Tech Showcase Features Emerging Technologies

The annual Tech Showcase offered networking on the patio and tours of FITCI.

On June 14, 2016, the Fort Detrick Alliance hosted its annual Tech Showcase at the Frederick Innovative Technology Center, Inc. (FITCI) in Frederick, Maryland. The event featured FITCI's new Executive Director Kathie Brady; County Executive Jan Gardner; Frederick City Mayor Randy McClement; and Dr. George V. Ludwig, the Acting Principal Assistant for Research and Technology, USA Medical Research and Materiel Command, Fort Detrick. 

“This annual event is an excellent opportunity to learn about new technologies and is an opportunity to connect with industry professionals,” said Richard Griffin, Director of The City of Frederick's Department of Economic Development.

Fort Detrick Alliance President Dr. Harry Modrow opened the event with a welcome to attendees, followed by remarks from other speakers.

The evening concluded with tours of FITCI, Frederick County’s only business incubator. Attendees had the opportunities to meet with the entrepreneurs currently operating out of FITCI and learn more about their research and technologies.  

From left to right: Fort Detrick Alliance President Dr. Harry Modrow; Executive Director Kathie Brady; County Executive Jan Gardner; Frederick City Mayor Randy McClement; and Dr. George V. Ludwig, the Acting Principal Assistant for Research and Technology, USA Medical Research and Materiel Command, Fort Detrick.

BIO Recap: 5 Most Frequently Asked Questions at BIO 2016

Carroll Creek and Cycling Photo Credit: Visit Frederick

The BIO International Convention is the largest biotechnology trade show in the world and was recently held in San Francisco.  Each year, the City and County economic development offices jointly exhibit within the Maryland Pavilion and prospect for new businesses and educate attendees on why biosciences thrive in Frederick.  Following the show, we compiled a list of the five most frequently asked questions by attendees at BIO. 

1. Which Bioscience Companies are located in the Frederick, Maryland area? 

Frederick is home to Fort Detrick, the National Interagency Biodefense Campus and the Frederick National Laboratory for Cancer Research as well as private industry such as AstraZeneca, Lonza, and Thermo Fisher Scientific. Frederick is the second largest bioscience hub in Maryland and the Northern anchor of the 270 Technology Corridor. Download a list of all 80bioscience companies that are in the Frederick area. 

2. What can you offer start-up bioscience companies?

Start-up companies benefit from Frederick's incubator, the Frederick Innovative Technology Center, Inc. (FITCI), a facility serving up to 40 clients with 25 offices and 10 wetlabs. In addition to the incubator, our community offers networking opportunities and access to business support through the Frederick Economic Development offices and the Maryland Department of Commerce's biohealth and life science specialists. Our teams are ready to help connect you with state and local resources to help your company grow. 

3. Why should we locate our business in the Frederick area?

Proximity to Washington, D.C. Access to federal regulatory agencies. Business-friendly environment. Great schools. Educated workforce. Nationally acclaimed, award-winning communities. These are just a few of the reasons the biosciences thrive in Frederick County.  Learn more about why 80 bioscience companies call Frederick home. 

4. How can I connect with bioscience companies in your area? 

Businesses looking to connect with our bioscience community can attend or sponsor one of the many networking events hosted throughout the year. Popular ways to connect include:

• The Fort Detrick Alliance hosts networking events, including the well-attended Tech Showcase in Frederick
• The FredCoBio Chapter of BioBeers offers Meetups to cultivate business relationships and foster collaboration
• Frederick's incubator, FITCI, hosts seasonal "Summer Networking on the Patio" events monthly.

To participate in or sponsor these events, connect directly with the host organizations. 

5. How can I stay connected? 

Connect with Frederick Economic Development to discover news, updates, networking events, and more:

• Facebook
• Twitter 
• Instagram
• Newsletter 

Why College Graduates Will Stay in the City

In a recent survey of local college students, 76% indicated they want to live in a city with an active downtown after graduation.

