03-01-2017
SOUTHEAST VOLUSIA MARKETING INITIATIVE
STRATEGIC MARKETING PLAN
SECTION 1. Purpose and Scope
Purpose and Scope of Marketing Initiative
Description of Our Local Economic Community
Mission and Vision Statements
SECTION 2. Competitive Assessment
SWOT Analysis
SECTION 3. Economic Development Opportunities and Targets
Selection Criteria - Desirability, Compatibility and Resources
Suitability of Available Sites
Business and Industry Opportunities and Targets
Methodology
SECTION 4. Strategic Goals and Action Plan
Goal 1. Establish the Organizational Structure
Goal 2. Review and Revise Strategic Marketing Plan
Goal 3. Develop a Regional Identity and Brand
Goal 4. Develop a Professionally produced website along with other Social Media and
Create Detailed Marketing Products Focused on Value Proposition
Goal 5. Establish a Collaborative Approach to Prospect Relations
Goal 6. Build a Positive Relationship with Landowners, Industrial Developers and
Commercial Brokers
* Action Items with time frames are included in each goal section
SECTION 1. PURPOSE AND SCOPE
Purpose and Scope of Marketing Initiative
Southeast Volusia County is a region that is geographically, economically and socially
connected through common commercial, institutional, cultural and recreational resources. There
is one beach, one high school, one hospital, one college, one inlet, one Intracoastal Waterway,
one Mosquito Lagoon, one Flagler Avenue, one Canal Street, one Chamber and the largest
contiguous industrial area in Volusia County. The three cities in the region are truly dependent
on each other and together, they are one economic community. Separately, each city faces major
challenges in recruiting companies that provide high paying jobs, but together, many of those
challenges disappear.
When businesses are considering a community to build or re-locate a facility, they are
most interested in those factors that will lead to financial success. In addition to the resources
that directly affect the success of a company such as a qualified workforce, infrastructure, capital
costs, and the regulatory climate, many indirect factors such as schools, healthcare, housing,
cultural, recreational and other quality of life issues are also important. The quality of the local
community is far more important than city boundaries.
The governing bodies of the Cities of New Smyrna Beach, Edgewater and Oak Hill have
each recognized the importance of working together in a unified marketing effort and as a result,
passed resolutions supporting a regional initiative to create a strategic marketing plan and
definitive brand for economic development in Southeast Volusia County. The resolutions state,
rketing plan and brand for Southeast
Volusia, with an emphasis on manufacturing, technology, and value added businesses that would
development of the strategic marketing plan for the Southeast Volusia Marketing Initiative.
Description of Our Local Economic Community
Southeast Volusia
Location:
Southern area of Volusia County adjacent to the Brevard County line, NASA and
Kennedy Space Center (KSC)
Who Are We?
A world class destination for surfing (National Geographic) and art (Atlantic Center for
the Arts) and Red Fish fishing in Mosquito Lagoon
Home of two STEM schools. 1. Edgewater Public, the first elementary school in the
State of Florida to become STEM Certified. 2. Burns Sci Tech Charter School is already
partnering with NASA Speakers Bureau Resource
Amazing local restaurants for foodies and everyone looking for unique dining
experiences, and many independent shops
Quality of Life Abound with Outdoor & Arts activities, beach, river, paddling trails,
biking trails, Atlantic Center for the Arts (ACA), the HUB, art galleries and weekly
events abound on our lovely, quaint downtown districts
A HUB for Manufacturing in Volusia County, including
Over 1,000 jobs in boat manufacturing
60 jobs in composite manufacturing
Steel company in Oak Hill
Positioned to attract aerospace supplier companies connected to NASA & KSC
Southeast Volusia
Transportation:
Airports We have Executive Access
-up to Daytona
Massey Ranch Airpark
Tully RV (Private) Airstrip
Blue Ridge Flightpark (Private) Airport
I-95 exits
SR 44 connection to I-4
US 1
Rail
Close Proximity to deep water Port Canaveral (90 miles)
IntraCoastal Waterway
60 miles from Orlando International Airport
15 miles from Daytona Beach International Airport
Plenty of traffic arteries and connectors with improvements coming
We Have Ready Sites:
Edgewater: Largest contiguous industrial zoned area in Volusia County with ParkTowne
Industrial Center and surrounding corridor along Park Avenue. Current city-wide available
inventory includes 11 industrial buildings from 1,700 sq. ft. to 47,000 sq. ft. with additional
Industrial growth opportunities at I-95 (sewer & water avail)
Oak Hill: 10 available properties available including Southeast Volusia Business Park with 50
acres Industrial Zoned and the Unitan property with 415 acres Industrial property with close
proximity to KSC off of Highway 3 and US1
New Smyrna Beach: Building inventory available includes several warehouse/industrial
buildings up to 22,000 sq. ft; and vacant industrial and commercial lots varying from 1 acre up to
9 acres and larger tracts of land on SR 44 at I-95.
