Brand Understandings and Insights - The Corridor, Iowa
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  • 814 responses
  • When comparing age groups to the quality of life offered by The Corridor, Des Moines and Madison you can note specific trends. Madison, WI resonates well by respondents between the age of 18-34 – suggesting a college-town atmosphere is desirable As the respondent ages, Des Moines becomes the most popular location for quality of life. 25-34 respondents did not mention The Corridor has the region with the best quality of life. Please note the trend line shown in the chart.
  • 40% of respondents noted the Quad Cities is the region known as The Corridor. This suggests very low name recognition amongst the fielded markets (Des Moines and Madison). Another explanation for the high rate of response for Quad Cities, is the respondent’s unfamiliarity with The Corridor and which region it identifies. Therefore respondents attributed the most known region as “The Corridor”, attempting to guess at the correct answer.
  • 22.22% of respondents from Des Moines noted Cedar Rapids / Iowa City as the region known as The Corridor. This suggest slightly higher name recognition in the state of Iowa compared to those communities out of state (Madison, for example).
  • Interestingly, 70% of respondents wouldn’t change the name of the region. This indicates a disconnect between resident perceptions (as identified by the Vision Survey and the Community Survey) of the area needing a name change. However, respondents across most research pieces agree an additional descriptor is needed to make the region more identifiable.
  • The above chart shows community culture (ie., friendly, affordable, family oriented) ranks higher than most business attributes. This suggests respondents have a lack of knowledge about The Corridor’s strong business culture.
  • Once visiting, every attribute was given a higher rating.
  • 82% or 204 out of 250 respondents have visited The Corridor.
  • Lack of knowledge about things going on in the region is the main reason why respondents have not visited The Corridor.
  • Unique shopping and “word of mouth” suggestions might increase visitors to the area.
  • EDA Toolkit: The Innovation Project created 4 excellent tools to identify areas of innovation, investment and industry clusters for various regions around the country. The goal of the project is assess a region’s competitive strengths and weaknesses and to identify areas of growth. EDA Toolkit – Innovation In American RegionsInnovation Index – provides insight into the innovation capacity of a region relative to the nation and 2 comparison areas The Innovation Index comprises two broad categories Inputs – innovation capacity Outputs – measures the resultsCluster Analysis – provides insight into the knowledge, skills and abilities of the individuals who work in certain jobs Economic development professionals can begin to structure effective collaborations with business managers, educators, and workforce development professionalsInvestment Analysis – these guidelines are designed specifically to meet the needs of economic development professionals who must structure cooperative investment
  • Innovation Index – EDA Toolkit The U.S. Average for the EDA Innovation Index is 100. The above chart details the data compiled from the EDA website on the various Economic Development competitors of The Corridor. As you can see, The Corridor falls just above average in the EDA assessment. EDA Toolkit – Innovation In American RegionsInnovation Index – provides insight into the innovation capacity of a region relative to the nation and 2 comparison areas The Innovation Index comprises two broad categories Inputs – innovation capacity Outputs – measures the resultsCluster Analysis – provides insight into the knowledge, skills and abilities of the individuals who work in certain jobs Economic development professionals can begin to structure effective collaborations with business managers, educators, and workforce development professionalsInvestment Analysis – these guidelines are designed specifically to meet the needs of economic development professionals who must structure cooperative investmentEducation levelsPopulation growth rateOccupational mix (science and tech)High tech employment rateR&D investmentVenture Capital InvestmentBroadband densityEconomic churnBiz size ratioHigh tech share of the workforceJobs/population growthPatent activityGDPPoverty rateUnemployment rateNet migrationCompetitive compensationPer capita income growth

Brand Understandings and Insights - The Corridor, Iowa Brand Understandings and Insights - The Corridor, Iowa Presentation Transcript

  • The Corridor, IA BrandPrint
    Understanding & Insights Presentation
  • Your brand is what they say about
    you when you’re not around.
  • Branding is what you do about it.
  • Branding is the strategic
    orchestration of all that you do to
    affect what “they” are saying.
  • Community
    Understanding
    Brand Identity(including logo & line)
    &
    Brand Action
    Consumer
    Competition
    Insights You are Here
    Evaluation
    Imagination
  • What differentiates
    The Corridor?
    Community
    Consumer
    Competition
  • How have we learned about The Corridor?
