Branding Update – Aug. 1, 2011
CREATIVE
The branding initiative is making great progress and exciting things are happing with the Creative component.
We have transitioned from the Research (Science) stage to the Creative (Art) stage, which is much more subjective. The Creative Subcommittee, which consists of Josh Schamberger, Mary Quass, Tysen Kendig (UI), Joel Milefchik (Rockwell), and Ann Ricketts (UI), is doing a great job of working with North Star in refining the names and taglines. Their ultimate purpose is to recommend to the Task Force a final name and tagline, etc based on the brand platform.
Joel Milefchik, the corporate brand manager for Rockwell, has been particularly helpful during this creative process.
North Star’s first set of names and taglines/strap lines presented in March were not embraced by the Creative Subcommittee. After more discussion and input from the Subcommittee, North Star came back with a second set of names and taglines. The Subcommittee met again on July 12 and selected two primary names from the second set. Before they submit their final recommendation, they have asked North Star to apply some graphic development to the two names identified.
I expect that the Subcommittee will meet again in late August after North Star has been able to add those graphic enhancements, and hopefully will have something to recommend to the Task Force later in September.
TIMING
The entire branding process is taking longer than I anticipated, but I am comfortable with the extension. I’d much rather do it right than rush a final recommendation that we aren’t going to be happy with.
There have been several times this year that more information or more clarity on items like the Research or the Brand Platform were needed, which then caused some delays. It is okay, however, because this considerable thought and honest questioning along the way is very healthy and I think only reinforces that this entire branding process, while challenging, is almost as important as the final brand recommendation (i.e. name/logo/tagline, etc.).
After all, we are creating, for the first time, a tangible regional product so there are bound to be challenges along the way.
I will be trying to set up a new Task Force meeting in early Sept. to have us hopefully approve the final recommendation from the Creative Subcommittee.
Draft Regional Plan Released
Following three face to face meetings and additional online discussion, the regional planning work group has released a draft of the Comprehensive Regional Development Strategy. The document serves as a combined Comprehensive Economic Development Strategy (CEDS) and Long Range Transportation Plan (LRTP) for the region, and was presented to the East Central Iowa Council of Governments Board of Directors and Regional Planning Affiliation 10 Policy Committee on 6/30/11 and will be available for public comment until 8/25/11.
Click here to download a PDF of the draft CRDS document.
Please submit any comments or questions regarding the plan to Doug Elliott, ECICOG Executive Director.
Regional Planning Workgroup Meets
Branding Task Force FAQs
1. Where did this initiative originate?
This initiative originated from The Path to Regional Excellence meeting held on Nov. 3, 2009
at Kirkwood Community College. It was hosted by the Corridor Business Alliance (CBA) and Corridor2020.
The meeting attracted over 350 community and business leaders and featured Michael Langley, a regional planning expert, who discussed the qualities of an effective region. Click HERE for a link to his presentation:
Michael Langley’s Five Regional Imperatives/Keys to Regional Excellence:
1). Culture of entrepreneurship & innovation
2). Culture of inclusiveness and diversity
3). Workforce/education
4). Infrastructure (physical, environmental, governance
5). Brand/Image
The event also featured a panel discussion which included Sally Mason, president of the University of Iowa,
and Eliot Protsch, the then-executive vice president, of Alliant Energy, and was moderated by Jack Evans, president of The Hall-Perrine Foundation.
The CBA felt the regional event was hugely successful and decided to use the momentum and success to continue its work.
The CBA hired Michael Langley to return to the region and conduct a strategic planning session on December 18, 2009. More than 30 business and community leaders participated in the session.
The strategic planning session resulted in three key strategic initiatives for the region to tackle over the next three years.
The branding initiative is one of those three initiatives.
2. What are Corridor2020 and the Corridor Business Alliance (CBA)?
Corridor2020 is an informal vehicle to communicate and share information about building a stronger region.
A website www.corridor2020.com was created for this purpose. The idea was a result of collaboration
between Chuck Peters from Gazette Communications/Source Media and John Lohman from the Corridor Business Journal/Corridor Media Group.
The Corridor Business Alliance (CBA) includes 13 organizations in the Cedar Rapids and Iowa City area that were interested in discussing a regional approach to economic development. The work of these groups has evolved into the formation of the Corridor Business Alliance (CBA). Members include Alliant Energy (Lisha Coffey), Cedar Rapids Area Chamber of Commerce/Priority One (Dee Baird), Entrepreneurial Development Center (Curt Nelson), Iowa City Area Chamber of Commerce (Nancy Quellhorst), Iowa City Area Development Group (Joe Raso), Kirkwood Community College (Kim Johnson) , MidAmerican Energy (Greg Theis), Kirkwood’s Small Business Development Center (Al Beach), The John Pappajohn Entrepreneurial Center at the University of Iowa (David Hensley), University of Iowa Research Foundation (Pam York), University of Iowa Small Business Development Center (Paul Heath) and East Central Iowa Council of Governments (Doug Elliott).