Common Programs and Goals
New Smyrna Beach and Edgewater City Commissions have each adopted new Economic
Development Plans. All three cities are focused on attracting Aviation and Aerospace
Equipment, Supplies, Service, Supplies and Technologies to Southeast Volusia with a
joint marketing campaign.
Southeast Volusia is uniquely positioned to attract aviation related industries to its
business parks and general aviation airport. Currently, working together to bring more
aviation and aerospace opportunities by working with our partners at with Daytona State
College (DSC), Embry Riddle Aeronautical University (ERAU), and University of
Central Florida (UCF)
skilled workforce is compatible with new technologies available through ERAU because
the skill set from the marine industry transfers over to automotive and aviation.
Brownfield grant partnership to redevelop industrial sites
New Smyrna Beach and Edgewater have city property tax exemption programs
The three cities are active partners with Southeast Volusia Chamber of Commerce, Team
Volusia, Space Florida, Career Source, SCORE, Small Business Development Center,
Volusia County Economic Development Division, Daytona State, UCF, Embry Riddle,
and Bethune-Cookman
Southeast Volusia Economic and Demographic Overview
Detailed economic and demographic information concerning the three cities of Southeast Volusia
(Edgewater, New Smyrna Beach and Oak Hill) primarily comes from the U.S. Census. Due to
led into the Deltona Daytona Ormond Beach MSA.
Consequently, more valid detailed information on the area is difficult to come by.
and housing prices have been increasing. We are also seeing new business investment come into
the area. From an educational attainment perspective we also know that most residents have not
obtained a college degree. Residential permit data shows both Edgewater and New Smyrna
Beach to be growing rapidly according to Volusia County statistics.
Trends that appear to be true. Median Income has risen slightly in our area according to Volusia
stry
share f the value of goods and services produced (GDP) has increased substantially since 2012
(in excess of 11%). Employment trends in the MSA indicate an increase, however at a slowing
rate in 2016.
From a more antidotal perspective, the national rate of those unemployed or underemployed is at
all time highs. It is unclear how much of this issue impacts Southeast Volusia or Florida as a
whole, but it is likely this factor in here also. This might indicate that those seeking improved
job opportunities would be abundant. However, we know from speaking to local manufacturing
and specialty business that they are finding it difficult to hire qualified persons. We also know
that these industries are growing and may be able to grow even more if qualified hires were
available.
spectacular growth. However median income in Southeast Volusia is on the low side and
improvement in this number may hold the key for the area to move past its historic retail oriented
business climate.
Mission and Vision Statements
Mission Statement
:
Our Mission is to brand, market and promote Southeast Volusia as an attractive place to
do business with an emphasis on manufacturing, technology and value added industries.
Vision Statement:
Southeast Volusia is recognized globally as competitive, business friendly economically
strong community with a high quality of life.
SECTION 2. COMPETITIVE ASSESSMENT
In order to evaluate the competitiveness of Southeast Volusia, the strengths, weaknesses,
opportunities and threats (SWOT) need to be identified. As part of the SWOT analysis, input
already provided their input as shown below. Once input is received from the business
community, a final SWOT analysis can be developed.
