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.

The Community Branding Debate Continues

The Community Branding Debate Continues
Just what is an economic developer to do?

It seems that on every social media discussion these days, there is an article about community branding. What is a brand? Is it worth investing in a branding effort? What is the return on investment?

Back in the days of open-range cattle grazing, it was essential for ranchers brand their cattle with a hot iron in order to identify their cattle during a roundup where many ranches were represented. Over the years, and through care and meticulous breeding, some of the ranches established reputations for producing the best beef cattle. Buyers knew that certain ranches (brands) produced better steaks than others.

Just as beef cattle buyers knew one brand from another, they also knew that cattle without a brand were questionable. They had no idea who the real owner was or the quality of the beef they were buying. As a result, it was difficult to sell an unmarked steer. Non-branded steers brought a much lower price at auction.

What is a brand?

Even in the early days of cattle branding, it was common knowledge that the brand was much more than a mark on the hide of a steer; it carried with it the promise of the rancher and the trust of the buyer. It represented a sense of quality and dependability. Some brands were known for their outstanding attributes while others carried a stigma of poor quality. As you can see, your logo, or mark, is not your brand, but a visual reminder of the promise that comes with it.

Why all the discussion about community branding?

I often get calls from economic developers wanting “a new brand.” While I know they are usually talking about a new logo, I have to be mindful of the fact that a new logo has to be the visual representative of the community’s reputation (brand), which already exists. Our job, as marketing communications professionals, is to discover the true meaning behind a community’s brand and then craft images and messages that will effectively communicate a positive and believable message.

Lately, there has been considerable discussion in the economic development industry about the practice of brand development or “rebranding”, a term I seriously dislike. Just as altering the mark on the back side of a scrawny steer won’t turn it into a prime beef steer, a new logo or slogan on a community web site won’t make it a desirable place to do business or raise a family. One of my former employers said it best when he’d say “You can’t shine sh*t.” A dysfunctional community with crumbling streets and lousy schools cannot be fixed with the simple application of a shiny new logo. Site selectors are smart professionals who will see right through such bull (pun intended).

Brand discovery

The first, and probably most important, step toward a successful branding effort is to find out what your brand presently represents. I’m not talking about what you and everyone else in town thinks. I’m talking about what outsiders think, as well. If site selectors, real estate professionals, and c-suite executives disagree with what you and your local constituents believe, then your messaging effort is doomed to fail.

By collecting the opinions of outsiders, you might find that your community’s reputation (brand) is completely different than you thought. For example, someone from New York City might believe that the entire State of Illinois is just like Chicago, just as he or she might assume that everyone in Florida lives by the beach, sipping orange juice. It’s also entirely possible that your community is completely unknown to outsiders, meaning it has no brand at all. This could be good or bad, depending on how you look at it.

Rolling the dice on a new brand

A few years ago, Las Vegas, Nevada, known for gaming, show girls, and a long history of organized crime, attempted to change its image by promoting the city as a family-friendly place to visit. It ran ads including images of smiling children and roller coasters. The problem was that no one believed that about Vegas. After a valiant effort, the campaign was scrapped for the more appropriate “What happens in Vegas, stays in Vegas” campaign. Here’s their latest ad. The lesson they learned was You’ve gotta be who you are.

Change takes time and money

I’ve seen community leaders pay dearly for a new logo and a few street signs, just to discover later that nothing about the area’s reputation has changed in the slightest. Most of these branding efforts fall short of the real work that is required. The problem, often, is that they don’t commit the time and budget required to affect real change. Companies like Nike, Geico, McDonalds, and Walmart ate household names because they invest in media campaigns and repeatedly tell their stories. A community that fails to tell its story to carefully-selected audiences is doomed to remain unknown. A new logo without ongoing marketing communications support is nothing more than expensive art.

What’s a community to do?

Community branding is tricky business. My best advice is to approach the idea of a branding effort very carefully. Don’t fall for the suggestion that a new logo will perform miracles. It won’t. Before moving forward with such an investment in time and money, consider the value of a longer-term, holistic approach; one that you will support with a promotional effort to tell your story.

If you don’t fully understand what a branding campaign will do for your community, slow down and ask a lot of questions. If you’d like to know more, please feel free to contact me. I’ll gladly give you the questions, and my answers.

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

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.

 

Good Economic News 3-12-13

Good Economic News

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

Ascend Performance Materials, a technology provider, will open a new facility in Brazoria County, Texas, creating 100 new jobs.

