D C B u s i n e s s C o n n e c t i o n s M a r c h 2 0 1 3

V o l u m e 2 , N u m b e r 1

insiDe This issue

W e l C o m e T o D C B u s i n e s s J e r r y S m i t h • S e n i o r A d v i s e r

t o t h e D e K a l b C o u n t y E c o n o m i c D e v e l o p m e n t C o r p o r a t i o nL i f e L o n g L e a r n i n g i n s t i t u t e

Jerry Smith enjoyed a 40-year working career, most recently as Executive Director of the DeKalb County Community Foundation. Jerry served as the foundation’s first full-time administrator for 10 years, following a 30-year printing stint at Castle-PrinTech. Long active in business and civic affairs, Smith, an NIU grad, has accepted limited consulting opportunities, and remains involved in many campus activities, including Lifelong Learning Institute. Smith is a senior adviser to the DeKalb County Economic Development Corporation, and is currently involved in development and hospitality efforts for this fall’s IHSA Football Championships. He and his wife Ging reside in DeKalb.

As a retiree who wants to remain mentally and physically active, I’ve found numerous opportunities to do so here in DeKalb County.

Among my most enjoyable activities has been Lifelong Learning Institute, an organization that gives folks like me a chance to “learn new things, just for the fun of it.” LLI is totally member-driven and gets administrative support from NIU’s External Programming Office. Presently, hundreds of area residents – most of them retirees – are taking advantage of LLI and the diverse array of educational experiences.

LLI is open to anyone over 50 years of age, with a sense of curiosity and love of learning. What has attracted many to the program is the fact that there is no homework, no exams, and no attendance requirements. There are four terms within the framework of each year – winter, spring, summer and fall. Most programs during spring and fall last about eight weeks; winter and summer terms usually run four weeks. There is always a good variety of topics from which to choose, and LLI gives participants the chance to choose as few or as many classes for the same reasonable cost.

Lifelong Learning continues to grow, with last fall’s term numbering over 125 participants. While the majority come from the DeKalb-Sycamore area, a strong contingent from the Fox Valley and the Rochelle region has helped enrollment growth. In addition to being a class “student,” LLI provides the chance for members to become conveners, who often are retired educators, or simply folks like me, who want to share their background or interests with others.

Following a 40-year business career here in DeKalb – 30 at Castle-PrinTech and 10 with the Community Foundation – I found that my background made it easy to join in LLI classroom conversation as a student and convener. In the latter role, I’ve convened classes on philanthropy, Chicago Music, DeKalb County Media, and Elvis. Some pretty serious, others for the fun of it. My class attendance ranged from 14 to 35; somewhere in between those numbers seems to be LLI’s average class size.

See Learning, Page 7

l i f e l o n g l e a r n i n g i n s t i t u t e P a g e 1

I n d u s t r y / E d u c a t o r s I n v i t e d t o A d d r e s s J o b O p p o r t u n i t i e s a n d T r a i n i n gP a g e 2

D o n ’ t l e t o t h e r s D e c i d e F o r Yo uP a g e 3

h o t e l s B r i n g R e t a i l B u s i n e s s t o D e K a l bP a g e 3

T i m e t o r e a s s e s y o u r b u s i n e s s s t r a t e g y ?P a g e 4

D e K a l b C u s D 4 2 8 H o s t s a D a y F i l l e d w i t h Te c h n o l o g y P a g e 5

M a r k e t i n g M a k e o v e rB a l c o m - Ve t i l l o D e s i g nP a g e 6

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D C B u s i n e s s C o n n e c t i o n s

DC Business Connections

is a quarterly business-

to-business e-edition

that will be sent to over

6,000 readers.

Information is provided

by local business leaders

from DCEDC, Northern

Illinois University, City of

DeKalb, DeKalb School

District, Kishwaukee

College, and more.

These e-editions will be

available online all year

at daily-chronicle.com.

