2013 Report: The Creative Corridor Project

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  • 1. WELCOME!
  • 2. STARTING OUT
  • 3. experts have told us time and time again... YOU HAVE EVERYTHING YOU NEED TO BE ONE OF THE TOP PERFORMING PLACES IN THE NATION. but....
  • 4. YOU DON’T WORK TOGETHER WELL. and... YOU DON’T CELEBRATE WHAT YOU HAVE. (many of you don’t even know what you have)
  • 5. a growing group of people are saying, LET’S SOLVE THIS.
  • 6. START BY RALLYING AROUND A SHARED IDENTITY:
  • 7. AND WORK TOWARD North Star’s First10 Steps: • Hire a brand manager • Create a sense of place • Create a brand PowerPoint or video • Foster a sense of regionalism • Engage the brand in economic development • Engage community imagination with premium branded items • Create a media plan • Develop brand stationary and business supplies • Involvement from the private sector • Establish an innovation imperative within the region
  • 8. MORE CRITICAL STEPS Seed Here’s additions for year one: • Build buy-in within the region • Engage the creative community • Unlock existing local pride • Strengthen connections across generations, organizations and industries • Foster more collaboration across organizations and geographical areas • Create tangible programs with measurable deliverables that everyone can understand and be part of • Build basic organizational infrastructure
  • 9. 2013 STRATEGY • Focus on the internal audience • Create fun ways to collaborate • Build meaning around the new brand identity • Create easy ways everyone can participate • Aggregate assets to show critical mass • Celebrate successes in small ongoing and large big bang ways • Make it easy to articulate the pride for this place • Raise the design and production bar to build excitement and belief • Show real people creating and innovating in the region
  • 10. 2013 TACTICS • Empower use of the logo • Tour the region • Host events • Promote all innovation-related events • Collect and share our region’s innovation stories • Produce Creative Week • And in the process, build some basic organizational infrastructure.
  • 11. EMPOWER LOGO USE
  • 12. EMPOWER LOGO USE • Empower use of the logo • Tour the region • Host events • Promote all innovation-related events • Collect and share our region’s innovation stories • Produce Creative Week
  • 13. A CAMPAIGN
  • 14. EMPOWER LOGO USE
  • 15. WE CREATE HERE CAMPAIGN
  • 16. TESTIMONIAL I LOVE the new “We Create Here” campaign and have already used one of the badges on my website. Cool! ~ Susan Shullaw I love the WE CREATE HERE slogan. Very cool. ~ Dusty Embree, Jones County Economic Development
  • 17. OUTCOMES • Develop brand stationary and business supplies • Established an innovation imperative within the region • Engage community imagination with premium branded items • Engaged the creative community • Engaged economic development organizations, the private sector, and the creative community • Creating a sense of place • Fostering a sense of regionalism • Involving from the private sector • Seeded media partnerships • Unlocked existing local pride
  • 18. 2013 TACTICS • Empower use of the logo • Tour the region • Host events • Promote all innovation-related events • Collect and share our region’s innovation stories • Produce Creative Week • And in the process, build some basic organizational infrastructure.
  • 19. TOUR THE REGION • Amana • Monticello • Ainsworth • Mount Vernon • Anamosa • North Liberty • Cedar Rapids • Riverside • Coralville • Stone City • Iowa City • Tipton • Kalona • Vinton • Marion • Washington • Mechanicsville • Wellman
  • 20. TOUR THE REGION
  • 21. OPEN COFFEE TOUR
  • 22. TOUR THE REGION
  • 23. TESTIMONIAL There's a reason why we put ourselves through this and today was a perfect example of pure awesome.  It wasn't just 26 people- it was a diverse group of amazing people ready and willing to propel themselves forward.  It is going to be so fun to watch what happens in these places over the next few months.   ~ David Tominsky
  • 24. OUTCOMES • Built buy-in within the region • Engaged economic development organizations, the private sector, and the creative community • Established the innovation imperative within the region Strengthened connections across generations, organizations and industries • Fostered more collaboration across organizations and geographical areas • Engage the creative community • Created a sense of place • Fostered a sense of regionalism Unlocked existing local pride • •
  • 25. 2013 TACTICS • Empower use of the logo • Tour the region • Host events • Promote all innovation-related events • Collect and share our region’s innovation stories • Produce Creative Week • And in the process, build some basic organizational infrastructure.
