Beruflich Dokumente
Kultur Dokumente
Mission:
To target, attract and provide strategic counsel to identified business prospects on behalf of the City of New Braunfels,
New Braunfels Industrial Development Corporation and The Greater New Braunfels Economic Development Foundation
with the goal of creating high‐wage jobs, community wealth and overall better quality of place.
Professional Services:
• Economic Development Division
o Provides support and assistance to businesses looking to relocate or expand
o Michael Meek, President
o Rusty Brockman, Director
o Holly Covington, ED Specialist
o Sandi Schendel, Administrative Assistant
• New Braunfels Industrial Development Corporation
o Also known as the 4B Board
o A non‐profit corporation created to aid and improve the economy of New Braunfels, especially in
business attraction, retention, and job creation
o Matt Harrison, President
• Greater New Braunfels Economic Development Foundation
o Comprised of investors whose dollars and voice are devoted to moving New Braunfels forward by
attracting companies and workforce to the local area.
o Jack Farris, Chairman
o Michael Meek, Executive Director
• Greater New Braunfels Chamber of Commerce
o An organization of 2,000+ members whose mission is serve as an advocate to businesses through
workforce development, membership, community betterment, public policy and assistance
programs to provide a better quality of life.
o Chamber provides facilities, staff and operations costs of programs.
o Michael Meek, CEcD; President
Goals and Objectives:
• Address community‐wide economic development strategies in a coordinated‐multifaceted effort.
o The marketing strategies follow the goals of the 2006 City of New Braunfels Comprehensive Plan
(originally adopted in 1999) as outlined in the 2007 annual report.
o Goals for the future of the community are aimed at achieving stable and efficient development,
sustaining the value of community investment, and creating and preserving the best possible
environment for its citizens.
• Create brand image and awareness.
o All marketing collateral pieces will display continuity throughout all the pieces. Key messages or slogans
will be displayed on the website, tradeshows, advertising pieces, to build awareness of the advantages
• Gather and disseminate economic data and other un‐biased resources to prospective clients.
o Economic Indicators are updated once a month and published in the Chamber newsletter and website.
o Yearly benchmark studies are conducted and presented to various boards. Economic and useful
demographic data will be compiled into a fact sheet for New Braunfels to be distributed to site
selectors, media and commercial real estate professionals.
• Address community infrastructure improvement and expansion related to economic development
New Braunfels Chamber of Commerce • Economic Development Department • P.O Box 311417 • New Braunfels, TX 78130 • www.nbcham.org • 830.625.2385
New Braunfels Economic Development Marketing Strategy for 2008
Page 2
o Via an investment by the 4B Board, Goodwin Lane off of FM 306 is being improved to facilitate
development.
o The Creekside project on IH‐35 and FM 306 is expanding roads east toward the New Braunfels
Municipal Airport, improving access for aviation‐related growth and development.
o TXDOT is working on an outer loop project that will further enhance transportation in the area.
o The widening of IH‐35 is now complete and provides eight lanes through the city.
o A targeted campaign is underway to recruit more data centers to the community. Shovel‐ready sites
have been identified and a direct mail piece will be sent to 420 targeted companies. Follow up will
occur throughout 2008.
o Koontz McCombs will commence construction of a 100,000 sq. ft. warehouse and distribution spec
building in early 2008 off of FM 306. The community will provide marketing assistance on this building.
• Market New Braunfels to those types of businesses and industries indentified in the target industry list. (See
Target Audience below)
• To provide quality economic growth, which can be supported by available human and natural resources.
o New Braunfels has invested in an Entrepreneurship Center for homegrown businesses to develop. The
4B Board has provided startup funding and the Alamo Community College District has a memorandum
of understanding with the Comal ISD on the facilities. The Chamber through a special Board task force
will provide recruitment efforts to supply users for the facility.
o The Central Texas Technology Center is a regional workforce development center for New Braunfels,
Seguin, and the regional area. The CTTC focuses on training the local workforce on emerging
occupations that stimulate economic development. The center also has begun a New Braunfels
Manufacturing Academy that trains local high school students in various manufacturing skills and
provides them employment and internships during the summer.