If you would

like to be added to our

mailing list, be a guest

writer, or submit a

photo, please send your

information to

Lisa Angel at

langel@shawmedia.com.

The e-editions will

publish as follows:

June 15th • Sept 15th

December 15th

March 15th

Deadline for advertising

is 3 weeks before

publish date.

For rates or more

information contact,

Lisa Angel at

(815) 756-4841 ext.

2236 or at

langel@shawmedia.com

Industrial companies employ over 10,000 DeKalb County residents. The manufacturing sector is the largest source of jobs that pay above average wages in the county. Innovation and advanced technology have made U.S. manufacturers the most productive in world. Increased shipping and overseas labor costs are making domestic manufacturing more competitive and production is increasing.

More than a dozen industrial firms have relocated to or expanded in DeKalb County over the past three years. Industrial development is surging in nearby Ogle County as well. At the same time, skilled employees are approaching retirement. This means that students and workers with appropriate skills and training are in demand.

To boost prosperity and expand the tax base, the DeKalb County Economic Development Corporation’s (DCEDC) Industrial Growth Initiative is targeting the attraction and expansion of industry. A critical element of this endeavor is to distinguish our market by demonstrating that we are producing qualified workers to fulfill the needs of current and new industries.

To accelerate this opportunity, DCEDC, Kishwaukee College and the Greater Rochelle Economic Development Corporation are cosponsoring the Industrial Workforce Development for Today and Tomorrow summit meeting. This luncheon workshop will be held on Tuesday, March 12th from 11:00 AM – 2:00 PM at the Kishwaukee College Conference Center in Malta. The summit is designed to build relationships with industry and education, and to assist in the development of curriculum and training programs.

Industrial owners, CEO’s, general managers and human resource managers are invited to attend along with business managers or production supervisors. Administrators, counselors and teachers from DeKalb and Ogle counties are participating along with leaders and educators from Kishwaukee College, Waubonsee Community College and Northern Illinois University.

Kishwaukee College President Tom Choice will keynote the event by extending the college’s commitment to collaborate with business in preparing students for careers in industry and encouraging businesses to communicate their needs to educators.

Small group discussions will be convened to provide business representatives the opportunity to define current and future workforce needs and the challenges experienced in filling those needs. Businesses and educators will explore the creation of career development activities like work study programs, internships and apprenticeships. Participants plan to identify how to facilitate increased hiring from local high schools and colleges.

“This summit provides the best chance I can remember for our educators and our business community to collaborate in making our young people as capable as we can make them as they show up for work at our plants,” said Dave Juday, Chairman of IDEAL INDUSTRIES. “But it will only work if we have representation of both communities - listening, sharing, and seeking solutions that serve us and our larger community,” Juday added, “This dialogue can produce significant results for our communities if we are enthusiastic participants and maintain the dialog into the future.”

To register for the Industrial Workforce Development for Today and Tomorrow business/education summit, please email Karen Hoyle at hoyle@dcedc.org or call DCEDC at 815-895-2711.

Industry/Educators Invited to Address Job Opportunities and Training

PAUl BOrEKDeKalb County

Economic Development Corporation’s

(DCEDC)

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What one person wants is usually directly related to what is best for them, their family, their business or their organization. This seems to makes sense. What is difficult to do is look at things from an independent point of view and determine what is best for the greater good of the city, the community or the area. This question is what most struggle to see when it comes to topics such as schools, parks, government and politics.

The leaders in all areas should be looking at making decisions based on what helps the largest segment of the population or best serves the community to help it move forward in a positive direction. I think most would agree that this is not always the case. Now that is not to say that most do not have the right intentions when they get involved but human nature drives people to be skewed based on what they see or hear and what is on the top of their mind.

