REGIONAL ECONOMIC DEVELOPMENT ALLIANCE
ANNUAL REVIEW
2 0 1 9 -2 0 2 0
INDIVIDUAL REGIONAL STRENGTHS S U CCESS
Individual
CONTENTS
Strengths.
INTRODUCTIO N LETTER
Regional Success.
04 THE TEAM
05 PA RTNERS
06 K E Y S U CC E SS E S
07
ECO NOMIC LA NDSCA P E
0 8 -1 0 ST R AT E G I C AC T I V I T I E S
11 CO V I D -1 9 R E S P O N S E E F F O R T S
1 2 -1 3 R E G I O N A L M A R K E T P L AC E P R O M OT I O N S
1 4 -1 7
N o te : Al l i nfor m ation presented in this repo r t is fo r t h e pe r i od of Aug ust 1, 2019 - Aug ust 3 0, 2 02 0 un le s s oth e r w is e noted.
OBJECTIVE To retain and grow the primary economic base of the Greater Mankato Regional Marketplace through business retention, new enterprise, emerging business development and new business development.
PURPOSE It has become broadly accepted, embraced and understood that economic prosperity and activities do not stop at jurisdictional boundaries. Rather our economic and community prosperity lies in the success of our collective and immediate marketplace. For this reason, the parties wish to facilitate economic development of the communities that make up the Greater Mankato Regional Marketplace. This endeavor will offer a “forum to strategically facilitate regional assets and opportunities” for the purpose of business development, and will enable us to enhance and develop our future economic prosperity.
GUIDING PRINCIPLES • Economic prosperity
• Direct technical assistance
• Atmosphere of cooperation
• Efficient and effective delivery
• Unique strengths and characteristics
• Supportive Actions
4
LETTER OF INTRODUCTION from the President & CEO
T
he Regional Development Alliance (REDA) comprised of local government leadership and Greater Mankato Growth staff is celebrating eleven years of partnership in 2020 that focuses on a common vision and working toward regional objectives collaboratively.
Appreciation is extended to each of our collective partners for their engagement and commitment towards strengthening our regional economy and putting south-central Minnesota on the map as a strong and competitive economic center. Our unique REDA model continues to be considered a best practice example across the state and beyond for its ability to foster successful regional collaboration. Frequently, other communities and jurisdictions are attracted to what our region is continuing to accomplish and move the needle forward in...year after year. As we have all experienced, 2020 has proven to be a much different year than anticipated. REDA began the year with a strong work plan utilizing new strategies based on collective partner feedback that focused on recruitment of new businesses through a number of strategies including a greater presence at national trade shows, utilizing social media for direct marketing to targeted audiences/ industries and tiered follow-up strategies with companies. With the on-set of COVID-19 everything changed and it was essential that REDA strategies pivot to meet the needs of our partners and businesses in addition to leveraging our organizational expertise to help support industries, especially those impacted most. As we continue to navigate uncertain and unique times, it will be critical to continue to adapt our strategies as necessary to support retention and growth wherever possible. This annual report features highlights in the areas of new business, existing business, new enterprise and marketplace enhancements. Additionally, a special section is included to provide insight on activities and reporting associated to COVID-19 response and ongoing efforts to support our region into the future. A consistent theme you will find throughout this report is the power of working together, especially with the successes that have been accomplished over the last several months with including increased business connections, additional efforts to support local businesses, surveys and data collection, and strategies to provide critical information and resources. These efforts showcase the value of partnership and the strength of what can be accomplished collectively. We invite you take this opportunity to celebrate the continued success of REDA as well as share acknowledgment and commitment to the important work that lies ahead as we move our region forward together!
Jessica Beyer President & CEO Greater Mankato Growth, Inc
5
THE TEAM
At Greater Mankato Growth, we work for all of the participating communities of the Regional Economic Development Alliance every day. Think of the staff listed here as an extension of the participating communities, additional staff that are experts in the niche of economic development. They work to provide data, connect resources and retain and attract vital businesses across the region. Because the staff works with many communities, businesses and organizations, they have a pulse on what is happening across the marketplace and can leverage resources and knowledge for the benefit of all. Affiliated staff members contribute to Regional Economic Development Alliance and participate on an as-needed basis with the group.
