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HomeMy WebLinkAbout23. 13-182 APRIL 9, 2013 13-182 RESOLUTION (CARRIED ___6-0___ LOST ______ LAID OVER _______ WITHDRAWN_____) AS AMENDED PURPOSE: APPROVE FUNDING FOR OPPORTUNITY OSHKOSH MARKETING PROGRAM FOR 2013 ($25,000.00) INITATED BY: OSHKOSH CHAMBER OF COMMERCE WHEREAS, in November 2012, the Oshkosh Area Economic Development Marketing Group launched a marketing and branding campaign called Opportunity Oshkosh; and WHEREAS, the Opportunity Oshkosh marketing campaign is a collaborative public/private partnership promoting economic development opportunities designed to diversify the economy and enhance the long-term prosperity for the business community and residents of the greater Oshkosh area; and WHEREAS, a budget and spending plan has been developed and presented for 2013-2016; and WHEREAS, the Oshkosh Area Economic Development Marketing Group has requested $25,000.00 from the City of Oshkosh to continue marketing efforts on behalf of the community’s economic development stakeholders. NOW, THEREFORE, BE IT RESOLVED by the Common Council for the City of Oshkosh that the request for funding for the Opportunity Oshkosh Marketing Program for 2013 is hereby approved and the proper city officials are hereby authorized and directed to transfer up to the sum of twenty-five thousand and no/100 dollars ($25,000.00) to the Oshkosh Area Economic Development Marketing Group to support the Opportunity Oshkosh marketing campaign for 2013 subject to: 1. The City of Oshkosh will contribute $1.00 for every $2.00 of funds contributed by the Oshkosh Area Economic Development Marketing Group. 2. The Oshkosh Area Economic Development Marketing Group submits a detailed marketing plan to the Oshkosh City Council 3. The Oshkosh Area Economic Development Marketing Group submits detailed invoices for expenditures for the detailed marketing plan for reimbursement of funds. BE IT FURTHER RESOLVED that money for this purpose is hereby appropriated from: Acct. No. 100-0730-6401-00000 General Fund/Economic Development – Contractual Services Bold & Italics indicates amendment OSHKOSH CHAMBER OF COMMERCE ADvocacy COMMUNITY DEVELOPMENT LEADERSHIP April 3, 2013 Oshkosh City Council City of Oshkosh P.O. Box 1130 I Oshkosh,WI 54903 i Dear Mayor and members of the City Council: On behalf of the Oshkosh Area Economic Development Marketing Group, I am requesting that the City of Oshkosh continue to partner with this group by contributing $25,000 to this marketing initiative. The requested amount is the same as the investment made by the City of r Oshkosh in calendar year 2012. t The attached proposal outlines activities initiated in 2012 relating to the Opportunity Oshkosh campaign and the Business and Industry Cluster A y . nal sis The proposal further outlines plans the i p ro p marketing group wishes to continue in 2013. The Marketing Group consists of stakeholders that have come together to develop, launch and promote the Opportunity Oshkosh campaign and conduct the business cluster study.While the Oshkosh Chamber of Commerce spearheaded the effort through its Board, the Chamber does not have sole ownership of the process. By continuing to fund this effort, our budget allows us to share expenses and maximize our reach to targeted industries (cluster analysis study). Collectively, we have developed a consistent message and brand that functions as an "umbrella" I under which everyone can operate. This umbrella allows members of the Marketing Group to I{ operate on their own behalf and as part of a stronger unified marketing effort. This initiative was always intended to be a sustained effort. Consequently, we are requesting the City of Oshkosh continue its support. I The end goal is to develop and continue to support the marketing group's collaborative I marketing efforts that promote economic development opportunities within the greater Oshkosh I area on behalf of our community stakeholders. E I appreciate your consideration relative to this request. Sin ely, A. Casper President/CEO • no JACKSON STREET • Osxxosf,W1 54901 • 920-303-22.66 • FAR:92o-3o3-2263 • info @oshkoshchamber.com , 02 OrtwiiIy Oshkosh. Opportunity Oshkosh Campaign In November 2012, the Oshkosh area Economic Development Marketing Group launched a new collaborative marketing and branding campaign called Opportunity Oshkosh. The Opportunity Oshkosh campaign was a culmination of two years of planning efforts that included hiring Strata Communications of Oshkosh to assist in the development of the program. Broadly defined, the main goals of the on-going program are to heighten the image and awareness of the Oshkosh area and to promote Oshkosh as an attractive place to