Communicating the City s Value and Vision
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- Alvin Hunter
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1 Communicating the City s Value and Vision Cities Mean Business Municipal Association of South Carolina June 28, :00 am 12:00 pm Facilitator: Carolyn Sawyer Seminar Outline 9 :00-10:00 Customizing the Message What s your story (vision)? Who s your audience? Who can best deliver the message to your audience? What s in it for them? 10:00 11:00 Delivering the Message Clear (yet, creative) Concise Consistent 11:00-12:00 Mastering the Tools Multi media options Free v. paid press Community building And the results are in.. 1
2 Goals and Objectives Build trust and engage residents and business leaders by communicating the city s value and vision. Determine what messaging works best for your audiences, how often to message and how to measure the results (using valuable communications collaterals developed by the Municipal Association). Welcome to the Municipal Association 2
3 Right Message, Right Audience, Right Time What works best--crystallize your message around your city s vision How often?--plan for execution How to measure the results-effective communications campaign What s Your Vision and the Story You Want to Tell SWOT Strengths- tourism (eco, gardens, B&B, historic sites) college town, knowledge economy, technology innovation Weaknesses- airport, accommodations Opportunities- workforce, cost of living Threats- competition, resistance to change 3
4 Who s Your Audience Residents Business leadership Key influencers Religious organizations City employees Education community State level policy makers What s In It for Them Jobs Increased business Expanded tax base Sustainability Community pride 4
5 Marketing Strategy (Outcomes) Influence the residents/businesses/visitors Increase business activity Engage residents Increased numbers are measurable (federal/state funding, grants, economic development, etc.) Analyze Market Situation Competitive Intelligence What are they doing is it working? How can I learn from it? 5
6 One Page Marketing Plan Situational analysis Goals/Objectives Target Budget Timeline Measurement Positioning Tactics Research target audience perceptions Consumers rarely see your product the way you do Pick your platforms and stick to them Market Analysis Measuring investment with outcome 6
7 Integrating the Cities Mean Business Campaign Produce a positive perception of the value of cities and towns among policy makers and key influencers to encourage their support of South Carolina hometowns in creating the environment for economic development and job growth. Objectives Demonstrate the value of cities and towns by making longterm changes in the attitudes of target audiences by communicating the value and confirming the positive impact cities and towns have on South Carolina. Make direct connections between investment in and value of SC cities and towns and the services/programs they provide to businesses and residents. Illustrate for policy makers and key influencers the challenges and the environment in which city leaders operate. 7
8 Strategies Employ an integrated communications approach with a variety of messengers and targeted channels to influence perceptions and actions. Increase visibility of the value of strong cities among public and private sector organizations that share in the vision of and benefit from a positive perception of cities and towns. Strategies Integrate Cities Mean Business messages into legislative advocacy efforts. Work with cities to incorporate Cities Mean Business messages into their local communications efforts by providing content and resources that best fits their local needs. 8
9 Materials available Ads/visuals Websites/social media sites Community outreach Media relations Advocacy outreach Messages Promoting economic growth Enhancing positive quality of life Encouraging local accountability and fiscal responsibility 9
10 Localized Sample Ads 10
11 11
12 Cities Mean Business Facebook Page 12
13 Cities Mean Business website Five Ideas for "Cities Mean Business" Campaign 1. Make a State of the City address a tradition, and partner with your local chamber of commerce on the event. Municipal Association staff can help local officials put together speeches and ideas. 2.Submit an opinion column about the progress your city or town has made in attracting business, jobs and highly skilled workers to your area. 3. Host a Lunch n Learn with local newspaper reporters with a good meal and basic information about your city or town. 13
14 4. After an election, engage your key influencers to make contact with new and returning House and Senate members to get ready for the legislative session. 5. Invite key influencers to an engagement session at city hall to update them on activities in your hometown. (See page 7 of the Advocacy Guide.) Also, get ideas from them to be proactive with future issues. Association staff can provide a facilitator at no cost. More ideas in the Association s Advocacy Guide at (keyword: publications) Is Your City READY Delivering on the promise Are the look and results consistent with vision? Infrastructure Can your city handle the growth/visitors? 14
15 Is Your City READY Growth requires resource investment Equipment Staffing Know Your Limitations Don t bite off more than you can chew Stick with what you re good at Marketing Plans Should Be.. Goal-oriented accurately reflecting your vision Thorough, yet flexible Easily adapted as conditions change Measureable 15
16 Contact Us Tom Sawyer Company Carolyn Sawyer, President/CEO P.O. Box Columbia, SC Phone: Fax:
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