Collective Impact Winter 2020

G R E AT E R

GREEN

B AY

CHAMBER

| WINTER

2020

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Collective Impact is published quarterly by the Greater Green Bay Chamber, 300 N. Broadway, Ste. 3A, Green Bay WI 54303. Collective Impact is supported by advertising revenue from member companies of the Greater Green Bay Chamber. For information about the advertising rates and deadlines, contact sales at 920.593.3418. Collective Impact (USPS 10-206) is published quarterly for $18 a year by the Greater Green Bay Chamber, 300 N. Broadway, Ste. 3A, Green Bay, WI 54303. Periodicals postage paid at Green Bay,WI. POSTMASTER: Send address changes to Collective Impact, 300 N. Broadway, Ste. 3A, Green Bay WI 54303. PH: 920.593.3423.

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CONTENT WINTER 2020 | ISSUE 28

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FROM THE CHAMBER PRESIDENT WORKFORCE DEVELOPMENT GOVERNMENT AFFAIRS MEMBERSHIP SERVICES ECONOMIC DEVELOPMENT CHAMBER MEMBER ANNIVERSARIES

FROM THE CHAMBER PRESIDENT If you have conference ideas, send an email to beth@greenbay.com.

The CVB’s sales team is more than happy to do all the legwork.

Laurie Radke president/CEO, Greater Green Bay Chamber

I

f you read the mission statements of the Greater Green Bay Chamber and the Greater Green Bay Convention & Visitors Bureau (CVB), you will see some strong parallels within our plan of work, including one significant word: Economic.

Whether it’s a focus on economic impact or economic development, both organizations are focused on building a stronger and more economically viable Greater Green Bay. So it’s really no wonder we often receive calls at the Chamber – and vice versa – that ideally are answered by our peer organization.

When it comes to the larger landscape, it is an absolute necessity that our organizations collaborate as complementary organizations. That’s because both the Chamber and the CVB are in the business of bettering the Greater Green Bay community.

Whereas we at the Chamber do that by helping member businesses to succeed, the CVB focuses on supporting the local hospitality and tourism industry for out-of-town guests. Both elements are important to a community’s success. That’s why we have been very intentional about having Brad Toll, president and CEO of the CVB, serve on our Chamber board of directors as well as co-chair of the alignment and conferences task force of the 2

Collective IMPACT | Winter 2020

Chamber and Convention & Visitors Bureau are community partners Greater Green Bay Economic Development Strategic Plan that’s helping to mold Greater Green Bay for its future viability. It’s really important, if we’re to propel the community forward, for both organizations to focus on the economic development and enhancement of the community.

I am fortunate to consider Brad not only a professional peer but a friend, and am grateful the pathways of communications, support and collaboration run both ways. It’s been an enlightening experience; Brad is the first to acknowledge that before his involvement with the Chamber, he didn’t appreciate the full extent of the workforce need.

Nor was he initially fully connected to the business community in understanding how to rally it behind efforts to enhance our community.

While most people think of individuals and families when they think of tourism, the CVB’s efforts are also very much business-focused: Think of the conventions they bring to the area. When the CVB bring in a convention, the impact extends far beyond the venue hosting the convention; these people are staying in hotels, eating at our restaurants, visiting our attractions and enjoying our entertainment venues. By filling hotel rooms and employing people, they’re contributing to the community and economically impacting it.

Here are a few examples: • The Wisconsin Arborist Association, a four-day conference in February 2019 with 700 attendees, generated a $366,931 impact.

• Wisconsin Chiefs of Police Association, a threeday conference in August 2019 with 400 attendees, generated a $463,741 impact.

• League of Wisconsin Municipalities, a four-day conference in October 2019 with 600 attendees, generated a $580,421 impact.

• Larger-scale conventions, such as Future Business Leaders of America with 3,000 attendees, for example, produce a more than $1.4 million impact on Greater Green Bay. I share these examples because the more conventions we can welcome to Greater Green Bay, the bigger the bottom-line impact. That’s why we offered to reach out to you, our members, to ask the question, “What association conferences do you travel to attend that might be a good fit to host right here in Greater Green Bay?” Brad’s team consults with meeting planners who look at an organization’s membership to see who has a presence right here in our market.

