Brand Understandings and Insights - The Corridor, Iowa

The Corridor, IA BrandPrintUnderstanding & Insights Presentation

Your brand is what they say about you when you’re not around.

Branding is what you do about it.

Branding is the strategic orchestration of all that you do to

affect what “they” are saying.

Understanding

Insights You are Here

Imagination

Consumer

Community

Evaluation

Competition

Brand Identity(including logo &

line)

&

Brand Action

Consumer Competition

What differentiates The Corridor?

Community

How have we learned about The Corridor?

Research & Materials AuditIn-Market Trip• FAM Tour• Intercept Interviews• Stakeholder Interviews• Focus Groups

Stakeholder Vision SurveyCommunity Wide Survey

Community

Community

Understanding The Corridor

In-Market ObservationsAugust 16 – 20, 2010

You may disagree with some information that follows. But these are perceptions gained during the research. There are negative perceptions included; identifying these can be just as important

as praise.

The Corridor AssetsWHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUPS

Community

Community• Location: Proximity to major metro areas• Cost of living• Quality of life• Small towns• Diverse communities• Strong leaders• Iowa Cultural Corridor Alliance• Czech Village/Little Bohemia• Theatre Cedar Rapids• Englert Theatre• Iowa Writers Workshop• UNESCO Designation• Open space/available land• Outdoor recreation• Minor league sports

Community• Impact CR• Cedar Rapids Museum of Art• Cedar Rapids Symphony• Coe College and Mount Mercy College• Strong Public education• Great shopping• Ped Mall• Great shopping• Events• 36 Pulitzer Prize Winners

The Corridor AssetsWHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUPS

Community

Economic Development• University of Iowa• Kirkwood Community College• Other educational institutions: Mt.

Mercy, Cornell, Coe, etc.• Diverse business/industry landscape• 16,000 people commute up and down

380 daily• Seven county labor shed• Women of Influence award• Best of academia and business• Innovation and education fostering

diversity and development• Priority One• ICAD Group• Coralville growth and vision• Healthcare

Economic Development• Eastern Iowa Airport• SCORE Cedar Rapids• The Entrepreneurial Center• John Pappajohn Entrepreneurial Center• Largest processor of corn in the world• Hawkeye Sports• UI-Research Park• Start-ups• Coralville growth: Convention Center• Strong work ethic and values• Corridor Business Alliance• Wind Energy• Small group of engaged regionalists

The Corridor Challenges WHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUPS

Community

Community• Lack of cooperation and collaboration• Divisive attitudes• No identity• Not welcoming• Cedar Rapids only focused on flood

recovery• National perception as corn fields and hay

bales• Lack of coordinated leadership and political

will• Small communities fear being swallowed

up• Aging population• Few direct flights• Unplanned growth/sprawl• Adverse to change• Regionalism will dilute Iowa City identity• Corridor name does not define region well

beyond Eastern Iowa• Parochial attitudes

The Corridor Challenges WHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUPS

Community

Economic Development• Lack of entrepreneurship• Brain drain• Many frustrated with Priority One• Division between University economy and

City economy• Few risk takers• Some key business leaders missing from

conversation• Diversifying the economy/employment

opportunities• Lack of understanding and support for

regional efforts/benefits• Marketing and promotion• Lack of jobs in smaller communities• Inward focus-Regional wins are not valued• Fostering technology and research

commercialization• Flood recovery• Redevelopment of downtown Cedar Rapids

The Corridor Opportunities WHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUPS

Community

Community• Different and distinct lifestyles• Location• Affordability• Marketing and promotion• Collaboration between Cedar Rapids and Iowa City• One shared vision to capitalize on regional assets• Arts and entertainment• Retail• Educate on assets and resources of region

The Corridor Opportunities WHAT WE HEARD FROM FAMILIARIZATION TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUPS

