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Economic development entails both capacity building and marketin <br />economic development efforts involve the entire community in improving the local <br />“product,” while the economic development organization increases awareness <br />community’s assets to both local stakeholders and the outside world. Greater San <br />Marcos must launch a concerted marketing campaign if it hopes to accomplish its <br />goal of diversifying the area’s economy and generating higher-wage jobs. <br /> <br />In this objective, marketing recommendations are organized withispecific <br />strategies. The first strategy, related to external marketing, provides <br />recommendations related to Greater San Marcos’ push to attract new business <br />investment from outside of the region. The second strategy, internal marketing, <br />offers Greater San Marcos’ economic development efforts and the Partners for <br />Progress recommendations for bolstering collaboration and buildi <br />community support for economic development. <br /> <br />Internal and external marketing activities should be equally bal <br />and financial commitment. Local attitudes have tremendous impact on a <br />community’s external perception and its ability to recruit new investment. <br />Companies want to locate in places that exhibit a spirit of team <br />assures executives that the community is friendly, welcoming, an <br />to solve problems. A place must believe in itself first before it can expect outsiders to <br />do so. <br /> <br />Action 1: Engage in an external marketing campaign aimed at recruiting <br />target industry businesses to Greater San Marcos. <br />Craft and promote a bold brand identity for Greater San Marcos. <br />o <br />Expand the Grow One Program name to encompass both business <br />retention and business recruitment. <br />o <br />Adopt “Grow One” as the moniker for Greater San Marcos’ economic <br />development activities. <br />o <br />Create a Grow One logo and tagline that replaces “EDSM” as the <br />organization’s brand identity. <br />o <br />Work with the City of San Marcos in its upcoming re-branding <br />initiative. Strive to create a citywide logo that shares a simil <br />and style as Grow One. <br />Final Strategy <br />September 2009 25 <br /> <br />