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Increase Outreach through Co-Branding. Question: How was the small rural City of Chelsea, Michigan able to become a 5-Star City for entrepreneurial climate? Answer: Through the use of co-branding and collaboration between the MI-SBTDC and the Chelsea District Library. Library-Biz Connect.

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Increase Outreach through Co-Branding


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    Presentation Transcript
    slide2

    Question:

    • How was the small rural City of Chelsea, Michigan able to become a 5-Star City for entrepreneurial climate?

    Answer:

    • Through the use of co-branding and collaboration between the MI-SBTDC and the Chelsea District Library.

    Library-Biz Connect

    slide3

    Co-Branding: Why?

    • When effectively done, co-branding provides a way for organizations to combine forces so that their marketing efforts work in synergy.
    • Capitalizing on each other's resources for cost savings.
    • From an organizational perspective co-branding represents an opportunity for a win-win scenario.

    Co-Branding Advantages

    slide4

    Co-Branding: Who?

    • Select a highly reputable partner organization.
    • Select a complementary or synergistic partner organization.
    • Select a partner organization within the same regional area.
    • Select a partner organization with a proven history of successfully serving your target population.

    Co-Branding Guidelines

    slide5

    Co-Branding: Who?

    Local Partners

    • Community Ownership
    • Appropriate Technology or Facilities
    • Knowledge to Implement Programs
    • Aware of Small Business Issues
    • Measure and Monitor Success

    Co-Branding Guidelines

    slide6

    Collaborate:

    Why Libraries & SBDC’s?

    slide7

    SBDC’s Need

    • Greater Public Awareness of Available Services
    • Clients for Consulting
    • Space for Business Workshops
    • Private Areas for Consulting
    • Small Business Champions

    Collaborate:

    Why Libraries & SBDC’s?

    slide8

    Public Libraries Need

    • Innovative Workshops for Adult Patrons
    • Greater Public Awareness of

    Benefits

    • Larger Participation in the

    Local Community

    • Increased Use of Library

    Resources

    • Library Champions

    Collaborate:

    Why Libraries & SBDC’s?

    a view from the outside1

    Community College

    Library

    Public Libraries

    A view from the outside:

    SBTDC

    Local Banks

    DDA

    Local First Movements

    Chambers of Commerce

    Business District Associations

    Rotary

    SCORE

    University Libraries

    Local Newspapers

    slide11

    Local Entities that exist in most communities

    Main Street

    Business

    Associations

    DDA

    Rotary

    Chambers of

    Commerce

    Local First

    Movements

    Local Banks

    Local

    Newspapers

    Local

    Public Library

    Entrepreneurs

    Small

    Business

    Owners

    University

    Libraries

    Washtenaw

    Community

    College

    National and/or

    Regional Business

    Service Organizations

    Entities that serve large geographic areas.

    who are we

    Libraries

    • Public Libraries
      • In and around Washtenaw, Livingston, Wayne, Lenawee and Hillsdale Counties
      • Academic Libraries
      • Washtenaw Community College
      • University of Michigan and Eastern Michigan University
    • Michigan eLibrary

    Small Business

    Service Organizations

    • National Organizations
      • SBDC
      • SCORE
    • Local Chambers
    • Local Organizations
      • Arts Meets Business
      • Business Consultants
      • SPARK Ann Arbor
      • Food System Economic Partnership
    Who are we?
    slide15

    Mission statement:

    • To provide access to a network of business information and support services for new and existing small businesses.

    We aim to:

    • Position public libraries as the local portal for economic development.
    • Connect average businesses to knowledge, data, training, and business counseling in an approachable environment.
    • Pool regional resources to benefit our local communities.
    co branding benefits

    SBDC’s

    • Lower or maintain operating costs by leveraging
    • shared resources
    • Larger geographic reach
    • Free marketing
    • Free space for workshops and one-on-one
    • counseling
    • Reduce risk of trying something new - learn from
    • each other’s mistakes and success
    • Identify new markets
    • Deepen community relationships
    • Can focus on what you do REALLY well
    Co-Branding Benefits
    co branding benefits1

    Libraries

    • Show off - Librarians know how to get

    business information, that’s powerful!

    • Usage statistics to provide stakeholders
    • Recommendations for collection development
    • Education about resources
    • Deepen community relationships
    • More patrons and new audiences for

    programming

    • Build relationships to access resources
    Co-Branding Benefits
    biz resource centers
    Spring 2009

    Fall 2010

    • WCC’s Bailey Library
    • Ypsilanti District Library
    • Chelsea District Library
    • Dexter District Library
    • Jackson District Library & Food System Economic Partnership (FSEP)
    • Brighton District Library

    57 miles

    32 miles

    48 miles

    Biz Resource Centers
    biz resource centers1

    MI-SBTDC BRC’s:

    The Biz Resource Center is a partnership program between local libraries or organizations and the Michigan Small Business & Technology Development Center.

    • One-stop locations where current and future small business owners can receive business assistance and advice.
    • The latest computer technology, hardware and software, and extensive small business reference library of hard copy books, and publications.
    • Software for a variety of business applications, addressing diverse business.
    Biz Resource Centers
    roles responsibilities1
    SBDC’s

    Libraries’

    • Marketing
    • Presenters for business workshops
    • One-on-one consultations
    • Doing what we do REALLY well, working with business owners
    • Stay up to date on what resources are available
    • Marketing
    • Program offerings: workshops on business topics
    • Facilities for workshops and business counseling
    • Refer patrons to appropriate resource
    • Internally educate staff about the collaborative
    Roles & Responsibilities
    co branding at work

    Putting it to Use in a Public Library

    • Grow Your Business 1:1 Consulting monthly
    • Taking Care of Business Workshops
      • Fundamentals of Starting Your Own Business
      • Writing a Business Plan
      • Finance: What Your Small Business Must Know
      • Marketing Your Business Online
      • Borrow A Business Expert
      • Food, Farming and Business
    Co-Branding at Work
    co branding at work1

    It’s all about who you know!

    • Speakers found through contacts with libraries
    • These contacts are crucial for successful marketing as well
    • Expanding your own contacts
    • Outreach to your audience
    Co-Branding at Work
    co branding at work3

    Lessons Learned

    • Don’t do it by yourself because you don’t have to
    • The business world is about networking, and by networking with libraries SBDC’s can better meet the needs of business owners
    • Ask to be asked
    • It works…
    Co-Branding at Work
    co branding at work4

    Defining Differences:

    • Approachable environment
    • Known community entity
    • Accessible facility
    • Distributed workload
    • Pooled resources
    Co-Branding at Work
    local recognition

    Visible Asset to the Community

    • Chelsea named 5-Star City for entrepreneurial climate for our “work to foster economic development.”
    • Library’s partnership with SBTDC recognized alongside tax incentives and the Downtown Development Authority.
    Local Recognition
    action steps

    Start somewhere

    • Find a Fit
    • Utilize your local connections
    • Know your resources
    • Ignore the naysayers
    • Outreach: Don’t wait to be asked
    Action Steps
    contact information

    Shannon Beeman, MI-SBTDC

    • Washtenaw Community College

    301 West Michigan Ave, Ypsilanti, MI

    734.547.9170 srbeeman@wccnet.edu

    Victoria Bennett, WCC

    • Washtenaw Community College

    4800 E Huron River, Ann Arbor, MI

    734.973.3300

    Contact Information