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Building a Best-in-Class Economic Development Website.
The document provides an overview of Atlas Advertising's capabilities for developing economic development websites, outlining the website development process and highlighting the importance of elements like clear navigation, in-depth content, search engine optimization, and social media integration to create a world-class site. It also profiles example client websites that exemplify best practices for design, content, and using technology like maps and GIS.
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Building a Best-in-Class Economic Development Website.
- 1. Northland ConnectionWebsite Reviewand Agency CapabilitiesBuilding a Best-in-Class Economic Development Website
- 2. About Atlas AdvertisingWe help economic developers reach national and international prospect and site selection audiences We deliver branding, website development, GIS mapping, research, social media, and creative services Our agency is led by a former economic development practitioner and has worked with 50+ different economic development clients in 30 states Our campaigns generate an average of three to ten times the response of other campaigns
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- 5. City of SanFrancisco
- 6. Greater Phoenix EconomicCouncil
- 7. Greater Omaha EconomicDevelopment PartnershipOutline OverviewWebsite development – project approach and processEight components of a world class Economic Development websiteSite Selectors & social media usageConversation / your questions
- 8. OverviewTaking on awebsite redevelopment project is a huge commitment – today you’ll take away the knowledge to:Understand and avoid the potential pitfalls of a web development projectUnderstand the importance of “good” design and how it can effect the performance of your websiteKnow what tools, content and features are key to a successful siteKeep your site updated and engaged, giving it a successful, long lifespan
- 9. Your platform Aplatform for publishing, communicating, organizing, and serving your customers and prospects
- 10. Today, thereis very little in economic development that can’t be facilitated or made more efficient by treating your website as a platform for most of your media delivery
- 11. Think ofit as the starting point for your new, online community: It’s about connections--connecting people to each other, to ideas, to communities and to possibilities.So, how do you do it?
- 12. Web development processPhases:DiscoveryDesignand Content DevelopmentTechnical DevelopmentLaunchMaintenance
- 13. Discovery PhaseYour websitestarts with a purpose and a design, but it is powered by the content you create.
- 14. DiscoveryGoal: Setting thetone for a successful, on-time, on-budget deliveryAudience identification and hierarchyOnly one audience at the top of the hierarchy – don’t muddlePositioningPositioning statements help establish and differentiate your product and service in the eyes of your customers. What is the service/product? Who is it for? How is it different from the competition? What makes it unique? Project Purpose – creating a common guideline for everyone to followA reference point for all design and IA decisions as we move forward Effective Information ArchitectureWhat are the needs and wants of your main audiences? How are their needs translated into a hierarchy of information?
- 15. Information architectureInformation architecture(IA) is the design of the structure, hierarchy, and navigation of a website (sitemap)Effective IA bridges the gap between research and the visual design, and the process helps an organization understand itself better
- 16. We’re concerned withcreating an architecture and hierarchy that gets users to their content more efficiently – ideally within 3 clicks
- 17. Intuitive navigation doesn'thappen by chance and it must reflect the way people think in order for it to be effective
- 18. Good IA canlead to smarter development processes, lowered maintenance costs, less internal documentation, and scalabilityInformation architecture
- 19. Design PhasePeople don’tjust visit your website; they experience and interact with it.
