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A PROACTIVE, ACTIONABLE MARKETING PLAN:
Marketing 6890: Marketing Challenge
Spring 2011
Group #1:
Kimberly Tucker
Deo Sanders
Travis Goldfein
Robert Montalvan
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In today’s society, marketing is constantly changing and evolving due to technological and
cultural advances. Particularly with the internet, the way people communicate has changed
drastically. This has lead to a change in the way businesses market products, people, and ideas.
Our plan utilizes these technological advances, which altered how businesses are marketing:
– Attend conventions
– Use of brochures
– Google advertising
– E-marketing campaign
What we did: we meet every week with our group and with Dr. Festervand; we came up
with an action plan that included area research and a SWOT analysis; we compared and
contrasted Murfreesboro with its competitors, as well as their needs; and we ultimately found the
biggest problem was that we needed to find the medium to reach potential clients.
How we conducted our research: established understanding of current marketing
strategies and ways to improve or enhance those practices; conducted personal interviews with
Angie, the Marketing Director of MTMC; conducted expansive research on current trends with
how commercial real-estate companies market themselves; educated ourselves on how
technology has advanced and changed the face of marketing; conducted a conference call with
Holly Sears and other members of the Chamber of Commerce in order to educate ourselves on
successful strategies to market Murfreesboro; meet with MTSU faculty and local thought leaders
to brainstorm best practices.
After analyzing our options, we came up with three concrete, realistic marketing
solutions: conventions, Google advertising, e-marketing. We chose these solutions because they
are realistic, applicable, have a proven track record, and are inexpensive. We are confident that
if you put these solutions into action you will maximize your business potential and be able to
proactively gain clients.
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TABLE OF CONTENTS:
PART 1: What is the plan? ………………...………………………………………………….. 3
Our Research…………………………………………………………………………… 4
PART 2: How do you put the plan into action? ……………………………………………… 5
1.
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3.
4.
5.
6.
The Online Marketing Campaign………………………………………………… 6
Google Advertising………………………………………………………………… 10
Conferences……………………………………………………………………...… 11
The Brochure….…………………………………………………………………… 12
The Job Application……………………………………………………………...... 14
The Email and Mail Campaign Document……….…………………………….... 16
PART 3: Who do you contact? …………………………………………………………….… 20
List of Target Markets………………………………………………………………… 21
APPENDIX A: Nashville and Vanderbilt Prospecting…………………………………...… 22
APPENDIX B: Murfreesboro/Medical Center Parkway Prospecting…………………….. 26
APPENDIX C: Interview with Angie, MTMC Marketing Director……………………..… 30
APPENDIX D: Conference Call with Holly Sears………………………………………...… 31
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PART 1: WHAT IS THE PLAN?
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1. Conduct a situational and market analysis:
a. Research demographics
b. Complete a SWOT analysis
c. Identify needs and how you can best meet those needs
Example: Healthcare is the most prominent industry on Medical Center, so we have
decided to focus on the Healthcare market in Murfreesboro, TN on Medical Center
Parkway. Thus, we conducted a healthcare industry analysis with a focus on the
Nashville and Vanderbilt areas (please refer to Appendix A). We also completed a
situation and market analysis of Medical Center Parkway (please refer to Appendix
B). We also conducted a SWOT analysis of StoneGate Commercial:
Strengths
Good properties
Excellent locations
Thorough land inspection
Good land planning
Billboards are well-placed
Attends conventions
Developers come to him
Opportunities
A clean slate to develop good marketing
strategies
Changing marketing strategies and
technology
Weaknesses
Absolutely no marketing practices
Threats
The commercial real estate market has
turned severe because of the ECONOMY
Changing marketing strategies and
technology
2. After the SWOT analysis, find a way to maximize strengths, turn weaknesses into
strengths, convert opportunities into strengths, and combat all threats.
Example: Strengths – Primary care hospital, nice retail stores, premium restaurants,
new hotel accommodations. Weaknesses – Lack of premium/specialized healthcare.
Opportunities – Improve the hospital, have corporate offices, more healthcare
employees could lead to housing developments/apartment complexes. Threats –
Nashville and Vanderbilt health centers, Nashville Commercial real estate companies,
Smyrna Stone crest medical center.
