Local and state government and economic development leaders will seek a third-party marketing consultant to learn how to best stretch Ironton’s marketing dollars.

Friday, February 04, 2000

Local and state government and economic development leaders will seek a third-party marketing consultant to learn how to best stretch Ironton’s marketing dollars.

Following a tour of Ironton and a two-hour strategy meeting at the Greater Lawrence County Area Chamber of Commerce in South Point Thursday afternoon, officials announced the state will fund up to $25,000 for a marketing analysis of the region.

The funding is in addition to the $35,000 in matching funds the state has pledged to aid the local marketing efforts.

"This is a very positive step forward to the marketing effort in that it will allow us to learn exactly how to best market our area," Ironton Mayor Bob Cleary said. "This will assist us in determining our area’s strengths and how to set ourselves apart from the other communities we are competing against."

Although an advertisement for the Cabletron facility should hit Columbus and local newspapers Feb. 23, the bulk of the marketing dollars available will be better utilized after the analysis is complete, chamber executive director Pat Clonch said.

"This study will tell us what we need to do to get the most of our marketing dollars," Mrs. Clonch said. "We know what our image is here. What we would like to know is what our image is outside of this area; what any problems might be; and how to best solve those problems. We know that $70,000 will go a long way if we spend it wisely."

Without a targeting analysis, there is a potential for wasted efforts and money –  two things the community cannot afford, said T.J. Justice, director of Gov. Bob Taft’s Region 7 Economic Development Office.

"The community does not want to take a slingshot approach in terms of spending $70,000 without knowing who to target," Justice said. "This study will help in preventing that."

State officials agreed with the local leaders’ decision on the marketing study, saying it is a wise move forward in the process of bringing industry and jobs to the area.

"The community leaders are very wise to do this," said Mike Jackson, Ohio Department of Development deputy director. "This is done frequently in larger communities, and by doing this study, it puts this area at the leading edge of smaller communities."

In addition to the marketing analysis, both state and local officials said beginning the marketing efforts at home is still one of the most important steps to economic growth and development.

"We want to do everything we can to pull this community together," Mrs. Clonch said. "We’re going to address this as quickly and expeditiously as possible, and the community is a very important part of that process."

Meanwhile, current strategies will not be hindered by waiting for the analysis to be completed, Cleary said.

"We’re going to continue with our efforts to bring jobs to Ironton," Cleary said. "This study is an additional measure to the other plans we’ve already made and are beginning to execute."