In Fishers, Indiana, First Internet Bank of Indiana will expand and create 50 jobs.

In Mecklenburg County, North Carolina, shoe retailer Rack Room Shoes will expand its headquarters and add 87 jobs.

South Louisiana Methanol will open a new methanol production facility in St. James Parish, Louisiana, creating 63 new jobs.

Hardware retailer Lowe’s will hire 45,000 seasonal workers.

In Clarendon County, South Carolina, pharmaceutical maker Spirit Pharmaceutical will locate a new facility and create 296 jobs.

In Chicago, Illinois, healthcare provider GoHealth will expand and add 250 employees.

In Harrodsburg, Kenticky, Wausau Paper, a maker of towel and tissue paper, will expand and create 76 jobs.

U.S. Tsubaki Automotive, LLC, a chain technology company, will expand and add 70 jobs.

In Hamilton County, Indiana, insurance company Baldwin & Lyons will expand and create 133 jobs.

In New Hanover County, North Carolina, packaging maker North State Flexibles will expand and add 41 new employees.

In Lansing, Michigan, moving services provider Two Men And A Truck will expand and create 125 jobs.

Recleim, a recycler of appliances and e-waste materials, will establish a recycling plant in Aiken, South Carolina, creating 200 jobs. Congrats to Brand Acceleration client Economic Development Partnership. Hats off to Will Williams and the rest of the EDP team.

In Baton Rouge, Louisiana, Natie USA, a maker of plastic products, will open a new facility, creating 210 jobs.

Crawford Industries, LLC, a maker of plastic packaging, will expand its operation in Montgomery County, Indiana, adding 11 employees.

In Charlotte and Cary, North Carolina, insurance company MetLife will expand and add 2,600 emplyoyees.

In Macomb Charter Township, Michigan, Baker Aerospace Tooling and Machining, a parts and tooling company, will expand and create 188 jobs.

1-800 CONTACTS, a retailer of contact lenses, will expand its operation in Salt Lake City, Utah, creating 654 jobs.

NextGear Capital, an automotive financial services provider, will expand and create 169 new jobs in Carmel, Indiana.

Weight loss program provider Medifast will add 70 employees.

In Memphis, Tennessee, J.M. Smucker Company will open a peanut butter manufacturing facility, creating 125 new jobs.

In Bartlesville, Oklahoma, engineering firm ABB will expand and add 250 employees.

Global Food Group, a provider of food products, will open a new facility in Clinton, Arkansas, creating 225 jobs.

Walmart Stores, Inc. plans to open a distribution center in Mankato, Minnesota, creating 300 new jobs.

In Kansas City, Missouri, Clay and Bailey Manufacturing Company, a maker of above-ground and underground tanks, will expand and create 4 jobs.

Nuclear energy company AREVA will expand its operation in Charlotte, North Carolina, creating 130 jobs.

MasterBrand Cabinets, Inc., a maker of home cabinetry, will expand its operation in Goshen, Indiana, adding 76 employees.

In Matagorda County, Texas, steel pipe maker Tenaris will open a new facility, adding 600 employees.

Cellairis, a provider of cell phone and PDA accessories, will add 680 employees.

In Bradenton, Florida, Motorworks Brewing will open a new facility and add 30 employees.

Steel building maker Nash Building Systems, Inc. will expand its operation in Edgecombe County, North Carolina, creating 29 jobs.

In Cobb County, Georgia, consulting firm Infisys will expand and hire 200 people.

In Monroe, Louisiana, telecom company CenturyLink will open a new technology center and hire 800 employees.

Printpack, Inc., a packaging products company, will expand its operation in Villa Rica, Georgia, creating 20 jobs.

In St. Joseph, Missouri, I&M Machine & Fabrication, a metal fabrication company, will expand and add 25 employees.

In Hampton Roads and Newport News, Virginia, Liebehrr Mining Equipment New Port News Company, a maker of construction and mining equipment, will expand and create 174 jobs.

Sandwich shop Schlotzky’s will expand and add 1,200 employees.

In Surry County, North Carolina, Awesome Products, a maker of cleaning products, will locate a new facility and hire 90 employees.

In Hanover, New Hampshire, Hypertherm, a maker of cutting systems, will open a new manufacturing facility and hire 500 people.

Southern Finishing Company, a furmaker of furniture, will expand its operation in Rockingham County, North Carolina, creating 11 jobs.

In Mexico, Missouri, steel fabrication company Fluid Power Supports will expand and create 15 jobs.