Community

Economic Development• Kirkwood Community College workforce development training• Commercialization of arts and research• Public and private partnerships• Leverage size and short distance between anchors• Consolidate redundancies in municipal government, etc.• University of Iowa• Wind Energy• Innovation and technology• Healthcare• Entrepreneurial development• Leverage #2 ranking of physicians per capita• Coralville Convention business• Available land in smaller communities• University of Iowa to build new outpatient center• Attracting large and small businesses• Revitalized Cedar Rapids downtown• Value-added agriculture• North Liberty, Coralville and University of Iowa development around UI-

Research Park

Understanding Community Leader Perceptions

Stakeholder Vision Survey143 Responses

Community

Community Leader Perceptions DEFINING THE CORRIDOR

When you first think of The Corridor which three words come to mind?• Cedar Rapids / Iowa City / I-380 – 28%• Education – 18%• Growth – 11%

In your opinion, what is the geographic area or exact footprint of The Corridor?

• Cedar Rapids, Iowa City and the surrounding communities (Hiawatha, Riverside, Coralville, Mount Vernon, Marion) – 38%

• Johnson and Linn Counties – 15%• Kirkwood Community College service area – 6%

Community

Community Leader Perceptions IDENTIFYING THE CORRIDOR

What do you think of "The Corridor" name? Does the term "Corridor" deserve an additional descriptor?• Yes – needs a descriptor / doesn’t define us – 25%• Yes – does not provide a regional or national identity – 13%• No – nothing wrong with it – 6%

In your opinion, what name do you recommend for this region?• The Corridor – 22%• Not sure, no suggestion – 11%• Eastern Iowa Corridor – 9%

Community


What is the greatest strength of The Corridor?• Combination of Iowa City and Cedar Rapids• Cultural and business opportunities• Education through school system / University of Iowa

What is the greatest challenge facing...• Absent cooperation between cities• Lack of business growth• Branding / common identity

What is missing in...• Unified identity• Leadership – vision • Arts, entertainment

Community


What is the reputation of the following to outsiders (beyond the Corridor)?

Community

• No reputation• Growing, developing • Don't know, not sure

What are the greatest opportunities for economic growth in...

• Create more jobs • Combination of Cedar Rapids / Iowa City – health / tech /

energy


What Corridor attributes attract the most...

Community

Residents• Education / good schools• Quality of life • Jobs

Visitors• University of Iowa

events • Entertainment / events

(sporting events and festivals)

• Family

Business• Quality workforce• Educated workers • Low cost

Community Leader Perceptions BENEFITS AND OBSTACLES OF REGIONALISM

What are the benefits of regionalism for The Corridor?• Working together / shared brand • Joint marketing of the region• Stronger ability to compete for economic development

What are the obstacles of regionalism for The Corridor?• Loss of identity for individual communities• Various points of views obstruct success• Non-cooperation / competition

Community

Community Leader Perceptions CHARACTERISTICS OF THE CORRIDOR

What are the commonalities between the communities in The Corridor?• Quality workforce • People • Strong education

What are three key selling points that the region can agree on and support?

• Education • Quality workforce • Quality of life / Iowa as a great place

Community

Community Leader Perceptions ADVOCATING REGIONALISM

Does the political will exist to advocate regionalism beyond rhetoric? If not, how do we change the political will to further regionalism? Please explain.• Not sure – do not fully understand impact – 24%

o “I'm not sure. I still don't think people fully understand the potential impact.”

• No – 18%o “I don't think there is the political will to advocate regionalism. I think

that the call for this has to come from the residents and the community. If this is something that needs to happen, forcing it to happen solely by leadership or a group will not have a lasting effect.”

• Yes – 12%o “It does exist when there is benefit to both communities. We can not rely

on politicians to change political will, this must be led by the business community.”

o “Yes, but not strongly enough for progress to occur at the rate we may need. It seems to help people understand what is at stake and that not advocating for and acting on regionalism now will have negative implications for the future.”