    Community
    Research & Materials Audit
    In-Market Trip
    • FAM Tour
    • Intercept Interviews
    • Stakeholder Interviews
    • Focus Groups
    Stakeholder Vision Survey
    Community Wide Survey
  • Community
    Understanding The CorridorIn-Market ObservationsAugust 16 – 20, 2010You may disagree with some information that follows. But these are perceptions gained during the research. There are negative perceptions included; identifying these can be just as important as praise.
  • The Corridor AssetsWHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUPS
    Community
    Community
    • Location: Proximity to major metro areas
    • Cost of living
    • Quality of life
    • Small towns
    • Diverse communities
    • Strong leaders
    • Iowa Cultural Corridor Alliance
    • Czech Village/Little Bohemia
    • Theatre Cedar Rapids
    • Englert Theatre
    • Iowa Writers Workshop
    • UNESCO Designation
    • Open space/available land
    • Outdoor recreation
    • Minor league sports
    Community
    • Impact CR
    • Cedar Rapids Museum of Art
    • Cedar Rapids Symphony
    • Coe College and Mount Mercy College
    • Strong Public education
    • Great shopping
    • Ped Mall
    • Great shopping
    • Events
    • 36 Pulitzer Prize Winners
  • The Corridor AssetsWHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUPS
    Community
    Economic Development
    • University of Iowa
    • Kirkwood Community College
    • Other educational institutions: Mt. Mercy, Cornell, Coe, etc.
    • Diverse business/industry landscape
    • 16,000 people commute up and down 380 daily
    • Seven county labor shed
    • Women of Influence award
    • Best of academia and business
    • Innovation and education fostering diversity and development
    • Priority One
    • ICAD Group
    • Coralville growth and vision
    • Healthcare
    Economic Development
    • Eastern Iowa Airport
    • SCORE Cedar Rapids
    • The Entrepreneurial Center
    • JohnPappajohn Entrepreneurial Center
    • Largest processor of corn in the world
    • Hawkeye Sports
    • UI-Research Park
    • Start-ups
    • Coralville growth: Convention Center
    • Strong work ethic and values
    • Corridor Business Alliance
    • Wind Energy
    • Small group of engaged regionalists
  • The Corridor ChallengesWHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUPS
    Community
    Community
    • Lack of cooperation and collaboration
    • Divisive attitudes
    • No identity
    • Not welcoming
    • Cedar Rapids only focused on flood recovery
    • National perception as corn fields and hay bales
    • Lack of coordinated leadership and political will
    • Small communities fear being swallowed up
    • Aging population
    • Few direct flights
    • Unplanned growth/sprawl
    • Adverse to change
    • Regionalism will dilute Iowa City identity
    • Corridor name does not define region well beyond Eastern Iowa
    • Parochial attitudes
  • The Corridor ChallengesWHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUPS
    Community
    Economic Development
    • Lack of entrepreneurship
    • Brain drain
    • Many frustrated with Priority One
    • Division between University economy and City economy
    • Few risk takers
    • Some key business leaders missing from conversation
    • Diversifying the economy/employment opportunities
    • Lack of understanding and support for regional efforts/benefits
    • Marketing and promotion
    • Lack of jobs in smaller communities
    • Inward focus-Regional wins are not valued
    • Fostering technology and research commercialization
    • Flood recovery
    • Redevelopment of downtown Cedar Rapids
  • The Corridor OpportunitiesWHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUPS
    Community
    Community
    • Different and distinct lifestyles
    • Location
    • Affordability
    • Marketing and promotion
    • Collaboration between Cedar Rapids and Iowa City
    • One shared vision to capitalize on regional assets
    • Arts and entertainment
    • Retail
    • Educate on assets and resources of region
  • The Corridor OpportunitiesWHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUPS
    Community
    Economic Development
    • Kirkwood Community College workforce development training
    • Commercialization of arts and research
    • Public and private partnerships
    • Leverage size and short distance between anchors
    • Consolidate redundancies in municipal government, etc.
    • University of Iowa
    • Wind Energy
    • Innovation and technology
    • Healthcare
    • Entrepreneurial development
    • Leverage #2 ranking of physicians per capita
    • Coralville Convention business
    • Available land in smaller communities
    • University of Iowa to build new outpatient center
    • Attracting large and small businesses
    • Revitalized Cedar Rapids downtown
    • Value-added agriculture
    • North Liberty, Coralville and University of Iowa development around UI-Research Park
  • Community
    Understanding Community Leader Perceptions
    Stakeholder Vision Survey
    143 Responses
  • Community
    Community Leader Perceptions DEFINING THE CORRIDOR
    When you first think of The Corridor which three words come to mind?