  • 26. HOST EVENTS The Project Launch April 19, 2013 288 attendees
  • 27. TESTIMONIAL Just wanted to drop you a quick note to let you how much I enjoyed today. You and the entire Seed Here Studio team really hit it out of the park demonstrating the emotional connection of the Corridor's brand and why everyone in the room needs to get behind it.. It's especially exciting to see how far the effort has come along since I was involved on the front end (brand consultant selection and participating on the branding subcommittee with John Lohman).   Know that I have the poster hanging on my office door and that I'll do my part to continue promoting the Corridor's brand and spreading the word! ~ Joel Milefchik, Rockwell Collins
  • 28. OUTCOMES • Built buy-in within the region • Engaged economic development organizations, the private sector, and the creative community • Unlocked existing local pride • Established the innovation imperative within the region • Fostered more collaboration across organizations and geographical areas Engaged community imagination with premium branded items • • Premiered the brand PowerPoint and videos Gave us a deadline to: • Build basic organizational infrastructure • Create tangible programs with measurable deliverables that everyone can understand and be part of • Laid out the media plan through Creative Corridor Stories and Digest Strengthened connections across generations, organizations and industries • •
  • 29. 2013 TACTICS • Empower use of the logo • Tour the region • Host events • Promote all innovation-related events • Collect and share our region’s innovation stories • Produce Creative Week • And in the process, build some basic organizational infrastructure.
  • 30. PROMOTE INNOVATION EVENTS 42 588 DIGESTS EVENTS
  • 31. TESTIMONIAL It's a great e-newsletter that I actually read and it's cool and encouraging to see all the things happening in the Corridor even if not all of them are specifically relevant to me. ~Alicia Streeter
  • 32. OUTCOMES • Strengthens connections across generations, organizations and industries • Fosters more collaboration across organizations and geographical areas • Makes it easier to articulate pride in this place and give examples • • Fosters a sense of regionalism and subtly creates a sense of place Creates a tangible programs with measurable deliverables that everyone can understand and be part of • Key part of the weekly media plan • Engages economic development organizations, the private sector, and the creative community • Aggregates our assets (weekly events) showing critical mass in creativity and innovation • Builds buy-in within the region • Introduces branded business stationary • Establishes the innovation imperative within the region
  • 33. 2013 TACTICS • Empower use of the logo • Tour the region • Host events • Promote all innovation-related events • Collect and share our region’s innovation stories • Produce Creative Week • And in the process, build some basic organizational infrastructure.
  • 34. TELL THE STORIES 27 STORIES
  • 35. TESTIMONIAL Thanks so much John, Sarah, and Andy! You all did an amazing job -- I'm really, really impressed with both the honesty and the generosity of the presentation... we come off looking our best selves, but still ourselves, and that's quite an accomplishment. Thanks so much for the opportunity, and thanks for taking the time and care to tell our story in the way that we would hope to tell it ourselves. Looks fantastic! Best, Eric Jones Adamantine Spine Moving
  • 36. OUTCOMES • Makes it easier to articulate pride in this place and give examples • Directly involves and celebrates the private sector and the creative community • Establishes an innovation imperative within the region • • Fosters a sense of regionalism Creates a tangible program with measurable deliverables that everyone can understand and be part of • Aggregate assets to show critical mass • Shows real people creating and innovating in the region • Creates premium media collateral • Subtly creates a sense of place • Strengthens connections across generations, organizations and industries • Creates a fun way to collaborate and easy way for everyone to participate • Fosters collaboration across geographies and organizations • Has led to the Gazette’s We Create Here section in the Sunday newspaper
  • 37. 2013 TACTICS • Empower use of the logo • Tour the region • Host events • Promote all innovation-related events • Collect and share our region’s innovation stories • Produce Creative Week • And in the process, build some basic organizational infrastructure.