J oh n Co n s i d i n e II I
R yan Vesey
Ji m Santo r i
Director of Regional Business Intelligence
Economic Development Specialist
Business Development Director*
AFFILIATED STAFF
AFFILIATED STAFF
B r i d ge t N orl a nd
S am Ziegler
Patrick Baker
Director of Marketing & Communications
Director of GreenSeam
Vice President and Director of Government & Institutional Affairs*
* Former staff of 2019-2020
6
PARTNERS Regional Economic Development Alliance has been comprised of five cities and two counties with Greater Mankato Growth serving as the facilitator. All partners and representatives are committed to serving all of the cities in the Mankato - North Mankato Metropolitan Statistical Area (MSA).
Ad v i s or y Com mit tee CHAIR: Mark Dehen VICE CHAIR: Jack Kolars President & CEO: Jessica Beyer
EAGLE LA KE
LA KE C RYSTA L
Elected Official: Jim Beal, EDA Commissioner Staff Representative: Jennifer Bromeland, City Administrator
Elected Official: Brad Ahrenstorff, Mayor Staff Representative: Taylor Gronau, City Administrator
M A N K ATO
N ORTH MA NKATO
BL UE E A RT H COUN T Y
N I CO LLET CO UNTY
Elected Official: Mark Piepho, Commissioner Staff Representative: Bob Meyer, County Administrator
Elected Official: Jack Kolars, Commissioner Staff Representative: Ryan Krosch, County Administrator
Elected Official: Jessica Hatanpa, Council Member Staff Representative: Pat Hentges, City Manager Affiliated Staff: Paul Vogel, Director of Community Development Kristin Prososki, Economic Development Specialist
Elected Official: Mark Dehen, Mayor Staff Representative: John Harrenstein, City Administrator Affiliated Staff: Mike Fischer, City Planner
SAINT PETER Elected Officials: John Kvamme and Kerri Johnson, Council Members Staff Representative: Todd Prafke, City Administrator Affiliated Staff: Russ Wille, Director of Community Development
Region Nine Development Commission serves as a regional liaison.
Regional Econom ic D evelo p men t A llia n ce A n n u a l Review
7
KEY SUCCESSES
189
53
CONNECTIONS MADE WITH EXISTING & NEW BUSINESSES
19% - 2ND
Provided critical business information, leading to the purchase agreement for land to build a
HIGHEST GDP GROWTH OVER THE LAST 8 YEARS
400,000
(AMONG METROS OF
square foot warehouse
SIMILAR SIZE)
During the Covid-19 Pandemic
+ 16 + 8
NEW BUSINESSES OPENED BUSINESSES EXPANDED
50
COVID-RELATED
ARTICLES WITH A COMBINED
30,259 PAGEVIEWS
3.96%
MEDIAN HOUSEHOLD INCOME GROWTH RATE FROM 2017-2018 (U.S. AVG.)
NEW BUSINESS CONTACTS (RFPS, NEW TO MARKET, PROSPECTS)
$
Provided critical business information to assist with the purchase of a vacant retail facility, resulting in the payment of more than
500,000 in back taxes.
95
PRIVATE SECTOR BUILDING & RENOVATION PROJECTS (2019)
NORTH MANKATO advanced in a national site selection process for Project Spectrum.