By Michelle Kershner

Each year, local colleges and universities graduate hundreds of students in Frederick County, and cities all over the country are vying for this talent. According to a fall 2015 survey of local college students, Frederick has what it takes to retain this talented workforce after graduation.

Over half of all students surveyed indicated they want to call Frederick home after graduation. Almost 60% "Agreed" or "Strongly Agreed" that they would choose to live in The City of Frederick. 

According to a Gizmodo article, this new generation is seeking not just large cities, but cities right-sized for them. According to the story, “Thanks to the generation’s size and influence, millennials are moving to new places made just for them, by them—revitalizing smaller cities or opting for hybridized urban-burb enclaves where quality of life is the driving force.” 

Downtown Frederick also has the quality of life amenities these new professionals seek. According to the survey results, the following city attributes ranked high among students: 

• 76%* want to live in a city with an active downtown after graduation
• 76%* want to live in a city with many restaurants, bars, and shops
• 78%* want to live near parks and outdoor activities

"We're pleased that Frederick's amenities align closely with what recent graduates are seeking," said Richard Griffin, Director of Economic Development for The City of Frederick.

Frederick is increasingly recognized as a great place for young professionals. Again in 2016, Frederick was named one of the "10 Best Places Near Washington, D.C. for Young Professionals" by Movoto.com. Frederick ranked at the top on Niche.com's 2016 list of "Best Towns for Millennials in Maryland."  

Sites ranking best cities for millennials or recent graduates use a variety of criteria, including job opportunities, access to bars and restaurants, and affordable housing. According to Niche.com a "high ranking indicates that a town attracts millennials with an affordable, diverse community and lots of things to do." Frederick was recently ranked by wallethub.com as one of the most diverse small cities in America, coming in at #8. 

The local survey also revealed other important information about how graduates choose where to live. Nearby 90% of all respondents want to live near where they work and 60% want to live with other recent graduates. 

"Having recent grads choose to remain in Frederick is great for our community and great for businesses that rely on a talented workforce," said Griffin. "We're proud they want to call Frederick home." 

About the Survey - The survey was developed by Fall 2015 intern Nick Masucci from Hood College. 103 responses were gathered and 97% of respondents were undergraduate college students at the time of taking the survey. 85% of respondents were enrolled at Hood College at the time of taking the survey.

*percentage derived of students that "agreed" or "strongly agreed" they wanted to live in a city with these attributes.

Michelle Kershner is the Business Development Specialist for the City of Frederick Department of Economic Development. 

City Releases First Comprehensive Retail Report

The City of Frederick recently released "The City of Frederick Retail Report." The report was completed in April 2016 by a retail consultant and is the first comprehensive retail study to be completed by The City. It will assist the Department of Economic Development in identifying best practices and retail brands that are currently missing in Frederick. The report can be used as a valuable tool for both existing retailers in Frederick and for businesses considering the Frederick area.
 
Retail is an important community attribute for residents, businesses, and visitors alike. Retailers and restaurants contribute to Frederick's quality of life, tax base, and provide employment opportunities for residents. 

"Frederick is home to local and national brands canvassing the entire City, from the western edge of the Golden Mile, through Historic Downtown Frederick, and along the East Street Corridor," said Richard Griffin, Director of Economic Development for The City of Frederick.

Despite a strong existing demand for retail and restaurants in Frederick, opportunities remain to attract missing brands and to better understand changing trends in consumer habits.

The report contains relevant demographic, spending, and economic data and can be used by businesses seeking to prepare or update a business plan, for property owners seeking new tenants, and for existing retailers interested in learning more about the changing trends in the retail market.  

Download - The City of Frederick Retail Report - The Riddle Company (PDF)

Made in Frederick: Catoctin Popcorn Company

In The City of Frederick, many local businesses make and manufacture their own products. From popcorn and coffee to dog treats, many businesses are choosing Frederick as a place to make their products and to do business.

Made in Frederick is a feature that showcases these businesses and their products.

