees.

Lear Corporation, an auto component supplier, will expand in Portage, Indiana, creating 96 jobs.

In Jackson, Tennessee, Orchid Orthopedic Solutions Alabama, LLC will expand and hire 35 people.

Coatings maker Mankiewicz Coatings, LLC will expand in Charleston, South Carolina, creating 15 jobs.

In Cedar Rapids, Iowa, Iowa Brewing Company will open and hire 16 people.

Automotive supplier M-TEK will open in Murfreesboro, Tennessee, creating 100 jobs.

IT provider CloudBlue will expand in Indianapolis, Indiana, creating 50 jobs.

In Wake County, North Carolina, Overland Contracting, Inc., an engineering and construction firm, will open and hire 89 people.

At two locations in Michigan, robotic assembly line maker The Paslin Company will open in Harris County, Georgia, hiring 90 people.

In Fargo, North Dakota, business services provider Integreon will expand and hire 100 people.

Healthcare provider Edmedics LLC will expand in Louisville, Kentucky, creating 17 jobs.

In Spencer, Iowa, Simonsen Iron Works will open and hire 28 people.

Real estate firm Kite Realty Group will expand and hire 69 people in Indianapolis, Indiana.

Materials handling company Coperion Corporation will expand in Wythe County, Virginia, creating 22 jobs.

In Ponchtoula, Louisiana, Elmer Chocolate Manufacturing will expand and create 20 jobs.

Logistics services provider Hyundai Glovis Georgia will open in Harris County, Georgia, hiring 190 people.

Software provider Adminovate, Inc. will expand and create 81 jobs in Philadelphis, Pennsylvania.

In Bowling Green, Kentucky, brake maker Bendix Spicer Foundation Brake will open and hire 75 workers.

Mining equipment maker Deister Machine Company will expand in Indianapolis, Indiana, creating 110 jobs.

In Minden, Nebraska, Royal Engineered Composites will expand and hire 30 workers.

In Warsaw, Kentucky, pet food maker FreshChoice Complete Diet Products will open and hire 22 people.

Grain Processing Corporation, a maker of corn products, will expand in Washington, Indiana, creating 16 jobs.

In South Bend, Indiana, molded rubber products maker South Bend Modern Molding will expand and hire 80 people.

In Clark County, Indiana, NIBCO, Inc., a maker of valves and fittings, will expand and add 40 workers.

Retailer Target Corporation  will open a fulfillment center in Memphis, Tennessee, creating 400 jobs.

In Livonia, Michigan, insurance technology firm David Corporation will expand and hire 26 people.

Wood products maker Cox Industries, Inc. will expand and hire 60 people in Orangeburg County, South Carolina.

IT services provider Thomas Automation Management LLC will expand in Carroll County, Virginia, creating 15 jobs.

In Middlebury, Indiana, trailer maker Grand Design RV will expand and create 330 jobs.

Power distribution maker Universal Electric Corporation will expand in Washington County, Pennsylvania, creating 300 jobs.

Auto components maker Haring will open a facility in Hartwell, Georgia, creating 800 jobs.

Fresh produce distributor Castellini Group will open in Clayton County, Georgia, creating 300 jobs.

Kindred Healthcare will expand and hire 500 people in Louisville, Kentucky.

Total Jobs Announcements: 8,153

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis, Indiana:

Office: 317.536.6255

Cell: 317.523.7380

jim@brandaccel.com

Brand Acceleration Web Site

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

What Do You Do When Your Unemployment Rate is Very Low?

Workforce development may not be enough

By: Jim Walton

CEO

Brand Acceleration, Inc.

                    

It’s New Year ’s Day, and as I sit alone in the early morning darkness, I can’t help but think about my many blessings. I’m also reminded of our military personnel who are away from their families during the holidays. They risk everything and we have so much.

Our nation faces many challenges. Foes from faraway places would like nothing more than to see this great nation stumble and fall. Fortunately, the energy and resilience of the American people, with our many liberties, are more influential than any opponent. Through the rugged determination and down-right stubbornness of company leaders and workers across this great nation, our economy is once again rising and generating jobs and prosperity for our people.

Who would have thought, two years ago, that we would be facing a skilled workforce shortage in 2015? Some call it a crisis, but current and prospective employers are shifting their gaze more toward the availability of workforce than just about any location qualifier.

