Century Receives New $5,500 Marketing Plan
April 18, 2013
Town officials in Century got their first complete look this week at five-year marketing plan that the town council voted to purchase back in November 2011.
The council voted to enter into a no-bid contract with Ideawörks of Pensacola for $11,450 for a packaged that was to include $4,200 for a “basic website design”, $1,750 for a content management system (CMS) to allow town employees to update the site, and $5,500 for a five-year comprehensive marketing strategy to include “grant identification, development, PR plan, five-year marketing plan and budget”.
The new website was unveiled in May 2012. Town council members were told during a meeting Monday night that the 41-page marketing plan was now available for their review.
The plan recognizes that rural communities like face “significant challenges” for economic development and growth. It recommends that Century’s brand be based upon identified strengths of natural beauty, history and location.
Marketing goals in the plan include the branding of Century as a competitive business locations, an available workforce and a quality of life. The plans also calls for Century to use partnership with other groups, such as the Pensacola Chamber, to expand marketing reach.
The plan suggests four target business types as growth potential for the town — agricultural, manufacturing, small businesses and “other”, including lodging.
In order to compete, the plan states Century must market sites in and around the town, maintain a website, receive positive media attention and have “residents dedicated to economic development” and c0mmunity pride.
The plan also recommends outreach to media, including business publications like Inc., Forbes, Wired, Entrepreneur and Wired, and submitting Century for various “top” lists such as “Best Place to Start a Small Business” in Inc. magazine.
Other marketing tactics including send a potted tree or plant to business prospects along with a USB drive of information and a card tied to the tree imprinted with “Grow A Business in Century”.
The plan also includes numerous pages of grant and business program information reprinted from government, educational and other websites.
In conclusion, the marketing plan states, “At the end of the day, no marketing plan or website or any kind of outreach can be successful without the backing of Century’s residents. What makes residents proud of Century?”
And concerns in the plan include, “We’ve heard that major businesses are not hiring locally, and many local residents were not shopping locally. The negative attitude of community members was also a major concern. Some have cited defeatist attitudes, apathy, lack of communication, and resistance to change as barriers to economic development efforts.”
Pictured top: The Century Chamber of Commerce building. Pictured inset: The Health and Hope Clinic in Century, which provides free healthcare for uninsured and under-served, was identified as a town strength. NorthEscambia.com photos, click to enlarge.