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A Three-Year Strategic Plan
By the Rockford Area Economic Development Council
2013 - 2015
VISION
The Rockford Region will be a world-class community in job growth, capital investment, health care,
attraction of talent, educational achievement and personal income growth, while preserving the
quality of life and natural amenities that are key assets of our region.
MISSION
The primary role of the Rockford Area Economic Development Council (RAEDC) is to enhance
wealth creation in the Rockford Region by marketing the area and helping employers retain and
create quality jobs. The RAEDC works closely with many partners to serve as a one-stop resource for
clients, to improve the competitiveness of the region and to engage the community in the work of
economic development.
1
The Challenge
The national buzzword is jobs. Communities around the country and officials at all levels of
government are searching for ways to add jobs and grow the economy. The Rockford Region faces
this challenge as well.
Our region has a plan to grow jobs, and over the past four years – in the face of an
unprecedented global recession – it showed results.
Now is not the time to stop, but to move forward faster. The Rockford Region has funded our economic future through the Rockford Area Economic
Development Council’s Rockforward! strategic plan.
Since 2008, there have been more than 60 projects committed to the region, representing more
than 5,000 new and retained jobs, $265 million in capital investment and 2.8 million square feet of
new or renovated space. Highlights include:
Woodward built a new test facility as part of a $50 million investment at its
campus, the Rockford Area Aerospace Network formed and Embry-Riddle
Aeronautical University Worldwide opened a campus and is expanding the university’s
presence here.
The Connection announced plans to bring 450 new jobs, Financial Management
Systems announced plans to bring 350 new jobs and NCO announced a 400-job
expansion, strengthening the region’s Customer Service Centers cluster.
Ingersoll Machine Tools announced a $5 million investment in a wind-power project
that would bring 200 jobs and Wanxiang America announced a $15 million investment
in a solar-panel assembly plant, raising our profile both in Alternative Energy and in
international business.
The nearly 200 Rockforward! investors played a key role. They included companies, government
municipalities, labor and trade unions, business and quasi-government organizations, educational
institutions and nonprofit agencies. Their investments funded the Rockford Area Economic
Development Council’s efforts to, alongside our region’s economic development professionals and
elected officials, help employers create and retain quality jobs.
Thanks to our investors and partners, we’ve spread the word about
the Rockford Region.
2
We have successfully marketed our hard-working labor force, convenient location and competitive
value of doing business to companies in Illinois, throughout North America and in Europe and Asia.
We’ve also worked with companies and entrepreneurs in our own backyard to connect them with
properties, resources and incentives to help their businesses grow.
Our investors showed bold leadership and kept moving forward in the face of a continued
recession. Their long-range thinking keeps our region top-of-mind with companies looking to
relocate or expand to a new market, and helps those already here to commit and grow.
We have a compelling story to tell, and our investors help us tell it.
But our work is not done. The ongoing economic uncertainty threatens to stall or even reverse our
region’s progress. That is why we are continuing our strategic plan for another three years with
Rockforward!2 which builds on the successes from our first strategic plan and adapts the model for
new economic realities. Our plan continues the focus on helping to create and retain jobs, which in
turn will bring wealth to all levels of the Rockford Region.
We need the private and public sector to stay at the table with us
and continue to implement this plan. The goal is more than just pulling us out of the effects of the recession; the goal is to continue to build
the foundation for our future economic successes. As with the first Rockforward! plan, we will be
data-driven and results-oriented, communicating a clear return on your investment.
We focus the plan on five priority strategies:
The first two strategies – “Targeted Marketing and Recruitment” and “Thriving Business
Climate” – address the importance of making our region a logical choice for business
growth and development by touting our strengths and improving in targeted areas.
These strategies leverage the investments of the public and private sectors to attract
more jobs and wealth.
The next two strategies – “Quality Connected Infrastructure” and “21st Century Talent”
address the key building blocks of economic development – people and place. These
strategies will enhance the quality of the Rockford Region in the eyes of employers,
meet the needs of new and existing companies and attract potential workers.
The fifth strategy – the continuation of an “Emerging Opportunities Fund”
enables leaders from the private and public sectors to join forces and allocate
resources toward forward-thinking, high-impact projects.
