Monday, February 3, 2014

QOL: Not as Important as You Think?

Even if your parks are really, really awesome

By: Colleen Walton  
Colleen Walton
Account Executive
Brand Acceleration, Inc.

In January, I attended the Indiana Economic Development Course at Ball State University.  The week-long intensive program presented thought-provoking information and fueled vibrant discussions.  It was during a late-morning presentation that I said something so simple and yet, it turns out, quite controversial.  At first, people either argued with me or completely wrote me off; however, many of them came around.  As the week progressed, a number of people pulled me aside and, in hushed tones, told me I might've been right.  One woman even described it as an "aha moment." So, what was it I said?

Quality of life cannot be your competitive advantage.

Sometimes the truth is hard to hear, but it's time to rip off the bandage.  While I do believe quality of life is important, it isn't the thing that'll pique site selectors' interests.  To help explain my point, I'll share the example I gave my classmates. 

Let's say I'm going to buy a car.  I'll start by making a list of all the things I'm looking for in a car.  I have a limited income, so I can't afford anything too outlandish.  I can't afford a lofty car payment, high insurance rates, or to fill by my tank twice a week because I get 11 miles to the gallon.  I'd like something American, black or silver, with a stereo I can plug my iPod into.  As I look at my list, I would then divide it into "wants" and "needs."  I want an iPod jack, but I need to be able to afford to own and operate my car.  Need will create my short list, so I'll pick four or five cars in my price range.  Then, I'm free to choose from that list based on want. 

For the more literal among you, I'll explain how this relates to quality of life and economic development marketing.  Businesses need to be able to afford to do business in an area.  They need skilled workers.  They need to get raw materials in and finished products out.  They want great parks and trails, so your parks can't be your main selling point.  Jim's written about your elevator pitch, and the concept comes into play here, as well.  If a site selector asks you to tell him or her one thing that makes your community great for business and you talk about your vibrant downtown, you may have just blown it.

Businesses see a great quality of life as a want instead of a need because they aren’t planning to bring that many people to your community.  According to the 2010 census, the average American family was 3.14 people; however, a new salsa-making facility (mmm… salsa…) that employs 150 people won’t bring 471 people to your town.  It’ll more than likely bring around 16.  Why is that?  Because the workforce is already there; therefore, the company will only bring a small group (between three and five) management folks and their families.  If your marketing focuses on quality of life, you are wasting time and money preaching to the choir because the employees any new facility intends to hire already live in your area.  You don’t need to tell them it’s a great place to live because they know!  Instead, put your resources into promoting the things that do affect business: location, connectivity, workforce training, utility rates, etc. 

Like the car metaphor, a site selector will narrow down the list of prospective communities based mainly on the availability of sites or buildings that meet the specified requirements, the workforce and education available, and the cost of doing business in the area.  Quality of life begins to play a bigger role once your community is short listed.  After the site selector decides your community makes good business sense, quality of life may become a deciding factor between three communities that are otherwise equal.  When something becomes important so late in the game, it can’t be the focus of your marketing strategy or the thing you lead with in your elevator pitch.  That would be like a car company making a commercial that says, “Buy this car!  It’s a bluer blue than the other guys’ blue cars!”


I would love to hear your thoughts on how big of a role quality of life plays in economic development marketing.  Did this article open your eyes to something you’d never thought of before?  Do you think I’m insane?  Let me know (politely, please?) in the comments below.  When commenting, please keep in mind that I know there are exceptions to every rule.  I’m sure some of you can tell a story about a community that got a huge project because the company’s president likes hunting antelope and that community is the antelope capital of the United States.  That’s awesome, but they’re the exception.

Good Economic News


Here are just a few of the recent jobs announcements that have crossed my desk in recent weeks.

In Elizabethtown, Kentucky, Hendrickson USA, a maker of auto components, will locate a plant and create 75 jobs.

