This entry was triggered by an article today in the Orlando Sentinel about the city of Deltona in Volusia County using professional models for their city website designed to attract new businesses.
The website is at: www.deltonameansbusiness.com
But, I am not writing to discuss the models, but a single statement in the article that illustrates the lack of management skills in the government sector. Taxpayers deserve professional managers that measure performance just like businesses do.
Here is the quote using information from Deltona's Assistant City Manager Sally Sherman:
"Sherman's economic development colleagues acrass the state called Deltona's site attractive and colorful.The site doesn't have a way to TRACK visitiors, but people are responding to it, said Sherman, who has been working in economic development for more than 20 years. "Numerous" companies have contacted the city with questions, she said, adding: "That's exactly what you want."
So, we have an economic manager who says an ad is worthwhile because colleagues (not customers) say it is colorful, AND she has NO MEANS to track the number of visitors (i.e. a hit count meter which is COMMON on most business websites), or apparently NO OTHER way to measure website effectiveness in attracting prospective new businesses. She can only say "numerous" companies have contacted the city, but no exact numbers comparable to other city measurements (do you get the idea they are like Lake County, which never seems to measure business development progress?), or conversion rates where the callers requested a relocation packet or signed up for a city economic tour.
The website has some interesting facts and links, but the contact form has no specific call to action components. It is just an empty online form you fill out. Why not list 10-15 specific business development issues that the reader checks off, then submits? Then you can capture data on types of requests.
That is the difference between business professionals in marketing, and amateurs in government. The professionals measure results and performance with different, specific deliverables rather than use colorful, vague generalizations. I would hate to ask them what they do to ensure that the Deltona business website is listed higher than other cities when someone does a google search on business relocations, etc.
The taxpayer should expect professionals, not amateurs, to be running government operations.
(Note: Our comments are based upon the news article, which could be missing some details, but the specific quotes seem clear to me.)
vj
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Here is the article from:
orlandosentinel.com/community/news/deltona/orl-models1308apr13,0,4792514.story
OrlandoSentinel.com
Deltona lures businesses with 'model' Web site
Officials draw criticism for using professionals rather than regular residents for a Web site to attract new enterprises.
Denise-marie Balona
Sentinel Staff Writer
April 13, 2008
Deltona may have found a solution to its image problem -- professional models.
When city leaders recently launched a Web site to lure new businesses, they turned to a St. Petersburg marketing firm to quickly get the polished looks they said would have been tough to get using residents in this sprawling city of nearly 90,000 in southwest Volusia.
They paid $8,200 to Paradise Advertising to set up the economic-development Web site, and for the fresh-faced models to dress it up -- a virtual facelift that left some residents feeling snubbed last week.
"We're not that bad looking," Daniela Medina said after hearing about the city's online makeover while browsing at a fashion boutique on Providence Boulevard. Medina, 18, said she and other members of Deltona High's modeling club would have been glad to pose for free.
Assistant City Manager Sally Sherman said she turned to professionals because she was pressed for time and she wanted models to demonstrate that Deltona has the kind of people companies want to hire and do business with.
It only took a day to photograph the models at various places in Deltona, where officials have been trying to spruce up a community of congested, winding roads and sometimes-cluttered lawns.
"I was trying to be true to our community by utilizing sites in our area and individuals that represented the individuals typical within the city of Deltona," Sherman said.
Two city employees are featured on deltonameansbusiness.com. But most photos showcase models -- about a dozen of them.
While models and stock photos are common among Web sites for corporations, hospitals and many government agencies, a number of Florida's economic-development groups said they prefer to spotlight residents.
It makes more sense, they said, to attract business by focusing on a community's assets and success stories.
"When you have those real people telling a story, it does carry more weight," said Stuart Doyle, a spokesman for Orlando-based Enterprise Florida, which promotes statewide economic development. "When things look a little too pretty and a little too perfect, it looks like an ad."
Still, Sherman's economic-development colleagues across the state called Deltona's site attractive and colorful.
The site doesn't have a way to track visitors, but people are responding to it, said Sherman, who has been working in economic development for more than 20 years.
"Numerous" companies have contacted the city with questions, she said, adding: "That's exactly what you want."
Denise-Marie Balona can be reached at [email protected] or 386-851-7916.
Copyright © 2008, Orlando Sentinel