One suggestion is to make sure that you don’t complain about a decision after the fact. Get educated and be involved in the process of coming to the decision. More and more we see half-truths or hearsay dictate how things are decided. Many decisions are being made today, tomorrow and going forward so make sure that you are part of the process of making the best decision by being invested in those topics that you feel are important. It’s easy to sit back and talk at the water cooler about what should be done or to second guess a group’s decision but it’s difficult to be a part of the decision making process. It takes time and effort. Don’t take the easy way out and don’t let others decide things that affect your future without your input.

If you want to be heard, be sure you voice your opinion. If you want to be educated, be sure you go to the source and don’t accept secondhand knowledge. If you want to change things, don’t keep doing them the same way and expect change. We live in a country that allows us the right to vote, to participate and to be educated on those decisions that affect us but most prefer to sit back and complain when it isn’t what they wanted. Next time you want to complain about something, think about what role you played in the process. If you didn’t play a role, then you really don’t have the right to complain. Besides how far does complaining really get you? Not all decisions will be best for you but don’t let others decide for you!

DOn’T lET OTHErS DECIDE FOr YOUDeKalb Chamber of Commerce

MATT DUFFYExecutive DirectorDeKalb Chamber

of Commerce

See Hotels, Page 7

Construction has started on a new Hampton Inn and Suites in DeKalb to bring 80 rooms to the area hotel market, which has seen few changes over the past 10 years. Most of the changes were the demolition of the Harbor Inn about 7 years ago, subtracting 49 units from the local market.

One of the missing ingredients that the Hampton will bring to the market is the booking that can occur through the Hilton reservation system. Hospitality industry experts tell us that most hotel reservations come through online reservation systems that exist though chains like Best Western, Holiday Inns, Hilton, Marriott, Wyndham, and then the recognized budget chains such as Super 8 and Motel 6.

Fortunately, the Hampton Inn receives reservations

through the Hilton reservations system, and in the only such Hilton Hotel in our local market. Most of the other hotels are represented in the market with the Wyndham represented by the Baymont Inn and Suites.

By the fall of 2013, the City of DeKalb will have 476 hotel units and Sycamore will have 290 units. DeKalb is counting on this addition of hotel rooms to bring new “room nights” to the local market from other hotels outside the region that business traveler’s book through the online reservation systems, and 60% occupancy may generate $110-120,000 of hotel taxes in the local market.

That potentially means nearly 20,000 new travelers spending money in local restaurant and retail businesses. If they spend just $25/day on incidentals, that is over

HOTElS BrIng rETAIl BUSInESS TO DEKAlBM e s s a g e f r o m r o g e r H o p k i n s

RogeR hoPKins

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Are you sick and tired of losing your market share to more and more competitors? Is it time you made a resolution to gain some of it back? This could be your year - if you’re up for the challenge.

If you truly want to set a goal of gaining significant market share make a commitment to a new and better business strategy.

Take a look at your current business strategy. How well have you defined your ideal target market? Have you articulated your differentiating claim in the market? Are all of your sales, marketing and PR efforts clearly and consistently delivering these messages?

When reassessing your current business strategy, start with three main objectives:1. Establish your company’s difference in the marketplace - what truly makes your customers

buy from you and not your competitors2. Clearly articulate that difference across all aspects of the company3. Consistently and boldly focus on exceeding your customer’s expectations as related to your

unique claims

Looking at your business from a bird’s-eye perspective is important during this process. You must take into account all aspects of the business - especially the point of view of your customer and prospect. Your new strategy should be built around their needs and wants.

First, when identifying and establishing your unique competitive advantage, it’s important to understand what really matters to your target market. Differentiating yourself on something your customer doesn’t even care about makes no sense. Second, your unique difference must be something a competitor isn’t known for - because then it wouldn’t be unique. Lastly, when choosing a differentiating claim, be sure it’s something you do well and can deliver on time and time again. The worst thing in business is to under-deliver on what you’ve promised.

Once you choose a unique and compelling differentiator, you’ll want to unleash it across the whole organization. This is where you will assess all business functions and introduce the differentiating claim from top to bottom. This may mean you have to make changes in your business processes in production, sales, compensation, human resources, or other departments.