Why do we care so much about hosting conferences? Because it creates awareness of the greater assets of Greater Green Bay, and this is

What will the new expo center offer?

The new Expo Center underway offers our community an entirely new opportunity for bidding – and earning – different types of convention business. A convention center like the KI Convention Center offers carpet and chandeliers whereas an expo center is about cement and LED lights that caters to exposition-based events featuring industrial equipment, for example, where the setup caters to 10-foot squares with power, data and water in the floor. As a result, convention centers and expo centers are more complementary than competitive. The new Expo Center will offer much-needed expo space; Shopko Hall was 40,000 square feet whereas the new Center will offer 125,000 square feet that is more versatile than anything we’ve had in Greater Green Bay.

more important than ever in the competition for workforce. Every visitor is a prospective future resident, employee of a local business or even a business owner. As we compete for workforce, it’s important for visitors to recognize what a great place Greater Green Bay is not only to visit but to live and work here, too. Almost everyone who relocates to a different area to take a job says they visited that community at some point.

Conventions typically gather thought leaders and business owners/leaders in a particular industry segment. This would complement the existing work the CVB does by attending more than 20 sales shows annually to sell our community as a place for conventions, meetings and sports tournaments. Every one of those people visiting is on the receiving end of the Greater Green Bay experience, and who better to serve as an ambassador for our community?

The whole idea of “placemaking” is something that happens every time we have an interaction with a visitor to our community. We are fortunate that, thanks to our strong relationship with the CVB, we have a role in the proposed Greater Green Bay Visitors Center where we will be able to showcase elements of our Fact Book and what makes Greater Green Bay what it is – selling ourselves, if you will, to people who might consider making it their home and/or doing business here.

I, for one, am excited about the opportunities we’re seizing thanks to our partnership with the CVB.

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Winter 2020 | Collective IMPACT

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WORKFORCE DEVELOPMENT

Parents, it all starts with you!

I

t is never too early to help your child figure out what he/she is interested in. In fact, the Chamber’s Parents,We Need You movement encourages parents, guardians and mentors to work with their children to know themselves, explore their options, plan their future and make their dreams come true.

Parents We Need You, a Partners in Education initiative under the workforce development arm of the Chamber, offers a variety of free resources to aid in these career discussions with children. Your child’s interests may change, and that is completely normal.

The resources on the Chamber’s website at www.ParentsWeNeedYou.org do not expire, and they offer a variety of job information within each career cluster.

The main goal for this program is to share the message to parents that their children cannot do this on their own. They need guidance, and that begins with you.

“Parenting has a lot of different aspects,” shared Sue Zittlow, vice president of workforce and leadership development for the Greater Green Bay Chamber. “This is a gentle reminder that helps parents to have an awareness of what they can be doing to help their children plan their future.”

1. First, help your child by asking them questions regarding what their strengths are, what makes them feel energized, what interests them and the subjects they value and are good at in school. Keeping in mind that complimenting your child as you see them use their strengths is also important. Take the extra step in using the career planning tools found on the website.

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Collective IMPACT | Winter 2020

2. Next, aid your child in exploring his/ her options by doing research with them on which career options are in their favorite subject/interest area. At this stage, it is important for them to recognize the life skills needed to succeed in that particular career. Life skills (a.k.a. soft skills) are character traits and values that include effectively communicating, problem solving, dependability, accountability, creative thinking, work ethic and many others.

“This will also allow for you to set up a family value system in your house,” added Zittlow.

3. Third, you and your child need to sit down and make a plan for their desired career path.

It’s time for you to set goals and benchmarks with your child. During this planning process, begin selecting classes, volunteer groups, extracurricular clubs and activities closely linked to the career they are pursuing. Again, it is important to remember that as interests change, so, too, do plans. Nothing is set in stone; it is simply a springboard for your child to figure out what they want to do for their career.

4. Lastly, you and your child should “go” by growing his/her life skills. Now is the time for them to showcase their strong work ethic, be adaptable in situations, be a team player, demonstrate strong communication skills and more. Help them to put their knowledge and life skills into practice.

“Many companies hire based on the best ‘cultural fit,’ otherwise known as their life skills,” informed Zittlow.

