1. Marketing Ourselves Skills & Strategies to Tell Our Story How to Handle Agenda-Driven Groups 2013 Annual Professional Development Conference

2. Marketing to a Tough Crowd Members, Partners, Opponents, Challengers and the Usual Suspects. 2013 Annual Professional Development Conference

3. Set Your Timers O 30 min: Marketing Like a Pro O 25 min: Marketing to the Tough Crowds O 20 min: The Crowd Turns Tough (Q&A)

4. Who is Allison Development Group? o Full Service Marketing Firm o Small Business o Brand Specialists o Digital & Traditional Players o Strategic Communicators

5. Who is Erica Allison? o Business Owner o Mom o Marketing Pro o Foodie + Craft Beer Enthusiast o Communicator o Runner

6. Who cares? O Clients O Community O Partners O Competition O Detractors O Vendors O Lenders O Family O Friends They are ALL the same. And they ALL care.

7. Marketing Begins With… Smart

8. Understanding O Who you are and what you do…BEST.

9. Understanding O What matters MOST to the people you serve.

10. Understanding O Goals Differ O Results Matter

11. Marketing Includes Smarter

12. Research & Data

13. Research & Data: Self Search Your Name Here…

16. Research & Data: Secure Search https://encrypted.google.com/

17. Your Name Here… Research & Data: Google Alerts

19. Research & Data: Cross Channel Communication

20. 1. Pick up phone. 2. Grab a coffee.

21. Marketing Means Using the Data to Drive Marketing Even Smarter

23. Using and Understanding Data: Google Analytics Key Words Traffic Sources Visitor Location Landing Pages

24. What just happened?

25. What do you do with the data? O Change your tune O Adjust your message O Reflect changes across all platforms

26. Solidify Your Brand

28. Hit the Message Up Front This Council is about Economic Development!

31. Move Quickly & Boldly

32. The Marketing R&D Hot List Self Reflection: Opportunities & Challenges Outside Evaluation: Opportunities & Challenges O Google Yourself - routinely O Google Alerts O Google Analytics O Cross Channel Comm O Surveys, Emails, Social Media O Google Others – routinely O Google Alerts O Coffee Talk O Show Up

33. Rinse & Repeat

34. Marketing to the Tough Crowds A Case Study: GroWNC

35. Project Overview What: O HUD Sustainable Communities Grant (2010) O Economic prosperity, quality growth, and sustainable development How: O Existing plans and strategies O Extensive public involvement >> Solutions Who: O Land of Sky O Consortium to guide and facilitate + Community to lead Where: O Western NC: Buncombe, Haywood, Henderson, Madison & Transylvania counties

36. Timing is Everything

37. Who are we talking to here? What are we saying?!?

39. What’s in a Brand ? Were we on target?

40. Or, even on the board?

41. Logo & Message Evaluation

44. STAY ON POINT. COVER YOUR BASES. Don’t ignore the elephants. When you pivot…

45. Brand Integrity Messaging & Talking Points Frequently Asked Questions Meeting Protocols Communication Tools Templates Graphic Standards

46. minding the elephants…

47. Brand Collateral: Consistency www.gro-wnc.org

48. Cross Channel Communication

49. Brand Management: Message Reinforcement

50. Not Just A-21 or Tea Party

51. Fence Jumping O Understand their motivations O Understand their language – use it O Show up O Help build a new fence O Invite them over for coffee

52. Put Successes Results Up Front

53. And Remember… O We ALL want to do business or work with people we trust and know – get to know them. O While the Goals + Motivations may differ… O The desire for Results still remains.

54. The Crowd Turns Results! Challenges

55. allisondevelopmentgroup.com 828.698.6918 erica@allisondevelopmentgroup.com