Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: THURSDAY, June 14, 1990 TAG: 9006140081
SECTION: BUSINESS PAGE: B-9 EDITION: METRO
SOURCE: GEORGE KEGLEY BUSINESS EDITOR
DATELINE: LENGTH: Medium
The promotion, through trade magazines and five direct mailings to companies, will cost about $227,000 this year, said Beth Doughty, marketing and research director for the partnership. The plan has been approved by the executive committee and recommended to the board.
The valley economic development organization has been relying in part on promotional help from the state, she said, but after significant budget cuts in the Department of Economic Development, "we have more of the burden ourselves."
Roanoke's quarter-million-dollar program is cheaper than that of many competitors, Doughty said.
Region 2000, the Lynchburg area development organization, is working on a $320,000 marketing program, said Lee Cobb, economic development director.
In Roanoke, the Regional Partnership is targeting electrical and electronic component companies, manufacturing machinery, plastics and auto-parts makers - "best suited" for this area, Doughty said.
Roanoke is well located to supply the Midwest auto industry, from Tennessee north, she said.
Her research targeted high-rate expanding companies and those suited to the valley's strengths, such as labor productivity and central market access via Interstate 81.
Mark Heath, executive director of the group, will travel to some of the companies, both in and out of the country, Doughty said.
The expanded program will be financed by increased individual memberships. Membership has grown in the past two years from 170 members paying $85,000 to 379 members contributing $200,000. Local governments also contribute.
All companies receive a lot of development messages "but we feel we can stand out," Doughty said.
Information will go to chief executives, real estate officers and "gatekeepers" - companies' relocation experts who influence site decisions.
The targeted approach differs from past efforts when the emphasis was on general media advertising, she said. "We have better resources now."
by CNB