STRENGTHS
1.Location: Southeast Volusia is located between Embry-Riddle Aeronautical University
and the Kennedy Space Center, well-positioned to serve the aviation and aerospace
industry. Close Proximity to Commercial Spaceport at Kennedy Space Center.
2.Transportation
a.Easy accessibility to I-95, I-4, Ports in Jacksonville (Jax) and Port Canaveral, Rail
Florida East Coast Rail (FEC), Intracoastal waterway, Atlantic Ocean, Airports
(Sanford-Orlando, Orlando International Airport (OIA), Daytona Beach
International Airport (DBIA), New Smyrna Beach Airport)
b.Room for capacity
3.Quality of Life
a.
b.Outdoor Recreation (parks, beaches, river, East Regional Rail Trail, biking trails,
paddling trails, fishing, hunting, Canaveral National Seashore, Eldora, Seminole
Rest, Historic Museums)
c.Special Events consistently
d.
e.Specialty Shopping & Retail
f.Affordable Living
g.Southeast Volusia has been one of the county-wide leaders in new residential
construction in the last several years a preferred area for growth. Many new
residents bring business experience and connections that can be valuable for
economic development.
h.Tourism is a key economic driver for the area. People who vacation here, often
end up moving their business here.
4.Available Land
a.Largest continuous Industrial zoned area in the County including Park Ave,
ParkTowne Industrial Center, Massey Ranch Airpark
b.Southeast Volusia Business Park
c.415 Acres Located Close to 3A & US1 Intersection (Unitan Property)
d.New Smyrna Beach Airport & Industrial Area
e.Land near I-95
f.Residential development opportunities available, some with existing entitlements.
5.Education
a.5 College / Universities in the County positioned to partner (Embry Riddle
Aeronautical University, Stetson University, University of Central Florida,
Daytona State College, Bethune-Cookman College)
b.Edgewater Public Elementary School first elementary school in the state of FL
Engineering Standards: collaboration, critical thinking, creativity, and
communication while exploring Science and Engineering Practices.
c.Burns Sci Tech Charter School
i.Partnership with Southwest Airlines with Pilot Jeff Loche: Adopt-A-Pilot
Program (6 weeks class taught once each week by a Southwest Airline
pilot, 5th grade).
ii. Partnership with the Spruce Creek Fly-
- provide an Aviation Career Day, Fly-
program for student at the school
iii. Partnership with the NASA Speakers Bureau Resource: Engineers,
scientists and other professionals who represent the agency are scheduled
to speak to our students on a regular basis.
d.school, New Smyrna Beach High School, Pathways
to Academies through Advanced Placement Program, students are able to earn
college credit at over 3,000 colleges and universities.
i.Academy of Veterinary Science
ii. Medical Academy
iii. Academy of Engineering
iv. Culinary Academy
v. Academy of Entertainment & Sports Marketing
vi. Criminal Justice Academy
6.Health Care Availability
i.Florida Hospital New Smyrna
ii. Florida Memorial Hospital Health Park
iii. Florida Health Care Plans
iv. Halifax Health
7.Organization
i.The Southeast Volusia area is served by one chamber of commerce, the
Southeast Volusia Chamber of Commerce since 1926.
ii. All three Southeast Volusia cities have approved a resolution to market
SE Volusia for Economic Development.
WEAKNESSES
1.Housing
a.Lack of inventory of more attainable, more workforce and more high-end housing
needed.
2.Infrastructure
a.Need enhancements to the usability of corridors and connector roads
b.Some areas of Southeast Volusia lack consistent connectivity to Water & Sewer
c.High Speed Fiber Optic Communication / Internet Connectivity
d.Expensive and difficult for land owners to construct infrastructure
3.Workforce
a.Availability
b. Skilled Labor Needed
4.Lack of Public Transportation
a.Votran bus routes take too long, times are limited, routes back home are
difficult
b.Commuter Rail unavailable in region
5.Traffic Arteries and Connectors Need Widening to enable large tractor trailer traffic
to traverse safely to Industrial Zoned areas
6.Lack of Technology
a.High Speed Fiber Optics not yet available
b.Area is not known as a technology region even though NASA & KSC to the
south and ERAU in Daytona Beach
OPPORTUNITIES
1.NASA / Kennedy Space Center new strategic plan to open the doors to allow private
companies to provide private space transportation services.
