Ohio Conference of Community Developers Spring Meeting 2014 Talk
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Talk establishing the need for the economic development profession to shift focus from year over year job growth to year over year improvement of resident's ability to achieve their American Dream. This presentation is good for elected officials and anybody working in the general field of economic development.
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Ohio Conference of Community Developers Spring Meeting 2014 Talk
- 2. Ed Burghard eburghard@me.com www.StrengtheningBrandAmerica.com • BA – State University of New York @ Potsdam in Mathematics • MBA – Syracuse University in Innovation Management and Marketing • Retired P&G Marketing Director with 33 years of successful brand building experience resulting in lifetime appointment as a Harley Procter Marketer • Retired Executive Director, Ohio Business Development Coalition – Started the 501 c(3) at the Governor’s request in 2005 and then Ohio won the Site Selection Magazine Governor’s Cup in 2006, 2007, 2008, 2009 and 2011. • CEO and Manager, The Burghard Group LLC – Creator of the Strengthening Brand America Project • Retired Member of the Association of Ohio Commodores • Nemacolin Energy Institute Founding Board Member • American Dream Composite Index Advisory Board Member • Nonresident Fellow, Maxine Goodman Levin College of Urban Affairs, Cleveland State University
- 3. First Question How many residents directly benefit from focusing on year- over-year job growth?
- 4. NO Job Growth Impacts Only 3% Of Ohio’s Residents • Unemployment in Ohio is 6.1% • National Analysis Suggests – – 12% are unemployable – 48% are marginally employable – 10% employable – 30% highly employable Source: http://cjonline.com/blog-post/mrwednesdaynight/2013-06-07/unemployed-or-unemployable-lets- consult-mwn-employability • New Jobs Directly Impact Only 2.4% 4/25/2014 4
- 5. Second Question Do CEOs want help from the economic development community to create jobs? 4/25/2014 5
- 6. They Want Help In Getting Access To Top Talent. For the first time in American history, the number of younger workers entering the labor market will not replace those who are leaving (source NC Office of State Personnel Presentation). 4/25/2014 6 NO
- 7. 4/25/2014 7
- 8. Third Question Do economic development professionals believe they create jobs and should have their performance measured based on year-over-year job growth? 4/25/2014 8
- 9. They Want To Be Accountable For Facilitating Community Strategic Planning . • 97% agree employers create jobs. Only 2% felt economic development professionals. • 30% felt year-over-year job growth was not a good performance measure (only 24% indicated it was). • 85% feel strongly – definitely economic development professionals should be facilitating community strategic planning. 4/25/2014 9 NO
- 10. Fourth Question 4/25/2014 10 So If: • Job growth only impacts 2.4% of the population. • CEOs don’t want help creating jobs. • ED pros don’t believe they create jobs and don’t feel they should be measured based on job growth. Then What Should We Measure?
- 11. Job Growth Is Only One Piece Of A Complex Puzzle 4/25/2014 11 It’s Really About Enabling Ohio Residents To Better Achieve Their American Dream. And by doing so, you will attract/retain the talent your companies want and need. But, How Do You Measure Success?
- 12. The American Dream Composite Index™ powered by dunnhumby Was Created By a Team of Xavier University Professors 4/25/2014 12
- 13. 1,000 Respondents/month provide feedback on 139 statistically derived statements 4/25/2014 13 Statistically Validated Measure Of How Well Residents Feel They Are Achieving Their American Dream 35 Dimensions (or unique dreams within the dream) 5 American Dream sub-indexes American Dream Composite Index
- 14. 4/25/2014 14 General Description Of The American Dream
- 15. Summary Index Measured Dimensions Economic Financial Security Material Prosperity Access to Education Destinations in Life Job Benefits Health Care Freedom of Choice Generational Progress Home Ownership Job Environment Well-Being Family Support Support of Friends Happiness Freedom of Expression Fruits of My Labor Entrepreneurial Spirit Leisure Activities Social Status Personal Health Satisfaction with Residence Optimism Societal Trust in Government Trust in Business Just Society Trust in People Education Quality Safety in Travel Safety in Community Civic Participation Diversity Melting Pot – Neighborhood Melting Pot – Personal Differences Melting Pot – Diversity Political Freedom Environmental Pollution – air, food, water, land 4/25/2014 15 The American Dream Can Be Quantified Based On 5 Dimensions
- 16. ADCI 64.5 DOWN Economic 63.1 DOWN Well-Being 69.9 DOWN Societal 52.5 DOWN Diversity 75.2 DOWN Environmental 68.8 DOWN 4/25/2014 16 Residents Are Not Feeling They Are Fully Achieving Their American Dream According to FutureBrand’s 2012- 13 Country Brand Study – The US is ranked #8 in the world down 2 places versus year ago. According to the latest ADCI data - Roughly 36% of the American Dream Is Not Being Achieved.