8 Mankato-North Mankato Metropolitan Statistical Area (MSA) – Blue Earth & Nicollet Counties
ECONOMIC LANDSCAPE 8/12/2020
Evidence of Growth
The Mankato-North Mankato metro area has had steady population growth since 2010. Over the last 8 years, the MSA has grown by 3.48%. On average, the 32 MSAs in the upper Midwest (MN, ND, SD, IA, WI) grew by 5.84%.i However, many (29) of those MSAs are much larger in size therefore grow at a much faster rate. The same can be said of MSAs with a similar percent of college age students (18-24 years old) with an average population more than double (215,944) that of Mankato-North Mankato. MSAs of similar size population (the 10 just above and the 10 just below) grew 1.33%.ii
Population 2010-2018 Growth Rate 8.00% 7.00%
6.84% 6.17%
5.84%
6.00% 5.00%
Comparison to Communities of Similar Populations 3.75% 3.48% 4.00% Mankato-North Mankato is the smallest of the communities included in the comparison based on college-aged 3.00% population and is smaller than 29 of the 32 MSAs in the upper Midwest. As such, a comparison between communities of 2.00% 1.33% a similar size is best suited for a detailed comparison. Mankato-North Mankato was 2nd in GDP growth, 4th in job 1.18% growth, and 4th in1.00% population growth using this comparison category. 0.00%
Real GDP In Millions Jobs Population Mankato-North Similar Population Upper Midwest Similar College 8 Year Average 10 Year 8 Year Size Population METROPOLITAN AREA Mankato 2010 2018 Growth May 2020 Growth 2018 Growth Rate Averaged Growth Rate Rate Combined Growth RateRate Ames, IA
4797.5
5782.9
20.54%
49,516
-3.37%
96,922
Mankato-North Mankato, MN
4601.8
5476.1
19.00%
54,889
1.42%
100,105
8.2%
3112.5
3487.7
12.06%
49,808
-1.09%
102,023
0.6%
97,692
6.5%
3.5% In the last year, the population of Mankato-North Mankato MSA grew by 0.87%. This growth rate exceeded the average Grand Forks, ND-MN 4407.9 5132.8 16.45% 48,588 -7.73% 101,991 3.6% growth rate of other upper Midwest MSAs, with an average population growth rate of only .61%. Communities with Fond du Lac, WI 4132.0 4779.6 15.67% 51,613 -0.71% 102,315 0.7% similar percentages of college aged students averaged a growth rate of 1.01% in the last year. MSAs of similar size Victoria, TX 4481.1 5069.7 13.13% 37,396 -13.42% 99,501 -13.8% population averaged a 0.17% growth rate. Dubuque, IA 4594.3 5194.1 13.06% 47,921 -6.32% 96,802 3.4% Gettysburg, PA
4687.3 5236.6 11.72% 46,217 Rate 7.71% Population 2017-2018 Growth
Cheyenne, WY Longview, WA Hot Springs, AR
1.40%
Lima, OH
1.20%
Sebring, FL
1.00%
Cape Girardeau, MO-IL Bay City, MI
0.80%
4095.3
4511.5
10.16%
41,704
2.56%
105,112
2.6%
2781.6
3051.8
9.72%
35,931
-5.29%
98,296
2.4%
7160.8
7558.9
5.56%
41,362
-11.11%
1.16%
0.87% 2426.6 3863.6
2538.7
4.62%
30,007
-8.60%
102,101
3.4%
4012.8
3.86%
40,524
-12.39%
97,137
0.9%
3467.1
3481.3
0.41%
0.61%39,846
-17.72%
104,786
-2.8%
36,758
-7.20%
102,939
-1.4%
-11.91%
102,962
1.4%
40,572
2.84%
96,824
0.5%
1.01%103,642
-2.5%
Gadsden, AL
0.60%
2793.1
2803.5
0.37%
Ithaca, NY
0.40%
5434.9
5412.9
-0.40%
0.20%
3820.2
0.17% 3787.40.16%-0.86%
Cumberland, MD-WV
3645.1
3574.0
-1.95%
37,156
-12.50%
99,255
-3.9%
Decatur, IL
6767.2
6523.5
-3.60%
37,921
-23.26%
106,512
-3.8%
6172.3
5654.1
-8.40%
38,099
-15.47%
99,653
Rome, GA
Manhattan, KS Fairbanks, AK
0.00%
Mankato-North Similar Population 6264.8 Mankato 6825.8 Size -8.22% Averaged Growth Rate
0.32% 45,436
Upper Midwest Similar College 41,642 -8.82% 98,841 Average Population Combined Growth Rate
-22.2% 2.1%
i Unless otherwise noted, all average calculations are an average of the growth rates of all relevant communities, not the combined growth rate. ii Two Communities (Victoria, Texas and Manhattan, Kansas) had significant population decreases between 2010 and 2018 due to a change in the definition of the MSA. Because this change affected outlying regions more than the Urban Core, it had a major impact on 8 year population growth rate, but a minor impact on GDP, Employment, and Income. The population decrease was not included in 8 year population calculations, but calculations from these communities have been retained for economic indicators and 1 year population change.