  • 38. PRODUCE CREATIVE WEEK
  • 39. CREATIVE WEEK 137 EVENTS
  • 40. CREATIVE WEEK THE MEDIA HOOK
  • 41. CREATIVE WEEK
  • 42. TESTIMONIAL Amanda,  I know that when we first got started on this journey, I was one of your toughest challengers.   That said, I want to be one of your BIGGEST Congratulators!!!!!!!!!!!!!!  I was in the middle of so many projects/changes in my life that I could not participate fully.   However, that did not stop me from observing, reading and keeping track of what was going on.  Kudos to you, Andy and all who worked to make this week EPIC! ~ Diane H. Ramsey Executive Director, IWLC A focus on creativity and innovation is exactly what the Corridor needs, and I'm very impressed by Creative Week! ~Liz Bennett
  • 43. TESTIMONIAL I got to about 9 places...All were very encouraging about job prospects and quality of product coming out of the corridor. I have made 6 solid contacts including one that has turned me on to 2 job opportunities. So my experience was very good and well worth the time. I hope to see it again next year. Maybe expanded to include office based business; graphic design, web-base and such. Thank you for the great opportunity to get out and see what is happening in our area!  Well Done, John Bregoli
  • 44. TESTIMONIAL I would like to thank you for providing such a great opportunity for me, and my studio team would love to take an active role for future events! This is super fun! ~ Tim Zhang, photographer and University of Iowa student I did want to pass on my congratulations to you and all who contributed to what turned out to be an absolutely wonderful week of creativity. Thank you for allowing ConnectFive to be part of the team and we look forward to hearing about how Creative Week spreads throughout the country and to helping create an even bigger and better experience next year. ~ Jeff Nock, ConnectFive
  • 45. OUTCOMES • Makes it easier to articulate pride in this place and share personal experience • Directly involved and celebrated the private sector and the creative community • Established an innovation imperative within the region • • Fostered a sense of regionalism Created a tangible program with measurable deliverables that everyone can understand and be part of • Aggregated assets to show critical mass • Showed real people creating and innovating in the region • Created a fun way to collaborate and easy ways for everyone to participate • Created a sense of place • Created premium branded collateral • Strengthened connections across generations, organizations and industries • Fostered collaboration across geographies and organizations
  • 46. 2013 TACTICS • Empower use of the logo • Tour the region • Host events • Promote all innovation-related events • Collect and share our region’s innovation stories • Produce Creative Week • Build some basic organizational infrastructure
  • 47. ORG STRUCTURE • Project Name, Website, Budget, Board of Directors, Social Media
  • 48. ORG STRUCTURE 56 PARTNERS
  • 49. 2013 IMPACT
  • 50. 2013 IMPACT
  • 51. 2013 IMPACT
  • 52. 2013 IMPACT
  • 53. 2013 IMPACT
  • 54. 2013 IMPACT
  • 55. TESTIMONIAL I told my husband the other day, that after nearly 5 years of living here, I can finally say that I'm proud to call the Creative Corridor my home. You, and the entire regional branding group helped me get there! Excited to see what unfolds next. Thank you! ~Kelly McCann, Iowa City Area Chamber of Commerce
  • 56. WHERE WE ARE NOW I would like to introduce Aubrey Secrest, Founder of Bride Meets Wedding. Her and her husband, Nick, recently moved into the Corridor to be a creator and she doing some pretty cool stuff in the wedding planning space. She is helping other local area vendors and businesses find customers.  I’ve talked up the Creative Corridor community quite a bit which helped make their decision to move to the Corridor, so now we have to follow through. :) Thanks everyone! Roby Miller, TelePharm
  • 57. 2014 OBJECTIVES • Find sustainable homes for existing programs and expand reach and professionalism • Expand awareness in the region through more traditional promotions, gateways and awareness-raising • Expand inclusiveness and connection with next wave of key audiences internally • Expand awareness externally
  • 58. DAVID DREWELOW daviddrewelow@actioncoach.com