Real estate is defined by location. Consider the housing market. While national research and trends may be of interest to you, local property values in your neighborhood likely have the most immediate value.
Like real estate, much news is driven locally. National business, financial and trade journalists maintain their influence (especially in technology and B2B). However, you might be surprised by the sway of your local community newspaper.
At Strategic Communications Group (Strategic), we consistently tap local media to support our clients’ business goals. Here are some best practices we’ve developed during the past decade you may find useful:
1. Target geographies with a high density of customers. When mobile marketing start-up Acuity Mobile began to rev up sales, we took our media outreach to the Big Apple. That’s because New York City is the center of advertising with thousands of ad and interactive agency executives herding each morning into subway cars.
We Know Where You Are, Now Shop
amNY.com
http://www.acuitymobile.com/docs/AMNYAcuity10172007.pdf
2. Enhance the effectiveness of your employee recruitment and retention efforts. Connect with this audience by promoting your culture and growth strategy in the media they and their families turn to for news of the neighborhood. For WAM!NET Government Services, we delivered media results that helped the company bring on board more than 100 Cisco-certified engineers to work at military bases across the country.
Military Subcontractor Adds to Technical Staff
Honolulu Star-Bulletin
http://starbulletin.com/2003/04/24/business/index3.html
3. Speak to your corporate success with local context. Government integrator Stanley (NYSE: SXE) has delivered high quality, professional services in support of the State Department’s Passport program. To continue to demonstrate its qualifications, the company worked with Strategic to tell its story through a grassroots approach.
Officials: New Passport Center Will Ease Backlog
Northwest Arkansas Local News
http://www.nwaonline.net/articles/2007/06/14/news/061507arpasspor
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