    Cedar Rapids / Iowa City / I-380 – 28%
    Education – 18%
    Growth – 11%
    In your opinion, what is the geographic area or exact footprint of The Corridor?
    Cedar Rapids, Iowa City and the surrounding communities (Hiawatha, Riverside, Coralville, Mount Vernon, Marion) – 38%
    Johnson and Linn Counties – 15%
    Kirkwood Community College service area – 6%
  • Community
    Community Leader Perceptions IDENTIFYING THE CORRIDOR
    What do you think of "The Corridor" name? Does the term "Corridor" deserve an additional descriptor?
    Yes – needs a descriptor / doesn’t define us – 25%
    Yes – does not provide a regional or national identity – 13%
    No – nothing wrong with it – 6%
    In your opinion, what name do you recommend for this region?
    The Corridor – 22%
    Not sure, no suggestion – 11%
    Eastern Iowa Corridor – 9%
  • Community
    Community Leader Perceptions DEFINING THE CORRIDOR
    What is the greatest strength of The Corridor?
    Combination of Iowa City and Cedar Rapids
    Cultural and business opportunities
    Education through school system / University of Iowa
    What is the greatest challenge facing...
    Absent cooperation between cities
    Lack of business growth
    Branding / common identity
    What is missing in...
    Unified identity
    Leadership – vision
    Arts, entertainment
  • Community
    Community Leader Perceptions DEFINING THE CORRIDOR
    What is the reputation of the following to outsiders (beyond the Corridor)?
    • No reputation
    • Growing, developing
    • Don't know, not sure
    What are the greatest opportunities for economic growth in...
    • Create more jobs
    • Combination of Cedar Rapids / Iowa City – health / tech / energy
  • Community
    Community Leader Perceptions DEFINING THE CORRIDOR
    What Corridor attributes attract the most...
    Residents
    • Education / good schools
    • Quality of life
    • Jobs
    Visitors
    • University of Iowa events
    • Entertainment / events (sporting events and festivals)
    • Family
    Business
    • Quality workforce
    • Educated workers
    • Low cost
  • Community
    Community Leader Perceptions BENEFITS AND OBSTACLES OF REGIONALISM
    What are the benefits of regionalism for The Corridor?
    Working together / shared brand
    Joint marketing of the region
    Stronger ability to compete for economic development
    What are the obstacles of regionalism for The Corridor?
    Loss of identity for individual communities
    Various points of views obstruct success
    Non-cooperation / competition
  • Community
    Community Leader Perceptions CHARACTERISTICS OF THE CORRIDOR
    What are the commonalities between the communities in The Corridor?
    Quality workforce
    People
    Strong education
    What are three key selling points that the region can agree on and support?
    Education
    Quality workforce
    Quality of life / Iowa as a great place
  • Community
    Community Leader Perceptions ADVOCATING REGIONALISM
    Does the political will exist to advocate regionalism beyond rhetoric? If not, how do we change the political will to further regionalism? Please explain.
    Not sure – do not fully understand impact – 24%
    • “I'm not sure. I still don't think people fully understand the potential impact.”
    No – 18%
    • “I don't think there is the political will to advocate regionalism. I think that the call for this has to come from the residents and the community. If this is something that needs to happen, forcing it to happen solely by leadership or a group will not have a lasting effect.”
    Yes – 12%
    • “It does exist when there is benefit to both communities. We can not rely on politicians to change political will, this must be led by the business community.”
    • “Yes, but not strongly enough for progress to occur at the rate we may need. It seems to help people understand what is at stake and that not advocating for and acting on regionalism now will have negative implications for the future.”
  • Community
    Community Leader Perceptions DEFINING THE CORRIDOR
    What are the best ways to show various stakeholders how regionalism will benefit them? What is the preferred channel of communication?
    Face-to-face meetings
    Leverage examples and benefits of regionalism
    Advertise (websites / newspaper articles / branding)
    In your opinion, what is the best way to attract more business and industry to The Corridor?
    Properly promote and sell the benefits of the region
    Unified brand
    Collaboration for economic development
  • Community
    Community Leader Perceptions COLLABORATION IN THE CORRIDOR
    How well do entities work together (CVBs, Chambers, Cities, Organizations, etc.)?
    Not very well – 25%
    • “Honestly, not very well. They cooperate on the small projects but miss the big picture. Cooperation is project-based instead of being part of the culture of the organization.”
