The Corridor, IA BrandPrint<br />Understanding & Insights Presentation<br />
Your brand is what they say about <br />you when you’re not around.<br />
Branding is what you do about it.<br />
Branding is the strategic <br />orchestration of all that you do to <br />affect what “they” are saying.<br />
Community<br />Understanding<br />Brand Identity(including logo & line)<br />& <br />Brand Action<br />Consumer<br />Compe...
What differentiates <br />The Corridor?<br />Community<br />Consumer<br />Competition<br />
How have we learned about  The Corridor?<br />Community<br />Research & Materials Audit<br />In-Market Trip<br /><ul><li>F...
Intercept Interviews
Stakeholder Interviews
Focus Groups</li></ul>Stakeholder Vision Survey<br />Community Wide Survey<br />
Community<br />Understanding The CorridorIn-Market ObservationsAugust 16 – 20, 2010You may disagree with some information ...
The Corridor AssetsWHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUPS<br />Community<br />Com...
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 </li></ul>Community<br /><ul><li>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</li></li></ul><li>The Corridor AssetsWHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTER...
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</li></ul>Economic Development<br /><ul><li>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</li></li></ul><li>The Corridor ChallengesWHAT WE HEARD FROM FAMILIARIZATION TOUR | STA...
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
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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&amp;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

    1. 1. The Corridor, IA BrandPrint<br />Understanding & Insights Presentation<br />
    2. 2. Your brand is what they say about <br />you when you’re not around.<br />
    3. 3. Branding is what you do about it.<br />
    4. 4. Branding is the strategic <br />orchestration of all that you do to <br />affect what “they” are saying.<br />
    5. 5. Community<br />Understanding<br />Brand Identity(including logo & line)<br />& <br />Brand Action<br />Consumer<br />Competition<br />Insights You are Here<br />Evaluation<br />Imagination<br />
    6. 6. What differentiates <br />The Corridor?<br />Community<br />Consumer<br />Competition<br />
    7. 7. How have we learned about The Corridor?<br />Community<br />Research & Materials Audit<br />In-Market Trip<br /><ul><li>FAM Tour
    8. 8. Intercept Interviews
    9. 9. Stakeholder Interviews
    10. 10. Focus Groups</li></ul>Stakeholder Vision Survey<br />Community Wide Survey<br />
    11. 11. Community<br />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.<br />
    12. 12. The Corridor AssetsWHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUPS<br />Community<br />Community<br /><ul><li>Location: Proximity to major metro areas
    13. 13. Cost of living
    14. 14. Quality of life
    15. 15. Small towns
    16. 16. Diverse communities
    17. 17. Strong leaders
    18. 18. Iowa Cultural Corridor Alliance
    19. 19. Czech Village/Little Bohemia
    20. 20. Theatre Cedar Rapids
    21. 21. Englert Theatre
    22. 22. Iowa Writers Workshop
    23. 23. UNESCO Designation
    24. 24. Open space/available land
    25. 25. Outdoor recreation
    26. 26. Minor league sports </li></ul>Community<br /><ul><li>Impact CR
    27. 27. Cedar Rapids Museum of Art
    28. 28. Cedar Rapids Symphony
    29. 29. Coe College and Mount Mercy College
    30. 30. Strong Public education
    31. 31. Great shopping
    32. 32. Ped Mall
    33. 33. Great shopping
    34. 34. Events
    35. 35. 36 Pulitzer Prize Winners</li></li></ul><li>The Corridor AssetsWHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUPS<br />Community<br />Economic Development<br /><ul><li>University of Iowa
    36. 36. Kirkwood Community College
    37. 37. Other educational institutions: Mt. Mercy, Cornell, Coe, etc.