3. Compare and contrast which companies would fit into the area’s theme, and would
be successful:
Example: Interview/ask medical professionals why people often travel to Vanderbilt
and what things are needed in this area (please refer to Appendix C).
4. Reach potential clients through ???????? MEDIUMS ????????
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PART 2: HOW DO YOU PUT THE PLAN INTO
ACTION?
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1. Online Marketing Campaign:
Marketing has pretty much been around forever in one form or another. However, the methods of
marketing have changed and improved, and we’ve become a lot more efficient at telling our
stories and getting our marketing messages out there. E-Marketing is the product of the meeting
between modern communication technologies and the age-old marketing principles that humans
have always applied. Very simply put, E-Marketing refers to the application of marketing
principles and techniques via electronic media, i.e. the internet. Essentially, E-Marketing is the
process of marketing a brand using the Internet.
There are 8 types of internet marketing that are most often used and, of course, lead to success:
– SEO- (Search Engine Optimization) A basic and good way to increase traffic.
When your site is optimized, the chances are more that Google indexes your site
quickly and gives a high ranking to your site.
– PPC – (Pay per Click) Allows you to create ads in Google or yahoo. With more
ads created and linked to keywords, viewers who are interested in that topic will
visit your site, hence you get the traffic. And since it is paid service, the more you
pay for each click, the higher in the search engines your ads will appear.
– Banner ads- Another type of ads which use diagram with pictures and texts, they
usually appear on the top or bottom of the web page.
– Google AdSense- Google AdSense is a program that allows you to put ads online,
and when the ads are clicked, you will make money. Besides making money, you
get traffic also.
– Online Magazines –You buy ad space for promoting, and like the banner ads,
when the magazine generates traffic, you will pay according to the traffic.
– E-commerce newsletters- Allow us to develop relationships with our clients and
let them know when we invent something they may be interested in.
– Online Directories – Those online directories and city guide yellow pages can be
effective places to promote your site.
– Website Lead Generation – It is a program that provides you with qualified leads
and then you pay for each lead. Lead generation guarantees a return on investment
and is a quite safe way with little risk.
Components of a good E-Marketing campaign:
Search Engine Optimization
Email Marketing Strategy
Online Advertising
Online Newsletters
Proactive E-Marketing solutions:
http://www.emarketingassociation.com/
http://www.verticalresponse.com/
http://www.emarketinginc.com/
http://www.constantcontact.com/index.jsp
http://www.exacttarget.com/
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The following is an example of an E-Marketing solution: Quickspace
The corporate studio allows a commercial real estate company to create a specialized Promo-Pak
(website) that includes a flash website, PDF brochure, Windows EXE file as well as the ability to
add file attachments.
 When creating a Promo-Pak, the user will choose a template, fill it out and launch it live.
The Promo-Pak will deliver a unique URL address which will give your clients a stylish
corporate branded website to view and see available land
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The Promo-Pak will allow you to track in real time how many people have opened your email to
look at your specialized information
The corporate studio allows for an unlimited amount of Promo-Pak’s to be created and
distributed. Pricing is based on the number of brokers that can be listed as contacts within any
Promo-Pak.
This allows customers to review every detail of your listing via an easy to navigate web
marketing package. The web marketing package will allow users to
 Interactive plans linking to detailed data
 Maps that can easily displays layers of information
 Have photo galleries that captivate your audience
How much: Typically property websites start at $1,500. Each project is unique and its project
requirements are based on the provided materials, budget and schedule.
A designer will consult with you on your specific needs and provide a story board and detailed
proposal for your project.
Investment Sales Deal Flow Management
ALL IN ONE - Listing Center, File Collaboration, & Deal Tracking
Listing Collab is the most efficient way of showcasing your assets and securely sharing your due
diligence files between attorneys, owners, brokers, partners, and lenders
Available 24/7 online, Listing Collab allows approved members instant access to all
underwriting and due diligence materials relevant to your properties.
