The Power of Community Storytelling for Economic Development Organizations
Pittsburgh: From Steel Town to Robotics Hub
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 shaped 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 Refuge
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.