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State of the Region: A New Growth Curve

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Uniting the region to accelerate business growth. Northeast Ohio Population on ... Sherwin-Williams. Squires Sanders & Dempsey. Team NEO. University Hospitals ... – PowerPoint PPT presentation

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Title: State of the Region: A New Growth Curve


1
State of the Region A New Growth Curve
  • March 27, 2007

Uniting the region to accelerate business growth.
2
Northeast Ohio Population on a Plateau Cleveland,
Akron, Canton, Youngstown, 13 counties
Moodys Economy.com data
3
Regional Population ---A Closer Look at the
Plateau
Source US Census Bureau
4
We are Transitioning to a New Growth Curve
  • Center of U.S. Industrial Boom 1900-1950
  • Created Substantial Community Wealth and
    Cultural/Intellectual Assets
  • Fading of Commodity Mfg Base Mostly Behind Us
  • Value-Added Mfg, Most Productive, Rising
    Exports
  • New Technology-Driven Economy Emerging on World
    Class Assets
  • Resurgence in Entrepreneurship
  • These are Long Waves, Change is Organic
  • Research Triangle Founded 1959
  • Silicon Valley roots 1930s

5
NEO Per Capita Income in Top Third of All Metro
Areas
NEO Atlanta Portland Charlotte Raleigh
6
Todays Agenda The New Growth Curve
  • Whats Hot, Whats New in Northeast Ohio
  • Launch of Regional Marketing
  • Best in Class Marketing Kansas City
  • Business Attraction Progress
  • Ohio ED Plan Lt. Governor Lee Fisher
  • It Takes All of Us The Greater Team NEO
  • Q/A

7
Whats Hot, Whats New in Northeast Ohio
Uniting the region to accelerate business growth.
8
Whats Hot, Whats New
  • TNEO focuses Marketing Attraction

9
Team NEO Marketing Attraction
  • Primary Objective
  • Increase high quality, targeted lead flow for
    Region
  • Associated Strategic Roles
  • Lead regional Economic Development Marketing
  • User-friendly portal for NEO business info
  • Partner with local EDs to get the deal done
  • Develop tools to assist local ED professionals
  • Active voice re status/outlook for NEOs economy
  • Strong voice at Ohio level re ED strategy
    programs

Uniting the Region to Accelerate Business Growth
10
Whats Hot, Whats New
  • TNEO focuses Marketing Attraction
  • Ohio Wins Site Selection Governors Cup
  • Ohio Ranked 3rd in U.S. Business Climate

11
Ohio Wins Site Selection Magazine Governors Cup
"The improved business climate, including last
year's tax reform, has made Ohio a more
attractive place to do business," noted David L.
Swift, president of Whirlpool North America, at
(Whirlpools) expansion announcement in May 2006.
  • Wayne County 2 nationally Micropolitan areas

12
Ohio/NEO Projects over 1 million/50 Jobs/20K sq
ft --Lower, but best in the Nation --Northeast
Ohio needs to pick up the pace
Source Ohio Department of Development
13
Whats Hot, Whats New
  • TNEO focuses Marketing Attraction
  • Ohio Wins Site Selection Governors Cup
  • Investing in Global Business Recruitment

14
Investing in Global Business Recruitment
  • NEO ED Organizations and WTC hosted 22 Chinese
    government officials and 51 business delegates Q4
    2006
  • Global Tech Summit Brought 15 High Tech Medical
    Device Companies to NEO Q4 2006
  • NEO ED and investment groups host 14 Israeli
    Medical IT Companies Q1 2007
  • WTC hosted 9 inbound business missions 2006
  • Outbound missions to Israel, India Mexico,
    Germany led by WTC, Beachwood, Akron, EDOs and
    State of Ohio
  • Cleveland Foundation Approves Grant to Coordinate
    International Attraction Efforts

15
Whats Hot, Whats New
  • TNEO focuses Marketing Attraction
  • Ohio Wins Site Selection Governors Cup
  • Investing in Global Business Recruitment
  • NASA Glenn Wins Space Work

16
NASA Glenn Orion Position Creates More
Opportunities
  • Orion to replace the Space Shuttle
  • Glenn to oversee Design Testing
  • Team NEO, GCP, ODOD seek key tests
  • Plumbrook Station wins 63M investment
  • Space environment testing facility can lead to
    more
  • Glenn recognized as a player in space assets
  • More Orion Potential with Lockheed Martin
  • Additional space programs targeted

17
NASA Glenn Plumbrook (Sandusky) World Class
Technology
  • Multiple unique facilities-- 1 Billion value
  • SPF built for Nuclear Powered Rockets