As the economic recovery gathers momentum, some communities face a new challenge, a serious shortage of the most demanded skills. Some argue that there may not really be a shortage, that the real barrier to a qualified workforce may be the willingness of employers to pay higher wages. That’s nothing new, though. Basic capitalistic principles dictate that supply and demand will force wage adjustments.

The threshold, it appears, is at the 5% unemployment rate. Considering the widely-held belief that 4% of the traditional workforce doesn’t want to work, the remaining 1% leaves many communities unable to meet basic employer needs. If your community unemployment rate is near 5%, you may be “at or near capacity.”

A race to educate

As I travel the country, meeting with economic developers, community leaders, and educators, I’ve seen a rapid expansion in workforce development and training programs. Beginning in middle schools and high schools, and continuing in higher education facilities, educators are racing to train welders, CNC operators, warehouse workers, healthcare professionals, and others. Sadly, a few schools are still focusing on low-demand skills that were taught in the past, doing a significant disservice to students and the community. The more successful community colleges and other higher education institutions are those focused on skills demanded by existing and targeted industries.

Workforce attraction may be required

There are times, amazingly, when communities must launch a strategic campaign to attract the skilled workers needed to meet employer needs. We’ve seen a huge jump in such requests at the Brand Acceleration offices. Our approach is to clearly identify needs, along with area growth trends, and then craft a campaign to locate and communicate with prospective employees and residents. Since this is an area where precious resources could be wasted, we often partner with professionals who are experts in workforce trends.

One challenge with a workforce attraction campaign is that it could create an air of desperation that could be off-putting to target audiences. Our message strategists manage the delicate balance between employment and lifestyle messaging, creating an attractive community buzz.

If your area unemployment rate is nearing 5%, then we should talk. It’s better to explore activities now than to wait for a crisis situation when you realize your community cannot meet the basic needs of attrition, an expansion, or attraction project.

Best wishes for an amazing 2015,

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis, Indiana:

Office: 317.536.6255

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 website development firm with a focus on community and economic 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

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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

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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.

Good Economic News - 6-25-13

Good Economic News

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

In Columbus, Indiana, auto parts maker Sunright America, Inc. will expand and add 103 employees.

In Georgia, AT&T will hire more than 1,000 people throughout the state.

Flowserve Corporation, a maker of products for the oil and gas industries, will open a facility in the Lehigh Valley of Pennsylvania, creating 124 jobs.

In Georgetown County, South Carolina, aviation tubing systems maker Davis Aircraft Products will open a new facility and hire 100 people.

In Ft. Wayne, Indiana, mechanical contractor Shambaugh & Son, LP will expand and add 110 employees.

AmpliSine Labs, a technology provider, will expand its operation in Lubbock, Texas, creating 115 jobs.

In Winchester, Kentucky, pharmaceutical delivery provider Catalent Pharma Solutions will expand and add 90 employees.

Elm Services, a mortgage services provider, will expand in Overland Park, Kansas, creating 160 jobs.

A Buyer’s Choice Home Inspection will expand and add 1,000 employees companywide.

In Delaware County, Indiana, DD Danner, LLC, a maker of vehicle mobile power stations, will open a new operation and hire 480 people. Congrats to economic developers Terry Murphy and Traci Lutton.

In St. Louis, Missouri, aerospace giant Boeing will open an information technology center and hire 400 people.

Dayco Products LLC, a maker of automotive components, will expand in Barnwell County, South Carolina, creating 15 jobs.

Magnetation, LLC, a recycling firm, will open a new facility in White County, Indiana, creating 100 jobs.

Cirrus Aircraft, a maker of small airplanes, will expand and hire 105 people companywide.

Automotive lighting firm Magneti Marelli will open a plant in Pulaski, Tennessee, creating 90 jobs.

In Barnwell County, South Carolina, National Beverage Screen Printers, Inc. will expand and add 80 employees.

In Dallas, Texas, retailer Kohl’s will open a customer service center and hire 1,500 people.

In Indianapolis, Indiana, Miller Pipeline LLC will open a new headquarters, adding 48 employees.

Focus Printing Solutions, a producer of products and services for the auto industry, will open a new manufacturing facility in Franklin, Kentucky, creating 10 jobs.

In Meridian, Mississippi, ceiling tile maker CertainTeed will restart production and hire 110 people.

In Iredell County, North Carolina, aviation systems company IOMAX USA will expand and add 35 employees. Congrats to economic developer Robby Carney on a job well done.

In Bristol, Tennessee, U.S. Solutions Group, Inc., a provider of call center services, will expand and create 128 jobs.

