Learning Journal Community Development 4 (MARKETING THE COMMUNITY)



Marketing Definitions

  • General marketing
    • The performance of business activities that direct the flow of goods and services from producer to consumer” (American Marketing Association 2007). This is a broad, consumer product definition of marketing.
  • Societal marketing
    • “ To determine the needs, wants and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well being” (Kotler 1991: 26).
  • Economic development marketing
    • “Creating an image in the minds of key company executives who rarely make expansion decisions; staying in contact with them so that when the time comes to act, they consider a particular community; and, finally, ensuring that their business location needs are fully satisfied.”

Component of Marketing

Community marketing may be divided into fourbroad steps:

1.     Define the product and message. 

2.     Identify the audience.

3.     Distribute the message and create awareness.

4.     Satisfy the needs and wants of the customer

Define the product and message.

Gives the community a foundation on which to base effective community strategic planning and visioning. 

Compare their economic development strengths and < weaknesses with those of other communities (can more effectively to chart a direction for future growth and development)

 

Why must we define the product and marketing message? (to create an effective marketing Image) 

Acommunity marketing image: The sum of beliefs, ideas and impressions that people (residents, target audience, outside public, etc.) have o a place” (Kotler et al. 1993:141)

  • Marketing Image

A marketing image should be:

    • Simple
    • Valid
    • Believable
    • Related to the target audience
    • Appealing
    • Distinctive (not just another great place to live)
    • Work and play
  • Slogan and Logos

May be used to communicate a community's image and rise above the marketing clutter of hundreds or thousands of other communities.

  • What Image do these slogans create in your mind?

1.     Mississippi: Yeah, We Can Do That!

2.     Michigan: The Future is Now 

3.     Seattle: Leading Center of the Pacific Northwest The Alternative to California 

4.     Fairfax County, VA: The Nation’s Second ’ Most Important Address

5.     Atlanta, Georgia: Center of the New South

6.     Henderson County, NC: Smart Business Location With a Metropolitan Blue Ridge Lifestyle 

 

Identify the audience.

 

This audience includes (External): 

 

1.     Outside companies, site selection consultants, industrial real estate companies, and others involved in corporate expansion (recruitment). 

2.     Lead-generating economic development organizations (e.g., state and regional economic development organizations, utilities). 

3.     Existing businesses already in the community (business retention and expansion). 

4.     Entrepreneurs (new business start-ups). 

 

Audience that can be referred to as internal: 

1.     Community stakeholders (e.g., elected officials, board members, sponsors). 

2.     Media (newspapers, TV, radio). 

3.     The general public.

Distribute the message and create awareness.

Ways to promote and market a community for economic development include: 

1.     Advertising 

2.     Direct mail 

3.     Email 

4.     Trade shows 

5.     Personal contact  

6.     Networking 

7.     Public relations 

8.     Websites

  • Suggestions For Effective Economic Development Website
    • Don’t bury the economic development website in a municipal, chamber, or other website. At most, locate the economic development page one link away from the home page.
    • Orient your economic development website toward external users (prospects). Don’t make users wade through chamber banquet announcements. 
    • Keep the information up-to-date. Old data give a bad impression and may contribute to eliminating your community from consideration. 
    • Liven it up w th graphics, pictures, and videos; however, keep it accessible to lower speed connections. 
    • In marketing materials, encourage people to visit the website. Good marketing materials are essent’al to effect vely promote a community.
  • Tools

Tpes of marketing materials include: 

    • Brochures
    • Postcards and other brief mailings 
    • Community profiles
    • Audiovisual presentations 
    • Promotional items
    • Newsletters
  • DIRECTIONS

The marketing plan should contain:

    • A mission statement for the marketing plan and a vision statement for the community.
    • A situation analysis (SWOT analysis summary).
    • A description of the target audience (industries and companies).
    • Marketing goals and objectives.
    • Strategic action items to achieve each objective.
    • Budget and resource requirements.
    • Clearly defined staff requirements and positions.
    • Clearly defined responsibilities of participating organizations and stakeholders.

SATISFYING THE NEEDS AND WANTS OF THE CUSTOMER

    • Development organizations must keep their focus on attracting and satisfying the needs and wants of the companies, tourists, restaurants, nonprofits, or other groups they are trying to attract.
    • When making a location decision, most companies refer to a “must-have” (or needs) list of key location drivers for the particular project. These might include a skilled labor force, low tax rates, low transportation costs, high-quality utilities, or any number of factors.
    • They usually have a “want” list that might include a low cost of living, good education, recreational opportunities, and so on

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