In Boone County, Indiana, retailer Hat World will open a new headquarters and add 758 employees. Congrats to Brand Acceleration client Boone County Economic Development Corporation on a job well done.

In Greenville County, South Carolina, metal stamping company Stueken LLC will expand and create 27 jobs.

Tyco Fore Protection will expand and add 1,300 employees companywide.

Gulfstream Aerospace Corporation will expand in Brunswick, Georgia, creating 100 jobs.

In Indianapolis, Indiana, education non-profit Project Lead the Way, Inc. will expand and create 30 jobs.

In Montgomery County, Pennsylvania, clinical trial provider Blue Bell will expand and hire 250 people.

In East Springdale, Arkansas, NanoMech, a provider of engineering materials will open a new operation and create 50 jobs.

PWC Accounting will expand and hire 14,000 people companywide.

In Kansas City, Missouri, Lead Bank will expand and hire 12 people.

In Tifton, Georgia, pillow maker American Textile Company will expand and double its workforce.

Ceramics maker CeramTec North America Corporation will expand in Laurens County, South Carolina, creating 40 jobs.

In Chicago, Illinois, EquiTrust Life Insurance Company will open a new office and add 200 employees.

Popcorn Sutton Distilling, LLC, a maker of distilled products, has opened a new facility in Cocke County, Tennessee, and will hire 36 people.

In Mecklenburg County, North Carolina, appliance maker Electrolux will expand its headquarters and hire 810 employees.

Electrical products distributor Graybar will expand and add 200 jobs.

In Anderson County, South Carolina, Baldor Electric Company, a maker of electric motors, will expand and create 45 jobs.

Retailer Nordstrom, Inc. will open a fulfillment center in Lancaster County, Pennsylvania, creating 369 jobs.

In Anderson County, South Carolina, packaging company packIQ will expand and hire 50 people.

In Philadelphia, Pennsylvania, technology provider Comcast will build an innovation center and create 1,500 jobs.

Packaging maker InterFlex Acquisition Company LLC will expand in Wilkes County, North Carolina, adding 63 employees.

In Davenport, Iowa, aluminum products maker Alcoa will expand and hire 150 people.

Insurance provider WellPoint will expand and hire 500 people companywide.

Nut butter maker Nutkao USA, Inc. will open a new facility in Nash County, North Carolina, creating 56 jobs.

In Harriman, Tennessee, ArcelorMittal will reopen its facility and hire 61 people.

Food maker General Mills will expand in Cedar Rapids, Iowa and create 41 jobs.

Beretta USA, a maker of firearms, will open a facility in Gallatin, Tennessee, adding 300 jobs.

Tejas Tubular Products, a supplier to the oil and gas industry, will open a facility in Norfolk, Nebraska, and hire 200 people.

JP Morgan Chase, a financial services provider, will expand and create 4,000 jobs companywide.

Boot maker Lifestyle Footwear will expand in Moca, Puerto Rico, creating 182 jobs.

In Henderson County, North Carolina, packing maker ASG will expand and add 50 employees.

In Van Buren Charter Township, Michigan, pharmacy benefits manager MedImpact Healthcare Systems will open a new operation, adding 75 employees.

In Morristown, Tennessee, consumer products company Colgate-Palmolive will open a new plant and hire 75 people.

Intouch Solutions, a provider of services to the pharmaceutical industry, will relocate to Overland Park, Kansas, creating 350 jobs.

Standard Medical Acceptance Corporation, a medical financial services provider, will open a new facility in Chowan County, North Carolina, adding 32 employees.

Food processor Kellogg’s will expand and add 300 employees companywide.

In Pineville, Louisiana, electrical transmission provider Crest Industries will expand and create 90 jobs.

CHOMARAT North America, a maker of building products, will expand in Anderson County, South Carolina, creating 20 jobs.

Outdoor Merchandiser Cabela’s will open a distribution center in Tooele County, Utah, creating 250 jobs.

In Mecklenburg County, North Carolina, automation company Eclipse Automation, Inc. will expand and create 50 jobs.