The PROS Company, a machine shop, will expand in Lubbock, Texas, creating 29 jobs.

Independent power producer AES Corporation will establish its U.S. headquarters and create 100 jobs.

In Hattiesburg, Mississippi, General Dynamics Information Technology will open a customer support center and hire 1,000 employees.

Automated Motion, Inc., an engineering and manufacturing company, will expand in Lee’s Summit, Missouri, creating 14 jobs. 

In Salt Lake City, Utah, software developer MasterControl will expand and hire 197 people.

SERVECO Chemical will open an operation in Lubbock, Texas, hiring 23 people.

In Danville, Indiana, Bio-Response Solutions, Inc., a waste treatment manufacturer, will expand and add 25 jobs. Congrats to the Town of Danville, Indiana, a Brand Acceleration client, and to economic developer Cinda Kelley-Hutchings.

Meiwa Industries, a maker of auto parts, will establish a new facility in Lewisburg, Tennessee and hire 98 employees.

Fancy Pokket Corporation, a maker of bakery products, will establish a new facility in Lancaster County, South Carolina, creating 68 jobs.

In Grove, Oklahoma, engineering firm Ferra Engineering will expand and create 20 jobs.

In Steuben County, Indiana, container maker LaGrange Products, Inc. will expand and hire 15 people.

USAA, a provider of insurance, banking, and investment services, will expand and add 3,500 employees companywide.

In Louisville, Kentucky, consumer electronics company Gazelle, Inc. will establish a processing center and hire 438 people.

In Springville, Indiana, injection molding manufacturer PRD, Inc. will expand and add 20 employees.

Huntington Ingalls Industries, a shipbuilding firm, will expand and hire several thousand employees companywide.

In Wayne County, Indiana, Maxwell Milling of Indiana will expand and add 5 employees. Congrats to economic developer Valerie Shaffer.

In Anderson County, South Carolina, metal components maker SEKIDO Technology Corporation will expand and create 6 jobs.

In Franklin, Indiana, auto parts maker NSK will expand and create 46 jobs.

In Montgomery County, Pennsylvania, Newtech Dental Laboratory, a maker of dental prosthetics, will expand and hire 33 employees.

In Lebanon, Missouri, electrical component maker Marine Electrical Products will expand and create 15 jobs.

Vision Systems, an aeronautics supplier, will open a new facility in Melbourne, Florida, creating 40 jobs.

Emergency home repair service provider HomeServe USA will expand in Chattanooga, Tennessee, creating 100 jobs.

In Indianapolis, Indiana, file-sharing firm SmartFile will expand and add 30 employees.

Total Jobs Announcements: 11,725 +++

 

 

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 branding, marketing communications,  and public relations firm with a focus on economic development, architecture, engineering and construction.

 

 

 

 

 

8 Simple Rules to Selecting a Marketing Firm

8 Simple Rules to Selecting a
Marketing Firm

Don’t be fooled by shiny objects

While attending the recent spring conference for the International Economic Development Council (IEDC), my friend, and a member of the Brand Acceleration Board of Advisors, Cecilia Harry suggested I develop a checklist that clients could use to best select a marketing communications firm. I love checklists and thought hers was a great idea.

As you might expect, we receive numerous RFPs for our services. Sadly, many are so poorly written that we often can’t figure out just what the prospect wants. We try to be understanding of the fact that RFPs are often written by procurement agents or other non-marketing individuals. So, at Cecilia’s urging, here are a few key considerations that might help:

1. Find a Marketer

A true branding, marketing communications, and public relations partner will think holistically about your needs. Rather than just focusing on tactics such as web sites, brochures, or logos, they will conduct a review of your needs, your audiences, and expectations.

Question to ask: How would you go about developing in integrated marketing plan for my company or community? If he or she hesitates, indicating confusion or a lack of understanding, say good-bye.

2. Seek out a Brand Expert

A true brand expert understands that a brand is not your logo, color, or slogan. These are merely brand stimuli. Your brand is your reputation or promise. For example, when you walk into a McDonald’s or Starbuck’s, you know exactly what to expect. The promise is just that. As long as the company meets or exceeds that promise, the brand is safe.

If, on the other hand, a company has a horrible brand, often as a result of poor quality or service, a new logo will not save it. It will just be a lousy company with a new logo.

Question to ask: What is a brand and what will you do to help us enhance ours? A brand expert will talk about what I’ve just mentioned. The minute he or she starts talking about your logo, or the need for a new one, it’s time to cut and run.

