We know what’s happening in the halls of most city and county government offices right now (besides lumbering walks to the water cooler while daydreams of holiday naps ahead).
Budget discussions.
For those with calendar year budgets, departments take this season to review what worked, what needs to improve, and, of course, where next year’s dollars go.
We’ve found that marketing tends to get pushed to the edges of the metaphorical spreadsheet even in high-level budget conversations—or worse, left off entirely.
How can you make the case for your marketing budget to councils, commissioners, boards, or key stakeholders?
As we’ve often said, economic development IS marketing.
Economic developers are tireless advocates and promoters of their communities, spreading their message to new businesses, residents, tourists, and more. This story is one told largely through marketing!
Without a strategic focus and the appropriate resources, your community can miss significant opportunities to share its assets and advantages.
As the new year approaches, it is a perfect time for your team to regroup and focus on how you want to promote your community. How does marketing play into that?
Think about the stories you want to tell and the projects you’re eager to promote. Your vision needs visibility—that’s where a marketing investment comes in!
Remember: Your Council, Commissioners, Board, and other stakeholders aren’t mindreaders.
Don’t assume that everyone “gets” the value of marketing.
Showcase the potential economic impacts of your projects to help your stakeholders understand their value to drive growth, attract new investment, and strengthen the community.
Discuss with your team how to make the case with your department heads so they can advocate for your budget line, too.
How to Make a Compelling Case for Improvement
- Look to the private sector. What are other organizations outside of economic development doing to stay relevant and get ahead of new trends? Gain inspiration from what private sector companies are doing with their marketing to get inspiration for your community’s marketing!
- Get the data! There is power in numbers; know the return on investment for your work. Not sure where to start with data-driven marketing? Here’s some tips to get you started! 😀
- Highlight community impact. From local business support to attracting tourists or boosting local pride—show how marketing can make positive changes!
- Align projects with stakeholders’ broader goals. Know the audience and get on their side!
- Keep it short! Focused info is best when making the case for more marketing dollars!
For those halfway through their budget year, now’s a great time to review what’s left in your pot.
Need a fresh marketing perspective or new collateral for key industries? Consider using extra funds to expand your bandwidth with expert support (hint: that’s us at PPR Strategies)! Don’t be a stranger—click here to bring your marketing plans to life.
As you go into this year’s budget discussions, remember that you’re advocating for your community’s growth, vibrancy, and future—not just funds.
