The Power of Community Storytelling for Economic Development Organizations

Every community is different, but many economic development organizations (EDOs) market their regions using strikingly similar language. Phrases like “skilled workforce,” “excellent universities,” “low costs,” “available sites” and my favorite – “central location” – are commonly used. Many economic development groups take this further, pronouncing that a region is within a two-day drive of 80% of the U.S. – which applies to most of the continental U.S.!

These selling points may be important later in the sales cycle, but the first step in developing a great marketing campaign is to identify what makes your region special. You must do a “deep dive” to uncover, and then communicate, what is truly memorable about your community.

How to Uncover Your Region’s Story

The first step is asking yourself and your team some questions. Here are some good ones to start with:

WHAT IMPORTANT HISTORICAL EVENTS HAVE SHAPES PERCEPTIONS OF YOUR COMMUNITY?

Reflect on pivotal moments that have left a lasting impact on your community’s identity. For instance, Birmingham, Alabama, faced the challenges of civil rights violence during the 1960s, leaving an indelible mark on the city’s character. Similarly, the California Gold Rush in the 1800s transformed the state, forging a legacy that still resonates today.

WHAT IS YOUR COMMUNITY MOST KNOWN FOR TODAY?

Examine what your community is most recognized for in the present day. Identify the prominent traits or industries that define its identity. Buffalo, New York, has gained notoriety for its cold, snowy weather, while Seattle, Washington, is renowned for its tech companies. Understanding the prevailing perceptions can help shape your narrative.

WHAT DO PEOPLE OFTEN GET WRONG ABOUT YOUR REGION? WHAT STEREOTYPES DO YOU HAVE TO OVERCOME?

Challenge misconceptions and stereotypes about your region. Highlight disparities between popular beliefs and reality. For example, Florida is often seen as a state prone to the most hurricanes, when data reveals that Texas experiences a higher frequency of natural disasters. Presenting a new narrative can dispel preconceived notions and correct misperceptions.

WHAT SETS YOUR COMMUNITY APART FROM OTHERS? WHAT CAN YOU OFFER THAT OTHER COMMUNITIES CAN’T?

This is often the most important question you’ll need to tackle! The answer lies at the heart of crafting a compelling story. Whether it’s unparalleled natural beauty, a rich cultural heritage or a unique blend of industries — uncovering your community’s unique selling point is pivotal in capturing the attention of talent and businesses.

Examples of Successful Economic Development Storytelling

As an economic development marketing expert who has worked in the field since 1995, I’ve seen many EDOs do an exceptional job telling their stories. Below are some current examples of campaigns that are generating a buzz:

BUFFALO NIAGARA – CLIMATE CHANGE REGUGE

With climate change a trending topic due to the increase of natural disasters around the world, Invest Buffalo Niagara saw an opportunity to get into the conversation by positioning itself as a “climate change refuge.”

With research from a Harvard University study and data compiled by Buffalo State College professor Stephen Vermette, Violet PR and Invest Buffalo Niagara launched a campaign to take the focus off the city’s snowy and cold climate. The messaging positioned Buffalo as a city of the future due to its low risk of natural disasters, abundant fresh water, and clean energy production. The PR campaign caught the attention of national media, including Fast Company, which published an article titled “Will Buffalo become a climate haven?”

CHOOSE TOPEKA, KANSAS – CENTER OF EQUALITY

The Greater Topeka Partnership aimed to attract professionals to Topeka, Kansas — a state capital with a population of less than 200,000. It launched a program called “Choose Topeka” to counteract a negative reputation for a high crime rate, the Westboro Baptist Church (an LGBTQ+ hate group based there) and chain restaurants. As part of the initiative, up to $15,000 was offered to incentivize people to move to the city.

Importantly, the city emphasized its history as a center for equality, as a stop on the underground railroad, the home of the Brown vs. Board school and historic site, the state’s largest Hispanic festival and Kansas’ first Pride —and the city put a focus on its history of equality.
Visuals were critical to this campaign, and the marketing team captured new photos and videos showcasing Topeka’s lifestyle assets, such as the Equality and Transgender Houses, Black Lives Matter murals, the Brown v. Board museum and trendy restaurants. Mayor Michelle De La Isla, Topeka’s first Latina mayor, was a terrific spokesperson, along with diverse individuals who relocated to Topeka.

