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LVEDC’s Strategic Plan: Marketing Initiatives

By Colin McEvoy on October 31, 2014

In last week’s installment, we discussed development initiatives the Lehigh Valley Economic Development Corp. (LVEDC) will be pursuing over the next three years. But just as important is ensuring we are properly marketing the many economic assets of the Lehigh Valley.

This article is part of an ongoing weekly series detailing the LVEDC 2014-17 Strategic Plan. See below for information about the other stories:

PART ONE: Understanding the Basics
 PART TWO: Development Initiatives
PART THREE: Marketing Initiatives
• PART FOUR: Finance Initiatives
• PART FIVE: Administration Initiatives

The rapid pace of information transfer is driving needed changes to the way we market and communicate. Data is needed at a moment’s notice and must be available in much greater quantity, yet our marketing materials must still be strong and deep enough to make a connection with our audiences.

LVEDC’s 2014-17 Strategic Plan has identified five primary initiatives when it comes to marketing, providing a foundation upon which we can improve our marketing materials and outreach to support a more robust and proactive business development strategy.

These initiatives will, among other things, help us develop a unified brand for the region, ensure our messages are reaching our intended targets, and allow us to provide marketing materials that will inform, persuade and inspire our audiences.

The five marketing initiatives identified by our strategic plan include:

  1. Upgrade the LVEDC website to improve content and data. An economic development organization’s website is an important marketing tool to attract investment in the region. Our site will receive a content upgrade to offer the resources that meet the needs of its audiences, with navigation, functionality, graphic appeal and available data directed to external audiences.
  2. Enhance and improve marketing materials and presentations. LVEDC will create an easily accessible and clearly-indexed library of customized collateral, data points, PowerPoint presentations, videos, brochures and more.
  3. Create and maintain a dashboard to report and measure activity. A segmented dashboard will be established to allow the LVEDC to evaluate itself and be evaluated based on key indicators and measures on an ongoing basis.
  4. Improve and expand customer segmentation lists and databases. LVEDC will create a streamlined process for keeping contact lists updated and accurate to ensure it is reaching its intended audience.
  5. Establish an ambassadors program to help market and grow businesses. The Lehigh Valley has many business executives who travel around the world representing their companies, and the LVEDC can engage them to assist in extending the region’s brand as a place to do business.

Check out next week’s LVEDC e-newsletter as we delve further into the LVEDC 2014-2017 Strategic Plan, with a focus on the five finance initiatives.

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