brand understandings and insights - the corridor, iowa
DESCRIPTION
TRANSCRIPT
The Corridor, IA BrandPrintUnderstanding & 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.
Understanding
Insights You are Here
Imagination
Consumer
Community
Evaluation
Competition
Brand Identity(including logo &
line)
&
Brand Action
Consumer Competition
What differentiates The Corridor?
Community
How have we learned about The Corridor?
Research & Materials AuditIn-Market Trip• FAM Tour• Intercept Interviews• Stakeholder Interviews• Focus Groups
Stakeholder Vision SurveyCommunity Wide Survey
Community
Community
Understanding The Corridor
In-Market ObservationsAugust 16 – 20, 2010
You 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• John Pappajohn 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 Challenges WHAT 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 Challenges WHAT 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 Opportunities WHAT 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 Opportunities WHAT 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
Understanding Community Leader Perceptions
Stakeholder Vision Survey143 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)?
Community
• 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 Leader Perceptions DEFINING THE CORRIDOR
What Corridor attributes attract the most...
Community
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 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%
o “I'm not sure. I still don't think people fully understand the potential impact.”
• No – 18%o “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%o “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.”
o “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%
o “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% o “Everyone is independently working on their own initiatives with varying
levels of collaborative intent”• Working on it / getting better – 21%
o “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 Barometer814 responses
Community
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?
CommunityBrand 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.
1 1.12%2 1.49%3 1.86%4 2.23%
5 4.34%
6 5.08% 16.11%Detractors
7 14.25%
8 21.56% 35.81%Passives
9 16.11%
10 31.97% 48.08%Promoters
Living in The Corridor
CommunityBrand 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.
1 1.77%
2 2.78%
3 3.16%
4 6.82%
5 10.86%
6 9.47% 34.85%Detractors
7 15.15%
8 15.91% 31.06%Passives
9 10.73%
10 23.36% 34.09%Promoters
Visiting The Corridor
CommunityBrand 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.
1 1.01%
2 1.14%
3 1.27%
4 2.53%
5 7.22%
6 7.22% 20.41%Detractors
7 12.42%
8 23.95% 36.38%Passives
9 18.50%
10 24.71% 43.22%Promoters
Conducting Business in The Corridor
Brand BarometerThe Corridor brand performs quite well against the
National average when discussing the region as a place to live.
Community
22.0%
31.8%
46.2%
16.1%
35.8%
48.1%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Detractors Passives Promoters
As a place to live...
National The Corridor
Brand BarometerCommunity
The Corridor brand underperforms compared to the National average as a place to visit. Additionally, the
Detractors category is quite high.
24.6% 25.6%
49.8%
34.8% 31.1% 34.1%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Detractors Passives Promoters
As a place to visit...
National The Corridor
Brand BarometerCommunity
As a place to conduct business, The Corridor brand performs very well compared to the National
average, in the Detractors category.
45.8%
29.8%24.4%20.4%
36.4%43.2%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Detractors Passives Promoters
As a place to conduct business...
National The Corridor
Brand BarometerCommunity
Brand Advocacy Score = % Promoters – % DetractorsThe Corridor’s Brand Advocacy scores, show negative
results in the Visiting category, while performing quite well in Living and Conducting Business.
24.20%
25.20%
-21.40%
31.97%
-0.76%
22.81%
-30.00%
-20.00%
-10.00%
0.00%
10.00%
20.00%
30.00%
40.00%
Living Visiting Conducting Business
Brand Advocacy Comparison National Score
The Corridor
Understanding Resident Perceptions
Online Community SurveyQuantitative survey that was open
to all The Corridor residents814 Responses
Community
Resident PerceptionsMost residents have heard the Cedar Rapids-Iowa City region referred to as “The Corridor” suggesting great
internal awareness
Community
Yes 98.9%
No 1.1%
Have you heard the Cedar Rapids - Iowa City Region
referred to as "The Corridor"?
Resident PerceptionsCedar Rapids to Iowa City best describes the Corridor
Community
Other: Waterloo to Iowa City, Cedar Rapids to Iowa City and everything in between
0.3%
0.5%
1.6%
4.0%
5.5%
6.8%
12.7%
68.8%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Other
I-80: Davenport to Des Moines
Don't know
Linn, Johnson, Iowa and Washington Counties
Seven county Kirkwood CC service area
I- 380: Waterloo to Washington
Johnson and Linn Counties
Cedar Rapids to Iowa City
Which of the following best describes the geographic area called The Corridor?
