Rallying Around Outdoor Recreation

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Originally published by the Economic Development Council of Seattle & King County in EDC Economic Insight – Q1 2016

Historically, the Economic Development Council of Seattle & King County (EDC) has focused on Fashion & Apparel as a targeted industry cluster, given our region’s strengths in apparel manufacturing and retail and homegrown giants such as Nordstrom and Filson. In 2010, the EDC commissioned an economic impact study, in partnership with Washington State University and theWorkforce Development Council of Seattle-King County, revealing that the Fashion & Apparel industry was worth $8.3 billion and provided 34,500 jobs in Washington State.

The industry has continued to grow in recent years, prompting the EDC to take a deeper dive into what’s driving its growth. Looking at the companies contributing to job and revenue growth, we noticed a pattern. Many of these companies were manufacturing and selling gear or apparel for outdoor recreation. These manufacturers and innovative retailers took advantage of our region’s unique outdoor experiences – also a key driver in our quality of life – by offering goods to get you outdoors. Quality of life is often viewed as a regional asset used to recruit talent or businesses. Outdoor Recreation companies have turned that recruitment tool into a thriving industry. Therefore, we expanded our cluster focus to include Outdoor Recreation, Fashion & Apparel. In fact, the industry has been so impactful, Governor Jay Inslee announced the State’s first Policy Advisor for Outdoor Recreation and Economic Development in December of last year.

bigtent.jpgIn February of this year, the EDC participated as a sponsor of the first “Big Tent Rally Day” to offer our services and network with the Outdoor Rec community. Organized by the Big Tent Outdoor Recreation Coalition, Big Tent Rally Day was a unique gathering of Outdoor Recreation companies, interest groups, and enthusiasts to spread awareness and educate lawmakers about the Outdoor Recreation industry cluster. The crowd heard from Governor Inslee, industry leaders, and elected officials as they boasted the $21.6 billion in annual spending and 199,000 jobs that Outdoor Recreation creates in Washington State. With competition heating up in Utah, Colorado, Oregon, and California, it’s time we give Outdoor Recreation its due attention.

jga-rally-day.jpgAt Big Tent Rally Day, I met the founder of a small startup, called TOTAGO. The acronym stands for “Turn Off This App Go Outside.” The company uses technology to increase access to the outdoors, particularly for those without a car. With a web and mobile application, individuals can plan an outdoor adventure to predetermined destinations for free. For $5, TOTAGO will plan a personalized day trip for you, complete with an itinerary and offline maps.

After TOTAGO’s founder inquired about our free consulting services, I brought him and his business partner in for a meeting with our Information & Communications Technology Business Development Manager to learn more about their business. We advised them on strategic partnerships and provided a framework for further developing their business and marketing plans. With many exciting applications for TOTAGO’s technology and concept (and countless opportunities to enjoy the outdoors in the Seattle region), this won’t be the last time you hear “Turn Off This App Go Outside.”

The Port of Seattle & the EDC – A Natural and Long-Standing Partnership

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Originally published by the Economic Development Council of Seattle & King County in EDC Economic Insight – Q4 2015

Ever since its creation in 1911, the Port of Seattle has worked to develop infrastructure to support our region and state’s trade-dependent economy. From piers and marinas, to conference centers and cruise ports, not to mention Seattle-Tacoma International Airport, the Port of Seattle’s contributions to our region cannot be ignored. In case you missed it, the Port of Seattle is one of the key economic drivers in our region, impacting about 40% of Washington State’s economy in some way.

Birthed out of progressive reform, the Port was established to preserve economic assets for the greater good of the region, preventing private rail and shipping corporations from maintaining control. Although controversial at its inception, the Port became a mainstay “public enterprise” that continues to have a significant impact on our region.