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Benefits
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Use it for ALL your investment sales listings at ONE PRICE for an entire year
Accelerate the distribution of both marketing and due diligence documents
Maintain complete control of your investment deals 24/7
Streamline transaction deal flow to make the process simple for both you and your
customer
Intuitive dashboard to manage your listings efficiently
Branded with your corporate identity to maintain consistency throughout the entire deal
flow
The ultimate goal is to be proactive about finding clients
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2. Google Advertising
Google Webmaster Tools and Analytics:
When we utilize a search engine, the engine uses three ways to identify the best way to
find the most useful information. They are: Crawling - Does Google know about your site?;
Indexing – Can Google index your site?; Serving – Does the site have good and useful content
that is relevant to the user’s search?
The Benefits:
15 Reasons why you should use Google webmaster tools:
http://ask.enquiro.com/2008/why-you-should-use-google-webmaster-tools/
Top 3: XML Sitemap Submission, Key Diagnostic Data about your Site, and Set a Geographic
Target area and track progress
How to Begin:
1. Register your site on Google by submitting your URL here:
http://www.google.com/addurl/
2. Sign up for Google webmaster tools via the website:
www.Google.com/webmastertools
3. Sign up for Google analytics via the website: www.google.com/analytics
Pricing:
It is FREE
Potential Benefits for Stonegate:
Cost containment; Ease of use; Proven track record; Google’s popularity and high traffic
ensures maximum potential clients who perform web-based searches
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3. Conferences at which to be an exhibiter:
*The Booth: visual aids, examples of what has been done, scenic plans, aerial photos, brochures,
and an analysis and information about the area/city and the properties
*www.expocentral.com*
*National Automoblie Dealers Association
*National Restaurant Association:
Restaurant Leadership Conferences
Restaurant Industry Conferences
Restaurant Finance and Development Conferences
*Healthcare Conferences
*Grocery Manufacturers Association
*Hospitality Conferences
*National Apartment Association
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4. The brochure:
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5. The job application:
Project Manager – Marketing Development
Company
Stone Gate Realty.
Department Land Development
TN - Murfreesboro
Location
JOB DESCRIPTION:
The successful candidate will:
• Have established relationships with local and regional agencies and that support
annual general site development engineering and planning sales of $1,000,000 or
more
• Participate in client-rich organizations and functions
• Manage projects and clients profitably, producing and delivering a quality product
for our clients at a fair price
• Assist in expanding our client base and geographic reach
• Communicate well with clients, staff and management
• Understand public sector and private sector processes, current market forces,
environmental conditions / constraints and political processes required to maximize
our client’s needs
JOB REQUIREMENTS:
Knowledge of:
 History on Murfreesboro’s economic development
 Civil Engineering
 Landscape Architecture
 Urban Design
Professional registration required: Professional Engineer, Registered Architect or Registered
Planner in the State of Tennessee or the ability to obtain registration within six (6) months
of hire.
5 Years Project Management Experience, including: Established Client Relationships;
Marketing and Business Development Skills; Ability to Manage Project Schedules and
Budgets
Established relationships with local/regional agencies required; Overview knowledge of
AutoCad and Microstation programs desirable; Working knowledge of Excel, Word and
Outlook required
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Commercial real estate is research and analysis driven
Since millions of dollars is at stake with each client, the competition is fierce between agencies
A typical commercial real estate agent has a college degree, a sales background, extensive
knowledge of finance and a real estate license (typically the same one as a residential real estate
agent). There are two types of commercial real estate associates: those who represent tenants and
those who represent landlords
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6. The email and mail campaign document: (With a Cover Letter)
Murfreesboro: Quality Commercial Land Development
The City of Murfreesboro has always promoted their location of being in the geographic center
of Tennessee and the quality of its workforce which is supplemented by graduates in the 24,000
students Middle Tennessee State University. Through the efforts of the City, The Gateway of
Murfreesboro, a mixed-use complex of 396 acres was started. Stonegate Commercial is
developing an additional 400 acres that is strategically located adjacent to the I-24 interchange
and Medical Center Parkway. The Gateway development is located in the City of Murfreesboro
and only 30 miles from Nashville, 25 miles to Nashville International Airport.
Development in The Gateway area includes Class A office, medical offices, retail and corporate
headquarters. Additional developments that are planned and under construction include medical
offices, financial institutions, insurance company offices and the new 286 bed 10 story hospital.
