1. Economic Development Marketing: 5 Strategies for Success
West Virginia economic development council
WV Capitol Rotunda
Ashton Allison
September 24, 2018

2. 5 Strategies for Success
AGENDA
Introduction
National Trends
Marketing Trivia
5 Strategies for Success
Twin Falls trail – Twin Falls State Park – Marsh Fork Falls

3. INTRODUCTION

4. We design strategies that will support your community’s
THEORY INTO PRACTICE
We design strategies that will support your community’s
vision for the future.

5. SERVICES Economic Development Strategic Planning Workforce Assessment
Target Industry Analysis
UT Tower

6. TIP STRATEGIES
Founded in 1995, we have over 20 years of experience in over communities across 38 states & 4 countries.
Three principals with a total staff of 12.
Committed to holistic thinking & sustainable development.
Austin & Seattle offices with global reach.

7. CURRENT PROJECTS
Chocktaw Nation (OK) – Economic Development Strategic Plan
Corning, NY – Economic Development Strategic Plan
Delaware Prosperity Partnership – Strategic Operations Plan
El Paso, TX – Workforce Analysis – IT Cluster
Forsyth County, GA – Economic Development Strategic Plan
I-41 Corridor (WI) – Regional Economic Strategy
I-68 Regional Economic Partnership (MD, WV) – Target Industry Study
I-77 South Carolina Economic Alliance – Workforce Profile
Lewis County, WA – Talent Strategy
Milwaukee Tech Council – Technology Sector Impact Analysis
Shelton, WA – Economic Development Strategic Plan
Tampa, FL – Talent Strategy
Travis County, TX – Economic Development Strategic Plan

8. OUR FRAMEWORK
Talent
Innovation
Place

9. National trends

10. The Geography of Jobs
Net Job Gains/Losses by Metropolitan Statistical Area
TIP Strategies

11. Manufacturing Skills Gap
SCREENING
WAGES
DEMOGRAPHICS
Manufacturing Skills Gap
AUTOMATION
POLICIES
IMAGE
TRAINING
TIP Strategies

12. DISRUPTIVE TECHNOLOGY
MANUFACTURING
HEALTH CARE
DISRUPTIVE TECHNOLOGY
John A. Rogers, University of Illinois, F. Seitz Materials Research Laboratory
Google
ENTERTAINMENT
TRANSPORTATION

13. Image credit: Uber OTTO autonomous driving truck by Steve Jurvetson via Wikimedia Commons (CC BY 2.0)
Uber OTTO autonomous driving truck by Steve Jurvetson via Wikimedia Commons (CC BY 2.0)

14. 2016 EMPLOYMENT (# JOBS) IN US
Selected industries/occupations affected by autonomous driving
943.2K
Taxi drivers, chauffeurs, & bus drivers
3.3M
Truck & delivery drivers
206.1K
Automotive Equipment Rental & Leasing
1.8M
Car dealership & automotive parts stores
476.3K
Direct Property & Casualty Insurance Carriers
Source: – QCEW Employees, Non-QCEW Employees, and Self-Employed

15. (AS A % OF TOTAL RETAIL SALES)
U.S. E-COMMERCE SALES
(AS A % OF TOTAL RETAIL SALES)
A trend line we know is happening and we can have confidence in.
How do we take advantage of this knowledge.
Sources: US Census Bureau
TIP Strategies

16. Marketing trivia
Trivial Pursuit

18. 5 strategies for success
Bobby Fischer th Chess Olympiad, 1960 in Leipzig

19. 1
S.I.M.B.Y.
(Start in my backyard)

20. Implementing Partners
WHO’S IN MY BACKYARD?
Existing Businesses
Implementing Partners
Twin Falls Trail
Residents

21. The Short List
Source: Amazon.com

22. Nurture your Identity and image2
Nurture your Identity and image

23. Identity & image Conduct an image perception survey
Create a unique brand & positioning statement
Unify messaging among community entities

24. Promote brand to decision makers3
Promote brand to decision makers

25. Leading Sources of Information Influencing Executive Perceptions of Business Climate Comparisons
Source: Development Counsellors International (DCI), Winning Strategies in Economic Development Marketing 2017

26. Most Effective Marketing Techniques
Source: Development Counsellors International (DCI), Winning Strategies in Economic Development Marketing 2017

27. Establish and monitor online channels4
Establish and monitor online channels

28. Digital do’s and don’t’s
Linkedin
Wikipedia
Contact Info & Incentive Information

29. 5
Identify & engage
influencers

30. Active online and followed by target audience
Key influencers
Active online and followed by target audience
Push content to them
FollowerWonk & Klout

31. Re: key influencers

32. Economic Development Marketing Strategies for Success
S.I.M.B.Y.
Nurture your identity and image
Promote brand to decision- makers
Establish & monitor online channels
Identify & engage key influencers

33. ?
QUESTIONS

34. THANK YOU! 2905 San Gabriel Street Suite 205 Austin, TX 78705
Image Credit :Austin_Texas by Ed Schipul via Flickr (CC BY-SA 20)