The vision of the CBA is to create a vital regional economy through the creation and growth of business.
3. Who is on the Regional Research and Branding Task Force?
a. John Lohman
b.CurtNelson
c. Pam York
d. Dee Baird
e. Nancy Quellhorst
f. Josh Schamberger
g. Marilee Fowler
h. Kelly Hayworth
i. Tim Bradshaw
j. Kristie Wetjen
4. Are there any paid staff on the task force?
No. It is strictly an organization made up of volunteers. The initiative’s finances are being facilitated through Kirkwood Community College.
5. How is the task force organized?
The initiative is chaired by John Lohman, president and publisher of the Corridor Business Journal. The task force meets on an ad hoc basis.
6. How much will this cost?
The cost to hire North Star Destination Strategies for this project is approximately $125,000. That amount does not include the implementation of the regional brand.
7. Which organizations have contributed so far?
The initiative is funded primarily through members of the CBA. Additional local, regional, state and federal support/grant money will be sought to support this effort and the brand implementation.
To date, the following organizations (listed alphabetically) have pledged to support this effort.
1. Alliant Energy
2. Cedar Rapids Area Chamber of Commerce
3. City of Cedar Rapids
4. City of Marion
5. Corridor Business Journal/Corridor Media Group
6. Eastern Iowa Airport
7. Gazette Communications/Source Media Group
8. Iowa City Area Development Group
9. Iowa City Area Chamber of Commerce
10. Kirkwood Community College
11. Linn County
12. Marion Chamber of Commerce
13. MEDCO
14. Priority One
15. University of Iowa
8. Why was North Star Destination Strategies selected as the branding firm and not a local firm?
North Star, based in Nashville, TN, is the only company to combine research, strategy, creativity and action in one program specifically for communities. They have worked on branding efforts with over 130 communities and regions in more than 30 states
9. How long will this process take?
The entire branding process will take approximately 18 months. The initial research phase will took nearly six months to complete.
10. Who provided input into the Research phase of the process?
Over 1,500 people participated in the quantitative and qualitative research phase. The Research phase included one-on-one meetings, phone interviews, small and large groups discussions, and numerous e-mail surveys. Slides from the research can be found by clicking HERE.
11. When will the entire branding initiative be completed?
The branding initiative is expected to be completed by the end of the summer of 2011.
12. How will the brand be implemented?
A strategic plan with timelines and costs for implementing the brand will also be part of the completed project. It has not been completed yet.
13. What will be gained/learned from this initiative? Or what is the goal of this initiative?
A brand is not created; it is discovered within the spirit of a place. Using qualitative and quantitative research tools, North Star will help us achieve a focused snapshot of our region’s values, assets and priorities, which can then be articulated as our “brand.”
We will learn what are the strengths and weaknesses of our region. We will learn what we think of ourselves as well as what people outside the region think of us. We will get a better understand of which regions we compete with on a national and global stage.
Brands uncovered in this manner are endorsed and absorbed by their communities due to their fundamental truth. Because of this, they are exceedingly useful to community leaders in furthering the economic, political and social goals of the region. In other words, an honest, relevant, clearly and cleverly articulated brand can move our community from good to great.
14. Will individual communities lose their own identity in this process?
No. It is the Task Force’s hope that a unified regional brand will help make our region more globally competitive while preserving and celebrating the identities of local communities.
15. Will the new brand be “what we are” or “what we want to become?”
As mentioned in the answer to #9, a brand is not created; it is discovered within the spirit of a place. Using qualitative and quantitative research tools, North Star will help us achieve a focused snapshot of our region’s values, assets and priorities, which can then be articulated as our “brand.”
16. Will the current “Technology Corridor” brand be replaced with the new brand?
Naming options are being considered at this time and both terms of Technology and Corridor are being evaluated. The final naming choice will not be imposed on any organization or entity, but successful regions use a singular name when discussing the region and its assets with both internal and external audiences. Buy in and support will be crucial for the success of the regional brand. North Star’s work will represent the collaborative recommendation (North Star and the Corridor creative committee) and North Star’s expertise as a community branding firm, but our region will have full discretion in naming and implementation efforts.
