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Training Course: Economic Development Marketing & Attraction

Date: October 12 - 13, 2017

Location: Chapel Hill, NC


This course is held in partnership with University of North Carolina at Chapel Hill.


» Agenda
» Instructors
» Certification
» Accommodations/Training Location
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This hands-on course will review the fundamentals of developing and implementing a high-impact marketing and attraction plan. Businesses looking to locate or expand need accurate, up-to-date, and credible information and communities need rock-solid marketing techniques to reach the needs of the business community. Course participants will be able to learn how to craft their community's message by learning about online marketing fundamentals, website design, and current trends in foreign direct investnment. Participants will also explore various mediums of communication, including how to best utilize social media and other technologies as economic development marketing tools. Case studies and will highlight the dos and don'ts of economic development marketing and attraction.

 

Course Highlights:

• Identifying target audiences using data-driven techniques
• Developing a community marketing plan and brand
• Garnering internal and external support for the marketing campaign
• Engaging social media and website design to target new markets
• Making the most of your foreign direct investment efforts
• Benchmarking, evaluating, and monitoring the marketing plan

 

Agenda

October 12

8:00 - 8:45 am

Registration

8:45 - 9:00 am

Welcome and Introductions

9:00 - 9:45 am

Overview of Economic Development Marketing
Marketing is a tool that helps promote economic growth and development in a community. This session will highlight the economic developer's role in developing and implementing a marketing plan, and the different targets of economic development marketing.

9:45 - 10:00 am

Break

10:00 - 11:00 am

Positioning Your Community and Finding your Niche
Each community, no matter location or demographics has its strengths and weaknesses. Identifying both and being able to play off the strengths is key to setting yourself apart. In this session, participants will learn how to find those things that make your community unique and how to best communicate your position in today's complex marketplace.

11:00 am - 12:00 pm

Developing the Marketing Plan and Metrics for Success
All communities market themselves whether or not they have developed a marketing plan. A marketing plan helps to ensure that you are making a positive impact and are making effective use of available resources, staff and financial capabilities. It provides a guide for all marketing activities and is an important part of an overall economic development strategy. This interactive session will address how to set realistic goals and objectives, to develop strategies that support your marketing goals, and to how to measure the success of your initiatives.

12:15 - 1:15 pm

Lunch on your own

1:15 - 2:30 pm

Branding
A brand is the perception held of your place by your marketing efforts' audience, whether site selectors, corporate buyers, entrepreneurs, or tourists. Like it or not, your town or region already has a brand - positive, negative, or wholly indifferent. Participants will learn about the components of brand, its importance to economic development, and how you can improve or change it.

2:30 - 2:45 pm

Break

2:45 - 3:30 pm

Talent Attraction
Skills, experience, education, and ideas are the leading driver of economic growth today. It's no surprise that leading economies today compete as much for highly educated workers as they do for businesses, a in what is sometimes called the "war for talent." Instructors will explore the means to attract and retain skilled workers, from overseas marketing and hiring missions to "deeper" strategies such as entrepreneurship development and placemaking.

3:30 - 4:15 pm

Foreign Direct Investment
In recent years, international economies have grown rapidly, and foreign businesses have grown in lockstep. Now, these companies often wish to expand into the United States, to take advantage of this country's huge, wealthy market, as well as American specialties such as our universities, venture capital, and protections for intellectual property. Attendees will first learn about key drivers of foreign direct investment in the United States, and then shift focus to FDI attraction techniques including advertising, using international business networks, and undertaking trade missions, including the resources and tools available to successfully carry out these techniques. The session concludes with a discussion of solutions to FDI pitfalls such as language, culture, and regulation.

 

October 13

9:00 - 9:45 am

Websites
A website is often the first contact someone has with a community, organization or company and is arguably the most important marketing tool in today’s world. In this session, participants will learn about the key components of a highly effective website and how to best ensure your message and brand are being communicated online.

