Mobilizing Community Collaboration to Spur Demand
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Mobilizing Community Collaboration to Spur Demand

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A presentation by Bill Coleman (Community Technology Advisors) at the 2013 FTTH Council Annual Conference

A presentation by Bill Coleman (Community Technology Advisors) at the 2013 FTTH Council Annual Conference

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Mobilizing Community Collaboration to Spur Demand Mobilizing Community Collaboration to Spur Demand Presentation Transcript

  • Mobilizing Community Collaboration to Drive Demand Bill Coleman, Community Technology Advisors
  • Learning Objectives • Learn how to: – Create linkage between a provider's market development plan and community goals – Convene community leaders around broadband-based community economic development and vitality – Build community support for a proposed or existing FTTH network
  • Melding best practices from 30 years of broadband and economic development • Blandin Foundation Minnesota Intelligent Rural Communities Project • Intelligent Community Forum Framework • Art of Hosting • MN Star City Program • Nortel Networks Integrated Community Networks
  • Minnesota Intelligent Rural Communities Project (MIRC) $4.8 million NTIA Sustainable Broadband Adoption Grant $6.0 million total project investment Partners: University of Minnesota Extension, State Workforce Centers, MN State Colleges and Universities, PCs for People, MN Renewable Energy Marketplace, 9 Regional Development Commissions and 11 Demonstration Communities
  • B R O A D B A N D KNOWLEDGE WORKFORCE INNOVATION M A R K E T I N G DIGITAL INCLUSION Intelligent Community Forum Framework
  • Documented MIRC Outcomes • Broadband adoption growth rates 15% higher than comparable rural communities • Communities improving their Intelligent Community benchmarks by an average of 15% in just 18 months • Businesses improving their use of web and social media technologies by ____% in one year
  • THE OPPORTUNITY Creating synergy between a provider’s market development plans and the community’s development goals
  • “What we have is a failure to communicate!” “What’s a gigabit? More importantly, what time is Cool Hand Luke?” “Don’t they know how much I’ve invested in FTTH?”
  • Market Development = Community Development Provider Marketing Plans Community Development Plans Linkage Sell high bandwidth and value added services to businesses Help transform existing and new businesses to be globally competitive Tech savvy businesses are positioned to succeed and grow Sell high bandwidth and value added services to community institutions Ensure that schools and hospitals are community assets to help to attract new residents Well connected institutions deliver world-class services Increase broadband penetration to 100% Ensure that everyone is connected for full community and economic participation Digital inclusion expands market and enables community innovation. Invest in a growing market Retain and attract new residents and businesses Quality broadband is a marketable asset
  • Four Stage Process Continue and repeat Project implementation Planning Preparation
  • Preparation • Recruit community champions • Leverage market development funds • Engage the community • Establish partnerships with shared interests
  • Recruit Community Champions • Key actors – Chamber of commerce – Community/regional foundation – Economic development – Health care – Not-for-Profits – Schools – Senior groups – Social services – Workforce services • Key concepts – Enlightened self interest is OK – Shared control of process will be required
  • Leverage Market Development Funds • Commit to a community broadband budget for project development – Cash – Broadband and other services • Community matching commitment – Cash – Project support – Staff support • Seek additional funding commitments – Community, regional or state foundations – Regional or state agencies and organizations
  • Engage the Community • Create a steering team • Recruit local organizations • Use their language, not yours • Establish your network as the game- changing asset for the community • Get people thinking and talking about your network and the community opportunity
  • Recruit Those with Shared Interests • Computer sales, networking and support • Web and app developers • Regional networks • Wireless carriers • Equipment vendors Enlightened Self Interest Drives Participation!
  • Planning • Use Intelligent Community Framework • Identify community needs – Benchmark on Intelligent Community and/or other data points – Use other community/regional studies and plans – Community input • Use facilitation to set goals and desired outcomes – Based on benchmarking, plans and input • Project development – Brainstorming – Prioritizing through voting and commitment – Project teams established
  • Providers must tolerate the groan zone!
  • Project possibilities • Digital inclusion projects • Wi-Fi Hotspots • 1 : 1 student devices • Home health care monitoring • Computer/internet training • Workforce online training for key industries • Community healthy activities online portal • Expanded GIS use • Technology user groups • Social media use • Business accelerator • E-commerce training • Community portals • Web sites • Mobile app development • Flipped classrooms • Community video streaming • Community hackfests • Social media breakfasts • Government online apps • Senior citizen online coffee and book clubs • More!
  • Project implementation • Project teams develop activities/budgets with other committed resources • Projects submitted to broadband fund board/advisory committee for ranking and funding decisions • Selected projects funded and implemented • Other projects seek other funding or revise projects to fit existing resources
  • Continue and repeat • Document and promote success stories • Continue to cultivate community ideas for technology use • Continue to seek funding – local, state, federal and foundation – for technology projects for the community and region • Be seen as the community partner
  • Market Development = Community Development Market Development • Brand – Community partner – Quality network and service • Relationships built via soft sales environment • Sales opportunities – Connectivity – Equipment – Services • Community now acts as extended sales staff Community Development • More broadband use • More sophisticated technology use • Increased tendency to see broadband technology as a problem solving tool • Community now has a “culture of use”
  • Scale • Flexible • Implemented in a variety of geographies – Rural regional centers – Countywide – Five county economic development region – Indian reservations • Untested – Urban centers – Neighborhoods
  • Budget and business case Expenses Item Cost Community Broadband Fund $25,000 - $100,000 Community Facilitator/Coach $5,000 - $10,000 Meeting Expenses $1,000 - $5,000 Total $31,000 - $115,000 Revenue • Driven by: – Faster growth in residential take rates – Greater revenues from community anchor tenants – Revenue sharing with for-profit vendor partners • Experience – *In rural MN, each 1% increase in take rates yields $3 million in annual revenue to providers. – Take rates in MIRC communities increased 15% faster than other rural communities
  • Critical Concepts • “Go slow to go fast!” • “When you have seen one community, you have seen one community” • Enjoy the low-hanging fruit sales opportunities • Process accelerates existing tech plans • Opportunity + funding facilitates collaboration • Digital illiteracy exists at many levels • Sales opportunities are at the back of the room, not the front
  • Discussion • Contact – Bill Coleman • Community Technology Advisors • bill@communitytechnologyadvisors.com • www.communitytechnologyadvisors.com • 651-491-2551 • Key online resources – http://broadband.blandinfoundation.org – www.intelligentcommunity.org