• Recruit, expand and retain primary industries that pay above‐average wages.
o Priority for incentives will be given to those companies that pay above the average county wage,
currently over $15 per hour. Priority will also be given to those companies that produce non‐
commodities that are not labor intensive but promote sustainable communities.
• Identify needs of regional and national tenants
o The community has taken great strides in recent years in attracting major shopping center and multi‐
use developments. The community will assist with tenant recruitment at targeted venues. (i.e. Global
Retain Convention (RECoN) in Las Vegas, NV; sponsored by the International Council of Shopping
Centers (ICSC)).
Current Status:
Until 2004, there was no separation from the city’s tourism brand and New Braunfels had been identified as a tourist
destination and experienced a lack of brand/identity to attract primary employers. The majority of net migrating
businesses relocating to New Braunfels do so based on their own research and discovered low operating and housing
costs.
With the population expected to double by the year 2040, increased global competition and growing gas and oil prices,
the need to supply the local population with high‐paying jobs became a primary factor and New Braunfels began to
actively pursue a diverse group of employers.
New Braunfels Economic Development Marketing Strategy for 2008
Page 3
Overview: Strength and Weaknesses
Strengths
• Strategic Location
o On IH‐35 between Austin and San Antonio and 10 minutes from IH‐10
o Less than 60 minutes from the Toyota Manufacturing Facility
o Two and one‐half hours to the Port of Houston and Port of Corpus Christi
o One‐day drive to trade gateways into Mexico, Central and South America
o 30‐minutes from the Inland Port of San Antonio
o Home to Ashley Furniture Distribution Center, Coleman Corporation, HD Supply and Walmart
Distribution Center
• Business Advantages
o Low city and county taxes
o Aggressive incentive packages fashioned specifically for individual business needs
o Fast track permitting through city planning and development
o Economic Development partnership with the city and private sector
• Skilled, Available Workforce
o More than 400,000 strong in workforce within 30‐minute drive time
o Central Texas Technology Center, local workforce training campus. Located at the New Braunfels
Airport
o Top ranking, world‐renowned colleges and universities within 30‐minute drive
o Multicultural workforce, highly skilled, dedicated, with a strong work ethic
• Unique Quality of Life
o State recognized public, private and parochial schools
o State‐of‐the‐art health care providers and facilities
o Two rivers, a lake and America’s #1 waterpark provide recreational fun and beauty year‐round.
o Local celebrations and festivals emphasize the importance of family, heritage and community
Weaknesses
• Perception that white‐collar labor force is only available in the larger cities
• Considered mainly a tourist town
• Lack of “shovel‐ready” sites and buildings
Target Audience
Site Selectors, CEO’s/CFO’s and commercial real‐estate professionals representing the following industries as determined
by TIP Strategies, an Austin‐based business and economic development consulting firm.
• Logistics/Distribution
With Texas emerging as a logistics center due to the NAFTA trade, and employment forecasts calls for continued
growth along the San Antonio‐Austin corridor, the logistics/distribution industry is on a continued growth
pattern and can easily be linked to other targets such as automotive and specialty foods. Potential niches include
specialized trucking and warehousing, automotive parts distribution and food distribution. New Braunfels has an
excellent transportation infrastructure, access to major growing markets and a proven distribution hub (HEB,
Wal‐Mart, Ashley Furniture)
• Specialty Foods
The Specialty Foods market is one of the few fastest growing manufacturing industries within the industry and
the U.S. still remains competitive in both commodities and salary wages. Plentiful target opportunities have
been identified and potential niches include the Hispanic market, snack foods, frozen specialty foods and
New Braunfels Economic Development Marketing Strategy for 2008
Page 4
organics/locally grown. With an available semi‐skilled workforce, and regional population diversity, there is a
large regional labor pool with access to Toyota and other growing consumer markets along the I‐35 and 1‐10
corridors.
