Ben Wright, CEO of Atlas Advertising says that while Hudson can boast of having a highly skilled and educated workforce, and many suitable business parks and commercial locations, "it is not on the radar nationally, and it is not strongly on the radar regionally as a business location."
Wright was reporting to council, at Tuesday's workshop, on the progress of the marketing initiative Atlas has contracted to provide this year.
As a result of initial research, Wright said the "most believable messaging relates to Hudson being a regional center of corporate and professional talent."
While this is a positive attribute, he concludes, "Hudson is likely very rarely considered for national and even regional business expansion.”
Atlas is working on a plan to improve Hudson's business identity.
Wright set forth the initial goals of the marketing plan, which include a new logo for the city and new business messaging. They will provide new economic development content for the city website, plan on creating a virtual familiarization tour and will conduct an advertising campaign with direct mailing and email.
Goals set were to contact 25 new business prospects annually and to maintain contact with 60 established Hudson businesses each year as well. Atlas also aspires to be able to announce 100 jobs added to the city each year.
When questioned by council member Hal DeSaussure as to whether "if we lose jobs, does that count against the 100?" Wright said the 100 "doesn't include net gain or loss."
Both Wright and Council President David Basil agreed that it would be important to maintain information as to net job gains or losses as part of the initiative.
Dennis Hanink felt that Atlas was "struggling to find a message" to convey about doing business in Hudson.
Wright replied that "to truly differentiate a community is very difficult," but that he would not characterize it as a struggle. Hudson has distinct advantages for distinct companies, according to Wright.
Some of the industries Atlas will seek to target are alternative energy, tech industries, distribution, healthcare and headquarters for national companies.
Wright said that although many business leaders find Hudson a desirable place to live, they have not been thinking in terms of business expansion into the area.
Atlas plans to grow awareness of the services and benefits of the City of Hudson; identify and reduce office vacancy; and create a unified message, deliverable by any city representative.
There will be monthly meetings between Atlas and the Communications Department for the city, and Wright will return in four to six weeks for the next update to city council.