    38. 38. Diverse business/industry landscape
    39. 39. 16,000 people commute up and down 380 daily
    40. 40. Seven county labor shed
    41. 41. Women of Influence award
    42. 42. Best of academia and business
    43. 43. Innovation and education fostering diversity and development
    44. 44. Priority One
    45. 45. ICAD Group
    46. 46. Coralville growth and vision
    47. 47. Healthcare</li></ul>Economic Development<br /><ul><li>Eastern Iowa Airport
    48. 48. SCORE Cedar Rapids
    49. 49. The Entrepreneurial Center
    50. 50. JohnPappajohn Entrepreneurial Center
    51. 51. Largest processor of corn in the world
    52. 52. Hawkeye Sports
    53. 53. UI-Research Park
    54. 54. Start-ups
    55. 55. Coralville growth: Convention Center
    56. 56. Strong work ethic and values
    57. 57. Corridor Business Alliance
    58. 58. Wind Energy
    59. 59. Small group of engaged regionalists</li></li></ul><li>The Corridor ChallengesWHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUPS<br />Community<br />Community<br /><ul><li>Lack of cooperation and collaboration
    60. 60. Divisive attitudes
    61. 61. No identity
    62. 62. Not welcoming
    63. 63. Cedar Rapids only focused on flood recovery
    64. 64. National perception as corn fields and hay bales
    65. 65. Lack of coordinated leadership and political will
    66. 66. Small communities fear being swallowed up
    67. 67. Aging population
    68. 68. Few direct flights
    69. 69. Unplanned growth/sprawl
    70. 70. Adverse to change
    71. 71. Regionalism will dilute Iowa City identity
    72. 72. Corridor name does not define region well beyond Eastern Iowa
    73. 73. Parochial attitudes</li></li></ul><li>The Corridor ChallengesWHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUPS<br />Community<br />Economic Development<br /><ul><li>Lack of entrepreneurship
    74. 74. Brain drain
    75. 75. Many frustrated with Priority One
    76. 76. Division between University economy and City economy
    77. 77. Few risk takers
    78. 78. Some key business leaders missing from conversation
    79. 79. Diversifying the economy/employment opportunities
    80. 80. Lack of understanding and support for regional efforts/benefits
    81. 81. Marketing and promotion
    82. 82. Lack of jobs in smaller communities
    83. 83. Inward focus-Regional wins are not valued
    84. 84. Fostering technology and research commercialization
    85. 85. Flood recovery
    86. 86. Redevelopment of downtown Cedar Rapids</li></li></ul><li>The Corridor OpportunitiesWHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUPS<br />Community<br />Community<br /><ul><li>Different and distinct lifestyles
    87. 87. Location
    88. 88. Affordability
    89. 89. Marketing and promotion
    90. 90. Collaboration between Cedar Rapids and Iowa City
    91. 91. One shared vision to capitalize on regional assets
    92. 92. Arts and entertainment
    93. 93. Retail
    94. 94. Educate on assets and resources of region</li></li></ul><li>The Corridor OpportunitiesWHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUPS<br />Community<br />Economic Development<br /><ul><li>Kirkwood Community College workforce development training
    95. 95. Commercialization of arts and research
    96. 96. Public and private partnerships
    97. 97. Leverage size and short distance between anchors
    98. 98. Consolidate redundancies in municipal government, etc.
    99. 99. University of Iowa
    100. 100. Wind Energy
    101. 101. Innovation and technology
    102. 102. Healthcare
    103. 103. Entrepreneurial development
    104. 104. Leverage #2 ranking of physicians per capita
    105. 105. Coralville Convention business
    106. 106. Available land in smaller communities
    107. 107. University of Iowa to build new outpatient center
    108. 108. Attracting large and small businesses
    109. 109. Revitalized Cedar Rapids downtown
    110. 110. Value-added agriculture
    111. 111. North Liberty, Coralville and University of Iowa development around UI-Research Park</li></li></ul><li>Community<br />Understanding Community Leader Perceptions<br />Stakeholder Vision Survey<br />143 Responses<br />
    112. 112. Community<br />Community Leader Perceptions DEFINING THE CORRIDOR<br />When you first think of The Corridor which three words come to mind?<br />Cedar Rapids / Iowa City / I-380 – 28%<br />Education – 18%<br />Growth – 11%<br />In your opinion, what is the geographic area or exact footprint of The Corridor?<br />Cedar Rapids, Iowa City and the surrounding communities (Hiawatha, Riverside, Coralville, Mount Vernon, Marion) – 38%<br />Johnson and Linn Counties – 15%<br />Kirkwood Community College service area – 6%<br />
    113. 113. Community<br />Community Leader Perceptions IDENTIFYING THE CORRIDOR<br />What do you think of "The Corridor" name? Does the term "Corridor" deserve an additional descriptor?<br />Yes – needs a descriptor / doesn’t define us – 25%<br />Yes – does not provide a regional or national identity – 13%<br />No – nothing wrong with it – 6% <br />In your opinion, what name do you recommend for this region?<br />The Corridor – 22%<br />Not sure, no suggestion – 11%<br />Eastern Iowa Corridor – 9%<br />
