Little Rock Region Marketing Scope of Work

May 4, 2018

 

Situation

Consistently ranked among the nation's top ten in housing and jobs, the Little Rock Region including its surrounding communities boast unparalleled amenities for a market its size. From the Little Rock Port Authority, which has become a transportation center for various international businesses, to the innovative research and development at UALR and UAMS, to the increase and growth of startup businesses in communities across the region, the opportunities to share all the good news is limitless.

 

The Little Rock Region’s cost of living is far lower than other areas our size. Our region also has a steady and stable economy, and Little Rock is one of the only cities in the South where there is still growth potential in the downtown area.

 

In 2017 our region has suffered from damaging, negative news, however, we also know that there are other regions with similar stats that do a much more effective job in delivering good news to their stakeholders and the general public so that the bad news is at least pushed down the digital news cycles. The Little Rock Region has good news to share regarding our economic development, prospects for growth and quality of life.

 

It will be Stone Ward’s job to be the aggregator of “Good News” for the Little Rock Region. We will partner with the communities that make up the region to curate and push out stories that create impressions that, over time, contribute to positive awareness.

With a constant focus on pushing the good news to media outlets and via social media. It has been proven, that good news can be leveraged to create positive awareness and contribute to successful economic development efforts.

 

Goal

Position the Little Rock Region as premier locations for economic and workforce development, entrepreneurship and quality of life.

Target Audiences

●       Little Rock Region Residents

●       Economic Developers

●       Entrepreneurs

●       Business Owners and Leaders

●       Commercial and Residential Real Estate Brokers

●       Regional Community Stakeholders

 

 

Approach

Stone Ward recommends setting monthly editorial board meetings with representatives of the Little Rock region to gather information in order to create content in which regional stakeholders can publish.

 

These meetings will ensure all events, rankings, benchmark statistics, economic development opportunities, awards and other newsworthy items are discussed and documented as content to be pushed out and shared across owned and earned channels by regional stakeholders throughout the region.

 

 

Strategies

1)                 Collaborate with the Little Rock Region team on a targeted list of regional, national, trade and business publications to pitch “Good News” about the region.

2)                 Create a quarterly pitch list of stories or features about the region that Stone Ward will push in order to create positive media impressions (and cultivate opportunities for more in-depth coverage through interviews with key regional stakeholders) to assist in elevating the overall image of the region.

3)                 Provide strategic monthly guidance and content for regional stakeholders to push on their social media channels.

4)                 Provide blog content to be utilized by the Little Rock Region and other community “Good News Bureau” stakeholders to use in their social channels and to be posted on the Little Rock region’s website.

5)                 Distribute a monthly news release to highlight happenings and results that can be used to invite coverage by media outlets statewide. This could include 1) highlights of earned media garnered from regional and national publications, 2) upcoming community events sponsored by the “Good News” Member stakeholders, such as ribbon cuttings or economic development announcements, and 3) quotes from Metro Little Rock Region leaders about the current state of the metro.