Made in Frederick: Catoctin Popcorn Company

Catoctin Popcorn Company was established in 2001 and sold its signature kettle corn on roadsides and at local fairs. More than a decade later, the company's factory and retail store are located in Frederick, Maryland (behind AstraZeneca/MedImmune's biologics manufacturing facility). The store offers a variety of delectable treats, including its namesake's kettle popcorn.

Catoctin Popcorn's factory is fully-stocked with the company's complete product line. In addition to offering over 35 varieties of popcorn, customers can purchase roasted nuts, preserves and butters, peanut brittle, and more. Additionally, decorative tins and baskets are available for purchase and are especially popular at the holidays.

The City of Frederick's Department of Economic Development had the chance to stop by Catoctin Popcorn's factory and retail store and talk to managing member Bryan Casey.

Q&A with Managing Member Bryan Casey
Bryan Casey took the time to answer a few questions about the business, its products, and why he enjoys doing business in Frederick.

Catoctin Popcorn's factory store is fully-stocked with the company's entire product line, including gift tins and baskets.

How long has your company been in business?
Catoctin Kettle Korn was started in 2001. In 2007, we purchased the business and changed the name to Catoctin Popcorn Company. 

What are your product/products?
We are most famous for our Kettle Korn and Caramel Popcorn, but have a large following who enjoy many of our other flavors. We make over 36 flavors - as diverse as Apple Pie, Peanut Butter Cluster or Dark Chocolate Drenched Popcorn.

What makes your product different?
Although not all of our products are all natural, we specialize in making all natural, delicious snacks from popcorn grown here in the mid-Atlantic region.

A bird's eye view of the production area.

What do you want your customers to know about your product?
Our premium popcorn uses the best ingredients to make a product that is rich and delicious. It's an indulgent snack for any occasion. We are now carried by some of your favorite grocery stores as well. Our products can be found in Frederick at Weis Markets and Giant Eagle.  In Baltimore, we are in ShopRite and Weis Markets. In Pennsylvania, we can be found at Renders', Weis Markets and Kennie's Markets.
 
What does Frederick offer a company like yours?
We love being located in Frederick. It's central for distribution purposes and loaded with great people to help us make, and eat, our popcorn.

If you go

Catoctin Popcorn has a full factory store (650 MedImmune Court, Frederick, MD 21703) that is open to the public on most weekdays.  As the hours of operation vary throughout the year, visit Catoctin Popcorn's website for more information. Catoctin Popcorn's products are also available in Frederick at Giant Eagle and Weis Markets.

 

  

Want to be featured?
If you or your business has a product that's made in The City of Frederick, contact us and let us know more about your business, product, and why Frederick is a great business location for you. 

Frederick Facts

Introducing Frederick Facts
The Department of Economic Development (DED) is introducing a new monthly feature: Frederick Facts. Frederick Facts will highlight interesting statistics and data points unique to Frederick's business community. This feature will cover a wide range of industries and topics, including retail, office, tourism, and more. A compilation of all Frederick Facts will reside on the DED blog.


By Bobby Baumler

April 2017

The number of minority-owned businesses in Frederick continue to grow and follow many national trends. According to the Minority Business Development Agency, the formation of minority-owned businesses continues to significantly outpace the formation of non minority-owned businesses. From 2007-2012, the number of minority-owned businesses increased 39% according to the Census Bureau.

March 2017

 The office market continues to improve in Downtown Frederick.  Over the last year, the vacancy rate has fallen from 9.0% to 7.8%, according to CoStar.  This has resulted in over 24,000 square feet of absorption as new technology and professional companies locate to Downtown Frederick.

January 2017

As Hood College students return to class this week, we are reminded that Frederick is well-positioned to retain future graduates. A survey of Hood students indicated at 60% of students "agreed" or "strongly agreed" that they would choose to live in The City of Frederick following graduation. Students interested in staying in Frederick can feel confident in their decision as GoodCall recently named Frederick as one of the 2017 Best Cities for New Grads (#43). The rankings considered factors including amenities, median salary, increased salary potential, and the availability of jobs.