You can receive more information today by inviting Zittlow and other committee members to present more thoroughly about this program and its benefits. Zittlow offers the opportunity for employers to host an introductory presentation to the Parents We Need You efforts, in which she or another committee member will give a 20-minute presentation. Ten minutes are left at the end for thoughts and questions.

“As an employer, you are showing your employees that you care about them personally as well as professionally,” said Zittlow on presenting to businesses. “Not to mention, a greater awareness of your child’s hopes for the future.”

For more information, visit: www.ParentsWeNeedYou.org Help your employees know you care about them as more than merely employees, including about their children’s future. To schedule a Parents We Need You presentation or to ask questions, visit greatergbc.org/partnersineducation.org and click on the tab under the parental engagement section.

WORKFORCE DEVELOPMENT

Your support is the key Sara Oettinger, manager—talent acquisition, Imperial Supplies “I was already familiar with Parents, We Need You before the program presentation offered at work, and I support it. It’s exactly what it sounds like: a call for help from parents. Our communities and our educators need us, as parents, to be more actively engaged with our children in figuring out who they are and how their skills can translate in a career. There needs to be more of a partnership between parents and educators to create long-term success for our children and our community.

“As a parent of three, this program has helped to push me out of my comfort zone. We should all be motivated to expose our children to activities and experiences we wouldn’t ordinarily be interested in to grow and discover their skills and interests. It pushes you as a parent to think more critically about the whole family trying new things.

“This program is in place to help parents to be more mindful, and gives you the tools to approach these conversations with our children on an ongoing basis.”

Looking forward to the future Ashley Bodwin, employee relations specialist, Imperial Supplies “As a new mom, I wanted to know what was taking place in our community to better the lives of our children. The Parents, We Need You program is a good platform to start asking questions of our children and for us to start grouping their questions into interests. I can already tell this program will help me to look deeper into my daughter’s interests and see where her passions lie in the future as she grows.

“We were also able to use some of the resources on the website for a family member interested in making a career

change. They took the My Next Move assessment to see how their interests relate to certain careers. I personally enjoy taking personality tests and took the 16Personalities assessment as well.

These tools are very valuable for children and their parents.

“Many times as parents, it can be pretty tiring and trying. So, for us to have resources that can help us aid our children in understanding themselves is very helpful. I’m interested in doing all I can to get ahead of the game and know where to direct my daughter’s questions once she is older.”

Winter 2020 | Collective IMPACT

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WORKFORCE DEVELOPMENT

FindYourInspiration.Careers serves as business, student and educator resource

C

onnecting schools, community partners and business is nothing new for the Chamber. The workforce development team at the Chamber continues to build resources to support our area employers, community organizations and schools. The latest resource being revamped is FindYourInspiration.Careers.

FindYourInspiration.Careers is a career exploration platform to provide students, educators and community individuals a way to connect, communicate and collaborate with local businesses.

“FindYourInspiration.Careers is designed to inspire, educate and train the future workforce while simultaneously showcasing what Greater Green Bay companies have to offer,” said April Pingel, youth development manager, Greater Green Bay Chamber. Its name is also a nod to the career exploration event hosted annually with several thousand eighth-graders, Find Your Inspiration career exploration event.

Businesses that choose to have a profile on the site have an opportunity to showcase career opportunities, share their corporate culture and connect and communicate with students, educators and young professionals. They can offer career exploration options such as job shadowing, formal mentoring, summer employment options, part-time job openings, internships, career fair exhibiting and company tours.

FindYourInspiration.Careers offers a direct connection between businesses’ human resources professionals and individuals in different stages of their career planning process toward sustainable, long-term positions. The site replaces the former Your Future Greater Green Bay website, offering a restructured and refreshed experience that better meets the needs of stakeholders. The new development of the platform comes after a year-long process improvement initiative of the Chamber’s workforce development team.

“It really bridges a gap between the world of business and education in developing a thriving

workforce for Greater Green Bay, as the platforms supports bringing real-world relevance to the information already being taught in the classroom” added Pingel.

Additionally, the platform offers a plethora of resources including, career events calendar, job interviews preparations, samples of resumes specific to careers and scholarships, insights into communication techniques and financial resources specific to their career plan. When platform users have access to career exploration experiences, the future workforce has access to developing the hard skills within their interest area and the employability skills businesses are requesting for successful employees.