    114. 114. Community<br />Community Leader Perceptions DEFINING THE CORRIDOR<br />What is the greatest strength of The Corridor?<br />Combination of Iowa City and Cedar Rapids<br />Cultural and business opportunities<br />Education through school system / University of Iowa<br />What is the greatest challenge facing...<br />Absent cooperation between cities<br />Lack of business growth<br />Branding / common identity<br />What is missing in...<br />Unified identity<br />Leadership – vision <br />Arts, entertainment <br />
    115. 115. Community<br />Community Leader Perceptions DEFINING THE CORRIDOR<br />What is the reputation of the following to outsiders (beyond the Corridor)?<br /><ul><li>No reputation
    116. 116. Growing, developing
    117. 117. Don't know, not sure </li></ul>What are the greatest opportunities for economic growth in...<br /><ul><li>Create more jobs
    118. 118. Combination of Cedar Rapids / Iowa City – health / tech / energy </li></li></ul><li>Community<br />Community Leader Perceptions DEFINING THE CORRIDOR<br />What Corridor attributes attract the most...<br />Residents<br /><ul><li>Education / good schools
    119. 119. Quality of life
    120. 120. Jobs </li></ul>Visitors<br /><ul><li>University of Iowa events
    121. 121. Entertainment / events (sporting events and festivals)
    122. 122. Family </li></ul>Business<br /><ul><li>Quality workforce
    123. 123. Educated workers
    124. 124. Low cost </li></li></ul><li>Community<br />Community Leader Perceptions BENEFITS AND OBSTACLES OF REGIONALISM<br />What are the benefits of regionalism for The Corridor?<br />Working together / shared brand <br />Joint marketing of the region<br />Stronger ability to compete for economic development<br />What are the obstacles of regionalism for The Corridor?<br />Loss of identity for individual communities<br />Various points of views obstruct success<br />Non-cooperation / competition <br />
    125. 125. Community<br />Community Leader Perceptions CHARACTERISTICS OF THE CORRIDOR<br />What are the commonalities between the communities in The Corridor?<br />Quality workforce <br />People <br />Strong education <br />What are three key selling points that the region can agree on and support?<br />Education <br />Quality workforce <br />Quality of life / Iowa as a great place <br />
    126. 126. Community<br />Community Leader Perceptions ADVOCATING REGIONALISM<br />Does the political will exist to advocate regionalism beyond rhetoric? If not, how do we change the political will to further regionalism? Please explain.<br />Not sure – do not fully understand impact – 24%<br /><ul><li>“I'm not sure. I still don't think people fully understand the potential impact.”</li></ul>No – 18%<br /><ul><li>“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.”</li></ul>Yes – 12%<br /><ul><li>“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.”
    127. 127. “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.”</li></li></ul><li>Community<br />Community Leader Perceptions DEFINING THE CORRIDOR<br />What are the best ways to show various stakeholders how regionalism will benefit them? What is the preferred channel of communication?<br />Face-to-face meetings<br />Leverage examples and benefits of regionalism<br />Advertise (websites / newspaper articles / branding)<br />In your opinion, what is the best way to attract more business and industry to The Corridor?<br />Properly promote and sell the benefits of the region<br />Unified brand <br />Collaboration for economic development<br />
    128. 128. Community<br />Community Leader Perceptions COLLABORATION IN THE CORRIDOR<br />How well do entities work together (CVBs, Chambers, Cities, Organizations, etc.)?<br />Not very well – 25%<br /><ul><li>“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.”</li></ul>Somewhat well – 22% <br /><ul><li>“Everyone is independently working on their own initiatives with varying levels of collaborative intent”</li></ul>Working on it / getting better – 21%<br /><ul><li>“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.”</li></li></ul><li>Community<br />Community Leader Perceptions CHARACTERISTICS OF THE CORRIDOR<br />What unites The Corridor?<br />I-380<br />People - Iowa values <br />University of Iowa sports and education <br />What is The Corridor known for? What does it offer (attitude, experience, business sector, etc.) that no other area can?<br />Education <br />Strong work-ethic <br />Jobs / businesses <br />
    129. 129. Community<br />Understanding Resident Promotion of the Brand<br />Community Brand Barometer<br />814 responses<br />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?<br />
    130. 130. Community<br />Brand Barometer<br />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?<br />Observations:<br /><ul><li>The Corridor Detractors rank fairly low suggesting strong brand satisfaction for living in the region.