locate, grow or expand a business. Along with a new website, www.opportunitvoshkosh.com, a number of promotional videos from key community business and governmental leaders were released, media buys were conducted and new print and digital marketing collateral was developed. The Opportunity Oshkosh marketing campaign is specifically designed to: • enhance and build the image of Oshkosh as a business friendly community • create awareness of business opportunities • promote economic development opportunities • diversify our economic base • promote job and tax base creation, and • enhance the long-term prosperity for the business community The Opportunity Oshkosh campaign was developed and funded by the Economic Development Marketing Group as a long-term, sustainable stakeholder supported marketing effort. The Group consists of the following organizations: • Oshkosh Chamber of Commerce-$25,000 • City of Oshkosh -$25,000 • Winnebago County-$15,000 • UW-Oshkosh-$2,500 • Fox Valley Technical College-$0 • Chamco-$5,000 • Oshkosh Convention and Visitors Bureau -$2,500 • Fox Valley Workforce Development Board -$5,000 • Town of Algoma-$2,500 • Town of Black Wolf-$2,500 • Town of Oshkosh-$1,000 Moving forward the plan is to continue this effort for a minimum of 2013 thru 2016 using a $60,000 annual marketing budget shared among the economic development stakeholders listed above. Phase 1 The initial phase of the Opportunity Oshkosh Campaign included development of materials including brand,web, video, print and social media applications and the launch of the campaign in November 2012, and media expenses (see breakdown). The 2013 campaign continues with the local and regional (Northeast Wisconsin) awareness campaign that features testimonials from area business leaders (print and video) representing the campaign. The business testimonials reinforce the desired image of Oshkosh as a business friendly community. Local & regional advertising is targeted to the business community, with spillover into the local Oshkosh market. Regional advertising will tapers off through the remainder of 2013. As the first phase continues, we will utilize each of the components including more use of social media tools such as Facebook, Linkedln, Twitter and 02 branded email messages. These will be targeted to local businesses, development specialists and site selectors. Messages will be designed to keep our local citizenry and the regional business community apprised of campaign's progress. Phase 1 will also continue to build out the current web platform to include the Oshkosh Chamber's data base of available sites for retail, commercial & industrial prospects. We will also be adding detailed program information from each of the stakeholders that will be of most value to developers and site selectors. Testimonial interviews and video will remain central to the ongoing campaign. A branded trade show booth (portable, hardware & graphics) is also budgeted for use by all stakeholders promoting economic development for the greater Oshkosh area. Total budget for the initial phase (November 2012 — February 2013) of the Opportunity Oshkosh Campaign is$37,480. In addition to the Opportunity Oshkosh Campaign, Phase 1 also included Targeted Industry Cluster Analysis for the Oshkosh area. The Economic Development Marketing Group initiated and funded this Targeted Industry Cluster Analysis. On behalf of the partners, the Oshkosh Chamber applied for and was awarded a $40,000 matching grant from the Federal Economic Development Administration (EDA)to conduct the study. Economic Growth Advisors, along with NorthStar Consulting from Madison were selected to conduct the study on behalf of the Oshkosh economic development partners. The study will identify and consider new opportunities and initiatives to further develop and integrate current initiatives and efforts into one comprehensive Business and Industry Targeting Plan. The goal of the study is to: • further develop business and industry clusters in Oshkosh, Winnebago County and the Northeast Wisconsin region • increase private investment and associated tax base • increase regional business interrelationships and associated supplier network contracting and growth • enhance job retention success and associated capital investment • increase job creation and associated payroll growth • increase local consumer spending Along with market research activities, over 50 in depth interviews with key individuals from the Oshkosh and Fox Valley region will be conducted to gather relevant information on supplier networks and the current business environment. Ultimately, the study will highlight relative strengths, gaps, potential growth opportunities, and challenges