Business Marketing Initiative

Through an increased use of “promoted posts,” social media followers increased 52 percent year over year from 3,575 in June 2013 to 5,450 in June 2014 Monthly email contacts increased 81 percent year over year from 4,347 in June 2013 to 7,885 in June 2014

Another key aspect of general marketing is the expansion of the Governor’s Utah Business Ambassadors (UBA) program, an outreach effort that targets C-level executives around the country and provides them with Attendees network at a Utah business tools to promote Utah advantages to ambassador reception in January. their peers This program emulates an alumni network, developing contacts with a personal connection to Utah, whether that be educational or business related The UBA contact list expanded from 250 to 448 in FY2014, and recipients received monthly emails throughout the year

Clusters

Industry roundtables were a supporting effort of cluster development The marketing department orchestrated four roundtables through the fiscal year, providing the Governor with listening sessions focused on the software/IT, aerospace/defense, outdoor products, and innovation communities More than 120 executives met with the Governor at these events The team was also instrumental in launching the first annual Governor’s Outdoor Recreation Summit, in support of the newly formed Outdoor Recreation Office A monthly email – “Utah Talks Tech” – was also launched during the year to target in-state software/IT industry leaders

Austin Jensen, USU research engineer at the AUVSI Utah booth in Orlando, showing off the AggieAir unmanned aerial system.

Corporate Recruitment

Promotional efforts assisted the Economic Development Corporation of Utah (EDCU) in engaging with large companies and site selection consultants These included development and placement of 14 print ads and seven advertorial sections On the event side, GOED Business Marketing collaborated with EDCU at major trade shows including ICSC (retail), AUVSI (aerospace/defense), SAMPE (advanced composites) and site selection consultants (IAMC)

GOED print and online advertising generated 75 inquiries – about six per month – which were passed to EDCU for evaluation

In the spring of 2014, the team spearheaded a pilot social media/email program designed to promote traffic to the Utah Technology Council job board Coordinating with local universities, the pilot aims to build job awareness out of state among IT professionals that may have a Utah connection and would consider a career change

In-state Business Services

Two print ads with Utah-based publications promoted Business Resource Centers and other GOED services Sponsorships drove awareness with stakeholders and out-of-state business visitors Key efforts included the Utah Technology Council, Sundance Film Festival, Utah Private Equity Summit, Wayne Brown Institute and Utah Hispanic Chamber of Commerce

Troy Flanagan, high performance director and sports scientist with Utah Ski and Snowboard Association, speaks at a Utah business ambassador reception in January.

In addition, the team produced an average of eight GOED senior management public presentations a month to local business and community groups These presentations routinely cover the range of services GOED offers

In January, the team executed an online/print campaign to increase awareness among Utah business owners of GOED services such as PTAC and International The campaign generated 1 4 million impressions, 4,004 clicks, 0 28CTR and more than 22 hours spent on the new website

Global Branding

Business marketing coordinated a request for proposal process to identify an agency to conduct research and develop strategy for a unified global brand based on “Utah: Life Elevated ” The competitive search identified the Salt Lake City office of MRM/McMann, and the firm has executed phase one of its multi-year plan

For additional information about the Business Marketing Initiative visit business.utah.gov or contact Michael O’Malley, Marketing Director, at momalley@utah.gov or 801-538-8879

OVERVIEW

U.C.A. 63M-1-2701–2707

Business Resource Centers (BRCs) are convenient “one-stop-shops” for addressing the needs of a new or growing business Through a friendly staff and on-site or over the phone assessment with clients, BRCs offer a plethora of service options and on-going assistance to help businesses grow

BRCs house various business service providers in a single location and the on-site staff is equipped to answer questions ranging from business planning to finding funding and much, much, more BRC staffs coordinate the services of local business service provider partners to make the delivery of solutions more effective for the business customer

BRCs are tailored to the local community they serve and have service providers who are experts in their fields Some of the partners found at the BRCs include the Small Business Development Center (SBDC) which is sponsored by the U S Small Business Administration, Procurement Technical Assistance Center (PTAC) which provides governmental contracting assistance, Manufacturers Extension Partnership (MEP), Service Corps of Retired Executives (SCORE), Utah Science Technology and Research Initiative (USTAR), investors, microloan organizations, business incubators, chambers of commerce, local economic development organizations and resources available at the local educational sponsor And because BRCs are interconnected state-wide, if businesses needs can’t be met within their local office, directors can access their fellow centers to find a solution

During the 2008 General Session, the Utah State Legislature provided for the establishment and administration of business resource centers Business Resource Centers (BRC) are entities established by the Governor’s Office of Economic Development (GOED) in partnership with the state public institutions of higher education to provide private businesses with one-stop technical assistance and access to statewide resources and programs They are formed at a local level with