Community


What are the best ways to show various stakeholders how regionalism will benefit them? What is the preferred channel of communication?• Face-to-face meetings• Leverage examples and benefits of regionalism• Advertise (websites / newspaper articles / branding)

In your opinion, what is the best way to attract more business and industry to The Corridor?• Properly promote and sell the benefits of the region• Unified brand • Collaboration for economic development

Community

Community Leader Perceptions COLLABORATION IN THE CORRIDOR

How well do entities work together (CVBs, Chambers, Cities, Organizations, etc.)?• Not very well – 25%

o “Honestly, not very well. They cooperate on the small projects but miss the big picture. Cooperation is project-based instead of being part of the culture of the organization.”

• Somewhat well – 22% o “Everyone is independently working on their own initiatives with varying

levels of collaborative intent”• Working on it / getting better – 21%

o “It is getting much better. The best is the collaboration on bringing speakers, workshops--numerous growth opportunities into the area and then making them available to everyone.”

Community

Community Leader Perceptions CHARACTERISTICS OF THE CORRIDOR

What unites The Corridor?• I-380• People - Iowa values • University of Iowa sports and education

What is The Corridor known for? What does it offer (attitude, experience, business sector, etc.) that no other area can?• Education • Strong work-ethic • Jobs / businesses

Community

Understanding Resident Promotion of the Brand

Community Brand Barometer814 responses

Community

On a scale of 1 to 10 with 1 being "not at all likely" and 10 being "extremely likely", would you recommend… [living in, conducting business in, visiting]… The Corridor to a friend

or colleague?

CommunityBrand Barometer

On a scale of 1 to 10 with 1 being "not at all likely" and 10 being "extremely likely", would you

recommend living in The Corridor to a friend or colleague?

Observations:• The Corridor Detractors rank fairly low suggesting strong brand satisfaction for

living in the region.• The Passives category is quite high, presenting a great opportunity to leverage the

new brand and move these respondents into the Promoters category.

1 1.12%2 1.49%3 1.86%4 2.23%

5 4.34%

6 5.08% 16.11%Detractors

7 14.25%

8 21.56% 35.81%Passives

9 16.11%

10 31.97% 48.08%Promoters

Living in The Corridor



recommend visiting The Corridor to a friend or colleague?

Observations:• Visiting the Corridor has 34.85% Detractors for the current brand. This suggests a

obstruction to tourism or visitor revenue in the area.• 34.09% of respondents are Promoters of the current brand for visiting The Corridor.

These advocates should be used as a foundation to spread the word about the region.

1 1.77%

2 2.78%

3 3.16%

4 6.82%

5 10.86%


7 15.15%

8 15.91% 31.06%Passives

9 10.73%

10 23.36% 34.09%Promoters

Visiting The Corridor



recommend conducting business in The Corridor to a friend or colleague?

Observations:• Conducting business in The Corridor seems to resonate with current residents.

Almost half of the respondents are Promoters of the current brand, which explains many references to The Corridor as a great place to do business.

• 36.38% of respondents are Passives. A fairly large percentage, these individuals do not take an active approach when spreading the word about The Corridor as a place to do business.

1 1.01%

2 1.14%

3 1.27%

4 2.53%

5 7.22%


7 12.42%

8 23.95% 36.38%Passives

9 18.50%

10 24.71% 43.22%Promoters

Conducting Business in The Corridor

Brand BarometerThe Corridor brand performs quite well against the

National average when discussing the region as a place to live.

Community

22.0%

31.8%

46.2%

16.1%

35.8%

48.1%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Detractors Passives Promoters

As a place to live...

National The Corridor

Brand BarometerCommunity

The Corridor brand underperforms compared to the National average as a place to visit. Additionally, the

Detractors category is quite high.

24.6% 25.6%

49.8%

34.8% 31.1% 34.1%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%


As a place to visit...



As a place to conduct business, The Corridor brand performs very well compared to the National

average, in the Detractors category.

