A Three-Year Strategic Plan

By the Rockford Area Economic Development Council

2013 - 2015

VISION

The Rockford Region will be a world-class community in job growth, capital investment, health care,

attraction of talent, educational achievement and personal income growth, while preserving the

quality of life and natural amenities that are key assets of our region.

MISSION

The primary role of the Rockford Area Economic Development Council (RAEDC) is to enhance

wealth creation in the Rockford Region by marketing the area and helping employers retain and

create quality jobs. The RAEDC works closely with many partners to serve as a one-stop resource for

clients, to improve the competitiveness of the region and to engage the community in the work of

economic development.

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The Challenge

The national buzzword is jobs. Communities around the country and officials at all levels of

government are searching for ways to add jobs and grow the economy. The Rockford Region faces

this challenge as well.

Our region has a plan to grow jobs, and over the past four years – in the face of an

unprecedented global recession – it showed results.

Now is not the time to stop, but to move forward faster. The Rockford Region has funded our economic future through the Rockford Area Economic

Development Council’s Rockforward! strategic plan.

Since 2008, there have been more than 60 projects committed to the region, representing more

than 5,000 new and retained jobs, $265 million in capital investment and 2.8 million square feet of

new or renovated space. Highlights include:

Woodward built a new test facility as part of a $50 million investment at its

campus, the Rockford Area Aerospace Network formed and Embry-Riddle

Aeronautical University Worldwide opened a campus and is expanding the university’s

presence here.

The Connection announced plans to bring 450 new jobs, Financial Management

Systems announced plans to bring 350 new jobs and NCO announced a 400-job

expansion, strengthening the region’s Customer Service Centers cluster.

Ingersoll Machine Tools announced a $5 million investment in a wind-power project

that would bring 200 jobs and Wanxiang America announced a $15 million investment

in a solar-panel assembly plant, raising our profile both in Alternative Energy and in

international business.

The nearly 200 Rockforward! investors played a key role. They included companies, government

municipalities, labor and trade unions, business and quasi-government organizations, educational

institutions and nonprofit agencies. Their investments funded the Rockford Area Economic

Development Council’s efforts to, alongside our region’s economic development professionals and

elected officials, help employers create and retain quality jobs.

Thanks to our investors and partners, we’ve spread the word about

the Rockford Region.

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We have successfully marketed our hard-working labor force, convenient location and competitive

value of doing business to companies in Illinois, throughout North America and in Europe and Asia.

We’ve also worked with companies and entrepreneurs in our own backyard to connect them with

properties, resources and incentives to help their businesses grow.

Our investors showed bold leadership and kept moving forward in the face of a continued

recession. Their long-range thinking keeps our region top-of-mind with companies looking to

relocate or expand to a new market, and helps those already here to commit and grow.

We have a compelling story to tell, and our investors help us tell it.

But our work is not done. The ongoing economic uncertainty threatens to stall or even reverse our

region’s progress. That is why we are continuing our strategic plan for another three years with

Rockforward!2 which builds on the successes from our first strategic plan and adapts the model for

new economic realities. Our plan continues the focus on helping to create and retain jobs, which in

turn will bring wealth to all levels of the Rockford Region.

We need the private and public sector to stay at the table with us

and continue to implement this plan. The goal is more than just pulling us out of the effects of the recession; the goal is to continue to build

the foundation for our future economic successes. As with the first Rockforward! plan, we will be

data-driven and results-oriented, communicating a clear return on your investment.

We focus the plan on five priority strategies:

The first two strategies – “Targeted Marketing and Recruitment” and “Thriving Business

Climate” – address the importance of making our region a logical choice for business

growth and development by touting our strengths and improving in targeted areas.

These strategies leverage the investments of the public and private sectors to attract

more jobs and wealth.

The next two strategies – “Quality Connected Infrastructure” and “21st Century Talent”

address the key building blocks of economic development – people and place. These

strategies will enhance the quality of the Rockford Region in the eyes of employers,

meet the needs of new and existing companies and attract potential workers.

The fifth strategy – the continuation of an “Emerging Opportunities Fund”

enables leaders from the private and public sectors to join forces and allocate

resources toward forward-thinking, high-impact projects.

