chesterfield economic development: effective marketing strategies
DESCRIPTION
Effective Economic Development Marketing: High-Touch & High-TechTRANSCRIPT
Effective Economic Development Marketing
High-Touch & High-Tech
August 2011
Effective Economic
DevelopmentMarketing Strategies
Combine a comprehensive online presence with personalized face to face service.
Most Effective Strategy
Out of Town MeetingsWith Businesses & Consultants
Business Attraction Program
๏ Office — Corporate headquarters and finance, securities and insurance firms
๏ Life sciences — R&D and pharmaceutical manufacturing๏ Information technology — Data and digital communications๏ Advanced materials — Materials and chemical manufacturing๏ Advanced manufacturing — Highly automated technology
driven manufacturing๏ Wholesale, distribution and logistics — Food and non-
food products๏ Aviation — Manufacturing and service companies๏ Retail — Market to unique developments๏ Food — Manufacturing and packaging
Target Marketing Sectors
chester!eld
Business Expansion & Business Retention Program
๏ Business Start-Up Assistance
๏ Workshops and Seminars
๏ Site Selection Assistance
๏ Permit Process Guidance
๏ Access to Capital
๏ Procurement Opportunities
๏ Business Counseling
Small & Minority Business Development
Internet Marketing
Site Selectors Use the Web First
√√√√√√√√√√
Demographic reportsLabor forceLand/sites and buildings inventoryMapsStaff directory and contact informationMajor industries or business/industry clustersInfrastructureMajor employersIncentivesQuality of life
Ten Most Important Features in anEconomic Development Website
Chesterfield’s Web Site 1996
Chesterfield.gov 2011
ChesterfieldBusiness.com 2011
To be competitive, an economic development organization needs to deliver its content through as many channels, and to as many target audiences, as possible.
Target MarketMicro Sites
Content Channel
Aviation
FlyChesterfield.com
Small Business
MyBusinessStartsHere.com
Desktop, iPad & Mobile Versions
Food Processing
ChesterfieldFoods.comComing Soon
Tourism(Destination Marketing)
VisitChesterfieldVA.comComing Soon
Economic development communications are moving toward multi-channel mobile delivery.
Social MediaMarketing
Content Channel
Twitter.com/ChesterfieldBiz
ChesterfieldBusiness.com/Blog
ChesterfieldBusinessNews.comComing Soon
ChesterfieldBusiness.com/YouTube
Example VideoUptown Alley Groundbreaking
Tying Traditional Marketing Materials to
the Web
Content Channel
Existing Community Profile
Future Community Profile
?
QR Code on MTP Brochure
Measuring Usage & Results
Content Channel
Sample Version of ‘Dog & Pony Show’
for Community Organizations
GATEWAYS & CORRIDORS
L I F E L I N E S F O R C O M M E R C I A L D E V E L O P M E N T I N C H E S T E R F I E L D
BUSINESS STARTS HERE
WHAT’S HAPPENING
IN OUR LOCAL ECONOMY
WHAT’S HAPPENING
IN OUR GATEWAYS & CORRIDORS
WHAT’S HAPPENING
WITH OUR BUSINESS PROGRAMS
WHAT’S HAPPENING
In OurLocal Economy
In OurGateways & Corridors
With OurBusiness Programs
WHAT’S HAPPENING
JOBS & BUSINESSES
• Jobs in Chesterfield
• 113,924 jobs (4th Qt. 2010)
• Increase of 2,482 (from 1st Qt. 2010)
• Businesses in Chesterfield
• 7,498 businesses (4th Qt. 2010)
• Increase of 123 (from 1st Qt. 2010)
ECONOMIC DEVELOPMENT RESULTS IN FY10-11
• New Announced Investment: $142.7 M (+112%)
• Announced New Facilities: 8 projects
• Announced Expansions: 3 projects
• Announced New Jobs: 721
• Existing Industry Calls: 150
• Active Prospects: 154
In OurLocal Economy
In OurGateways & Corridors
With OurBusiness Programs
WHAT’S HAPPENING
GATEWAYS AND CORRIDORS
WESTERN MIDLOTHIAN GATEWAY
BON SECOURS
WESTERN MIDLOTHIAN GATEWAY
PLAZA AZTECA MEXICAN RESTAURANT
WESTERN MIDLOTHIAN GATEWAY
SHOPPES AT WESTCHESTER
WESTERN MIDLOTHIAN GATEWAY
CENTRAL MIDLOTHIAN CORRIDOR
CENTRAL MIDLOTHIAN CORRIDOR
THE MILLWORKS AT THE GREEN
CENTRAL MIDLOTHIAN CORRIDOR
T.J. MAXX & HOMEGOODS
CENTRAL MIDLOTHIAN CORRIDOR
COSTCO AT WOODLAND CENTER
WESTERN HULL STREET CORRIDOR
WESTERN HULL STREET CORRIDOR
HANCOCK VILLAGE
WESTERN HULL STREET CORRIDOR
DICK’S SPORTING GOODS
WESTERN HULL STREET CORRIDOR
PEARSON HONDA
WESTERN HULL STREET CORRIDOR
UPTOWN ALLEY
MEADOWVILLE GATEWAY
I-295 INTERCHANGE CONSTRUCTION
MEADOWVILLE GATEWAY
ETTRICK GATEWAY
CHESTERFIELD AVE. ENHANCEMENTS
ETTRICK GATEWAY
In OurLocal Economy
In OurGateways & Corridors
With OurBusiness Programs
WHAT’S HAPPENING
BUSINESS FIRST CHESTERFIELD OUTREACH ONGOING
START A BUSINESS WEB PORTAL LAUNCHED
SHOP CHESTERFIELD FIRSTCAMPAIGN CONTINUES
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http://bit.ly/CED2011