25 S. Garden Street · PO Box 1289 · Marion, NC 28752
Phone [828] 652-9391 · Fax [828] 652-8775
Email: meda@mcdowell.main.nc.us

MEDA Quarterly News

OCT-DEC 2000 – Vol. 1

McDowell Economic Development Association, Inc.

Marketing McDowell

(County)

Raymond Burrows

NC Department of Commerce

  Editor’s Note: Information in this column is based upon the program, “Marketing for Economic Development Professionals,” conducted by Eric P. Canada for the American Economic Development Council.

  Daily we hear the terms marketing, markets, market shares, the market-is “up or down”, etc. without thinking of how many different meanings are in the word “marketing”.  Since economic developers lack a precise language to share like physicians and accountants, it is important that we define “marketing” so that all economic development professionals and our allies will be communicating in the same vocabulary.

    Some history may help bring us a common understanding quickly.  Until about 40 years ago the term “marketing” was not in our vocabulary-“selling” was the term most used.  The term “selling often called up visions of a used car salesman (there were few women in sales at the time), TV pitchmen and “high pressure” vacuum cleaner sales people.  This detracted from the professionalism of those who guided sales in industrial companies, in retail chains, in health-care as well as economic development.  At the same time, “selling” is vital to our economy as a common saying goes, “nothing happens until something is sold”.

    At the end of World War II, the U.S. economy “retooled” for the consumer markets; it started selling the same cars, the same colors-although loaded with options; refrigerators, stoves, washing machines—all white; stick-built housing, natural fiber clothing—except for nylon stockings and other products with few changes.  However, some industries developed to serve the war effort in order to survive, had to compete with established companies.  For example, Kaiser not only entered the aluminum industry but even introduced-though unsuccessfully-the Kaiser automobile.  In response to new and stronger competition, consumers received an increasing variety of choice and options for their product.

    GE was the first company, which recognized that customers were not so much “buying the product” as “what the product would do for the customer”.  The refrigerator, for example, could not only keep the contents fresh but through color indicated the fashion tastes of the home, through its size and options indicate the degree of affluence, etc.  This recognition created the “marketing concept”.  Adopting this concept meant that GE, in each division, integrated functions that had formerly been quite separate such as production, advertising, sales, finance, etc.

    A successful company, like GE, had to identify customer needs, develop products to meet those needs, advertise and promote to reach consumers, provide value at a price, conduct personal selling and distribute the product so that it could be purchased at locations preferred by customers.

     Thus, the “marketing Concept” came to be recognized as a process of:

(1)      Identifying target markets and discovering their needs through research.

(2)      Developing products that would fulfill those needs.

(3)      Price that consumers could pay.

(4)      Outlets they prefer to shop.

       Since GE produced both consumer and industrial goods, industrial marketing quickly benefited from the “marketing concept”.  Much later, economic development—because key aspects are similar to industrial marketing—came to recognize the values of this integrated approach.

        The “marketing concept” or process can be illustrated and probably recognized by any readers who have complete marketing courses.  In the illustration below target markets are the center surrounded by segments of the circle: product, promotion, price and lace/location.

Elements of Market Strategy

     The efforts of a community to achieve growth and prosperity will find the “marketing concept” process is vital to success and has aspects of both the consumer marketing, i.e., tourism/conventions and industrial marketing, where location/expansion decisions are made by skilled teams negotiating with the community’s economic development professional and allies.

       The future columns will discuss McDowell:

      (1)    Target Markets

(2)    Products and Services

(3)    Promotion

(4)    Price/value

(5)    Place/location

         While a community often feels that it lacks the options and ability to change that are available to commercial companies, creative application of the “marketing concept” nearly always uncovers options and opportunities that traditional approaches miss.

Preparing McDowell County’s World-Class Workforce  

Virginia R. Mitchell, President

McDowell Technical Community College

                    Being a part of the McDowell County Retention and Expansion Strategies Team has been an eye-opening experience for me.  As the new president of McDowell Tech, I have been pleased to hear the positive comment about how our Focused Industrial Training unit is meeting the needs of the companies for on-the-job training.  But I have also been sobered to realize the tremendous need our companies have for a well-qualified and “willing” workforce.

                   We are a comprehensive community college.   That means that we provide programs in basic skill, job readiness, vocational/technical training, college transfer, and personal enrichment.  We seek to provide opportunities for improving the lives of all citizens of McDowell County through our access to quality educational program

                    But we acknowledge and accept the challenge.  We must be the primary vehicle for workforce development in McDowell County.  Through collaboration with the McDowell County School System, JobLink Career Center and the Employment Security Commission, and the support of the Chamber of Commerce and the Economic Development Board, we will work to create a local world-class workforce, ready to meet the demands of our current industries as well as those new industries we attract to our beautiful county.

                    With the November 7^th election, we have the opportunity to pas a $3.1 billion bond for higher education.  McDowell Tech will receive $2,859,567, $2,138,279 in construction funds and $721,288 for renovation and repair.  We need those funds to build a new building, which will be the site of technology and industry training.  We need those funds to repair and renovate existing classrooms to support the technology needs of every curriculum.  Our county deserves a world-class community college.  Passage of this bond package will provide a tremendous boost to MTCC in our effort to train a world-class workforce.

