Prosperity for All. Alliance Overlay

Our Driving Pillars

Marketing & Communications

End-user understanding; brand positioning; communication strategy and execution

Marketing Pillar

We're Storytellers

We’ll share the Charlotte region’s story with the world and use data, insights and precision placement to meet decision makers where they are.

We're Storytellers
Marketing Pillar

What We're Going to Do

ACTIVATE unique identity for the Charlotte region’s “invest” brand that can be utilized for national and global marketing

LEVERAGE Alliance-owned and partner-shared digital channels to drive awareness and engagement

BUILD influencer strategy by connecting with existing resources in the community and among Alliance investors

CAPITALIZE on national events and professional conferences hosted in the Charlotte region to drive awareness

SOCIALIZE the regional “invest” and Alliance brands with in-market audiences to communicate and deepen our purpose and value proposition

Marketing Pillar

What We'll Measure

  • 25% increase in website traffic by end of Q2-2020, with at least 10% coming from organic traffic
  • Monthly Social Media Reach (across all platforms)
    • Increase followers by 7% over 2019
    • Reach at least 150,000 impressions
    • Receive 7,250 engagements
  • Generate 20M paid media impressions in 2020 with targeted audiences using both print and digital platforms
  • Create and execute at least one event for both the RNC and the PGA that gives the Charlotte Regional Business Alliance the opportunity to tell the regional story to event participants
  • Develop sales tools by Q1-2020 that will assist our Business Development team in retaining current investors and recruiting new based on our mission, value and purpose.
see the metrics
Rob Horton

For More Information

Rob Horton

Chief Marketing Officer