The campaign far surpassed expectations, securing media coverage in outlets like Fast Company, Forbes, Travel + Leisure, Wall Street Journal and Yahoo! News. Over 4,500 applicants from 48 states and a dozen countries applied for the program, resulting in 40 professionals relocating, leading to a $3.2M regional economic impact.

     

GEORGIA – ELECTRIC VEHICLE HUB

Like many Republican-led states, Georgia has not been known for leading climate-related policies, but with the expansion of green industries, the state saw an opportunity. The Georgia Department of Economic Development is establishing a state-wide electric vehicle ecosystem and positioning itself as a hub for the EV manufacturing industry. GDEcD partnered with Violet PR to amplify EV-related news and announcements and raise awareness of business opportunities in the Peach State among corporate executives.

The campaign secured coverage in top-tier media ranging from Reuters, The New York Times, The Wall Street Journal and Bloomberg. International press coverage was secured in Handelsblatt (Germany), Nikkei Asia (Japan) and Les Echos (France). The media coverage has helped drive further EV corporate investments to the state.

PITTSBURGH – FROM STEEL TOWN TO ROBOTICS HUB

Pittsburgh Regional Alliance is the economic development marketing group representing the 10-county Pittsburgh region in southwestern Pennsylvania. The organization enlisted Violet PR’s help to build the former steel town’s reputation as one of the world’s most dynamic robotics ecosystems and a destination for technology, artificial intelligence and biotech innovation.

Violet PR amplified the “Pittsburgh Region. Next Is Now.” media relations campaign to showcase Pittsburgh as a premier destination for global business and tech talent. By leveraging relationships with national business media, we secured news stories that positioned Pittsburgh as a thriving tech hub, highlighting its top-three ranking in the world for robotics ecosystems and over 100 robotics companies. We also emphasized significant advancements in space travel, robotics and the region’s remarkable 300% employment growth since 2011. Exclusive interviews were arranged at The Wall Street Journal’s 2022 Future of Everything Festival, featuring leaders from innovative Pittsburgh companies.

In the competitive landscape of economic development, community storytelling is a powerful tool. It allows regions to make a lasting impact by highlighting their historical significance, embracing their current identity, dispelling stereotypes and showcasing what sets them apart. By thinking outside the box, economic development organizations can shape perceptions, attract investment and foster sustainable growth for their communities in the years to come.

Q+A with Thomas Bohn, CEO of Greater Geneva Bern area (GGBa)

You have worked at Greater Geneva Bern area (GGBa), the investment promotion agency of Western Switzerland, for nearly 13 years. Tell us more about the agency and the work that you do.

GGBa is an investment promotion agency whose primary focus is to facilitate the establishment and development of foreign companies in Western Switzerland, comprising the cantons of Bern, Fribourg, Vaud, Neuchâtel, Geneva, and Valais. I began working with the GGBa as one of the French representatives. In 2010, I relocated to Switzerland and took on the role of deputy director. After four years in that role, I was asked to lead GGBa as CEO.

Since its founding in 2010, GGBa has worked with its partner cantonal economic promotion agencies to guide and assist countless companies worldwide in launching their global operations in Western Switzerland. Our primary focus is ensuring these companies can establish themselves quickly and prosper in our region, and our success lies in our commitment to providing the necessary resources and assistance to do just that. We work closely with our partners, creating a streamlined process for companies entering our market. Over the years, we have seen many businesses flourish and contribute to the region’s economic growth. It has been an incredibly fulfilling experience, and I am proud of our work at GGBa. Our team will continue to support and guide foreign companies, making Western Switzerland a desirable investment destination.

Western Switzerland is booming as a business location — A growing number of renowned multinational companies as well as small-to-medium companies, have decided to set up their centers of activity in the area. What makes the region so attractive?

Western Switzerland is an immensely popular destination for businesses, especially in industry sectors such as medical technologies, biotechnology, pharmaceuticals and cosmetics, food and beverage, microtechnology and cleantech. Several factors make the country attractive to companies. We are located at the heart of Europe, which creates an international and multilingual atmosphere, as well as advantageous access to the European market. Our established industrial clusters provide access to a highly skilled workforce. Additionally, Switzerland is politically stable, has flexible labor laws, reasonable tax rates, state-of-the-art infrastructure, a secure environment and an exceptional quality of life.