     Thank you for your support!

  Publication of a Quarterly Newsletter

      The McDowell Economic Development Association has previously and periodically published a newsletter for its membership and the community.  We will begin production of a quarterly newsletter that will hopefully be substantive and informative.  Please call us at 828-652-9391, fax us at 828-652-8775, or e-mail us at meda@mcdowell.main.nc.us with any suggestions.

PLEASE JOIN MEDA!

     MEDA membership is open to anyone through a ten-dollar annual membership (affiliate) or a one hundred-dollar annual membership (business/industry).  Your membership is important and provides Financial Assistance in an effort to improve our community.  Anyone interested in joining may contact Harriet Smith at 828-652-9391 for further details.

News from the JobLink
Mary Beth Ledbetter

       The McDowell JobLink Career Center remains alive and well, closing out the second quarter serving 3671 customers.  These people were served through training, job placement and referrals.

      Jerry Broome, Coordinator at JLC, was one of five presenters in Winston-Salem representing successful JobLink Centers throughout the state.  He was able to do some well deserved bragging to the North Carolina JobLink Career System State and Local Meeting.

      Three staff members have been trained in Cognitive Behavior Intervention (CBI), which is called “Thinking for a Change”.  This training will be offered at no cost.  Likewise, most of the staff at the JLC have completed "Advanced Connections” training-comprehensive customer service training.

       Employment Security now mandates Reemployment Initiative training at the JobLink on Thursdays from 1-5 p.m.  The training focuses on job search and job readiness skills.  Newly “unemployed” clients are being channeled through the training at the beginning of their unemployment with hopes of faster re-employment.  This puts the JLC in a strong position to refer good workers to employers.

     Pre-employment training continues.  With 12+ connections in the county at this time, students “earning” a certificate at the end of thirty hours have a guaranteed interview and preferential hiring with cooperating employers.  Essentially, this is a 30-hour interview.  As qualified employees leave the class, more interest is being generated throughout our community.  Several organizations across the state have been to the JobLink to observe and emulate the class.

      Employment education continues to grow in numbers through Adult Basic Education, Welfare to Work, Pathways to Employment and Human Resources Development Clients are also utilizing Self-Study programs through the employability lab.

EXISTING INDUSTRY CREATES SUBSTANTIAL NEW JOBS AND INVESTMENT

     The following graph demonstrates the importance of existing industry to a community.  A new company locating in a community is obviously important.  However, statewide, most new jobs and new investment is created by existing companies already located in the community.

Key Gas to Locate Manufacturing Facility in

McDowell County

       Key Gas, Inc., McDowell County and MEDA recently announced plans for the location of a new manufacturing facility in McDowell County.  The Cleveland based company produces valves and fixtures primarily for the natural gas and propane stove industry.  The company will initially invest two million in the building and equipment and initially employ twenty people.  The company is expected to locate in McDowell County this fall.  Key Gas, Inc. is owned by Roy and Jim Kuhn.

  INDUSTRY VISITATIONS UNDERWAY

        A team of six representatives from various agencies including the NC Dept. of Commerce, the Community College, the Chamber of Commerce, JobLink, the Employment Security Commission, the Public School System and MEDA are visiting each manufacturing company with twenty-five or more employees.  The visits are designed to primarily receive information and feedback on various needs and concerns of the manufacturing community and to develop both a short-term and longer range response to the issues and concerns that are raised.

The specific objectives of this visitation program includes:

      ·        Demonstrate to local industry that the community appreciates their 
            contribution to the economy.

      ·        Assist existing industry in solving problems that may be identified.

•      Assist existing industry in understanding and using programs
    aimed at helping them become more competitive.          

  ·         Develop a strategic plan for long range business retention and 
  expansion activities.

  ·         Build a community capacity to sustain growth and development.

          There have been fourteen meetings that have taken place and the process has been productive.  The specific information that is received will be held in confidence.  Consistent themes have already emerged with a variety of issues specific to various companies.  Group sessions will be held with manufacturing employers having fewer than twenty-five employees.  It is expected that the visitation process will take three to four months to complete.  At the conclusion of these visits, it is our intent to hold a group session to discuss the implementation of strategies that will begin to address concerns and issues that have been identified.  We wish to thank everyone that has participated in these meetings.  Please call Harriet Smith at 652-9391 to schedule a visitation.    

Current MEDA Board Members

David Wooten, President
Kathy Rabb, Vice President
J.B. Bundy, Secretary/Treasurer
John R. Biddix
Joe Kaylor
Sarah Buchanan
Jim Kilbourne
Everette Clark
Ray Linder
William Dover
Dr. Virginia Mitchell
Larry “Butch” Hogan
Garland Norton
Adolph “Butch” Justice
Dennis Whitson

Ex-Officio Members

Rod Birdsong
Bob Boyette
Rep. Mitch Gillespie
Paul Hughes
Dean Kanipe

MEDA Office Staff

Charles R. Abernathy,     Executive Director
Harriet C. Smith,     Office Manager

Phone #            (828) 652-9391
Fax #               (828) 652-8775
E-mail             meda@mcdowell.main.nc.us

McDowell Economic Development Association, Inc.