STRATEGIC MARKETING PLAN Dearborn County Economic Development Initiative An Economic Development Marketing Program for Dearborn County, Indiana
Civic and business leaders in Dearborn County, Indiana, recognized the emerging development potential of their community. Gaming revenues, and the resulting high level of visibility for the county, have created a unique opportunity for the community to exploit its position. A community issues survey in 2002 spawned an effort to create a program that would allow Dearborn County to take control of its destiny. The Dearborn County Economic Development Initiative (DCEDI), a public / private partnership, was created in 2004 to coordinate and expand the community's economic development marketing efforts. The mission / vision of the DCEDI is to raise the level of "wealth" in Dearborn County through the attraction of new business investments and the expansion of existing companies. Goals of the organization include: (1) the creation of new, diverse job opportunities; (2) the expansion and diversification of the local tax bases; (3) the enhancement of the county's image as a location for businesses and residents; (4) the coordination of local resources to facilitate growth and development; and (5) the implementation of a long-term, sustainable marketing program on behalf of all municipalities in the county. The following marketing strategies and tactics have been implemented pursuant to the goals above:
I.
MARKET BRANDING
A.
Corporate Name / Logo Develop a corporate name and/or a corporate logo for the Dearborn County Economic Development Initiative that establishes the mission and purpose of the corporation.
B.
Market Place Identity Develop a market place identity for national/international purposes that encompasses the geographical linkage that the county and the corporation share with the Greater Cincinnati metropolitan area.
C.
Marketing Theme Develop a marketing theme for regional purposes that establishes Dearborn County as a viable and attractive development opportunity within the Cincinnati CMSA.
II.
COLLATERAL RESEARCH
A.
Community Information Database Create a digital and hardcopy database of information on all aspects of the community that is relevant to the corporate decision making process and that meets the IEDC Site Selection Data Standards.
B.
Properties Database Identify and catalog all market-ready properties (sites and buildings) for industrial, office, service, logistical and commercial projects. Also catalog sites with potential for future development
C.
Community Resources Identify the points of contact in organizations and agencies in Dearborn County that offer financial assistance or other resources to various economic development activities.
D.
Data Organization Organize the community and sites information for various presentation modes and for quick response to a range of development inquiries - industrial, office, service, logistical and commercial.
III.
PROACTIVE MARKETING
A.
Website Develop a marketing website, based on the collateral research above, designed for corporate and consulting decision makers with options for generating hard copy materials.
B.
Direct Marketing Calls: 1.
Weekly calls within the Greater Cincinnati area on development companies; commercial realty companies; major construction firms; architectural/engineering firms; public & private economic development agencies; regional utilities; legal firms; etc. to promote Dearborn County.
2.
Monthly trips to Indianapolis to call on statewide development agencies and other statewide prospect sources.
3.
Quarterly or semiannual trips to major domestic market areas to call on location consultants, active prospects, qualified marketing leads and the headquarters of companies with a local presence.
4.
C.
D.
IV.
Create opportunities to make other marketing calls in conjunction with the Indiana Department of Commerce, the Greater Cincinnati Partnership and other agencies or companies with similar marketing interests.
Indirect Marketing Contacts: 1.
Develop a schedule and the collateral materials for email and postal delivery of community information focused on the site location consultants database.
2.
Develop a similar program focused on the membership of various corporate real estate and professional realty groups.
3.
Develop a similar program focused on CEO's and COO's of regional companies suggested by regional marketing calls.
Trade Shows 1.
Secure a display booth, graphic elements and audio/visual equipment to accommodate a variety of trade show configurations.
2.
Promote the location benefits of Dearborn County at selected industry (SIC) specific and real estate development trade shows, as well as other trade show opportunities, created at the state or regional level.
PUBLIC RELATIONS
A.
Familiarization Tours Conduct a program of individualized community tours for consultants, statewide development officials and regional development interests to familiarize them with the location assets of the Dearborn County.
B.
Professional Affiliations Maintain affiliations with and active participation in the meetings of professional organizations with a membership of corporate real estate and facility location decision makers.
C.
Media Placements Seek joint venture, cooperative opportunities with local agencies to develop and place news releases and other editorial copy on Dearborn County in all available print, broadcast and other media.
D.
Name Recognition Advertising Seek joint venture, cooperative opportunities with Dearborn County Chamber of Commerce, Dearborn County Convention & Visitors Bureau, Indiana Department of Commerce and other agencies to leverage the placement of name recognition advertising.
E.
Project Response Team Develop a cadre of board members and/or major sponsors, knowledgeable in the resources of the community, able to respond in person to significant prospects expressing an interest in locating in Dearborn County and to other opportunities of economic development importance.
V.
PUBLICATIONS
A.
Sites & Buildings Profiles Develop and maintain a comprehensive system for printing and distributing aerial photos, site plans and building schematics for all major development opportunities in Dearborn County.
B.
Community Profile Develop a high quality, computer generated community profile of Dearborn County, based on the design and content of the website, to serve a variety of marketing functions.
C.
Data Binder Develop a three-ring binder in which to insert the Community Profile and tabs for additional information specific to the data requirements of any project
VI.
PROPRIETARY
A.
RESEARCH ACTIVITIES
Specific Industry Analysis Contract for the development of one or more specific industry analyses to identify the operating requirements that are generally favorable in Dearborn County; link general categories to specific company names for the purposes of marketing activities described above.
B.
Internal Research Activities Continue to enhance and expand the quality of internal research systems and data bases; expand the opportunities for providing community data through the website, computer disks, "fax-ondemand" and other data download systems for access by prospective investors.