Combined, these five strategies will have a tremendous

impact on primary job growth, which will result in achieving

our three-year goal of 4,500 new and retained jobs for the

region.

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Strategy: Targeted Marketing and Recruitment

Thanks to our investors and partners, the Rockford Region’s brand is recognized around the world.

We’ve built a robust, global marketing database with over 10,000 actively maintained contacts. At

any given time, our staff is working on an average of 65 different attraction and development leads.

We’ve brought in site selectors, Realtors and executives for familiarization tours, while also taking our

message to trade shows, conferences and face-to-face meetings in key markets from Chicago,

throughout North America, to Europe and Asia. In 2010 alone, we brought in 455 people for various

familiarization tours and conducted 271 client meetings, both up sharply from previous years.

We’ve identified these initiatives to keep the Rockford Region’s star rising in the global marketplace:

TARGETED RESEARCH AND MESSAGING

We will build on the successes in our targeted industries to promote the Rockford

Region’s strengths to the right people. We’ve identified our targeted industries as Aerospace, Alternative Energy, Chemical Manufacturing, Customer Service Centers,

Food Processing, Healthcare, Industrial Machine Manufacturing, Logistics, Metals

Manufacturing, On- and Off-Road Vehicles, Professional Business Services and

Rail-Related Manufacturing. To ensure we focus our resources correctly, we will

continue to use the best industry research available. With that data, we will craft our

messaging appropriately by targeted industry and further raise our credibility with

decision-makers. Those efforts will position the Rockford Region as the best solution for

their companies.

CONSISTENT PENETRATION IN TARGET AUDIENCES

We will also make sure our message is heard clearly and regularly so that the Rockford

Region has top-of-mind awareness among site selectors, developers, corporate

decision-makers and foreign-direct-investment opportunities. We will use our new,

leading-edge contact management database to develop an unrivaled network of

prospects. We will enhance our presence at trade shows, conferences and industry

gatherings, building relationships and recognition. We will implement best practices in

Internet and new media marketing to provide clients with up-to-date information on

opportunities in the Rockford Region. We will continue to partner with other regional

groups, such as the I-39 Logistics Corridor Association and Supplier Excellence Alliance

to promote the Rockford Region.

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Strategy: Thriving Business Climate

Since most job growth comes from the expansion of existing companies, we will continue to link our

business community’s needs with solutions and opportunities. Thanks to our investors and partners,

we’ve helped local businesses with more than 30 expansion projects adding 1,800 jobs and helped

other businesses retain more than 1,500 jobs. We’ve strengthened international relationships through

consulate visits, Go Global conferences and trade missions. We’ve connected local supply chains

through matchmaking events with major companies. Our Business Retention and Expansion team

has conducted more than 360 Voice of the Customer interviews as well as other calls and meetings

to keep a finger on the pulse of our business community.

We’ve identified these initiatives to further improve the Rockford business climate:

GROWTH PROGRAMMING

We will help local businesses identify and connect with the resources they need to

grow. Building on the success of the Rockford Area Aerospace Network, we will

launch other industry clusters in our targeted markets. Organized clusters help similar

businesses connect to supply-chain opportunities, advocate for industry-specific

needs and attract other firms. We will also coordinate with other organizations, such

as the Illinois Small Business Development Center International Trade Center of the

Rockford Area, U.S. Department of Commerce Export Assistance Center, the Illinois

Small Business Technical Development Center (SBTDC) and the Illinois Procurement

and Technical Assistance Center (PTAC) of Rock Valley College – to provide seminars,

workshops and one-on-one consultations to help businesses increase their exports and

gain government procurement opportunities, as well as programming geared toward

small businesses. We will also work with the Northern Illinois Minority Companies

Association (NIMCA) to promote its contracting, networking, educational and

financial programming for minority- and woman-owned businesses.

BUSINESS MATCHMAKING

We will help local companies connect with potential business opportunities and

elected officials. Building on the success of supplier symposiums with Boeing, GE

Aviation and Navistar, we will sponsor similar events for a range of industries. We will

also develop capabilities, tools and events to help local companies engage in

business-to-business relationships. We will continue to support regular discussions

between employers and elected officials, such as the popular Coffee Talk series.

RETENTION VISITS

We will be aggressive in our business retention efforts, learning what our employers

need in order to be successful and then proactively connecting them with resources.

