New Directions

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New Directions
October 27, 2006 Atlanta, Georgia Eileen Walker
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Outline
ONE Survey Methodology
TWO Common Themes
THREE Whats Works Well What Could Be
Improved

FOUR Branding
AURP NEW DIRECTIONS
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AURP New Directions
SWOT
Membership Survey
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Survey Methodology

• Raleigh Participants Surveyed
• BioParks Participants Surveyed
• Online Survey
• Regional Meeting Discussions
• One-to-one interviews

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Survey Themes

• Major Benefits of AURP
• Mission Statement
• Important Elements
• Branding

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Major Benefits
Most Important to Members
BEST PRACTICES (68)
NETWORKING (84)
STATISTICS (61)
WEBSITE
CONFERENCES 3 NATIONAL PER YEAR REGIONALS
PRESENTATIONS CONFERENCE HOSTS
How we deliver
ONLINE DATABASE
PARK SURVEY
NEWSLETTER ARTICLES
EMAIL
MANAGED LISTSERVE
ECON IMPACT ANALYSIS
SALARY SURVEY
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Mission Statement

• To promote the development and operations of
  research parks that foster innovation,
  commercialization and economic competitiveness
• Current mission statement above chosen at random
  by majority of respondents
• Second highest choice garnered 24

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AURP New Directions
SWOT
What AURP Does Well, and Areas For Improvement
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Strengths

• Networking Opportunities
• Very positive and supportive culture
• Members sharing expertise one-on-one
• Conferences
• Well-organized, well-presented, well-attended
  conferences
• Source of Comparative Data
• Metrics
• Exchange of Ideas
• Exchange of Best Practices

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Areas for Improvement

• Improve Programs
• More current topics and diverse speakers
• More boomer park issues
• More interactive, relevant and open discussions
• Upgrade delivery mechanisms
• Website should offer more data and services
• Communication should be more timely and relevant

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Areas For Improvement

• Enhance member services
• Expand information available outside of
  conferences
• Improve public awareness of research parks

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Time of Opportunities

• New focus on importance of knowledge creation
• Competitiveness, outsourcing and loss of
  manufacturing
• Critical issues needing technological solutions
• Political support for parks is on upswing
• Globalization
• Enhanced opportunities, enhanced competition
• Strong international push for new research park
  development

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Globalization Elements

• Internationalization
• Universalization
• Westernization
• Expanded Free Trade

the encyclopaedia of informal education,
http//www.infed.org/biblio/defining_globalization
.htm
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Globalization

• the increasing interconnection of
• economic and cultural life in
• distant parts of the world
• Gray, J. (1999) False Dawn. The delusions of
  global capitalism, London Granta. 262 pages
• Reproduced from the encyclopaedia of informal
  education, http//www.infed.org/biblio/defining_gl
  obalization.htm

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Globalization So What Is It?

• A massive growth in social connections unhooked
  from territory
• A profound change in the way we experience
  place
• Reproduced from the encyclopaedia of informal
  education,http//www.infed.org/biblio/defining_glo
  balization.htm

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AURP New Directions
SWOT
Into the Future
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The Evolution of Research Parks

• Research Parks Realize Their Founders Vision
• To Expand beyond the Physical
• along the Research Park Continuum

All About Buildings and Real Estate
All About Research and Programs
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Strategic Areas of Focus

• Helping our Parks Build
• On what the Market will be in the
• Future
• Not in the Past

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AURP To Be The Source

• Professional Development
• Research, Information Analysis
• Best Practices
• Stakeholder Outreach Advocacy

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Professional Development

• Enhance opportunities for education
• Current topics and diverse speakers
• Mature park issues
• More interactivity
• Upgrade electronic delivery mechanisms
• Improve website to offer more data and services
• Make all communication more timely and relevant

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Research, Information Analysis

• Greatly Enhanced Statistics
• Experienced Park Director on Staff
• Resource for Existing Parks
• Park Planning
• Strategic Initiative Implementation
• New Member Bulletin Board

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Best Practices

• New Document Library
• Contracts
• Agreements
• CCRs
• Sample Job Descriptions
• Sample Request for Proposals
• Continuous Improvement

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Stakeholder Outreach and Advocacy

• Enhanced interaction with policy makers
• Enhanced communication with stakeholders
• More public relations
• Formal relationships with complementary
  organizations
• Enhanced emphasis on opportunities of
  globalization

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SWOT
AURP New Directions
Branding
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Branding Issue
First Create Value Then Communicate Value
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Naming our Structure

• Association picked up a 85 approval rating
• Others queried
• Council (2)
• Society (0)
• Institute (7)

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Our Icon

• Current Logo

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A New Tagline for AURP
Members Contributed Dozens of Suggestions
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New Logo and Tagline
And Our New Logo and Tagline is
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New Logo and Tagline
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New Logo and Tagline

• Red symbolizes innovation
• Subtle AURP acronym
• Suggesting the power of knowledge, the graphic
  represents white light as a metaphor for new
  directions

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New Logo and Tagline

• Intersecting rays of light
• represent the synergy of intersecting interests
  and ideas, sharing of information, and AURPs
  interconnectedness
• Creating Communities of Innovation
  communicates instantly what AURP accomplishes

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New Logo and Tagline

• 1986 AURRP sets the path for community-builders
  worldwide
• 2006 AURP Continues Its Leadership in
  Knowledge-Based
• Economic Development

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Eileenwalker_at_mac.com