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Banding Together, Branding Together:

Finding Common Ground Through Regional Marketing.

Moderator: Don McEachern North Star Destination Strategies

Terri Glueck Innovation Works

Chuck Peters Iowa’s Creative Corridor

Carl Graeb CARO Investment Consulting

Cathy Belk JumpStart Inc.

Presenter

Presentation Notes

Might not be what you want it to be or as far reaching, accurate or positive as you would like for it to be – but we’ve all got one.

“Your brand is what they say about you when you’re not around.”

BRANDING IS WHAT YOU DO ABOUT IT.

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We’ve got a little saying for the last 15 years….because Branding has a bit of a branding problem – people just associate the practice with a logo and line. Hopefully by end of our time together today you’ll be better able to articulate the idea of a community brand in a more appropriate context. Branding has to do with reputation. And reputation matters.

The 4 P’s of marketing

Product Place Price Promotion

The 4 P’s of Community Marketing

Politics Politics Politics Politics

The 4 P’s of Community Branding

Passion Passion Passion Passion

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You can’t help but have a passionate relationship with the place you choose to call home Logos and lines don’t create jobs, passionate people do and passionate people who can articulate what is special about a place create more jobs…. community branding is about engaging people who are naturally passionate about your community and giving them a voice to be champions. Not all regional brands are successful – there has to be a naturally occurring economy cluster AND there has to be a naturally occurring cluster of affinity. Why is that important….

In fact, peers are the most credible source of company/product info

73% believe what “a person like me” says about an organization

LEAST CREDIBLE (IN THE US): corporate or product advertising (32% of ages 25-34) SOURCE: Edelman Trust Barometer

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Where do people turn? To peers. 73% of those surveyed believe what “a person like me” says about an organization. This has gone up 10% in one year. Whom do they believe in least? Marketers, corporations, authority, cities, organizations paid to advance an agenda… Think about that: traditional marketing channels - are the least credible source of information for an entire generation of consumers.

http://www.edelman.com/trust/2008/TrustBarometer08_FINAL.pdf

56% of those aged 35-64 and 63% aged 25-34 were “likely to share their opinions and experiences about companies they trust or distrust on the web.”*

*SOURCE: Edelman Trust Barometer

Peer recommendation isn’t just influential. Trust and distrust are widely shared.

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word of mouth has always been highly influential. But now it is also widely shared. Social media and networking allow us to spread our word of mouth influence across geographic boundaries. Our Brand Barometer shows that between 56 and 63% of key demographics were likely to share opinions and experiences about companies they trust or distrust online. If they are neutral they don’t comment – if they are especially pleased OR especially displeased they do And here’s a thought: because of Google’s archiving abilities, these opinions transcend the boundaries of time, as well. So a negative opinion posted in 2005 will be easily found in 2011, long after it’s been corrected.

PLACE BRANDS IN TODAY’S MARKETPLACE

Highly Complex Environment

Highly Complex Product

Communication Communities

Low Control Low Control

Trust Peer Voices Made up of Peer Voices

People are Media Have an Abundance of Passionate

People

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Most places spend the vast majority of their time being reactive to detractors and very little time working to inspire promoters. Instead of just REACTING to displeased citizens –what are we doing to PROACTIVELY encourage, motivate and facilitating positive people – promoters. So how do you do it – well, as you might of guessed from the title – it starts with research

Increased competitiveness, resulting in a positive impact on investment, jobs, inhabitants, visitors and events.

Higher returns on investment in real estate, infrastructure and events.

Coherent city development, as the physical, social, economic and cultural aspects combine to deliver the brand promise.

Pride in the city as the inhabitants, businesses and institutions experience a new sense of purpose and direction.

EUROCITIES STUDY

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The most exhaustive study is from Eurocities – a network organization of 130 of Europe’s largest cities. In 2011, they commissioned a study to examine the benefits of well integrated place brands – those aligned to a common strategy – the results. There is not a simple ROI equation to apply – too many variables. …”It is like a playbook – you still have to have the skill, talent, desire and effort from the team –but without it your not working together like you could” Local government that goes beyond being providers of information and evolves to be developers of preference – are more competitive. How does a community go about getting the talk right on the street? What does the process look like?

A place brand impacts your reputation by…

Gaining a true understanding your communities reputation in a rigorous and scientific fashion Collaborating with business and civic society to agree on a community strategy – a narrative of who this community is and where it is going. Maintaining a steady stream of innovative products, services, policies, initiatives and communications in multiple sectors that demonstrates the truth of that narrative.

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Marketing is demand driven – getting your message to the right people at the right time- Your Brand, at its core, is about place values, which are more philosophical, emotional and less tangible by nature. Places that have a strong sense of community – AND can express what is authentic and distinguishing about their community – are more successful recruiting than those that can’t – recruiting business, talent, investment everything – than those that can’t. Community Branding is providing a playbook for developing an authentic sense of community. Sounds like a lot of works herding some unwieldy cats doesn’t it – is it worth it?

