Branding and Marketing.
Your Marketing Road Map to Success.
How you allocate your marketing resources – both your time and money – can make the difference between a successful and not-so-successful EDO.
We bring the deepest knowledge of economic development marketing, along with both analytical research and award-winning implementation experience. Yet, we take a zero-sum approach to every plan we develop. That is one of the hallmarks of an original Ady Advantage marketing plan: fresh thinking backed by real-world, results-driven experience.
Your marketing plan is all about choices: who to target, how to reach them, and what messages to use. We’re your choice for economic development marketing.
Once a prospect arrives, what materials do you need to market your community and sites? Ady Advantage can put together the packet for you, including business cases tailored to each prospect if desired. We can also coach you on how to lead the meetings and site visits for the best outcomes.
Asset Mapping/Competitive Positioning.
In order to cut through the clutter, we need to answer the question of what’s relevant and differentiating about your location – beyond a great place to live, work, and play. We use asset mapping to bridge the economic assets, quality of place, and competitive environment to carve out your unique positioning.
Before you invest a lot of time and money in your new website, have our team of experienced experts take a look. We’ve analyzed over 200 economic development websites and can provide succinct, actionable input. We can expand that to a complete marketing audit, including social media, inbound marketing, and other marketing tactics, to help ensure that you are directing your marketing resources in the best way to meet your goals.
We are expert in how site selectors evaluate locations, and the implications for what information needs to be included on your website and how it needs to be organized. Because of our expertise, no two websites we design ever have the same navigation. Your region is unique; your website should be, too.
Whether electronic, physical, or a combination, we have the creative chops to reach site selectors and other hard-to-reach audiences with your message.
A brand is not just a logo. A brand should be what you want people to think about you when you’re not there! We’ll help you articulate this through our in-depth branding process that uncovers your unique story, brand platform, and graphic standards.
Marketing to Site Selectors.
Have you ever wondered which of your attempts to reach site selectors are really working and which are equivalent to spitting in the wind? As recipients of over 6,000 marketing communications directed to site selectors, we can show you what the best EDOs are doing, and give you tips for what works best based on your own goals and objectives.
Site selectors and other audiences have unique requirements in terms of both the content they require and how they like to receive it. Ady Advantage is uniquely qualified to create content that cuts through the clutter, whether you require regional profiles, property listing information, or information on target industries and business cases.
Once we’ve zeroed in on a specific target, we can take it to the next level by orchestrating a lead generation campaign designed to bring company prospects into your region. This service is often bundled with pitch packets.
Our marketing plans provide detailed blueprints of exactly who you should be reaching, with what messages, and how. We also include timelines, budgets, and flight schedules. Marketing plans are frequently a component of our economic development strategic plans.