In Cleveland, Tennessee, Renfro Corporation, a maker of legwear, will add a facility and hire 168 new employees.

Theme park Holiday World & Splashin’ Safari, located in Santa Claus, Indiana, will hire 2,100 seasonal jobs.

In Alpharetta, Georgia, tax and advisory services provider Ernst & Young will establish its global IT Center, creating 400 jobs. Congrats to economic developer Peter Tokar.

In Alcoa, Tennessee, ProNova Solutions, a provider of cancer treatments, will expand and add 525 employees.

Lyne Plastics, a recycler and maker of plastic products, will expand in Sedalia, Missouri and create 14 jobs.

In Guilford County, North Carolina, packaging maker North State Flexibles will expand and add 41 new employees.

Bank of America is adding 2,000 employees.

Total Jobs Announcements: 57,977

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.

 

 

 

 

 

Good Economic News, 2-20-13

Good Economic News

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

In Matagorda County, Texas, Tenaris, a maker of steel pipe, will open a new manufacturing facility, creating 600 jobs.

Auto parts manufacturer Nishikawa of America will expand its U.S. headquarters in LaGrange County, Indiana and add 25 jobs.  Congratulations to economic developer Keith Gillenwater.

Midwest Veterinary Services will open a veterinary and biomedical research facility in Pottawatomie County, Kansas, creating 18 jobs.

In Clarksville, Tennessee, auto parts maker Akebona Brake Corporation will expand and hire 94 new employees.

D.H. Pace, a provider of doors, will locate its headquarters in Olathe, Kansas and create 280 jobs.

In Conway, Arkansas, internet technology company Inovu, Inc. will open its headquarters and hire 50 people.

In Cleveland County, North Carolina, KSM Castings, a maker of light metal casting products, will open a facility and create 189 jobs.  Congratulations to economic developer Kristin Fletcher.

In Natchez, Mississippi, von Drehle, a provider of paper products, will locate a manufacturing operation and create 100 new jobs.

Schrader Electronics, a maker of tire pressure monitoring systems, will expand its Springfield, TN facility and create 76 jobs.

Microsoft Corporation will expand its data center in Mecklenburg County, Virginia and create 30 new jobs.

In Blair County, Pennsylvania, specialty chemical maker Albemarle Corporation will expand its operation and add 20 jobs.

In Chattanooga, Tennessee, medical device maker Hollywog, LLC, will expand and add 22 new employees.

bioMerieux, Inc. a manufacturer of medical instruments, will expand its operation in Durham County, North Carolina, and create 44 jobs.

Roberts Ventures, LLC, a provider of emergency cleanup services, will establish a regional headquarters in London, Kentucky and create 10 jobs.

Telamon Corporation, a provider of telecommunications products and services, will open a new facility in Kansas City, Kansas, creating 28 jobs.

AirWatch, a provider of mobility products, will expand its headquarters in Atlanta, Georgia and add 800 new employees.

In Paducah, Kentucky, NRE Acquisition Co., LLC, a maker of locomotives and railway equipment, will expand and add 25 employees.

In Marion County, Indiana, tool supplier Hahn Systems, LLC, will expand and add 20 employees.

Automotive manufacturer Huf North America will expand its operation in Greene County, Tennessee and create 100 jobs.

Huhtamaki North America, a manufacturer of food packaging, will open a distribution center in Batavia Township, Ohio, and generate 237 jobs.

Newly Weds Foods, a maker of food ingredients, will open a facility in northern Kentucky, creating 115 jobs.

In Greenville County, South Carolina, a fastener manufacturer will open a new facility and hire five people.

Cutting tools manufacturer SC Tool, Inc. will expand its operation in Greenville County, South Carolina and generate 30 new jobs.

Genesis Products, Inc., a maker of wood products for the recreational vehicle industry, will expand in Elkhart County, Indiana and create 100 jobs.

In Birmingham, Alabama, home retailer Home Depot will hire 450 people.

In Peachtree City, Georgia, animal feed ingredient maker Calpis America, Inc. will open its U.S. headquarters and create 42 jobs.

In Merrillville, Indiana, healthcare financial firm Horizon Financial Management, LLC, will expand and create 216 jobs.

In Baton Rouge, Louisiana, Genesis Energy will make improvements and hire 50 people.

In Tulsa, Oklahoma, brazed plate heat exchangers manufacturer SWEP will open a new facility and create 75 jobs.