9
Economic Strength We have compared the Mankato-North Mankato MSA to other MSAs in three comparisons of three key metrics: Key Metrics: • Gross Domestic Product (Real GDP) • Jobs (Total Employment) • Household Income (Median and Mean)
Key Comparisons: • Similar percent of college aged population (18-24) • Similar total population • Similar geography
Why THESE comparisons? These three comparisons are definitive factors of our economy and provide comparisons to metropolitan areas likely facing similar economic influences. •
• •
Out of the 390 MSAs in the country, Mankato-North Mankato has the 20th highest percent of 18-24 year-olds. This defines our economy in terms of businesses, occupations, and wages. Roughly 1 in 5 residents are in this small age group. Mankato-North Mankato ranks 358 in total population out of 390. MSAs in the upper Midwest are subject to similar regional economic influences.
Mankato-North Mankato’s 1.11% loss in GDP comes on the back of a $350 Million spike in Agriculture, Forestry, Fishing, and Hunting GDP in 2017, which was not sustained through 2018. The diversity of the economy in Mankato-North Mankato minimized the impact to GDP with a 7.61% increase in manufacturing GDP. Mankato remained ahead of the averages for all comparison groups when analyzing 8 year GDP Growth. Controlling for the 2017 spike by comparing 2018 GDP to 2016 figures shows an average rate of increase of 2.15% per year over the two-year period. The May jobs numbers reflect job losses at the height of the COVID-19 pandemic. Again, the region’s diverse economy helped minimize the loss of jobs, with a lower rate of loss than any comparison average. Historic job growth allowed Mankato-North Mankato to remain one of very few MSAs to still show 10-year job growth. Mankato-North Mankato led the categories in Median Household Income increases, but underperformed all comparison categories when looking at Mean Income.
Real GDP
Jobs
Household Income
2017-2018 Growth Rate
2010-2018 Growth Rate
May 2019-2020 Growth Rate
May 2010-2020 Growth Rate
2017-2018 Median Growth Rate
2017-2018 Mean Growth Rate
Mankato-North Mankato
-1.11%
19.00%
-8.73%
1.42%
3.96%
3.16%
Similar College Age Population (AVG)
2.21%
15.50%
-10.71%
-0.13%
3.84%
3.84%
Similar Population (AVG)
1.61%
6.33%
-10.22%
-7.26%
3.33%
3.49%
Similar Geography (AVG)
2.16%
16.51%
-9.50%
-1.84%
3.95%
4.24%
Geography
Note the GDP decline from 2017-2018 was due to a one-year surge in 2017 in the Agricultural Sector. In 2018, it fell back to the typical growth level seen in 2016 and previous years.
10
CONT'D. FROM ECONOMIC LANDSCAPE Comparison to Communities of Similar Populations Mankato-North Mankato is the smallest of the communities included in the comparison based on college-aged population and is smaller than 29 of the 32 MSAs in the upper Midwest. As such, a comparison between communities of a similar size is best suited for a detailed comparison. Mankato-North Mankato was 2nd in GDP growth, 4th in job growth, and 4th in population growth using this comparison category.
