Targeted Marketing and Recruitment
“Perception is reality” is not just an old public relations maxim – it plays out daily in the economic development arena. In a world inundated with information, we must ensure that our message is clear, consistent and compelling: The Rockford Region’s star is rising in the global marketplace. In order to fulfill that promise, we must invest more heavily in targeted research, public and media relations and marketing capacity.
Targeted Research and Messaging.
At any given time, there are some 15,000 communities vying for a limited number of corporate locations. The stakes are high and second chances are rare. We will engage the best target industry research available, mine the data to understand our competitive strengths and weaknesses and craft our services and marketing messages to be specific and compelling for each of these target industries: Transportation Equipment Manufacturing and R&D, Aerospace, Industrial Machinery Manufacturing and R&D, Logistics & Distribution, Back Office / Call Centers, Metals Manufacturing and R&D, Food Processing, Chemicals Manufacturing, Plastics Manufacturing, Alternative Energy and Professional and Business Services.
Consistent Penetration in Target Audiences.
We will maintain consistent communication and marketing contact among site selectors, developers, corporate decision-makers and international foreign direct investment targets. We will use trade shows, membership in professional organizations and industry events to enhance relationships, knowledge and penetration in targeted sectors.
Focused Media Relations.
Among the sources of information that corporate executives use when making a location decision, objective media coverage and peer referrals rank highly. We will pursue positive media coverage in carefully selected outlets locally, nationally and internationally.
Website That Performs.
Ninety percent of site location research is now conducted online, typically before any direct community contact is made. That means our internet presence must be state-of-the-art, responsive to the needs of site selectors and continually updated to keep it user-friendly and effective.
Proposed 5-Year Budget: $2,850,000
Performance Measures:
- 1,500 (of 5,000) in net, new primary jobs recruited, 2008-2012
- $840 Million (of $2.8 Billion) in new wealth for the Rockford Region (Gross Metro Product)