VEDP VALUE PROP INITIATIVE
In mid-2017, VEDP (the Virginia Economic Development Partnership), began the re-branding process in concert with significant organizational alignment and development efforts. As that work developed, it became clear that there was a gap in knowledge and resources related to the organizations business development target industries.
In 2020, a cross-divisional team was assigned to do a deep dive to collect and document Virginia’s assets and advantages particular to each target industry.
The effort was led by the Marketing & Communications and Research Divisions with participation from Business Investment, Talent Solutions, and the executive leadership.
Example logo map
Example case study
Over the course of 18 months, a full narrative document (60-90 pages) was developed for each industry to include existing businesses, K12 and higher education programs, infrastructure assets, policy advantages, case studies, rankings, and more. Those narratives provided the content for new industry brochures, website content, social media content, pitch decks, and prospect materials.
My role on this project was as a strategic co-leader, providing the structure for the initiative process and input into the development of all project deliverables.
Internal Team Members: More than 50 VEDP team members contributed to this project, including virtually every member of the Marketing and Communications division.
“ I’m thrilled with the great work you and your team did to develop first-rate marketing materials via the value prop initiative.
Thank you for being one of the highest impact leaders at VEDP! We are fortunate you are part of our team.”