“By collaborating and sharing resources in one place, schools are offering students the experiences to develop skills they need while businesses receive a successful end product: a well-prepared future employee,” said Pingel.

Learn more at FindYourInspiration.Careers or call Pingel at 920.593.3404.

Winter 2020 | Collective IMPACT

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GOVERNMENT AFFAIRS

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Kasha Hunto ws ki

Krier

Young Professionals Advisory Council gives YPs a voice Melinda Mo

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n lso “What I love about Greater Green Bay is that you can be a YP and make a difference quickly, whether through local government or at your company,” said Melinda Morella-Olson, director of strategic engagement, Imaginasium. “I see YPAC as an extension of that.”

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Collective IMPACT | Winter 2020

Y

oung professionals in Greater Green Bay have a unique opportunity with the Young Professional Advisory Council (YPAC): the opportunity to be a sounding board and “think tank” with the Green Bay mayor’s office and to influence change.

People say, ‘I wish Green Bay was better,” and this group has a clear vision of what that could be as we work to create a community that’s increasingly appealing to diverse young talent. I see Greater Green Bay on a precipice of really great change.”

YPAC, a Current Young Professionals committee, is unique to this area; there aren’t many communities that offer something of this nature to their young professionals (YPs). It provides a forum for YPs to share what’s important to them as a means of bolstering the attraction and retention of this group in our area.

YPAC is comprised of diverse individuals who were vetted through an application process before joining YPAC. Krier says she believes they’ve gathered some very smart people who are poised to continue to have productive conversations with local government and its municipal leaders.

“It’s really about giving YPs a voice in conversations that affect them,” said Laurie Radke, president of the Greater Green Bay Chamber.

“It’s about providing their perspective to enhance community conversations.”

The group “puts its weight behind” projects they researched and determined resonate with the YP audience. Their role is to be an influencer and educator when it comes to things such as creation of a cultural trail, participation in the 2020 U.S. Census and potential development of Renard Island. They encourage YPs to write letters of support, meet with elected officials and educate young people on how they can insert themselves in initiatives, ideas and projects in the community.

That’s what resonated with the current YPAC chair, Sarah Krier, digital marketing manager, Breakthrough. “I see it as an opportunity to influence any number of projects affecting young professionals and to empower people to become civically engaged on a local level.

GOVERNMENT AFFAIRS

Mallory Nash, Current Young Professionals program manager “I greatly appreciate the opportunity to work with driven, talented and passionate people who care about our community and what it has to offer.

Greater Green Bay provides a one-of-kind experience and this is highly attributable to the work being done by YPs including the individuals in YPAC. I’m proud of the role Current plays in our community,”

The projects on their radar A cultural trail

A group of individuals associated with the Greater Green Bay Economic Development Strategic Plan traveled to Indianapolis to learn about best practices related to community development – and that included studying the eight-mile, urban bike and pedestrian path. The draw: the trail seamlessly connects neighborhoods, cultural districts and entertainment amenities while providing dynamic and beautiful experiences AND serving as a catalyst for economic growth.

“They learned that a trail like that isn’t simply about recreation; it’s about getting people out on the trail, in front of businesses and benefiting economic development,” said Melinda Morella-Olson, director of strategic engagement, Imaginasium, Inc., and YPAC member since its inception in 2015.

Renard Island

Shopping, dining and recreation are proposed for the redevelopment of the 55-acre Renard Island into a recreational and ecological asset for the community. It, too, offers the opportunity to be a draw in the community with an opportunity for recreation and leisure alike, said Rashad Cobb, community engagement program officer, Greater Green Bay Community Foundation and YPAC member.

“It would be cool for YPs but also for everyday people, whether they fish, camp, bike or just want to do things in nature as it’s simply a place to bring together the community – all of the community no matter

The trip revealed the immense support required by the community and stakeholders to make a trail of this nature materialize, and it “felt like the right fit for YPAC to support it because it’s about placemaking.

It’s about drawing people to an area to gather and having something unique that connects areas of the community such as the University of Wisconsin-Green Bay and the Titletown District, for example,” she said.

