Perspectives

Coherent Marketing works with towns, counties, state and national governments on economic development.  With so many locations to choose from, smart communications is key to promoting places as the location of choice for particular industries.  The field in which we have worked is primarily the 21st Century knowledge econonomy. These mean high-paid jobs to the winners.  The 21st Century knowledge economiy encompasses sectors such as biopharmaceuticals, renewable fuels, advanced manufacturing and healthcare - all fields where a specialized and highly-trained technical workforce is critical to sustained success and any hope of attracting multi-million dollar facilities. Marketing communications for economic development requires an ability to put together partnerships and consortia to work together on shared communications, set shared goals, and play nice - despite sometimes competing interests.

We have more than ten years of working in this field and a highly successful track record. Here are some multimillion dollar examples:

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An example of the communications integration and change management facilitation provided by Coherent Marketing can be found in services provided to the Smithfield-Selma Chamber of Business.  The chamber is the largest chamber of commerce for the region south of Raleigh, NC and the Research Triangle.  It is a member-based organization with a small staff representing about 600 businesses in the region. 

The chamber wanted to integrate social media and content marketing into their communications processes. Their goals were to more effectively communicate with their members, better represent the interests of the business community, raise the visibility of the organization and its members, and grow its membership base.

 

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Coherent Marketing provided specialist services to GDP Global for a contract to the Canadian Government's Department of Foreign Affairs, Trade and Development (DFATD) to review and make recommendations to improve direct foreign investment in Canada. The centerpiece of their marketing is a biennially-produced flagship publication, a coffee-table print document running to more than 70 pages. Coherent Marketing offered recommendations on how the DFATD could make their digital marketing more effective, using the publication as a point of departure. Because digital marketing is delivered online, we looked at a range of factors that included:

  • Web delivery of the document, which is PDF-based
  • The Invest in Canada website
  • Online approaches by competitor countries and U.S. states
  • Process and workflow implications for producing content, including the current print document versus digital, online content

 

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From Our Blog

  • Cost-effective content marketing

    Fresh content on a website is one of the most important ways search engines rank where you will be found - on page one, or buried.

    Content marketing uses online content to increase the visibility of an organization and is an effective marketing method. Done right, it can help you get to page one.

    Many organizations have experienced staff, provide good services, and have everything needed to create great content with the regularity needed for this kind of marketing, but find it difficult to do so. We can solve that for you. We will turn what it is you do into effective web content. In short, we make content marketing easy for you. Contact us to find out about our rates and to discuss how we can help.

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  • Consortiums, initiatives, associations and partnerships

    They all have the same challenge - and advantages. They require everyone to get in the boat, to row in sync together, and to row in a shared direction.

    Integrated Media Strategies has more than a decade of experience working highly successfully with these kinds of communications projects. We have spent hours in committees getting groups of people to come to agree on shared areas where strategic positioning of messaging can benefit all parties. And then working with those partners to implement the communications tactics to make it all work. We like herding cats.

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  • Integrating Communications

    Many organizations are facing the current communications revolution with teams organized to create and disseminate information and grow business for what worked as little as two years ago.

    Coherent Marketing can assist organizations either set up new integrated digital communications structures or help transition communications teams.  This communications revolution is not just about technology, but the way in which organizations should be conceptualizing content, leveraging opportunities for new niche audiences and new business, vetting material, distributing authentic communications, archiving material and reviewing metrics. Social and digital media have empowered people to be able to easily talk about you and share their opinions and experiences. And that includes future clients as can also be deliberately negative from your competition.

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