- 20. DesignGoal: design anoriginal, intuitive website that attracts and retains users until they find the information they need. Create a resource to entice return visits. 10 second rule “Am I in the right place?”“Do they have what I am looking for?”And sometimes, “Does better content exist elsewhere?”How to engage? Emotion, Differentiation and AuthenticityHelp users make decisions – guide themEye tracking studiesCalls to action (purpose of the site)Clarity of navigation in design
- 21. A well-designed homepageDesignis mostly about structure and hierarchyPeople process visual information 60,000 times faster than narrative informationDesign is not necessarily just about the visual aesthetics – it is about the facilitation of an information gathering processThe visual representation and online brand is very important, but our first priority is getting users to the information they need – all other experiences are secondaryYour online brand is more than your logo, images and color palette, it’s also:
- 22. the speedat which your pages load
- 23. the easeof navigation
- 24. the toneof your content
- 25. how quicklyyou respond to queries from your prospectsA well-designed homepageLexington, KYUses local imagery and representational paletteConnects the region with useful business messagingBacks up the positioning with fact-based informationProvides map for quick locational referenceAppeals to both the left and right brain
- 26. A well-designed homepageTheRight PlaceBold imagery, vibrant campaign languageMarketing speak backed up with facts and figures on home pageBalanced design pushes below the fold elegantlyProvides map for quick locational referenceHomepage caters to existing businesses as well
- 27. Design Tips andTakeawaysOK to design below the foldLimit your use of FlashUnderstand typical eye-tracking patternsContact information on the top of every pagePresent maps on the homepageUnderstand that your brand is more than your design
- 28. Writing Effective Contentfor Your Website"If your target audience isn't listening, it's not their fault, it's yours.”Seth Godin, Small is the New Big
- 29. Online contentOnce youhave your sitemap and your agency is beginning the design phase, it’s time for your biggest task in the process. Most users scan instead of readYour content writers need to be trained in online content writingWrite in “usable content formats”Scannable, written and designed in chunksUpdate often to keep it relevantIf you write it well, your users will return to the resource you’ve created
- 30. Online content –pre-launchIn order for this phase to be successful, you can count on:Spending up to 2 months full time getting the copy written, edited and uploaded to your new website (approx 3 hours/page)Creating an effective editorial calendar, because when you launch, you’ll be:Reviewing and updating various portions of your site weeklyPosting to social media outlets daily
- 31. Online Content –Post LaunchPeriodically review your content
- 32. Do you believethe hype?Here’s a look at Google search returns for “content strategy":2006: 5,930,000
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- 35. 2009: 337,000,000Eight componentsof a world-class ED website
- 36. Eight components ofa world-class ED websiteAuthenticity of place branding and messagingClarity of navigation Depth and quality of contentUse of search marketing approachesUse of email marketing and news sectionsFrequent performance trackingUse of maps and GIS technologyUse of social media
- 37. Authenticity in placebrandingCommunicating a true positioning of the regionUtilizing recognizable national elementsCapturing users’ attention--inspiring them to use the site
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- 39. Clarity of navigationAprospect-specific section placed prominently
- 40. Utilizing IEDC data standards
- 41. Providing the topten most requested pages
- 42. Keeping all valuable content three clicks or less from the homepageTop 10 pages requested nationally on ED websitesAbout Us (about the organization) Programs (that the organization offers) Data CenterNews Relocate and ExpandFind Property Site Selection Services Workforce Data and Information Database of Companies or Largest Employers Maps of the Area
- 43. Great content strategyScannable- bullets and chunksUsing a content management system that enables publishing of pages, downloadable documents, and dataWeekly updatesDevoting half of your budget to contentOffering prominent contact info
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- 45. Effective search marketingRanking#1 organically for “your city/region economic development”Ranking #1 organically for “your organization name” Utilizing paid search (PPC) to drive additional traffic
- 46. Top 10 searchterms that drive traffic to ED websitesYour organization nameYour city/region name “economic development”Incentive type offered in your region (depends on community)Resident company name (i.e., Boeing)Region name (if different from city)Organizational url (without .com/.net/.org)Campaign name (initiative or fundraising)City/region name “maps”City/region name “counties”City/region name “industries”
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- 48. Best search enginemarketingLocation GeorgiaOptimize their website around top terms
- 49. Use PPC tobroaden search terms “Georgia Demographics”
- 50. Over half oftheir traffic comes from search engines
- 51. 500% traffic increaseby using effective search marketingwww.locationgeorgia.com
- 52. Effective use ofan email newsletterMonthly email newsletter to investors, prospectsTracking performance of those newslettersPosting newsletters and news items to your website weekly or monthly
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- 54. Effective performance trackingReviewreport once per monthTrack unique visits, referrers and downloadsBenchmark your performance against other EDsIntegrate tracking of advertising, web and PR effectiveness
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- 56. Effective use ofmaps and GIS technologyUse maps with various layers (transportation, education, etc.)