45.8%

29.8%24.4%20.4%

36.4%43.2%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%


As a place to conduct business...



Brand Advocacy Score = % Promoters – % DetractorsThe Corridor’s Brand Advocacy scores, show negative

results in the Visiting category, while performing quite well in Living and Conducting Business.

24.20%

25.20%

-21.40%

31.97%

-0.76%

22.81%

-30.00%

-20.00%

-10.00%

0.00%

10.00%

20.00%

30.00%

40.00%

Living Visiting Conducting Business

Brand Advocacy Comparison National Score

The Corridor

Understanding Resident Perceptions

Online Community SurveyQuantitative survey that was open

to all The Corridor residents814 Responses

Community

Resident PerceptionsMost residents have heard the Cedar Rapids-Iowa City region referred to as “The Corridor” suggesting great

internal awareness

Community

Yes 98.9%

No 1.1%

Have you heard the Cedar Rapids - Iowa City Region

referred to as "The Corridor"?

Resident PerceptionsCedar Rapids to Iowa City best describes the Corridor

Community

Other: Waterloo to Iowa City, Cedar Rapids to Iowa City and everything in between

0.3%

0.5%

1.6%

4.0%

5.5%

6.8%

12.7%

68.8%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Other

I-80: Davenport to Des Moines

Don't know

Linn, Johnson, Iowa and Washington Counties

Seven county Kirkwood CC service area

I- 380: Waterloo to Washington

Johnson and Linn Counties

Cedar Rapids to Iowa City

Which of the following best describes the geographic area called The Corridor?

Resident PerceptionsStrong Midwestern work ethic and opportunity and great

potential describes the region

Community

Other: Good place to raise a family, home of the Hawkeyes, and rich in culture

1.9%

2.9%

3.5%

4.7%

8.2%9.4%

12.0%

12.0%

13.3%

14.0%

20.1%

26.6%

31.1%

37.8%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Don't know

Flood plain

Uncooperative and isolated

Other (please specify)

Healthcare

Creative and innovative

Research and technology

An area with no identity

Agriculture and food processing

Interstate 380

Industrial meets academia

Diverse business/industry mix

Opportunity and great potential

Strong midwestern work ethic

Which of the following best describes the Cedar Rapids - Iowa City region? (CHOOSE TWO ANSWERS)

Resident PerceptionsThe greatest strengths of the region are quality of life and cost

of living

Community

Other: Quality of education, work ethic, and cultural opportunities

1.6%

2.9%

3.4%

3.4%

3.9%4.9%

5.6%

6.0%

7.1%7.5%7.8%

14.6%

16.0%21.5%

27.8%

57.4%

0% 10% 20% 30% 40% 50% 60% 70%

Economic development engine

Entrepreneurship

Engaged professionals relocating

Don't know

Coralville growth and vision


Diverse business/industry

Diverse communities

Healthcare

Small towns

Innovation and education

Location

Best of academia and business

University of Iowa

Cost of living

Quality of life

What is the greatest strength of the region? (CHOOSE TWO ANSWERS)

Resident PerceptionsThe greatest challenge facing the region is the perception as

corn fields/hay bales and lack of coordinated leadership

Community

Other: High cost of living, taxes, and lack of population growth

1.1%1.4%

1.5%1.8%1.8%

4.9%5.4%5.6%

6.1%6.4%

6.6%8.7%

10.0%11.1%11.6%

12.1%13.4%

19.8%21.1%

21.8%26.6%

0% 5% 10% 15% 20% 25% 30%

Lack of entertainmentDon't know

Not welcomingLack of jobs

Lack of entrepreneurshipTransportation

Other (please specify)CR only focused on flood recovery

Divisive attitudesMarketing and promotion

No identityUnplanned growth/sprawl

Few direct flightsAdverse to change

Brain drainLack of vision

Support for regional effortsEconomic development

Lack of cooperation and collaborationLack of coordinated leadership

Perception as corn fields and hay bales

What is the greatest challenge facing the region? (CHOOSE TWO ANSWERS)

