Digital Media and the Branding of Downtowns: Strategies for New Business Development Using Paid, Owned and Earned Media November, 2013 | Page 19

Large Business and Industry
Larger employers need a talent pipeline that allows for workforce renewal when people move away or
retire. As we referenced in the previous section, many of the best employees are drawn to great places
first, even if they have to move there without a job. Many are looking for attractive communities with
lots of amenities such as restaurants, unique shops, bars and coffee shops.
“If you ask the companies why they’re locating in downtown, it’s because it’s a place where talent wants
to work,” said James Sauls of Raleigh Economic Development. “Talent wants access to the amenities
that are being offered and they don’t want to necessarily
drive to a suburban office park and have to drive to a
café to eat lunch.”
The positive ecosphere created by paid, owned and
earned media can be part of an overall effort to make
your community the perfect place to put down roots.
Creating and nurturing a positive chatter goes hand in
glove with your efforts to create a pleasant, safe and
energetic atmosphere.
Software company Red Hat recently moved its

“Businesses in general like to be around places that have headquarters to downtown Raleigh.
energy and activity and success tied with it,” said
Raleigh’s Derrick Minor. “The more active you are on social media…not even the organizations that
represent the downtown or represent the city, but just citizens and residents themselves being active on
social media and talking about the great restaurants and festivals and parades, I think that in itself is the
icing on the cake. (A company like) Red Hat is not going to say, ‘There was a great twitter feed for
downtown Raleigh last night so we’re going to make a decision to invest 30-million dollars and bring
1500 employees to downtown’, but it definitely doesn’t hurt.”
Consider using paid, owned and earned media to highlight festivals, live music and volunteer
opportunities and ask your more influential supporters to do the same.
“The companies might think, ‘I could be in other parts of the county or in a more suburban setting or
location, but what if my competitor is in downtown that has the amenities, that has the close proximity
to where they live, are they going to win out on that opportunity?’” said Minor.
Small Business
For smaller businesses, your impact is often more direct. Your media channels can become a
value-added proposition for a small business that lacks the financial resources or expertise to do so on
its own.

Page 19