1. Marketing and communications overview
November 1, 2018

2. MARKETING AND COMMUNICATIONS MANAGES A MULTI-FACETED MARKETING PROGRAM
Integrated marketing communications
Utilize multiple strategies to promote Virginia’s brand to targets (e.g. c-level executives, site selection consultants)
These strategies and tactics inform and influence targets’ perceptions about the Commonwealth in order to improve Virginia’s reputation and increase consideration of the state for business investment
Integrated marketing communications include print and online marketing materials, the sponsorship of events and conferences, familiarization tours, direct mail and , social media campaigns, and targeted advertising

3. A COMPREHENSIVE MARKETING PROGRAM INCLUDES SEVERAL CORE ELEMENTS
Integrated Marketing Communications Activities to Increase Awareness and Improve Perceptions of Virginia as a Place for Business
Advertising (digital and/or print)
Earned media in target industry publications
Social media
Familiarization Tours
Best-in-Class Branding, Materials, and Content to Drive Consideration of Virginia
Website with sophisticated tracking and analytics
Targeted direct mail
Lead Generation and Qualification Activities to Identify Potential Projects
Site consultant cultivation
Calling campaigns based on industry research and intelligence
Sales activities by foreign representatives
In-market call trips and Governor missions
Lead Conversion
High quality, professional, branded presentation materials and RFI/RFP design and content
Project Cultivation to Drive a Choice for Virginia
Social and earned media related to the announcement
Announcement content incorporated into marketing materials (e.g. website)
Announcement
(Project Conversion)
Support that Cultivates C-Level Enthusiasm for Virginia
Utilization of business champions in marketing campaigns and activities as well as at critical junctures of the project cultivation process

4. MARKETING AND COMMUNICATIONS INTERNAL STAFF
Lori Melancon
Vice President
Marketing and Communications
Grace Porter
Marketing Associate
Blair Gutermuth
Manager, Marketing
Kevin Miller
Director, Marketing
Meaghan Green
Communications Specialist
Suzanne Clark
Director, Communications
Danni Neal
Graphic Designer
Kelly Spraker
Director, Events

5. THE MARKETING AND COMMUNICATIONS TEAM SUPPORTS FOUR CRITICAL COMPONENTS OF MARKETING VIRGINIA FOR BUSINESS (1/4)
Brand managers develop marketing materials that communicate Virginia’s advantages for business
Collateral development to support lead generation and project management activities
Website management and maintenance; including lead tracking
Advertising development and management (limited based on funding)
Social media communications
Direct mail and communications with site consultants and prospects
GEICO, Fredericksburg 4

6. The communications team manages VEDP’s relationship with the media
THE MARKETING AND COMMUNICATIONS TEAM SUPPORTS FOUR CRITICAL COMPONENTS OF MARKETING VIRGINIA FOR BUSINESS (2/4)
The communications team manages VEDP’s relationship with the media
Cultivation of trade and industry media to encourage coverage of Virginia for business, including target industries and rural Virginia
Implementation of multiple inbound FAM tours for trade and industry media
Press announcements and events for Virginia’s business development wins
ADP, Norfolk 5

7. THE MARKETING AND COMMUNICATIONS TEAM SUPPORTS FOUR CRITICAL COMPONENTS OF MARKETING VIRGINIA FOR BUSINESS (3/4)
Event managers work with stakeholders to promote Virginia at conferences and special events both inside and outside the Commonwealth
Execution of conference sponsorships and events
Management of conferences and events hosted in Virginia
The Port of Virginia 6

8. THE MARKETING AND COMMUNICATIONS TEAM SUPPORTS FOUR CRITICAL COMPONENTS OF MARKETING VIRGINIA FOR BUSINESS (4/4)
Staff supports the site consultant cultivation program in conjunction with Business Investment
Tracking of consultant relationships
Conducting some 1:1 briefings with consultants
Managing in-bound consultant FAM tours
2018 FAM Tour, New River Valley 7

