Economic Development Marketing & Attraction: Training Manual
Economic Development Marketing & Attraction: Training Manual
The Economic Development Marketing and Attraction manual will help economic development practitioners understand marketing techniques and how they are used to attract prospective firms. The firms may be relocating to the community, expanding from their current location, or starting up new operations in the community. Business attraction is sometimes considered the most well understood of economic development strategies. This manual will present the realities of marketing and attraction programs and review the various components that underlie the basic tenets of such a program that are often forgotten. Mainly, economic development attraction is the process of inventorying the community and translating the findings into a plan to attract companies that will diversify and build the local/regional economy. The strategy of attraction is to identify those companies that match the community's assets and development goals. It will assist economic development practitioners to design and implement a marketing program geared towards attracting prospective firms to the community.

This manual also discusses marketing, one of the key tools used in economic development attraction. Many of the marketing tools and techniques presented in this manual can be used in other economic development programs such as business retention and workforce attraction.

This manual is designed to help you:

- Understand the role of the economic developer in marketing and attraction efforts;
- Analyze local community factors to identify target industries;
- Identify and verbalize the competitive advantages of the community;
- Understand and inventory the factors that influence business location decisions;
- Understand the suite of traditional and electronic marketing tools available to the community;
- Develop a marketing plan;
- Understand the purpose and strategic use of incentives; and,
- Understand the basics of international trade and export programs.
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