- 17. Fifth Question 4/25/2014 17 Do CEOs Care About Enabling Residents To Achieve Their American Dream?
- 18. They See Positive P&L Benefits. • ATTRACTION: Executives will use the ADCI score to differentiate between locations that are finalists in the site selection decision process (63.9% likely to highly likely). • RETENTION: Executives will be reluctant to relocate their business to a location with a lower ADCI score even if incentives were offered (31.3% unlikely to highly unlikely). 4/25/2014 18 YES
- 19. Sixth Question Do economic development professionals want to be evaluated on year-over-year improvement on resident’s achieving their American Dream? 4/25/2014 19
- 20. They Find It Inspirational . • 27% believe residents should be viewed as “the boss” (29% felt their Board should be) • 54% feel year-over-year improvement in the ADCI score is a good measure (only 18% indicated it was not). 4/25/2014 20 YES
- 21. Which States Are Doing Well At Enabling Residents To Achieve Their American Dream? 4/25/2014 21
- 22. 4/25/2014 22 Ohio Is Not In The Top 10 States For Achieving The American Dream RANK STATE 1 New Mexico 2 Delaware 3 DC 4 Connecticut 5 Montana 6 South Carolina 7 Florida 8 New Hampshire 9 Minnesota 10 Utah 2013 Based on the outlook of people who live there Top 10 States: Living the American Dream
- 23. Ohio is Performing On Par With The Mid-West Region 4/25/2014 23 STATE ADCI 2013 RANKING Michigan 21 Illinois 27 Indiana 29 Ohio 32 Wisconsin 33 Kentucky 47
- 24. Ohio Performance By Sub- Index Sub-Index ADCI 2013 RANKING Economic 35 Well-Being 28 Societal 35 Diversity 31 Environment 39 4/25/2014 24
- 25. Ohio vs. Michigan POINTS OF COMPETITIVE ADVANTAGE (index 105 or greater) NONE Access to Education Home Ownership Satisfaction with Residence Personal Health Civic Participation Education Quality Trust in Government Safety in Travel Trust in People Safety in Community Environment POINTS OF COMPETITIVE DISADVANTAGE (index 95 or less) 4/25/2014 25
- 26. Ohio vs. Indiana POINTS OF COMPETITIVE ADVANTAGE (index 105 or greater) Job Benefits Fruits of My Labor Satisfaction With Residence Education Quality Trust in Government Just Society Trust in Business Financial Security Home Ownership Material Prosperity Civic Participation POINTS OF COMPETITIVE DISADVANTAGE (index 95 or less) 4/25/2014 26
- 27. Ohio vs. Pennsylvania POINTS OF COMPETITIVE ADVANTAGE (index 105 or greater) Fruits of My Labor Leisure Activities Home Ownership Civic participation POINTS OF COMPETITIVE DISADVANTAGE (index 95 or less) 4/25/2014 27
- 28. 4/25/2014 28 Vs. Pennsylvania Vs. Indiana Vs. Michigan Competitive Disadvantage Overlap Financial Security Material Prosperity Access to Education Satisfaction with Residence Personal Health Education Quality Trust in Government Safety in Travel Trust in People Safety in Community Environment Home Ownership Civic Participation Nothing Unique
- 29. Index Vs. National Home Ownership • 94% Civic Participation • 88% 4/25/2014 29
- 30. Best in Class Performers Home Ownership MT, NM, SC Civic Participation MD, DC, AK 4/25/2014 30
- 31. Last Questions 1. Why do Ohio Residents Feel The Way They Do? 2. What are the Best in Class Performers Doing That You Might Reapply? 4/25/2014 31
- 32. Columbus, OH MSA Performance By Sub-Index Sub-Index Versus National Average Economic 107 Well-Being 103 Societal 105 Diversity 104 Environment 103 4/25/2014 32 BONUS DATA
- 33. Columbus MSA Index Vs. National Home Ownership • 102% Civic Participation • 93% 4/25/2014 33
- 34. Columbus, OH MSA Ranked #6 Nationally [Among MSA’s With Populations => 1 Million (52 MSAs)] For Enabling Residents To Achieve Their American Dream Cincinnati #14 Cleveland #37 4/25/2014 34
- 35. NEW Last Questions For You What can you learn from … 1. Hartford, CT 2. Jacksonville, FL 3. San Bernardino, CA 4. Miami, FL 5. Rochester, NY 4/25/2014 35
- 36. It’s Really All About Better Enabling Residents To Achieve Their American Dream 4/25/2014 36
Editor's Notes
- American Dream Economic Index – Measures one’s satisfaction, freedom, and progress with respect to their finances, job, home ownership and health care.Financial Security - Satisfaction With Financial Situation Material Prosperity - Ability to meet expenses and afford desired material possessions Access to Education - Ability to access a quality and affordable education Destinations in Life - Ability to choose destinations in life (i.e. job, housing, travel, etc.) Job Benefits - Satisfaction with job benefits and security Health Care - Ability to access and afford good health care Freedom of Choice - Ability to choose what one wants in life Generational Progress - State of one's life relative to his/her parents Home Ownership - Desire and ability to own a home Job Environment - Satisfaction with work environment American Dream Well-Being Index - Measures the extent of one's contentment, health, and prosperity in life Family Support - Availability of help and emotional support from one’s family Support of Friends - Availability of emotional and tangible help from friends Support of Someone Special - Availability of care and support from a certain special person Happiness - Satisfaction and contentment