December 2016

The bioscience industry employs over 2,700 people in Frederick County and created nearly 250 new jobs in 2015 according to Frederick County Workforce Services. The Department of Economic Development (DED) remains committed to supporting this industry as the biosciences afford family-supporting wages and career growth. Most recently, DED entered into a new partnership with BioBuzz Workforce Foundation Inc. to provide Frederick bioscience companies and their employees collaboration opportunities through the BioHive platform.

 

November 2016

According to ESRI,Frederick households spend over $3,500 a year on food purchases made outside of the home, including restaurants. Much of this spending is anticipated to occur during the holiday season with special occasions, including family gatherings and holiday parties. According to data from the National Retail Federation, over 17% of annual sales at food and beverage stores occurs during the holiday sales season.

October 2016

According to ESRI, the City of Frederick is home to nearly 100 manufacturers. This targeted industry for the City employs almost 2,000 individuals. As we celebrate Maryland Manufacturing Month, we are reminded that manufacturers provide family-supporting wages and career opportunities for the Frederick community. According to the Manufacturing Extension Partnership (MED), the annual average salary of a manufacturing worker in the United States is more than $77,000 a year. 

September 2016

Frederick County Public Schools recently released its Educational Partnerships report for the 2015-2016 school year. The report recognizes the more than 1,200 businesses and organizations that partner with the school system annually. Many of the City's largest employers provided funding and staff resources to support public education in Frederick County. 

August 2016

As Fredericktonians prepare for the start of a new school year, back to school shopping is a part of the tradition. According to the National Retail Federation, spending for the 2016 back to school season will reach nearly $76 billion, including spending for both K-12 and college students. This equates to K-12 families spending approximately $675 on their children and college families spending approximately $890. The same survey evaluated where shoppers plan to visit. The research indicated that over 60% of consumers plan to shop at a discount store, nearly 60% plan to shop at a department store, and nearly 40% plan to shop at an office supply store. With over 700 retailers located within The City of Frederick, residents will not need to travel far to check off each item on their back to school shopping list.

July 2016

 

Frederick's residential population continues to grow at a time when many small towns are experiencing a contraction in population. Today, the City is home to over 68,000 residents and this number is expected to grow at a rate of over 4% per year through 2020.
 

June 2016

Frederick's millennials account for 24% of the City's resident population. Over 40% of millennials in Frederick hold at least a bachelor's degree and over 65% hold professional jobs.

May 2016

The Frederick retail market analysis compared Frederick's spending on Food purchases by category. Citywide, Frederick consumers spend more than the national average in every category, most notably spending 17% higher than the national average on alcoholic beverages and 10% more than average on overall food purchases.

 April 2016

The Golden Mile is Frederick's original retail corridor and is currently home to over 1.6 million square feet of retail space. Following the completion of the Golden Mile Gateway and Frederick Towne Center projects, the total retail along the Golden Mile will exceed 2.3 million square feet, or nearly half of the total retail space within The City of Frederick.

How to Write an Effective News Release

In 2015, the Frederick City and County Economic Development offices offered a free, one hour session on "How to Write an Effective News Release" to businesses. Led by Frederick County's Director of Communications, Vivian Laxton, the training was recorded and is available online.

The session was developed to help businesses craft effective news releases for distribution. It covers topics such as:

• What is newsworthy
• How to get the attention of the press
• Anatomy of a news release
• How to structure a news release

The session was developed to support local businesses that take advantage of PR Frederick, a free press distribution service. 

PR Frederick

The City and County jointly offer businesses access to PR Frederick, a no charge press release distribution service. This complimentary service is valued at $250 per release and enables local businesses to distribute business news that could be picked up by major search engines, regional/national/international new sites, and directly to over 30,000 journalists and bloggers.

How To Submit A Press Release to PR Frederick?

