Darcy J.

Greene
1

Strategic Communications Plan for the Greater Richmond
Partnership

BACKGROUND AND OVERVIEW

Greater Richmond Partnership, Inc
Globally focused; regionally competitive
The Greater Richmond Partnership, Inc. is an economic development team representing the
counties of Chesterfield, Hanover, Henrico, and the City of Richmond, Virginia.

The Partnership offers site location assistance and other services to domestic and foreign
companies planning new or expanded facilities. It is a single point of contact to the network of
private sector and state and local government professionals that supports a companys facility
location decision.
The Partnership is organized as a public-private, not-for-profit corporation funded jointly by the
four local governments and approximately 200 area businesses. The partnership staff has a total
of more than 150 years of economic and community development experience, which ensures that
inquiries are handled in a professional and timely manner.
Services are provided at no cost to the company and with complete confidentiality.
The Partnership has five main work activities:
Marketing and New Business Attraction
Business Retention and Expansion
Workforce Development Services
Small Business Assistance
These activities are described in more detail below:



Darcy J. Greene
2

Marketing and New Business Attraction
Marketing the Greater Richmond area involves covering a lot of territory.
The Partnership regularly handles arrangements, appointments, coordination, and logistics for
trade shows, special events, and sales calls in the U.S. and abroad. On average, the Partnership
conducts more than 50 outreach marketing events annually around the world, including popular
Invest in America and Profit in America seminars. The Partnerships on-site consultants in
the United Kingdom and Europe assist with advance work and follow-up.
Site location assistance is provided to domestic and international companies planning new or
expanded facilities. The Partnership is a single point of contact to the network of private sector
and state and local government professionals that supports a companys facility location
decision. At the start of the site selection process, the Partnership provides real estate information
and customized economic and business information as requested by the company. The
Partnership provides regional real estate searches and reports through a subscription to CoStar
Group, Inc.
For company representatives visiting Greater Richmond, the Partnership structures an itinerary
including a community orientation and a review of appropriate sites and buildings. The
Partnership arranges meetings with providers of legal, financial, and other support services and
provides introductions to government leaders. In addition, the Partnership arranges peer to peer
meetings with local business leaders to get their insights into doing business in the area.
When a company chooses a Greater Richmond location, public relations services and relocation
services for company employees are available from the Partnership in cooperation with the
Greater Richmond Chamber and local businesses.

Business Retention and Expansion
Business First - Greater Richmond is a collaborative effort between the Partnership, the
Greater Richmond Chamber and four local government partners that focuses resources, services
and support on companies that call Greater Richmond home. Professional development staff and
trained volunteers from the business community interview CEOs and other top company officials
to fully understand the company and the factors critical to its long-term success. Companies
touched by the program receive a high level of customer service and access to a wide variety of
resources dictated by the companys unique needs. This customer-focused approach delivers
value by quickly connecting companies to the resources they need and removing barriers to
business growth. Information gained through the program is also used to make Greater
Richmond an even better place to do business.

Darcy J. Greene
3

Workforce Development Services
Workforce development initiatives in Greater Richmond provide a vital link between employers,
employees, and the education and training communities to expedite the flow of information and
planning in the local job market. Regional College-to-Career Fairs match interns, graduating
seniors and recent graduates of the regions two- and four-year colleges and universities with
area employers and jobs. A Workforce Services Directory, in print and electronic versions,
provides contact information on more than 900 area workforce services providers. The
Chambers NEXT program (Network for Executives in Transition) provides business networking
opportunities for family members of relocating executives. These workforce development
services are provided by the Greater Richmond Chamber through a contract with the Partnership.

Small Business Assistance
Counseling, training, education and information services for small business owners and future
business owners are provided through a partnership of local, regional and national resources. The
Greater Richmond Small Business Development Center is a partnership between the U.S. Small
Business Administration and the Greater Richmond Chamber. The Business Leaders Roundtable
provides a forum for open and confidential peer group consultation. Business owners and
principals can discuss business concerns and enhance their companies growth and profitability.
Small business services are provided by the Greater Richmond Chamber through a contract with
the Partnership.

Research, information and publications support these four main work activities. In addition to
real estate information, the Partnership maintains information on critical business factors,
including labor, education and training, transportation, utilities, taxes, incentives, area industries
and business climate. Presentations tailored to a companys specific needs can be prepared and
comparisons with other metropolitan areas and states can be provided.
The Partnership produces information in a variety of formats, including print publications,
electronic media, maps and tailored CDs. Print publications include Just the Facts, Technology in
Greater Richmond, U.S. Start-Up Model for International Firms, and WORK Magazine.
Electronic information includes the Partnerships website, www.grpva.com, and a monthly email
newsletter, grpva.comment. The Partnership tracks change and innovation in the regions
economy with industry-specific websites and email newsletters for the corporate headquarters,
advanced materials/specialty chemicals, life sciences, logistics, and finance sectors.
Orientation briefings in Richmond or at out-of-state locations are provided in cooperation with
relocation firms. The Partnership also underwrites tailored tours conducted by Leadership Metro
Darcy J. Greene
4

Richmond for Experience Richmond, an orientation program for senior-level executives and
their spouses.
SITUATION ANALYSIS


The Greater Richmond Partnership is the dominant economic development recruiter in the City
of Richmond and surrounding counties. It works to attract new businesses from eight clusters of
industries: corporate and division headquarters, finance securities and insurance, information
technologies, advanced manufacturers, life sciences, creative and knowledge-based services,
logistics and supply chain, and food processing.