Rose Fabricating and Industrial Solutions, LLC, a maker of custom machinery, will expand its operation in Covington, Tennessee and add 25 new jobs.

In Bowling Green, Kentucky, Apla, Inc., a maker of plastic packaging, will establish a manufacturing operation and create 72 jobs.

Pearl IRB, LLC, a life science consulting firm, will expand its operation in Indianapolis, Indiana and create 38 new jobs.

Container maker Norton Packaging, Inc. will open a new manufacturing facility in Monticello, Georgia and generate 90 new jobs.

In Covington, Kentucky, Westpak, a bottle decorating and packaging company, will open a manufacturing facility and create 62 new jobs.

Auto parts supplier US Tsubaki Automotive LLC will expand its operation in Portland, Tennessee and create 70 new jobs.

Online retailer Amazon will open three fulfillment centers in Texas in the cities of Coppell, Haslet, and Schertz, adding 1000 jobs.

In Gibson County, Indiana, auto parts supplier Vuteq USA, Inc. will expand its operation and generate 93 new jobs.

Awesome Products, Inc., a maker of laundry products, will locate a facility in Mt. Airy, North Carolina and create 90 jobs.

Proctor and Gamble, a manufacturer of consumer products, will expand its operation in Greensboro, North Carolina, and add 200 jobs.

Total Jobs Announcements: 5591

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.

 

 

 

 

 

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

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.

Finally, It's Our Turn

Finally, It’s Our Turn

New web sites are sometimes a must

One of the challenges of being a busy marketing and public relations firm is that it seems nearly impossible to get any work done for ourselves.  Since we started Brand Acceleration in 2006, we’ve had the same website and almost no collateral materials.  We’ve talked about and planned for a new website for years, but whenever I asked about the status of our new site, I was reminded of the backlog of client work.  I would often be asked, “Who comes first – Brand Acceleration or paying clients?”  In our office, everyone knows that clients always come first and it’s difficult to argue with that. 

The cobbler’s children have no shoes

While the origin of this phrase is unknown, it’s a very common phenomenon that business people put the needs of their clients ahead of their own.  I’ve seen owners of auto body shops that drive rundown, rusty old trucks while doing beautiful work for their customers and I’ve visited the home of a professional plumber where the pipes leaked.  I guess it’s a common occurrence, and Brand Acceleration is no different.  Even though our website was very nice when we launched the company, it was clearly no longer representative of the company today.  Our client list and portfolio was nearly non-existent when the site was built, potentially doing more harm than good.  We desperately needed a change.  I would cringe anytime someone said, “I looked at your website.”

When it came time to get serious about a new Brand Acceleration website, we had to do some much-needed evaluation of the company and its core businesses.  From day one, we’ve been committed to being completely focused on two industries – economic development and AEC (architecture, engineering, and construction).  These are industries we love and ones in which we know we can make a difference. 

On the economic development side, we knew our clients and prospects would want evidence that we deeply understand their industries and audiences.  Our new website would have to provide evidence that we will be a valuable resource to communities looking to us for marketing support. 

For AEC firms, we would need to demonstrate that we are capable of doing much more than designing a pretty brochure or website.  We would have to show that we are just as committed to their target industries as they are.  That’s why we attend end-user sessions and often conduct meetings and conference calls with owners, facility managers, and building administrators.  We feel it’s our responsibility to know these industries so well that we bring our clients solid counsel that helps them be better marketers. 

Finally, it's our turnWhen launch day finally came, we had created a new Brand Acceleration website that was not just meant to show off how cool or creative we are, but one that would demonstrate that our team is the ideal marketing communications partner.  Made up of highly-skilled strategists, writers, designers, programmers, public relations experts, and project managers, the Brand Acceleration team is crazy passionate about one thing – generating results for our clients. 

Our new site is clearly segmented into our areas of specialization.  It also has an area where visitors can see featured projects that show our creativity and how we think and serve the needs of our clients.  There’s a testimonial area where visitors can see what our clients and friends have to say about us.  Many thanks to each featured person.  We’re deeply grateful for your kind words and friendship.

If you want to check out my qualifications as a marketer and a professional speaker, check out the Brand Coach section.  I often speak at economic development and AEC conferences and meetings and would be honored to be considered for your needs. 

Check it out!

After years of stalls, delays, and procrastination, the cobbler’s children finally have new shoes.  The new Brand Acceleration website is live and looking good.  I encourage you to visit it and check us out.  We’d love to be your marketing communications and public relations partner.  Please feel free to give us a call to discuss how we might be of service. 