Today, the Port of Seattle is King County’s only port, supporting Washington State’s most populous county which has nearly half of the state’s jobs. One of its current key initiatives is safeguarding middle class jobs. Port Commissioner and EDC Executive Committee member, Tom Albro, considers himself and other commissioners “urban middle class advocates” who are aggressively addressing the shrinking middle class. The Port is a critical leader in the preservation and growth of key legacy economic clusters, Aerospace & Advanced Manufacturing and Maritime & Logistics, while it also rapidly responds to dramatic growth, historic activity at SeaTac Airport, and technology-driven innovation and new opportunities.

Over its more than century-long history, the Port of Seattle has become a center of economic development. According to a 2013 economic impact study, the Port generated more than 216,000 jobs and $4.2 billion of direct wages and salaries. This is where the valuable partnership with the Economic Development Council of Seattle & King County (EDC) comes in.

Together, the Port and the EDC build strong coalitions to drive economic vitality across King County. We work in concert to support companies expanding their real estate footprint and to recruit new companies locating within the region, with a focus on community priorities and job creation. The Port has prioritized working collaboratively with the EDC and cities to leverage its real estate holdings and significant financing tools for economic development that benefits individual communities and the entire region. The most recent example of our collaborative relationship, in partnership with several others, is the opening of Greencore Group’s facility at the Port’s Des Moines Creek Business Park, which has seen significant recent leasing activity. Commissioner Albro refers to the EDC as “the place where transactions happen.” Through its cluster-driven, client-focused approach, the EDC often acts as a broker and connector between a company and the real estate community, whether that be a property owner, such as the Port or a municipality, a real estate firm, and/or a property developer. As the only public-private economic development partnership encompassing King County, the EDC naturally makes these connections.

Economic development requires extensive collaboration: between property owners and real estate brokers, between municipalities and economic development organizations, and between those who provide and deliver infrastructure, talent and services to address business’ needs, but most of all, between the company and the region in which it wants to conduct business. The seamless coordination between several partnering entities is vital to the success of a company doing business here. The Port’s commitment to collaboration helps our region’s economic development engine run. And as the Port of Seattle’s CEO, Ted Fick puts it, when we all collaborate, 2+2=5 (commonly known as “Ted’s Math”).

The Most Interesting Man, Lily Adams, & A Gecko Walk Into A Bar…

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…So they order a round of Mexican lagers, check in on Facebook using their 10GB family data plans, and discuss saving 15% or more on car insurance.

Given the ambiguity of this article’s title, it would seem quite difficult to predict the situation between the three characters. However, if you’ve watched TV or been on the internet lately, you could’ve nailed it on your first guess. That’s because marketers have successfully tapped in to a fundamental aspect of social engagement: personality.

With the rise of social media and inevitable content overload, it’s easy for brands and products to get lost in the fray. Connecting with consumers may be as easy as it’s ever been, but building a relationship beyond the superficial “like” or “follow” is still tricky. Finding profitable, new customers while pleasing loyal fans takes creative thinking. In one of the biggest marketing trends I’ve seen, this creative thinking takes a human-oriented approach.

Successful brand and marketing managers know that building strong, valuable relationships with consumers requires being a human being. It’s difficult to relate to a bottle of beer or a smartphone feature. And very few of us get excited about insuring our vehicles [sorry broker friends]. This is where personality marketing comes into play.

Dos Equis grabs your attention with humor, curiosity, and aspiration. How many “I don’t normally do X” scenarios have you heard or created? We believe that the Most Interesting Man in The World is, in fact, the most interesting man in the world. And we drink Dos Equis because we want to be the most interesting, too! Or, because we want our beer to be an extension of our curious and humorous selves. Chances are, you’re not drinking Dos Equis just for the taste.

AT&T recently launched a campaign to promote its new family plans with a different kind of spokesperson. Lily Adams is sharp and witty, yet sweet and approachable. We see her interact with a variety of characters throughout the campaign, to whom many of us can relate. Whether she’s whispering so she does not disturb a sleeping baby or exchanging basketball accolades with Grant Hill, we listen and remember. 10 gigs to share with unlimited talk and text never sounded so sweet.

