City of Santa Cruz: Building an Economic Development Brand


Whether large or small, economic development organizations need to think strategically about branding. J. Guevara, economic development manager for the City of Santa Cruz, CA, offered a candid discussion of their recent website and brand redesign (, including:

* Using narrative to tell the story of your location
* Putting faces on places - how to personalize your team and business community
* Engaging website visitors with robust online data tools
* Building opportunities for interactivity
* Writing accessible and interesting content
* Investing in the culture of your local businesses

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