3. Hire a Specialist

If you want an effective marketing effort, you’ll need a partner who already understands your industry and will not require an education in order to be able to help you. Simply using a firm because it has worked with others clients in your industry is no way to select a marcom (marketing communications) firm.

Question to ask: What do (insert audience such as site selectors, buildings administrators, etc.) want to see in our web site, brochures, videos, etc.? If they are unable to quickly and clearly answer that question, move on to the next candidate company.

4. Hire a Web Marketing Expert

When a prospect visits your web site, he or she has very high expectations. For economic developers, the site selection consultant and real estate broker have very specific pages and information they want to see. A trailing spouse has a different list. For AEC (architecture, engineering, and construction) professionals, buildings administrators at higher education or K-12 schools, for example, are looking for something equally specific.

Question to ask: What are the three most important pages my prospects want to see on my web site? Which pages will they visit first, then second, then third? A web marketing expert who specializes in your industry will know the answers. A “web designer” won’t have a clue.

5. Copywriting is Critical

Who’s going to write the copy for your new web site, brochure, ad, or video? Often, the vendor expects you to do this yourself. If that’s the case, run away….fast! Even though you or someone on your staff may be a “pretty good” writer, copywriting is too important to accept “pretty good.” Professional copywriters are wordsmiths who know how to romance readers, painting a verbal picture and moving them to make contact. For web sites, for example, a great writer is a master at writing for search engines such as Google, Bing, and Yahoo, which could mean the difference between a top five and a top thirty-five search ranking.

Question to ask a web writer: How have Google’s Panda and Penguin updates changed the way you write for a web site? Uhhh…Panda….Penguin???? So long.

6. Find a Real Design Professional

Just because someone knows the basics of using design software such as InDesign, Illustrator, or PhotoShop, does not make that person a designer. Referring to yourself as a “web designer” does not make you a designer. Trained and highly skilled designers understand the art and science of using beautiful design to enhance a brand and lead the viewer to action. “Pretty” is not good enough.

Ask this question: Where did you get your design degree? A great answer would be a highly-respected design school such as School of Art Institute of Chicago, Herron School of Art, Southern Crescent Technical College, or the University of North Carolina. Answers such as “I’m self-taught,” or “I have no formal training” should send you running.

7. Great Web Programmers are Difficult to Find

What makes a great web programmer? First, you must understand that programming is a rapidly-changing industry. When you consider the relatively recent advent of web apps, social media shifts, mobile devices, QR codes, and augmented reality, the pressure is constantly on programmers to stay on top of the latest and greatest new thing.

Just within the last couple of years, we’ve seen a huge shift to Responsive Mobile web sites. This means that all web pages are built in multiple sizes and formats, assuring that they are appropriately sized and structured for a visitor’s computer, tablet, and smartphone. Check out this site on various devices.

Ask this question: How have you utilized Responsive Mobile formatting? Show me examples.

8. What’s your Hourly Rate?

This is a question we hear often. The challenge is that we don’t have an hourly rate. Here’s why. Let’s say Joe has an hourly rate of $60 and Mary charges $100. Which is the better deal? Let’s assume that Joe needs thirty hours to complete a project while Mary does the same work in twelve. Now, which is the better deal? Someone’s hourly rate may not tell the whole story. It doesn’t tell the quality of work you should expect (or, maybe it does), the amount of time the work will require, or what the final bill will be. At Brand Acceleration, we offer our clients a “not to exceed” proposal. As long as the scope of work remains the same, they know what to expect on the invoice. We think this is important to know. Regarding price, it’s not our goal to be the cheapest. We simply want to be the best.

Question to ask: What will this project cost? If the response is a random calculation of estimated hours, it may be time to move on.

Finding and hiring an industry-specific branding, marketing communications and public relations firm is serious business. It should not to be taken lightly or done on the cheap. Once you’ve found the right person or team, you should expect a partner who will offer intelligent and well-founded counsel that will grow your brand and generate results. When you consider that landing a project can mean millions of dollars to your company or community, it’s too important to trust to a novice or low-price leader.

By the way, please feel free to call me for the answers to each of the questions. I’ll gladly share.

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

Have a great week,

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis: 317.536.6255

Charlotte: 704:230:0394

Atlanta: 404.474.7980

Fax: 317.222.1425

Cell: 317.523.7380

jim@brandaccel.com

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