METROPOLITAN AREA
Real GDP In Millions 8 Year 2010 2018 Growth Rate
Jobs May 2020
10 Year Growth Rate
Population 8 Year 2018 Growth Rate
Ames, IA
4797.5
5782.9
20.54%
49,516
-3.37%
96,922
8.2%
Mankato-North Mankato, MN
4601.8
5476.1
19.00%
54,889
1.42%
100,105
3.5%
Grand Forks, ND-MN
4407.9
5132.8
16.45%
48,588
-7.73%
101,991
3.6%
Fond du Lac, WI
4132.0
4779.6
15.67%
51,613
-0.71%
102,315
0.7%
Victoria, TX
4481.1
5069.7
13.13%
37,396
-13.42%
99,501
-13.8%
Dubuque, IA
4594.3
5194.1
13.06%
47,921
-6.32%
96,802
3.4%
Gettysburg, PA
3112.5
3487.7
12.06%
49,808
-1.09%
102,023
0.6%
Cheyenne, WY
4687.3
5236.6
11.72%
46,217
7.71%
97,692
6.5%
Longview, WA
4095.3
4511.5
10.16%
41,704
2.56%
105,112
2.6%
Hot Springs, AR
2781.6
3051.8
9.72%
35,931
-5.29%
98,296
2.4%
Lima, OH
7160.8
7558.9
5.56%
41,362
-11.11%
103,642
-2.5%
Sebring, FL
2426.6
2538.7
4.62%
30,007
-8.60%
102,101
3.4%
Cape Girardeau, MO-IL
3863.6
4012.8
3.86%
40,524
-12.39%
97,137
0.9%
Bay City, MI
3467.1
3481.3
0.41%
39,846
-17.72%
104,786
-2.8%
Gadsden, AL
2793.1
2803.5
0.37%
36,758
-7.20%
102,939
-1.4%
Ithaca, NY
5434.9
5412.9
-0.40%
45,436
-11.91%
102,962
1.4%
Rome, GA
3820.2
3787.4
-0.86%
40,572
2.84%
96,824
0.5%
Cumberland, MD-WV
3645.1
3574.0
-1.95%
37,156
-12.50%
99,255
-3.9%
Decatur, IL
6767.2
6523.5
-3.60%
37,921
-23.26%
106,512
-3.8%
Manhattan, KS
6825.8
6264.8
-8.22%
41,642
-8.82%
98,841
-22.2%
Fairbanks, AK
6172.3
5654.1
-8.40%
38,099
-15.47%
99,653
2.1%
Unless otherwise noted, all average calculations are an average of the growth rates of all relevant communities, not the combined growth rate. ii Two Communities (Victoria, Texas and Manhattan, Kansas) had significant population decreases between 2010 and 2018 due to a change in the definition of the MSA. Because this change affected outlying regions more than the Urban Core, it had a major impact on 8 year population growth rate, but a minor impact on GDP, Employment, and Income. The population decrease was not included in 8 year population calculations, but calculations from these communities have been retained for economic indicators and 1 year population change. i
STRATEGIC ACTIVITIES
Over the last nine months, Greater Mankato Growth staff implemented the four strategic areas of the REDA Joint Services Agreement and REDA work: Business Retention, New Enterprise & Emerging Business Development, New Business Development, and Marketplace Enhancements. Below are highlights of these efforts.
BUSINESS RETENTION
Provided business development assistance to 136 Existing Businesses (Aug 2019 through July 2020). 2. Nominated three appointments to the South Central Workforce Council: Nidec-Kato Engineering, Associated Finishing and Mayo Clinic Health System. 3. Assisted the City of Saint Peter with weekly meetings with businesses to share resources and information. 4. Assisted the City of North Mankato with weekly meetings for 1.
businesses to share resources and information. Worked with the City of Eagle Lake on initiatives supporting local businesses. 6. Worked with DEED to align workforce with employers seeking employees during COVID-19 pandemic. 7. Worked with local businesses and DLI to share a webinar on keeping employees safe prior to the creation of State COVID-19 Protection Plans. 5.
NEW ENTERPRISE & EMERGING BUSINESS DEVELOPMENT 1. 2.
3.
Provided assistance in coordination with the Small Business Development Center to 14 new start-up businesses. Provided a list of grant and loan resources as well as business planning resources to a potential new Agribusiness Tech Company and provided resources to explore a small-scale butcher shop. Organized a KEYC ad campaign promoting regional business resources such as the SBDC and promoting the region as a place to grow.
