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:

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.

 

 

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