2.Strong Collaboration between the cities and the county
3.Largest Industrial Zoned Area or Center in Volusia County
4.Workforce
a.Skill sets created in marine industry are similar to automotive, aviation and
composites
b.Diversity growing multi-ethnic population within the county available for
workforce
5.Water Front Properties Available
6.New Community Redevelopment Districts
7.The new Brannon Center is a civic center to serve SE Volusia County with a location for
business meetings and conferences.
8.SE Volusia has opportunities to grow its cultural arts assets to add to the arts, music and
theatre.
9.The acquisition of Bert Fish Medical Center by Florida Hospital to create Florida
Hospital New Smyrna brings growth opportunities in health care.
THREATS
1.At the current time, neighboring areas are ahead of SE Volusia in the number of existing
aerospace companies.
2.Changes in the political climate and / or land use restrictions could deter economic
development efforts.
a.Proposed Federal regulations (e.g. substantial minimum wage increases, comp time
requirements) could deter business expansion efforts
1.Limited Funding for Capital Improvement Projects
a.Water
b.Sewer
c.Roads
d.Storm-water
2.Environmental Factors
a.Mosquito Lagoon
Business Leaders Roundtable Forum
Methodology
Eighteen businesses participated in the Business Leaders Roundtable Forum held at the Chamber
of Commerce on February 2, 2017. The forum was staged as using the structure of an S.W.O.T.
(strengths, weaknesses, opportunities and threats) to analyze the competitiveness of the Southeast
Volusia region for tech, manufacturing and value added businesses in the area. The participants,
representing the tech, manufacturing and value added businesses in Oak Hill, Edgewater and
New Smyrna Beach were divided into two groups. The sessions were facilitated by Rick Hawes
and Carlos Giraldo, both volunteers of the Southeast Volusia Chamber of Commerce and
members of the Board of Directors.
Results
Both groups had commonalities and divergent views. The following are observations made by
participants.
weakness
A major or challenge to the Southeast Volusia region is lack of access to skilled labor.
Both groups also echoed concerns regarding the local environment, environmental activists,
environmental regulatory delays in permitting, and the general misconception by the public that
manufacturers have a harmful impact on the environment.
threats
Lack of skilled labor and the environment were considered major to Southeast Volusia.
Additionally, it was noted that a threat to growth is the unfair government competition with
private enterprise to promote industrial properties, the ad valorem (tangible) property tax and the
lack of incentives available for the manufacturing sector.
On the other side of the coin, both groups agreed that the location and the quality of life is a
strength
major competitive to Southeast Volusia. It also has access to a variety of colleges, an
excellent transportation infrastructure, a large amount of land that has already been zoned as
industrial and the cost of both purchasing and developing land is generally lower than in other
areas within Volusia County.
opportunities
In effect, the Southeast Volusia region has various in building its competitive
advantage over other areas by simply streamlining the permitting process, closing the job gap by
training a skilled force or having the ability to access a skilled workforce in West Volusia
(extend SR 442 to SR 415), establishing a relationship between local tech, manufacturing or
value added businesses with Embry Riddle Aeronautical University and creating a T.I.F. (tax
incremental financing) incentives similar to the North Brevard Economic Zone.