City businesses may write a press release about a newsworthy item (i.e. new product, business recognition award, new business partnership, grant opening, community service project, relocation/expansion, etc.) and may include images, links, and videos.  

Please submit all completed press releases to prweb@cityoffrederick.com. 

For more information, visit businessinfrederick.com. 

Frederick Wins Two MEDA Awards

By Michelle Kershner

Frederick was presented with two Maryland Economic Development Association (MEDA) 2016 MEDA Awards, which celebrate the people, projects and programs bringing economic vitality to Maryland. Bert Anderson, owner of Everedy Square and Shab Row, was named the "2016 Volunteer of the Year" for his more than three decades of service to both Frederick City and County. MEDA also recognized The City of Frederick Department of Economic Development (DED) video, “Work Where There's Room to Play,”  as the "2016 MEDA Marketing Award Winner." 

“I am so proud of our team and partners and am delighted that Frederick is being recognized by MEDA for quality marketing and volunteerism in Economic Development," said Richard Griffin, Director of Economic Development for The City of Frederick.

An award ceremony was held on May 2 during the 2016 MEDA Annual Conference at the Hyatt Regency Chesapeake Bay in Cambridge, Maryland.

2016 Volunteer of the Year: Bert Anderson

Before "adaptive reuse" was a trend, Anderson was acquiring underutilized buildings for renovation and reuse in Downtown Frederick. He bought deteriorating buildings including houses, warehouses and factories, and transformed City blocks into dining and shopping destinations for visitors and residents.

"Bert Anderson has been at the forefront of progressive redevelopment and has given his time and talent for the benefit of the community for many years," said Griffin. 

Anderson was nominated jointly by the City and County economic development offices for his contributions. Anderson has served as a founding member of the Greater Frederick Development Corporation, which is now the Downtown Frederick Partnership. He currently serves on the City’s Economic Development Advisory Committee.

Learn more about Bert Anderson and his decades of volunteerism in Frederick.

2016 MEDA Marketing Award Winner: The City of Frederick, "Work Where There's Room to Play"

"Work Where There's Room to Play" was developed after a local IT non-profit, Tech Frederick indicated that recruiting top technology talent to the Frederick area was a priority.

The video has been viewed over 62,000 times on Facebook and has been shared
over 1,500 times.

The video had three objectives:

• Develop a tool to support the local tech industry
• Brand Frederick as a great place to live and work
• Drive traffic to Tech Frederick’s jobs page

Learn more about the "Work Where There's Room to Play" video.

Michelle Kershner is the Business Development Specialist for the City of Frederick Department of Economic Development. 

Case Study: "Work Where There's Room to Play" Video

Watch: "Work Where There's Room to Play"

Overview 
The City of Frederick developed a three minute film, "Work Where There's Room to Play," to showcase the benefits of working in Frederick, Maryland. From thriving Downtown Frederick to outdoor activities, the film highlights the opportunities of life outside of work.  

The project was developed after Tech Frederick, a Frederick area non-profit that advocates for the local IT industry, indicated recruiting top talent to Frederick was a priority. Frederick is the northern anchor of the I-270 Technology Corridor, and is home to many IT companies. But when it comes time to recruit talent, many local tech companies say they are competing with larger cities with tech clusters such as Washington, D.C. and Arlington, VA. The video was intended to promote Frederick as a great place to live and work and give IT companies another tool to attract high quality employees. The video also serves as a retention tool, giving our IT companies a way to attract talent and grow in Frederick. 

The video was launched at a live event and simultaneously via Facebook, YouTube, and Twitter. Facebook analytics was the primary method of tracking the viral reach of this video.

Goals 
“Work Where There’s Room to Play” specifically was produced to target the millennial workforce, and more specifically, millennials interested in tech careers. While this was the primary audience, the video was also produced broadly enough to bring out the pride people have in Frederick, so they were more likely to share the video.