Combined, these five strategies will have a tremendous
impact on primary job growth, which will result in achieving
our three-year goal of 4,500 new and retained jobs for the
region.
3
Strategy: Targeted Marketing and Recruitment
Thanks to our investors and partners, the Rockford Region’s brand is recognized around the world.
We’ve built a robust, global marketing database with over 10,000 actively maintained contacts. At
any given time, our staff is working on an average of 65 different attraction and development leads.
We’ve brought in site selectors, Realtors and executives for familiarization tours, while also taking our
message to trade shows, conferences and face-to-face meetings in key markets from Chicago,
throughout North America, to Europe and Asia. In 2010 alone, we brought in 455 people for various
familiarization tours and conducted 271 client meetings, both up sharply from previous years.
We’ve identified these initiatives to keep the Rockford Region’s star rising in the global marketplace:
TARGETED RESEARCH AND MESSAGING
We will build on the successes in our targeted industries to promote the Rockford
Region’s strengths to the right people. We’ve identified our targeted industries as Aerospace, Alternative Energy, Chemical Manufacturing, Customer Service Centers,
Food Processing, Healthcare, Industrial Machine Manufacturing, Logistics, Metals
Manufacturing, On- and Off-Road Vehicles, Professional Business Services and
Rail-Related Manufacturing. To ensure we focus our resources correctly, we will
continue to use the best industry research available. With that data, we will craft our
messaging appropriately by targeted industry and further raise our credibility with
decision-makers. Those efforts will position the Rockford Region as the best solution for
their companies.
CONSISTENT PENETRATION IN TARGET AUDIENCES
We will also make sure our message is heard clearly and regularly so that the Rockford
Region has top-of-mind awareness among site selectors, developers, corporate
decision-makers and foreign-direct-investment opportunities. We will use our new,
leading-edge contact management database to develop an unrivaled network of
prospects. We will enhance our presence at trade shows, conferences and industry
gatherings, building relationships and recognition. We will implement best practices in
Internet and new media marketing to provide clients with up-to-date information on
opportunities in the Rockford Region. We will continue to partner with other regional
groups, such as the I-39 Logistics Corridor Association and Supplier Excellence Alliance
to promote the Rockford Region.
4
5
Strategy: Thriving Business Climate
Since most job growth comes from the expansion of existing companies, we will continue to link our
business community’s needs with solutions and opportunities. Thanks to our investors and partners,
we’ve helped local businesses with more than 30 expansion projects adding 1,800 jobs and helped
other businesses retain more than 1,500 jobs. We’ve strengthened international relationships through
consulate visits, Go Global conferences and trade missions. We’ve connected local supply chains
through matchmaking events with major companies. Our Business Retention and Expansion team
has conducted more than 360 Voice of the Customer interviews as well as other calls and meetings
to keep a finger on the pulse of our business community.
We’ve identified these initiatives to further improve the Rockford business climate:
GROWTH PROGRAMMING
We will help local businesses identify and connect with the resources they need to
grow. Building on the success of the Rockford Area Aerospace Network, we will
launch other industry clusters in our targeted markets. Organized clusters help similar
businesses connect to supply-chain opportunities, advocate for industry-specific
needs and attract other firms. We will also coordinate with other organizations, such
as the Illinois Small Business Development Center International Trade Center of the
Rockford Area, U.S. Department of Commerce Export Assistance Center, the Illinois
Small Business Technical Development Center (SBTDC) and the Illinois Procurement
and Technical Assistance Center (PTAC) of Rock Valley College – to provide seminars,
workshops and one-on-one consultations to help businesses increase their exports and
gain government procurement opportunities, as well as programming geared toward
small businesses. We will also work with the Northern Illinois Minority Companies
Association (NIMCA) to promote its contracting, networking, educational and
financial programming for minority- and woman-owned businesses.
BUSINESS MATCHMAKING
We will help local companies connect with potential business opportunities and
elected officials. Building on the success of supplier symposiums with Boeing, GE
Aviation and Navistar, we will sponsor similar events for a range of industries. We will
also develop capabilities, tools and events to help local companies engage in
business-to-business relationships. We will continue to support regular discussions
between employers and elected officials, such as the popular Coffee Talk series.
RETENTION VISITS
We will be aggressive in our business retention efforts, learning what our employers
need in order to be successful and then proactively connecting them with resources.