• Automotive Suppliers
The shift in the automotive industry has turned toward the South and Southwest U.S. and additional
announcements in Texas are likely in the next few years. These jobs offer higher manufacturing wages and can
be considered a gateway to avionics/aeronautics. Potential niches include Toyota suppliers, stampings,
automotive plastics, automotive electronics and instruments.
• Telecom/Information
Within the industry of Telecom/Information, strong growth forecasts along the San Antonio‐Austin corridor is
expected. Bringing in higher wages, this industry helps to fill gaps in regional economies and can be considered a
gateway to the professional services industry. Potential niches include data storage and processing; call
centers/back office and telecom and gives the ability to let commuters work at home. Growing educated
population.
• Aviation‐Related Activities
Signs point to a recovery in the aerospace industry and the U.S. is still a global leader. Increasing trends in
aviation outsourcing can bring greater opportunities for recruitment. Potential niches include parts suppliers,
aircraft maintenance, repair and operations (MRO) services, aircraft rebuilding, avionics (electronic equipment)
and general or corporate aviation.
• Data Centers
With companies such as Microsoft, National Security Agency, Stream Realty, Christus Health and Lowe’s forming a
large data center cluster just 30‐minutes south in San Antonio; a high‐wage, reciprocal‐skilled workforce will
emerge and expand throughout the region. New Braunfels is credited with low power rates with certified consistent
supply, fiber infrastructure and a stable, modern environment free from environment hazards. Potential target
companies include those looking for a build‐to‐suit option due to the high availability of shovel‐ready sites.
• Healthcare & Related Medical Technologies
Workforce shortages have become critical in the healthcare & related medical fields. Development of a partnership
with healthcare providers, local educators, and the Central Texas Technology Center can provide support. Potential
programs can encourage, recruit, educate, and place trained professionals within the healthcare industry to
alleviate pressure in the industry.
Unique Selling Proposition
• Strategic “edge city” location with cost advantages
Strategy
To aggressively market New Braunfels to corporate CEOs/CFOs, site selection professionals and developers as a location
positioned for economic success through the use of varied marketing vehicles.
Marketing Activities for 2008
Advertising
o San Antonio Business Journal
o Austin Business Journal
Buying greater amounts of frequency ensures greater visibility and will help to establish a brand and identity
for ourselves. Suggest using the continuous strategy for the first year to introduce ourselves to the
marketplace.
New Braunfels Economic Development Marketing Strategy for 2008
Page 5
Advertorials
o Utilize the services of public relation firms in the region to gain free exposure in targeted periodicals.
Brochure/Graphics
o Provide literature in the form of brochures for public dissemination that reinforce the brand and
continuity of the slogan/logo. Brochures will be 4‐color and will show the benefits of moving their
business to New Braunfels. They will be given out in prospect packets, tradeshows and upon request.
Co‐ops
o EDPCT ‐ The New Braunfels EDC (Comal County), San Marcos EDSM (Hays County) and Seguin EDC
(Guadalupe County) make up the framework of this unique and collaborative partnership. EDPCT
maintains a combined workforce of over 400,000, is supported by two major universities, host to one of
the most unique trade based regional community colleges, two regional airports and is rich in water
resources, incentives, and sites to choose from. These three (3) communities are strategically located in
central Texas. This unique partnership of three communities and three counties has created a
consolidated economic development clearinghouse for companies seeking expansion or relocation
options. At no cost, EDPCT will connect businesses to community‐based officials, private‐sector allies
and state government leaders who share an interest in their success.
o TEDC ‐ The Texas Economic Development Council (TEDC) is an Austin‐based, statewide, non‐profit
professional association dedicated to the development of economic and employment opportunities in
Texas. The TEDC is a one‐stop shop for ideas, information, and influence and is the largest state
association of economic development professionals, volunteers, and elected officials. The diverse
members share a common goal ‐‐ bringing new investment and jobs to Texas. TEDC provides
information, educational and legislative services to nearly 900 members whose objective is to support
the economic growth of Texas and develop strategies that promote a positive business climate in our
state.
