Building the Tech Sector and Tech Talent Attraction€¦ · 2014 Tech Cluster Report •The...

BUILDING THE TECHNOLOGY BRAND OF CHAMPAIGN -URBANA

Building the Tech Sector and Tech Talent Attraction

Local Industry: Market Areas

In October 2011, the CCCEDC and CCRPC completed a study on the Champaign-Urbana MSA compared to 12 Midwest comparable cities

Largest private employment:

1. Retail

2. Healthcare

3. Manufacturing

4. Lodging and food service

5. Science and Tech services

Nonfarm Private Industry Employment

Local Industry: Market Growth

Trending from 2000-2010, shows growth locally and in peer communities in healthcare and technology private sector jobs and declining manufacturing

Healthcare Tech/Scientific

Manufacturing

3,177 fewer CU jobs 2009 - 2001 1,039 more CU jobs 2009 - 2001

1,042 more CU jobs 2009 - 2001

Project 4,276 more jobs by 2040

Tech/Scientific Healthcare

Project 9,542 more jobs by 2040

Highest job growth industries: Healthcare and Tech/Scientific

Local Industry: Growing Income

Develop jobs with strong income potential and professional growth: • Healthcare and technical

occupations have average wages of $34.56/hourly and are higher in Champaign-Urbana than our peer communities

• Champaign-Urbana’s per capita income is only $23,695, with 19% of households below poverty

Local Industry: Target Markets

Target Job Sectors: 1. Large existing

employment base and concentration

2. Job growth trends 3. High wages to

increase income in the community

Professional, Scientific, and Technical Services • Increasing employment pattern, little recessional impact • 1,039 more jobs in 2009 than 2001 • 5th of 11 in number of employees by industry • 7.9% of private regional employment • Projected 4,276 more jobs between 2000 and 2040

Healthcare Services • General increase in employment, no recessional impact • 1,042 more jobs in 2009 than 2001 • Largest private employment sector • 14.5% of private regional employment • Projected 9,542 more jobs by 2040

Community Impact Goals CCEDC Plan Strategies

Increase private employment in Champaign County from 63,000 to 66,000 by the end of 2015.

Attract new private investment of $225 million.

Increase per capita income from $23,700 to $26,000.

Increase private sector influence in EDC by doubling the number of private investors.

Business and Job Growth Business Retention and Expansion

Build and Implement a Marketing Strategy

Tech Strategy: IT, Medtech and Life Sciences

Champaign County Business Market Intelligence Experts Industry roundtables advisory committees

Workforce Development Tech Workforce Unique Strategies

Issue Advocacy: Tech

2013-2015 CCEDC Strategic Plan

2014 Tech Cluster Report

• The University, through the Research Park, hired Business Cluster Development to help with strategic planning and interviews of companies

• Completed an industry cluster analysis for Champaign-Urbana economic potential

• Industry Cluster = geographic concentrations of interconnected companies, suppliers, service providers in a particular sector/industry

• Analyzed strengths and weaknesses of our economy, focused primarily on the tech sector

• Completed 30+ community stakeholder interviews

© Business Cluster Development – All Rights Reserved

Assets & Resources

Collaborative environment

University of Illinois

Technical Talent Pool • Pipeline from the University

• Critical mass of tech companies has been forming

• Trailing spouses: opportunity and challenge

Hospitals

Entrepreneurial Ecosystem

Research Park & Corporate Relationships


Challenges & Opportunities

Retention & attraction of businesses

Capital

Management talent

Airport

Community of a certain scale

Vibrant community

Need to grow startup lifecycle: growing companies from early stage to mature companies

