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<br /> VI. BUSINESS ASSISTANCE AND MARKETING PLAN (memo, plan, distributed)
<br />e Mr. Long recalled that, at its September goal setting session, the Council
<br /> made economic development its primary goal, and job creation a first priority.
<br /> He called the councilors' attention to a memo dated November 3, 1982, on job
<br /> creation strategy which integrates the small business assistance study and the
<br /> market stratification study (which were funded by the Eugene Private Industry
<br /> Council) and the work of the Business Assistance Team, which put together the
<br /> marketing aspects of the report.
<br /> Ms. Briner then presented an overview of the memo using charts, She began
<br /> by saying that, while job creation is a number one priority, the City cannot
<br /> create jobs. It can, however, do such things as improve and maintain the
<br /> infrastructure, develop financing programs, encourage destination point activ-
<br /> ities, recruit businesses, and the like. Much of this is already happening.
<br /> Ms. Briner said the marketing plan has specific recommendations in three areas:
<br /> small business assistance, business recruitment, and image enhancement. The
<br /> major emphasis of the plan is on small business assistance, because it is
<br /> felt that in this area the City will get the greatest return for the money
<br /> spent. In the area of recruitment, the plan is to identify industrial sectors
<br /> which would "work" in Eugene, solicit community support, develop marketing
<br /> tools, work out prospect handling, and contact firms. Those firms to be sought
<br /> out are ones with high growth potential, with under 100 employees, located in
<br /> the western states, and suitable to Eugene. In particular, fitness-related
<br /> industries, regional headquarters, and businesses connected with the arts will be
<br />e sought.
<br /> Ms. Sri ner then di scussed liThe Ambassador Program", a recruitment program
<br /> which involves everyone in Eugene. Citizens will be asked to become personally
<br /> involved in recruiting, sending the marketing materials to firms with which
<br /> they have contacts. The City will provide the tools: the brochures, the
<br /> follow up newsletters to prospects, technical seminars, visits to trade shows,
<br /> some personal visits, and advertising. In the area of image enhancement, the
<br /> City would promote the Ambassador Program locally, seek out speaking engage-
<br /> ments, and target those media which have presented Eugene in a negative light,
<br /> asking for new stories about the City.
<br /> Samples of the two new marketing brochures were then distributed to the council
<br /> and to the audience, The first was an introductory brochure, "Fit for Business"
<br /> and the second, was a "Community Prof il e", a brochure with inserts wh ich can be
<br /> changed to be timely and appropriate to the prospect. Ms, Briner said the
<br /> brochures were locally designed and printed and jointly funded by the City of
<br /> Eugene, the Chamber of Commerce, the Eugene Private Industry Council, and a
<br /> federal EDA grant.
<br /> Mr, Gleason then stated that no council action was required.
<br /> Ms. Wooten congratulated the Business Assistance Team, saying the brochures
<br /> were beautiful. She said she was interested in the costs of various aspects of
<br /> the program. She liked the focus on small business assistance, and cautioned
<br /> about the need to look at what the City can afford so that basic services are
<br />e provided.
<br /> MINUTES--City Council Minutes November 10, 1982 Page 7
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