York County staff outline people-centered economic development marketing and website overhaul

York County economic development staff presented a new marketing and communications strategy to the county's Economic Development Committee on Sept. 16, emphasizing people-centered storytelling, partnerships and a planned website redesign.

Committee members heard that the new approach will focus messaging around four pillars ' community of place, business and talent, entrepreneurship, and agriculture and food ' and will shift away from strictly industry-targeted content toward multimedia stories that highlight local residents and businesses.

Dr. Caroline Ford, the presentation's lead presenter, said the effort aims to make technical economic development topics more accessible to residents and potential investors. "People really don't want to hear jargon. They want to understand what you're saying," Ford said. She illustrated the approach with the example: "Trails aren't just for fun" ' a line she used to show how features such as trails can be framed as economic assets.

Ford described the new content strategy as built on "educational and communication pillars" that map stories to the county's strategic goals and defined audiences. She said the county will use a mix of digital and in-person content and will measure engagement to refine topics and channels.

Committee members and staff highlighted existing collaborations as central to executing the plan. Ford pointed to the Make It York County initiative and examples where the county amplified content created in partnership with the chamber and Visit York County. She noted a recent collaborative social media giveaway and the launch of a small business toolkit as initiatives that drew attention and engagement.

Mitch, an economic development staff member introduced during the presentation, said the county already has a vendor selected for a website redesign and that the current site, built about nine years ago, will be retooled to emphasize storytelling and easier navigation. Ford told the committee the new site will include multimedia features and better access to community projects and resources.

Committee members asked about testimonials and mentoring for entrepreneurs. One member suggested collecting business testimonials to promote companies and illustrate the toolkit's value. Ford said those fits within the entrepreneurship communication pillar and that some businesses have already expressed interest in participating. She said the county is not yet prepared to manage a mentoring network but could identify potential local mentors, including retired residents with business experience.

Councilman Radkins and others praised the shift toward showcasing local stories and noted the Small Business Development Center connection. Ford also thanked staff and partners for work on the plan.

The committee did not take a formal vote on the communications plan during the meeting. Staff said they will continue to refine content pillars, partnership roles and measurement approaches as the county implements the strategy.