- 57. Use integrated realestate searches/GIS mapping software
- 58. Generate dynamic demographic and business reportsEffective use of Maps and GIS technology
- 59. Best use ofMaps and GIS technologyIndy PartnershipUse maps to place their region in the global geography
- 60. Fully integrated propertyand business GIS search
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- 62. 1 property searchand 1 business search per web visit, on averagewww.indypartnership.com
- 63. Effective use ofsocial mediaLink your website and your LinkedIn profile
- 64. Keep an activeTwitter account
- 65. Create a blogand update it four times per week
- 66. Incorporate “Share It” features on your siteDo you believe the hype?Here’s a look at Google search returns for “social media” over the past few years: 2005: 9,150,000
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- 70. 2009: 1,230,000,000 Effective socialmedia strategies
- 71. Best use ofsocial mediaMetro Denver EDC Outstanding blog, mostly written by their Executive VP
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- 73. Outstanding useof Twitter – 2,700 followers
- 74. Tweeting 4-6times a daywww.metrodenver.org/blog
- 75. What you canlearn from Metro DenverYou can grow your sphere of influence by using social media
- 76. Your executive shouldbe involved
- 77. Your blog shouldbe open and honest
- 78. Use a tonethat is personal and connects you to your stakeholders
- 79. Take a leadershiprole in getting information out about your community7 things you should be doing with social media todayStart blogging to drive traffic and increase conversationDevelop a dialogue with your workforce and residents with Facebook Use Twitter to engage your investors and community stakeholders, and to share information about your community Integrate Social Media and sharing into your websitesUse a variety of tools to recruit Site Selectors and prospects to online meetings Develop a dedicated approach to using LinkedIn for prospecting Keep and eye on new platforms, such as foursquare
- 80. The Atlas Report: Social Media Use by Site Selectors
- 81. Who we interviewedEstateInc., New MexicoMike Barnes Group, Inc., TexasColliers Location Agency & Incentives Practice, IndianaMcCallum Sweeney Consulting, South CarolinaKoll Development Company, TexasCB Richard Ellis, WashingtonStudley Inc., PennsylvaniaGreenfield Development Company, North CarolinaCB Richard Ellis, ArizonaThe RSH Group, CaliforniaMoran, Stahl & Boyer LLC, Florida
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- 83. Trione & Gordon/ONCORIntl., Texas
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- 85. Little & AssociatesArchitects, North Carolina
- 86. Palm Inc –Sunnyvale, California
- 87. Visa – SanFrancisco, California
- 88. Foote Consulting Group– Glendale, ArizonaWhat social networks or tools, if any, do you use?71 % use LinkedInJust over 50% use facebook
- 89. How frequently doyou use each?72 % use some form of Social Media at least weekly.
- 90. What is theapplicability of Twitter to your profession?63.6% say Twitter has no/very little applicability to the site selection profession.
- 91. What is theapplicability of LinkedIn to your profession?52.6% say LinkedIn has good application to the site selection profession.
- 92. Today’s opportunitiesContent isking: the more of it you have, and the better it’s displayed, the better your organization will do online
- 93. You should havecontrol of your page, data, file, and photographic content
- 94. Integrated GIS makesthe experience seamless for your users and delivers 300% more property searches than other tools in many marketsToday’s opportunitiesNever forget your brand or how far it extends on your website
- 95. It will delivermore than 10x the experiences of any other marketing you do
- 96. Search engine marketingis the most cost effective, targeted way to harvest new leads
- 97. It can increasetraffic by as much as 1000% within targeted groups
- 98. Social media isa vast, untapped opportunity
- 99. Direct users toyour LinkedIn profiles, blog, Twitter account, and let users share pages and contentParting thoughts…Your website is an outreach of your community—think of how you extend in-person greetings to your prospects, and try, as hard as you can, to deliver that message and tone online
- 100. Your site isnot static, it’s living and breathing—it takes incredible attention and detail, but it will deliver incredible results
- 101. Your site isyour platform—for first impressions, for storytelling, for capturing attention and most importantly for starting a conversationThank you! Questions?Peter BrownDirector of Creative [email protected] this presentation: http://blog.atlas-advertising.comFollow us on Twitter: www.twitter.com/AtlasAd
- 102. Contact AtlasContact information:2601Blake Street, Suite 301Denver, CO 80205Contact: Ben Wrightt: 303.292.3300 x [email protected]