Posts Tagged ‘Energize Clinton County’

Is branding important for economic development?

September 23rd, 2010

I believe rural communities need to strengthen their brand as a part of their economic and community development plans.  Too often people see rural communities as places of the past rather than of the future.  We need to change that.

So when I stumbled across an opinion piece offering a contrarian view, I thought I’d encounter arguments I disagree with.  I was right and wrong.

Economic Development should be about economics

Titled “Economic development shouldn’t be about branding Michigan,” the article’s author, George Erickcek, takes a narrow view of branding.  Perhaps the brevity of the article is the cause, but I sense Erickcek sees branding as something one hires an advertising guru to create for you.  Your role then becomes paying someone else to advertise for you.

That aside, Erickcek correctly emphasizes that most businesses choose their locations based on economics.  For instance, a strong community brand won’t help a rural community of 1000 residents recruit a business needing 500 employees.  Nor will a strong brand help if the transaction costs for doing the business in your community are higher than in other locations.

In emphasizing the importance of the economics in economic development, Erickcek argues for increased services communities offer to businesses.  He writes:

“I would spend that last economic development dollar on customized training programs, a business retention call or a business leadership or innovation program, long before I would consider spending it on a branding campaign targeted at a specific industry.”

I respect that argument.  As a fan of economic gardening, I’d like to see more resources devoted to supporting entrepreneurs.  But I don’t think we can completely ignore the impact a community’s identity (its brand) has on its economic growth.

Be a great place to live first

After reading Erickcek’s article, I posted a question to Twitter asking, “Is branding important for economic development? http://bit.ly/cCgGKF.” This led to an insightful Twitter chat with Mark Rembert (@markrembert) from Energize Clinton County.

Mark shared a failed rebranding effort for Flint, MI that centered on the development of an amusement park back in the 1980s.  He then went on to explain that he thinks that too often communities:

focus too heavily looking outward (marketing) for answers to economic development when they should really be focusing on being a great community doing what they do best.”  (I’ve edited the above by expanding abbreviations and connecting tweets.)

He then clarifies in a follow up Tweet:

Perhaps a better way to put it is the best marketing a community can do for itself is to be a great community.”

I like what Mark says because it connects product development (building a better community) with branding.  When communities get the product right they don’t have to spend as much on the advertising required to activate the brand because word of mouth marketing will take over.  (That is a bit of what I meant when I wrote “Is advertising the price we pay for being unoriginal.”)

I’ve argued previously that branding efforts should develop organically; that the effort should be connected to the community’s aspirations for the future, and that actions (on the part of community members) speak louder than words.

I think Mark’s organization, Energize Clinton County, is doing all of the above.  I was reminded of this in an article Taylor Struck, co-founder of ECC, wrote on the Orton Family Foundation blog titled “Greening Local Economic Development.” Although I don’t think they are paying anyone to help them rebrand Clinton County, there’s no doubt in my mind that they are rebranding it.

Wrapping it up

I think Erickcek is correct:  We do need more economics in economic development.  At least if that means providing meaningful help to entrepreneurs.  But we (small, rural communities) also need to strengthen our brands — starting with our product.  And as we do so, we need to empower others to spread the word about what we offer.

Maybe this requires a little outside assistance; maybe it doesn’t. I want to acknowledge that I have been part of several projects that have benefited from working with a branding professional.  Although we felt we knew our brand, we needed some help in communicating it effectively.

But none of the branding would have been effective if we didn’t already know who we were and what we wanted to be become in the future.  And I’m constantly reminded that if we can’t live up to what we say we are, our brand is an empty promise.  And when that’s the case, nobody wins.

Photo Credit;  SeeMidTenn.com (aka Brent’s) – Flickr

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Posted in Community Development, Economic Development, Rural | Comments (7)

Rural Learning Center launches Engage:SD

July 19th, 2010

When I talk to people about rural communities developing a social media strategy, I often have Miller, SD’s Facebook Page in mind.  Over 1100 people have “liked” their page, and people comment on it regularly.

Although one might not notice, the page is administered by the On Hand Development Corporation. It’s a great example of how a rural, nonprofit organization can use a social media platform, like Facebook, to engage people and create a sense of community.   

We’ve enjoyed spreading the news on ReImagine Rural about how Miller and other rural communities (like Ord, NE, and Clinton County, OH) are using social media.  It’s been a good first step in building awareness about how rural organizations and communities are taking advantage of social media. 

But we’ve also been looking for an opportunity to do more.  Today, the Rural Learning Center is excited to announce Engage:SD.

 

What is Engage:SD?