Provided assistance in coordination with 1 Million Cups to 45 new start-up businesses. The 1 Million Cups – Mankato Facebook page saw a 38% increase in page likes.
NEW BUSINESS DEVELOPMENT Worked with 53 new business prospects, including providing RFPs for sites and connections to resources (Aug 2019 through July 2020). 2. Involved with the Minnesota Marketing Partnership upcoming marketing campaign which will touch on themes of “Industry, Innovation, and Work-Life Balance” with the goal of recruiting businesses and talent to Minnesota. 3. Assisted in securing a purchase agreement for a potential 400,000 SF Warehouse. 4. Assisted Maple River School District in connecting with a local 1.
developer interested in purchasing a former school site. Assisted in North Mankato moving to the second phase of Project Spectrum, a European plumbing fixtures manufacturer site selection process (still in development). 6. Minnesota Commercial Real Estate Association published an article highlighting our market in their monthly newsletter in March. 7. Hosted a site visit for all interested REDA Partners with Unique Opportunities regarding residential development. 5.
MARKETPLACE ENHANCEMENTS 1.
Served on planning team for evaluating opportunities for a Community Land Trust to address Affordable Housing. 2. Provided data to the City of Mankato for the State of the City. 3. Provided a letter to the City of Mankato for the HWY 169 Small Area Plan. 4. Provided market insight to the City of North Mankato for the Webster Avenue Planning Process. 5. Assisted the City of Waseca in their pursuit of the Small Business Revolution Program.
6. Assisted the City of Lake Crystal with implementation steps for their Economic Development Strategic Plan. 7. Provided weekly outreach to Assisted Living facilities and the Healthcare community throughout Blue Earth and Nicollet Counties regarding staffing and PPE supplies. 8. REDA Article in Connect Business Magazine 9. Organized the Selection Committee and Nomination Process to find candidates for the Minnesota Young American Leaders Program.
12
COVID-19 RESPONSE EFFORTS (As of March 31, 2020)
At the outset of local impacts of COVID-19, Greater Mankato Growth created a business resources page at greatermankato.com/covid19 designed to provide businesses with the most up to date information regarding resources for their business and their employees as well as information from local partners, healthcare providers, and Public Health Organizations such as the MDH, CDC and WHO. Visit Mankato, the Destination Management Organization/ Convention and Visitor’s Bureau, shifted their focus from tourism attraction to local business support. Greater Mankato Growth initiated a Business Impact Survey, designed to do two things: 1. Inform about the needs in our business community to local partners (cities, healthcare, DEED, etc.) 2. Identify actionable steps for Greater Mankato Growth to provide service to area businesses As a result, Greater Mankato Growth has focused on: 1. Providing assistance to business employees in need of childcare 2. Inventorying temporary employment opportunities for critical business sectors such as Assisted Living, Grocery, gas stations and Manufacturing. The inventory of positions are shared with DEED and marketed on social media with more 1,600 views in the first 24 hours. Provided the Cities of Mankato and North Mankato an inventory of major employers on the hours of operation in response to the Governor’s Executive Orders, cities saw much value in it.
Through greatermankatoblog.com, our business resource page, and various social media channels, Greater Mankato Growth wrote and continues to write blog posts to inform business owners of the rapidly changing updates to unemployment, federal legislation, and the small business loans through the SBA Disaster Loan Program
and the DEED Emergency Loan program (10,000+ views since mid-March). Greater Mankato Growth then initiated an all handson deck effort to reach out to all member businesses to discuss their challenges, share our resources and learn how we can further support their business.
Worked with the City of Mankato GIS staff to develop an online interactive map showing the status of area businesses. This was marketed on social media.
A multi-unit initiative was created to support consumer facing businesses in the Greater Mankato Area. Step one involved the creation of a Facebook Group for businesses and community members to share updates to their hours, pickup/takeout/delivery processes and other changes to normal business operations. This group quickly gained more than 2,500 active members within 24 hours (5,600 members as of 9/9/20). Stemming from this, Greater Mankato Growth created a spreadsheet with the updated status of more than 200 businesses to provide an easy way for consumers to find and support businesses.
