Promoting your NMTC Project

1. Promoting your NMTC Project

2. Program Extension • Promote your NMTC project and help get the program extended: • We need to make them aware that the New Markets Tax Credit is driving development activity that benefits their constituents. • Members of Congress care about high-impact economic development projects in their state or district, especially in an election year. • Policymakers are seeking opportunities to highlight federal programs that are improving neighborhoods and creating jobs in their districts. • We need to displace the image of the upscale Blackstone Hotel as the face of NMTC investing and replace it with the job-creating projects at the heart of the program—those that eliminate blight, kick-start economic activity, support entrepreneurs and bring new services to disadvantaged areas.

3. Communicating Value • How do I communicate the value of my NMTC projects to members of congress? • There are three particular things we can do to raise the local profile of New Markets impact. • Provide basic information on a project to the local and D.C. staffs, especially any staffers covering tax policy. The details should be all about impact, including jobs created, connection to other redevelopment efforts, green aspects, etc. • Promote the project to local audiences through media outreach, web sites, enews, social media. • Create opportunities for policymakers to gain public profile related to the project. That includes groundbreakings, grand openings and tours to which media is invited.

4. Communicating Basic Info • Developing and communicating basic project information • Before your project closes: • Ask your project sponsor to sign on to the NMTC Coalition letter and to be an active part of the team in promoting the project to local stakeholders and members of congress. • Discuss the importance of promotional materials and events with your project sponsor. • Decide who will be responsible for one-pagers, press releases, and event planning.

5. Communicating Basic Info • Developing and communicating basic project information • When your project closes: • Produce a one-page summary of the project at closing and deliver to Congressional staffers and relevant local policymakers. • Remember your audience: this isn’t about detailing complicated financing streams but communicating the benefits of this project for the neighborhood and its residents. • This can be an early piece to use with press as well. A strong companion press release makes it easy for them to pursue and gives you an opportunity to offer policymakers the chance to be included with a quote.

6. Communicating Basic Info • Developing and communicating basic project information • After your project closes: • Visit your local congressional office to hand-deliver project one-pagers and press releases. • Ensure that ground breaking and grand opening events are scheduled as part of your standard asset management process. • Remind your project sponsor to schedule an event as project construction nears completion. • Events on Mondays and Fridays have the best chance of Congressional attendance. Or, when possible, schedule early and around congressional recesses. • Include local press on the invitation list.

7. Local Outreach • Local outreach • Creating the information is not enough. You need to push it out. It should be easily searchable and use key words that resonate across audiences, especially related to jobs. • Web site • Enews • Social media • Media outreach/wire service distribution • Use as many visuals and local connections as you can as you distribute information. • Photos or architectural drawings, depending on the stage of the project • Personal stories from those who benefit • Video or link to news coverage

8. Key Opportunity • Events are key opportunities. • Key policymakers should be invited to ALL project events, even if you think there is no chance they will attend. Think of it as targeted advertising. • Ensure that groundbreakings, grand openings or tours, if those might better feature your project, are scheduled as part of your standard asset management process. • Remind your project sponsor to schedule an event as project construction nears completion. Make it mandatory if you can. • Slate events on Mondays or Fridays for the best chance of Congressional attendance. Or, when possible, schedule early and around congressional recesses. If you are flexible and have existing relationships with staffers, contact policymakers first to schedule around their interest/availability. Keep in mind interactions between local and federal political connections. • Always include local press on the invitation list.

9. Takeaways • Project Promotion Takeaways • We need the active involvement of everyone in this room to ensure that the New Markets program remains a key federal program to spur private investment in low-income communities and create jobs. • None of us can do it alone – engage your staff, board of directors, and all of your project partners. • While members of Congress are our primary target, governors, mayors, and state reps are also important in promoting the program – ask them to add NMTCs to their DC advocacy agenda. • Focus on JOBS in all promotional materials and events. • Don’t work in a bubble--talk to other industry participants in your program area and use the NMTC Coalition and CDFI Fund as resources.