Beyond appointment setting: Creating projects

Marketing Alliance is the ideal partner to help you expand your business development pipeline. Though we have expertise in economic development and marketing, we go beyond branding. We intentionally define your community’s competitive advantages and identify ideal prospects in target industries. Using both online and offline tools, we connect with business leaders ready to expand their operations. Our strategic, creative, and communicative approach ensures we drive new opportunities to your community.

grow your project pipeline in four steps

At Marketing Alliance, we understand that a thriving project pipeline is crucial for sustainable economic development. Our approach is structured into four phases: Value Proposition Definition, Prospect List Creation, Creative Content Development, and Lead Generation. Each phase is designed to build upon the previous one, ensuring a comprehensive and cohesive strategy that aligns perfectly with your specific goals and budget requirements. By working closely with client communities, we tailor each step to maximize effectiveness and deliver exceptional results.

Value Proposition Definition

• Review Existing Marketing Materials: We thoroughly analyze existing strategies and creative materials to understand and refine the value proposition for your target industry or industries. This includes previous work done in planning, talent, infrastructure, quality of life, incentives, and more, leveraging existing insights for the new campaign.

• Discuss Strategy: Project pipeline development can be achieved through a variety of approaches and each community is different. We collaborate with clients to set clear goals, discuss target industries, and develop a robust strategy based on the community’s strengths and opportunities.

• Write Key Messaging Document: We create detailed key messaging documents that summarize your community's strengths, competitive advantages, and key selling points. This document is designed to inform decision makers and inspire all content creation.

Prospect List Creation

• Strategic Planning: We collaborate closely with clients to customize the prospect list's character and creation path, ensuring it aligns perfectly with specific goals and community strengths.

• List Generation: Utilizing our proprietary algorithm and strategic review process, we identify and vet prospects aligned to your community's value proposition. Our focus is on companies that are rapidly growing in their industries, have barriers to expansion in current markets, and are a strong match for your community’s assets. Our targeted approach ensures that the leads we generate are highly relevant, providing you with valuable opportunities and minimizing fruitless efforts.

Content Development Development

• Creative Brief Writing: We begin with the end in mind, ensuring all content is focused on achieving business development goals. Our approach involves defining project goals, value proposition components, and creative execution options. This blueprint guides our comprehensive content creation, which may include site review, video production, design, and copywriting.

• Creative Production: To connect decision-makers with your value proposition through compelling messaging, we produce highly-engaging campaigns with authentic video content. Additionally, our digital marketing materials, infographics, dynamic newsletters, and innovative 3D "door openers" for offline engagement rounded out the outreach strategy. These deliverables are designed to resonate with your audience, making an impact and driving engagement.