Resident PerceptionsStrong Midwestern work ethic and opportunity and great
potential describes the region
Community
Other: Good place to raise a family, home of the Hawkeyes, and rich in culture
1.9%
2.9%
3.5%
4.7%
8.2%9.4%
12.0%
12.0%
13.3%
14.0%
20.1%
26.6%
31.1%
37.8%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Don't know
Flood plain
Uncooperative and isolated
Other (please specify)
Healthcare
Creative and innovative
Research and technology
An area with no identity
Agriculture and food processing
Interstate 380
Industrial meets academia
Diverse business/industry mix
Opportunity and great potential
Strong midwestern work ethic
Which of the following best describes the Cedar Rapids - Iowa City region? (CHOOSE TWO ANSWERS)
Resident PerceptionsThe greatest strengths of the region are quality of life and cost
of living
Community
Other: Quality of education, work ethic, and cultural opportunities
1.6%
2.9%
3.4%
3.4%
3.9%4.9%
5.6%
6.0%
7.1%7.5%7.8%
14.6%
16.0%21.5%
27.8%
57.4%
0% 10% 20% 30% 40% 50% 60% 70%
Economic development engine
Entrepreneurship
Engaged professionals relocating
Don't know
Coralville growth and vision
Other (please specify)
Diverse business/industry
Diverse communities
Healthcare
Small towns
Innovation and education
Location
Best of academia and business
University of Iowa
Cost of living
Quality of life
What is the greatest strength of the region? (CHOOSE TWO ANSWERS)
Resident PerceptionsThe greatest challenge facing the region is the perception as
corn fields/hay bales and lack of coordinated leadership
Community
Other: High cost of living, taxes, and lack of population growth
1.1%1.4%
1.5%1.8%1.8%
4.9%5.4%5.6%
6.1%6.4%
6.6%8.7%
10.0%11.1%11.6%
12.1%13.4%
19.8%21.1%
21.8%26.6%
0% 5% 10% 15% 20% 25% 30%
Lack of entertainmentDon't know
Not welcomingLack of jobs
Lack of entrepreneurshipTransportation
Other (please specify)CR only focused on flood recovery
Divisive attitudesMarketing and promotion
No identityUnplanned growth/sprawl
Few direct flightsAdverse to change
Brain drainLack of vision
Support for regional effortsEconomic development
Lack of cooperation and collaborationLack of coordinated leadership
Perception as corn fields and hay bales
What is the greatest challenge facing the region? (CHOOSE TWO ANSWERS)
Resident PerceptionsOne shared vision on regional assets is the greatest opportunity
for economic growth in the region
Community
Other: Education, food processing, and collaboration
0.6%
1.8%
2.5%
2.5%
2.9%
3.2%
3.4%
3.6%
4.8%
5.7%
5.8%
8.5%
16.5%
18.7%
22.5%
0% 5% 10% 15% 20% 25%
There are no opportunities
Retail
Location
Healthcare
Marketing and promotion
Other (please specify)
Entertainment
Don't know
Wind energy
Kirkwood / University of Iowa
Affordability
Entrepreneurial development
Innovation and technology
Collaboration between Cedar Rapids / Iowa City
One shared vision on regional assets
What is the greatest opportunity for economic growth in the region?
Resident Perceptions90.4% of residents thought the area should join together to promote the region as a whole in the smaller communities
Community
Why: Strength in numbers, it benefits everyone, and opportunity to work togetherWhy not: Too different and will lose individual identity
Yes, 90.4%
No, 5.2% Don't know, 4.4%
Should Iowa City, Cedar Rapids and other area communities join together to promote the region as a whole for attracting
economic development and tourism?