Half a million square feet of existing Class A office space
Plentiful dining and shopping options at the nearby retail center, The Avenue Murfreesboro
100,000 residents and a mobile workforce of 35,000
Embassy Suites and Conference Center, a 10 story, 283 room Embassy Suites Hotel and
adjoining 80,000 square foot conference center
One of the top scoring school systems in the state
One of the fastest growing counties in the region
Largest undergraduate university in the state, Middle Tennessee State University
Murfreesboro was named by Money Magazine as on the "Top 100 Places to Live" in 2006 and
one of the Best Places to Raise Kids by Business Week in 2008
The Gateway
In 1988 the City of Murfreesboro, needing a new entrance into the City, saw a unique
opportunity to form a large overall master plan. This plan, known as The Gateway, addresses a
number of public issues and proved for special private development.
The new Middle Tennessee Medical Center will open late in 2010 and there has already been
numerous office buildings and medical offices opened in The Gateway.
Stonegate Commercial is involved in opening three phases of development in The Gateway. In
Phase I there is The Avenue of Murfreesboro, an 805,000 square foot lifestyle mall offering
shopping, dining and entertainment. Also in Phase I there is The Embassy Suites Hotel and
Conference Center, along with parcels available for hotels, restaurants and other retail
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development. Phase II offers parcels for Class A office space and upscale apartment complexes.
Phase III offers commercial locations for hospitality and retail.
The Gateway has firmly established Murfreesboro as a regional destination for shopping, dining,
entertainment and medical services.
Middle Tennessee Medical Center at the Gateway Murfreesboro
Middle Tennessee Medical Center will complete construction in 2010 on the new state-of-the-art
hospital at an approximately cost of $278 million. The 286-bed facility is located on 68 acres in
the Gateway along Medical Center Parkway. It will be owned and opperated by Saint Thomas
Health Services and Ascension Health.
The Embassy Suites and Conference Center at Murfreesboro, TN
The Embassy Suites Hotel and Conference Center opened in fall of 2008.The facility is one of
the largest of its kind in all of Middle Tennessee and features 10 stories with 283 suites and a
conference center of 80,000 square feet which is third largest in the market behind only Gaylord
Opryland. The property is owned and managed by John Q. Hammons Hotels & Resorts the
nation’s leading independent builder, developer, owner and manager of upscale, full-service
hotels, resorts and suites.
Embassy Suites Offers Many Ammenities:
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EmbassyDirect® kiosks
High-speed internet
Fully-equipped Business Centers
Mp3 clock radio
The Embassy's Business Balance Program keeping you healthy with complimentary
cooked-to-order breakfast, state-of-the-art gym, and Serta's new luxurious Suite Dreams
mattresses.
The Embassy Suites can plan any event for you whether it's a business conference, a wedding or
reception:
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Suite accommodations
Meeting Rooms
Food and Beverage
Audio/visual
The Avenue Murfreesboro
Cousins Properties and Faison Enterprises opened the Avenue Murfreesboro, an 810,000 squarefoot open-air life style retail center on Medical Center Parkway in the fall of 2007. The Avenue
Murfreesboro is the centerpiece of 400 acres of new commercial development envisioned by
landowner C. M. Gatton and developed by Stonegate Commercial along Medical Center
Parkway. The Avenue contains 110 quality stores including Chico's, Coldwater Creek, Hollister,
Best Buy, Dick's Sporting Goods and many others.
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Stores at the Avenue or Upcoming Stores
1. Ann Taylor Loft
2. Barnes & Noble
3. Belk
4. Best Buy
5. Chico's
6. Coldwater Creek
7. Cost Plus World Market
8. David’s Bridal
9. Dick's Sporting Goods
10. Haverty’s
11. Jos. A. Bank
12. NY & Company
13. Off Broadway
14. Old Navy
15. Petco
16. Talbots
17. White House/Black Market
18. Ulta
Available Commercial Properties
The Gateway Phase I
The properties in Phase I are conveniently located on Medical Center Parkway, just minutes
from the new Middle Tennessee Medical Center. The commercial properties are easily accessible
from The Avenue and the new Embassy Suites Hotel and Conference Center.