The project had three main objectives:

• Develop a Tool to Support the Local Tech Industry – IT is a targeted industry for Frederick. The video was developed to support local IT companies’ recruitment efforts. Both The City and local IT companies can use the video to grow the IT workforce and strengthen the industry in Frederick. By supporting local tech companies, the project also serves as a retention tool to help keep our companies strong and growing.
• Brand Frederick as a Great Place to Live and Work -While the film was produced with IT professionals in mind, it was also developed to have a general appeal. It was important to showcase Frederick as a lively and active city with a great quality of life. 
• Drive Traffic to Tech Frederick’s Jobs Page

Methodology
The development, collaboration, and quality production of the video were keys to its success. Local company, Digital Bard, produced the video in partnership with The City of Frederick’s Department of Economic Development (DED). 

DED developed the video's talking points, secured the volunteer cast, and managed the video launch strategy at a live event and online to maximize results. Digital Bard refined the storyline and oversaw the production and editing.

Real community members were recruited to deliver the points in the video. All of the characters are strong supporters of Frederick and well-known in the community. None of them were compensated for the video and all agreed to be in it on a volunteer basis.  

Success relied on the viral spread of the video, not paid advertising. Only $50 was used to promote the video on Facebook, and accounted for less than 5% of video views across all platforms.

Casting was an important element to the video’s storyline. Digital Bard and DED identified four different “personas” to tell the story, and cast community leaders approriately. 

The Debut

A highly coordinated video release was planned to gain the maximum benefit and reach. It debuted in front of a live audience during “Movie Night on the Creek” on August 21, 2015 with 250 people in attendance. It SIMULTANEOUSLY launched on Facebook, Twitter, and YouTube. The live debut was newsworthy, and was covered by regional news station WHAG and local newspaper Frederick News-Post. 

Collaboration

In the spirit of collaboration, partner organizations Downtown Frederick Partnership and Visit Frederick agreed to let DED use their b-roll at no charge. This supplemented original footage shot for the film. Digital Bard provided $2,500 in in-kind services to produce the project. The private in-kind contributions helped to leverage the project. For every $1 that the public sector put into the project, the private sector provided an in-kind contribution of $1.84. 

Results
The project was a success in every sense. Within 10 hours, the video was viewed 15,000 times on Facebook (organic) and it was clear it was “going viral.” 

Facebook results* (as of May 2016) were outstanding:

• 62,914+ viewed the video with a 26% completion rate (an additional 3,720 viewed the video on YouTube)
• The post reached 139,372 
• Engagement: 7,239 likes, comments, and shares
• Post was SHARED 1,529 times
• 1,221 comments 
• 22,393 post clicks

*Results are largely organic; a $50 promoted Facebook post only accounts

Reaching the Targeted Audience via Facebook
A small portion of our reach was via a promoted post ($50) on Facebook. This allowed us to access specific data on the demographics of who this post was reaching.  It demonstrated our post was primarily reaching those in our targeted millennial demographic. 

• 65% of all video views are from people under 44 (3,100 views in this sample size)
• 68% of all impressions are from people under 44 (9,056 impressions in this sample size)

Awards
The video has earned two awards: 

• Silver Addy Award - American Advertising Federation of Greater Frederick (local chapter)
• MEDA's 2016 Marketing Award - Maryland Economic Development Association (statewide) - Watch Video

PR/Additional Exposure

Because of the quality and success of this video, The City of Frederick’s Department of Economic Development had additional opportunities for exposure.  They included:

• Livability.com - Video appears on the Frederick page
• WHAG TV – TV Feature
• Frederick News-Post: “City’s new promo video will debut Friday”
• MDBizNews, a publication of The Maryland Department of Commerce: “Frederick, MD: Work Where There’s Room to Play”
• Digital Bard Blog
• The City of Frederick hits a home run with tech recruitment video
• Work Where There’s Room to Play, a recruitment video for Frederick, Maryland 
• citybizlist.com (Baltimore): Frederick, MD: Work Where There's Room to Play
• PR Web - The City of Frederick Releases New Video, “Work Where There’s Room to Play”

41% Increase in Facebook Likes on DED Page
The DED Facebook page “likes” increased from 640 August 15 (prior to video) to 901 on September 10 (after video release). This represents a 40% increase in just a few weeks.
Traffic to Tech Frederick Jobs Page

A goal was to drive people to see the Tech Frederick jobs page. 548 clicks to their jobs page was a direct result of the video marketing campaign, as tracked by a bit.ly link.  