Engage:SD is a “capacity building” project intended to help South Dakota nonprofits learn how to use social media effectively. Thanks to support from the South Dakota Community Foundation’s Nonprofit Enhancement Project, the program is free to all South Dakota nonprofit organizations. 

Here’s how it will work.

First, nonprofit employees, board members, and volunteers are invited to participate in a series of 8 free webinars (view the list of webinars here.)  Intended as an introduction to social media, participants will learn how to engage their constituents with social media. 

Second, participants will learn the skills necessary to operate specific social media tools like  Facebook, Twitter, Flickr, WordPress, and Delicious at a one-day, “hand-on” workshop.  To make travel easier, we’re offering one workshop in eastern South Dakota, and the other in western South Dakota. Dates and locations are still pending.  Participation in the webinars is not required, but it is encouraged.

And finally, we’re offering an opportunity for five nonprofits in the state to receive in-depth technical assistance in developing a customized social media strategy that works for them.  In addition, these five organizations will receive $2500 grants to develop branding materials with branding extraordinaire Bobbie Gaukel of One8y Creative.  Selections of these organizations will be competitive, and nonprofits will be required to provide a $500 match to be eligible. 

 

Stay connected and learn more

People seeking to learn more are encouraged to check out the details at www.EngageSD.com.  The webinar series will begin July 27, and online registration is required. 

If you’ve got questions, Lindsey and Mike are responding to messages sent to engagesd@rurallearningcenter.org, as well as sharing resources on their Facebook Page – www.facebook.com/engagesd.

It should be a lot of fun, and we’re hoping you will participate.

 

Note:  A special thanks is due the South Dakota Community Foundation and the “South Dakota Nonprofit Enhancement Project” for making Engage:SD possible.

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Posted in Community Development, Community Engagement, Economic Development, Rural | Comments (1)

Energize Clinton County props the RLC

August 7th, 2009

I’ve been overcommitted lately and just haven’t had much time to write.  Near the top of my writing “to do” list has been to pass along what I learned from a conversation I had last week with Mark Rembert of Energize Clinton County.  So when Energize CC propped the Rural Learning Center yesterday on their blog and Facebook page, I felt the need to make time for a post.

As readers may know, Energize Clinton County is a grassroots movement focused on reinventing the economy of Clinton County, Ohio aroundsustainable principles.  The effort is being led by two young guys, Mark Rembert and Taylor Stuckert. 

What impressed me most during my phone conversation with Mark last week was his belief that they are making an impact on how young people view their community.  Mark, who is in his mid-twenties, explained people of his generation (Gen Y) are entrepreneurial and want to be a part of something special.  Research backs that up. 

Mark went on to say that they are beginning to see the benefits of this attitudinal change — young people are coming back.  He didn’t offer any statistics to support this claim, and he really tried not to over-hype it.  But I sensed that Mark sincerely felt they have established a beachhead in the on-going battle against young people moving away from rural communities.

So what’s leading young people to change their attitudes about Clinton County if the county isn’t flush with jobs? 

I think there are two reasons:

First, guys like Mark and Taylor are out there talking to their friends about opportunities.  Opportunities to be involved in Energize CC, and opportunities to create their own businesses.  This is significant because Gen Y listens more to buzz generated by their friends than they do promotional websites. 

Second, they are communicating using tools and language that young people connect with. Yes, Mark and Taylor have a knack for being cool, and they are using social media to spread their message to people who live outside of Clinton County.  If rural communities want to keep their young people, they need learn this language and use these tools. 

This is where I think rural communities and organizations in our part of the Midwest need to stand up and pay attention to Energize Clinton County.  It’s also why I feel “the props” should really be going to them.

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Posted in Community Development, Community Engagement, Economic Development, Gen Y, Leadership, Rural, Youth | Comments (0)

Energize Clinton County – Green and Social

July 28th, 2009

Later this afternoon, I’m going to be on the phone with Mark Rembert of Energize Clinton County.  Their mission is to transform the economy of Wilmington, Ohio (and surrounding Clinton County) through the development of a Green Enterprise Zone.  This initiative comes in the wake of economic decline brought on by our country’s recent economic crisis.  The following video captures the human side of the struggles the community is going through.

 

 Watching the video can be heartbreaking.  Real people are facing real problems.  There are no easy answers, and sadly I don’t see a quick fix on the horizon.

The efforts of Energize Clinton County, however, are impressive on two accounts.  First, they have developed an innovative plan based on the development of a Green Enterprise Zone designation.  Second, they seek to engage their community through social media. (They have a blog and Facebook page.)

I’m interested in both, but especially their social media strategy.  The conversation should be a lot of fun.

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Posted in Community Development, Community Engagement, Economic Development, In the News, Rural | Comments (0)