Resident PerceptionsOne shared vision on regional assets is the greatest opportunity

for economic growth in the region

Community

Other: Education, food processing, and collaboration

0.6%

1.8%

2.5%

2.5%

2.9%

3.2%

3.4%

3.6%

4.8%

5.7%

5.8%

8.5%

16.5%

18.7%

22.5%

0% 5% 10% 15% 20% 25%

There are no opportunities

Retail

Location

Healthcare

Marketing and promotion


Entertainment

Don't know

Wind energy

Kirkwood / University of Iowa

Affordability

Entrepreneurial development

Innovation and technology

Collaboration between Cedar Rapids / Iowa City

One shared vision on regional assets

What is the greatest opportunity for economic growth in the region?

Resident Perceptions90.4% of residents thought the area should join together to promote the region as a whole in the smaller communities

Community

Why: Strength in numbers, it benefits everyone, and opportunity to work togetherWhy not: Too different and will lose individual identity

Yes, 90.4%

No, 5.2% Don't know, 4.4%

Should Iowa City, Cedar Rapids and other area communities join together to promote the region as a whole for attracting

economic development and tourism?

Resident PerceptionsCohesive/competitive marketing and pooling resources to

maximize budgets are the greatest advantages of regionalism

Community

Other: Common goals, regional planning, and resident pride

1.4%

2.0%

2.3%

2.8%

8.1%

13.3%

14.6%

19.6%

20.5%

30.4%

33.5%

37.2%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Nothing

Don't know


Equalizes/reduces political bias

Benefit with regional associations

Potentially reducing government overlap

Amassing limited resources

Creates broad economy

Greater regard by outsiders

Increased economic development

Pooling resources/maximizing budgets

Cohesive/competitive marketing

What is the greatest advantage of regionalism (bringing communities together) for the area? (CHOOSE TWO ANSWERS)

Resident PerceptionsConflicting goals / different point of view and loss of individual identity are the greatest challenges facing regionalism in the

area

Community

Other: Don’t know, lack of diversity, and transportation

3.8%

5.6%

6.3%

9.6%

10.5%

12.5%

12.8%

16.9%

17.8%

22.1%

32.0%

38.1%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%


Threat of sprawl

Fear of job loss in consolidation

No identity

Uncooperative EDC entities

Lack of understanding by the public

Uncooperative jurisdictions

Siloed organizations

Fear of change

Political resistance

Loss of individual identity

Conflicting goals/different point of view

What is the greatest challenge facing regionalism in the area? (CHOOSE TWO ANSWERS)

Resident PerceptionsThe region should be called “Eastern Iowa Corridor”

Community

Other: Technology Corridor, Eastern Iowa, and Iowa City area

0.1%

0.3%

0.5%

0.6%

2.1%

2.8%

3.4%

4.9%

6.0%

8.4%

9.4%

9.5%

22.5%

29.4%

0% 5% 10% 15% 20% 25% 30% 35%

The Arts and Sciences Super Connector

Learning Corridor

Iowa's Innovation Corridor

Heartland Corridor

Innovation 380

Innovation Heartland

Does not matter/stop regionalism

Technology Corridor


Don't know

I-380 Corridor

Cedar Rapids-Iowa City Region

The Corridor

Eastern Iowa Corridor

What should the Region be called?

Resident Perceptions88% of residents believe that leaders and stakeholders in the

area should collaborate and support regional efforts

Community

Why: Everyone benefits, opportunity to work together, and results will trickle down

Yes, 88.0%

No, 2.5%

Don't know, 9.5%

Should leaders and stakeholders in the area collaborate and support regional efforts even if a particular success is

located in a neighboring jurisdiction in the region?

Resident Perceptions48% of residents don’t know if organizations work well together

Community

Why or why not: Sometimes, can improve, narrow focus on their own area, competition

Yes, 20.5%

No, 31.6%

Don't know, 48.0%

Do organizations (Convention and Visitors Bureaus, Chambers of Commerce, Cities, Economic Development entities, etc.) work well together throughout the region?

