Developing a professional marketing strategy is what Glenville officials are hoping will give the town a competitive edge in economic development.
The Town Board on Wednesday, April 4, unanimously approved contracting with PC Public Affairs for six months at a cost not to exceed $12,000. The Albany based public affairs firm will help the town create a marketing plan to spur economic development, including creating a brochure, outreach to certain industries, developing contacts, town branding and implementing a social media strategy.
Town Supervisor Christopher Koetzle said PC Public Affairs had a good mix of public affairs outreach, branding and marketing that sets it apart from other firms.
“This is the firm that we feel is really the best experienced and is going to give us the best results,” Koetzle said. “It is important for companies … to be able to find Glenville on a map.”
Andre Claridge, founder and managing partner of PC Public Affairs, said the firm stands out from its competition because it can offer a perspective to municipalities and elected officials that others can’t offer.
Claridge previously was a speechwriter and staffer for former Gov. George Pataki. The firm’s Director of Media Relations Jason Keller has experience working on the “I Love NY” campaign.
The $12,000 cost is being taken from the town’s Revitalization and Economic Development Investment fund. Town officials decided to offer the Business Sign Replacement Program again this year after a positive response last year, a program that also taps into the REDI fund’s $35,000.
After contracting with the firm and offering financial assistance through the sign program, Koetzle is projecting some money will still remain in the fund.
Deputy Supervisor Alan Boulant said PC Public Affairs will start to administer initial marketing efforts, but the town would eventually take over responsibilities. The firm would also help the town with the transition.
“They are not going to be with us forever, so we’ll take the training wheels off,” Koetzle said.
Claridge said the marketing plan is only in the initial stages and he will likely meet with town officials next week to start planning. The initial process will include establishing positive attributes of the town while identifying what aspects can be improved. Also, the firm will look into what resources are available for the town to tap into.
“The primary message to entrepreneurs and business leaders is to know that Glenville is open for business,” Claridge said. “You have to tell the story of Glenville to a particular audience.”
So far, Claridge said he sees positive elements to the town, such as low taxes and a solid residential base.
“Initially, it looks like it has been a very well run town,” he said. “The Town of Glenville usually has good news and not bad news compared to places like Schenectady, Albany or Troy. I think the Town of Glenville has a reputation for being a nice community and a place where people want to live.”
While the firm will look at the town from an economic standpoint, he said it would “only be a small part” of the story the firm will showcase.
“The supervisor is very forward thinking and proactive in his approach,” he said. “I don’t think there are a lot of communities in the Capital Region that said … we are going to do anything we can to promote our municipality.”
He said elected officials must be active in selling their community to stimulate economic development and create new job opportunities.
Resident John Gaetani wasn’t sold on the town contracting with the firm, though.
“I’m not really sure we need an advertising company or whatever this is,” Gaetani said.
Gaetani said there wasn’t enough information in the proposal given out to the public beforehand.
“The Town Board sometimes gives out information and sometimes doesn’t,” Gaetani said. “Sometimes I feel when they have a pet project they want to get through they don’t give out information.”
Board members balked at his claim and noted the idea was talked about at previous meetings. Koetzle said it has been a goal of the town for three years.
“This was not done through the cloak of darkness,” Koetzle said. “It was well in the public realm, there is no question about that.”
The town’s Small Business and Economic Development Advisory Committee brought the recommendation to create a marketing strategy through contracting with a firm to the Town Board. Koetzle added media coverage of the proposal resulted in several firms contacting the town.
Koetzle said he talked to four different firms and PC Public Affairs was brought before the SBED committee for an interview because he thought the firm was the best fit.
“The committee was very impressed with them and the recommendation from the committee was to go forward,” he said.