I’d like to hear your opinion.  Just click here to jump in and leave your comments. 

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.

Good Economic News - June 5, 2012

Good Economic News

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

In Grand Rapids, Michigan, MedDirect, Inc., a health care services provider, will open a new facility and create 300 new jobs.

Agero, a provider of connected vehicle services, will open a call center in Montgomery County, Tennessee, creating 500 jobs.

Mossberg Industries, a maker of plastic products, will expand its operation in Dekalb County, Indiana, creating 15 new jobs.

In Grayson County, Kentucky, New York Blower Company, a maker of fans and blowers, will open a new facility and hire 125 people.

Financial giant Citi will hire 1,000 military veterans.

Calumet Specialty Products Partners, LP, an oil refiner, will expand its headquarters in Indianapolis, Indiana, creating 48 new jobs.

Amazon.com plans to open two distribution centers in New Jersey, creating 1,500 new jobs.

Mohawk Industries, a maker of floor coverings, will expand its operation in Chattooga County, Georgia, adding 500 new employees.

Franklin Precision Industry, Inc., a supplier of auto parts, will expand its operation in Franklin, Kentucky, creating 100 new jobs.

Federal-Mogul Friction Products, a provider of powertrain and safety technology, will expand its operation in Orangeburg County, South Carolina, creating 40 new jobs.

In Buncombe County, North Carolina, keycard maker Plasticard Locktech International will expand and add 42 new employees.

In Lexington, Kentucky, telecom services provider Xact Communications will establish its US headquarters and hire 20 people.

In Lafayette, Indiana, Subaru of Indiana will expand its operation and create 100 new jobs. Congrats to economic developer Jody Hamilton.

In Muskegon, Michigan, Muskegon Castings Corporation, a maker of die castings and plastic products, will expand and add 55 employees.In

Lexington Kentucky, ceiling fan maker Big Ass Fans will expand and add 150 employees.

SEW-Eurodrive Inc., a maker of gear motors, will expand its operation in Spartanburg, South Carolina, creating 40 new jobs.

Penske Truck Leasing will add 600+ new employees nationwide, mostly military veterans.

WNS Limited, a provider of business services, will open a new operation in Richland County, South Carolina, creating 300 new jobs.

In Ada, Michigan, Amway Corporation will build a new facility and add 200 new jobs.

Dana Holdings Corporation, a supplier of parts to the auto industry, will expand its operation in Paris, Tennessee, creating 49 new jobs.

In Elkhart, Indiana, Automotive Climate Control, a maker of AC and heating equipment, will expand and add 40 employees.

In Jeanerette, Louisiana, Metal Shark Boats LLC will expand and add 100 new employees.

In Effingham, Illinois, Heartland Dental Care, a dental services organization, will expand and create 175 new jobs. Congrats to economic developer Todd Hull.

Nucor Fastener Division, a maker of nuts and bolts, will expand its operation in Dekalb County, Indiana, adding 30 employees.

In Southfield, Michigan, Credit Acceptance Corporation, a provider of auto financing, will expand and add 274 new employees.

Cookware maker Le Creuset will expand its facility in Hampton County, South Carolina, creating an undisclosed number of jobs.

In Elizabethton, Tennessee, The Highlands Group, a recycler of plastics, will open a new facility, creating 34 new jobs.

Philips, a provider of phones, will add 900 jobs companywide, mostly military veterans.

Tech Services Corporation, a provider of customer experience solutions, will open a call center in Hopkinsville, Kentucky, creating 700 new jobs.

Chemway Holdings, a chemical packaging company, will expand its facility in Franklin, Tennessee, creating 15 new jobs.

Whayne Supply Company, a distributor of construction equipment, will expand its operation in Vanderburgh County, Indiana, adding 50 employees.

Center Manufacturing, a metal stamping company, will expand its operation in Byron Township, Michigan, creating 80 new jobs.

In Lexington County, South Carolina, Avtec, Inc., a communications technology company, will build a new facility and hire 25 people.

The American Red Cross will add 1,400 people to its organization, mostly military veterans.

In Louisville, Kentucky, Norgren, Inc., a provider of pneumatic and fluid controls, will open a service facility and hire 22 people.

Huntington Foam, LLC, a maker of foam molded products, will expand its facility in Greenville, Michigan, creating 30 new jobs.

Total Jobs Announcements: 9, 559

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.