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Business Marketing Initiative

OVERVIEW
GOED Business Marketing activities promote Utah as a premier global business destination. Integrated marketing activities brand the State of Utah as a business friendly place where companies can grow and prosper.

The State also markets Utah as a prime location for company relocation and expansion, particularly in high-growth industry clusters. GOED marketing efforts build awareness of GOED services for in-state businesses including international market opportunities.
Major focus areas include: Clusters, Corporate Recruitment, In-state Business Services, Online/General Marketing and Global Branding. Tactical promotional tools range from print and online advertising, social media, events, sponsorships, and related public relations.

In Fiscal Year 2013:

General Marketing

In FY2013, GOED’s business web site saw 94,991 unique visitors, up 4.45% from FY2012. Facebook, Twitter and LinkedIn channels all saw growth in followers of 10% or more over the same time period. The Facebook site alone had 249 posts during the year, with a “reach” (viewership) of 103,101. Content of the posts ranged from in-state services, industry cluster, corporate recruitment news, and Utah accolades.
GOED Business Marketing is revamping the Business.utah.gov website for launch in September 2013 to add blogging capabilities and searchable databases for corporate recruitment and in-state services promotion.
Another key aspect of general marketing is the expansion of the Governor’s Utah Business Ambassadors (UBA) program, an outreach effort that targets C-level executives around the country and provides them with tools to promote Utah advantages to their peers. This program emulates an alumni network, developing contacts with a personal connection to Utah, whether that be educational or business related. The UBA contact list expanded from 70 to more than 250 in FY2013.
A highpoint of the UBA program was the coordination of Governor Herbert’s “trade mission” style business outreach trip to California in conjunction with Governor McDonnell of Virginia. Utah and Virginia are the top-ranked states for business according to Forbes Magazine. The two-day trip included receptions in Southern and Northern California, and Utah economic development staff made direct contact with more than 100 business leaders in a variety of industries.

Clusters

GOED launched print and online campaigns in two high-growth vertical markets—Life Sciences and IT. The campaigns generated 26 leads, 4,400 click-throughs and more than seven million online impressions. In addition, we placed three print ads in two medical device publications, and attracted a 150-person, three-day medical device conference to Salt Lake City in June. The life sciences campaign arose directly from Utah industry feedback gathered in the UCAP process.

Corporate Recruitment

Promotional efforts assisted the Economic Development Corporation of Utah (EDCU) in engaging with large companies and site selection consultants. These included development and placement of 27 print ads and five online banner campaigns. On the event side, GOED Business Marketing collaborated with EDCU at major trade shows including ICSC (retail), AUVSI (aerospace/defense), Game Developers (IT) and Supercomputing (IT).

In-state Business Services

Seven print ads with Utah-based publications promoted Business Resource Centers, PTAC, International and other GOED services. Sponsorships drove awareness with stakeholders and out-of-state business visitors. Key efforts included the Utah Technology Council, Sundance Film Festival, Utah Private Equity Summit, Wayne Brown Institute and Utah Hispanic Chamber of Commerce.

Global Branding

Surveys were conducted with corporate site selection consultants and IT executives. Perceptions of Utah as a place to do business have improved since a 2008 survey, with quality workforce, low operating costs and quality of life as key highlights. In addition, Business Marketing coordinated a request for information to facilitate an analysis of the “Utah: Life Elevated” slogan, with particular emphasis on its currency in the business world.