The Gateway Phase II
The properties in Phase II are conveniently located on Medical Center Parkway, just minutes
from the new Middle Tennessee Medical Center. The commercial properties are easily accessible
from The Avenue and the new Embassy Suites and Conference Center. The Gateway Phase III
properties are located at the I-24 and Medical Center Parkway interchange. Across from the
Embassy Suites Hotel and adjacent to the new Chamber of Commerce building.
The Gateway Phase III
Located at interchange of I-24 and Medical Center Parkway across from Embassy Suites Hotel
and adjacent to the new 33,000 square foot Chamber of Commerce Building.
Memorial Blvd
13.80 Acres commercial property available from Stonegate Commercial and is conveniently
located on Memorial Blvd. adjacent to McDonalds, 1st Tennessee Bank, and Walgreens. A great
location for any business and close to the Middle Tennessee State University Campus. Contact
Stonegate Commercial for more details.
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Northfield Blvd
16.62 acres on one side of the intersection of North Tennessee Blvd and Northfield Blvd, 1.44
acres on the other side available from Stonegate Commercial. Conveniently located down the
street from Middle Tennessee State University.
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PART 3: WHO DO YOU CONTACT?
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4. List of Target Markets:
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Car Dealerships:
Restaurants:
Public Pharmacies:
Convention Centers:
Gas Stations:
Apartment Complexes:
Wellness Centers:
Daycares:
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APPENDIX A: Nashville and Vanderbilt Prospecting:
Within the Vanderbilt, Centennial, and Baptist Hospital environment there are several businesses
that overlap or surround the main attractions. The Vanderbilt area is perhaps the most unique,
simply because they cater to nurses, Case Managers, SW, Dr’s, Patients, Families, etc., both
students and professionals. This creates a demand for a cluster of unique retail, dining,
convenience, functional, and practical businesses. Additionally, because they treat or tend to
several patients with both medical conditions and mental conditions, certain auxiliary businesses
are needed. The goals in prospecting the area surrounding the main Nashville hospitals were to
identify the establishments and to give a synopsis of why these places exist. VUMC is the main
area but because of the close proximity to the other hospitals we will identify similarities for the
prospective building area near the Medical Center Parkway area of Murfreesboro, TN.
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Vanderbilt
The Vanderbilt area has these institutions that surround them:
Counseling and Auxiliary Businesses (created by demand stimulated for Vanderbilt)
Counseling
Vanderbilt Center for Integrated Health
Bruhe Richard, PhD
Glenda Parkinson, LCSW
Kirk Dawn, LCSW
Life Cycles Counseling Services
Linda Shoun, LCSW
Nashville Individual counseling
Family and Children’s Services
The Evelyn Frye Center
Anxiety-Depression Clinic
Athena Consulting and Counseling
Often times patients need these services and the reason location is important is incase emergency
or expert opinion is needed, they are handy. Some of the counselors are PHD’s and others
simply licensed social workers. They all serve a purpose in the community.
Rehabilitation
Stroke Rehabilitation
Physical Therapy
Post Surgery Rehab…
Speech Therapy
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Insurance
State Farm
Health Spring
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Zander
Farmers
BCBS of TN
Farm Bureau
North Western Mutual
March Insurance
Aetna Ins. Co
All State Insurance
Hale Insurance
Pacific Life
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Banks: (None on Medical Center)
Pinnacle Financial
Bank of America
Regions
First Tennessee
Civic Bank and Trust
Fifth 3rd Bank
Caterpillar Financial
US Bank
First Tennessee
Etc.
The obvious reasons for banks to exist within close proximity to these institutions are to serve
several functions, financing for local businesses, convenience for the medical center patrons,
financing for housing around the area, employment opportunities, and last but not least to make a
profit. The banks that are mentioned are only in the main area within a few blocks of the
Medical Center. Which tells us that it presents an opportunity unparalleled to other businesses
because unlike retail/dining, these places have withstood the test of time.