We will utilize a comprehensive database of companies in our region to learn where

our retention efforts can have the greatest impact. We will also call on corporate

headquarters to identify ways to assist local operations with expansion and retention

opportunities.

Strategy: Thriving Business Climate (Continued)

REGIONAL ENGAGEMENT

Because our economy is regional in nature, it is important that all players be on the

same page. We will continue to engage our elected officials at the local, state and

federal levels to both advocate for Rockford Region businesses and promote key

economic development legislation. We will engage and equip local business and

civic leaders from every segment of the community, including a focus on

understanding the experiences of minority- and woman-owned companies.

INNOVATIVE ENTREPRENEURIAL NETWORKS

We will build on the successes and learnings of EIGERlab – our one-stop entrepreneur

support center – to develop and celebrate new job-creators in the Rockford Region.

We will conduct a boot camp program to develop new start-up and early-stage

companies. For new start-ups or subsidiaries of international firms, we will offer a “soft

landings” incubator to help them sell in the U.S. marketplace and employ U.S. workers.

For existing growing companies, we will develop a second-stage

entrepreneurship center with focused programing. We will also offer industry-specific

accelerator programs and develop diverse peer roundtables and networks. We will

connect new and growing companies to financial resources to help secure their

future.

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Strategy: Quality Connected Infrastructure

We understand that economic success is built on more than individual businesses. To achieve

growth, a region needs quality infrastructure – not only transportation, utility and technology

networks, but also industrial and commercial properties, amenities to attract workers and a plan for

all of these pieces to work together. Thanks to our investors and partners, we developed and won

approval for the first Comprehensive Economic Development Strategy (CEDS) for Boone and

Winnebago counties. We aligned a three-state transportation plan through Tri-State Alliance annual

summits. We also promoted industrial park development and the use of incentives to municipal

officials and developers.

We’ve identified these initiatives to further improve the Rockford Region’s economic infrastructure:

COMPREHENSIVE PLAN FOR GROWTH

We will work with our partners to implement projects in the CEDS, as well as refine and

add high-impact projects as identified. This plan engages leaders from throughout the

region, fostering collaboration and ensuring good value for public resources. We will

promote job and wealth creation to our elected and appointed leaders at all levels of

government, leveraging more resources for the region.

INFRASTARUCTURE LINKS TO CHICAGO AND THE WORLD

We will build on one of our regional strengths – strong road, rail, air and information-

technology links to Chicago, the rest of North America and the world. We will

cooperate with our partners to advocate for projects that further improve those links,

and identify solutions for the gaps that exist. We will promote development of industrial

parks and redevelopment of underutilized properties to provide room for business

growth. We will strengthen our growing international connections through promotion of

Chicago Rockford International Airport, our Foreign-Trade Zone, export resources and

foreign direct investment incentives.

ADVANCE THE URBAN EXPERIENCE

In order to attract talented professionals, we will work with the City of Rockford and

other municipalities to renovate and transform underperforming downtown spaces.

We will build on the success of Rockford City Market to use entrepreneurial energy to

augment public dollars.

PRUDENT INCENTIVE POLICIESAND BUSIENESS FRIENDLY LEGISLATION

Through research and networking with the business, development and public-sector

communities, we will identify best practices to ensure the Rockford Region’s

competitiveness. We will be a voice for job and wealth creation to legislators.

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Strategy: 21st Century Talent

The jobs of the future require educated and skilled workers and, for the Rockford Region to be

economically competitive, it must stop the bleeding of talent. Our call continues to be to attract,

retain and develop the talent that will fuel our economic future. Thanks to our investors and

partners, we initiated the Attracting and Retaining Talent to the Rockford Area (ARTRA) Steering

Committee that produced LiveBig Weekend and spurred the IGNITE young professionals

organization. We coordinated the Rock the Air community campaign to attract an Embry-Riddle

Aeronautical University residential campus to the region. We also were a founding partner of

Alignment Rockford, an innovative and collaborative framework for improving Rockford public

schools.

We’ve identified these initiatives to further improve and expand our workforce:

GROW

We will continue to support Alignment Rockford and other initiatives to improve our

region’s schools and develop the workers of the future. We will foster collaboration

with the business community to provide hands-on training and experience for our

students. We will build on the momentum of the Embry-Riddle campaign to promote

and expand higher education opportunities to retain homegrown talent.