with one's life Freedom of Expression - Ability to express oneself freely without repercussion Fruits of my Labor - Extent to which one is rewarded fairly for efforts in life Entrepreneurial Spirit - Interest in the pursuit of new ideas and progress in life Leisure Activities - Ability to engage in leisure activities Social Status - Belief that one is well-regarded by others Personal Health - Satisfaction with physical and mental health Satisfaction with Residence - Satisfaction with where one lives Optimism - Expectation of good things for oneself in life American Dream Societal Index - Measures the extent to which the government, businesses, and people are fair and trustworthy. Trust in Government - Satisfaction with government's fairness and trustworthiness Trust in Business - Satisfaction with businesses' fairness and trustworthiness Just Society - Extent to which society is fair and moral Trust in People - Satisfaction with peoples' fairness and trustworthiness Education Quality - Extent to which schools are good and promote originality Safety in Travel - Extent to which one is safe when traveling Safety in Community - Extent of safety where one lives Civic Participation - Extent of participation in one's community American Dream Diversity Index - Measures the attitudes toward the assimilation of differences in one's community Melting Pot – Neighborhood - Acceptance of diversity in one’s neighborhood Melting Pot - Personal and Social Identity - Acceptance of different personal and social ideates (i.e. sexual orientation and religious practice) Political Freedom - Satisfaction with the ability to vote freely and make political choices Melting Pot – Diversity - Extent of exposure to diverse cultural experiences American Dream Environmental Index - Measures the extent of pollution in the air, food, water, and land that one encounters on a regular basis Environment - Extent of pollution in the air, food, water, and land that one encounters on a regular basis
- American Dream Economic Index – Measures one’s satisfaction, freedom, and progress with respect to their finances, job, home ownership and health care.Financial Security - Satisfaction With Financial Situation Material Prosperity - Ability to meet expenses and afford desired material possessions Access to Education - Ability to access a quality and affordable education Destinations in Life - Ability to choose destinations in life (i.e. job, housing, travel, etc.) Job Benefits - Satisfaction with job benefits and security Health Care - Ability to access and afford good health care Freedom of Choice - Ability to choose what one wants in life Generational Progress - State of one's life relative to his/her parents Home Ownership - Desire and ability to own a home Job Environment - Satisfaction with work environment American Dream Well-Being Index - Measures the extent of one's contentment, health, and prosperity in life Family Support - Availability of help and emotional support from one’s family Support of Friends - Availability of emotional and tangible help from friends Support of Someone Special - Availability of care and support from a certain special person Happiness - Satisfaction and contentment with one's life Freedom of Expression - Ability to express oneself freely without repercussion Fruits of my Labor - Extent to which one is rewarded fairly for efforts in life Entrepreneurial Spirit - Interest in the pursuit of new ideas and progress in life Leisure Activities - Ability to engage in leisure activities Social Status - Belief that one is well-regarded by others Personal Health - Satisfaction with physical and mental health Satisfaction with Residence - Satisfaction with where one lives Optimism - Expectation of good things for oneself in life American Dream Societal Index - Measures the extent to which the government, businesses, and people are fair and trustworthy. Trust in Government - Satisfaction with government's fairness and trustworthiness Trust in Business - Satisfaction with businesses' fairness and trustworthiness Just Society - Extent to which society is fair and moral Trust in People - Satisfaction with peoples' fairness and trustworthiness Education Quality - Extent to which schools are good and promote originality Safety in Travel - Extent to which one is safe when traveling Safety in Community - Extent of safety where one lives Civic Participation - Extent of participation in one's community American Dream Diversity Index - Measures the attitudes toward the assimilation of differences in one's community Melting Pot – Neighborhood - Acceptance of diversity in one’s neighborhood Melting Pot - Personal and Social Identity - Acceptance of different personal and social ideates (i.e. sexual orientation and religious practice) Political Freedom - Satisfaction with the ability to vote freely and make political choices Melting Pot – Diversity - Extent of exposure to diverse cultural experiences American Dream Environmental Index - Measures the extent of pollution in the air, food, water, and land that one encounters on a regular basis Environment - Extent of pollution in the air, food, water, and land that one encounters on a regular basis