Ann Arbor SPARK was recently honored for its New Media marketing efforts with a Gold Excellence in Economic Development Award from the International Economic Development Council (IEDC).
Details on Ann Arbor SPARK’s new media marketing strategy are offered in a new video:
“Ann Arbor SPARK markets the region to a diverse audience, including entrepreneurs to site selectors to investors. To successfully reach these different groups, it’s important for our marketing efforts to be robust and varied,” said Donna Doleman, Ann Arbor SPARK vice president, marketing and communications. “Broadening our marketing efforts to include innovative new uses of technology has been incredibly effective in promoting the region as a destination for business success both nationally and globally. It’s this international prestige that gives us an edge when marketing the region.”
Ann Arbor SPARK’s integrated marketing plan is designed to deliver consistent messaging across a range of new media: Social media, online newsletters, website, videos and podcasts. As part of a new, strategic approach to marketing, Ann Arbor SPARK integrated new media with “traditional” marketing platforms, including print collateral materials, press releases, email campaigns, direct communication with stakeholders and clients, and information boards at its incubators.
By implementing a new, integrated approach to marketing, Ann Arbor SPARK has been able to broaden its reach national and globally, extend its messaging and more fully engage its target audiences. In doing so, the organization has improved awareness of the region as a destination for business growth.
IEDC’s Excellence in Economic Development Awards recognize the world’s best economic development programs and partnerships, marketing materials, and the year’s most influential leaders. These awards honor organizations and individuals for their efforts in creating positive change in urban, suburban, and rural communities.