Chesterfield Economic Development: Effective Marketing Strategies

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