SECTION 3. ECONOMIC DEVELOPMENT OPPORTUNITIES AND TARGETS
Once the Competitive Analysis has been completed and accepted by the various
stakeholders it will play a key role in the process of determining the targeted industries. If a
competitive weakness exist in a defined geographical area that would make it impossible for an
industry to succeed or function, it will obviously not be identified as a target. The process of
selecting the targeted industries will need to not only take into account what the local community
desires, but also what we have in our community that prospects find attractive. The community
may want a certain type of industry, but due to geographic or other limitations, that industry may
find it unlikely that it will succeed. This is why an honest assessment in developing the
Competitive Analysis is so critical to success. Based upon an analysis prepared by Site
Selection Group on behalf of Team Volusia, certain industries emerged as being more likely to
have a good fit in Volusia County than others. The staff of Team Volusia made a Power Point
presentation to the Southeast Volusia Marketing Initiative (SEVMI) Executive Committee at its
January 26, 2017 meeting suggesting which types of businesses might be good targets. As the
regional SWOT analysis for Southeast Volusia becomes more refined, the Strategic Marketing
Plan should identify specific industries that will be targeted.
Business and Industry Opportunities and Targets
Selection Criteria - Desirability, Compatibility and Resources
P
rovided by Team Volusia
Methodology
The Cities of New Smyrna Beach and Edgewater have recently adopted Economic Development Strategic Plans.
The Southeast Volusia Chamber of Commerce has offered to work with the leaders in Oak Hill to help the City
create an Economic Development Strategic Plan. In addition, Team Volusia has adopted a study of target
industries (dated December, 2015) and a "Strategy for Success" (dated January, 2017) for their County-wide
recruitment efforts.
These plans and reports, as well as additional material from sources including the International Economic
Development Council (IEDC), are the basis for this section. This section will be amended and refined once the
competitive analysis is completed. The competitive analysis will provide information on site selection factors
and compare the merits of those sites versus the sites in Southeast Volusia.
Site Selection Basics
The IEDC manual entitled "Economic Development marketing and Attraction" lists the "Local Factors that
Influence Location Decisions", as follows:
- Access (proximity) to customer and supplier markets
- Access (proximity) to, and quality of, transportation system - roads, rail, freight, airports, ports
- Access to business and profession services (eg accountants, lawyers, lenders)
-Availability of suitable, affordable and "ready" land and facilities
- Environmental condition of the land
- Business climate
-Availability and cost of financial capital
-Image of the community: beliefs and impressions that an individual has about a community. The role of the
marketer is to determine the image of the community, understand how it impacts marketing efforts for the target
industries, and bring facts and perceptions about the community into congruence. (Note: the material gathered as
a part of the Southeast Volusia Advertising Authority (SVAA) marketing study, and the earlier Volusia County
Tourism Study (2013), may be helpful here.)
- Incentives
- Labor Force quality, productivity, cost and availability
- Level of unionization
- Quality of life: education quality, housing, cost of living, commuting, climate, crime rate, health
facilities, and recreational and cultural opportunities
- Regulations: environmental, workers compensation, zoning
- State and local government attitude toward business
- Taxes - sales, property, corporate and personal
- Telecommunication system
- Utility capabilities and rates
In addition to these general factors, there are "industry specific factors" as well. The industry specific factors
may include:
- Specific labor force skills required
- University access and Research & Development (R & D) activities
- Telecommunications infrastructure
- Low business costs
- If an international company:
- The presence of another company in the area from that country is a plus
- Concerns for the receptivity of the community to an international company
Opportunities
Marketing involves three activities:
1. Knowing your product
2. Knowing your customer
3. Knowing how to reach your customer with a message that solves a problem for the customer and
compels them to action - the desired action being to by our product.
Customers
One of our customer sectors is Aerospace as noted above in the list of targeted industries for over 5 years
Kennedy Space Center (KSC) has been planning to open its launch pads for use by private companies, and
recently a private company was hired by NASA to deliver a payload to the international space station.
Newspaper articles (copies attached list a number of aerospace companies that have expressed an interest in
using Kennedy Space Center launch facilities. Blue Origin is now constructing a building in the industrial park
within the KSC: 17 acres under roof! Blue Origin had looked at property in Southeast Volusia - Oak Hill -
before deciding to locate in Brevard County.
The attached articles list a number of companies who have expressed an interest in using the KSC launch
facilities - these and other companies provide and quick list of prospects for sites in Southeast Volusia.