Besides being the capital of Virginia and the seat of state government, Richmond is a major
center for business and commerce. Business in the Greater Richmond area has a 400-year
history, and thanks to multinational corporations like Brinks, CarMax, Genworth and
MeadWestvacco, important business history is being made right here today. Rising seven spots
from number 14 in the Forbes Best Places for Business and Careers listings, the Greater
Richmond region has jumped into the top 10 for the first time ever.

Like other fields, economic development is finding more and more reasons for online
communication and Internet usage. Based on a recent survey of the industry, 90 percent of
research on a region is conducted online for relocation purposes prior to reaching out for
assistance. In fact, an online presence has become so important that the International Economic
Development Council now gives awards to companies for outstanding and innovative use of the
Internet and new media, including blogs, podcasts, Wikis, extranets and intranets for economic
development.

In order to keep up with the growing trend of multimedia usage in the economic development
field, the Greater Richmond Partnership has to enhance and expand its online platform. The
Partnership has the opportunity to strengthen their electronic presence and distinguish
themselves online through new media.



Strengths
A great depth of information is available to the Greater Richmond Partnership due to its
tremendous number of resources.
Because the Greater Richmond Partnership has relied on relationships to build its
business, a network, abundant with contacts, has been created.
The Greater Richmond Partnership consists of a team of knowledgeable business
professionals, specializing in various aspects of economic development.
Darcy J. Greene
5

The Greater Richmond Partnerships website contains a lot of useful and updated
information helpful to new and existing prospects, as well as the communities of the City
of Richmond and surrounding areas.
In addition to the Greater Richmond Partnership website, there are four sister websites
containing more specific areas of interest related to the Partnership.
Weaknesses
The Greater Richmond Partnership currently has a website that is not cohesive
throughout and does not have a consistent theme. It is somewhat difficult to navigate,
making it not very user-friendly. This could possibly cause future prospects to disregard
the company.
The Greater Richmond Partnerships website appears database-driven, which is not
aesthetically pleasing for many people.
Because the outdated appearance of the website, prospects may infer that Richmond is
outdated.

Opportunities
Much of todays communication is done online through social networks, giving the
Greater Richmond Partnership an opportunity to utilize this resource.
With consistent changes in technology, business is now conducted faster, and sometimes
more effectively, than ever before.
With an increased usage of online tools, the Greater Richmond Partnership has expanded
opportunities for marketing and business contacts.

Threats
Due to the Greater Richmond Partnerships outdated tactics and lack of innovation,
potential threats exist from those competitors who are current and updated.
In the field of economic development, much of the business is still done face-to-face.
Therefore, the Greater Richmond Partnership should maintain a balance between online
and interpersonal communication. Otherwise, they may risk losing those potential
businesses that still prefer interpersonal interaction.







Darcy J. Greene
6

GOAL

To shift The Greater Richmond Partnership, Inc. (GRP) to an increased online presence and
stronger electronic identity.



















Darcy J. Greene
7

OBJECTIVES

1. Achieve an increase in awareness among business relocation and expansion prospects by
10% in unaided recall and 20% in aided recognition through Internet usage from July 1,
2009 to June 31, 2010.

2. Establish the Greater Richmond Partnerships website as a central communication
network for business relocation and expansion prospects by June 31, 2010.

3. Achieve an increase in the total number of Internet referrals by 15 % from July 1, 2009 to
June 31, 2010.





















Darcy J. Greene
8

KEY PUBLICS AND MESSAGES


1. Business Relocation and Expansion Prospects

The primary focus of the Greater Richmond Partnership is to recruit new businesses into
the City of Richmond and surrounding counties. It looks to attract high-quality jobs and
new capital investment. This public is our primary audience, since they contribute to the
growth of the Partnership, as well as the region. There are eight targeted clusters:
Corporate and division headquarters;
Finance, securities and insurance;
Information technologies;
Advanced manufacturing;
Life sciences;
Creative and knowledge-based services;
Logistics and supply chain;
Food processing.

Key Messages
The Greater Richmond Partnership provides an abundance of reliable
information through its user-friendly website that can be helpful for those
businesses interested in relocation and expansion in the Greater Richmond
area.
Prospects can initiate and develop an electronic relationship with the
Partnership by utilizing social media located on or linked to the
Partnerships website.

2. Existing Businesses and Partnerships

It is a priority of the Greater Richmond Partnership to retain its connection to existing
partners and businesses. This publics attitude and perception of the Partnership could
potentially influence the perceptions of incoming businesses. They also affect the
regions business reputation, in addition to the good name of the Partnership.

Key Messages
With the update of online tools, resources are more readily available and
easily accessible in real time.
The Greater Richmond Partnership connects existing businesses with the
right information, resources and programs in ways that will improve the
business climate.



