by Stephen Kimball
Tompkins County Area Development prides itself on the partnerships it creates and fosters. It is one of the ways we work in which we take the most pride. While many of the programs where we utilize partnerships focus inwardly on Tompkins County, The Targeted Marketing Initiative (TMI) is a bit different. The Industrial Development Agency, Empire Zone, Workforce Development, and the other work we do focuses on expanding and retaining the vital businesses already existing here. The Targeted Marketing Initiative looks outward. It looks outside of Tompkins County with the goal of diversifying our economy and creating good jobs for local residents. Coupled with the other work we do, this initiative strengthens our local as well as the larger regional economy.
The goal of finding businesses to locate here takes collaboration. For example, one way TCAD seeks out new businesses interested in locating in Tompkins County is to talk to our members and understand if there are companies they work with that would benefit from being located nearby. An example of this is finding companies that would benefit from locating near Cornell and the cutting edge research taking place there. Another example would be finding a business that would find it advantageous to locate near one of the premier manufacturers we have such as BorgWarner or the forthcoming Plastisol fire truck manufacturing plant. To accomplish this, we must work closely with our local partners to find these prospects. In fact, TCAD is working with Plastisol and community leaders in Groton to create a plan to attract compatible business to the Groton Business Park.
Additionally, the Targeted Marketing Initiative looks to specific business sectors that have a presence here via Cornell and existing businesses. These include, but are not limited to, nanotechnology, biotechnology, green materials, as well as manufacturing as the example of Plastisol demonstrates.
To accomplish this outreach we do a number of things. One of the primary techniques we use is attending conferences and conventions. Some of these are found right here in our own backyard while others are further a field. For example this June, a diverse group of us will be attending Biocon 2008 in San Diego. This is the largest biotechnology conference in the country. Attending this event as part of our direct TMI effort will be myself from TCAD, Steve Lauzier who directs Cornell Real Estate, and Laura Cima from the Cornell Center for Technology Enterprise and Commercialization. Also in attendance from Tompkins County will be Rheonix and Advion BioSciences. This is a contingent that will powerfully represent our community to a vibrant, growing business sector.
We also do a small amount of very targeted advertising designed to reach individuals who hold positions in companies that allow them to make site decisions. We eschew site selection magazine advertising as untargeted and ineffective. If you’ve ever looked at one of these magazines you know what I am talking about. They are full of advertisements from communities taking a very non-strategic, approach to finding new businesses to come to their communities. Simply put, this non-targeted method of marketing is destined to fail, while costing a great deal of money in the process.
In addition to the business partners, the Targeted Marketing Initiative has vital financial partners that make the work we’re doing in this project possible. Cornell University Real Estate, NYSEG, Cornell University,
New York State (Senators Seward, Nozzolio & Winner), and the Tompkins County Industrial Development Agency have all generously supported the Targeted marketing Initiative.
Tompkins County Area Development’s Targeted Marketing Initiative uses a well thought out approach to this project. In doing this we are confident we are presenting Tompkins County in the best light to those business with the most potential to locate here. As with all the work TCAD does we’re acting strategically in a way that will ultimately provide great benefits to
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Tompkins County Area Development’s Targeted Marketing Initiative
Tompkins County Area Development
200 East Buffalo Street, Suite 102A Ithaca, New York 14850 ( 607 ) 273 - 0005 |