Atlas Advertising CEO and TIP Strategies Principal Jon Roberts discuss Economic Development Marketing and the Future of Jobs in this webinar. Topics include Job Creation, the Economy, Economic Development Marketing, and more.

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2. Your hosts
Ben Wright Guillermo Mazier Jon Roberts
CEO, Atlas Advertising Strategy, Principal,
benw@atlas-advertising.com Atlas Advertising Tip Strategies
www.twitter.com/atlasad guillermom@atlas-advertising.com jon@tipstrategies.com
www.twitter.com/atlasad www.twitter.com/tipstrategies
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3. About Atlas Advertising
Atlas Advertising is a niche economic development marketing and technology firm that
helps economic developers reach local, national and international prospect and site
selection audiences. Atlas’ economic development solutions and websites have been
named among the best in the country by the IEDC and Angelou Economics, and have
won awards regionally from business to business marketing organizations.
Atlas has worked with 90+ different economic development clients in 43+ US states and 6
countries. Our approach and experience means that our campaigns generate an average of
three to ten times the response of other campaigns.
Featured clients:
– Denver South EDP
– State of Ohio
– Charleston County, SC
– Omaha, NE
– San Francisco, CA
– Webster City, IA
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4. About TIP Strategies
Privately owned economic development and workforce consultancy based in Austin, TX
17 years of experience in over 100 different communities across the country
Featured Clients: Greater Phoenix Chamber, City of Las Vegas, Puget Sound
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5. View the slides, continue the
dialogue
• Continue the Conversation:
– Follow us on Twitter:
www.twitter.com/AtlasAd
– Tweet questions using hashtag
#AskAtlas
– Join Next Gen Economic
Development Marketers LinkedIn
Group
• View and share the slides with
your colleagues (available now):
http://bit.ly/fQB6hC 5

6. Questions we will answer
• What is the “Future of Jobs”?
• Whose job is it to create jobs?
• What can economic developers do to create value?
• What is the Role of Economic Development Marketing in the
future of Jobs?
• How can you track the value of your economic development
marketing efforts back to jobs?
• How can you implement high performing marketing programs in
your own communities?
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8. WHOSE JOB IS IT
TO CREATE JOBS?

9. THE PRIVATE SECTOR?

11. THE PUBLIC SECTOR?

13. DOES A HEALTHY
ECONOMY
REQUIRE JOBS?

14. REAL GDP PER CAPITA VS. CIVILIAN LABOR FORCE PARTICIPATION RATE

17. WHAT ARE THE WHAT ARE THE CONDITIONS
CONDITIONS UNDER WHICH UNDER WHICH
JOBS ARE CREATED? VALUE IS CREATED?

18. PEOPLE WITHOUT “JOBS”
CAN STILL ADD VALUE

19. What is the “Role of Economic
Development Marketing in the
Future of Jobs?”
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20. So what should we be
focusing on?
• Attracting and retaining
firms?
• Attracting and retaining
top flight workforce,
including freelancers?
• Attracting and retaining
entrepreneurs?
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21. What does marketing look like for attracting firms?

22. What does marketing look like for attracting workforce?

23. What does marketing look like for attracting entrepreneurs?

24. Is your community prepared to
be relevant in the following?
• Attracting and retaining firms?
• Attracting and retaining top flight workforce,
including freelancers?
• Attracting and retaining entrepreneurs?
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25. We are not sure EDO’s
should be choosing one path.
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26. How do firms choose locations?
Factor % Important
Ability to recruit workforce 86.4%
Access to technical/scientific workers 83.3%
Low overall cost of doing business 69.6%
Pro-business tax/regulatory climate 62.5%
Financial incentives from communities 62.1%
Access to senior management talent 59.1%
Proximity to a research university 54.5%
Access to national or international air service 53.6%
Quality or fit of specific real estate 53.6%
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27. What does workforce value?
According to polls,
Americans no longer define
the Dream as “peace, a
home and family, religious
freedom…” Now, they long
for “a good job.”
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28. What do entrepreneurs value?
1. Customers
2. Financing
3. Workforce
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29. We would argue that your marketing
should consider each of these audiences.
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30. What role does economic
development marketing play
in this ecosystem?
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31. Marketing as efficient
information exchange:
• Each audience requires different information, all of
which are hard to compare and require interpretation
• Marketing helps firms, entrepreneurs, and workforce
understand:
– Workforce composition
– Cost structures
– Firm composition
– Quality of life indicators
Do you use today’s tools to understand just
how much information you create is being
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consumed?

33. Marketing as assisting audiences
in making comparisons
• In economic development,
we tend to stop at trying to
be relevant, and we forget
to be unique.
• What about your
community is truly
different from other
communities?
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34. Comparing communities is difficult –
are you making it easier?

35. Marketing as helping your
audiences understand you.
• The most used content
area (after find
properties and
companies) is “About
Us.”
• Why is this?
– How many of your
spouses or friends
understand what you do
every day?
David Petr, Executive Director, Winter
35 Haven EDC

36. Defining
High Performance
Economic Development When the
Goal is a Successful Ecosystem
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37. What “High Performance
Economic Development” is
• It is the first measurement of the
outcomes (Inquiries, jobs, capital
investment) that EDO’s create
on this scale.
• It proves the ways we make a
difference, and in some cases,
the ways we don’t.
• It can help drive your strategic
and marketing planning using
actual outcomes, instead of
activities, using national
benchmarks as your guide.
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38. ED Success: Benchmarked
Results by Population Size
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39. The Framework:
Your Economic Development Brand
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42. Tactics and Strategies From the
Top Performers?
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44. How Can You Implement High
Performing Marketing Programs in
Your Own Communities?
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45. Measure something
Get the report:
http://www.slideshare.net/wright040
5/atlas-high-performance-economic-
development-white-paper
Take the survey to
participate:
http://atlas-
advertising.com/Community-
Benchmarking-Study.aspx 45

46. So, What Do We Measure?
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47. How can we For information, call:
implement high
performing
marketing programs
in our own
communities? Guillermo Mazier
Business Development,
Atlas Advertising
guillermom@atlas-advertising.com
47 www.twitter.com/atlasad

48. Putting High Performance Into
Practice: The Steps
1. Benchmark your community – get a
baseline.
2. Cut through the clutter: Set goals and
Plan for Performance with your board
and stakeholders.
– Website visits
– Inquiries / Conversations
– Jobs Announced
– Capital Investment Announced
3. Implement the basics, plus additional
tactics that your organization can
support.
4. Adjust to improve your execution.
5. Report out and celebrate your results.
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49. Plan for Performance.
1. Get buy in from your leadership
and stakeholders on a few key goals.
Push hard to track the following:
a. Awareness: Website visits
b. Conversations / inquiry
c. Jobs Announced
d. Capital Investment Announced
2. Set a marketing plan that drives
those goals.
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50. Celebrate your success!
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51. Chat your Answer:
What is one thing that you
learned in today’s webinar?
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52. Q+A
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54. JON ROBERTS
TIP STRATEGIES
jon@tipstrategies.com
TIP Strategies
106 E. 6th St, Suite 550
Austin, TX 78701
tipstrategies.com