Why do you think your country has become such a hotbed for innovation in food and beverage development and production and is playing a leading role in finding ways to address world hunger?

Switzerland may be a small country, but it has a big impact on the food industry! The country has a rich farming tradition, and although it may be cliche to mention its cheese and chocolate, we do indeed have fantastic cheese and chocolate being produced here. And many may not be aware that Switzerland is one of the world’s top 5 coffee exporters.

The success of Switzerland’s food ecosystem is due to the collaboration of various stakeholders, including universities, accelerators, investors, and supporters. Many international companies in the food and beverage and fast-moving consumer goods industries — such as Nestlé, General Mills, Chiquita, and Procter & Gamble — have made Western Switzerland their home. Additionally, we have research centers and technology parks that these companies can utilize. Initiatives like the Swiss Food and Nutrition Valley, an association that brings together a range of partners to address the challenges faced by the food industry and develop future-proof solutions, further showcase Switzerland’s commitment to innovation in this field.

Concerning world hunger, Switzerland takes this issue seriously and works hard to address the problem. Numerous international organizations in Geneva, such as the World Health Organization and the United Nations, are working together on solutions. Switzerland is a country that takes its role in the food industry seriously and is committed to finding solutions to global problems.

Switzerland has a long history and tradition of excellence in watchmaking. This, in turn, has helped pave the way for the country to become a global leader in nanotechnology and all things small, which in turn is helping transform the electronics, medical device and life sciences industries. Why do you think that is the case?

The Swiss watchmaking industry can trace its roots back to the mid-16th century. It was born in the Jura mountains, located in Switzerland and France. Today, Switzerland is home to many renowned watchmaking companies like Rolex, Patek Philippe, TAG Heuer and Omega, all of which continue to invest in their craft. Rolex, for instance, has announced plans to construct a new production site, which is expected to be operational by 2029. This will generate around 2,000 jobs and represent an investment of CHF 1 billion. Yet this long tradition in watchmaking has also helped pave the way for the establishment of 21st-century industries, notably in areas such as precision mechanics, MEMS, microelectronics and nanotechnologies. The large talent pool with expertise in these fields is what made Switzerland an attractive destination for international companies like Marvell, Semtech, Festo Microtechnology, Colibrys, Melexis Technologies and Etel to set up their operations.

How has working with Violet PR helped highlight the work of GGBa?

Working with Violet PR has been instrumental in assisting GGBa to have more visibility and awareness in the U.S. For a small country like Switzerland, it’s essential to tap into a huge and competitive market. For many companies, it’s not always easy to go abroad, so making sure they are aware of what Switzerland has to offer is essential. For me, having a partner who knows the market and can assist us with our goals is important. The team at Violet PR are true professionals who generate great ideas and help us craft compelling stories. Thanks to their expertise and support, we are showcasing all that Switzerland offers.

You’re originally from France but now call Switzerland your home. If a friend or family member is coming to Switzerland for the first time to visit you, where would you take them to get the authentic Swiss experience?

There is much to do in Switzerland, but if I had friends or family visiting, I would show them the area I live. I would welcome them to stay in my home in the countryside. Our first trip would be to the mountains, where you can enjoy a breathtaking view, watch the sunset on one side, and enjoy lake views on the other. Nearby, a charming wooden chalet offers a taste of traditional Swiss cheese raclette and cheese fondue.

The next day I would take them on a boat ride on Lake Geneva because it offers magnificent landscapes, especially the UNESCO heritage vineyards along the lake’s shores. After the boat tour, we’ll visit a local winery and enjoy a glass or two!

If we have time, we can take a train ride up to Rochers-de-Naye, a special place with an incredible view of the Swiss and French Alps. On a clear day, you can see all the way to Geneva and the entire lake. It’s truly something fantastic!

To wrap up our Swiss adventure, we’ll head to the beautiful city of Bern. We can stroll along the river Aare, where they can witness locals lazily rafting in the water — a popular lunchtime tradition. It’s a fun way to experience the everyday life of the Swiss people.