Resident PerceptionsCohesive/competitive marketing and pooling resources to
maximize budgets are the greatest advantages of regionalism
Community
Other: Common goals, regional planning, and resident pride
1.4%
2.0%
2.3%
2.8%
8.1%
13.3%
14.6%
19.6%
20.5%
30.4%
33.5%
37.2%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Nothing
Don't know
Other (please specify)
Equalizes/reduces political bias
Benefit with regional associations
Potentially reducing government overlap
Amassing limited resources
Creates broad economy
Greater regard by outsiders
Increased economic development
Pooling resources/maximizing budgets
Cohesive/competitive marketing
What is the greatest advantage of regionalism (bringing communities together) for the area? (CHOOSE TWO ANSWERS)
Resident PerceptionsConflicting goals / different point of view and loss of individual identity are the greatest challenges facing regionalism in the
area
Community
Other: Don’t know, lack of diversity, and transportation
3.8%
5.6%
6.3%
9.6%
10.5%
12.5%
12.8%
16.9%
17.8%
22.1%
32.0%
38.1%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Other (please specify)
Threat of sprawl
Fear of job loss in consolidation
No identity
Uncooperative EDC entities
Lack of understanding by the public
Uncooperative jurisdictions
Siloed organizations
Fear of change
Political resistance
Loss of individual identity
Conflicting goals/different point of view
What is the greatest challenge facing regionalism in the area? (CHOOSE TWO ANSWERS)
Resident PerceptionsThe region should be called “Eastern Iowa Corridor”
Community
Other: Technology Corridor, Eastern Iowa, and Iowa City area
0.1%
0.3%
0.5%
0.6%
2.1%
2.8%
3.4%
4.9%
6.0%
8.4%
9.4%
9.5%
22.5%
29.4%
0% 5% 10% 15% 20% 25% 30% 35%
The Arts and Sciences Super Connector
Learning Corridor
Iowa's Innovation Corridor
Heartland Corridor
Innovation 380
Innovation Heartland
Does not matter/stop regionalism
Technology Corridor
Other (please specify)
Don't know
I-380 Corridor
Cedar Rapids-Iowa City Region
The Corridor
Eastern Iowa Corridor
What should the Region be called?
Resident Perceptions88% of residents believe that leaders and stakeholders in the
area should collaborate and support regional efforts
Community
Why: Everyone benefits, opportunity to work together, and results will trickle down
Yes, 88.0%
No, 2.5%
Don't know, 9.5%
Should leaders and stakeholders in the area collaborate and support regional efforts even if a particular success is
located in a neighboring jurisdiction in the region?
Resident Perceptions48% of residents don’t know if organizations work well together
Community
Why or why not: Sometimes, can improve, narrow focus on their own area, competition
Yes, 20.5%
No, 31.6%
Don't know, 48.0%
Do organizations (Convention and Visitors Bureaus, Chambers of Commerce, Cities, Economic Development entities, etc.) work well together throughout the region?
Resident PerceptionsLight transportation and strong Cedar Rapids downtown are
missing in the region
Community
Other: Economic diversity, jobs in general, and non-chain restaurants
1.4%
3.4%
4.3%
4.6%
5.0%6.4%
6.4%
6.4%
6.4%
6.7%
6.8%
8.0%
9.2%
13.9%
20.4%
21.2%
22.0%
23.2%
24.2%
0% 5% 10% 15% 20% 25% 30%
Don't know
Creative class
Regional/community/state pride
Other
Support/resources to start biz
High-paying tech jobs
Unity
Marketing and promotion
Risk takers
Affordable housing
White collar jobs
Identity
Embracing diversity
Interactions between Cedar Rapids / Iowa City
Low cost airlines
Vision and commitment
Leaders committed to regionalism
Strong Cedar Rapids downtown
Light rail and transportation
What is missing in the region? (CHOOSE TWO ANSWERS)
Resident PerceptionsOutsiders think of our region as Hawkeyes and Rural
Community
Other: Family, hard working, and bad weather
1.5%
2.3%
6.8%
9.3%
11.0%
11.4%
11.9%
22.5%
36.7%
37.9%
46.4%
48.3%
0% 10% 20% 30% 40% 50% 60%
Nothing to do
Farming/Agriculture
Other (please specify)
Growing area
Don't know
Defined by I-380
Combination of Cedar Rapids / Iowa City
Flat
Where is it?
