Greenfield has extensive experience in all areas of marketing and sales for economic development organizations, as well as for private owners of industrial sites and buildings. As site consultants we receive many marketing pieces sent by ED organizations, and because Mary and Robin have different perspectives, we can merge our experience and opinions to provide marketing plans, materials and follow up that are effective to many different types of audiences.
Over the years the Greenfield partners have made many contacts in the economic development industry. As a result, we have collected many sources and ideas for lead generation. We have also experimented with many strategies, and we know that new technologies facilitate changes in message delivery. Our experience instructs us with information to determine which strategies are most cost effective for different messages.
In addition to generating leads, we are best known for following leads which result in visits to our client’s sites and buildings. The key to successful lead following is: persistent.... constant.... focused.... determined.... scheduled.... long-term.... client specific contact. We have developed tools and processes that give us the structure to maintain a focus and commitment to this task over time, when our clients are distracted from the task by other short term priorities.
We also recognize the value of not only external marketing to prospects, but internal marketing to stakeholders, and the significant difference in messaging to these diverse audiences. We see many mistakes that ED organizations make by trying to use the same messages and materials for both audiences.
Below are some examples of Greenfield’s approach to the Strategy, Art and Science of Marketing:
Issue: ElectriCites needed a reliable partner to follow the many leads they generate from an aggressive marketing program including, advertising, trade shows, cold call lists and other sources.
Recommendation: Greenfield developed a lead following database for ElectriCities, and a process to follow those leads that generates site visits to the ElectriCities’ communities. We have been providing this service for ElectriCities for over 15 years and now have a database of over 8,000 company/contacts that we continue to follow, and which has generated multiple site visits and location announcements each year.
Issue: What type of manufacturing can fit in the Moore County (Pinehurst, NC) tourism- based economy?
Recommendation: Don’t compete with the tourism—use it for marketing. Target small, privately-owned businesses of all types (not traditional NAICS Code sector target) whose owners want to be there for the golf or horse industry lifestyle, and whose smaller facility and labor needs would easily blend into the existing assets. Work closely with the local tourism assets and airport to identify the visitors and encourage them—“if you like to play here, come stay here and bring your business.” Develop site and building products to match those targets.
Issue: NC’s Southeast Partnership targeted the Biomass industry for a pro-active marketing campaign. They needed a marketing tool/visual resource and key messages to reflect the industry cluster and its many assets already located in the Region.
Recommendation: Greenfield, with project partner, Thomas & Hutton engineering, created a GIS-based mapping application to display the Region’s assets. Greenfield and the Partnership identified the asset categories, Greenfield gathered the company data and organized it into data layers, and Thomas and Hutton put the information into the map. Greenfield then used the tool to analyze the Region’s assets. Based on the analysis we created key marketing messages and a marketing plan to promote the new tool and regional assets to both internal stakeholders (to facilitate growth of supporting cluster infrastructure) and external prospects (to bring in new investment and jobs) .
Click here to read an article about this mapping application in NC's Southeast Partnership's Fall 2018 newsletter.
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