“There’s a perception in some people’s minds that the campus is so far away from downtown, but in reality, it’s only six miles and could be easily accessed by walking and other modes of transportation.”

what income level they are,” he said. “There’s really unlimited opportunity in terms of community building and interaction.”

Being on the front of end of conversations about a development like this made the proposed project a ripe opportunity for YPs, he said.“It’s really about having an opportunity to create something that doesn’t exist yet; something we can weigh in on the ground level, share our passion for and help to shape be it through raising awareness, sharing ideas or garnering support.”

Winter 2020 | Collective IMPACT

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GOVERNMENT AFFAIRS

The projects on their radar (continued) The 2020 U.S. Census

Learn more about YPAC and the topics they’re addressing at www.GreaterGBC.org/ YPAC

Kasha Huntowski, executive director for the Neville Public Museum Foundation and a member of YPAC since its inception, is also a member of the Complete Count committee for Mayor Eric Genrich’s office. She brought the importance of YP participation in the 2020 U.S. Census forward to YPAC for consideration.

“We know that YPs are one of the hard-to-reach demographics for the Census and yet their voice is really important. [Census] numbers are used for some very important things over the next 10 years – things that will impact us such as drawing school district boundaries, obtaining money for public transportation and replacing aging infrastructure, for example,” said Huntowski.

online options vs. having to talk to someone at your front door. To that end, Current Young Professionals will employ the use of a social media campaign to reach YPs to relay the importance of their Census participation to everyday life.

“The Census only happens every 10 years, and the steps we take today will impact all of us, including YPs, for an entire decade. We need to think about the impact on not only us, but our future families including kids, as well as being mindful of how what we share determines quality of life elements – such as access to transportation — that will help with attracting and retaining young talent.The Census is the best way we have to ensure we get our fair share but everyone, including YPs, needs to participate,” she added.

Her goal with the committee is to educate everyone on why it’s so important, and to make people aware of how much easier it is to participate because there are

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MEMBERSHIP SERVICES

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In-person connections count

68

WORD CHOICE 7%

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of entry-level professionals value face-to-face networking more than online

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Nearly 100% of people say face-to-face connections are essential for long-term business relationships

%

of people say they build stronger, more meaningful business relationships in person

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Collective IMPACT | Winter 2020

Face-to-face conversations tend to be more positive, and perceived as more credible than online conversations

FACIAL EXPRESSION 55%

INFLECTION 38%

We can’t read people’s tone or intention in an email or social post. While what we say verbally is important in a face-toface conversation (word choice is 7% of a conversation’s value), how you say it/ inflection is 38% and a whopping 55% is facial expressions/how we look when we speak. How people perceive us and our sincerity is affected by nonverbal cues.

MEMBERSHIP SERVICES

The Chamber is, at its heart, a convener. An instrumental piece of that is providing opportunities for members to make meaningful connections. We do so through more than 100 events a year – some of which are exclusively about making or reinforcing connections.

We recognize everyone has different needs; what a one-man/woman

show needs varies greatly from an established business with a larger staff. There are many variables that may include building your network or simply networking. (Yes, there is a difference and we recognize the importance of each.) And while we recognize the value of LinkedIn and other online tools, they and in-person opportunities are important tools, and there’s a place for both in-person and online connections.

Events focused on making connections

BUSINESS AFTER HOURS When: September through May Visit a different Chamber member business each month, learning more about our business community while enjoying refreshments, tours and interactive activities and making business connections.

CURRENT AFTER FIVE When: Monthly Young professionals visit a different Chamber member business each month, enjoying a social and networking opportunity.

POWER NETWORKING BREAKFAST When: Monthly Members provide a two-minute elevator speech in this round-robin event; insights lead to offline meetings and discussions.

Winter 2020 | Collective IMPACT

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MEMBERSHIP SERVICES

First-person accounts for Chamber Show your face Barb Braun, senior executive assistant, PAi Retirement Services, and Chamber ambassador “I’ve attended the annual dinner for the past several years. I go to support the people who receive the awards and love the keynote speakers. When you

announce who’s coming, I always make sure to get there! The networking is great, too; over the past few years, that has really helped me in the community.

I see people I know as an ambassador and as a graduate of Leadership Green Bay. It’s a great way to be out there and be present.”