Research

Insights

Creativity

Consumer

Community

Competition

Brand Identity

&

Brand Behavior

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Community’s that align themselves to a common strategy are more successful than those that don’t. How that shakes out in terms of logos and lines – and how integrated they are – who knows – there are a lot of solutions. Start with agreeing on a strategy based on research.

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Columbus, IN Plano, TX Victoria, TX Santa Rosa, CA Arlington, TX Columbus, GA Fairbanks, AK Lake Charles, LA Jackson, MI Fort Collins, CO Killeen, TX Cedar Rapids, IA Anchorage, AK Texarkana, AR Goshen, IN Mobile, AL Beaumont, TX Spartanburg, SC Lima, OH Carslbad, CA (North County, CA)

the region from Cedar Rapids to Iowa City along Interstates 380 and 80 in America’s Heartland

is the conduit for a transformative reaction that sparks knowledge to power, learning to living and dreams to reality

so each individual, each idea, each business and each city is exponentially more successful.

https://vimeo.com/64386807

Regional Marketing IEDC Annual Conference

2013

CONCEPT STAGE SEED STAGE EARLY & GROWTH STAGES MATURITY STAGE

Synch Marketing Objectives To Region’s Business Objectives

Examples of Regional Goals: •Win federal awards that require multiple partners across broad geography

• i6 award o create model for successful university commercialization

• JIAC, AMJIAC awards o access economic gains of tech startups in under-served communities

•Attract investment, media attention to ‘flyover’ region

•Attract & retain talent

Pivoting a City: Can Startups Help More Than Themselves? ALEXIS C. MADRIGALSEP 25 2012, 4:39 PM ET

October 10, 2012 Federal funds headed toward hardware accelerator A partnership between four regional groups landed $1.9 million in federal funding as part of the Advanced Manufacturing Jobs and Innovation Accelerator Challenge.

Corbett, Pennsylvania legislators announce $80 million fund to invest in startups September 27, 2013 12:37 am

We Succeed When Our Partners Succeed

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=YODY51NiVl68OM&tbnid=MDLVBZd0l7Xk9M:&ved=0CAUQjRw&url=http://www.jingdaily.com/in-the-press/&ei=zHNLUtHVKIaY9QTG5YHwAw&bvm=bv.53371865,d.d2k&psig=AFQjCNGekdE1h5rIFZKCXOfq-_jqaUTQ_Q&ust=1380762821968593

http://www.theatlantic.com/alexis-madrigal/

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=Xs8jUUheWMlsCM&tbnid=-VNRXsdfeMMWkM:&ved=0CAgQjRwwAA&url=http://www.svppittsburgh.org/2012/03/2012-fast-pitch-covered-in-the-pittsburgh-business-times/pbt-banner/&ei=zHdLUuWvHYbOyAHEu4GwDg&psig=AFQjCNG2bgAeppShb9LVhzmkNnAmGbvNRw&ust=1380763980537590

http://www.post-gazette.com/

Right Message for the Right Audience

• Prioritize audiences, tailor plan to reach those few • Create and provide unique content

Entrepreneurs across PA get a jumpstart from Ben Franklin Technology Partners Thursday, August 09, 2012 An array of firms across the commonwealth, mostly startups, are beneficiaries of investments made in the last week by The Ben Franklin Technology Partners, Pennsylvania's venerable technology-based economic development programs.

From steel to silicon 01/09/2012 Pittsburgh has transformed itself from a steel city to a tech town, thanks to a strong web of universities, entrepreneurial spirit and good co-operation between public and private entities.

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=iQjFStW9539_gM&tbnid=t1OVtMq9fGKVOM:&ved=0CAgQjRwwAA&url=http://www.netronome.com/pages/2010-News-Archive/&ei=Wn5LUs7oEsG4yQH9roC4Cg&psig=AFQjCNFvCibJFAgBZuqstcNmNwSXMR3RNg&ust=1380765658373366

$1.43 Billion Total follow-on funding for IW seed fund companies since 2000

29 Companies Raised more than $1 million in additional follow-on investment in 2011

75+% Of all IW seed fund companies are still in business after 10 years when on average roughly 1/3 of all U.S. start-ups close by year two1

65% Of all SW PA venture deals from 2007-2012 went to companies that had previously received IW seed funding

Communicate Value • Keep it Short and Visual • Focus Externally

Since IW’s seed fund began, nearly 100 venture capital firms clustered in major financial and technology centers across the country have invested in the IW portfolio