Resident PerceptionsLight transportation and strong Cedar Rapids downtown are

missing in the region

Community

Other: Economic diversity, jobs in general, and non-chain restaurants

1.4%

3.4%

4.3%

4.6%

5.0%6.4%

6.4%

6.4%

6.4%

6.7%

6.8%

8.0%

9.2%

13.9%

20.4%

21.2%

22.0%

23.2%

24.2%

0% 5% 10% 15% 20% 25% 30%

Don't know

Creative class

Regional/community/state pride

Other

Support/resources to start biz

High-paying tech jobs

Unity


Risk takers

Affordable housing

White collar jobs

Identity

Embracing diversity

Interactions between Cedar Rapids / Iowa City

Low cost airlines

Vision and commitment

Leaders committed to regionalism

Strong Cedar Rapids downtown

Light rail and transportation

What is missing in the region? (CHOOSE TWO ANSWERS)

Resident PerceptionsOutsiders think of our region as Hawkeyes and Rural

Community

Other: Family, hard working, and bad weather

1.5%

2.3%

6.8%

9.3%

11.0%

11.4%

11.9%

22.5%

36.7%

37.9%

46.4%

48.3%

0% 10% 20% 30% 40% 50% 60%

Nothing to do

Farming/Agriculture


Growing area

Don't know

Defined by I-380

Combination of Cedar Rapids / Iowa City

Flat

Where is it?

No awareness/reputation

Rural

Hawkeyes

What do outsiders (people who are not from the area) think of our region? (CHOOSE ALL THAT APPLY)

Attribute DeliveryCommunity

Educational opportunities and a great place to raise a family are the largest attributes

5.59

5.60

5.63

5.65

5.69

5.90

5.96

5.96

6.39

6.49

6.61

6.70

7.02

7.35

7.46

7.47

8.14

8.29

1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00 10.00

Retail

Special events

Diversity

Entertainment

Innovation

Employment opportunities

Restaurants

Recreation opportunities

Business-friendly culture

Engaged citizens/community pride

Affordable cost of living

Welcoming community

Convenient location

Skilled workforce

Safety

Overall quality of life

Great place to raise a family

Educational opportunities

How well does The Corridor deliver the following attributes?On a scale of 1 to 10 with 1 being "poor" and 10 being "excellent"

Community

Competition

Consumer

Understanding Outside Perceptions

CONSUMER AWARENESS & PERCEPTION STUDYConducted in: Des Moines, IA

Madison, WI

Consumer

CAP StudyBEST QUALITY OF LIFE VS. AGE GROUP

Consumer

0%

10%

20%

30%

40%

50%

60%

18-24 25-34 35-44 45-54 55-64 65-74

Which community / region offers the best quality of life?

Cedar Rapids / Iowa City, IA Des Moines / W Des Moines, IA Madison, WI

CAP StudyREGIONAL FAMILIARITY

Consumer

2%

3%

3%

5%

6%

7%

12%

21%

40%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Waterloo / Cedar Falls, IA

Lawrence, KS

Other

Dubuque, IA

Madison, WI

Des Moines / West Des Moines, IA

Do not know

Cedar Rapids / Iowa City, IA

Quad Cities, IA-IL

Which of the following regions is known as The Corridor?

Other: Don’t know

CAP StudyREGIONAL FAMILIARITY VS. MARKET

Consumer

2.02%

8.08%

8.08%

3.03%

8.08%

14.14%

17.17%

39.39%

2.08%

2.78%

2.78%

3.47%

6.94%

16.67%

22.22%

43.06%

0% 10% 20% 30% 40% 50%

Waterlook / Cedar Falls, IA

Dubuque, IA

Madison, WI

Lawrence, KS

Des Moines / W Des Moines, IA

Other

Cedar Rapids / Iowa City, IA

Quad Cities, IA/IL

Which of the following regions is known as The Corridor?