of the key business and industry sectors affecting the area economy. Final strategy recommendations and detailed action plans will be supported with the results and findings of the research, which should be delivered in April of 2013. Total budget for the Targeted Industry Cluster Analysis for the Oshkosh area is$80,000. ©2 Osli. Phase 2 Our goal, as we blend from the first to the second phase of the campaign, is to continue our local/regional testimonial messages analyzing and benchmarking the results. We also want to complete remaining elements of the web site (stakeholder needs) and ramp up the branded social media elements of the campaign to lower overall communication costs. Strata Comm anticipates an increase in media costs if/when the campaign chooses to reach specific vertical markets identified in the cluster analysis (i.e., trade associations, trade media, tradeshows and/or related media). Strata Comm has budgeted $15K in 2013 for this purposes. There are a number of ways to evolve the strategy to address vertical market opportunities in both budget and execution. Members of the Economic Development Marketing Group will need to evaluate the results/opportunities that are revealed by the cluster analysis and the anticipated return of investment based on the remaining/available budget. The proposed annual budget for this phase of the Opportunity Oshkosh Campaign is $60,000. Our ability to fully implement this phase of the plan is dependent upon the financial commitment of all of the organizations involved with the Economic Development Marketing Group. 02 Opportwily Oafzk 1. 02 u it( 01;hkOSfr Request for funding: To continue the marketing efforts initiated in 2012 on behalf of the community's economic development stakeholders.We are asking for the same financial commitment from the city of Oshkosh ($25,000). The end goal is to develop sustainable collaborative marketing effort that promotes economic development opportunities within the greater Oshkosh area on behalf of community stakeholders. Attached is a summary of the proposed marketing budget highlighting activities in support the 02 Opportunity Oshkosh communications plan (including ongoing collaboration and financial support from the City of Oshkosh). Proposed 2013 Budget Agency Services: $6,000 Web $8,000 Video $6,000 PR/Social $2,800 Annual Survey $ 1,000 $22,800 Media: Local/Regional $ 11,500 Targeted Industry Advertising $ 15,000 $26,500 Total $52,500 2013 Summary of activities: Most of the materials necessary to launch and create local & regional awareness (Phase 1) of the Opportunity Oshkosh campaign are nearing completion. 2013 funds budgeted to complete agency, web, video projects are as shown, include anticipated costs for ongoing promotional activities such as publicity, branded email and other social media tools. A survey is planned to measure awareness/effectiveness of the campaign. The local/regional print awareness campaign (Phase 1) will run through July 2013. Results from the targeted cluster analysis study will determine the focus and direction of the 02 communications message (Phase 2) for the remainder of the year. The remaining budget will be used to penetrate and build relationships within our"targeted" industries which demonstrate the greatest ROI potential. co Opportunity Oshkosh_ 2014 Budget Agency Services: $ 5,500 PR/Social $ 3,500 Results Survey $ 1,000 Web/Print $ 4,000 Video $ 4,000 $18,000 Trade booth (lx cost) $7,500 $ 7,500 Media: Local/Regional $ 12,000 Targeted Industries $30,000 $42,000 Total $67,500 The trade show booth is a one-time budgeted cost that will be shared among the stakeholders under the Opportunity Oshkosh umbrella for use at local, regional and national trade shows. 2015 Budget Agency Services: $ 5,500 PR/Social $ 3,500 Results Survey $ 1,000 Web/Print $ 4,000 Video $ 4,000 $18,000 Media: Local/Regional $ 8,000 Targeted Industries $34,000 $42,000 Total $60,000 2016 Budget Agency Services: $ 5,500 PR/Social $ 3,500 Results Survey $ 1,000 Web/Print $ 4,000 Video $ 4,000 $18,000 Media: Local/Regional $ 8,000 Targeted Industries $34,000 $42,000 Total $60,000 Summary of activities: With fixed cost items completed, agency fees will have been reduced to managing the coordination of the campaign. The awareness campaign will continue with local/regional media sources; however a majority of budget will be concentrated to media sources that best communicate with our "targeted" industries. Social media and other measurable communication efforts will also evolve toward our targeted industries. The survey measuring campaign effectiveness will become a standard tool used to monitor the growth of the 02 opportunity Oshkosh brand. el Mporhodty Oshkosh.