Connect with change-makers Barbara Koldos, market development leader, Hoffman Planning, Design & Construction, Inc., Leadership Green Bay Class of 2020 and mentor for the Greater Green Bay Teen Leadership program; past chair for Young Professionals Advisory Council (YPAC) “There’s no better way to build business in a community than through the Chamber. When we (Hoffman) are in a community, we want to be involved, and the Chamber is the perfect way to do that. We believe that you get what you give. Chamber

membership is a great way to have access to other Chamber members; you can meet people from all levels. When I moved here 10 years ago from Phoenix, I didn’t have a network of family or friends. Current Young Professionals allowed me to build

relationships, friendships and a network. Now, I’m entering a stage where my cohort is starting to become the decision-makers, change-makers and influencers.

It’s a neat transition to build relationships and to see how we’re able to do business together.”

Opportunity for personal connections Robyn Davis, president and CEO, Brown County United Way “I certainly value the relationship and partnership that the United Way has with the Chamber. So any opportunity I have to support Chamber events, I want to participate. I particularly enjoy the annual dinner as the

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Collective IMPACT | Winter 2020

programming is always very good in terms of speaker and topics.

It’s also a great opportunity to connect with people in the business community on a more social level. So often, I see people during the day at meetings but

then we have to go to the next meeting and don’t have time for a casual conversation let alone an in-depth one. These are some of the reasons I continue to attend Chamber events.”

MEMBERSHIP SERVICES

connection opportunities Business builder Steve Baue, ERC: Counselors & Consultants and Steve Baue, LLC, and current Chamber board chair “One thing I noticed when my wife and I moved to Green Bay eight years ago was that many of the great events we attended were Greater Green Bay Chamber events. Dynamic networking, talented speakers and countless ways to impact the community kept us returning time and again.

“When we purchased ERC in 2014, there wasn’t even a question whether to continue as a Chamber member. As we got to see firsthand how the Chamber supports the business community and the greater Green Bay community, it became important for us to not just be a member, but to be an active member.

“For us, participating in the Chamber is the single best use of our time. The Chamber is a multiplier. What we invest in terms of our time is always outweighed by what we get out in terms of fruitful conversations and the ability to make a difference.”

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MEMBERSHIP SERVICES

Brand awareness Mark Ver Voort, project manager III, Boldt Council (YPAC) “Attending Business After Hours is an opportunity to get to know leaders in the Greater Green Bay business community and let them get to know us. There are high-performing businesses in our area, and we are one of the top contractors in the country.

Most people know who we are

but don’t necessarily know what we do successfully as an organization. The Chamber presents opportunities to meet lots of people, most of whom may not have a need for construction services. Connecting with others provides the platform with decision-makers to plant seeds

in case they have conversations with others who are looking for services that we provide. It’s more about, ‘Hey, I know Mark from Boldt. He’s a Chamber member and here is his contact information.”

Conversation starter Mark Dunning, outside sales manager, LaJava Roasting House, and Chamber ambassador since 2018 “In my role with LaJava I have the pleasure of working with a wide range of businesses in our community. Connecting through the Chamber has been a big part of my success and a great jumping-off point to begin conversations, establishing common ground and mutual respect. Participating in the monthly Power

Networking Breakfast has been a priority for me; it seems like every time I go I connect with new businesses in a meaningful way. It’s a good mix of regulars who attend each month as well as an opportunity to get to know the one-off attenders and newer Chamber members as well.

“Working with the Chamber has significantly contributed to my success in the Greater Green Bay community. I didn’t grow up in this area, and my Chamber involvement has opened doors for me in very meaningful ways.”-

Connecting with do-ers Shannon Gille, community manager, special events, American Cancer Society “Every month, I look at the goals I have and share communication and information at the Chamber’s Power Networking Breakfast. In December, it’s the Burger Battle.

In the summer, it’s seeking teams and volunteers to help with the Making Strides event. Many attendees come out in some way – fundraising, volunteering or other efforts. What I get out

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Collective IMPACT | Winter 2020

of it varies; it could be different and new sponsors, other partnerships, teams, volunteers and just really good connections.The Power Networking Breakfast is a great way to be introduced to new people. Sometimes, you don’t know if there’s a connection but it’s a matter of saying, ‘Tell me about your place and I’ll tell you about mine’ so it’s great

for networking. I’ve developed some really great relationships and friendships. In December, I went through the list and highlighted the ones I had made a contact with this past year, and there were 23 of them. You just never know; the more they see you and hear what you’re doing, it can spark connections you wouldn’t make otherwise.”

