Digital Media and the Branding of Downtowns: Strategies for New Business Development Using Paid, Owned and Earned Media November, 2013 | Page 23

the response from readers: tens of thousands of people read the site each day and the monthly
gatherings (promoted through Twitter) consistently attract 100-250 people. He says startups have
specific needs that don’t necessarily apply to large businesses.
“Startups don’t need huge tax breaks because they’re not that worried about taxes, they’re worried
about the next day,” Procopio said. “If you give them the space, you give them the opportunity, you
introduce them to a few people, they will do the rest themselves. They will take that and move with it
and go farther than you would ever think possible as long as they aren’t constricted.”
Digital media can enhance these efforts. Local chambers of commerce and downtown managers can use
their paid, owned and earned sources to highlight startup success stories. Startups are so focused on
businesses, he says, they don’t always promote themselves very well to traditional media outlets.
“I think the best thing that someone like a chamber of commerce could do would be to develop
relationships between local, regional and national media and their best and brightest talent and sort of
turn on the megaphone where that’s concerned,” Procopio said. “At the end of the day, entrepreneurs
and startups don’t do press that well. The good ones are more focused on the product and the customer
and things like that.”
James Goodmon, Jr. played a pivotal role in creating the American Underground, the tech startup hub in
downtown Durham that’s opening a separate facility in Raleigh in 2013.
“You get a bunch of entrepreneurs together, you give them great, cool space, and they’ll create a
community of entrepreneurs,” Goodmon said. “Then they’ll start spreading the word via social media,
not because they want everybody to know about it, but because that’s the natural evolution of things.”
Adam Klein, Chief Strategist for the American Underground, says digital media can play a direct role in
connecting entrepreneurs with the space and support they need.
“Say that their youth are graduating high school or finishing college (the organization could) stay in
communication with them through social media to let them know about interesting things that are
happening back home,” said Klein. “They could also say, ‘Hey, if you want to start a company, come
home, we’ll get behind you. Let’s take over an old house downtown and get really great internet in
there and let’s get five or 10 entrepreneurs together who grew up here and want to come back to the
community to start a company. We’re here, we’re behind you.”
Business Incubators
Capitol Broadcasting Company owns the American Underground space in downtown Durham. If your
community is thinking of creating an incubator for startups, CBC President and CEO James Goodmon
says to make sure the offline environment is also up to speed. There are distinct roles for investors, nonprofits and government.
“While the private sector needs to do this, there are two or three really important things that the public
sector has to do,” Goodmon said. “Any time you’re developing anything anywhere, the first thing you

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