13 From early calls and survey responses, it was clear that a key impact was the shortage of available childcare after the closure of Minnesota Schools. Greater Mankato Growth immediately connected with the School District and area childcare centers, learned of programs with available capacity, and began sharing these with those organizations whose employees were experiencing childcare concerns. Greater Mankato Growth, identified that some critical organizations were experiencing staffing shortages and began partnering with DEED to create a master list of organizations needing to rapidly increase staffing related to COVID-19.
With many businesses finding the early influx of resources difficult to handle Greater Mankato Growth partnered with the SBDC to create a webinar guiding businesses through the available loan programs and the shared work program through DEED. Greater Mankato Growth worked to promote the SBDC’s expertise and availability to businesses seeking support with their loan applications on based on outreach calls.
Greater Mankato Growth launched a major informational campaign outlining the benefits of the Paycheck Protection Program (PPP) to companies in Mankato and worked with companies individually to answer questions they had regarding the program. In total 1,554 businesses in REDA partner cities accessed the program and received PPP loans helping protect 20,866 jobs. 1,322 businesses, representing 7,070 jobs received loans of less than $150,000 for a total of $44,383,250. An additional 232 businesses, representing 13,796 jobs, received loans of more than $150,000 for a range of $96,950,000-231,000,000. In all, our businesses in our principal cities received between $141,383,250 and $275,583,250.
In collaboration with Visit Mankato, the Kato Comeback Campaign was launched, which promoted safely returning to restaurants, retail establishments and visitor amenities. As community collaboration increased, this campaign morphed into the Have a Heart Campaign. The collaborative web page was created at haveaheartkato.com.
In response to the governor’s executive order and upon receipt of masks from DEED, Greater Mankato Growth distributed 60,000+ masks to more than 250 businesses in nine communities.
Following the Stay at Home Executive Order in Minnesota, Greater Mankato Growth staff became a key resource helping businesses navigate their way through the executive order and helped guide businesses towards the best resources for making determinations on their status as an essential organization.
Greater Mankato Growth facilitated 11 virtual events with nearly 600 individuals in attendance.
In partnership with regional arts and recreation organizations Greater Mankato Growth created an event attendance survey with more than 248 responses. Respondents shared their willingness to attend both indoor and outdoor events and the safety measures they would like to see in order to feel comfortable attending.
Greater Mankato Growth tracked business openings and expansions during the COVID-19 crisis and learned that at least 16 businesses in the Greater Mankato Area opened during COVID-19 and at least eight businesses expanded.
14 INDUSTRY CLUSTER RECRUITMENT This campaign uses ads on LinkedIn that include a clickable video screenshot or a series of photos in a carousel format. A carousel allows multiple photos to be showcased which helps improve engagement. This campaign will continue throughout the end of the year with more topics that highlight our region. All of the ads are close to the LinkedIn average clickthrough rate (CTR) of 0.26%.
7 LinkedIn ADS geared towards lead generation, brand awareness, website visits, video views
Impressions:
142,227
336 CTR: 0.24% Clicks:
As part of the Site Location Partnership (SLP), Greater Mankato Growth utilized an email marketing campaign to contact more than
400
C-Level Executives of Agribusiness companies
who were originally registered for the Industrial Food Technology Expo in Chicago. (Due to COVID-19, we were unable to attend this event in person.) See SLP brochure on page 16.
COMMERCIAL REALTORS OUTREACH For our outreach plan to the Minnesota Commercial Association of Real Estate/Realtors (MNCAR), we purchased a list of MNCAR members. Our goal is to let them know if they have buyers looking to invest in land or properties, they should look at the Greater Mankato Area because deals have been getting done here. We are targeting this list of almost 1200 members in three ways: email, mail, and LinkedIn. Our email and mailing campaign are going to follow similar formats. We are developing a pamphlet that outlines deals that have been closed in our area recently. We are putting a special emphasis on deals that were closed after March so they know that progress did not stop in our community. We used a tool to individually target LinkedIn users who are on the list of MNCAR members and also expanded our outreach to other commercial realtors in the Twin Cities Metro. We are still finalizing a carousel ad titled “Deals Are Getting Done in Greater Mankato” which will include a collection of images of groundbreaking ceremonies, ribbon cuttings, and newly constructed businesses spread between the various REDA partners.