No awareness/reputation
Rural
Hawkeyes
What do outsiders (people who are not from the area) think of our region? (CHOOSE ALL THAT APPLY)
Attribute DeliveryCommunity
Educational opportunities and a great place to raise a family are the largest attributes
5.59
5.60
5.63
5.65
5.69
5.90
5.96
5.96
6.39
6.49
6.61
6.70
7.02
7.35
7.46
7.47
8.14
8.29
1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00 10.00
Retail
Special events
Diversity
Entertainment
Innovation
Employment opportunities
Restaurants
Recreation opportunities
Business-friendly culture
Engaged citizens/community pride
Affordable cost of living
Welcoming community
Convenient location
Skilled workforce
Safety
Overall quality of life
Great place to raise a family
Educational opportunities
How well does The Corridor deliver the following attributes?On a scale of 1 to 10 with 1 being "poor" and 10 being "excellent"
Community
Competition
Consumer
Understanding Outside Perceptions
CONSUMER AWARENESS & PERCEPTION STUDYConducted in: Des Moines, IA
Madison, WI
Consumer
CAP StudyBEST QUALITY OF LIFE VS. AGE GROUP
Consumer
0%
10%
20%
30%
40%
50%
60%
18-24 25-34 35-44 45-54 55-64 65-74
Which community / region offers the best quality of life?
Cedar Rapids / Iowa City, IA Des Moines / W Des Moines, IA Madison, WI
CAP StudyREGIONAL FAMILIARITY
Consumer
2%
3%
3%
5%
6%
7%
12%
21%
40%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Waterloo / Cedar Falls, IA
Lawrence, KS
Other
Dubuque, IA
Madison, WI
Des Moines / West Des Moines, IA
Do not know
Cedar Rapids / Iowa City, IA
Quad Cities, IA-IL
Which of the following regions is known as The Corridor?
Other: Don’t know
CAP StudyREGIONAL FAMILIARITY VS. MARKET
Consumer
2.02%
8.08%
8.08%
3.03%
8.08%
14.14%
17.17%
39.39%
2.08%
2.78%
2.78%
3.47%
6.94%
16.67%
22.22%
43.06%
0% 10% 20% 30% 40% 50%
Waterlook / Cedar Falls, IA
Dubuque, IA
Madison, WI
Lawrence, KS
Des Moines / W Des Moines, IA
Other
Cedar Rapids / Iowa City, IA
Quad Cities, IA/IL
Which of the following regions is known as The Corridor?
Des Moines Madison
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
o Iowa Nation o Iowa Twin Cities
• Iowa’s Technology Highway
30%
70%
Yes
No
Would you change the name of this region if you could?
CAP StudyATTRIBUTE RATINGS
Consumer
6.56
6.57
6.67
6.74
6.85
7.08
7.15
7.20
7.26
7.31
7.36
7.38
7.58
7.59
7.90
1 2 3 4 5 6 7 8 9
A leader in business
A place known for great restaurants
An innovative place for start-ups / entrepreneurs
A place known for innovation
A region known for great shopping
A region full of recreational opportunities
A region known for great events
A region with diversity of lifestyles
A place with strong arts and culture
A family-oriented region
An affordable place to live
A region for young professionals
Great quality of life
A friendly community
A leader in education
Based on your perceptions of the Cedar Rapids / Iowa City Region, how would you rate the following descriptions on a scale of 1 to 10?
One being "does not match the region at all" and 10 being "is an exact description of the region"
CAP StudyATTRIBUTE RATINGS VS. VISITATION
Consumer
6.73
6.82
6.92
6.96
7.10
7.37
7.46
7.49
7.59
7.60
7.60
7.71
7.79
7.86
8.29
5.85
5.46
5.57
5.74
5.74
5.76
5.76
5.89
5.83
6.02
6.33
5.93
6.67
6.37
6.20
1 2 3 4 5 6 7 8 9 10
A leader in business
A place known for great events
An innovative place for start-ups
A place known for innovation
A region known for great shopping
Full of recreational opportunities
A region known for great events
A region with diversity of lifestyles
A place with strong arts and culture
A family-oriented region
An affordable place to live
A region for young professionals
A friendly community
Great quality of life
A leader in education
Based on your perceptions of the Cedar Rapids / Iowa City Region, how would you rate the following descriptions?
