Business Marketing Initiative

OVERVIEW

The GOED Business Marketing activities are focused on promoting Utah as a premier global business destination

The marketing activities work to brand the State of Utah and promote it as a business friendly place where companies can grow and prosper The State also markets Utah as a prime location for company relocation and expansion, particularly in high-growth industry clusters GOED marketing efforts position the Utah “brand” and build awareness of GOED services for in-state businesses including international market opportunities

In contrast to states such as New York and Michigan, which have considerably larger business promotion budgets, GOED’s approach is to make targeted marketing investments to support high-growth opportunities

Business Marketing strives to efficiently and effectively support and promote key GOED efforts, most notably: • Strategic industry clusters • In-state business services

• Global branding • Corporate recruitment • Governor’s Business Ambassador program

In the strategic industry cluster arena, Business Marketing pursues an integrated promotional approach that combines advertising and public relations in industry trade publications, online branding, trade show exhibits, and social media outreach In FY2013, the majority of this budget targets the vertical markets of Life Sciences, IT/Software, Aerospace/Defense, and Outdoor Products From full-page ads in Medical Products Outsourcing to joint exhibits with the Economic Development Corporation of Utah (EDCUtah) at the Game Developers and Association of Unmanned Vehicles and Systems International conferences, the strategic industry cluster effort seeks to build awareness of Utah’s strengths in these important markets

For in-state business services in FY2013, GOED plans to deploy print and online promotional channels to expand awareness of what is available statewide to help existing Utah businesses grow Business Resources Centers, the Procurement Technical Assistance Center, Technology Commercialization and Innovation Program grants, International Trade and Diplomacy, and other services are among those to be promoted

A key facet of Global Branding is integrating GOED’s business efforts with that of the Office of Tourism and the Film Commission whose larger budget to brand the state for tourism provides some excellent opportunities to promote the positive business environment One example is joint sponsorship of the Sundance Film Festival, which attracts thousands of out-of-state and international visitors to Utah and which provides a platform to promote the state’s business and quality of life assets Another is the planned addition of business-related advertising to the Office of Tourism’s campaigns in the Southern California market, an effort that in turn supports the corporate recruitment effort

In corporate recruitment, Business Marketing supports EDCUtah’s outreach to the site selector community Site selectors are consultants who advise large corporations on potential expansions and relocations To reach these critical contacts, GOED is running ads and online promotions in several site selector-specific publications such as Business Facilities and Site Selection magazine Site selectors are also invited to various GOED-sponsored business and tourism events around the country

Launched in 2011, the Governor’s Business Ambassador Program is an outreach effort that targets C-level business executives and other influencers around the country and provides them with tools they can use to help promote Utah business advantages to their peers On a number of the Governor’s out-of-state trips, GOED has hosted small private gatherings that provide the Governor a “bully pulpit” to tout Utah’s successes, business climate, and potential for business expansion The program also includes an event tied to the Sundance Film Festival, which in the past has included site selectors, out-of-state private investors, foreign trade representatives, and other key contacts An ongoing social media campaign to the Business Ambassadors strives to keep awareness of Utah’s advantages high

Connect to GOED’s social media channels here: business utah gov/GOED/ about/socialmedia

For additional information about the Business Marketing Initiative visit business.utah.gov or contact Michael O’Malley, Marketing Director, at momalley@utah.gov or 801-538-8879