Latitude: Community Marketing

A Guide to Unleashing Killer Content Marketing on LinkedIn

Mar 3, 2015 2:25:38 PM

Posted by Whitney Daly

Are you already publishing content on LinkedIn? If so, what strategies are working for you, and what type of content elicits the most reaction from your audience(s)? If you’re not yet publishing content on the professional networking site, here’s why you should start.

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Branding Behaviors Not Just Places

Feb 17, 2015 1:30:00 PM

Posted by Whitney Daly

Your brand is the relationship you have with your customers, prospects, investors, and employees, so of course you want it to be authentic, unique, relatable, and identifiable. At Atlas Advertising, we craft brands for regions all over the world, and at times, establish the very core of a community. It’s not easy branding a place; a lot goes into the process from initial concepts to final execution. What’s fulfilling for our team is the delivery of an exceptional brand to an organization; what is crucial to the success of the brand is the acceptance and subsequent generation of awareness led by a brand’s owner and team.

In order for a brand to be truly successful, all team members must accept and embody the brand. To live the brand is to live the mission of the place or community. To live the brand is to behave like the brand, and disseminate that behavior upon a targeted audience. Once board members, staff, key stakeholders, and others can relate to the brand and deliver its message(s), the outcomes of building said brand should follow suit: increased awareness about your community, cohesive community messaging, heightened interest in your region, and more inquiries about your community’s assets.

Read More Posted under Branding in Economic Development, Brand, Branding, Community Messaging 0 Comments

Innovation Labs and Product Incubators (and Our Version of Both)

Feb 4, 2015 11:33:00 AM

Posted by Whitney Daly

Agencies and marketing firms worldwide are implementing innovation labs and product incubators more and more, in an effort to satisfy both clients and internal staff. According to, 52% of those with either an innovation lab or a product incubator reported an increase of new business due to the applications, and nearly the same amount of those asked said higher employee retention was directly related to the innovation labs. So we want to know, does your agency or marketing firm employ such tactics? 

Read More Posted under Economic Development, High Performance Economic Development, Technology, Metrics, Scorecard for Economic Development 0 Comments

How You Sell vs. What You Sell in Economic Development

Jan 29, 2015 12:30:00 PM

Posted by Whitney Daly

Salespeople and the act of selling have been around forever. The art of selling, and how it is accomplished, has seen countless transformations over time, and it can be argued, mulled over, drug through the mud which techniques work best, which turn potential customers away, those that really “seal the deal” and so on. Most in sales, however, would probably agree on one thing: it’s truly an art, and there’s not one right way or one wrong way of doing it. 

After reading through a Harvard Business Review article, it’s important to note that much of what we thought was working in sales, might not be. Rather than simply asking our potential customers what they like or dislike, what they need or could do without, it might be time we, as salespeople, tell them what they need and how a given product or service might “cure an ailment” within their business or operation.

Read More Posted under Economic Development, Economic Development Marketing, Place Marketing, Sales Techniques in Economic Development 0 Comments

How To: Building an Economic Development Marketing Team

Dec 30, 2014 3:34:29 PM

Posted by Whitney Daly

What are the best ways to build an awesome, effective, industry-leading economic development marketing team? If you’ve already constructed your dream team, props to you, because putting together a team who embodies such a crucial role within an organization is no easy feat.

We’ve learned a lot along the way, working to forge an innovative and forward-thinking group of marketers. Our colleagues at Kiss Metrics put together a list of six lessons, and a few of those hit close to home for us, which we’ve detailed and put our own spin on below. 

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How Your Board Can Help Your Community Innovate

Dec 15, 2014 10:30:00 AM

Posted by Whitney Daly

Governing boards are often viewed as groups of older white men, oftentimes fuddy-duddy in their dress and mindset, and almost always as those who make the most, but who do the least (with regard to a given workforce hierarchy). As one Harvard Business Review article notes, however, is that boards are actually providing much of the innovation coming out of today’s tech-savvy companies. Some of the boards featured in the article are forming their own innovation committees: innovation and technology, science and technology, technology strategy and innovation, and others, all in the name of brainstorming, networking, providing management with a sounding board, offering a source of external perspective, evaluating on various levels, and much more. 

Read More Posted under Economic Development, Technology, Community Innovation, Networking, Leadership 0 Comments

Dear Atlas: My Website Isn’t Generating Leads. Please Help!

Dec 9, 2014 12:00:00 PM

Posted by Whitney Daly

Websites not performing to expectations is an age-old problem, and not just in the economic developmentindustry. Things like custom website design and development and conversion optimization aren’t million dollar businesses for nothing. So as an economic development organization, what should you be doing to ensure your website is putting in as much work as possible? 

Read More Posted under Branding & Design, Content Marketing, Websites, Lead Generation, Economic Development Websites 0 Comments

How Marketing Automation Works for Places

Dec 3, 2014 11:41:19 AM

Posted by Whitney Daly

Marketing automation can be important for any organization looking to streamline operations and process flow. By utilizing marketing automation, you’ll find that your organization uses far less resources dedicated to the marketing and promotion of your place. And why is that important? If you use less time and money on attracting people or businesses to your location, you can spend more time generating quality conversations with prospects. Quality conversations often lead to qualified leads, which can lead to increased jobs and capital investment for your region. 

Read More Posted under Online Marketing, Economic Development Marketing, Place Marketing 0 Comments

What Does Competitive Intelligence Look Like for Economic Development?

Nov 25, 2014 11:09:00 AM

Posted by Whitney Daly

Most of us know who our competitors are, right? We are constantly looking to out-bid, out-sell, or out-do these guys, because after all, that’s our job. But what about those who we’re competing against online? We all know the most important real estate is at the top of Google’s page one, but how do we get there? Once there, how do we stay there? How do we overcome a competitor who might be ranking above us?

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How to Prepare for Economic Development Gone Mobile

Nov 20, 2014 4:20:00 PM

Posted by Whitney Daly

Most everyone today has a smart phone or tablet, or some sort of “smart” device. As with any product or good, there’s normally a cycle of consumerism that occurs, and it goes something like this: there is a strong surge of engagement and consumption, followed by periods of slowed growth, resurgence, and plateau, and finally, sometimes a decline in product evolution. For the “smart” devices we’ve all come to know and love, it appears the honeymoon phase may be over, and we’ve slowed our crazy consumption of these consumer collectibles. You might call this the plateau phase.

Despite the plateau of the smart device market (maybe it’s not really plateau, maybe just maturity), earlier this year, and more recently as well (May 2014), studies show that mobile usage is on the rise. According toChikita Insights, in January 2014, 37% of Samsung-based web traffic was coming from mobile users; five months later, that number was 55%. Some attribute this to the recent “phablet” phenomenon, in that smart phones are actually small tablets, and people use these devices to leisurely browse at home. Regardless, what we think is most important for you, as an economic development organization, is that you ensure your information is readily accessible via mobile and tablet because as trends show, that is one number that won’t plateau any time soon.

Read the full story here. Learn more about the importance of responsive design here.

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