Note 1: Kauffman Foundation, November 2009

Measuring Communications Effectiveness is Measuring Operational Success

Return to regional and organizational goals to establish measurement criteria: • Pipeline for assistance •Diverse funding sources •Economic ROI

o jobs o talent attraction and retention o outside investment

•Policy changes

Questions & Follow-up Terri Glueck [email protected] 412-894-9514

mailto:[email protected]


Finding Common Ground Through Regional Marketing

IEDC 2013

ECONOMIC DEVELOPMENT ECOSYSTEM

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GOAL: economic

development

Entrepreneur- ship

Cluster Development

Workforce Development

Business Attraction

Business Retention/ Expansion

Community Development

• JumpStart & our Network partners (seed funds, incubators, accelerators)

• NorTech • MAGNET • BioEnterprise

• Global Cleveland

• Higher Education

• TeamNEO

• Greater Cleveland Partnership

• Chambers of Commerce

• CDCs • Neighborhood

Progress

2 REGIONAL BRANDING INITIATIVES

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ATTRACTION RETENTION

Initiative 1: Business attraction, expansion and retention

EXPANSION

ORGANIC GROWTH

Initiative 2: High growth entrepreneurship

HOW THEY COMPARE

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Business Attraction/ Retention/Expansion: Cleveland Plus

Entrepreneurship: JumpStart Entrepreneurial Network

Coverage regional regional

Approach collaborative collaborative

Operation one implementation organization funded by organizations across the region

lead organization with multiple partners; funded by one funder

Proof Points advertise elements of the region communicate offerings and successes of partners and their clients

Marketing Mix funded, paid outreach (PR, marketing) largely grassroots

BRANDING TOGETHER: BUSINESS ATTRACTION+

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Goals: 1. Business Attraction 2. National Media Coverage 3. In-region Communication

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Presentation Notes

The Cleveland Plus campaign is the first integrated marketing campaign to put all of the region’s assets together under one brand. Founded in 2006 by the Greater Cleveland Partnership, the effort grew to include Team NEO, the region’s business attraction organization; and Positively Cleveland, the largest convention and visitors bureau in Northeast Ohio. Developed over a full year with input from across the region, the brand name Cleveland Plus was decided and the campaign launched in April 2007. Today, the campaign is housed under Team NEO and governed by a council made up of business leaders, chamber leaders and marketing experts from around the region. CLE+ provides nearly all of the funds for Team NEO’s business attraction efforts. CLE+ provides tools companies to assist in attracting talent. Region’s voice to the national media. Engages community influencers to create good news ambassadors.

CLEVELAND PLUS: PARTICIPATION

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• FirstMerit Corporation • KeyBank, NA. • Welty Building Company • CenturyLink • Squire Sanders

• The Timken Company • Akron-Canton Airport • The Cleveland Clinic • Thompson Hine LLP

The Regional Marketing Alliance (RMA) oversees and operates the day-to-day operations of the Cleveland Plus marketing campaign.

RMA Governing Council

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The RMA is a collaborative organization, working closely with the region's major metro chambers of commerce and governed by a regional council. It has funders, largely corporate, from across the region.

CLEVELAND PLUS: RESULTS

CLEVELAND PLUS: RESULTS

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Touting the region’s $13B in physical development. Getting the good news about the region out through PR and social media. Supporting talent and company attraction efforts of TeamNEO. “Northeast Ohio fairs best of all regions (in its Midwest competitive set) with average tone and coverage.” “Starting a business and visiting here generate the most positive messages for the region.” Prime Research 2012 analysis “Community influencers having a positive outlook for our region’s economic future increased from 33% to 69% between 2010 - 2012.” “Seventy-two percent of Cleveland Plus social media followers pass on CLE+ messaging.”

BRANDING TOGETHER: ENTREPRENEURSHIP NETWORK

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• The Network includes 17 mentors, educators, seed funds, accelerators and incubators

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NETWORK: PARTICIPATION

BRANDING TOGETHER: ENTREPRENEURSHIP NETWORK

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Goals: • Market

entrepreneurship to our in-region community

• Build region’s reputation externally

• Market our

companies to investors

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And we develop and present ongoing networking and educational opportunities covering everything from perfecting investor pitches to the importance of IP and the first-to-file patent law.

70

companies approached the Network for assistance

companies received intensive assistance from Network resources.

