marketing your community 45 th annual community betterment conference
TRANSCRIPT
Marketing Your Community
45th Annual Community Betterment Conference
Definition
“Economic development is a process by which a community creates, retains and reinvests wealth and improves the quality of life.”
David Dodson
M.D.C. Inc., Chapel Hill, NC
Economic Development Strategies
Business Retention and Expansion Entrepreneur Development Business Attraction Tourism/Visitor Attraction
Economic Development Strategies (CONT.)
Encouraging additional consumer spending in the community
Seeking public grants and projects Retiree Development/Attraction Retail/Commercial Development Agri-business Development Bedroom Community Development
Community Development Involves all aspects of improving community
organizational capacity, business development, workforce development, development of markets, and investments in infrastructure, downtown areas, gateways, business parks, speculative buildings and/or public/private partnership opportunities. These provide the underpinnings for a strong and vibrant social and economic interaction.
Entrepreneurship Defined Entrepreneurs - people who create and grow
businesses, who perceive new opportunities and create and grow ventures around them.
Entrepreneurship Development - infrastructure of public and private policies and practices that foster and support entrepreneurship.
Why Entrepreneurship?
Entrepreneurs not only start business ventures, but provide vital community leadership.
Locally owned businesses return a larger share of their revenue back to the community.
The Youth Component – For every individual returning to community, population increases by three.
Why Entrepreneurship?
Ultimately, it is the recognition that in the long run your community has to do it itself.
Every community has the means to grow through their entrepreneurs.
Contemporary Economic Development Is board and comprehensive Applies to attracting new enterprises, goods-
producing and knowledge-based In contrast to industrial recruitment, it is
based on knowledge workers and a culture of innovation rather than cheap land and labor
Includes attracting “business anchors” such as senior housing, educational enterprises, and visitors and retirees – less traditional, but effective, ways of increasing the flow of external resources into the local economy.
Realities Sources of new jobs: (Dr. David Birch)
Business Retention & Expansion: 55%
Start-up: 44% Attraction: 1%
There are 300,000 economic development agencies in the US chasing 3,000 deals annually. (Jack Schultz)
Rural America and Entrepreneurship
We see communities and regions… Looking to re-energize economies from
within Mobilizing inclusive partnerships Identifying their assets Engaging youth Thinking regionally Recognizing entrepreneurship as a key
economic development strategy
Economic Development in Rural Communities Traditional ED approaches are not working.
ED programs tend to focus on natural resource industries and industrial recruitment.
Growing awareness that this approach doesn’t work for rural communities.
Growing number of communities are intentionally focusing on entrepreneurship development.
Entrepreneurial Response Create climate and culture in which entrepreneurs and entrepreneurship can flourish
4 organizing principles:o Community-driveno Regionally-orientedo Entrepreneur-focusedo Continuously learning
ExCEED Community Economic and Entrepreneurial Development
ExCEED Is a multi-disciplinary program that cuts across all
Extension program areas and is focused on revitalizing rural economies through alternative approaches to economic development.
Uses an engagement and collaborative learning model to re-energize local economies to build sustainable economies based on the strengths and assets of the local community or region.
Works with community leaders to develop strategies that ensure wealth transfer in rural communities.
Common Community Issues Leadership capacity
Team building Collaboration-building Access to capital (adults & youth) Downtown revitalization School system engagement Research, evaluation & analysis
ExCEED Regional Projects
NW MO
Old Trails
Show Me E!
BYOB
Ozark Heritage
NE MO RBOG
Brookfield
Chariton County
MRH
All Natural
SMEDA
Brookfield Using Home Town Competitiveness approach Community Foundation established Leadership program underway Entrepreneur network Existing business visitation program Provider Network under development Youth entrepreneurship education & mentorship Downtown Revitalization initiative
Brookfield Business Expansion:
43 New Jobs and 45 Retained Jobs $1 million in additional payroll Lease/sale of community’s 10 year old
spec building $2.5 million investment
Mississippi River Hills Missouri Cuisines Project
Marketing region (Ex: regional maps)
Developing Quality Standards and regional label of origin
Restaurants, local and outside the region, are using products grown or produced in region.
Workshops for local businesses Association established Youth entrepreneurship
Purpose
The MISSISSIPPI RIVER HILLS ASSOCIATION (MRHA) works to educate the public about locally produced agriculture products, foods, wines, arts, crafts, sites and services within the Mississippi Hills region in order to protect and enhance these resources for future generations.
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The pilot region was selected by Dr. Barham because of relatively small size, and the existing networks & partnerships
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MississippiRiverHills.org
What the MRHA Does
Promotion Maps (print / online) Product labels Signage and member
designation at businesses Road signs Guide to regional foods Media relations: news
releases, feature articles, magazine articles
Information booths at key events (some we arrange)
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MRHA Coordinator Lisa PalmerBlack and Gold Product Showcase 2008
Extension’s Role
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Deliver / arrange for educational programsTechnical assistance (grant writing, business and
marketing plan development, industry-specific assistance)
Support and guidanceConnection to University and partner resourcesResearch and evaluationSharing the story (newsletter, start-up web site)Financial oversight (transitioning to board)
Ozark Heritage Region
Focusing on youth Engaged 15 of 23 school
districts in Year 1; all 23 in Year 2 Student business competition
15 student-led businesses
Youth will be followed to determine impact of entrepreneurship education on their career/location choices
South Central Career Center, CC Café
ExCEED Program Outcomes Contributions to local foundations and endowments $283,000
Grants received $202,500
Leadership programs/participants 3/67
Youth education events/participants/ businesses started 38/846/22
Training Programs/Attendees 23/255
New businesses started 28
Business expansions 7
New/Retained Jobs 49/45
New Investment $222.67 mill
Local Leverage (volunteer hours) 6038 hours = $103,793.22
* As of June 30, 2007
Terry Hackney
exCEED Program
University of Missouri Extension
211 Gentry Hall
Columbia, MO 65211
Phone: (573) 882-9509
Email: [email protected]
Web: http://extension.missouri.edu/ceed/