MarComm

OVERVIEW

GOED Marketing and Communications (MarComm) is the voice of Utah to the business world . Integrated marketing activities promote Utah as a premier global business destination and portray the state as a business friendly place where companies can grow and prosper . We also highlight Utah as a prime location for company relocation and expansion, particularly in high-growth industry clusters . GOED MarComm’s efforts build awareness of GOED services for in-state businesses including international market opportunities . Major focus areas include: clusters, corporate recruitment and relations, instate business services, online/general marketing and global branding . Tactical promotional tools range from print and online advertising, social media, events, sponsorships and related public relations . The MarComm team serves as an in-house “job shop” supporting other GOED departments and their public awareness and promotional needs .

In Fiscal Year 2015:

Public Relations

The team issued 105 press releases for the year, with one third of this number focused on incentives activity . Accolades, international activities, and major events were other significant topic areas .

Governor Herbert poses with GOED’s Vicki Varela and key leaders and stakeholders at the July 2015 Governor’s Tourism Roundtable.

More than 100 interview requests were addressed, that resulted in coverage in the New York Times, the Economist, local Utah TV stations and more . The team orchestrated several press events including Daylight Saving Time, Zenefits, U .S . Chamber of Commerce and Thumbtack . In addition, the team placed six articles and 10 advertorial pieces in various publications such as special sections in Forbes and Site Selection .

Events

MarComm supported 60 conferences and exhibits throughout the year, including signature events such as the Governor’s Economic Summit, Outdoor Recreation Summit, Utah Global Forum, Governor’s Women in Business roundtable, and Venture Capital Conference . In aggregate these events reached audiences in excess of 40,000 .

Online Marketing

To support transparency as well as awareness efforts, GOED MarComm maintains active web, social media and email communication channels . The business . utah .gov website, which includes searchable databases for corporate recruitment and an up-to-date news room, anchors these efforts .

Chris Warner, mountaineer and CEO of Earth Treks Climbing, delivers the keynote presentation at the 2015 Governor’s Economic Summit.

Web visitors increased approximately 11 percent year over the year from 127,135 in FY2014 to 141,134in FY2015 . Page views were essentially unchanged, at 372,046 in FY2014 vs . 371,226 in FY2015 .

Through an increased use of “promoted posts,” social media followers increased 61 percent year over year from 5,450 in June 2014 to 8,467 in June 2015 . An average of 42 posts/tweets a month promoted events and services, and highlighted trends and economic accolades .

Monthly emails to general business and software/IT contacts (approximately 8,300 contacts all told) extended awareness-building efforts . The Governor’s Utah Business Ambassadors (UBA) program contact list expanded from 448 in FY2014 to 556 In FY2015, and recipients received monthly emails throughout the year .

Clusters

The team was instrumental in supporting the launch of cluster initiatives such as the Utah Aerospace Pathways Program, the Utah Search and Rescue Assistance card, the Utah Broadband Outreach Center’s locate .utah .gov website, and Technology Commercialization and Innovation Program promotion .

Corporate Recruitment

Through variety of promotional efforts, MarComm assisted GOED’s recruitment partner, the Economic Development Corporation of Utah (EDCU), in engaging with large companies and site selection consultants . These included development and placement of 21 print ads including a Forbes special section . On the event side, GOED Business Marketing collaborated with EDCU at major trade shows including ICSC (retail), AUVSI (aerospace/defense), SAMPE (advanced composites) and site selection consultants (IAMC) .

GOED print and online advertising generated 155 inquiries – more than double the prior year’s 75 leads . These inquiries were passed to EDCU and related offices for evaluation .

In-state Business Services

Eight print and two radio ads with Utah-based publications and stations promoted Business Resource Centers and other GOED services . A total of 28 sponsorships drove awareness with stakeholders and out-of-state business visitors . Key efforts included the Utah Technology Council, Sundance Film Festival activities, Utah Private Equity Summit, Wayne Brown Institute and Utah Hispanic Chamber of Commerce .

In addition, the team produced 100 GOED senior management public presentations to local business and community groups . These presentations routinely cover the range of services GOED offers .

Global Branding

Working with the Salt Lake City office of MRM//McMann, Marketing Communications developed an IT talent recruitment campaign launched in July 2015 . The campaign includes digital ads, a landing page, video, public relations and social media .

Internal Support

Throughout the fiscal year, the MarComm team provided design, event and communications support to 16 different GOED programs . This activity represents more than 400 individual requests .

Larry Coughlin, general manager of Boeing Salt Lake, speaks at the launch event for the Utah Aerospace Pathways program, September 24, 2015.

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

For additional information about internal and external communications, contact Michael Sullivan, Director of Communications mgsullivan@utah.gov or 801-538-8811