Solution

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 (http://choosesantacruz.com/), 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