    131. 131. The Passives category is quite high, presenting a great opportunity to leverage the new brand and move these respondents into the Promoters category. </li></li></ul><li>Community<br />Brand Barometer<br />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?<br />Observations:<br /><ul><li>Visiting the Corridor has 34.85% Detractors for the current brand. This suggests a obstruction to tourism or visitor revenue in the area.
    132. 132. 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.</li></li></ul><li>Community<br />Brand Barometer<br />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?<br />Observations:<br /><ul><li>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.
    133. 133. 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. </li></li></ul><li>Brand Barometer<br />Community<br />The Corridor brand performs quite well against the National average when discussing the region as a place to live. <br />
    134. 134. Brand Barometer<br />Community<br />The Corridor brand underperforms compared to the National average as a place to visit. Additionally, the Detractors category is quite high. <br />
    135. 135. Brand Barometer<br />Community<br />As a place to conduct business, The Corridor brand performs very well compared to the National average, in the Detractors category. <br />
    136. 136. Brand Barometer<br />Community<br />Brand Advocacy Score = % Promoters – % Detractors<br />The Corridor’s Brand Advocacy scores, show negative results in the Visiting category, while performing quite well in Living and Conducting Business. <br />
    137. 137. Community<br />Understanding Resident Perceptions<br />Online Community Survey<br />Quantitative survey that was open to all The Corridor residents<br />814 Responses<br />
    138. 138. Resident Perceptions<br />Community<br />Most residents have heard the Cedar Rapids-Iowa City region referred to as “The Corridor” suggesting great internal awareness<br />
    139. 139. Resident Perceptions<br />Community<br />Cedar Rapids to Iowa City best describes the Corridor<br />Other: Waterloo to Iowa City, Cedar Rapids to Iowa City and everything in between<br />
    140. 140. Resident Perceptions<br />Community<br />Strong Midwestern work ethic and opportunity and great potential describes the region<br />Other: Good place to raise a family, home of the Hawkeyes, and rich in culture<br />
    141. 141. Resident Perceptions<br />Community<br />The greatest strengths of the region are quality of life and cost of living<br />Other: Quality of education, work ethic, and cultural opportunities<br />
    142. 142. Resident Perceptions<br />Community<br />The greatest challenge facing the region is the perception as corn fields/hay bales and lack of coordinated leadership<br />Other: High cost of living, taxes, and lack of population growth<br />
    143. 143. Resident Perceptions<br />Community<br />One shared vision on regional assets is the greatest opportunity for economic <br />growth in the region<br />Other: Education, food processing, and collaboration<br />
    144. 144. Resident Perceptions<br />Community<br />90.4% of residents thought the area should join together to promote the region as a whole in the smaller communities<br />Why: Strength in numbers, it benefits everyone, and opportunity to work together<br />Why not: Too different and will lose individual identity <br />
    145. 145. Resident Perceptions<br />Community<br />Cohesive/competitive marketing and pooling resources to maximize budgets are the greatest advantages of regionalism<br />Other: Common goals, regional planning, and resident pride<br />
    146. 146. Resident Perceptions<br />Community<br />Conflicting goals / different point of view and loss of individual identity are the greatest challenges facing regionalism in the area<br />Other: Don’t know, lack of diversity, and transportation<br />
    147. 147. Resident Perceptions<br />Community<br />The region should be called “Eastern Iowa Corridor”<br />Other: Technology Corridor, Eastern Iowa, and Iowa City area<br />
    148. 148. Resident Perceptions<br />Community<br />88% of residents believe that leaders and stakeholders in the area should collaborate and support regional efforts <br />Why: Everyone benefits, opportunity to work together, and results will trickle down<br />
