Business cases for solar and logistics industries were created |"The wonderfully detailed strategic marketing plan that was designed for our organization afforded us a rapid fire implementation. The step-by-step deployment timeline coupled with resource access, gave us the tools required for obtaining results that were previously lacking in our existing plan." [Julie Engel, President/CEO, Greater Yuma EDC]|
Challenge. The Greater Yuma Economic Development Corporation was seeing an increase in client activity with solar farms as well as logistics projects tied into the Mexican border. Potential opportunities for the Joint Strike Fighter at local bases and testing facilities were also on their mind. The GYEDC wanted to identify tactics to be more strategic and effective in winning projects in these industry sectors.
Solution. Working with Austin Consulting, Chabin created a marketing roadmap that included:
With the limitations of a tight budget, an incredibly-focused plan was set forth, leveraging state programs while positioning Yuma to capitalize on their unique assets and opportunities. The plan encompasses:
- Industry Intelligence
- Policy Development
- Corporate Location Assessment
- Marketing and Organization Assessment
- Business Cases
Results: Within the first week, GYEDC purchased data tools and attended a solar show, presenting their business case to prospects at individual meetings. GYEDC has since located NextLight Renewable Power’s Agua Caliente Solar project, which will generate 290 MW, entering into a long-term power purchase agreement with Pacific Gas and Electric Company (PG&E).
- Target Audiences – Who is the focus of marketing efforts?
- Messaging – What are compelling messages that communicate Yuma’s distinct assets?
- Competitive Preparation – Recommendations for tools, collateral and staffing.
- Marketing Channels – Matrix of recommended marketing tactics by audience, detailed descriptions of the tactics.