We will utilize a comprehensive database of companies in our region to learn where
our retention efforts can have the greatest impact. We will also call on corporate
headquarters to identify ways to assist local operations with expansion and retention
opportunities.
Strategy: Thriving Business Climate (Continued)
REGIONAL ENGAGEMENT
Because our economy is regional in nature, it is important that all players be on the
same page. We will continue to engage our elected officials at the local, state and
federal levels to both advocate for Rockford Region businesses and promote key
economic development legislation. We will engage and equip local business and
civic leaders from every segment of the community, including a focus on
understanding the experiences of minority- and woman-owned companies.
INNOVATIVE ENTREPRENEURIAL NETWORKS
We will build on the successes and learnings of EIGERlab – our one-stop entrepreneur
support center – to develop and celebrate new job-creators in the Rockford Region.
We will conduct a boot camp program to develop new start-up and early-stage
companies. For new start-ups or subsidiaries of international firms, we will offer a “soft
landings” incubator to help them sell in the U.S. marketplace and employ U.S. workers.
For existing growing companies, we will develop a second-stage
entrepreneurship center with focused programing. We will also offer industry-specific
accelerator programs and develop diverse peer roundtables and networks. We will
connect new and growing companies to financial resources to help secure their
future.
6
Strategy: Quality Connected Infrastructure
We understand that economic success is built on more than individual businesses. To achieve
growth, a region needs quality infrastructure – not only transportation, utility and technology
networks, but also industrial and commercial properties, amenities to attract workers and a plan for
all of these pieces to work together. Thanks to our investors and partners, we developed and won
approval for the first Comprehensive Economic Development Strategy (CEDS) for Boone and
Winnebago counties. We aligned a three-state transportation plan through Tri-State Alliance annual
summits. We also promoted industrial park development and the use of incentives to municipal
officials and developers.
We’ve identified these initiatives to further improve the Rockford Region’s economic infrastructure:
COMPREHENSIVE PLAN FOR GROWTH
We will work with our partners to implement projects in the CEDS, as well as refine and
add high-impact projects as identified. This plan engages leaders from throughout the
region, fostering collaboration and ensuring good value for public resources. We will
promote job and wealth creation to our elected and appointed leaders at all levels of
government, leveraging more resources for the region.
INFRASTARUCTURE LINKS TO CHICAGO AND THE WORLD
We will build on one of our regional strengths – strong road, rail, air and information-
technology links to Chicago, the rest of North America and the world. We will
cooperate with our partners to advocate for projects that further improve those links,
and identify solutions for the gaps that exist. We will promote development of industrial
parks and redevelopment of underutilized properties to provide room for business
growth. We will strengthen our growing international connections through promotion of
Chicago Rockford International Airport, our Foreign-Trade Zone, export resources and
foreign direct investment incentives.
ADVANCE THE URBAN EXPERIENCE
In order to attract talented professionals, we will work with the City of Rockford and
other municipalities to renovate and transform underperforming downtown spaces.
We will build on the success of Rockford City Market to use entrepreneurial energy to
augment public dollars.
PRUDENT INCENTIVE POLICIESAND BUSIENESS FRIENDLY LEGISLATION
Through research and networking with the business, development and public-sector
communities, we will identify best practices to ensure the Rockford Region’s
competitiveness. We will be a voice for job and wealth creation to legislators.
7
Strategy: 21st Century Talent
The jobs of the future require educated and skilled workers and, for the Rockford Region to be
economically competitive, it must stop the bleeding of talent. Our call continues to be to attract,
retain and develop the talent that will fuel our economic future. Thanks to our investors and
partners, we initiated the Attracting and Retaining Talent to the Rockford Area (ARTRA) Steering
Committee that produced LiveBig Weekend and spurred the IGNITE young professionals
organization. We coordinated the Rock the Air community campaign to attract an Embry-Riddle
Aeronautical University residential campus to the region. We also were a founding partner of
Alignment Rockford, an innovative and collaborative framework for improving Rockford public
schools.
We’ve identified these initiatives to further improve and expand our workforce:
GROW
We will continue to support Alignment Rockford and other initiatives to improve our
region’s schools and develop the workers of the future. We will foster collaboration
with the business community to provide hands-on training and experience for our
students. We will build on the momentum of the Embry-Riddle campaign to promote
and expand higher education opportunities to retain homegrown talent.