ENHANCE

The Rockford Region has long been known for its work ethic and its sizable workforce.

We will collaborate with other agencies on education and training opportunities to

provide our workers with 21st Century skills. We will also identify ways to increase the

diversity of our workforce, including promotion of entrepreneurs and business owners

representing every part of our community.

RECRUIT

Using the enthusiasm of existing young professionals such as our partners in Next

Rockford, we will conduct targeted recruitment of talent from outside the region. This

will include development and promotion of our urban amenities and quality-of-life

attributes, communication of career opportunities and marketing of success stories.

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Strategy: Emerging Opportunities Fund

This is your chance as a public or private investor to make your mark on the community’s future. Our

Leadership Council is a broad-based group of our top-tier investors who helped start projects that

couldn’t have started otherwise. Thanks to their time and effort, we’ve invested nearly $700,000 in

key regional initiatives, including:

Renewable energy solutions at Freedom Field,

Improved educational opportunities through Alignment Rockford and charter schools

in District 205,

The creation of a downtown redevelopment plan led by Rock River Development

Partnership,

Connecting employers to interns and recent college graduates with the Rockford

Area Career Clearinghouse,

Increased regional government advocacy and lobbying efforts through the Regional

Director of Government Affairs,

Leadership of the Rock the Air community campaign to attract an Embry-Riddle

Aeronautical University residential campus here.

We plan to continue identifying and engaging such initiatives through investor leadership with these

proven guidelines:

Projects to move and shape public opinion on critical issues relating to the region’s

capacity to grow, such as infrastructure, education funding or other public-policy

opportunities.

Focused efforts to remove stubborn or difficult barriers to growth.

High-impact projects that capture the community’s imagination and enhance quality

of life for the entire region.

By investing at the Leadership Council level, you can help

decide what key projects will be funded and plant the

seeds for our economic future.

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Measuring Our Success

Rockforward!2 is a data-driven, results-oriented plan. We will use the following measurements,

gathered from respected government and private-sector sources, to report to our investors, adjust

our strategies where needed and celebrate our victories.

Our primary focus is job creation. Rockforward2! will continue the momentum of Rockforward! in

getting the Rockford Region to work. Over the first four years of Rockforward! our efforts have

helped businesses create and retain approximately 1,350 jobs per year. Our goal for Rockforward!2 is to exceed that and help businesses create and retain 1,500 jobs per year for a total of 4,500.

Another goal is for the Rockford Region to exceed state and national trends in job creation, as well as exceed the Illinois Department of Employment Security’s job-growth projection for the region of

0.64 percent per year.

We will also track investment by companies in our region in terms of capital expenditures and

square footage. Our goal is to exceed our Rockforward! averages of $82 million and 770,000 square feet per year.

We will also track several secondary measures to get a full picture of how the Rockford Region is

doing.

Our goal for the region’s Gross Metropolitan Product (now approximately $12.5 billion per year) and exports (now approximately $1.24 billion per year) to increase at a faster rate than state and nation-

al levels.

We will also look for an increase in our region’s Innovation Index, which now sits below the national

average, and in entrepreneurship, particularly companies moving into Stage 2 of growth.

We know a key to adding jobs is to increase the supply of land and buildings ready for

development.

Finally, we will also track internal RAEDC measurements. Our goal will be to continue the trends of

Rockforward! and increase website visits and our Voice of the Customer surveys each year.

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From Our Investors

Thank you to the RAEDC for featuring our company

in your recent Developments newsletter. We really

appreciate your support. We are hopeful that this

story will end with a sale for us and a cost savings and

streamlined process for our client.”

- Kerry Frank, CEO, Comply 365

“It is with the greatest sincerity that we convey

our gratitude for the RAEDC’s sponsorship of the

Rockford Aerospace Delegation to the NBAA Show.

Our gratitude extends even further to the RAEDC’s

clear understanding of its mission and its passion,

competence and success in carrying out that

mission. We are proud to be an RAEDC investor

and privileged to be part of a community in which

an organization such as the RAEDC exists and

operates.” - Ron Gustafson, President, Clinkenbeard

Call to Action - Invest in the RAEDC

Today’s economy presents both challenges and opportunities. Much work remains to be done. We

must continue to help local companies become global traders. We must promote the region’s

compelling attributes to attract investment. We must enhance our region’s capacity for

development. And, perhaps above all, we must continue to strive for excellence in our educational

system. Together, we can build a better, stronger, more sustainable economy. Together, we can

create the future we want now.