9. VEDP LAUNCHED NEW COLLATERAL MATERIALS AND WEBSITES ON JUNE 18, 2018
Lidl US, Arlington 8

10. NEW COLLATERAL INCLUDED MATERIALS FOR BOTH VEDP STAFF AND OUR PARTNERS
Identity system
Report templates
PowerPoint templates
One-pagers (e.g. incentives, International Trade flyers)
Templates
Industry brochures (available in September)
Rolls-Royce, Prince George County 9

11. VEDP WEBSITES HAVE BEEN RE-DESIGNED AND NEW ONLINE TOOLS DEVELOPED
VEDP.org is completely re-designed with new content:
Key Industries
Incentives
Case Studies
International Trade
Online tools have also been improved:
Sites and Buildings Search
How Virginia Compares
New tools include a searchable marketing resources database for VEDP staff and partners
ExportVirginia.org has also been refreshed
Intertape Polymer Group, Danville 10

12. VEDP WILL IMPLEMENT A BASIC INTEGRATED MARKETING PROGRAM BASED ON LIMITED FUNDING IN FY19
Focus
Strategy
General
Perception
Rural Virginia
Target Industries
Site
Consultants
$1.7M Budget
($ million)
Envisioned Activities
Create best-in-class marketing materials to articulate advantages for business for each of the Commonwealth’s target sectors and regions.
High
Medium
.55
Continue to upgrade materials and website (incl. lead gen. and resource tools); develop custom materials for rural VA and target industries including company testimonials
Leverage creative, paid marketing placements to increase awareness and improve perceptions of VA among C-level executives and top site selectors.
.15
Limited funds available for this strategy in FY19. Implement search engine optimization (SEO) and search engine marketing (SEM) program
Strategically place paid media to raise the profile of rural VA as a business destination.
No funds available for this strategy in FY19
Develop and place messaging to position VA as a business location of choice for target sectors.
Sponsor and host events and conferences to raise awareness of VA’s advantages for business. .2
Recruit an industry/site selector conference to VA (could be for future fiscal year); sponsor and host events for targets in conjunction with partners
Host FAM tours for influencers (e.g. site selection consultants, industry media) to experience VA first-hand. .3
Implement a robust inbound FAM tour program for consultants (15-20 events) and media (3 events) in conjunction with partners
Utilize direct mail, , and social media to communicate with core targets and influencers about VA’s business climate strengths. .5
Deploy direct and targeted social media campaigns as well as pitch stories to earn media; implement a limited direct mail and (paid) social media campaign to communicate VA’s advantages for business, launch a quarterly magazine in 2019

13. VEDP WILL IMPLEMENT A DIRECT EMAIL AND SOCIAL MEDIA CAMPAIGN TO HIGHLIGHT VA’S ADVANTAGES
Targets
Strategy/Topic*
Site Consultants
Select Prospects
Industry Media
series on sites
Important sites for regions
Mega sites
VirginiaScan improvements X
Manufacturing series and social media posts (Twitter, LinkedIn)*
Business climate
Sites
Workforce/Talent
Case Studies
Assets
Quotes
Rankings
Information Technology series and social media posts (Twitter, LinkedIn)*
Corporate Services series and social media posts (Twitter, LinkedIn)*
Supply Chain series and social media posts (Twitter, LinkedIn)*
Unmanned Systems series and social media posts (Twitter, LinkedIn)*
Holiday cards
Direct mail postcards for major wins, rankings announcements*
Sponsor s containing Virginia content with publications
(e.g. Area Development and Site Selection) *
Quarterly magazine (launch in CY19) that highlights Virginia’s business climate and advantages across multiple industries and regions
* Contains content about rural Virginia
Frequency will vary by sector and amount of content

14. Key contacts for Marketing & Communications inquiries
For any and all media inquiries and press release questions
Suzanne Clark – Primary Contact
Meaghan Green - Secondary contact
For advertising inquiries & website questions
Kevin Miller
For event inquiries
Kelly Spraker
For marketing material requests, social media, or marketing resource database questions
Blair Gutermuth
For general M&C strategy info and consultant outreach questions
Lori Melancon

15. Thank you