Product
A review of sites listed on volusiasites.com, the New Smyrna Beach Board of Realtors
(newsmyrnarealtors.com), and Loopnet.com provide a quick list of some - but not all - of the sites that are
available. These sites are the basis of our product description. Our product also includes the other site selection
factors listed above, with available workforce, the cost of operations, and access being other important
"product" factors.
Message
The message section includes the following:
1. What is our message? Our message needs to convey to our target industries the advantages of our product,
thus positioning our product favorably against all the other options on the market. We need to present our
"brand" with a logo and tag line that quickly captures the attention of our potential customers. To do this, we
need to determine our competitive advantages - by measuring how our product fares in response to the needs
of site selectors (as listed above), and how we rate against our competitors scores in meeting those same site
selection factors. Our primary competition is in Brevard County, and this will be stiff competition: KSC is
located in that County, there is a 300 acre industrial park within KSC (Blue Origin is the first tenant), and the
county lost 8,000 jobs six years ago when the space shuttle program ended; however, we also have available
land, and as an official from Space Florida has said, not every company will want to locate in the industrial
park at KSC.
2. How do we convey our message? There are standard methods for conveying the message to targeted potential
customers:
- Publicity - is free, is provided by an independent, recognized news source which gives credibility; the
stories are not controlled by the product provider; but the message is not targeted to our potential
customers.
-Website - this is the baseline for all economic development marketing. Site Selectors gauge a
community's interest in recruitment of new companies by the information that is available on their
websites. A data-rich website is highly valued, as a site selector can easily gather information and
determine if the site has any "fatal flaws" (and thus be eliminated from further consideration) by
confidentially reviewing website information - without the need for more time-consuming efforts such as
contacting staff.
- Direct mail - gathering contact names and addresses is time consuming; and unsolicited mail is easily
discarded.
- Ads - this is costly but can be useful in publications that reach the targeted industries.
- Direct Selling - the best method, and the most costly.
Target Industries
The Matrix below provides the target industries for the cities of New Smyrna Beach and Edgewater, as well as
Team Volusia, Metro-Orlando, Enterprise Florida, and Brevard County. All six of these jurisdictions list
"Aviation and Aerospace" as a target industry! There are other overlaps as well, in manufacturing, medical, and
professional & business services.
Once the Competitive Analysis has been completed and accepted by the various stakeholders it will play a key
role in the process of determining the targeted industries. If a competitive weakness exist in a defined
geographical area that would make it impossible for an industry to succeed or function, it will obviously not be
identified as a target. The process of selecting the targeted industries will need to not only take into account
what the local community desires, but also what we have in our community that prospects find attractive. The
community may want a certain type of industry, but due to geographic or other limitations, that industry may
find it unlikely that it will succeed. This is why an honest assessment in developing the Competitive Analysis is
so critical to success.
January 26, 2017 meeting suggesting which types of businesses might be good targets. As the regional SWOT
analysis for Southeast Volusia becomes more refined, the Strategic Marketing Plan should identify specific
industries that will be targeted.
TARGET INDUSTRY COMPARISON: 2017
New Edgewater Team Volusia Metro-State (Enterprise Brevard
Smyrna Orlando FL) County
Beach
Aviation & Aviation and Aerospace Aviation, Aviation/Aerospace Aerospace &
Aerospace Aerospace Manufacturing: Aviation
Equipment, Parts and Components & Defense
Supplies,
Composites
Service, and
OEM Supplier
Technologies
Aircraft
Light Aviation
Sport Aviation
Creative Recreational Computer & Electronic Advanced Life Sciences: High-tech
Class Equipment, Manufacturing: Technologies Biotechnology, manufacturing
Supplies, and medical device
Navigational,
Services mfg,
Measuring,
pharmaceuticals,
Electromedical,
health care
& Control
Instruments
Cleantech: solar,
biofuels, fuel cells,
etc.
