VEDP MARKETING AND COMMUNICATIONS OVERVIEW

1. VEDP MARKETING AND COMMUNICATIONS OVERVIEW Accenture, Arlington

2. MARKETING AND COMMUNICATIONS MANAGES A MULTI-FACETED MARKETING PROGRAM • Utilize multiple strategies to promote Virginia’s brand to targets (e.g. c-level executives, site selection consultants) • These strategies and tactics inform and influence targets’ perceptions about the Commonwealth in order to improve Virginia’s reputation and increase consideration of the state for business investment • Integrated marketing communications include print and online marketing materials, the sponsorship of events and conferences, familiarization tours, direct mail and email, social media campaigns, and targeted advertising • Integrated marketing communications

3. A COMPREHENSIVE MARKETING PROGRAM INCLUDES SEVERAL CORE ELEMENTS Integrated Marketing Communications Activities to Increase Awareness and Improve Perceptions of Virginia as a Place for Business • Advertising (digital and/or print) • Earned media in target industry publications • Social media • Familiarization Tours Best-in-Class Branding, Materials, and Content to Drive Consideration of Virginia • Website with sophisticated tracking and analytics • Targeted direct mail • Site consultant cultivation • Calling campaigns based on industry research and intelligence • Sales activities by foreign representatives • In-market call trips and Governor missions Lead Generation and Qualification Activities to Identify Potential Projects Lead Conversion • High quality, professional, branded presentation materials and RFI/RFP design and content Project Cultivation to Drive a Choice for Virginia • Social and earned media related to the announcement • Announcement content incorporated into marketing materials (e.g. website) Announcement (Project Conversion) • Utilization of business champions in marketing campaigns and activities as well as at critical junctures of the project cultivation process Support that Cultivates C-Level Enthusiasm for Virginia

4. MARKETING AND COMMUNICATIONS INTERNAL STAFF Lori Melancon Vice President Marketing and Communications Grace Porter Marketing Associate Danni Neal Graphic Designer Kevin Miller Director, Marketing Suzanne Clark Director, Communications Kelly Spraker Director, Events Blair Gutermuth Manager, Marketing Meaghan Green Communications Specialist

5. Collateral development to support lead generation and project management activities Website management and maintenance; including lead tracking Advertising development and management (limited based on funding) Social media communications Direct mail and email communications with site consultants and prospects THE MARKETING AND COMMUNICATIONS TEAM SUPPORTS FOUR CRITICAL COMPONENTS OF MARKETING VIRGINIA FOR BUSINESS (1/4) Brand managers develop marketing materials that communicate Virginia’s advantages for business GEICO, Fredericksburg 4

6. Cultivation of trade and industry media to encourage coverage of Virginia for business, including target industries and rural Virginia Implementation of multiple inbound FAM tours for trade and industry media Press announcements and events for Virginia’s business development wins THE MARKETING AND COMMUNICATIONS TEAM SUPPORTS FOUR CRITICAL COMPONENTS OF MARKETING VIRGINIA FOR BUSINESS (2/4) The communications team manages VEDP’s relationship with the media ADP, Norfolk 5

7. Execution of conference sponsorships and events Management of conferences and events hosted in Virginia THE MARKETING AND COMMUNICATIONS TEAM SUPPORTS FOUR CRITICAL COMPONENTS OF MARKETING VIRGINIA FOR BUSINESS (3/4) Event managers work with stakeholders to promote Virginia at conferences and special events both inside and outside the Commonwealth The Port of Virginia 6

8. THE MARKETING AND COMMUNICATIONS TEAM SUPPORTS FOUR CRITICAL COMPONENTS OF MARKETING VIRGINIA FOR BUSINESS (4/4) Staff supports the site consultant cultivation program in conjunction with Business Investment Tracking of consultant relationships Conducting some 1:1 briefings with consultants Managing in-bound consultant FAM tours 2018 FAM Tour, New River Valley 7

9. VEDP LAUNCHED NEW COLLATERAL MATERIALS AND WEBSITES ON JUNE 18, 2018 Lidl US, Arlington 8

10. Identity system • Report templates • PowerPoint templates • One-pagers (e.g. incentives, International Trade flyers) • Email Templates • Industry brochures (available in September) • NEW COLLATERAL INCLUDED MATERIALS FOR BOTH VEDP STAFF AND OUR PARTNERS • Rolls-Royce, Prince George County 9

11. THE FIRST ISSUE OF VIRGINIA ECONOMIC REVIEW MAILED LAST WEEK 10 Barboursville Vineyards, Orange County

17. WE WILL BEGIN SHOOTING A C-LEVEL TESTIMONIAL CAMPAIGN IN MAY 16 Plains All American Pipeline, York County

19. M&C WILL DEVELOP MATERIALS AND CONTENT TO PROMOTE VEDP’S NEW CUSTOM WORKFORCE TRAINING PROGRAM 18 Capital One, McLean

20. WE ARE ON TWITTER AND LINKEDIN FOLLOW AND LIKE US! 19 Anheuser-Busch, Williamsburg

21. VEDP AND ITS PARTNERS HOST FAM TOURS FOR INDUSTRY MEDIA TO EXPERIENCE VIRGINIA FIRST-HAND 20 Munters, Buena Vista

22. THE COMMS TEAM CONTINUES TO COORDINATE EVENTS AND RELEASES FOR GOV. NORTHAM (~100/YEAR) 21 Micron, Manassas

23. Key contacts for Marketing & Communications inquiries For any and all media inquiries and press release questions • Suzanne Clark – Primary Contact (media@vedp.org) • Meaghan Green - Secondary contact (mgreen@vedp.org) For advertising inquiries & website questions • Kevin Miller (kmiller@vedp.org) For event inquiries • Kelly Spraker (kspraker@vedp.org) For marketing material requests, social media, or marketing resource database questions • Blair Gutermuth (bgutermuth@vedp.org) For general M&C strategy info and consultant outreach questions • Lori Melancon (lmelancon@vedp.org)

24. Thank you