9:45 - 10:45 am

Online Marketing and Lead Generation
Online marketing goes beyond a website. This session will explore the vast opportunities to be had when an organization takes on a marketing strategy that includes the targeted, measurable, and interactive promotion of a community, state or region. Participants will also learn how to use digital technologies to reach and convert leads into customers and retain them is key in today's competitive atmosphere.

10:45 - 11:00 am

Break

11:00 am - 12:00 pm

Social Media
Communication and marketing isn't what it used to be. Today you have many channels to reach your audience. This session will focus on communications using social media. Topics will include changes in how communication is happening, who is now doing the communicating, where conversations about your communities are happening, and how you can successfully use social media to engage your targets. Topics will include major social platforms.

12:00 - 1:00 pm

Lunch on your own

1:00 - 2:00 pm

Case Studies
This session will lead participants through a series of case studies that recap and illustrate the concepts discussed throughout the course. Case studies will include:

• Rural/Small Community Marketing for Success
• Regional Marketing for Success
• Branding
• Online marketing and lead generation

2:00 - 4:00 pm

Group Interactive Session: Creation of a Marketing Plan
You've learned the pieces; now put that knowledge to work. In this session, participants will work in groups to create a marketing plan for a community and share the results.

4:00 - 4:30 pm

Q & A, Wrap Up and Certificates

 

* Agenda subject to change

**PLEASE NOTE: In order to receive full IEDC certification credit for this course and a certificate indicating course completion, participants must attend the entire course and stay through the final session on the last day. Please make travel plans accordingly.**

 

Instructors

Guillermo Mazier
CEO
Atlas Advertising

Guillermo Mazier is the CEO for Atlas Advertising, niche economic development marketing and technology firm that helps economic developers effectively reach site selection and prospect audiences while generating the greatest gains in economic development recruitment, retention, and investor activity for the lowest cost.

An innate passion for places, culture and economic development has afforded Guillermo the opportunity to traverse the globe and view the world through different lenses. With a strong background in international business and development, Guillermo has developed tactical marketing programs, corporate communication strategies and messaging across multiple campaign engagements in various parts of North America and throughout the continental US. His work on marketing engagements for both public and private sector organizations has been recognized by various University organizations, The Ministry of Tourism for the State of Limon, Costa Rica and the American Lung Association in Colorado where he currently serves on the Board of Directors.


Susan Brake
Vice President
Development Counsellors International

With more than a decade of marketing and branding experience, Susan is in charge of developing and implementing marketing plans for cities and states across the United States. Susan currently helps to manage the Denver office and serves as a lead strategist onnational economic development marketing plans for such clients as Metro Denver Economic Development Corporation, Source Cincinnati, Iowa Economic Development Authority, Wake County Economic Development and the Port of Long Beach.

Susan is also the lead digital strategist on all economic development clients including the Netherlands Foreign Investment Agency, and provides tools and counsel DCI teams need to implement digital tactics on behalf of clients. In addition to client service, Susan manages DCI's overall digital marketing efforts including Economic Development's 40 under 40 award and the content marketing strategy for DCI's website.

 

Certification

  CEcD logo

This course meets the professional development requirements for the Certified Economic Developer (CEcD) exam. CEcDs earn recertification credits for participation.

 

Accommodations/Training Location

Hampton Inn and Suites
370 E. Main St. Unit 100
Carrboro, NC 27510
919-969-6988

Room Rate: $149
Cut off date: Sept. 13, 2017

 

Registration

 

By Sept 1

Sept 2 - 29

*After Sept 29

IEDC Member

$490

$630

$650

Non-member

$640

$780

$800

Full Time Student**

$105

$125

$145


*Walk-in registrations will be accepted. Full payment must be made on-site in order to attend the course.

** Copy of current transcript required.

 
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Refunds less a $60 cancellation fee will be issued for all cancellations received in writing to fax: (202) 223-4745 or email: prodev@iedconline.org at least 10 business days prior to the course - please allow 3-4 weeks. All registrations regardless of payment status are subject to the $60 cancellation fee. No refunds or credit transfers to a future course will be issued for cancellations received within 10 business days of the course. Telephone cancellations are not accepted. Attendee substitutions for a course may be made at any time prior to the course.