Information
Technology:
photonics/optics,
digital media,
software and
computer systems
design, computers
and
microelectronics,
telecommunications
Light Commercial Machine Manufacturing Manufacturing
Industry and Industrial Homeland
Agricultural,
Products and Security/Defense
Construction,
Services
and Mining
Machinery
Food Manufacturing
Medical Green Medical Equipment & Electronics
Industries and Supplies
Technologies
Medical
Machinery
Medical
Instrumentation
Medical Devices
Professional Entertainment, Professional. & Business Corporate Advanced
Recreation, Business Services: Services Headquarters Communication
and Leisure Regional Headquarters s
Services
Recruiting from
Financial and
high cost
Professional
locations in FL
Services
& beyond
Target High
Growth
Industries (e.g.
software,
financial
services, medical
& healthcare)
Business Service
Centers:
Target High
Growth
Industries
Recreation Boat building Emerging Technologies Emerging
and Marine (including Aerospace R Technologies
Equipment, & D:
Supplies, and
Aerospace
Services
Research &
Development
Distribution &
Warehouse:
Opportunities serving
key Florida consumer
markets
Online Retail
Traditional
Retail
Food & Grocery
Film Production Film &
Digital
Few
Media
opportunities
without
aggressive state
incentives
SECTION 4. STRATEGIC GOALS AND ACTION PLAN
Goal 1. Establish the Organizational Structure
The economic development groups appointed by the governing bodies of the three cities
held a joint meeting March 16, 2016 to discuss ways in which the cities in Southeast Volusia
County (Cities) could work together on a regional marketing plan to recruit companies that
would create high paying jobs. There was a consensus among the participants that working
together in a collaborative manner would strengthen the opportunities for recruitment. There was
also a general agreement that the Southeast Volusia Chamber of Commerce (Chamber) would
play a key role in the development and implementation of this plan since it already represents
Southeast Volusia as a whole. Based upon recommendations coming out of this meeting the
governing bodies of the three cities passed resolutions supporting a joint marketing plan. This
joint marketing effort is now known as the Southeast Volusia Marketing Initiative (SEVMI).
responsibility of
Regional Coalition will be the members of the respective Economic Development Board or
Committee of each City as appointed by the governing bodies from time to time. It was also
agreed upon to establish an executive committee comprised of one representative from each city
for the purpose of drafting the strategic marketing plan and to develop a regional brand to be
presented to the full Regional Coalition for consideration. Once the Strategic Marketing Plan is
approved by the Regional Coalition, it will then be presented to the governing bodies of each city
for their consideration and approval.
developing marketing material and implementation of the various aspects of the Strategic
Marketing Plan.
The economic development staff from each City will provide assistance to the Regional
Coalition and its executive committee and serve as liaison between the Cities.
Actions Items:
1.1
Establish a meeting schedule for the Executive Committee and the Regional
Collation.
Budget: $0
1.2
Submit SEVMI Strategic Marketing Plan to the Regional Coalition on March 15,
2017 meeting for review and consensus.
1.3
to Cities governing bodies.
Time Frame: April 2017
1.4
Submit SEVMI Strategic Marketing Plan to the governing bodies of the Cities for
approval.
Time Frame: May 2017
1.5
Send out newsletter to inform stakeholders, our local community and the press of
progress and other developments related to SEVMI to be sent by email and made
Time Frame: November 2016 and Ongoing
Budget: Donated by SunBeach Consulting
Goal 2. Review and Revise Strategic Marketing Plan
This draft of the Marketing Plan should continue to be reviewed and revised as we move
forward with this initiative. A final SWOT analysis needs to be developed in order to move
forward with identifying the targeted industries.
Action Items:
2.1
Invite local business leaders of the manufacturing and technology community to a
meeting to describe the SEVMI and get their input on the SWOT Analysis. Ask the
Chamber to facilitate this meeting as a neutral party and req
the Chamber for any costs incurred.