Des Moines Madison

Des Moines other: Don’t know Madison other: Don’t know

CAP StudyNAME CHANGE

Consumer

What would you change the name to? • Don’t know• Geographic names

o Iowa Nation o Iowa Twin Cities

• Iowa’s Technology Highway

30%

70%

Yes

No

Would you change the name of this region if you could?

CAP StudyATTRIBUTE RATINGS

Consumer

6.56

6.57

6.67

6.74

6.85

7.08

7.15

7.20

7.26

7.31

7.36

7.38

7.58

7.59

7.90

1 2 3 4 5 6 7 8 9

A leader in business

A place known for great restaurants

An innovative place for start-ups / entrepreneurs

A place known for innovation

A region known for great shopping

A region full of recreational opportunities

A region known for great events

A region with diversity of lifestyles

A place with strong arts and culture

A family-oriented region

An affordable place to live

A region for young professionals

Great quality of life

A friendly community

A leader in education

Based on your perceptions of the Cedar Rapids / Iowa City Region, how would you rate the following descriptions on a scale of 1 to 10?

One being "does not match the region at all" and 10 being "is an exact description of the region"

CAP StudyATTRIBUTE RATINGS VS. VISITATION

Consumer

6.73

6.82

6.92

6.96

7.10

7.37

7.46

7.49

7.59

7.60

7.60

7.71

7.79

7.86

8.29

5.85

5.46

5.57

5.74

5.74

5.76

5.76

5.89

5.83

6.02

6.33

5.93

6.67

6.37

6.20

1 2 3 4 5 6 7 8 9 10

A leader in business

A place known for great events

An innovative place for start-ups

A place known for innovation

A region known for great shopping

Full of recreational opportunities

A region known for great events

A region with diversity of lifestyles

A place with strong arts and culture

A family-oriented region

An affordable place to live

A region for young professionals

A friendly community

Great quality of life

A leader in education

Based on your perceptions of the Cedar Rapids / Iowa City Region, how would you rate the following descriptions?

Use a scale of 1 to 10 with 1 being "does not match the Region " and 10 being "is an exact description "

Non-visitor

Visitor

CAP StudyVISITATION

Consumer

82%

18%

Yes

No

Have you visited the Cedar Rapids / Iowa City Region?

CAP StudyVISITATION

Consumer

2%

9%

11%

11%

15%

17%

17%

24%

24%

35%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Expensive airline tickets / few direct flights

Don't know where it is

Nothing to do / boring

Other

Plan to visit in the future

Can't afford it

Not interested in what it has to offer

Don’t have time

Too far away / out of the way

Unaware of things to do there

Why have you NOT visited the Cedar Rapids / Iowa City Region? (Choose all that apply)

Other: No reason to travel there

CAP StudyMORE LIKELY TO VISIT

Consumer

4%

4%

7%

7%

9%

9%

11%

11%

13%

15%

15%

17%

22%

22%

24%

0% 5% 10% 15% 20% 25% 30%

Nothing to do / boring

Destination dining

Vibrant downtowns

Nightlife / music

Arts and culture

Business / employment opportunities

Small-town comfort

Outdoor recreation activities (hiking, biking, walking, etc.)


Entertainment and special events

Sports / tournaments

Other

Nothing

If a friend or family member recommended it

Unique shopping

What would make you more likely to visit the Cedar Rapids / Iowa City Region? (Choose all that apply)

Other: Family members lived in the area, need for medical services

CAP StudyVISITOR FREQUENCY

Consumer

32% 33%

12%

23%

0%

5%

10%

15%

20%

25%

30%

35%

One time 2-3 times 4-5 times 6 or more times

How many times have you visited the Cedar Rapids / Iowa City Region in the past three years?

