CONSULTATIVE MARKETING

DCG Corplan develops multi-channel marketing strategies

DCG Corplan crafts branding strategies supported by documented viability studies and specialized industry prospectuses.

Our unique techniques produce marketable end results by demonstrating what industries can flourish in your area and why you stand out above the competition, thereby developing a marketable brand image for your economic development program.

DCG Corplan recognizes the value of branding in promoting your location

Working in concert with economic development efforts to develop a sound and well-executed marketing plan designed to:

  • Ensure adequate demand
  • Identify prospective investors
  • Create convincing message
  • Reach decision-making executives
  • Provide cost-savings opportunities
  • Meet or exceed strategic objectives

Case Studies

placeholder image
The Carolinas Gateway Partnership Marketing Services
Client: Carolinas Gateway Partnership
Rocky Mount, NC

The Carolinas Gateway Partnership (CGP) is a public-private industrial recruitment agency dedicated to the development of the Eastern North Carolina counties of Nash and Edgecombe. It represents a collaborative effort of the two counties and 18 cities, towns, and municipalities, coinciding with the defined Rocky Mount Metropolitan Statistical Area. Principal cities in the MSA are Rocky Mount (population 58,700) and Tarboro (population 11,100).


placeholder image
West Kentucky Target Industry Marketing Study
Client: West Kentucky Corp.
Murray, KY

The West Kentucky Corporation (WKC) represents the interests of business and industrial organizations, financial institutions, universities and technical schools, local and state government, economic development, tourism, and similar organizations throughout 45 counties in the western half of the state. Representative communities in the area include Bowling Green, Elizabethtown, Henderson, Hopkinsville, Murray, Owensboro, and Paducah.

WKC’s stated mission is to create more and higher quality opportunities for residents of the area by building, expanding, and sustaining the regional economy. These goals are accomplished by assisting communities to raise the quantity and quality of their job training programs; to address infrastructure and technology needs; and to create sources of capital and other incentives for business and industry. A key function is to target business and community marketing efforts both in the U.S. and abroad.

DCG Corplan Consulting has been engaged to provide professional consultative marketing assistance to WKC. That activity focuses on five different industry sectors mutually selected as the most likely targets for the area, namely: plastics, auto components, instruments, food products, and printing.

To date, this activity has generated 51 specific leads and systematic follow up has involved forwarding of requested information to scores of these firms, along with subsequent prospect visits. Currently, 10 of these prospects are actively considering establishing or expanding facilities in West Kentucky.

Based upon the success of DCG Corplan Consulting, WKC has extended the consultative marketing contract several times and is now exploring additional recommended ways to expedite the economic development program.

placeholder image
Competitive Advantages for Location of Intern'l. Business and Logistics
Client:Ogdensburg Bridge & Port Authority
Ogdensburg, NY

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus malesuada libero, sit amet commodo magna eros quis urna. Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci.

Aenean nec lorem. In porttitor. Donec laoreet nonummy augue. Suspendisse dui purus, scelerisque at, vulputate vitae, pretium mattis, nunc. Mauris eget neque at sem venenatis eleifend. Ut nonummy. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus malesuada libero, sit amet commodo magna eros quis urna.

Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Aenean nec lorem. In porttitor. Donec laoreet nonummy augue. Suspendisse dui purus, scelerisque at, vulputate vitae, pretium mattis, nunc. Mauris eget neque at sem venenatis eleifend. Ut nonummy.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus malesuada libero, sit amet commodo magna eros quis urna. Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Aenean nec lorem. In porttitor. Donec laoreet nonummy augue. Suspendisse dui purus, scelerisque at, vulputate vitae, pretium mattis, nunc. Mauris eget neque at sem venenatis eleifend. Ut nonummy.

 Industry Prospectuses

From experience, we have recognized that one of the most effective marketing tools is an industry-specific report that highlights the advantages of conducting business in a given location. Successful outreach to executives requires a sophisticated approach to message delivery.

DCG Corplan develops industry prospectuses for identified businesses that are generated from target industry and cluster analyses, or as stand-alone studies. These unique reports evaluate the effects of competition and growth potential while focusing on an area's locational strengths and assets.

Written in concise business language format, industry prospectuses are designed to elicit a positive response from target audiences within defined industry sectors. Each report contains detailed cost and revenue projections intended to demonstate the stengths of the target market.

  Targeted Contacts

Identification of a target audience is the first step in successful marketing. Knowing who to contact in an organization is a major milestone that many inexperienced marketers fail to achieve.

DCG Corplan identifies the leading industries in targeted sectors and then develops a contact database of the key administrative or "C" level executives (CEO, COO, CFO, etc.) who are most likely to be the individuals responsible for location decisions. Our program covers these activites:

  1. Contact database
  2. "C" Level executive outreach
  3. Face-to-Face interviews
  4. Delivery of pre-prepared marketing materials
  5. Response to questions or comments

  Brand Development

DCG Corplan projects occupancy penetration factors, estimates sustainable facility size, and calculates the fair market absorption for the subject property. Our GIS technology allows us to track changes in wealth and income, new trends in population dynamics, and other important demand drivers over a wide geographic areas to find the right location for your development.

DCG Corplan is adept at recognizing the distinguishing elements that each location offers. A "Place-Based" branding strategy is developed that the community can utilize in direct mail, print advertising, or on-line marketing activities.

Initial logo designs and tag lines are created for review, together with mock-ups of proposed website design. From these sketch ideas, hand-offs to local design and IT professionals are easily accommodated, thereby ensuring that the work is continued under direct control of the host agency. Or, DCG Corplan can assume the lead for media and internet development.

  Outreach Strategies

In today´s information-rich business environment, delivering convincing marketing messages requires a mastery of social media and internet broadcast as well as traditional media marketing. Competition and cost of advertising drives many decisions but often strategies may fall short of projected outcomes.

Our market-driven research reveals how downstream projects will influence the supply picture and your project's development potential. Discussions with local developers, realtors and owners will shed light on the most appropriate means of positioning facilities or properties for specific economic development initiatives.

DCG Corplan employs the most diligent approach possible toward media selection and manipulation by weighing the costs and benefits of each channel. SEO, low-cost video production, radio broadcast, Skype, webinars and useful social media sites such as LinkedIn are first-choice courses of action for sucessuful marketing outcomes, with traditional print advertising methods relegated to less-than-desirable positions.