ENHANCE
The Rockford Region has long been known for its work ethic and its sizable workforce.
We will collaborate with other agencies on education and training opportunities to
provide our workers with 21st Century skills. We will also identify ways to increase the
diversity of our workforce, including promotion of entrepreneurs and business owners
representing every part of our community.
RECRUIT
Using the enthusiasm of existing young professionals such as our partners in Next
Rockford, we will conduct targeted recruitment of talent from outside the region. This
will include development and promotion of our urban amenities and quality-of-life
attributes, communication of career opportunities and marketing of success stories.
8
Strategy: Emerging Opportunities Fund
This is your chance as a public or private investor to make your mark on the community’s future. Our
Leadership Council is a broad-based group of our top-tier investors who helped start projects that
couldn’t have started otherwise. Thanks to their time and effort, we’ve invested nearly $700,000 in
key regional initiatives, including:
Renewable energy solutions at Freedom Field,
Improved educational opportunities through Alignment Rockford and charter schools
in District 205,
The creation of a downtown redevelopment plan led by Rock River Development
Partnership,
Connecting employers to interns and recent college graduates with the Rockford
Area Career Clearinghouse,
Increased regional government advocacy and lobbying efforts through the Regional
Director of Government Affairs,
Leadership of the Rock the Air community campaign to attract an Embry-Riddle
Aeronautical University residential campus here.
We plan to continue identifying and engaging such initiatives through investor leadership with these
proven guidelines:
Projects to move and shape public opinion on critical issues relating to the region’s
capacity to grow, such as infrastructure, education funding or other public-policy
opportunities.
Focused efforts to remove stubborn or difficult barriers to growth.
High-impact projects that capture the community’s imagination and enhance quality
of life for the entire region.
By investing at the Leadership Council level, you can help
decide what key projects will be funded and plant the
seeds for our economic future.
9
Measuring Our Success
Rockforward!2 is a data-driven, results-oriented plan. We will use the following measurements,
gathered from respected government and private-sector sources, to report to our investors, adjust
our strategies where needed and celebrate our victories.
Our primary focus is job creation. Rockforward2! will continue the momentum of Rockforward! in
getting the Rockford Region to work. Over the first four years of Rockforward! our efforts have
helped businesses create and retain approximately 1,350 jobs per year. Our goal for Rockforward!2 is to exceed that and help businesses create and retain 1,500 jobs per year for a total of 4,500.
Another goal is for the Rockford Region to exceed state and national trends in job creation, as well as exceed the Illinois Department of Employment Security’s job-growth projection for the region of
0.64 percent per year.
We will also track investment by companies in our region in terms of capital expenditures and
square footage. Our goal is to exceed our Rockforward! averages of $82 million and 770,000 square feet per year.
We will also track several secondary measures to get a full picture of how the Rockford Region is
doing.
Our goal for the region’s Gross Metropolitan Product (now approximately $12.5 billion per year) and exports (now approximately $1.24 billion per year) to increase at a faster rate than state and nation-
al levels.
We will also look for an increase in our region’s Innovation Index, which now sits below the national
average, and in entrepreneurship, particularly companies moving into Stage 2 of growth.
We know a key to adding jobs is to increase the supply of land and buildings ready for
development.
Finally, we will also track internal RAEDC measurements. Our goal will be to continue the trends of
Rockforward! and increase website visits and our Voice of the Customer surveys each year.
10
From Our Investors
Thank you to the RAEDC for featuring our company
in your recent Developments newsletter. We really
appreciate your support. We are hopeful that this
story will end with a sale for us and a cost savings and
streamlined process for our client.”
- Kerry Frank, CEO, Comply 365
“It is with the greatest sincerity that we convey
our gratitude for the RAEDC’s sponsorship of the
Rockford Aerospace Delegation to the NBAA Show.