If you were to choose to promise the best in-store experience as your differentiating claim in your industry, you’d want to change certain aspects of your business such as your compensation structure for front line employees.

Rather than basing their compensation on the volume of products sold, you would shift to a structure offering bonuses based on living up to the promise. This could be accomplished through secret shopping or customer surveys. Make sure you hire more courteous, outgoing individuals who will embrace your goal of the best in-store experience for the customer.

A truly effective business strategy is more than just a tagline or mission statement. Ultimately, your business strategy should be reflected in the way each employee views his or her place in the company, the attitude and skill with which he or she performs the work, and his or her understanding and embracing your company’s mission. In short, it’s a way of life within your four walls.

Finally, once your differentiating claim is established and you have implemented the claim across your organization, you will encounter the toughest part of all…sticking to your guns. Prospects and customers aren’t interested in your company’s “business strategy.” They’re interested in what’s in it for them. If your communication with your customers and prospects is anything but overt, clear and consistent - they simply won’t understand why they should choose you over your competitors.

From your marketing and advertising to your storefront to the phone demeanor of your front line employees, your claim of uniqueness should shine through. Your goal is to make a statement - and people (your employees as well as customers and prospects) should be able to recite back to you what the statement is.

So, make yourself unique and take back some of that market share.

TIME TO rEASSES YOUr BUSInESS STrATEgY?

Rose TRemlExecutive Director sycamore Chamber

of Commerce

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DEKAlB CUSD 428 Hosts a Day Filled with Technology

gIrlS TEAM UP FOr THE MYSTErY CHAllEngE

(left to Right) sarah larson, Bella Dela Cruz, Tess Moreno, and Madison Bell

DeKalb School District 428 hosted the 2013 Students Involved with Technology (SIT) Conference on Saturday, Feb. 23. The SIT Conference is a technology event in which students in grades 3-12 present, share and experience hands-on technology tools. Over 1,500 students in Illinois participated in the conference at one of 6 locations. DeKalb High School hosted the event for the Northern Illinois area.

With over 150 participants, 80 presenters, and 40 adult volunteers, there were technology topics to interest everyone. Popular topics this year included Lego robotics, iPad Apps, 3D technologies, Minecraft builds, and several types of video gaming tools. Keynote presenter, Anthony Glueck started the conference with a presentation of technology tools that students could use at home and school. He went on to describe how easy it is for them to create with the vast variety of resources that are available to students. He encouraged students to use these tools and share them with the world in a safe manner.

Students that attended the conference were able to experience new ideas and technology tools by attending six different sessions throughout the day. These 30 minute sessions were presented by students in grades 3-12. In addition to the technology presentations, students could participate in the Mystery Challenge, Microsoft Gadget Room, or the Logo Design Contest. Each year a student creates the SIT logo that is displayed on the SIT bag, T-Shirt, and booklet for the following year. The winner of this contest designed the logo for the 2014 SIT Conference theme, Technology in Motion.

New to the event was the pre-conference Minecraft competition. Six students completed the challenge and shared their videos at the conference. In addition, a new Minecraft individual challenge was a popular opportunity that students took advantage of this past Saturday. In this session, students were awarded prizes for the successful build of a historical building in DeKalb, the Ellwood House.

The Conference includes a time for students to enjoy technology and be with friends. A snack and lunch were provided as well as prizes that students had the opportunity to win. Some of the top prizes this year were a Nook, iPods, an iPad, Lego kits, and digital cameras. It was a fabulous day and fun was had by all.

DeKalb High School will host next year’s conference on Saturday, Feb. 22, 2014. For more information, contact Denise Flemming at DeKalb School District 428 and visit the website www.sitconference.org

BOYS HEAD InTO THE 3D TECHnOlOgY lAB

(left to right) Samuel Kolb and nicholas lisa

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We are all becoming more and more graphic oriented. Whether it is on a web site or on a magazine page or driving a car or watching TV, we instinctively search for graphic clues to lead us forward. One result of this trend - actually, I think it is a permanent lifestyle shift - is the increased use of icons.