Use a scale of 1 to 10 with 1 being "does not match the Region " and 10 being "is an exact description "
Non-visitor
Visitor
CAP StudyVISITATION
Consumer
82%
18%
Yes
No
Have you visited the Cedar Rapids / Iowa City Region?
CAP StudyVISITATION
Consumer
2%
9%
11%
11%
15%
17%
17%
24%
24%
35%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Expensive airline tickets / few direct flights
Don't know where it is
Nothing to do / boring
Other
Plan to visit in the future
Can't afford it
Not interested in what it has to offer
Don’t have time
Too far away / out of the way
Unaware of things to do there
Why have you NOT visited the Cedar Rapids / Iowa City Region? (Choose all that apply)
Other: No reason to travel there
CAP StudyMORE LIKELY TO VISIT
Consumer
4%
4%
7%
7%
9%
9%
11%
11%
13%
15%
15%
17%
22%
22%
24%
0% 5% 10% 15% 20% 25% 30%
Nothing to do / boring
Destination dining
Vibrant downtowns
Nightlife / music
Arts and culture
Business / employment opportunities
Small-town comfort
Outdoor recreation activities (hiking, biking, walking, etc.)
Marketing and promotion
Entertainment and special events
Sports / tournaments
Other
Nothing
If a friend or family member recommended it
Unique shopping
What would make you more likely to visit the Cedar Rapids / Iowa City Region? (Choose all that apply)
Other: Family members lived in the area, need for medical services
CAP StudyVISITOR FREQUENCY
Consumer
32% 33%
12%
23%
0%
5%
10%
15%
20%
25%
30%
35%
One time 2-3 times 4-5 times 6 or more times
How many times have you visited the Cedar Rapids / Iowa City Region in the past three years?
CAP StudyPRIMARY PURPOSE
Consumer
0%
0%
0%
0%
0%
1%
1%
1%
5%
5%
6%
6%
9%
9%
10%
21%
25%
0% 5% 10% 15% 20% 25% 30%
Outdoor recreation
Iowa Writer's Workshop event
Youth or adult league sporting event
Minor league sporting events (baseball and hockey)
Visit Kirkwood Community College
Eat at a restaurant
Visit smaller communities
Visit other schools / universities
Attend a special event
Visit University of Iowa
Business / employment
Other
Shopping
Healthcare (area hospitals)
University of Iowa sports
Passing through
Visit family / friends
What was the primary purpose of your most recent trip?
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 82%
18%
Yes
No
Did your perception of the Cedar Rapids / Iowa City Region change once
you visited?
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
92%
8%
Positive
Negative
Did your perception change in a positive or negative way?
CAP StudyATTRIBUTE RATING
Consumer
6.36
6.46
6.71
6.98
7.29
7.47
7.50
7.56
7.58
7.60
7.62
7.69
7.80
7.89
1 2 3 4 5 6 7 8 9
Turning ideas into dollars
Business / start-up friendly
Employment opportunities
Downtown experience
Affordability
Recreational opportunities
Arts and cultural offerings
Restaurant offerings
Diversity of lifestyles
Special events and festivals
Overall value
Research and technology
Accessibility / convenience
Healthcare
Based on your past experiences, how would you rate the following attributes regarding the Cedar Rapids / Iowa City Region
One being "poor" and 10 being "excellent"
CAP StudyIDENTITY
Consumer
4%
6%
8%
8%
9%
25%
39%
0% 10% 20% 30% 40% 50%
Other
Technology and science
Turning research and ideas into economic power
Arts and culture
Agriculture
Healthcare
Education
Which of the following do you feel is most important to the identity of the Cedar Rapids / Iowa City Region?
Other: College town – University of Iowa
Understanding How Your Competition Communicates
Competitive Analysis Message Assessment for The Corridor
Competition
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
95
96
102
103
107
121
122
124
0 20 40 60 80 100 120 140
Kansas City, MO
Pittsburgh, PA
Madison, WI
Iowa City / Cedar Rapids
Denver/Ft. Collins, CO
Minneapolis/St. Paul, MN
Austin, TX
Raleigh/Durham, NC
Innovation Index - EDA
EDA ToolkitINNOVATION INDEX
Competition
100 - U.S. Average