DID YOU HEAR? "Greater Mankato Growth was essential in our due diligence & trade area analysis. Their transparency & ability to provide accurate, updated information & statistics regarding the Mankato market were vital in our decision making process to invest within the community." Chad Christensen Regional Director of Real Estate THE CARRINGTON COMPANY Regarding purchasing the Gander Mountain/ Gordman’s building for a California group.
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G R E ATER M A NK ATO BLOG .COM
BUSINESS DEVELOPMENT BLOG POSTS
49,693 PAGEVIEWS 275% Year-over-Year Increase 26,714 USERS 239% Year-over-Year Increase 25,416 NEW USERS 87% Year-over-Year Increase Representing
19,150
REGIONAL MARKETPLACE PROMOTION WEBSITE STATISTICS The Greater Mankato Growth Marketing and Business Development staff work closely together like a welloiled machine – making sure to communicate the most accurate and timely economic development information, relevant to the alliance partners as well as our entire region. Given the annual website and blog statistics, we see that our content remains viable and sought after. Our viewers and colleagues trust and depend on us to provide employment numbers, business updates and assets, as well as other metrics and newsworthy accolades. They are finding the information they seek, resulting in return visits and an increased number of users.
NEW USERS
OUTSIDE OUR REGION
.ORG
22,161
GRE ATER M ANK ATO.COM
287,406 PAGEVIEWS
PAGEVIEWS
7,014
USERS
9,733
SESSIONS
100,086
USERS
149,059
SESSIONS
16 MEDIA COVERAGE & ADVERTISING MARKETING Many print and digital marketing pieces are used to promote the region's assets. These tools are utilized by area realtors, developers and businesses for everything from employee retention and recruitment to attracting national retailers. Site Location Partnership (SLP) BROCHURE
3
Made Connections to growing agribusiness prospects stemming from a national tradeshow presence through the Site Location Partnership.
DID YOU HEAR? "The market information Greater Mankato Growth has available has been invaluable in my presentations to the manufacturers we work with. It is easy to obtain and understand and paints a great picture of why Mankato is a great place to do business. I am thankful for the resource." Melissa Bradley General Manager Snell Motors
BILLBOARD
Reagan Outdoor Advertising Billboard on Hwy 169 facing north to inbound traffic
Regional Econom ic D evelo p men t A llia n ce A n n u a l Review
17 "INVEST WITH CONFIDENCE" VIDEOS
Worked with two local vendors to produce eye-catching and impactful videos showcasing our regional assets and recent accolades.
CAMPAIGN STATS
LINKEDIN • 5,745 views • 31 Shares • 2.31% Click Through Rate (CTR) Nat'l Avg = 0.18%
470+ GENERAL MEDIA COVERAGE, ARTICLES & OTHER NEWS
within and outside of our marketplace
FACEBOOK, INSTAGRAM & TWITTER • 258 total minutes viewed • 703 views • 4,330 Reach • 45 Shares
Some of the General Media Coverage Included: Greater Mankato employment up 1% in December 2020 Greater Mankato Cohort Announced for the MN Young American Leaders Program Help shape the future—Complete the 2020 U.S. Census Local Businesses Open for First Time in Months Looking at the local economy since the pandemic began: Businesses begin ramping up while gauging consumer confidence: Some employers find it tough to compete with extra $600 jobless benefit Success stories & helpful tools in hiring asylees, immigrants & refugees
CONNECT BUSINESS ARTICLE
Article in Connect Business Magazine focusing on talent and 'The Hidden Worforce.'
Compiled and created by Greater Mankato Growth Published: September 2020 greatermankatobusiness.com