    Somewhat well – 22%
    • “Everyone is independently working on their own initiatives with varying levels of collaborative intent”
    Working on it / getting better – 21%
    • “It is getting much better. The best is the collaboration on bringing speakers, workshops--numerous growth opportunities into the area and then making them available to everyone.”
  • Community
    Community Leader Perceptions CHARACTERISTICS OF THE CORRIDOR
    What unites The Corridor?
    I-380
    People - Iowa values
    University of Iowa sports and education
    What is The Corridor known for? What does it offer (attitude, experience, business sector, etc.) that no other area can?
    Education
    Strong work-ethic
    Jobs / businesses
  • Community
    Understanding Resident Promotion of the Brand
    Community Brand Barometer
    814 responses
    On a scale of 1 to 10 with 1 being "not at all likely" and 10 being "extremely likely", would you recommend… [living in, conducting business in, visiting]… The Corridor to a friend or colleague?
  • Community
    Brand Barometer
    On a scale of 1 to 10 with 1 being "not at all likely" and 10 being "extremely likely", would you recommend living in The Corridor to a friend or colleague?
    Observations:
    • The Corridor Detractors rank fairly low suggesting strong brand satisfaction for living in the region.
    • The Passives category is quite high, presenting a great opportunity to leverage the new brand and move these respondents into the Promoters category.
  • Community
    Brand Barometer
    On a scale of 1 to 10 with 1 being "not at all likely" and 10 being "extremely likely", would you recommend visiting The Corridor to a friend or colleague?
    Observations:
    • Visiting the Corridor has 34.85% Detractors for the current brand. This suggests a obstruction to tourism or visitor revenue in the area.
    • 34.09% of respondents are Promoters of the current brand for visiting The Corridor. These advocates should be used as a foundation to spread the word about the region.
  • Community
    Brand Barometer
    On a scale of 1 to 10 with 1 being "not at all likely" and 10 being "extremely likely", would you recommend conducting business in The Corridor to a friend or colleague?
    Observations:
    • Conducting business in The Corridor seems to resonate with current residents. Almost half of the respondents are Promoters of the current brand, which explains many references to The Corridor as a great place to do business.
    • 36.38% of respondents are Passives. A fairly large percentage, these individuals do not take an active approach when spreading the word about The Corridor as a place to do business.
  • Brand Barometer
    Community
    The Corridor brand performs quite well against the National average when discussing the region as a place to live.
  • Brand Barometer
    Community
    The Corridor brand underperforms compared to the National average as a place to visit. Additionally, the Detractors category is quite high.
  • Brand Barometer
    Community
    As a place to conduct business, The Corridor brand performs very well compared to the National average, in the Detractors category.
  • Brand Barometer
    Community
    Brand Advocacy Score = % Promoters – % Detractors
    The Corridor’s Brand Advocacy scores, show negative results in the Visiting category, while performing quite well in Living and Conducting Business.
  • Community
    Understanding Resident Perceptions
    Online Community Survey
    Quantitative survey that was open to all The Corridor residents
    814 Responses
  • Resident Perceptions
    Community
    Most residents have heard the Cedar Rapids-Iowa City region referred to as “The Corridor” suggesting great internal awareness
  • Resident Perceptions
    Community
    Cedar Rapids to Iowa City best describes the Corridor
    Other: Waterloo to Iowa City, Cedar Rapids to Iowa City and everything in between
  • Resident Perceptions
    Community
    Strong Midwestern work ethic and opportunity and great potential describes the region
    Other: Good place to raise a family, home of the Hawkeyes, and rich in culture
  • Resident Perceptions
    Community
    The greatest strengths of the region are quality of life and cost of living
    Other: Quality of education, work ethic, and cultural opportunities
  • Resident Perceptions
    Community
    The greatest challenge facing the region is the perception as corn fields/hay bales and lack of coordinated leadership
    Other: High cost of living, taxes, and lack of population growth
  • Resident Perceptions
    Community
    One shared vision on regional assets is the greatest opportunity for economic
    growth in the region
    Other: Education, food processing, and collaboration
  • Resident Perceptions
    Community
    90.4% of residents thought the area should join together to promote the region as a whole in the smaller communities