Icons serve as reference points, as guide posts, and as memory devices. They add color, sophistication, and a sense of stability to designs. This is especially true of web sites. As you flip from one page to another, icons assure you that you are following the right path.

We were recently presented with several challenges that were all solved using icons.

(1) BECKERS, Chicago: BECKERS is a global coatings company and they were in an enviable position – being able to offer several new products to a growing market. Putting them all into one ad created a dense page of type. Instead, we developed icons, each focusing on a specific product benefit. The company is known for its colors (its logo is a rainbow) so we were able to use a bright, contemporary palette.

(2) DEVNET, Sycamore: DEVNET provides integrated appraisal, assessment, collection and e-government solutions designed to empower the public sector user. It is a diverse line of services that needed to be segmented. The solution? Icons! Each icon focuses on a unique aspect of a specific service, and each has a unique color. Together, they create an inviting and interesting overview of a complete product line.

(3) DUKANE CORP., St. Charles: If you think about it, every APP on your phone is represented with an icon. Each summarizes what the APP can do. The APP we created for DUKANE is for calibrating their ultrasonic welder. There are several different aspects of the process, and the APP icons we developed are designed to lead users through each specific calibration step, making it easy for them to keep on track.

(4) UNITED SOYBEAN BOARD, Chesterfield, MO: The brochure we are developing for the Soybean Board summarizes the 300+ billion dollar impact soybeans have on animal agriculture and the US economy, and specifically, in each state. To visually categorize the breakout, we developed icons on which we superimposed the tons of soybeans used. It allows a reader to thumb though the booklet and quickly compare one state to another.

Okay, it’s your turn. Send us a sample of something you use in your marketing, a piece that you believe needs improvement, is outdated, or has failed in the past. Tell us about it. We will do a makeover, and publish the results in the next column. Easy! Just be aware that there are no limitations - we do whatever we believe is the best approach and you might not see it until it is published. If you like what we do for you, you can freely use our advice/design as you wish. So send us your tired, your worn, your out of date. We’ll squeeze as many as we can into every column. To make it convenient, go to www.balcom-vetillo.com/makeover. We set up a form there for sending us your materials. (Don’t worry, no salesman will call.) Thanks!

MArKETIng MAKEOvErB a l c o m - V e t i l l o D e s i g n

MIKE BAlCOM-vETIllO

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MArKETIng MAKEOvErB a l c o m - V e t i l l o D e s i g n

Learning Continued from page 2

It’s our varied programming why LLI is growing in popularity. The next term will run from March 19-May 9, with topics ranging from “Abraham Lincoln’s Spiritual Journey,” to “International Crises,” to “Film Comedy: From Chaplin to Sellers,” to “Finance for Poets.” Those interested in registering or to get more information can access the Lifelong Learning Institute website at www.lli.niu.edu. Yes, we’re on Facebook (Northern Illinois University Lifelong Learning)…and we can even be reached the old-fashioned way, by calling (815) 753-5200.

Most study groups are held in the Holmes Student Center at Northern, and are usually scheduled for Tuesday, Wednesday and Thursdays with both morning and afternoon offerings. Another facet of the Lifelong Learning Institute is a series of one-time, brown bag lectures given during the spring and fall terms, on Tuesdays from 11:30-1 p.m. over the lunch period. They will also begin next on March 19; a full listing is available on the website or by phone.

Brian Fulton, long-time DeKalb resident who retired recently after a 42-year working career at General Electric, has joined LLI’s Outreach Committee, as the organization works to expand our visibility in the business community. Paraphrasing the adage that “life is a highway for learning and the journey, not the destination, is the real reward,” Brian urges others to “take the opportunity to make and renew friendships and exchange ideas through LLI.”