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Pharmacies: (One undeveloped Walgreens on Medical Center), (Consider Reeves-Sain)
Rite Aide
Walgreens
3 CVS
Vanderbilt Medical Arts Pharmacy
MCE Pharmacy
V. Out Patient Pharmacy
Nashville Pharmacy Service
John Hollis Pharmacy
Care Plus Pharmacy
Corner Pharmacy
Pardue Pharmacy
Metro Health Pharmacy
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The pharmacies all offer something unique to the customers being discharged from the hospital,
surgery center, or a simple doctor visit. For instance, Walgreens, CVS and Rite Aide compete
for the same type of customers, they do not take up as much space as larger retailers such as
Wal-Mart, or Target but they offer the high volume products with convenience that these stores,
not typically found in the heart of the city offer. You can purchase medicinal remedies, drinks,
seasonal items, hygiene products, and most convenient store items. The other pharmacies on
Vandy campus caters to employees or patients needed specific specialty products, such as
dialysis, cancer, etc. Other pharmacy stores might offer DME (Durable Medical Equipment),
wheelchairs, crutches, braces, in-home hospital beds, walkers, canes, etc. These offering with
always be needed and the specifics should be tailored to the services offered by the facility or
flagship institution.
Dental and Orthodontic Offices and the Past trends:
Wallace McPherson Dental
Young Donald
West End Smiles
Smiley Dental Associates
Nickels and Scott
Oral Surgery Center
Interfaith Dental
Jody Jones, DDS
Bull Donald,
…………………There were literally about 30-50 offices.
Prior knowledge suggests a trend of dental offices trailing medical offices and hospital areas. In
Murfreesboro this has certainly been a trend as well in other cities. It is like the Wal-Mart
shopping center strip-mall. Other company’s leach off the market research and flow of traffic to
capitalize on a customer type, in this case, people concerned with their health and well-being.
Dentistry ties in nicely with these medical institutions.
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Hotels/Restaurants/Novelty items
Hilton
Lowes
Marriott
Extended Stays
2 Hampton Inn
Hutton Hotel
Holiday Inn Hotel
Embassy Suites
Courtyard Marriot
Hilton Garden Inn
J. Alexander’s
PF Changs
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Wendy’s
McDonalds
Bread and Co
Pizza Places
Steakhouses, Ruth’s Chris, Flemings, Stony River
Maggianos,
Bars, Rumba, Tin Angel, Sam’s
Breakfast places
Ice creameries, Pink Berry, Oasis, Sweet Cece’s Yogurt Express
Starbucks (None on Medical Center)
Floral Shops (None on Medical Center)
Nails shops, Hair Salons,
The extended stay sticks out the most for hospitalized family members who would like to be
close and not have to spend a fortune. Restaurants should range from easily affordable to midrange because of the customers with the most frequency will be looking for quick food, and
convenience.
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APPENDIX B: Murfreesboro/Medical Center Parkway Prospecting:
Middle TN Medical Center: A member of Saint Thomas Heart Services
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Bariatrics & Weight Loss
Cancer
Cardiac
Center for Breast Health
Chest Pain Network
Childbirth
Diabetes
Diagnostic Imaging
Emergency Services
Joint Replacement
Neurosciences
Orthopedics
Palliative Medicine
Pharmacy DOH
Physical Therapy
Rehabilitation Services
Robotic Procedures
Seton Support Center
Surgery
Wellness Center
Women's Health
Wound Care
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Murfreesboro Medical Clinic and Surgery
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Anesthesiology
Dermatology
Diabetes Care
Gastroenterology
General Surgery
Internal Medicine and Family Practice
Laboratory
Murfreesboro Medicinal Spa
Neurology
Obstetrics and Gynecology
Ophthalmology
Otolaryngology (ENT)
Pain & Physical Medicine
Pediatrics
Pharmacy
Podiatry
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Radiology
Plastic Surgery
Rheumatology
Urology
Vascular Surgery
Surgicenter
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Health care: Types of offices
 TN Orthopedic Alliance
 Prince Eye Care
 Murfreesboro Dermatology Clinic
 Middle TN Oral and Maxillofacial Surgery
 Good Feet Store – Foot inserts (shoe soles)
 Good center for aesthetics
 Middle TN joint and spine center
 Covenant Health Care for Women
 Middle TN Ambulatory Surgery
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Private Doctors:
 Ray C. Johnson
 Csaba Rusznak
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Miscellaneous:
 Consumers Insurance
 F & M Mortgage
 State Farm Insurance
 Hobby town USA
 Batteries Plus
 Hot Spot Tanning
 Yankee Candle
 World Market
 White House | Black Market
 Uniform Breeze
 Titans Locker Room
 Thomas Kinkade Gallery of Murfreesboro
 The Pottery Place
 The Children's Place
 Stride Rite
 Sport Clips
 Sleep Number
 Petco
 Kirkland's
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 Kay Jewelers
 American Eagle
 Amy's Hallmark
 Barnes & Noble
 Bath & Body Works
 Belk
 Best Buy
 Cacique
 Carla & Co. Gifts and Jewelry
 Carter's
 Champs Sports
 Charming Charlie
 Chico's
 Coldwater Creek
 College Station
 David's Bridal
 Delia's
 Dick's Sporting Goods
 Dress Barn
 e. Allen
 Edible Arrangements
 Epiphany
 Express
 Farmers Insurance
 Francesca's Collections
 Gymboree
 Harry & David
 Hat World
 Havertys
 H ollister Co.
