Internal Marketing: Generating Community-Wide Involvement

© 2012 Ady Voltedge

Internal Marketing:Generating

Community-Wide Involvement

Madison, WIOctober 25 - 26, 2012

Janet L. AdyPresident

[email protected]


mailto:[email protected]


1. Who are your internal audiences?

2. Why do they matter?

3. How do you best engage them?

2


Group Discussion

Who are your internal audiences?

3


Internal Stakeholders

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

4


Internal Stakeholders (cont’d)

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

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

5


Why They Matter

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

6


Consider This…

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

7


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


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


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


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


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

audience?

15


Internal Marketing Toolbox

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

16



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

word

17



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

18


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


Janet L. [email protected]

mailto:[email protected]

Internal Marketing: Generating Community-Wide Involvement

Business

Transcript of Internal Marketing: Generating Community-Wide Involvement