I wholeheartedly agree. Come join us...either as an LLI participant, or by volunteering to share the story of your business or special interest area.

Hotel Continued from page 3

$500,000 for restaurants, gas stations and other convenience businesses in the community.

The primary benefit to the DeKalb market is that the Hampton Inn is regarded as a true business class hotel to serve business travelers and business visitors. We have testimonial evidence from many companies that business visitors frequently book rooms outside the community.

Hopes are that having the Hampton Inn will add room capacity for special events in the community, including accommodations for performers and visitors at NIU athletic events, performing arts events at NIU and the Egyptian Theater, special community events like Corn Fest, and for event planners that book tours into and through the community. Other major weekend users of hotels are the weddings and other major family events throughout the year.

If you have suggestions for retailers that would fit our local market – please call DeKalb’s economic development staff, or send an email to: Jennifer Diedrich, Economic Development Coordinator, 815-748-2365, jdiedrich@cityofdekalb.com, or Roger Hopkins, Economic Development consultant, 815-748-2363, roger.hopkins@cityofdekalb.com.

Congratulations2012 Business of the Year

The Lincoln Inn

2012 Ambassador of the YearJackie DiNatale

2013 Community Pride Award Dr. John Peters

2013 Hall of Fame Inductees Frank Roberts & Jerry Smith

You can fi nd out more information visitwww.dekalb.org or call (815) 756-6306.

If you can add the “.” after the web site address on the bottom that would be great.

2012 Business of the Year – The Lincoln Inn

2012 Ambassador of the Year – Jackie DiNatale

2013 Community Pride Award – Dr. John Peters

2013 Hall of Fame Induct-ees – Frank Roberts & Jerry

Smith

D C B u s i n e s s C o n n e c t i o n s

The e-editions will publish as follows:

March 15th • June 15th Sept 15th • December 15th

Deadline for advertising is 3 weeks before publish date.

For rates or more information, contact

Lisa Angel at (815) 756-4841 ext. 2236 or at langel@shawmedia.com

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Providing relevant information, marketing solutions and community advocacy.

Print

Mobile - Online - Tablet

Specialty ProductsMagazines, Brochures, Folders, Flyers, Direct Mail,

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5 p.m. Dedication

5:05 p.m. DHS Marching Band

5:15 p.m. Recognition Ceremony

5:40 p.m. DHS Choir

6:00 p.m. Ribbon Cutting

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Ellwood House Museum

Opportunity • Innovation • DeKalb

“DeKalb will be recognized for its commitment to economic and environmental sustainability, its

variety of cultural and entertainment opportunities, its regional leadership in educational and medical

resources that welcomes the development of synergistic business enterprises.”

www.cityofdekalb.com

200 South Fourth Street • DeKalb, Illinois 60115 • 815.748.2365200 South Fourth Street • DeKalb, Illinois 60115 • 815.748.2365

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COVER IS A BLEED SEND SEPARATE, SEE TEMPLATE

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Looking ForwardPlanning for Life After 50

Monday, February 27, 2012

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Business is

at theDeKalb County

EXPO!Community

Tues., March 26th • 4pm–7pmSycamore High School Field House

For more information visit SycamoreChamber.com

Beat Spring Break Boredom withFREE food samples from local restaurants,

Fitness Demonstrations, Inflatable Bounce Housesand NIU Athletes!

FreeParking

andAdmission!

Corporate Sponsors:

Media Sponsor:

Business is

at theDeKalb County

EXPO!Community

Tues., March 26th • 4pm–7pmSycamore High School Field House

For more information visit SycamoreChamber.com

Beat Spring Break Boredom withFREE food samples from local restaurants,

Fitness Demonstrations, Inflatable Bounce Housesand NIU Athletes!

FreeParking

andAdmission!

Corporate Sponsors:

Media Sponsor:

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