So what should the slogan and other marketing express if your city wants to court high-tech organizations? Results could include robust tax revenues from a profitable business sector and well-paid, well-educated workers. High-tech organizations do attend to the city branding in deciding where to locate. When Amazon invited proposals for their second headquarters, they wrote of wanting “a compatible cultural and community environment.”
To answer this question about what to feature, University of North Texas and Virginia Tech researchers correlated descriptions of 133 cities with the extent of high-tech growth in those cities. For the city descriptions, they employed computerized analysis of text from Lonely Planet Travel Guides and then statistical techniques to form the descriptive terms into dimensions. The names they gave to the dimensions along with some of the words included in each dimension were:
- Vibrancy. Music, celebration, night, hotel, community. Nashville; Las Vegas; New Orleans; and Lafayette, Louisiana scored high on Vibrancy.
- Revitalization. Local, cool, biggest, beautiful, boom. Dayton, Wichita, and Paducah were high on Revitalization.
- Gastro Hub. Food, market, football, hike, beer. South Bend, Omaha, and Milwaukee were high here.
- Local Center. Downtown, river, university, mountain, park. Dover in Delaware and Rapid City in South Dakota excelled here.
- History & Arts. Historical, culture, architecture, African, theatre. Philadelphia, Pennsylvania; Kansas City, Missouri; and Montgomery, Alabama stood out on History & Arts.
Of these five, Vibrancy was most closely associated with growth in high-tech organizations and employment. Because this was a correlational study, we can’t be sure of cause-and-effect. Still, there’s evidence that featuring descriptions of vibrancy in marketing your city will attract high-tech.
The researchers describe the possible payoffs from you doing this: High-tech pulls more than its own weight. While constituting under 10% of U.S. employment, the tech sector contributes 20% of gross domestic product. Each new high-tech job generates four to five additional jobs in service-oriented sectors.
At the same time, the researchers do reveal a flaw in their methodology: Wenatchee, Wisconsin was high on Vibrancy. But this should be attributed to its being the largest apple producer in America. The guide book phrases “pulsating” and “eye-catching” referred to that, not to Wenatchee having an electrifying entertainment scene.
The researchers describe the possible payoffs from you doing this: High-tech pulls more than its own weight. While constituting under 10% of U.S. employment, the tech sector contributes 20% of gross domestic product. Each new high-tech job generates four to five additional jobs in service-oriented sectors.
At the same time, the researchers do reveal a flaw in their methodology: Wenatchee, Wisconsin was high on Vibrancy. But this should be attributed to its being the largest apple producer in America. The guide book phrases “pulsating” and “eye-catching” referred to that, not to Wenatchee having an electrifying entertainment scene.
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Sloganize for City Attraction 
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