Time Frame: Completed February 2, 2017
Budget: $100
2.2
Compile and summarize the input from the business leaders and finalize the SWOT
by merging and evaluating both the input from the business leaders and the existing draft
Time Frame: Completed February 13, 2017
Budget: $0
2.3
Seek advice from Team Volusia and Atlas Marketing to assist the Regional Coalition
in finalizing the SEVMI marketing plan. Note: Atlas Marketing is the consultant that
Team Volusia has hired to develop a strategic marketing plan for the County-wide
marketing and advertising campaign.
Time Frame: March - August 2017
Budget: $0
Goal 3. Develop a Regional Identity and Brand
It is important to have a distinct identity and brand to set out our local region apart from
other areas. The identity should emphasize our regional strengths and assets. The Brand should
capture the essence of our identity and be one that is recognizable and memorable. This Message
will be sent to Atlas Marketing via Team Volusia to be included in the Community Package
section of Team Volusia (TVEDC) Marketing Objectives.
Action Items:
3.1
Seek assistance from Team Volusia and Atlas Marketing in establishing the identity
and brand that would be distinct to our area, but also compliment the efforts of Team
Volusia, CEO Business Alliance, VMA) and
Volusia County Economic Development Department.
Time Frame: April August 2017
Budget: TBD
3.2
Review existing marketing materials used by the Cities, The SEV Chamber, Team
Volusia and Southeast Volusia Ad Authority to possibly be used in developing the
Identity and Brand.
Time Frame: April August 2017
Budget: TBD
3.3
Establish a process by which the community and other stakeholders can participate in
defining a regional identity upon which a brand can be created.
Time Frame: April August 2017
Budget: TBD
Goal 4. Develop Professionally Website, Social Media and Other Marketing Tools
Using the Regional Identity, Brand and Message that will be provided to Team Volusia and
Atlas Marketing for the Implementation of Team Volusia (TVEDC) Marketing Objectives
and Community Package, Business Champions Campaign and Partnership Campaign.
Professionally produced website and other marketing toolsthat reveal the value
proposition and message along with other social media is critical to being c
highly aggressive digital environment. The various forms of marketing products should be
evaluated to determine what would be the most cost effective given a limited budget. Working
with our partners including the SEV Chamber, Team Volusia, and Southeast Volusia Ad
Authority, materials that have already been produced could be incorporated into the new website
and marketing materials.
Action Items
:
4.1
Work closely with Team Volusia to determine the extent to which the new
marketing plan and message can be implemented by Atlas Marketing as hired by Team
Volusia to generate marketing materials specific to SEV that can be used in developing
our own marketing efforts.
Time Frame: April - August 2017
Budget: $0
4.2
Review existing marketing materials used by all three cities, the Chamber and
SEV Ad Authority to possibly be used in developing marketing materials.
Time Frame: August December 2017
Budget: $0
4.3
Create a professional website or video or marketing tools that will be
communicated and shared (to be placed and utilized by) Team Volusia, SEV Chamber of
Commerce, Volusia County, each City, and other partners.
Time Frame: October 2017
Budget: TBD
4.4
Encourage our partners, as well as the Cities, to utilize the marketing tools as
developed, to be placed as links or videos on their website, bring to trade shows and other
media outlets as deemed appropriate.
Time Frame: To Be Determined
Budget: $0
Goal 5. Establish a Collaborative Approach to Prospect Relations
Once a prospect decides to obtain information or wants to visit SEV, a protocol needs to be
established between the Cities and the Chamber to welcome the prospect to our region without
competing among ourselves.
Invite local manufacturing and other business leaders to participate in an alliance to welcome and
work with prospects to provide information and answers from a business perspective that would
be private and not subject to public records requests.
Goal 6. Build a Positive Relationship with Landowners, Industrial Developers and
Commercial Brokers
-Subscriptions to the SEVMI progress report newsletter is growing
-Properties in Southeast Volusia will be encouraged to be placed on
www.volusiasites.com
-Southeast Volusia Chamber of Commerce
-Local Board of Realtors
-Team Volusia and CEO Business Alliance
-Volusia County Economic Development Department
-
-And many others as we move forward
Supplements to Follow:
Related News Articles
Team Volusia Presentation from January 26, 2017
Team Volusia Strategy for Success
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