© 2012 Ady Voltedge

Internal Marketing:Generating

Community-Wide Involvement

Madison, WIOctober 25 - 26, 2012

Janet L. AdyPresident

608.663.9218jady@adyvoltedge.com

© 2012 Ady Voltedge

© 2012 Ady Voltedge

1. Who are your internal audiences?

2. Why do they matter?

3. How do you best engage them?

2

© 2012 Ady Voltedge

Group Discussion

Who are your internal audiences?

3

© 2012 Ady Voltedge

Internal Stakeholders

• Staff• Boards, Committees• Local Elected Officials• Investors• Business Owners• Ambassadors• Residents

4

© 2012 Ady Voltedge

Internal Stakeholders (cont’d)

• Other E.D. Organizations (state, region, county)

• Municipalities• Community Colleges• Workforce Development Boards• Utilities• Young Professionals• Retirees

5

© 2012 Ady Voltedge

Why They Matter

• Funding• Support/Buy-In• Manpower/Energy/Enthusiasm• Skills and Relationships• Attention and Awareness

6

© 2012 Ady Voltedge

Consider This…

If your organization were not successful in marketing to internal stakeholders, what would the consequences be?

7

© 2012 Ady Voltedge

How to Engage Internal Audiences

• Include them as part of your formal marketing plan

• Segment them so you can tailor:– Messages– Media

• Manage the audiences appropriately

8

© 2012 Ady Voltedge

Case Study #1: Palm Beach County, FL BDB

• Third-largest county in the U.S.– 1.3 million people– Dozens of municipalities

• Each municipality has mayor, elected officials• Sunshine laws/public meeting rules enforced

9

© 2012 Ady Voltedge 10

© 2012 Ady Voltedge

Case Study #2: ED|WCWashington County, WI

• Pursuing economic gardening strategy– Labor-intensive business consulting– Leverages existing industry clusters and supply

chains• Multiple communities in county• Key employers a factor in E.D. success

11

© 2012 Ady Voltedge 12

© 2012 Ady Voltedge

Case Study #3: Village of DeForest, WI

• First-tier suburb to Madison• Some significant employers• Shovel-ready properties, growth-oriented

Village leadership• Volunteer group of business leaders formed

13

© 2012 Ady Voltedge 14

© 2012 Ady Voltedge

What was your single most effective example of marketing to an internal

audience?

15

© 2012 Ady Voltedge

Internal Marketing Toolbox

• Industry Advisory Councils– Regional leaders– Clear purpose– Limited non-industry participants

16

© 2012 Ady Voltedge

Internal Marketing Toolbox

• Ambassadors (digital or otherwise)– Regularly pushing out “good news”– Adopting in their own voice and spreading the

word

17

© 2012 Ady Voltedge

Internal Marketing Toolbox

• Limited-term task forces– Help with a specific project or initiative• Fundraising• Branding• Civic building or asset• Events

18

© 2012 Ady Voltedge

Internal Marketing ToolboxSummary

1. Acknowledge the various audiences2. Include in your formal marketing plan3. Invest your time and money accordingly4. Reap the benefits of engagement

19

© 2012 Ady Voltedge 20

Janet L. AdyPresident608.663.9218jady@adyvoltedge.com