Our gratitude extends even further to the RAEDC’s
clear understanding of its mission and its passion,
competence and success in carrying out that
mission. We are proud to be an RAEDC investor
and privileged to be part of a community in which
an organization such as the RAEDC exists and
operates.” - Ron Gustafson, President, Clinkenbeard
Call to Action - Invest in the RAEDC
Today’s economy presents both challenges and opportunities. Much work remains to be done. We
must continue to help local companies become global traders. We must promote the region’s
compelling attributes to attract investment. We must enhance our region’s capacity for
development. And, perhaps above all, we must continue to strive for excellence in our educational
system. Together, we can build a better, stronger, more sustainable economy. Together, we can
create the future we want now.
For more information on becoming an RAEDC Investor, contact Mary Cacioppi, Director of Investor
Relations at 815-969-4259, or by email at [email protected].
11
12
2012 Board of Directors
Executive Committee
Chairman of the Board:
William C. Roop, Alpine Bank
Vice Chair:
Joel Sjostrom, Sjostrom & Sons, Inc.
Treasurer:
Immediate Past Chair:
John Chadwick, WREX-TV
Directors at Large:
Dr. William Gorski, SwedishAmerican Health System
Andreas Schell, Hamilton Sundstrand
David Schertz, OSF St. Anthony Medical Center
Leadership Council Chair:
Steve Ward, Riverside Community Bank
Business Attraction Solutions Team Chair:
Steve Bois, Rockford Area Association of REALTORS
Business Retention & Expansion Solutions Team Chair:
Gary Marzorati, William Charles Ltd.
Business & Community Relations Solutions Team Chair:
Linda Gerber, Rock River Valley Blood Center
Rockford Area Aerospace Network Chair:
Jeff Kaney, Kaney Group LLC
Mayor Lawrence J. Morrissey, City of Rockford
Chairman Scott Christiansen, Winnebago County
Janyce Fadden, Rockford Area Economic
Development Council
Ex-Officio Voting
Mayor Dale Adams, Village of Rockton
Dr. Jack Becherer, Rock Valley College
Einar Forsman, Rockford Chamber of Commerce
Steve Graceffa, Rock River Water Reclamation
John Groh, Rockford Area Conv. & Visitors Bureau
Frank Haney, Next Rockford
Mayor Dave Krienke, Village of Roscoe
Mayor Darryl Lindberg, City of Loves Park
Dr. Martin Lipsky, U of I College of Medicine
Bharat Puri, Greater Rockford Airport Authority
Mayor Tom Strickland, Village of Machesney Park
City of Rockford Liaisons
Alderman Bill Robertson
Alderman Carl Wasco
Directors
R. Richard Bastian, III, Blackhawk Bank
Edward C. Berg, First Northern Credit Union
Jerry Busse, Rockford Toolcraft, Inc.
Paul Callighan, ComEd
J Chapman, Maverick Media
Rena Cotsones, Northern Illinois University
Pamela S. Fox, Hinshaw & Culbertson LLP
Darrin Golden, IBEW / NECA
Greg Graber, WIFR-TV
Thomas Green, Barrick, Switzer, Long, Balsley
& VanEvera
Michelle Janke, BMO Harris N.A.
Gary Kaatz, Rockford Health System
Kent Kohlbacher, Associated Bank
Jeff Layng, JP Morgan Chase
Brad Long, Building Trades/Project First Rate
Dr. W. Stephen Minore, Rockford Anesthesiologists
Associated, LLC
Fran Morrissey, The Morrissey Family Businesses
Ed Munguia, Stillman Bank
Paul Nicolosi, The Buckley Companies
Sagar Patel, Woodward
Mark Peterson, CherryVale Mall / CBL & Associates
Properties
Bharat Puri, First Rockford Group
Peter Ricker, Rockford Register Star
Senator Dave Syverson
Glen Turpoff, Northern Illinois Building Contractors
Association
Dave Whitmore, IronWorkers Local Union 498
Concentric Rockford, Inc.
Ex-Officio Nonvoting
Reid Montgomery, City of Rockford
Sue Mroz, Winnebago County Regional Planning
John Phelps, Rockford Local Development Corp.
Jeff Polsean, State of Illinois
C. Mark Williams, Growth Dimensions of Belvidere
& Boone County
David Young, Northwest Illinois Development
Alliance Executive Director
Village of Roscoe Liaison
Planning and Zoning Administrator Sheryl Crowley
Winnebago County Liaisons
County Board Member Frank Gambino
County Board Member Gary Jury
815.987.8118 www.rockfordil.com [email protected]