17. Who will determine what the new name and brand will be?
A Creative Subcommittee has been formed to work with North Star to recommend some
naming and logo options based on the research to provide to the Task Force. The Creative
Subcommittee is comprised of:
• Josh Schamberger (CHAIR) – President, Iowa City/Coralville Area Convention & Visitors Bureau
• Tysen Kendig – VP Strategic Communications, University of Iowa
• Mary Quass – President/CEO, NRG Media
• Ann Ricketts – Associate VP of Research, University of Iowa
• Joel Milefchik – Corporate Brand Mgr., Rockwell Collins
• Pam York – Executive Director, University of Iowa Research Foundation
18. What can I do to help?
Stay informed and provide your thoughts and input to John Lohman, the task force chair, or any of the Task Force members.
John Lohman can be reached at johnl@corridorbusiness.com or (319) 887-2251 ext. 310.
19. How do I stay informed about this initiative?
The best way to stay informed is to keep coming back to www.corridor2020.com for updates.
Creative Subcommittee Formed
The Regional Branding Initiative is transitioning from the Research Phase to the Creative Concepts Phase. A subcommittee has been formed to lead this stage. They include:
Josh Schamberger (CHAIR) – President, Iowa City/Coralville Area Convention & Visitors Bureau
Tysen Kendig – VP Strategic Communications, University of Iowa
Mary Quass – President/CEO, NRG Media
Ann Ricketts – Associate VP of Research, University of Iowa
Joel Milefchik – Corporate Brand Mgr., Rockwell Collins
Pam York – Executive Director, University of Iowa Research Foundation
The Regional Planning Process
On April 7, 2011, more than 100 representatives of private and public sector interests came together to discuss the future of economic development in our region.
Doug Elliott welcomes attendees
The Summit opened with a presentation by Robert Atkinson of the Information Technology and Innovation Foundation, and followed with dynamic, interactive breakout sessions in workforce development, capital formation, transportation, and land use. Presentations will be posted below as they become available.
Dr. Robert Atkinson’s Keynote Presentation
IDOT passenger rail program information
IDOT Transportation PowerPoint
MPOJC Transportation PowerPoint
The public input gathered at the REDS will be summarized at www.ecicog.org/updates. Summit attendees will be contacted again via email to further refine the information gathered and to guide the development of the regional plan. If you would like to be added to the mailing list for this next step in our process, please contact Doug Elliott.
Research Slides
It has been nine months since North Star Destination Strategies was hired to help us articulate our brand promise to the world. Because of that amount of time, it is sometimes difficult to remember where we are in that process. John Lohman has provided an accessible timeline and was able to provide an overview of the original research.
We now are able to post the original research slides, which gives more insight into how we view ourselves, and how others in our region view us. This is the research which will lead us to brand positioning and the first articulation of the brand promise. That work is ongoing now, and should be completed this summer. Until then, please comment on this research.
Related articles
- Community Branding Survey Completed – Results Soon (corridor2020.com)
- Branding FAQs (corridor2020.com)
Regional Economic Development Summit
April 7, 2011
8:00 a.m. – 1:00 p.m.
Kirkwood Center
Kirkwood Community College
Cedar Rapids, Iowa
Who: Individuals and leaders in business, education, and public policy are encouraged to attend this half-day event. If you have an interest in how policies in areas such as transportation, workforce development, land use & development, and access to capital affect the region’s growth and development, you should attend.
What: The Regional Economic Development Summit is a cooperative effort between the East Central Iowa Council of Governments (ECICOG), a public regional planning agency, and the Corridor Business Alliance. These organizations have joined together to create a comprehensive regional development plan. The regional summit is an opportunity for attendees to have real input in guiding and informing the creation of the plan. In addition to keynote speakers, the summit will provide ample opportunity for attendees to share their expertise and experiences and to help shape the region’s future.
When: Thursday, April 7, 2011
8:00 a.m. – 1:00 p.m.
(registration begins at 7:30 a.m.)
Lunch included
There is no cost to attend, but registration is appreciated. To register:
Featured Keynote: Dr. Robert D. Atkinson, founder and president of the Information Technology and Innovation Foundation, a Washington DC-based technology policy think tank will open the summit. Learn more about Dr. Atkinson and the foundation at www.itif.org.
The Regional Economic Development Summit is sponsored by Kirkwood Community College and receives support from the Economic Development Administration.
Innovation Opportunity
Cover via Amazon
This is an opportunity you don’t want to miss.
As we re-imagine economic development, government, health care, education and community life in the age of invention, we can all use new tools and techniques to enhance our ability to innovate.
The Cedar Rapids Area Chamber of Commerce in collaboration with the Corridor Business Alliance will host a regional event – Igniting Innovation in Communities Today, presented by Sarah Miller Caldicott on Tuesday, February 22nd at The Hotel at Kirkwood Center.
“In order to compete in the global, knowledge-based economy we must have an innovative culture,” stated Chuck Peters, Cedar Rapids Area Chamber Board Chair. “Sarah brings great experience, with proven tools and techniques, to accelerate the development of our culture of innovation.”