And who can forgot everyone’s favorite insurance-purveying gecko: The Geico Gecko? Geico recognized the American infatuation with foreign accents and animals as an opportunity to reach us on a personal level. We can’t help but love the personification of animals. The Gecko’s accent [even with its changes] is memorable and perfect for comical impersonations. His subtle, animated mannerisms are adorable. And just like that, something as dull and, perhaps, gloomy as insurance becomes fun and engaging. That took way less than 15 minutes.

When it’s all said and done, humans are sympathetic creatures looking to relate to one another. Products and services, otherwise mundane and inanimate objects outside of their function, need some spice and flavor to capture our attention [and wallets]. Brands with personality help us justify our purchases and add to our own personal expression. Brands without personality fade into the content abyss. The stickiest of brands are the ones that we can relate to, appreciate, and be proud of; all of which are feelings typically associated with human-to-human relationships, rather than B2C relationships.

When the bill comes, we, the consumers, pay the price. But a valuable brand relationship is worth every penny.

Seattle’s Growing IT Industry

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Editor’s Note: Originally published by the Economic Development Council of Seattle and King County as part of their Northwest Economic Insight – July 2014.

Information Technology: Growing our own for a growing industry

Information Technology (IT) is rapidly becoming one of King County’s most exciting and impactful sectors. From increases in videogames and software development, to big data and cloud computing, King County is solidifying its reputation as a world hub of IT.

The New York Times recently deemed Seattle as the “New Center of a Tech Boom” as local companies flex their tech muscles. Microsoft and Amazon are key players in the boom, attracting high-skilled talent and convincing other dominant tech companies to open up shop in King County. Most recently, HP decided to bring its cloud computing business to Pioneer Square. These recent developments are contributing to Seattle’s newfound reputation as “Cloud City.”

As the IT sector continues to create more and more jobs, educational institutions and organizations are working hard to fill them with bright graduates. University of Washington is a proven leader in computer science and engineering education, while DigiPen Institute of Technologyremains a top game development institution. Other local institutions with prominent technology degrees include Bellevue College, Lake Washington Institute of Technology, and Art Institute of Seattle. However, tech education doesn’t start at higher-ed. Local organizations, includingWashington STEM and Code.org, are focused on computer science education in K-12 systems by developing curriculum and building training tools to help young students learn the basics of coding (one of the fundamentals of computer science).

Although the large corporations are taking the lion’s share of credit for elevating the IT sector, tech jobs are sprouting up in small and midsize businesses across all sectors. At the Technology Alliance’s State of Technology Luncheon, the organization released data from a recent study that shows technology-based employment accounts for over 268,000 jobs in King County. Job growth in IT shows no signs of slowing as local tech powerhouses expand their reach and national companies take advantage of the rare talent pool that exists here.

 

Hey, You. How About Some Good Juju?

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In casual conversation, I frequently run into references of “bad juju.”  In most instances the reference is reactionary, conveying the sheer negativity of an unfortunate occurrence. We’ve all made or heard the reference. Frankly, I’m sick of my beloved nickname, Juju, being restricted to connotations of hardship and misfortunate.

I’m here to bring you nothing but Good Juju.

It’s time to change the status quo. I’ve created an ecosystem where bad juju ceases to exist and is replaced by only that which is positive, wishful, and, well…good. The only business in which I choose to engage is positive. My business brings Good Juju.

Good Juju Consulting is a sanctuary where brands discover their Good Juju, enabled by integrated marketing communications that create connections and build relationships. This is what will keep your audience engaged, whether you’re communicating with consumers, employees, key stakeholders, or the greater community. Good Juju stands by one simple truth: communicate value to succeed. Let’s eliminate all of the bad juju that exists in the forecast and proactively uncover some Good Juju.

No, this is not a “Hello, World” blog post. This is more than that. Consider this a, “pleasure to meet you and thanks for stopping by” post. Take a look around. Hang out for a while. Connect with me and let me know your thoughts! And remember, this is only the introduction. Stay tuned for what’s to be written.