|
 |
Direct Hit!
|
2006 Marketing
Produces Bottom Line Results
By Dave Kovalak
If you’ve ever questioned the value of integrated marketing, please
take note—the RCGA has tangible proof that a well-planned and well-executed
marketing plan works. How well? For the 12-month period from January
through December (2006), the RCGA saw the following results:
- a
20% increase in qualified prospects vs. 2005
- a
140% increase in in-market visits vs. 2005
- a
106% increase in external client briefings vs.
2005
- 1,600
new jobs
- $82
million in new annual payroll
- $507
million in new capital investment
- 2.3
million square feet of occupied space
|
So what’s driving
these increases? In 2007, the RCGA will conduct follow-up research
to compare awareness, messaging and executive attitudes against
benchmark research conducted in 2005. In the meantime, we have some
pretty good ideas about what’s happening.
Feet on the Street- the only way to close the deal
Sales calls are “where the rubber meets the road.” Based on aggressive
goals established late in 2005—and in tandem with an aggressive
national media relations and advertising campaign in 2006 to implement
the regional brand—the RCGA economic development team packed their
bags and hit the road to preach the gospel according to St. Louis.
The ED team had a lot to talk about and plenty of executives willing
to listen. By year’s end, the team had carried out 137 external
client briefings in 18 markets; managed 11 major prospecting events;
and hosted 58 site visits to St. Louis.
Steve Johnson, senior vice president of economic development had
this to say:
“With a substantial investment in awareness-building activities—media
relations, advertising, collateral, direct mail and a new Website—we
entered 2006 more prepared than ever to hit the streets. External
communications provides great context and credibility for us in
the market place. It helps set the table for an aggressive one-on-one
outreach program.
More visits, new relationships, executing the brand, and a strong
commitment to professional follow-up have resulted in new opportunities
for the region.
I’m confident our five-year integrated marketing commitment is making
a difference to our success now and will continue to do so for years
to come. We want “Greater St. Louis” to be a part of the common
vernacular of decision makers around the country.”
“Hear Ye, Hear Ye”- media relations efforts yield quick wins
If St. Louis is the hero in this story, then the media relations
teams at Fleishman-Hillard (FH) are the authors of the script. Brought
on board in 2005 to assess St. Louis’ brand situation and provide
recommendations, FH is credited with the distinctive St!Louis logo
and the tagline, “St. Louis. Perfectly Centered. Remarkably Connected.”
But the new brand, initially launched in October, 2005, was just
a hint of what would come in 2006.
In 2006, the FH team aggressively pitched St. Louis stories to over
150 targeted reporters around the country. Thanks to their skillful
pitches and follow-up, the region garnered the kind of press you
literally can’t pay for.
By the end of the first quarter, stories began to appear from USA
Today, the Wall Street Journal, Reuters, AP, Knight Ridder,
New York Times, Chicago Sun-Times and National Public
Radio, to name just a few. And while the adage “there’s no such
thing as bad publicity” may be true, good publicity is obviously
a lot better. That’s what the majority of coverage was—great news
on St. Louis. From the revitalization of the region’s central city,
to the emergence of the BioBelt plant and life sciences cluster,
to the winning ways of the World Champion Cardinals, the FH and
RCGA media relations team was on it.
| Here
are a few St. Louis headlines from the national press:
|
“More
Say, ‘Meet me in St. Louis’ as city rebuilds”
–USA Today
“Meet Me in Revitalized Downtown St. Louis” –New York Times
“St. Louis and Its Companies Benefit
from Biotech Push” –Dow Jones
“Pittsburgh, St. Louis offer lessons in branding” –Crain’s
Cleveland Business
“St. Louis’ revival a hit: Detroit could
learn some lessons, experts say” –The Detroit News
“St. Louis ranked #1 in Transportation & Warehousing Work
Force” –Expansion Management
What’s ahead in national coverage for 2007?
You’ll have to read about it, won’t you? |
Advertising positions St. louis to prospects
While the third-party credibility of news coverage is unbeatable,
nothing compares to advertising when it comes to communicating the
brand. The 2006 advertising plan played its role well in 2006. The
RCGA placed national radio and print advertising in/on:
- National
Public Radio (sponsorship tags)
- Sirius
and XM satellite radio networks (in news, talk and sports
programming)
- Executive
business publications: Chief Executive and Bloomberg
Markets
- Vertical
site selection publications: Site Selection and
Area Development
|
Since economic
development success is driven by long-term decision making and a
constant challenge to stay “top of mind” with business prospects,
advertising gets to play the role of year-round continuity. Advertising
covers the “don’t know what you don’t know” factor by being in front
of prospects that haven’t yet identified themselves.
We can easily associate some success from the 2006 advertising plan
from the marked increase in the number of site visits to www.gotostlouis.org.
Starting with the advertising launch in April, website visits have
been tracking 36 percent higher than before the campaign. This is
important, since the vast majority of early location evaluations
take place on the Web—before locations even know they’re in the
hunt.
The 2007 advertising plan will include some adjustments to creative
design and media placement, but the four brand pillars will continue
to concentrate on St. Louis’ advantages of: central location; quality
work force; business-friendly environment; and quality of life.
National advertising in 2007 will feature new St. Louis spots on
satellite radio starring Build-A-Bear’s Maxine Clark, national broadcaster
Joe Buck, and Saint Louis Symphony maestro David Robertson and acclaimed
pianist Orli Shaham. Also, look for new print advertising utilizing
the St. Louis brand platform in national business magazines.
With a strong start and tangible results in 2006, the RCGA looks
for others to hop on St. Louis’ “Perfectly Centered. Remarkably
Connected” band wagon this year. Hang onto your hats!
|
|
|
|
|
|