The great grandniece of Thomas Edison, Sarah Miller Caldicott, has been engaged in creativity and innovation throughout her life. An award-winning speaker, Caldicott will excite with her combination of substantive content and dynamic audience interaction. The audience will learn how they can use Edison’s time-tested methods to create innovation literacy in their organizations and community to develop innovation success.
Caldicott shares her unique legacy of innovation in her book, Innovate Like Edison: The Success System of America’s Greatest Inventor. Based on years of research, Caldicott offers an in-depth view of Edison’s comprehensive innovation approach – an analysis which has never before been documented.
Igniting Innovation in Communities Today is a luncheon event from Noon-1:30 p.m., on February 22. Tickets are $40 per person or $400 for a table of 10. Those interested in attending can get more information or register on-line at www.cedarrapids.org. More information on Sarah Caldicott can be found at www.powerpatterns.com
Related articles
- Get Your Innovation Groove Back: Tips from Thomas Edison (openforum.com)
- The Wizard of Menlo Park (intellectualventureslab.com)
Creating a Regional Plan
“In this new age, we need to think together, to cooperate across city lines and county lines and state lines, looking beyond old rivalries to find common cause in a regional answer to the challenge of globalization.” ~Richard Longworth, Senior Fellow, Chicago Council on Global Affairs, at the 2010 Annual Meeting of the Iowa City Area Development Group, September 2010.
“You got chocolate in my peanut butter!”
Or
How to create a comprehensive regional development strategy
If you believe the old candy bar commercial (and why shouldn’t you?), you can appreciate that, sometimes, the best product might just be the result of the ingredients bumping into each other in the hallway.
The East Central Iowa Council of Governments (ECICOG) is a public, regional planning agency serving Benton, Iowa Johnson, Jones, Linn, and Washington Counties. ECICOG is also designated by the federal Department of Commerce – Economic Development Administration as the Economic Development District for the six-county region. As such, ECICOG is required to prepare and update a regional Comprehensive Economic Development Strategy every five years. Think of them as the peanut butter.
The Corridor Business Alliance (CBA) was formed by local and regional organizations in the Cedar Rapids and Iowa City area that were interested in discussing a regional approach to economic development. The vision of the CBA is “to create a vital regional economy through the creation and growth of business.” One of the group’s objectives toward achieving that vision is the creation of a regional economic development plan. Think of them as the chocolate.
Recently, ECICOG and the CBA agreed to combine their efforts to implement a coordinated, public planning process in order to create a comprehensive regional development strategy. While this didn’t literally occur through some random collision, each organization had embarked on their own process before recognizing the similarities in desired outcomes and the benefits of combining forces—the candy bar.
The centerpiece of the process is a regional economic development summit, sponsored by and to be held at Kirkwood Community College in Cedar Rapids, on April 7, 2011. Prior to the summit, ECICOG will hold county meetings to provide information on the planning process and to seek preliminary input on the planning document (see schedule below).
As the Region 10 Regional Planning Affiliation, ECICOG is also responsible for the region’s long-range transportation plan for a seven-county region including Benton, Cedar, Iowa, Johnson, Jones, Linn and Washington Counties (excluding the Iowa City and Cedar Rapids metropolitan areas). As part of the coordinated planning process, ECICOG will integrate the elements of the long-range transportation plan into the comprehensive regional development strategy to create a unified planning document. The plan will be completed by June 30, 2011.
For additional information, contact Doug Elliott (ext. 122) or doug.elliott@ecicog.org.
Save the dates!
In cooperation with the Corridor Business Alliance, ECICOG is conducting a public planning process to create a comprehensive regional development strategy. Public officials, business and nonprofit representatives, and interested members of the public are encouraged to attend one or more of the meetings/events below in order to participate in this exciting planning process.
Informational Planning Meetings:
February 8
12:00 – 1:00 pm
Monticello Renaissance Center
220 East First Street
Monticello
Presented in cooperation with the Jones County Economic Development Commission
February 16
6:30 – 7:30 pm
Kirkwood Community College
200 West Street
Williamsburg
Presented in cooperation with the Iowa County Economic Development Commission
February 22
3:00 – 5:00 pm
Washington Public Library
115 W Washington St.
Washington
Presented in cooperation with the Washington Economic Development Group
February 23
6:00 – 7:00 pm
Blairstown Community Center
305 Locust St NW
Blairstown
Presented in cooperation with the Benton Economic Development Group
Regional Economic Development Summit
(Watch for registration and agenda details!)
April 7
8:00 am – 2:00 pm
Hotel at Kirkwood Center
7725 Kirkwood Blvd. SW
Cedar Rapids
Sponsored by Kirkwood Community College