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ECONOMIC DEVELOPMENT that unlike some clusters in which certain companies have a lion’s share of the market, no one trucking company has a market cap of more than 2% of the transportation spend in the U.S.? In fact, the largest trucking company in the U.S. only owns 0.5% of all the tractors on the road.

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Daniel Heiser, St. Norbert College

Matthew Dornbush, University of Wisconsin–Green Bay

What does it take to pursue a career in transportation and logistics?

Logistics experts need to focus on transportation, specifically the efficient planning and procurement of transportation for products and materials. Freight trains, trucks, ships and planes move goods every day. Knowledge of the rules, regulations, benefits and costs associated with these modes of transport is necessary for professionals in this field. To succeed, you may also

#GreenBayMade transportation and logistics companies View all video snippets about how Greater Green Bay has been the right place for companies such as KBX Logistics, Schneider, Paper Transport, Inc. and others to build and/or grow their transportation and logistics companies.

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Collective IMPACT | Winter 2020

They speak to the importance of innovation, the pool of qualified candidates in the area, how they’re growing and so much more.

View them all at www.GreaterGBC.org/ transportationandlogistics

need strong skills in strategic planning, customer service, leadership and math. Education for the industry as a whole ranges from associate degrees in software application development, logistics, computer science, sales, supply chain and marketing, to bachelor’s degrees in finance, engineering, business, information systems, supply chain, data analytics and sales, to master’s degrees in math and operations research and even doctorates in economics, engineering, statistics and bioinformatics.

View for yourself Watch a snippet or the entire video of the Transportation & Logistics Forum event at www.GreaterGBC.org/ transportationandlogistics

ECONOMIC DEVELOPMENT

Greater Green Bay — Transportation & Logistics Industry Cluster Delivering you to the world Transportation and logistics is the #1 industry for job growth.

1% of all transportation and logistics jobs nationally are located here.

We have the 18th largest employment concentration in the transportation and logistics industry in the U.S.

There are 11,000 jobs in transportation & logistics here.

642 transportation and logistics companies are located here.

LEARN MORE from the Greater Green Bay Chamber’s economic development arm by contacting Kelly Armstrong,VP of economic development, 920.496.2113 or karmstrong@greatergbc.org.

Winter 2020 | Collective IMPACT

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ECONOMIC DEVELOPMENT

Transportation and logistics – A growing cluster integral to the area’s future growth

T

hose of us who have grown up or lived in the Greater Green Bay area for any length of time are used to Schneider’s blaze orange trucks as part of the backdrop of our lives.

But did you know our community is actually a hotbed for the transportation and logistics industry?

Greater Green Bay has the 18th largest employment concentration in the transportation and logistics industry in the United States – 642 companies. In fact, one percent of all transportation and logistics jobs nationally are located here – that translates to 11,000 jobs. And, transportation and logistics is the number one industry for job growth. From 1998 to 2016, the transportation and logistics cluster was responsible for the largest job gains in Brown County.

Transportation and logistics is a key industry cluster, defined as a geographic concentration of interconnected businesses, supplier and associated institutions in a particular field.

“This is important because industry clusters increase the productivity with which

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Collective IMPACT | Winter 2020

companies can compete, nationally and globally,” said Kelly Armstrong, vice president of economic development, Greater Green Bay Chamber.

Most of us are aware of transportation as the movement of people, animals and goods from one place to another, be it by air, rail, road, water, cable, pipeline and space. While transportation is the driver of logistics, logistics is the race car driver in the seat of transportation. Logistics is the planning behind transportation to get freight from point A to point B. More people are sitting up and taking notice of the importance of this industry cluster to where Greater Green Bay goes in the future.

It was the topic of the day at the first-ever transportation and logistics forum the Chamber hosted in late November, during which business leaders, educators and others came together to dialogue on how to leverage this industry cluster in the area. At the root of this growth: collaborative work, of course, but also assuming the mind-set of innovation and investment in the technology.

