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Competition between states to attract new businesses and investment is fierce. To stand out from the crowd, Enterprise Florida recently undertook a comprehensive refresh of its brand and key marketing assets, including its website.
Their new website, created by Development Counsellors International (DCI), is particularly innovative as it incorporates a new software technology pioneered by Localintel Economic Development called ‘Location Advantages Marketing’. In this article, we will explore the concept of Location Advantages Marketing and how Enterprise Florida harnesses it to promote the state and attract businesses.
What is Location Advantages Marketing?
Location Advantages Marketing uses engaging data-driven visualizations that promote what makes a location desirable to a particular target audience.
How does Location Advantages Marketing differ from traditional data tools?
There are three differences:
- Designed to promote and generate leads: The primary purpose of location advantages marketing tools is to grab the attention of website visitors, increase user engagement and help you generate leads (i.e. they are marketing tools not deep dive research tools).
- Focus on the positive: If you are trying to stand out from the competition, it’s best to start with the strongest sales pitch you have. Location advantage marketing tools are specifically designed to focus on the positive aspects of your location.
- Deeply integrated: Location advantage marketing tools integrate into an existing web page and complement other marketing content to ensure you're telling the story more effectively.
How does Enterprise Florida’s new website use Location Advantages Marketing?
There are six areas within Enterprise Florida’s website that include Localintel’s innovative Location Advantages Marketing tools:
- Business Climate
- Education
- Education
- Infrastructure
- Major Industries
- Regions
Business Climate
People like creative and stimulant content, which departs from the typical and lets them interact. If people engage with the content, the marketing message is more likely to resonate.This is why Enterprise Florida includes three of Localintel’s plug-n-play marketing tools on their Business Climate page.
The dynamic Economic Advantages dashboard showcases Florida’s rapidly growing population, huge GDP, top export markets and number 2 ranked foreign trade zone network in the US.
The Fast-Growing Industries tool, allows people to explore the industries driving employment growth in Florida, including logistics, tourism and corporate head offices. The tool clearly shows the growth of Florida’s tech industry with well over 20,000 jobs added in Software Publishing and Computer System Design sectors since 2015.
Florida’s biggest industries are also showcased using Localintel’s Largest Industries tool. Whilst Florida’s economy is often associated with tourism, the tool clearly shows massive levels of employment driven by:
- Management, Scientific, and Technical Consulting Services
- Management of Companies and Enterprises
- Computer Systems Design and Related Services
- Insurance Carriers
- Architectural, Engineering, and Related Services
- Software Publishers
- Navigational, Measuring, Electromedical, and Control Instruments Manufacturing
Education
One of Florida’s strongest selling points is its higher education system that drive workforce supply and innovation. By adding Localintel’s interactive Talent Pipeline Advantages tool to its Education webpage, Enterprise Florida is visually showcasing this strength. They are also making it easier for people to explore enrolments in the state’s extensive network of higher education facilities and institutions by STEM categories.
Workforce
Florida is home to an educated, talented and diverse workforce and is consistently ranked among the best in the nation. The interactive Workforce Advantages dashboard helps to get this message across to people by highlighting the state’s low unemployment rate and workforce size, growth and distribution.
Infrastructure
Florida’s transportation infrastructure is one of the world’s most extensive multi-modal systems and a huge draw for businesses. Through a highly engaging experience, users can explore the extensive air, road, rail, port and broadband networks that connect Florida to the nation and world using Localintel’s Logistics and Accessibility Advantages tool.
Major Industries
Few states can match the scale and scope of Florida’s industry assets. Enterprise Florida’s website showcases each of the state’s nine key business industries using Localintel’s Target Sector Advantages tool. People can quickly appreciate the size, growth and location of the major industry. The dynamic map highlights where the industries are clustered and encourages user interaction and discovery.
Regions
Florida’s diverse regions are filled with opportunity in a variety of industries. Enterprise Florida’s new website promotes the economic strengths and business advantages that each region offers by providing a suite of Localintel marketing tools. These tools provide creative and relevant content that let people engage with the website and learn about a region’s strengths.