In Louisville, Kentucky, Ford will expand its truck plant and create 350 jobs.

Gas valve maker Key Gas Components, Inc. will expand in McDowell County, North Carolina, adding 37 employees.

In Lynchburg, Virginia, thermoplastics composits maker Hanwha Azdell will expand and create 33 jobs.

In Davenport, Iowa, agricultural sprayer maker Hardi North America will expand and hire 24 people.

In Greenville, South Carolina, ChartSpan Medical Technologies, a healthcare data company, will open a new headquarters and add 30 employees.

In Erie County, Pennsylvania, food processor Maple Donuts, Inc. has expanded and will hire 60 people.

Total Quality Logistics, a transportation company, will open a new operation in Davidson County, Tennessee, creating 105 jobs.

In Rapid City, South Dakota, Personal Group, Inc. will expand and add 12 employees.

In Virginia, building products retailer Lumber Liquidator will expand and create 250 jobs.

Food Distributor Loffredo Gardens, Inc. will build a new facility in Des Moines, Iowa, creating 6 jobs.

Funai Electric Company Ltd. A maker of inkjet and microfluid products, will open a facility in Lexington, Kentucky, creating 50 jobs.

Plastic products maker Berry Plastics Corporation will expand and hire 336 people in Evansville, Princeton, and Richmond, Indiana.

In Dekalb County, Indiana, metal recycler MetalX, LLC will open a new plant and hire 80 people.

Alion Science and Technology, a provider to the space and defense industries, will open a new operation in Charleston, South Carolina.

In Monroe County, Indiana, AB Bio Technologies, Inc., a maker of products for the drug industry, will expand and add 10 employees.

Financial services provider Capital One will expand and add 2,000 employees companywide.

In Tampa, Florida, BioPharma provider Bristol-Myers Squibb will open a facility and add 579 employees.

In Stanly County, North Carolina, Fiberon, a maker of decking and fence products, will expand and add 25 jobs.

In Chambers County, Alabama, Knauf Insulation reopened its plant, which now employs 120 people.

In Bryan County, Georgia, arms maker Daniel Defense will expand and add 120 employees.

Robinson Laser, a maker of steel parts, will open in Pomona, Missouri, creating 30 jobs.

In Chicopee, Massachusetts, windor and door maker Menck USA, Inc. will open a new operation and hire 50 people.

In Memphis, Tennessee, Conduit Global will open a call center and hire 1,000 people.

In Monroe County, Indiana, TASUS, a maker of auto components, will expand and hire 5 people.

In Carter Lake, Iowa, fabricated steel supplier Owen Industries, Inc. will expand and add 16 employees.

Kilgour Industries, Ltd., a maker of aircraft components, will expand in Martinsville, Virginia, creating 155 jobs.

In Pulaski County, Virginia, firearms maker Alexander Industries will open a new operation and create 64 jobs.

Inventory closeout reseller Olie’s will open a distribution center in Jackson County, Georgia, creating 185 jobs.

In Austin, Texas, cloud service provider athenahealth, Inc. will expand and hire 607 people.

Energy efficiency company Ecosave will open a headquarters in Philadelphia, Pennsylvania and hire 125 people.

In Horry County, South Carolina, brewing equipment maker Accent Stainless Steel will open a new headquarters and hire 65 people.

In Franklin County, Kentucky, Beam, Inc., a distributor of distilled products, will open a distribution center and hire 60 people.


Total Jobs Announcements: 33,166+

Jim Walton
CEO
Brand Acceleration, Inc.
Branding // Marketing Communications // Public Relations
Indianapolis, Indiana: 317.536.6255
Fax: 317.222.1425
Charlotte, North Carolina: 704.230.0394
Atlanta, Georgia: 404.474.7980
Cell: 317.523.7380


  
Brand Acceleration is a full-service marketing communications, brand management and public relations firm with a focus on economic development.