“15 Tech Scenes In Places You’d Never Think To Look”

“Cities With The Biggest Growth In Tech Jobs”

“Startup Nation: Ideas and Entrepreneurs On The Leading Edge”

NETWORK RESULTS

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Also trumpets stories of entrepreneurial successes, but does a lot more for education, deal flow, resource awareness, etc.

revenue generated by client companies in 2012

jobs created and sustained by client companies

follow-on capital collectively raised by clients

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NETWORK RESULTS

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• Shared objectives are needed to start

• Have a lead entity or committee that is responsible for raising the money

• Need to have an aligned approach towards funding the collaborative

• Provide considerate communication weight to proof points

• A neutral party doing the work builds trust

• Measuring and communicating results – even if difficult -- is critical

THE TAKEAWAYS

Cathy Belk

216.363.3400

[email protected]

www.jumpstartinc.org

Follow us: @jumpstartinc

THANK YOU

© CARO Investment Consulting GmbH 2013

Banding Together Branding Together

The GRG Approach for the MED TEC INDUSTRY

30 sec

of 13 www.cic-siteselection.com

The GRG – European Approach

David Griggs / Greater MSP Jeffrey Rainey / Greater MSP Carl Graeb / CARO Investment Consulting

Chances:

The North American Market Place (U.S.A. and Canada) is by far the most attractive marketplace for MED TEC companies outside of their European Home Markets.


1 Min


Goal

Approaching German and Scandinavian MED TECH companies in a cost effective and very targeted way. Delivering value added service referring to the business needs of the companies.

Companies Perspective Chance and Challenge in the New World What do companies need?

2 Min



Challenges & Hurdles

Before selling a single device companies have to “overcome” and work with a series of regulatory issues that are very time-consuming and resource consuming

FDA approval and the required product adaption to the North American market regulatory Liability claims and insurance issues Reimbursement policy – How do I get my money? How can we finance MED TEC in North America? Workforce – Skillset – Business infrastructure within the region Proximity of potential and existing business Market information / general and region-specific Market information regarding potential partners and candidates for Joint Ventures or M&A


3 Min


Banding Together

Can an EDO deliver all the necessary information and services the companies need? Never without the right partners on board! Our solution: Banding Together Who are the right partners to band and thus brand for companies´ needs? In the Greater MSP case these are companies that have a strong motivation to establish business with the European MED TECH companies planning to start or expand business in North America.


3 Min


Banding Together

FDA – Specialized service company that provide product engineering/adaption and guide the companies through the whole process Liability claims and insurance issues – Law firms that do understand European perception. Not scaring the decision takers to death. Reimbursement policy – An underestimated but highly important topic. European systems are completely different. Companies do need expert advice and services ? Workforce – Skillset – Business infrastructure within the region Proximity of potential and existing business Market information -general and region-specific Market information regarding potential partners and candidates for Joint Ventures or M&A


3 Min

Presenter

Presentation Notes

FDA (www.namsa.com) Liability claims and insurance issues – (www.fredlaw.com) Reimbursement policy – ( www.Reimbursement-Strategies.com) Workforce – Skillset – Business infrastructure (GREATER MSP and CARO) Proximity (GREATER MSP and CARO) Market information (GREATER MSP and CARO) Market information regarding potential partners and candidates for Joint Ventures or M&A (GREATER MSP and CARO)


NOW WE HAVE SUCCESSFULLY BANDED TOGETHER (after many e-mails, phone calls, meetings, exchange of information, misunderstandings, understandings, lunches, dinners and beers)

HOW AND WHERE DO WE BRAND TOGETHER ?


30 sec


Branding Together


GREATER MSP has established partnerships with regional Scandinavian and German MED TEC CLUSTER organizations and MED TEC Industry Associations. The GREATER MSP European Partners. Where in Europe ? The GREATER MSP European partners are present in all important regions in Scandinavia and Germany. (Norway/Oslo – Denmark/ Copenhagen – Sweden/Stockholm)Germany Southwest – Germany Northeast – Germany Rhine/Main – Germany Southeast

2 Min

The GREATER MSP European MED TEC partners host seminars for their members to provide additional value added service by banding together with GREATER MSP and their partners.


MED TEC market North America

Chances and Challenges – Practical Guide to Success

The GREATER MSP European partners proactively invite their MED TEC industry members to the seminars The GREATER MSP European partners proactively communicate and present the experts that have “banded together” together with GREATER MSP The GREATER MSP European partners organize and host the events/seminars. GREATER MSP and their U.S. partners (FDA – Reimbursement-Legal ) present together at the seminars.


GREATER MSP has banded and branded together with U.S. companies and European Organizations to the benefit of MED TEC companies and to their own benefit.

3 Min


Get into contact with us:

Headquarters (Germany) CARO INVESTMENT CONSULTING GMBH Nimrodstr. 46, 82110 Germering Germany Tel. +49 / 89 / 23 54 62 55 eMail: [email protected]


30 sec

Questions?

Presenter

Presentation Notes



Finding Common Ground Through Regional

Marketing.

Don McEachern

North Star Destination Strategies

[email protected]

615.327.9192

Presenter

Presentation Notes


Download - Banding Together, Branding Together · The 4 P’s of Community Branding . Passion Passion Passion Passion . You can’t help but have a passionate relationship with the place you

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