Ambassadorwhitepaper
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This document discusses how ambassador programs can be an effective marketing tool for economic development organizations. It provides the following key points: 1. Ambassador programs recruit local leaders and influencers to promote the community and share success stories with their professional networks. This provides a more credible endorsement than typical marketing materials. 2. Effective programs strategically select ambassadors who are well-connected locally and beyond. They provide ambassadors with tools and opportunities to represent the community at events and online. 3. Programs involve ambassadors in prospecting and networking with potential investors. Ongoing communication and recognition keeps ambassadors engaged. When implemented well, ambassador programs can significantly expand the reach of an economic development organization's messaging.
Ambassadorwhitepaper
- 1. Ambassadors: Your Secret Marketing Weapon Current issues for economic development professionals EDAC / ACDE Marketing and Communications White Paper Series June 2009
- 2. Introduction to formally promote the community via a consistent set of tools and events. These are people who are prominent among their The idea behind any ambassador program is peers, actively involved in their networks and simple: In a world of too much information, are already influencing your community’s a message delivered by a trusted source is image and potential for investment, albeit the most effective. Think about it. If you were informally. Why not work with them to considering relocating or expanding, would ensure they are sharing a consistent you be more interested in: message? a) A generic information package? According to Placebrands, an international b) A pitch from city officials with an consultancy that ranks how cities are doing obvious stake in your decision?, or at projecting a unified vision and image: c) A qualified recommendation from someone who knows your business “A place brand strategy requires a realistic, because it is their business too? competitive and very compelling strategic vision for a city, region, or country, and The answer of course is c). The best way to needs to ensure that it is supported, lend immediate credibility to an investment reinforced and enriched by every act of location and make it stand out from the communication between that place and crowd is with a recommendation or success the rest of the world. Every government story from a peer. A U.S. consultancy, and municipal department or local agency, Development Counsellors Inc., has surveyed local people and local companies must top executives responsible for site selection consistently communicate and demonstrate five times since 1996. They asked the the same carefully developed brand.”2 question “What sources of information influence your perception of a city’s business This unified voice is the goal of ambassador climate?” The most recent survey saw programs. They marry pride in a community “dialogue with industry peers” as the top with tangible investment results. The response, at 61%.1 mandate for each ambassador is to promote the community as a place in which to invest That helps to explain why so many and live, share success stories and personal communities are turning to ambassador experience, and to promote specific programs as critical elements of their programs and incentives that are attractive marketing and communications strategies. to their industry networks. This white paper will discuss how these programs work and how you can create an Because of all the choices and marketing effective ambassador initiative in your own messages out there, an economic municipality or region. development brochure or a DVD has maximum impact when it is being handed over by a trusted source. Ambassadors How do ambassador bring a new level of credibility to your economic development efforts. They programs work? harness word-of-mouth potential to more effectively bring your brand to other These programs recruit leaders from businesses and skilled workers. business, government and community, as well as past citizens now living elsewhere,
- 3. Ambassador Implementing your Recruitment Program When recruiting your ambassadors, it is A good ambassador program involves six critical to ensure that the number of people key ingredients: is large enough to have significant reach from a networking standpoint, but small 1. The strategic recruitment of high-profile enough to lend exclusivity and credibility leaders and influencers as discussed above. to the program participants. Ambassadors should be identified and invited to become 2. The development of tools that will enable part of the program, perhaps using these leaders to present a compelling and through a peer nomination process. It is consistent case for investment in your city. important that members feel chosen as representatives and leaders in order to These may include: garner their commitment and passion. • Orientation and training materials. Clarify Specifically, you should target the following for your ambassadors what it means to types of ambassadors: be an ambassador, what is expected of their role, and what tools are available • Leaders from business and the to help them. community with strong affiliations with • Online resources that can be provincial, national or international accessed remotely when your industry associations and organizations. ambassadors are traveling to You want to leverage their contacts, tradeshows and conferences. membership privileges and attendance • Ambassador kits that include key facts at trade shows and events to increase and figures about the community. It the reach of the program. is critical that your ambassadors are • High-profile community members, past educated and can speak about specific and present, with recognition and programs and incentives that may be of credibility beyond the community. interest to their peers. • Former residents who can leverage • Apparel, a lapel pin or some networks in their new place of other means to identify them as residence to promote the benefits of ambassadors. These also serve as your community. conversation starters with their peers. • Leaders in sectors that are a strategic focus for your community. 3. The identification of opportunities for • Most importantly, each member must ambassadors to use these tools in a have a passion for your community. networking and educational capacity. The They must demonstrate a commitment ambassadors themselves should identify to the community through their these opportunities and commit to their role involvement and support for initiatives. in these situations. These can include trade shows, conferences, online peer networking forums, social networking tools and industry publications.
- 4. 4. Involving the ambassadors throughout the The time it takes to develop and nurture prospecting process. Providing economic ambassador relationships is significant, developers with leads is fantastic. Assisting but the payoff is immense. They truly are with meetings, introductions and tours your secret marketing weapon, and one is even better. Prospective investors will that you should seriously consider adding feel comfortable with a “friendly face” to your arsenal. participating in the process, and will be able to ask direct and industry-specific questions of your ambassadors on the spot. About the Author 5. Ongoing communication with your On Three Communication Design Inc. is a creative agency ambassadors can help to keep the specializing in promoting places not products. For more program top-of-mind for them. Be sure information and insight, visit them at www.onthree.ca to inform ambassadors about new or read the blog at http://blog.onthree.ca. programs, developments and incentives that may be of interest to their peers. You can do this effectively through periodic email communications. You may also wish to share ambassador success stories with other ambassadors as inspiration and motivation. 6. Finally, recognizing your ambassadors is critical. Their participation in the program should be publicly acknowledged and celebrated, through the media, recognition events and special opportunities to network and be involved in the community. Help ambassadors to see the impact they are making. In Closing Ambassador programs can provide economic developers with reach into networks that may not otherwise be possible. Further, this reach will involve conversations between trusted peers, rather than a “pitch” from a city official. Ambassadors can share success stories and improve your community’s perception in national and international markets through simple networking activities.
- 5. Endnotes 1 http://blog.onthree.ca/2008/08/04/insights-for-economic-development-marketing/ 2 http://www.placebrands.net/_files/placebrands_Agenda_Feb2004_FindaVision.pdf “Find a Vision and Dump the Spinning”(emphasis added by M. Thususka) About this White Paper Series EDAC is pleased to announce a new service for our members to support your communications activities. Over the next year, EDAC will release a series of white papers that explore current issues in marketing and communication as they relate to economic development. You can access our white papers at www.edac.ca