LEADERSHIP SKILLS ANDCOMMUNITY DEVELOPMENT

MARKETING THE COMMUNITYAND MOBILIZING RESOURCES

CHAPTER NO. 7

COMMUNITY?A group of people who live close to one another and are united by common interests and mutual

aid.

Or

A combination of social units and systems which perform the major social functions and the

organization of social activities.

MARKET?A market is a variety of different systems,

institutions, procedures, social relations and infrastructures where by persons trade, and goods and services are exchanged, forming part of the

economy.

It is an arrangement that allows buyers and sellers to exchange things.

Or

MARKETING?The performance of a business activities that

direct the flow of goods and services from producer to consumer.

TYPES OF MARKETING(According to Economic Development Field)

Types ofMARKETING

(EDF)

SOCIETALMARKETING

ECONOMICDEVELOPMENT

MARKETING

a. SOCIETAL MARKETING:

“To determine the needs, wants and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way

that preserves or enhances the consumer’s and the society’s well being.”

b. ECONOMIC DEVELOPMENT MARKETING:

“creating an image in the minds of key company executives who

make expansion decisions; staying in contact with them so

that when the time comes to act, they consider a particular

community; and, finally, ensuring that their business

location needs are fully satisfied.”

COMMUNITY MARKETING

community marketing program is based on two key elements :

Strategic Visioning & Planning

SWOTAnalysis

COMMUNITYMARKETING

a. SWOT ANALYSIS

Strengths

Opportunities

Weaknesses Threats SWOT

ANALYSIS

a. SWOT ANALYSIS Cont…

• Good Utility Cost• Trained Labor force• Highly Productive• Good Service

• Inadequate Transportation• Lack of Buildings• Lack of Industrial Site

• It includes economic Development Potential from an excellent Community.

• It includes the potential closure of a local Plant.

WEAKNESSESSTRENGTHS OPPORTUNITIES THREATS

b. STRATEGIC VISIONING & PLANNING

It involves the following ;

1. What the Community wants to be in future?

2. Does it want to focus on attracting manufacturing and service forms?

3. Does it want to become a “Bedroom” community?

4. Does it rely more on tourism and retail and jobs in surrounding communities to support its residents?

COMPONENTS OF COMMUNITYMARKETING

COMPONENTS OF

COMMUNITYMARKETING

d. Satisfy the Needs & Wants of the Customer

c. Distribute the Message & Create Awareness

a. Define the Product & Message

b. Identify the Audience

a. Define the Product & Message

“Marketing Image” and “Slogans and Logos” are the fundamental part of Defining the Product

and Message.

Defining the

Product&

Message

i. MARKETING IMAGE

ii. SLOGANS & LOGOS

i. MARKETING IMAGE

“The sum of Beliefs, Ideas and Impressions that People (residents, target audience, outside public,

etc.) have of a place.”

EXAMPLE:Alabama (the state of America) enjoyed when Mercedes-Benz (now Daimler Chrysler) decided in the early 1900s to locate its first North American assembly plant in the state. That decision sent a message around the world that a leading global company found Alabama to be a good location for its operations. Any negative Stereotypes in the minds of corporate executives (e.g., that Alabama was a poor, agriculture state with a lack of skilled labor) were refuted by that one location decision.

i. MARKETING IMAGE Cont…

Related toTarget Audience Valid

Believable

SimpleAppealing

Distinctive Marketing Image Should Be

ii. SLOGANS & LOGOS

SLOGANS:These are briefly stated Ideas, Themes, or

“Catchphrases” used to convey a Community’s or area’s image.

LOGOS:These are Graphic or Pictorial images used to help

convey a Community’s Image

b. Identify the Audience

Now, we will identify the Audience for the Development Marketing Campaign.

AUDIENCEExternal Marketing

Audience

Internal Marketing Audience

b. Identify the Audience Cont…

Outside Companies

• Site selection consultants

• Industrial real estate companies

• Others involved in corporate expansion (Recruitment)Lead-

Generating Economic

Development

• State economic development organizations

• Regional economic development organizations

Existing Businesses

• Business retention• Business expansion

Entrepreneurs • New business start-ups

i. External Marketing Audience

Community Stakeholde

rs

• Elected Officials

• Board Members

• Sponsors

Media

• Newspapers

• Television • Radio

GeneralPublic

ii. Internal Marketing Audience

b. Identify the Audience Cont…

c. Distribute Message & Create Awareness

After creating the message and identifying the target audience, the third basic step in the community marketing is to distribute the message and create awareness.

There are different means a community can use to distribute its marketing message and promote itself.

Media Choices include T.V., Radio & Print

ADVERTISING

Local business journals. Chamber of Commerce

Magazines

JOURNAL OR BUSINESS WEEK

Ways to Distribute Message & Create Awareness

Research shows that repeated mailing to a select

audience has a higher response than blanket

mailings.

DIRECT MAIL

Ways to Distribute Message & Create Awareness

It includes• Newsletters• Announcements

E-MAIL

Many communities successfully market

themselves to their target industries at trade shows.

TRADE SHOWS

This is one of the best ways to market a community. Like

visit to the prospects,

PERSONAL CONTACT

Ways to Distribute Message & Create Awareness

It includes the state economic development agency, utility

companies, real estate brokers & developers, site selection

consultants etc.

NETWORKING

Local, regional & state news channels (T.V, radio etc.)

should be regularly sent press releases & contacted to get the community/s name in

publicize events.

PUBLIC RELATIONS

A web site contain testimonials from local

executives, preferably in audio or video format; community pictures; & interactive video “virtual tours” of community.

WEB SITES

• Organizations must keep their focus on attracting and satisfying the needs and wants of the companies, tourists, restaurants, non-profits, or other groups they are trying to attract.

• When making a location decision, most companies refer to a “must have” (or needs) list of key location drivers for the particular project.

• These might include a skilled labor force, low tax rates, low transportation costs, high-quality utilities, or any number of factors.

d. Satisfying the Needs & Wants of the Customer

MARKETING PLANThe Marketing Plan Should Contain :

1. A Mission Statement for the Marketing Plan

2. A Vision Statement for the Community

3. A Situation Analysis (SWOT Analysis)

4. A Description of the Target Audience

5. Marketing Goals and Objectives

6. Strategic Action items to achieve each Objective

7. Budget and Resource Requirements

8. Clearly Defined Staff requirements and positions

9. Clearly Defined responsibilities of participating Organizations & Stakeholders