Darcy J. Greene
9

3. Competing Economic Development Entities

There are thousands of economic development entities across the nation and abroad, all
competing to recruit companies looking to relocate and expand.

Key Messages
The Greater Richmond Partnerships new usage of social media allows
competing companies to connect and share resources.
The Greater Richmond Partnership serves as the authority of economic
development in the Greater Richmond area.


4. Media

Media is an essential tool in any communications plan. Without the support of media, it
will be difficult to boost an online reputation. The media plays a crucial role in
increasing awareness.

Key Messages
Many of the Greater Richmond Partnerships services are often
newsworthy.
The Greater Richmond Partnership serves a positive function in the
Greater Richmond area.
The Greater Richmond Partnership is a helpful and reliable resource for
economic develop and business relocation issues.















Darcy J. Greene
10

OBJECTIVES, STRATEGIES AND TACTICS


Objective 1

Achieve an increase in awareness among business relocation and expansion prospects by 10% in
unaided recall and 20% in aided recognition through Internet usage from July 1, 2009 to June 31,
2010.

Strategies and Tactics
1.) Online Distribution of Publications
Mass e-mails
o Media contact list
E-Newsletter
o Subscriptions
o Notices and renewals
Online trade publications

2.) Social Media
LinkedIn
o Individual and company profiles
Facebook
o Post groups and events
o My Greater Richmond Photo Contest
YouTube
o Video channel subscriptions

Twitter
o Company Twitter account to reach target audience
o Tweet Events
o Connect with other Economic Development companies

3.) Interactive Online Networking
Discussion forums
Webinars
o International Economic Development Council (IEDC)
o Site Selection Network (SSN)


Darcy J. Greene
11

Reasoning
In order to raise awareness among business relocation and expansion prospects, it is essential to
increase aided recognition and unaided recall. Aided recognition is the lowest and broadest level
of awareness and involves acknowledgement of information after it has been mentioned.
Unaided recall is the second level of awareness and is the recollection of information from the
mind without aide.

Networking with professional organizations, such as the International Economic Development
Council and Site Selection Network, is a significant way to increase awareness about your
organization. It also gives you more credibility.




















Darcy J. Greene
12

OBJECTIVES, STRATEGIES AND TACTICS

Objective 2

Establish the Greater Richmond Partnerships website as a central communication network for
business relocation and expansion prospects by June 31, 2010.

Strategies and Tactics
1.) Website Reconstruction
Web Pages
o About us
o Programs
o Data Center
o News
o Relocate and Expand
o Find Property/Site Selection
o Workforce and Data Info
o Database of Companies
o Maps of Area
Links
o Speaking of Richmond
o Funding GRP
o Business First Richmond
o My Greater Richmond
o Twitter
o Facebook
o LinkedIn
o YouTube
o International Economic Development Council
o Site Selection Network
Website Elements
o Discussion forums
o Webinars
o Monitored blogs
o Staff biographies

2.) System of Inquiry
RSS feed
Designated contact person
Automated e-mail response
Darcy J. Greene
13

Reasoning
By improving its website, the Greater Richmond Partnership is creating an online network that is
user-friendly for many different types of users. Elements such as blogs and discussion forums
give the site personality. All of the links make it easy to connect to related websites.






























Darcy J. Greene
14

OBJECTIVES, STRATEGIES AND TACTICS


Objective 3

Achieve an increase in the total number of Internet referrals by 15 % from July 1, 2009 to June
31, 2010.


Strategies and Tactics
1.) Website
Web Pages
o About us
o Programs
o Data Center
o News
o Relocate and Expand
o Find Property/Site Selection
o Workforce and Data Info
o Database of Companies
o Maps of Area

2.) Media Relations
Media contact list
Website media links
o Print
o Television
o Web
o Radio
Online media kit
o Press releases
o Media advisories
o Editorial calendar
o Event notifications
o E-newsletter
o Brochure
o Backgrounder
o Fact Sheet
o FAQ
o Video news release
o Audio news release


Darcy J. Greene
15

3.) Search Engine Assessment
Search engine optimization
Search engine reputation management

4.) System of Inquiry
RSS feed
Designated contact person
Automated e-mail response



Reasoning

Increases in Internet referrals will more than likely lead to an increase in new business prospects.
Building solid relationships with members of the media will result in more press coverage.
Coverage in traditional media should direct attention to the website.

Search engine assessments provide a unique opportunity to manage web searches. By searching
key words and phrases, prioritized information about the Greater Richmond Partnership can be
accessed.

















Darcy J. Greene
16


CALENDAR


Date Description


July 1, 2009 Begin research on website design companies

September 1, 2009 Make final decision on website designer

September 2009 Consult with designer about website layout, design
and contents

October 2009 Confirm that all LinkedIn and Facebook accounts
are finalized

November 2009 Add additional elements to website, including links
and discussion forums

December 2009 Finalize details of website

December 27, 2009 Send electronic media kits about new website

January 1, 2010 Launch new website

March 2010 Quarterly website review

June 2010 Website assessment











Darcy J. Greene
17


BUDGET


Service Cost


Outsourced website reconstruction $30,000


Total cost $30,000