18
Whats Hot, Whats New
  • TNEO focuses Marketing and Attracting
  • Ohio Wins Site Selection Governors Cup
  • Investing in Global Business Recruitment
  • NASA Glenn Wins Space Work
  • Transformational Activity Across Region

19
Transformational Activity Across Region
  • Cuyahoga
  • 230 million Flats East Bank project underway
  • State Capital Budget assists 1Billion in
    projects, including UHs Ireland Cancer Center
  • Cleveland Clinic first ever Third Frontier
    Mega-Center award, 60 million to establish the
    Global Cardiovascular Innovation Center (GCIC).
  • Akron
  • Universal Tire Molds, owned by South Korean
    manufacturer, Saehwa, moves 150 jobs to Akron,
    builds state-of-the-art manufacturing facility

20
Transformational Activity Across Region
  • Stark
  • Timken to invest 60 Million for Automotive Steel
    Bar Production Facility
  • Rolls Royce Fuel Cell Systems selects Fuel Cell
    Prototyping Center at Stark State for N.A. HQ
  • Youngstown/Warren
  • RMI Titanium Company, one of the world largest
    producers of titanium products in the aviation
    industry is undergoing a 7.5M plant expansion
    which will retain 525 jobs and add 35
  • Lorain
  • Equity Trust Expansion at LCCC Tech Park creates
    70 new jobs
  • Innovation Alliance forms between The University
    of Akron and LCCC to share resources to promote
    economic dev
  • Medina
  • Medina County University Center now underway

21
Whats Hot, Whats New
  • TNEO focuses Marketing Attraction
  • Ohio Wins Site Selection Governors Cup
  • Investing in Global Business Recruitment
  • NASA Glenn Wins Space Work
  • Transformational Activity Across Region
  • Northeast Ohio Wins 800M in Venture and Third
    Frontier Investments

22
Whats Hot, Whats New
  • TNEO focuses Marketing Attraction
  • Ohio Wins Site Selection Governors Cup
  • Investing in Global Business Recruitment
  • NASA Glenn Wins Space Work
  • Transformational Activity Across Region
  • Northeast Ohio Wins 800Million in Venture and
    Third Frontier Investments
  • Fund for Our Economic Futures Advance Northeast
    Ohio Sets Regional Action Agenda

23
Fund for Our Economic Future Advance Northeast
Ohio Action Plan
  • Business Growth and Attraction
  • Workforce Preparation and Educational Excellence
  • Growth Through Racial and Economic Inclusion
  • Government Collaboration and Efficiency
  • Endorsed by Team NEO Board, Metro Chambers,
    public and academic sectors

March 30, 2007, John S. Knight Center, Akron
24
State of the Region Northeast Ohio Economic
Scorecard
Uniting the region to accelerate business growth.
25
Northeast Ohio Gross Regional Product Increasing
26
Industry Sectors Real GRP Growing
Billions
27
Unemployment Rate Improving
28
NEO Total Employment Stable Total Real Wages
Increasing
29
Marketing
Uniting the region to accelerate business growth.
30
Marketing Many Challenges, BIG Opportunity
  • Challenges
  • Small, inconsistent efforts in recent years
  • No regional approach
  • No common image or brand across markets
  • Opportunity
  • External image is neutral (not visible)
  • Many assets to promote
  • Leverage ED, Travel, Business, Attractions with
    common messages
  • Learn from some of the best

Effective Marketing is Critical to be Competitive
31
Best in Class Marketing Bob Marcusse CEO, Kansas
City Area Development Council
32
To View Kansas City Presentation, contact Nina
Holliday at 216.363.5428
33
Marketing Northeast Ohio
Uniting the region to accelerate business growth.
34
Marketing Alliance for the Region
  • Drive Strategic Long Term Marketing for Region
  • Goals
  • Attract Business Investment
  • Attract Visitors/Conventions
  • Attract/Retain Talent
  • Improve NEO Self-Image
  • Unite the Region
  • Strategies
  • Common ED and Travel/Tourism Branding and
    Messaging
  • Leverage State of Ohio Campaign
  • Engage entire region

Increase Awareness and Advance Perception of
Region
35
Assembled Regional Collaboration and Input
Executive Marketing Forum Adopts GCMA 2006-07
  • Top-level marketing executives from many of the
    regions largest corporations and institutions
  • Providing best-practice sounding board, input

Council of Regional Marketers
Media Relations Advisory Committee
In-Region Marketing Committee
Young Professionals Advisory Committee
  • 20 YPs from Cleveland, Akron/Canton, Youngstown
  • Formed 4/06
  • Born from GCMA YP Event in Nov.
  • Eager to inform YP campaign
  • 16 Public Relations Professionals (PRSA Cleveland
    and Akron Chapters)
  • Formed 3/06
  • Business, NPO, academics
  • Bring their local perspectives
  • 14 Media Relations Specialists
  • Formed 2/06
  • Cleveland area, Akron/Canton, Youngstown
  • Industry clusters, attractions, etc.
  • 100 Marketers from across the region
  • Formed 2/06
  • All sectors
  • Providing input to brand development

