To Market,To Market

If someone were to tell you they “had to do their marketing on Saturday,” you’d probably think they were talking about creating sales promotions, press releases, or social media posts. Unless you’re an old soul, in which case you might think they intended to go to the market to sell and buy goods. Indeed, there was a day—starting back in the mid 1500’s—when marketing wasn’t a science or a profession, but a weekly chore to sell items produced on the farm and to buy things for daily living.

Marketing on the modern farm is much more sophisticated with cash, contracting, and futures options to optimize price, manage inventory, and mitigate risk. With that said, this farmwife has never gotten involved in marketing our crops—that’s all in the hands of my brother-in-law. I do know that commodity marketing is a far cry from my career in marketing in which I peddled services and goods, from healthcare and consulting to fasteners and heavy equipment.

Regardless of what you’re marketing, the Ps are the same: Product, Price, Place, and Promotion. Although, the classic “Four Ps of Marketing” have been expanded by some to include People (your target market and/or your employees) and Presentation (packaging, messaging, and branding).

One of our roles as an economic development organization for the region is to market to our target industries. These target industries are represented by companies that are currently doing business in our region, as well as companies that we’d like to attract here. Both existing and prospective companies benefit from understanding why northwest Illinois is a great place to do business.

Why our region is a great place to do business
Our location. For those who are responsible for getting raw materials and components into factories and finished goods out to customers, our position on the map is prime. With access to major interstates, rail service, and one of the top cargo airports in the country, our location is unbeatable in serving the U.S. market and beyond.

Our abundant natural resources. Pay attention to the water wars out west and scarcity in other parts of the world, and you’ll quickly appreciate the quantity and quality of Midwestern water. Tag on the fertility of our soil and proximity to timber and iron ore deposits, and we’re rich with resources. In addition, from a livability viewpoint, our green spaces and waterways are highly attractive to outdoor enthusiast.

Our skilled workforce. While “availability of skilled workers” remains the top barrier to growth for many of our employers (source: GRCC Quarterly Business Sentiment Survey), we’re doing something about it. Our schools aggressively follow the Illinois Board of Education guidelines for Career and College Readiness. Rock Valley College, Rockford University, and Rockford Career College work closely with employers to provide relevant curriculum and hands-on training. Our trade unions continually provide apprenticeships and training for skilled workers. The Workforce Connection, our regional resource for workforce development, connects employers and prospective employees to programs and funding. And a host of other organizations provide training and development services that help people improve their skills and find meaningful jobs.

Our collaborative focus on business growth. This is perhaps what sets us apart from other regions. When an existing company is struggling or expanding, or a new company is interested in moving here, it’s fairly easy to convene “all hands on deck” to support the effort. It’s not uncommon to sit at the table with ComEd, Nicor, Four Rivers Sanitation, The Workforce Connection, R1 Planning Council, GoRockford, state and municipal staff, and elected officials to remove barriers and ease the path toward success. I heard one developer remark, “I don’t want to do business anywhere else,” because of the intense collaboration in our region.

Our region’s central location, natural resources, skilled workers, and intense collaboration help define the “product” that the GRCC is taking to market every time we talk to a company about expanding or moving here. And while marketing the region is one of the GRCC’s primary roles, you too can help promote the region. When you talk to someone across the street, across the country, or across the ocean, market our community. Tell them why this is a great place to do business.