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Regional Marketing in Southeast Minnesota

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Regional Marketing in Southeast Minnesota Regional Marketing in Southeast Minnesota October 2016 A project funded through the collaboration of the Southern Minnesota Initiative Foundation and Community and Economic Development Associates Executive Summary As the region continues to grow in light of public and private economic development initiatives like “Destination Medical Center” which will leverage local and regional assets with health care industry trends and other initiatives such as “Journey to Growth” and “Southeast Minnesota Together” which will leverage regional growth in order to diversify and expand the regional economy, several similarly focused conversations began to occur in different circles throughout the region. These conversations centered on a common question: what does this growth mean for me and my community? In response to this reoccurring question, the Southern Minnesota Initiative Foundation led a collaborative strategic planning session with stakeholders from across southeastern Minnesota to analysis and prioritize possible efforts aimed at building the region as a whole. One of the issues that rose to the surface was the need to collaboratively market the opportunities within the region. Community and Economic Development Associates was awarded a grant from the Southern Minnesota Initiative Foundation to lead a series of discussions with regional stakeholders to identify possible opportunities, as well as foster the region’s natural tendency for collaboration, to better leverage all of the economic development initiatives for the region’s benefit. This document will outline the series of discussions held, the ideas that surfaced, possible courses of action to grow our region. The scope of this project is exploratory in nature and while this study does not itself intend to initiate the implementation of the recommendations discussed, it is meant to provide “from the field” information to larger and more comprehensive economic development efforts to utilize for the benefit of all. Background & Regional Meetings Project Overview Community and Economic Development Associates (CEDA) was awarded a $20,000 grant in the spring of 2015 from the Southern Minnesota Initiate Foundation’s “One Big Idea” community growth initiative that culminated in March 2015. The purpose of the grant was to lead a regional marketing strategic discussion with a variety of stakeholders from across the region in order to better leverage current and projected economic activity. The stakeholders discussed opportunities for collaboration within the region, especially in light of initiatives such as Destination Medical Center (DMC) and Journey to Growth (J2G). DMC alone is estimated to create an additional 35,000+ jobs in the Rochester area and draw an estimated 7 million annual visitors. The project contained three phases: 1. Organization: Research existing opportunities and stakeholders, develop meeting format, set up first series of regional meetings. 2. Regional Meetings: Conduct meetings with regional stakeholders. Assess strengths, weaknesses, opportunities, and threats. Develop better communication between stakeholders. 3. Create Report & Discuss Next Steps: Compile results, finalize strategic plan report, review and discuss next steps with stakeholders, and present report. Regional Meetings Three regional meetings were held in three communities: Harmony, population 1,020, Fillmore County Dodge Center, population 2,670, Dodge County Lake City, population 5,063, Goodhue and Wabasha Counties The communities were selected because of their geographic locations within the region and the availability of space to hold such a meeting. Meeting Format Meetings were designed to elicit reflective responses from stakeholders about topics related to their communities and businesses, and how they would envision positioning themselves given greater opportunities to do so. The underlying assumption of the discussion was that over the next several years the region will experience a steady pace of growth in population and visitors because of initiatives such as DMC and J2G. Based on this assumption, the basic outline for each meeting was the following series of questions: (Italicized comments indicate notes about the preceding question) What brings you here? COMMENT: A basic icebreaking question meant to help the facilitator and others gauge the background and interests of the participants. What excites you about opportunities in the region (short & long term)? COMMENT: Because this project was conceived from dialogue surrounding regional growth, this question is meant to set a gauge on short and long-term, positive, feelings within the region. Setting the scene (imagine that you are…): o A family moving to the area but unsure where to live or what job opportunities are available for the other spouse. o A visitor with limited knowledge of the area looking for entertainment. o A local resident looking for job opportunities, a place to call home, and/or entertainment. COMMENT: At this point of the meeting participants were asked to consider three target audiences; a family moving to the area, a visitor to the area, and a current resident. Participants were also asked to consider future discussion and responses in the context of these three target audiences, in addition to their experience. The purpose of identifying a target audience in this way is to help participants focus discussion on topics relative to the underlying assumption. Participants were asked to consider the needs and perspectives of these audiences. How do we tell our story? o What marketing activities do you engage in currently? . Any past activities? . What are you considering for future use? . Any failures? Success stories? COMMENT: This question is designed to gauge past, current, and possible future marketing strategies that have or will be implemented and their effectiveness. Understanding what has been tried, what has worked or failed, and what future goals are can help assess future strategies. “If money wasn’t an object…” o What could happen? COMMENT: The purpose of this question is to gauge the “big idea” dreams and goals of the group. Even in a visionary planning session, otherwise pragmatic participants might unknowingly limit the scope of their discussion if they know money, politics, etc. are a limiting factor. By discussing big ideas, even seemingly unfeasible ideas, long term goals can be discussed more candidly, barriers can be identified, and realistic strategies to accomplish short and long term goals can materialize. SWOT Analysis – Specific to Marketing our Region o Strengths o Weakness o Opportunities o Threats COMMENT: A longstanding method for strategic planning, identifying strengths, weaknesses, opportunities, and threats from the perspective of participating community stakeholders and how individual responses to each relate to one another and then relate to the baseline discussion questions will formulate the strategic plan. Stakeholder Meetings This section will review the outcomes of the three stakeholder meetings. Each meeting is summarized at the beginning of the subsection with notes from the discussion following. Wrapping up each subsection is an analysis of each meeting’s discussion. Harmony Meeting Summary The following is the summary of the regional stakeholder meeting held in Harmony, Minnesota on October 5, 2015. There were 15 participants representing both public and private interests in Fillmore, Houston, and Winona Counties in Minnesota and Howard County in Iowa. Stakeholders repeatedly returned to tourism and small-town lifestyle as themes during the discussion. Specific takeaways include: 1. Coordination among regional communities will elevate everyone. Direct competition is unnecessary and detrimental to overall regional progress. Because there is limited access to infrastructure, including mass transit and broadband internet, communities should focus on promoting strengths instead of other communities’ weaknesses. 2. Low cost of living and access to scenic land is a unique selling point for residents new to the region. This benefit should also be promoted to retirees interested in an active and outdoor lifestyle. 3. The area currently focuses on two prongs of advertising: day visitors and new residents. Both require different marketing strategies. Bigger picture, the region is situated in a unique geological formation and is known as the Driftless Region; an area of the upper Midwest that escaped glaciation in the last ice age that caused the stunning bluffs, rivers, and valleys found in much of southeastern Minnesota. This very unique feature should be utilized when advertising to both day visitors and new residents. 4. Marketing as a region may be expensive but with a common message and goal, will be productive. Baseline Questions What are the current marketing activities you participate in? Successes, failures? Local travel/tourism guides available online and in physical copy Budget can be an issue, but other organizations can help advertise collaboratively (chamber, tourism bureau, etc...). Advertising to two groups: day visitors and new residents. Both have different marketing strategies. MLS service and realtors are good contacts for potential residents, can work with them to discover what their wants are to develop an effective marketing plan. Get their priorities straight, might get communities to improve in those areas. Niagara Cave markets in a way that does not specify the city it is in, but instead makes it kind of a regional attraction. Makes for
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