 Jackson Thornton
 Jared The Galleria of Jewelry
 Jos. A. Bank
 Justice
 Victoria's Secret
 Ulta
 Toodles
 Sunglass Hut
 Solstice Sunglass Boutique
 Old Navy
 New York & Company
 Men's Wearhouse and Tux
 LOFT
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Food:
 Julia’s’ Home-style Bakery
 Red Robin
 Wing stop
 Chop House
 Bone Fish Grill
 Jimmy Johns Sandwiches
 Which Wich? Superior Sandwiches
 Romano's Macaroni Grill
 Rocky Mountain Chocolate Factory
 Off Broadway Shoes
 Mimi's Cafe
 Genghis Grill
 Chili's
 Culver's
 Frutation Fruit Salads, Smoothies and Juice
 Fulin's Asian Cuisine
 Great American Cookies
 Icing by Claire's
 LongHorn Steakhouse
______________________________________________________________________________
Banks:
 First National Bank
______________________________________________________________________________
Electronic:
 Sprint Store
 AT&T
 Verizon
 Azzo Computers
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APPENDIX C: Interview with Angie, MTMC Marketing Director:
*Middle Tennessee Medical Center is in competition with Vanderbilt medical services.
*MTMC is bringing in other, outside healthcare services themselves (like the psychiatric center
that is coming in the Fall).
*There are other services that the employees and the patients in and around MTMC need: a gym
or wellness center of some sort (like the MAC); employees need a daycare; for patients,
restaurants are great, especially ones that deliver, and they could use a some more restaurants;
need gas stations; need pharmacies (like CVS, etc); grocery stores are needed; apartments are in
question – as long as they are along the concept of the swonsin (sp) development, then they
would be needed (CREATE a downtown feel, where people could walk to parks, coffee shops,
and apartments, here); NEED a convention center (Embassy hotel is great, but they need more
and are outgrowing them).
*Marketing Efforts: market their services – healthcare services – based on the audience, who
they are reaching, ages, etc. They market to Ruthorford County and those counties south of R.
Co. Being creative in terms of marketing is the biggest obstacle. So, what works? Social media
(facebook, twitter; share your experiences; provide healthcare news; twitted a live surgery, etc.);
campaigns, network with MTSU – offer class credit, internship that leads to a job, students come
to them.
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APPENDIX D: Conference Call with Holly Sears:
Key Competitor Cities:
Indianapolis (Indy Partnership)
Charlotte
Raleigh Durham
Austin
Dallas
Orlando
Jacksonville
Workforce in Murfreesboro does exist, a large percentage of people in Murfreesboro commute to
other Class A sites, in franklin and Nashville.
Current no Available Class A Office space built in the corridor.
Class A developer’s:
Spectrum Property (Pat Emery)
Highwood’s Development
Crest Resources
Investment Firms:
JP Morgan
Blackstone
Lionstone
Panatori (California)-Build Warehouses here but commercial class A in other parts of the
US.