    149. 149. Resident Perceptions<br />Community<br />48% of residents don’t know if organizations work well together <br />Why or why not: Sometimes, can improve, narrow focus on their own area, competition<br />
    150. 150. Resident Perceptions<br />Community<br />Light transportation and strong Cedar Rapids downtown are missing in the region<br />Other: Economic diversity, jobs in general, and non-chain restaurants<br />
    151. 151. Resident Perceptions<br />Community<br />Outsiders think of our region as Hawkeyes and Rural<br />Other: Family, hard working, and bad weather <br />
    152. 152. Attribute Delivery<br />Community<br />Educational opportunities and a great place to raise a family <br />are the largest attributes<br />
    153. 153. Community<br />Competition<br />Consumer<br />
    154. 154. Consumer<br />Understanding Outside PerceptionsCONSUMER AWARENESS & PERCEPTION STUDYConducted in: Des Moines, IAMadison, WI<br />
    155. 155. CAP StudyBEST QUALITY OF LIFE VS. AGE GROUP<br />Consumer<br />
    156. 156. CAP StudyREGIONAL FAMILIARITY<br />Consumer<br />Other: Don’t know<br />
    157. 157. CAP StudyREGIONAL FAMILIARITY VS. MARKET<br />Consumer<br />Des Moines other: Don’t know Madison other: Don’t know<br />
    158. 158. CAP StudyNAME CHANGE<br />Consumer<br />What would you change the name to? <br /><ul><li>Don’t know
    159. 159. Geographic names
    160. 160. Iowa Nation
    161. 161. Iowa Twin Cities
    162. 162. Iowa’s Technology Highway</li></li></ul><li>CAP StudyATTRIBUTE RATINGS<br />Consumer<br />
    163. 163. CAP StudyATTRIBUTE RATINGS VS. VISITATION<br />Consumer<br />
    164. 164. CAP StudyVISITATION<br />Consumer<br />
    165. 165. CAP StudyVISITATION<br />Consumer<br />Other: No reason to travel there<br />
    166. 166. CAP StudyMORE LIKELY TO VISIT<br />Consumer<br />Other: Family members lived in the area, need for medical services<br />
    167. 167. CAP StudyVISITOR FREQUENCY<br />Consumer<br />
    168. 168. CAP StudyPRIMARY PURPOSE<br />Consumer<br />Other: Music competition, playing golf, and buying horses<br />
    169. 169. CAP StudyPERCEPTION CHANGE<br />Consumer<br />What was your perception of the Cedar Rapids / Iowa City region before you visited?<br /><ul><li>College town
    170. 170. No perception of the region
    171. 171. Nice town
    172. 172. Great hospitals and healthcare </li></li></ul><li>CAP StudyPERCEPTION CHANGE<br />Consumer<br />What changed your perception of the Cedar Rapids / Iowa City region? <br /><ul><li>How much more there was to do in the area
    173. 173. Great shopping and retail amenities
    174. 174. Bigger than I had imagined </li></li></ul><li>CAP StudyATTRIBUTE RATING<br />Consumer<br />
    175. 175. CAP StudyIDENTITY<br />Consumer<br />Other: College town – University of Iowa<br />
    176. 176. Competition<br />Understanding How Your Competition CommunicatesCompetitive Analysis Message Assessment for The Corridor<br />
    177. 177. Competition<br />What makes a region competitive?<br />
    178. 178. Educated and highly skilled workforce<br /><ul><li>High percentage of degreed professionals; focus on learning and curiosity
    179. 179. Density of scientists and engineers
    180. 180. Agility in workforce development</li></ul>Networks for the commercialization of ideas and research<br /><ul><li>Channels to turn brainpower into wealth
    181. 181. Infrastructure to support innovation and entrepreneurship including incubators, capital networks, mentoring programs, and start-up culture</li></ul>Enviable quality of life<br /><ul><li>Strong sense of place offering assets and amenities attractive to creative class, entrepreneurs, and innovators (whose workplace can be anywhere)
    182. 182. Highly regarded, active arts and cultural communities
    183. 183. Opportunities for connection: parks and trails, public transport, regional events, etc</li></ul>Culture of communication<br /><ul><li>Thinkers are attracted to places demonstrating a strong future. The message must match the experience when they encounter the region (online or in person)
    184. 184. Strong bandwidth and WiFi that flows like water
    185. 185. Compelling identity (branded sense of place)</li></ul>Collaboration<br /><ul><li>Business, municipal and educational partnerships make a region super competitive</li></li></ul><li>EDA ToolkitINNOVATION IN AMERICA’S REGIONS<br />Competition<br />
    186. 186. EDA ToolkitINNOVATION INDEX<br />Competition<br />100 - U.S. Average<br />

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