Use of Video by Tech Companies in Frederick

Regent's Careers Page

The video was unveiled at Tech Frederick’s quarterly event. Companies have anecdotally said they are using the video in recruitment efforts and are directly sending the link to interested applicants, especially those out of town, to help influence their decision. Our largest tech company in Downtown Frederick, Regent Education, has the video posted on their Careers page. Additionally, they worked with Digital Bard to produce a companion video, “Why Work at Regent,” to accompany their recruitment efforts.

Budget and Leverage

Budget
$3,000 – Production of Video
$50 – Cost to promote the post in Facebook
TOTAL: $3,050 

In-Kind Contributions: Valued at $5,600

While there was not a direct private cash investment in the production of the film, there were several in-kind donations that contributed to the project that were valued at $5,600. The private in-kind contributions helped to leverage the project. For every $1 that the public sector put into the project, the private sector matched provided an in-kind contribution of $1.84. 

In-kind contributions included:

Digital Bard - Production costs for the video exceeded DEDs budgeted contribution. Digital Bard’s costs were a total of $5,600, which means they contributed $2,500 in in-kind services to produce the project.

B-Roll Footage – In-kind video footage was donated for the film from the following:

• Tourism Council of Frederick County
• Downtown Frederick Partnership
• Mike Purks, citizen drone footage

Digital Bard, the production company, estimated that footage licensing from these entities is valued at around $2,000. 

Talent Fee for Narrator, Ashley Miles - Digital Bard, the production company, estimated that a reasonable talent fee for the narrator would be $600. She donated her time and talents. 

Use of video equipment and screen to debut film before feature presentation at Movie Night on the Creek (Downtown Frederick Partnership) – no hard figure

ROI
Cost Value of Project (calculated in December 2015) - To evaluate the value of the project from a cost perspective, DED determined the 
1) cost of each impression 
2) cost of each video view compared to the cost of the video production. Here is a summary of the results.

• Cost per impression: $0.016 The total cost of the video production ($3,000) and to promote the post via Facebook ($50) was $3,050. The video’s Facebook impressions were 138,730. Additionally, a press release was distributed via PR Web. PR Web reported that there were an additional 49,988 headline impressions from the press release distribution. The total impressions from these two measurable distribution channels combined were 188,718. Considering these figures, the total cost per impression was approximately 1.5 cents or $0.016. 
• Cost per Video View: $0.05 - The total cost of the video production ($3,000) and to promote the post via Facebook ($50) was $3,050. The video’s Facebook views were 62,126. Additionally, YouTube views accounted for an additional 1,494 views. The total video views from these two measurable distribution channels combined were 63,620. Considering these figures, the total cost per view was approximately $0.05 or a nickel. 

Based on these calculations, the exposure the video generated was pennies on the dollar compared to the costs of the project.  

Best Practices
A similar project can be developed within other communities. Attracting and keeping a skilled workforce is important for business retention. Developing a video that highlights the benefits of the community helps all businesses attract talent.  

Best practices for this project included:

• Using local, volunteer talent to talk about the community 
• Targeting the intended audience on a platform where they are active (Facebook, YouTube, Twitter)
• Launching the video during a live event proved to draw additional media attention with local TV coverage
• Leverage the opportunity for additional PR – Offer to guest blog about the success of the project and submit it to partner organizations
• Provide a “toolkit” to businesses with links to the video and instructions on how to use it in their recruitment efforts 
• Never underestimate the power of a proud community – The genuine pride in the video shines through in the testimonials from the characters and contributed to the viral spread of the video