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Archive for the ‘Marketing’ Category

Hagerstown Advance launches in September

posted by Scott on October 16th, 2009

Hagerstown Advance

The City of Hagerstown contracted us to plan, map out and create a new web presence that would promote a new specialized economic development initiative. After listening to the goals of the project, we recommended building a set of tools that can actively be used by city staff, current business owners, and new business prospects, instead of a static brochure-style website.

The site also includes a custom content management system that allows the city to update it whenever they want without any programming knowledge required. From adding text to images to updating page title tags, practically everything is managed in the CMS while maintaining its simplicity and easy of use. The city decided that instead of relying on one staff member to keep the entire site fresh and relevant, they wanted to assign staff to specific sections — we added a user permissions module so that staff personnel could only update their assigned section. We also included some safeguards to prevent those “oops!” moments.

The site plan includes separate phases, with “Phase 1″ being launched in September.

Hagerstown Advance has been a fun project to work on and it means a lot to us that this initiative is successful because we live and/or work in Hagerstown. And with our past experience in specialized economic development projects, it was natural fit for us.

We’re continuing to add content and new features to the site, so be sure to check it often. www.hagerstownadvance.com

Note: The Hagerstown Advance project also includes a DVD which was produced by High Rock Studios, and print pieces which were created by High Rock Studios and Fleetwood Design. High Rock also designed the Hagerstown Advance logo and Ridgerunner Publishing provided all of the photography.

Charleston, SC Flagship and Hagerstown’s New Course

posted by Tim on September 23rd, 2009

flagship

As a great model for city economic innovation, brain-drain mitigation, neighborhood revitalization, independent retail invigoration, the Charleston Digital Corridor (CDC) expands one of its proven initiatives into full scale incubation. The CDC economic development initiative continues to enjoy documented growth in knowledge-based business sectors, elevating wages,  and workforce development at the entrepreneurial, student and neighborhood level. Previously housed in a second floor office of a renovated building on Meeting Street, the Charleston Digital Corridor recently launched its new community multi-use building – The Flagship!

In its previous space, there was room to support two start-ups at a time. Now, as a result of continued growth, demand and a commitment to sustainable construction techniques, the Corridor renovated an old video store into a 5,400-square foot space on East Bay Street, staying in close proximity to downtown amenities and universities. Like most incubation spaces, the Flagship is not meant to be a long term home, but rather be a supportive ecosystem to start-ups that sync with the special economic development goals of the City.

For me, I’ve been a believer, willing student and contributor to the Corridor initiative since its inception, when it was met with opposition that Charleston was no “Raleigh Research Triangle Park, or Atlanta, or Charlotte, etc. However, through the vision and perseverance of its founder, Ernest Andrade, the city’s Business Development Director, along with a few committed investors and start-ups, vibe and ideas were harnessed and the Corridor project has succeeded even beyond the expectations of city officials. Not only has it helped grow the city’s knowledge-based businesses from 18 to 88 and counting, and doubled wages for those working in these companies within the defined corridor districts, but it has also helped revitalize entire neighborhoods, foster retail traffic, and provides job opportunities for downtown residents and students who’d normally look outside the area for employment. Now the model is being set-up as one to follow for other communities looking to turn around their downtown, keep the students and entrepreneurs home and make a new name for themselves to change perceptions and attract high tech companies.

We’re now supporting similar efforts now afoot in Hagerstown, MD and have brought many of the initiatives, strategies and innovative focus points to a city that has a vibe similar to one I witnessed in Charleston, SC in 2001. Downtown Hagerstown has a good inventory of historic buildings (with unique second and third floor office space) – most in much better shape than those in the targeted districts in Charleston. Hagerstown has many higher education facilities, as well as a nationally ranked public education system. Hagerstown has Barbara Ingram School for the Arts – downtown! There are new, independent shops, restaurants and coffee houses popping up. Hagerstown has a strong collection of design and high-tech firms that do big city-level work, and stand to benefit from the effort’s goals of growing more professional services, bio-tech and other knowledge-based enterprise.

Hagerstown Regional Airport now provides commercial jet service, though just to Florida at the moment (I’d like to see a direct to Charleston), and offers short commuter flights to BWI and Dulles. Hagerstown is a “quick” 90 minutes from Baltimore and Washington, DC – an easy drive facilitated by its great location at the crossroads of two of the most accessible interstates in the country. The City has an impressive collection of incentives to help investors, start-ups and others who want to jump in the arena and make things happen. And, just like Charleston, SC, Hagerstown enjoys a strong logistics and manufacturing economic backbone, which is locally supported by the Washington County EDC. In Charleston, and other successful communities, their regional development authority and specialized economic development initiative strategically work together to reach their respective goals for the overall community.

I am enthused with the area’s positive energy and feedback, and feel Hagerstown is poised to really take-off and make its own name that will attract and foster more positive things for area businesses and citizens. As our national and global economies continue to present challenges, I feel fortunate to live in an area that has so much going for it, and a city that is taking bold, strategic steps to make good things happen, rather than waiting for things to happen to them. If only communities like Detroit and others would have fostered more diversity in their economic initiatives, there could be less blight and joblessness in some of these communities.

In the end, the Hagerstown goals are very similar to Charleston’s; diversify an economy so the region doesn’t have its eggs in one basket, grow wages, revitalize neighborhoods, and bring more (and better) opportunities for gainful employment and positive activity to support the quality of life benefits that make this area a great place to live.

Advertising “Serves” Your Bottom Line

posted by Scott on July 24th, 2009

Last weekend I was at one of my favorite privately-owned restaurants in the area and while the food was fantastic (it always is), our party left shaking our heads.

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Connect with your audience

posted by Scott on July 21st, 2009

Connect with your audience

A good web strategy is more than just having a website and updating it every now and then. Social media tools such as Facebook, Twitter, and YouTube are just a piece of the puzzle, but they empower you with the ability to increase your reach and engage new audiences. It’s encouraging to see more businesses willing to experiment and try new things in regards to social media, but many of them aren’t being used effectively.

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Is your website outdated?

posted by Scott on July 15th, 2009

A website is similar to another purchase we’re familiar with, an automobile, in that it requires upkeep and maintenance in order to look good and function properly. Many businesses just want to launch their site, be done with it, and never worry about it ever again. They might be too busy, or are simply intimidated by the learning curve in making updates (which can be averted by using a content management system, more on that later).

Whenever you completely redesign your website, the previous investment that you put into it is lost. There may be times when a complete overhaul is necessary, but by investing time and resources into your site, it will continue to evolve and stay fresh. You’ll also avoid having a new expenditure every few years to get a new website.

Here are a few signs that your site may be due for an upgrade or complete makeover.

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