Team Texas – Team Texas is a division of the Texas Economic Development Council, an Austin
based statewide non‐profit professional association dedicated to the development of
economic and employment opportunities in Texas. The TEDC provides information,
educational and legislative services to nearly 900 members. The Team Texas division of the
TEDC is a 55 member organization comprised of economic development professionals from
across the state. The group holds signature events throughout the US annually for corporate
decision makers and site selection professionals. New Braunfels holds a membership in Team
Texas.
o Texas One – the Governor’s Office runs the state effort for business recruitment. New Braunfels is a
contributor to this privately funded effort that is housed in the Governor’s Office. Prospects are
referred from the Governor’s Office directly to the Chamber when applicable. The state markets Texas
as a premiere location for business domestically and internationally through a variety of marketing
activities including trade shows, trade missions, marketing missions, signature events, advertising,
public relations, and other promotional activities. Marketing activities are aimed at corporate decision
makers, business media, corporate real estate and site selection professionals.
o Southern Auto Corridor – Southernautocorridor.com is a website designed to provide critical site
selection information on states in the south for prospective automotive suppliers, original equipment
manufacturers and the site consultants who represent them. Prospects fill out a form online requesting
demographic and economic data. The lead is then emailed to members of Southern Auto Corridor who
respond with the requested information. New Braunfels is a member of the Southern Auto Corridor.
E‐News Blasts: (also see under website)
New Braunfels Economic Development Marketing Strategy for 2008
Page 6
o Will be sent to prospects and site selectors as part of a cost‐effective way to communicate news and
information to members, prospects and associates of available property. Email lists will be obtained
from a variety of sources, but will only contain email addresses of those who have expressed interest in
receiving the news. Each email will be based on a standard template and will have links to the website.
Open and click‐through rates will be tracked to determine what is the most interest to our readers.
Readers can forward the news to prospects and industry professionals not on our mailing list, providing
contact information to an otherwise untapped market; commonly known as viral marketing.
Newsletter:
o Handelskammer – Monthly newsletter distributed to Chamber members. Will place same
advertisement as in biz journals, to ensure brand, image continuity and aid with internal marketing.
o EDF Newsletter – Bi‐monthly e‐newsletter sent to EDF members.
Promotional Items:
o Pieces that fit within our slogan will have the EDPCT or community economic development logo on it,
and will be distributed at tradeshows, with the anticipation of attracting quality leads to the booth.
Public Relations:
o News releases will be a cost‐effective way to bring attention to the New Braunfels business sector.
News releases will be distributed to a pre‐determined media list and sent via an email blast. Open and
click‐through rates along with a clipping service will be tracked to determine coverage.
Business Recruitment Marketing Missions/Tradeshows
o Business Recruitment Missions
In FY 2007, former Secretary of State Roger Williams led TexasOne business recruitment
missions to South Carolina, San Francisco, Atlanta, BIO (2007) and New York City. These
missions marketed the state on a one‐on‐basis through meetings with company executives,
site selectors and media representatives in determined geographic areas. New York was so
successful, that it has become an annual event. The cities included in these missions for 2008
include:
• Seattle, WA
• New York
• Mexico City, Mexico
• Chicago
o Tradeshows
The best way to market a company/product to a target audience within a specific time frame. To continue
the brand, a tradeshow booth with graphics will serve as a “billboard” for the city. Bullet points will outline
the benefits of relocating to New Braunfels, easy for passers‐by to quickly scan and grab their attention. A
large tablecloth with a logo should be purchased, for the logo sits at eye‐level and holds an attendees
attention. Marketing collateral and promotional pieces will sit atop the table and ready for dissemination.
