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Brand Understandings and Insights - The Corridor, Iowa


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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 />