For more information on becoming an RAEDC Investor, contact Mary Cacioppi, Director of Investor

Relations at 815-969-4259, or by email at mcacioppi@rockfordil.com.

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2012 Board of Directors

Executive Committee

Chairman of the Board:

William C. Roop, Alpine Bank

Vice Chair:

Joel Sjostrom, Sjostrom & Sons, Inc.

Treasurer:

Immediate Past Chair:

John Chadwick, WREX-TV

Directors at Large:

Dr. William Gorski, SwedishAmerican Health System

Andreas Schell, Hamilton Sundstrand

David Schertz, OSF St. Anthony Medical Center

Leadership Council Chair:

Steve Ward, Riverside Community Bank

Business Attraction Solutions Team Chair:

Steve Bois, Rockford Area Association of REALTORS

Business Retention & Expansion Solutions Team Chair:

Gary Marzorati, William Charles Ltd.

Business & Community Relations Solutions Team Chair:

Linda Gerber, Rock River Valley Blood Center

Rockford Area Aerospace Network Chair:

Jeff Kaney, Kaney Group LLC

Mayor Lawrence J. Morrissey, City of Rockford

Chairman Scott Christiansen, Winnebago County

Janyce Fadden, Rockford Area Economic

Development Council

Ex-Officio Voting

Mayor Dale Adams, Village of Rockton

Dr. Jack Becherer, Rock Valley College

Einar Forsman, Rockford Chamber of Commerce

Steve Graceffa, Rock River Water Reclamation

John Groh, Rockford Area Conv. & Visitors Bureau

Frank Haney, Next Rockford

Mayor Dave Krienke, Village of Roscoe

Mayor Darryl Lindberg, City of Loves Park

Dr. Martin Lipsky, U of I College of Medicine

Bharat Puri, Greater Rockford Airport Authority

Mayor Tom Strickland, Village of Machesney Park

City of Rockford Liaisons

Alderman Bill Robertson

Alderman Carl Wasco

Directors

R. Richard Bastian, III, Blackhawk Bank

Edward C. Berg, First Northern Credit Union

Jerry Busse, Rockford Toolcraft, Inc.

Paul Callighan, ComEd

J Chapman, Maverick Media

Rena Cotsones, Northern Illinois University

Pamela S. Fox, Hinshaw & Culbertson LLP

Darrin Golden, IBEW / NECA

Greg Graber, WIFR-TV

Thomas Green, Barrick, Switzer, Long, Balsley

& VanEvera

Michelle Janke, BMO Harris N.A.

Gary Kaatz, Rockford Health System

Kent Kohlbacher, Associated Bank

Jeff Layng, JP Morgan Chase

Brad Long, Building Trades/Project First Rate

Dr. W. Stephen Minore, Rockford Anesthesiologists

Associated, LLC

Fran Morrissey, The Morrissey Family Businesses

Ed Munguia, Stillman Bank

Paul Nicolosi, The Buckley Companies

Sagar Patel, Woodward

Mark Peterson, CherryVale Mall / CBL & Associates

Properties

Bharat Puri, First Rockford Group

Peter Ricker, Rockford Register Star

Senator Dave Syverson

Glen Turpoff, Northern Illinois Building Contractors

Association

Dave Whitmore, IronWorkers Local Union 498

Concentric Rockford, Inc.

Ex-Officio Nonvoting

Reid Montgomery, City of Rockford

Sue Mroz, Winnebago County Regional Planning

John Phelps, Rockford Local Development Corp.

Jeff Polsean, State of Illinois

C. Mark Williams, Growth Dimensions of Belvidere

& Boone County

David Young, Northwest Illinois Development

Alliance Executive Director

Village of Roscoe Liaison

Planning and Zoning Administrator Sheryl Crowley

Winnebago County Liaisons

County Board Member Frank Gambino

County Board Member Gary Jury

815.987.8118 www.rockfordil.com information@rockfordil.com