• Pre‐show
Determine targeted companies
Send email to target companies, requesting a meeting or stop by on‐site
Reinforce follow‐up with a promotional item
Determine what constitutes an A, B or C lead
Determine talking points
Create Media Kits/write news release if there is news to deliver
Determine advertising/sponsorship opportunities
• Show
Meet with pre‐set appointments
Competitive Intelligence/Reconnaissance
New Braunfels Economic Development Marketing Strategy for 2008
Page 7
Qualify leads and focus primarily on A and B leads
Set post‐show appointments for immediately after the show
Deliver speeches
• Post‐show
Follow‐up email/letter/phone call
Determine when to follow‐up again
Track news stories/value of sponsorships and advertising
o Scheduled Shows
SAE – Society of Automotive Engineers is the premier Automotive Technology Event where the
best minds of the industry gather once a year, every year in April in Detroit, MI. Last year
attracted 822 attendees from 58 countries. For the OEMs, 18 companies were represented,
and nearly all of the 150 Top Suppliers were on‐site. In 2008, DaimlerChrysler will serve as SAE
World Congress's host company. (www.sae.org)
NA2008 Distribution and Logistics Trade Show –In April 2008, tens of thousands supply chain
and logistics professionals from more than 80 countries will arrive at Cleveland's I‐X Center.
They will be greeted by over 450 exhibits covering 150,000 square feet on one show floor ‐
exhibits that feature manufacturing, warehousing, distribution, logistics and IT solutions for
the supply chain. The Show's accompanying Educational Conference will offer highly‐focused,
half‐hour seminars providing industry expertise on the latest productivity innovations. NA 2008
will also feature a keynote on Supply Chain Sustainability by Green to Gold author Andrew
Winston. If you are looking for solutions to make your supply chain work more productively
and profitably, register today for NA 2008. (http://www.nashow.com)
RECON 2008 ‐ Founded in 1957, the International Council of Shopping Centers (ICSC) is the
global trade association of the shopping center industry. Its 70,000 members in the U.S.,
Canada and more than 80 other countries include shopping center owners, developers,
managers, marketing specialists, investors, lenders, retailers and other professionals as well as
academics and public officials. Join over 50,000 of your colleagues from all corners of the world
for networking, deal making and education at RECon 2008.
(http://www.icsc.org/2008SC/home.php)
National Manufacturing Week Trade Show 2008 ‐ More than 40,000 design engineers,
production and manufacturing managers will converge at the Donald
E. Stephens Convention Center in Chicago, IL and will again be part of the largest advanced
design and manufacturing event in the United States—held in the center of North American
manufacturing. The co‐located events will again deliver thousands of additional senior‐level
design and manufacturing visitors who are responsible for the purchase of design, plant,
enterprise/IT, automation, process, quality, assembly, and controls products and systems.
(http://www.devicelink.com/expo/nmw07/)
National Business Aviation Association (NBAA) ‐ With 1,152 Exhibitors at its 60th Annual
Meeting & Convention (NBAA2007) and final attendance total of over 32,000, NBAA is touted
as one of the premier shows to attend. The NBAA 61st Annual Meeting & Convention
(NBAA2008) in Orlando, FL, from October 6 to 8, 2008. (http://www.nbaa.org/)
CCIM Symposium ‐ The CCIM San Antonio South Texas Chapter is composed of CCIM
Designees, Candidates, and Affiliate Members. The Chapter serves as a focal point where
members exchange ideas, property information, assist each other to fulfill their clients and real
estate objectives and receive expert professional training in all areas relating to the real estate
industry. The Chapter is also a means to network real estate needs both
locally and nationally. (http://chapters.ccim.com/sanantoniosouthtexas)
New Braunfels Economic Development Marketing Strategy for 2008
Page 8
Web site:
o The website is scheduled for a re‐design in 2008 to create a more streamlined and modern site with
easy to navigate pages. It will provide easy one‐click access to information regarding calendar of events,
economic development, business directory, etc.
Interactive
• GIS Prospector – New in 2007, the NB Prospector provides immediate access to site‐
specific business and industry reports in seconds with leading‐edge mapping software.
Qualified leads and business intelligence will help facilitate growth in the New
Braunfels area. Realtors are responsible for keeping their properties updated on the
website and site selectors can research these properties and view zoning, school
districts and other demographic data. Integration was the first priority and key for
2007 and further acceptance by real‐estate professionals and implementation will be
the goal for 2008.
Marketing Activities
Required Booth
Subject Organization Start Date End Date Attendees Location Type