Fortunately, Greater Green Bay’s transportation and logistics companies have seized this opportunity and are making investments to create additional opportunity.

Mark Rourke, president and CEO at Schneider, and Paul Snider, president at KBX logistics, spoke to how these investments are paying off. They are creating opportunities for additional roles in those companies that’s garnering interest from the next generation

ECONOMIC DEVELOPMENT

of employees. These include recently sought roles as data scientists, logistics coordinators, IT solution analysts, planners, optimization engineers and transportation procurement analysts.

“They’ve completely transformed their region with those investments. Just imagine what we could do if we get public and private sectors aligned in Greater Green Bay.”

Schneider even ranked in the “FreightTech 25,” which recognizes the most innovative and disruptive companies in freight. This is significant as a prosperous cycle of economic development accelerates when innovation activity increases.

Drawing more attention to the viability of this industry for career paths is something that begins in K-12 schools and culminates with universities, which are critical to stimulating innovation activity. And it cannot be overstated, said Dan Heiser, Ph.D. J.D., dean of the Schneider School of Business and Economics at St. Norbert College.

The Cofrin School of Business at the University of Wisconsin-Green Bay concurs on the opportunity to make Greater Green Bay a center of national excellent in supply chain and logistics.

“The role of transportation and logistics in future economic development is crucial,” said Heiser. He points to the significant portion of retail that has moved away from brick and mortar storefronts to a consumer-driven supply network that “has become incredibly complex and subject to disruption. In the education sector, preparing people to leverage the massive quantity of supply chain-related data to draw actionable business insights is an incredible opportunity. We are just scratching the surface at this point.”

That includes addressing a multitude of issues related to warehouse optimization, route selection, network design and marketing applications, all of which are ripe for the right analytical skillset. The advent of e-Commerce – the Amazons and other e-commerce sites of the world – have increasingly put the consumer in the driver’s seat with expectations of same-day and next-day deliveries, requiring the logistics industry to quickly change to meet the needs of the consumer when it comes to fulfillment.

“It is very promising to hear the shared view that higher education must be a critical player in this transportation, from talent generation, to applied research, to thought leadership,” said Mathew E. Dornbush, dean, Austin E. Cofrin School of Business, University of Wisconsin-Green Bay. He’s also heartened by the meaningful partnerships occurring among higher education provides in the area as that alignment is essential to strengthening the local economy. Dornbush says enrollment in the school’s supply chain program has grown rapidly over the last three years, to the point that it’s now ready for the next step in its evolution be it a graduate program, an enhanced undergraduate experience, a more focused direction in applied research or some other form.

“I left the transportation and lo-

“The role of gistics forum more convinced ever that supply chain transportation than will continue to expand and logistics in its role within the Cofrin future economic School of Business,” he said. development Craig Dickman, managing director at TitletownTech, is crucial,” founder of Breakthrough and

He points to an example of the opportunity that lies within the transportation and logistics industry in Will County, Ill. There, the job growth and economic development associated with Union Pacific and BSNF intermodal ports is a “testament to the potential for a supply-chain driven economic development strategy,” he said.

long-time transportation and logistics employee, concurs Greater Green Bay has the makings to take things up a notch in the industry.

“I was at a transportation and logistics conference in Atlanta, and there was a transportation analyst there known throughout the world. He stood up and said, ‘if you want to innovate in the movement of things, there are two places you need to see: Chattanooga and Green Bay.’

We brought a representative of Chattanooga here and he said,“There’s even more opportunity for transportation and logistics] in Green Bay than there even is in Chattanooga. We are recognized as one of two centers that can become the best in the world.”

During the forum, national industry experts spoke to how legislation and politics trends impact interstate commerce, as well as the importance of an industry cluster for startups. FreightWaves CEO Craig Fuller believes innovation in the freight sector is still in the very early stages, and Greater Green Bay has an incredible opportunity to build on history and build collaboration for the future.

Armstrong says the biggest takeaway from the transportation and logistics forum is the opportunity. “#GreenBayMade is about the strength of embedded talent here and the importance of fostering entrepreneurialism,” she said.

Winter 2020 | Collective IMPACT

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