Missing Asset – full-scale medical school/academic hospital

Strong foundation for each cluster & community support


3 Recommended Clusters

Bioengineering & Biomedical, Bioinformatics

Data Analytics &

Management, Computing

Energy


Addressing the Gaps

(1) Foster interconnectedness &

enhance collaboration

• Cluster roundtables/events

• Outreach to community

• Interaction - corporate & startups

(2) Build & attract

business/management talent

• Job portal – MBA program

• MBA Entrepreneur Scholars

• Attract UIUC alum

• Recruitment – alumni; discounted

services; coordination

(3) Enrich technical talent • Coordinated trailing spouse program

• Parkland College

• Professional development certificate

(4) Build cluster identity • Marketing/branding

• Organize & promote clusters


Addressing the Gaps

(4) Increase business activity

• Proof-of-concept

• Faculty entrepreneur track

• Startups by trailing spouses

• Incentivize grad students - ventures

• If create med school…research,

startup programs & attraction

• Mezzanine space

• Attract corporate partners -Research

Park

(5) Build cluster identity

• Marketing/branding

• Organize & promote clusters

(6) Continue to foster a culture of

entrepreneurship

• Recruit entrepreneurial faculty

• Incentivize faculty/grad students

• Institutionalize the culture


Addressing the Gaps

(7) Augment the entrepreneurial

ecosystem & support businesses

in the clusters

• Specialized programs/networks

• Mentorship – Illinois alumni

• Connect tech biz with Illinois’ network

• Campus/community testbed

• Data infrastructure

(8) Increase capital for business

start-up & growth

• Post-seed capital

• Expand Illinois Ventures

• Angel network @ EnterpriseWorks

• Corporate VCs/strategic partners

• International sources

(9) Improve access • Airport

• Rail – Chicago & UIC

(10) Provide leadership • Group to include UIUC, Champaign &

Urbana, business leaders (clusters)


Tech/IT Talent Attraction Roundtable

Met in December 2013 with 20 companies sharing their mutual interest in recruiting more engineering and software talent to CU to fill open positions

Needed: community sales pitch & marketing message for all tech companies to use (marketing pieces, video, tagline/brand, website, and more) Companies all trying to market Champaign-Urbana on their own, like the

Micro-Urban video, but need something more comprehensive

Seeking a job portal to aggregate the tech/professional jobs across CU

Focus on: Quality of life, cost-of-living, alternative tech career lifestyle

Community diversity

Music & arts scene

Qualities/quantity of companies & highlight innovation

CU Love Group: Market our Community

Champaign County EDC

University of IL Research Park

Champaign County Chamber of Commerce

Urbana Business Association

City of Champaign

City of Urbana

Private employers, recruiters

Smile Politely/Pygmalion

Champaign Center Partnership

JSM Development

M2 on Neil

40 North

University of Illinois

[co][lab]

Visit Champaign County

CU Love Group

Group meetings in March, April, and May Worked through ideas, messaging, community brand to help attract

tech and professional talent Bucket lists of what to see and do in Champaign-Urbana Consolidated list of most compelling community benefits and

features to share with outsiders Ideas on how to move forward, led to Elasticity

Elasticity – hired in June by UIRP LLC to provide a

consolidated message Initial meeting with large group, shared ideas and conversations

from CU Love group meetings Met with local tech companies Compiled feedback for ideas, presented to large group (see photo

illustration)

New PR & Branding Campaign

11/17/2014

Working with a broad community group and local tech companies on a marketing strategy to attract talent to our community, create “cool factor”

Hired Elasticity, a PR firm in St. Louis to help with the concept

The Mission 1. Brand CU as a hotbed of

innovation and diversity 2. Attract top talent and

companies 3. Drive economic

development

Feedback Received

11/17/2014

Interviewed Yahoo, Wolfram, Intel, Volition for guidance on their experiences recruiting

GOOD NEWS BAD NEWS

11/17/2014

“You’re Welcome” Campaign

The Premise:

From the MRI, to the web browser and LED technology, the CU community has a rich legacy of innovation that is virtually unmatched. It’s time that CU took credit.

11/17/2014

Remember that MRI that

detects cancer?

You’re Welcome. Another Innovation from Champaign-Urbana

UareWelcome.com

[Insert CU Innovation]…You’re Welcome

11/17/2014

The bravado The campaign enables CU to

“beat its chest” and show

some moxie. It’s this bravado

that will enable the campaign

to stand out from the crowd.

11/17/2014

Marketing Plan

Use both traditional and digital marketing to reach key markets with technology talent such as Silicon Valley, Austin, and other similar sized tech communities.

11/17/2014

STRATEGY Work with CU team to develop detailed strategy including branding, positioning and marketing.

DESIGN Based upon the brand strategy, design the website, materials, and overall look and feel.

CONTENT Ongoing development of content to support the overall campaign including video, collateral, infographics, website, social and more.

PUBLIC RELATIONS

Ongoing outreach to influencers in the technology space nationally and in key markets.

PAID MEDIA Targeted media buys in key markets including outdoor, banners, search and other opportunities.

WEBSITE CU will be responsible for development and maintenance of the website.

Media Plan

Implement a targeted display and native advertising buy targeted to key markets geared to best reach tech professionals

Elevate attention to Champaign-Urbana’s offerings

Flight Dates: 1/15/15 – 4/15/15

11/17/2014

Ability to reach our target audience on sites like these:

Marketing Budget (Draft)

11/17/2014

Community Feedback

11/17/2014

Building the Tech Sector and Tech Talent Attraction€¦ · 2014 Tech Cluster Report •The...

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