CAP StudyPRIMARY PURPOSE

Consumer

0%

0%

0%

0%

0%

1%

1%

1%

5%

5%

6%

6%

9%

9%

10%

21%

25%

0% 5% 10% 15% 20% 25% 30%

Outdoor recreation

Iowa Writer's Workshop event

Youth or adult league sporting event

Minor league sporting events (baseball and hockey)

Visit Kirkwood Community College

Eat at a restaurant

Visit smaller communities

Visit other schools / universities

Attend a special event

Visit University of Iowa

Business / employment

Other

Shopping

Healthcare (area hospitals)

University of Iowa sports

Passing through

Visit family / friends

What was the primary purpose of your most recent trip?

Other: Music competition, playing golf, and buying horses

CAP StudyPERCEPTION CHANGE

Consumer

What was your perception of the Cedar Rapids / Iowa City region before you visited?• College town • No perception of the region • Nice town • Great hospitals and

healthcare 82%

18%

Yes

No

Did your perception of the Cedar Rapids / Iowa City Region change once

you visited?

CAP StudyPERCEPTION CHANGE

Consumer

What changed your perception of the Cedar Rapids / Iowa City region? • How much more there was

to do in the area • Great shopping and retail

amenities • Bigger than I had imagined

92%

8%

Positive

Negative

Did your perception change in a positive or negative way?

CAP StudyATTRIBUTE RATING

Consumer

6.36

6.46

6.71

6.98

7.29

7.47

7.50

7.56

7.58

7.60

7.62

7.69

7.80

7.89

1 2 3 4 5 6 7 8 9

Turning ideas into dollars

Business / start-up friendly

Employment opportunities

Downtown experience

Affordability

Recreational opportunities

Arts and cultural offerings

Restaurant offerings

Diversity of lifestyles

Special events and festivals

Overall value

Research and technology

Accessibility / convenience

Healthcare

Based on your past experiences, how would you rate the following attributes regarding the Cedar Rapids / Iowa City Region

One being "poor" and 10 being "excellent"

CAP StudyIDENTITY

Consumer

4%

6%

8%

8%

9%

25%

39%

0% 10% 20% 30% 40% 50%

Other

Technology and science

Turning research and ideas into economic power

Arts and culture

Agriculture

Healthcare

Education

Which of the following do you feel is most important to the identity of the Cedar Rapids / Iowa City Region?

Other: College town – University of Iowa

Understanding How Your Competition Communicates

Competitive Analysis Message Assessment for The Corridor

Competition

Competition

What makes a region competitive?

Educated and highly skilled workforce• High percentage of degreed professionals; focus on learning and

curiosity• Density of scientists and engineers• Agility in workforce development

Networks for the commercialization of ideas and research• Channels to turn brainpower into wealth • Infrastructure to support innovation and entrepreneurship including

incubators, capital networks, mentoring programs, and start-up culture

Enviable quality of life• Strong sense of place offering assets and amenities attractive to

creative class, entrepreneurs, and innovators (whose workplace can be anywhere)

• Highly regarded, active arts and cultural communities• Opportunities for connection: parks and trails, public transport,

regional events, etc

Culture of communication• Thinkers are attracted to places demonstrating a strong future. The

message must match the experience when they encounter the region (online or in person)

• Strong bandwidth and WiFi that flows like water• Compelling identity (branded sense of place)

Collaboration• Business, municipal and educational partnerships make a region super

competitive

EDA ToolkitINNOVATION IN AMERICA’S REGIONS

Competition

95

96

102

103

107

121

122

124

0 20 40 60 80 100 120 140

Kansas City, MO

Pittsburgh, PA

Madison, WI

Iowa City / Cedar Rapids

Denver/Ft. Collins, CO

Minneapolis/St. Paul, MN

Austin, TX

Raleigh/Durham, NC

Innovation Index - EDA

EDA ToolkitINNOVATION INDEX

Competition

100 - U.S. Average

Brand Understandings and Insights - The Corridor, Iowa

Documents

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