Title
Discuss Messaging Ideas for the San Francisco Business Times Advertising Supplement
Body
To: Members of the Mayor’s Economic Development Advisory Panel
EXECUTIVE SUMMARY
The City of Alameda’s Economic Development Division annually purchases a 20-page advertising supplement in the San Franisco Business Times (SFBT). SFBT is the premiere business news outlet for top business leaders and c-suite executives in the Bay Area. The advertising supplement has been a staple of the City’s regional commercial marketing efforts since 2017 (see Exhibit 1, copies of the 2023 and 2024 supplements). Staff are seeking the Economic Development Advisory Panel’s (EDAP) suggestions for overall marketing themes or messages to guide the content of this year’s supplement.
BACKGROUND
The SFBT, a part of a network of 44 business journals across the country and has a circulation of 31,141 weekly print editions and 211,485 unique monthly on-line visitors. It is the major business journal in the Bay Area for news on commercial real estate, venture capital funding, major business sectors, banking, business leaders, and breaking news. Approximately, 59 percent of the readers classify themselves at “top management” and the content of the supplement is geared towards the business interests of top business leaders and c-suite executives.
Since 2017, the City of Alameda (City) has annually purchased a 20-page advertising supplement in the SFBT. The advertising supplement typically contains an introduction letter from the Mayor or City Manager, an “Alameda by the Numbers” page with key demographic figures, a map of current real estate developments, and articles highlighting Alameda businesses, key business sectors, professionals, and topics that illustrate Alameda’s comparative business advantages. Past advertising supplements have focused primarily on Alameda business opportunities with some references to quality of life.
As part of SFBT’s advertising package, the City also receives 500 printed copies of the supplement. The City distributes these printed supplements at the Chamber of Commerce’s annual State of the City and Economic Forecast events. Many Alameda-based businesses have also purchased ads in past supplements.
DISCUSSION
City staff are seeking EDAP’s suggestions of broad themes to emphasize in this year’s advertising supplement. For example, are there business sector trends or innovations being pioneered in Alameda that we should use to market the City? These themes will be reinforced by articles on topics chosen by City staff and written by SFBT. The City has final approval of the content contained in supplement. In the past, the themes for the supplement have focused on:
• High profile companies
• Development opportunities
• Innovation
• Green- and blue-tech businesses
• Quality of Life
City staff would also be interested in EDAP’s suggestions of other marketing tools and opportunities that it should consider in the future, especially to reach the target audience of corporate decision makers.
Recommendation
This item is for discussion purposes only. No action is required at this time.
Respectfully submitted by,
Eric Fonstein,
Development Manager
Exhibits
1. Copies of the 2023 San Francisco Business Times advertising supplements.
2. San Francisco Business Times Content