Issue link: http://www.insightdigital.biz/i/76892
2011, Full was determined to shake things up when it came to economic development. And shake it up, she has. Under Full's leadership, Aſter she took over as chamber president in January the chamber hired the Atlanta-based consulting firm Garner Economics LLC to conduct a thorough analysis of the area's economy. Aſter presenting the results last November, she launched a new economic development alliance – Ignite Fox Cities – and embarked on an ambitious plan to raise millions of dollars over the next five years to fund the alliance's efforts. "I found it interesting when I first got here and started "Fox Cities" … not on the map " but most people outside T asking people in the public and private sector who our competition was and they answered hands down that it was Green Bay and Oshkosh," Full says. "That tells me we need to do a lot more around economic development. We're not even at the table with the people who should be competitors like Topeka, Cedar Rapids or Sioux Falls. Those areas have strong economic platforms that allow them to compete in a global marketplace. We're not even thinking about that global marketplace. government leaders take a wider view, which will lead to increased economic growth. She says the initiative is necessary even though New North Inc. and the Wisconsin Economic Development Corporation are also stepping up their efforts around economic development. "Even once you add in what New North is spending, we are still highly under-capitalized when it comes to economic development. Full hopes Ignite Fox Cities will help business and " Douglas S. Kinsinger, president and CEO of the Greater Topeka Chamber of Commerce and GO Topeka Economic Partnership. In the past year, the community landed a new $250 million Mars candy plant. "If it wasn't for the money we invested in economic 10 Best Cities for the Next Decade – has a $5 million annual budget it uses to interest companies to expand or relocate in the area. Topeka's Metropolitan Statistical Area has a population of 230,000 – which is 20,000 less than the Fox Cities' 250,000. Investing in economic development pays off, says Case in point: Topeka – ranked one of Kiplinger's " hose of us living in the New North are familiar with the name "Fox Cities, of the area have no clue where it's located. That creates some challenges when it comes to economic development, according to Jay Garner, president of Garner Economics. When putting together a 161-page report for the Fox Cities Chamber of Commerce, that message became clear. Garner advises that the chamber put together a unified external brand for the area. In addition, it shouldn't rely on the name "New North" either since that is also a name not found on a map. Another concern is that the local airport – Outagamie County Regional Airport – uses the ATW initials. As part of Ignite Fox Cities, the chamber will conduct a brand identity and image survey and develop an external branding and marketing program for the area. packages for businesses and helped the region develop two large business parks – one is 500 acres and another is 1,000 acres. "Economic development is very competitive. You need to spend money on economic development initiatives in order to see a return," Kinsinger says. Making the case E development from public and private sources, we would not be competitive and growing our community and adding jobs," Kinsinger says. "The ROI on economic development is real and felt throughout a community. development group receives from a half-percent sales tax in the area, the group also does private fundraising and is hoping to raise an additional $3 million over the next five years. Those funds have resulted in incentive Besides the $5 million Topeka's economic " 24 | INSIGHT • Augus t 2012 private financing or help with the permitting process. "Business owners are interested in running a conomic development doesn't happen in a vacuum. Businesses go through a complex process deciding where to add jobs or invest capital in a new facility, equipment or technology. Economic development professionals play a key role in the process by helping businesses locate appropriate sites, find government funding or business. We don't want them to become too frustrated in the process and not know where to get help to expand their business," Full says. Communication is central in helping businesses looking to expand wherever they enter the system, whether it's contacting local municipalities, a chamber, the state or an economic development professional, says Steve Sengstock, executive director of Shawano County Economic Progress, Inc. and current chair of the Northeast Wisconsin Economic Development Partnership (NEWREP), an organization of economic development leaders from throughout the 18 counties that make up the New North. "Collaboration is key when working together across www.insightonbusiness .com