    Why: Strength in numbers, it benefits everyone, and opportunity to work together
    Why not: Too different and will lose individual identity
  • Resident Perceptions
    Community
    Cohesive/competitive marketing and pooling resources to maximize budgets are the greatest advantages of regionalism
    Other: Common goals, regional planning, and resident pride
  • Resident Perceptions
    Community
    Conflicting goals / different point of view and loss of individual identity are the greatest challenges facing regionalism in the area
    Other: Don’t know, lack of diversity, and transportation
  • Resident Perceptions
    Community
    The region should be called “Eastern Iowa Corridor”
    Other: Technology Corridor, Eastern Iowa, and Iowa City area
  • Resident Perceptions
    Community
    88% of residents believe that leaders and stakeholders in the area should collaborate and support regional efforts
    Why: Everyone benefits, opportunity to work together, and results will trickle down
  • Resident Perceptions
    Community
    48% of residents don’t know if organizations work well together
    Why or why not: Sometimes, can improve, narrow focus on their own area, competition
  • Resident Perceptions
    Community
    Light transportation and strong Cedar Rapids downtown are missing in the region
    Other: Economic diversity, jobs in general, and non-chain restaurants
  • Resident Perceptions
    Community
    Outsiders think of our region as Hawkeyes and Rural
    Other: Family, hard working, and bad weather
  • Attribute Delivery
    Community
    Educational opportunities and a great place to raise a family
    are the largest attributes
  • Community
    Competition
    Consumer
  • Consumer
    Understanding Outside PerceptionsCONSUMER AWARENESS & PERCEPTION STUDYConducted in: Des Moines, IAMadison, WI
  • CAP StudyBEST QUALITY OF LIFE VS. AGE GROUP
    Consumer
  • CAP StudyREGIONAL FAMILIARITY
    Consumer
    Other: Don’t know
  • CAP StudyREGIONAL FAMILIARITY VS. MARKET
    Consumer
    Des Moines other: Don’t know Madison other: Don’t know
  • CAP StudyNAME CHANGE
    Consumer
    What would you change the name to?
    • Don’t know
    • Geographic names
    • Iowa Nation
    • Iowa Twin Cities
    • Iowa’s Technology Highway
  • CAP StudyATTRIBUTE RATINGS
    Consumer
  • CAP StudyATTRIBUTE RATINGS VS. VISITATION
    Consumer
  • CAP StudyVISITATION
    Consumer
  • CAP StudyVISITATION
    Consumer
    Other: No reason to travel there
  • CAP StudyMORE LIKELY TO VISIT
    Consumer
    Other: Family members lived in the area, need for medical services
  • CAP StudyVISITOR FREQUENCY
    Consumer
  • CAP StudyPRIMARY PURPOSE
    Consumer
    Other: Music competition, playing golf, and buying horses
  • CAP StudyPERCEPTION CHANGE
    Consumer
    What was your perception of the Cedar Rapids / Iowa City region before you visited?
    • College town
    • No perception of the region
    • Nice town
    • Great hospitals and healthcare
  • CAP StudyPERCEPTION CHANGE
    Consumer
    What changed your perception of the Cedar Rapids / Iowa City region?
    • How much more there was to do in the area
    • Great shopping and retail amenities
    • Bigger than I had imagined
  • CAP StudyATTRIBUTE RATING
    Consumer
  • CAP StudyIDENTITY
    Consumer
    Other: College town – University of Iowa
  • Competition
    Understanding How Your Competition CommunicatesCompetitive Analysis Message Assessment for The Corridor
  • Competition
    What makes a region competitive?
  • Educated and highly skilled workforce
    • High percentage of degreed professionals; focus on learning and curiosity
    • Density of scientists and engineers
    • Agility in workforce development
    Networks for the commercialization of ideas and research
    • Channels to turn brainpower into wealth
    • Infrastructure to support innovation and entrepreneurship including incubators, capital networks, mentoring programs, and start-up culture
    Enviable quality of life
    • Strong sense of place offering assets and amenities attractive to creative class, entrepreneurs, and innovators (whose workplace can be anywhere)
    • Highly regarded, active arts and cultural communities
    • Opportunities for connection: parks and trails, public transport, regional events, etc
    Culture of communication
    • Thinkers are attracted to places demonstrating a strong future. The message must match the experience when they encounter the region (online or in person)
    • Strong bandwidth and WiFi that flows like water
    • Compelling identity (branded sense of place)
    Collaboration
    • Business, municipal and educational partnerships make a region super competitive
  • EDA ToolkitINNOVATION IN AMERICA’S REGIONS
    Competition
  • EDA ToolkitINNOVATION INDEX
    Competition
    100 - U.S. Average