36
Marketing Alliance Tactics
  • Umbrella brand identity and messaging
  • Research based, regionally inclusive
  • Develop tools for use by local chambers, EDOs,
    CVBs, attractions, businesses
  • Visitors/Convention advertising
  • Business Recruitment direct marketing
  • In-region fact-based campaign
  • National earned media story placement

Increase Awareness and Advance Perception of
Region
37
Media Relations Benefits Entire Region
  • NY Times
  • Filmmakers are saying hurray for Cleveland
    (Sept. 10, 2006)
  • Resurgence in Cleveland
    (Nov. 8, 2006)
  • USA Today
  • Wine industry in unexpected places
    (July 14, 2006)
  • Where will everybody live? Cleveland…a ready made
    city
  • (Oct. 27, 2006)
  • Bloomberg (through CVB contact Nov. 3, 2006)
  • CNN example in progress (Carol Costello -
    shortage of youth in manufacturing and how MAGNET
    is tackling the decline )

38
Excellent Start to Fundraising Must be Broader
and Sustainable
  • Convention and Visitors Bureau of Greater
    Cleveland
  • Cleveland Clinic
  • Eaton Corporation
  • Forest City Enterprises
  • Greater Cleveland Partnership
  • KeyCorp
  • Medical Mutual of Ohio
  • National City Corporation
  • Parker Hannifin
  • RPM International
  • Sherwin-Williams
  • Squires Sanders Dempsey
  • Team NEO
  • University Hospitals

Alliance Budget 2.5 Million
39
Research is Driving Campaign
  • Documented current state
  • Benchmarked best practices
  • Learned from and leveraged OH Brand
  • Gathered input and data from target markets and
    stakeholders
  • Tested creative campaign options with target
    audiences

Exciting Campaign Launch April 26
40
Team NEO Ready with Recruitment Strategy
  • New, better website and materials
  • Building Site Selector relationships
  • Industry events in and out of market
  • Targeted marketing in niche industries
  • Trade Media Relations
  • Customizable collateral for regional use

Getting Northeast Ohio in the Game with Spirit
41
Business Attraction Progress
Uniting the region to accelerate business growth.
42
Business Attraction 3 Year Plan
  • Increase high quality, targeted lead flow for NEO

43
NEO Region Economic Development System
Increasing Local Role
Generate Impressions
Close Deal
Qualify Leads
Qualify NEO
Negotiate Deal
Metrics
qualified leads
short list
Payroll
44
Lead Generators
State of Ohio
Targeted Marketing
Partnerships
45
Partnerships Promote Quality Lead
Generation
46
NEO Region Economic Development System
34 Active Leads
Generate Impressions
Close Deal
Qualify Leads
Qualify NEO
Negotiate Deal
47
13 New Qualified Leads In 2007
NEO Region Economic Development System
Generate Impressions
Close Deal
Qualify Leads
Qualify NEO
Negotiate Deal
Metrics
qualified leads
short list
Payroll
48
3 NEO on Short List
NEO Region Economic Development System
Increasing Local Role
Generate Impressions
Close Deal
Qualify Leads
Qualify NEO
Negotiate Deal
Metrics
qualified leads
short list
Payroll
49
6.2 M New 2007 Payroll
NEO Region Economic Development System
Generate Impressions
Close Deal
Qualify Leads
Qualify NEO
Negotiate Deal
50
Keys to Success Increasing High Quality,
Targeted Lead Flow for NEO
  • Regional Mindset
  • Goal Alignment
  • Working Partnerships
  • Targeted Marketing
  • ED Process Adoption Discipline
  • Transparent Lead Management
  • Value-added Feedback
  • …..2007 is off to a productive start!

51
Ohio Department of Development Update Lee
Fisher Lt. Governor, State of Ohio
52
It Takes An Entire Community
  • Greater Team NEO

Uniting the region to accelerate business growth.
53
Greater Team NEO Pledge
54
State of the Region New Growth Curve Key
Takeaways
  • Transition from Old to New in Process
  • Pro-Active Regional Marketing Underway
  • NEO Economic Development System in Place and
    Projects Pending
  • Sustainability Important Takes Time
  • BIG Team Needed to Accelerate 140 Billion Region

Uniting the Region to Accelerate Business Growth
55
Questions
Uniting the region to accelerate business growth.
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