The New Century and Blue Ash Ohio

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The New Century and Blue Ash Ohio

• Exceptional Quality of Life
• Through A Comprehensive
• Economic Development Platform

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Briefing With City CouncilFebruary 9, 2006

• Prepared By TrueNorth Brand Strategies
• TrueNorthBrandStrategies.com

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Blue Ash, Ohio Balanced Development and
Prosperity

• A 30 Year Legacy
• of
• Vision, Planning, Leadership

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The Blue Ash of today was borne from the vision
of community leaders 30 years ago.
Once again, it is time to visualize and aspire to
what Blue Ash can look like 2030 years from now.
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Todays Appropriate Question

• How best should Blue Ash proceed if it seeks to
  move through the first half of this new century
  with sustainable prosperity and premium quality
  of life?

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Three Conclusive Points

• The issue is all about change to what degree
  Blue Ash is embracing a changing world
• There is significant, untapped potential for Blue
  Ash to achieve broad, national prominence
• Only a relatively modest tweaking of
  circumstances in Blue Ash is needed to answer the
  previous question

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Keys To Success

• If Blue Ash wants to successfully compete against
  cities in the region and around the country for
  economic development investments, it must
• Be Relevant
• Be Known
• Be Effective

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The Project Report

• The Vision For Sustainable Prosperity
• Economic Development Assessment of Blue Ash
• A Strategic Plan to Actualize The Vision
• The Branding of Blue Ash to Guide The Plan

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The Vision

• Community Core Values
• A Vision Statement
• Vision Goals

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The Vision Community Core Values
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The Vision - A Vision Statement

• Blue Ash will systematically pursue a
  diversified, clean profile of economic
  development initiatives to locate niche events,
  attractions, and business activities that will
  constructively put the communitys assets to
  their highest and best use while reflecting the
  community core values.

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The Vision - Vision Goals

• Five major goals to achieve before 2036
• Blue Ash garners national awards and media
  coverage as the nations small-cities model of a
  progressive, managed-growth community

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The Vision - Vision Goals

• 15 of the Inc. Magazines 500 Fastest Growing
  Companies are based in Blue Ash after their
  start-up in, or relocation to, the community

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The Vision - Vision Goals

• 50 of the Fortune 500 companies have executive
  offices or value-added operations in Blue Ash

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The Vision - Vision Goals

• 500,000 people choose Blue Ash each year as an
  end destination for music, sports, arts, and
  conference events

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The Vision - Vision Goals

• Debt financing is retired and no longer necessary
  because revenue streams comfortably cover the
  operating budget, capital improvement program,
  and long-term investments

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Economic Development Assessment

• Blue Ash as Ten Community Sectors
• Advantages
• Opportunities

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Economic Development Assessment

• Whether or not Blue Ash is thriving one, two, or
  three decades from now depends upon the ability
  of todays community leaders to stay abreast of
  domestic and global matters that impact trade,
  product innovation, societal trends, and cultural
  currents, all of which influence Blue Ash sooner
  or later.

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Assessment Community Sectors

• Residential Living
• Education
• Recreation
• Cultural Environment
• Health Care
• Government
• Public Safety
• Utilities
• Transportation
• Commerce

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Assessment Advantages

• Safe, established neighborhoods
• Raymond Walters College of UC
• Sycamore School Districts quality
• Recreation center programs
• Outdoor concerts and festivals

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Assessment Advantages

• Municipal golf course
• Regional cultural / entertainment assets
• Well-traveled citizens
• Quality health care services
• Sound, visionary municipal government

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Assessment Advantages

• Respected participant regionally
• Professional police and fire departments
• Reliable utility services
• Highway corridors
• Blue Ash airport

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Assessment Advantages

• Attractive office parks
• Nature trails and public parks
• Diverse business base
• Reasonable business-to-business support
• Commercial aviation at CVG

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Assessment Advantages

• Above average quality of life

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Assessment OpportunitiesIdentified needs
represent opportunities

• Leading edge housing design / amenities
• Themed lifestyle communities
• More university programs and presence
• Additional recreation center facilities
• Indoor venue for entertainment events

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Assessment Opportunities

• Expansion of golf course club house
• Expand golf course for tournament play
• Brand and package concerts / festivals
• Generational culture to cultivate youth
• Blue Ash in the National Conversation

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Assessment Opportunities

• Connect the business base for synergy
• Vertical targeted marketing
• Recruit innovative / growth companies
• Stimulate creative expression / arts
• Instill connectivity throughout the city

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Assessment Opportunities

• Strengthen revenue streams
• Build economic development platform
• Embrace a long term community vision
• Tighten land-use and building standards
• Transition to mixed use developments

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Assessment Opportunities

• Re-develop available buildings
• Prioritize beautification of the city
• Modernize and promote aviation assets
• Brand the community for distinction
• Proactive marketing public relations

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Assessment Opportunities

• An even better quality of life

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Strategic Plan to Actualize The Vision

• Each of four major strategies has tactics and
  action steps as deployment actions for the next 5
  7 years

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Strategic Plan

• A successor strategic plan will be devised to
  address the next phase of action within the 30
  year vision window
• The action steps benefit and impact the ten
  community sectors in Blue Ash

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Strategic Plan Strategies

• Build, manage, and deploy a comprehensive
  economic development platform in and for Blue Ash
  
• Position Blue Ash as a cultured community to
  attractive innovators, venture capital, and the
  creative class

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Strategic Plan Strategies

• Generate significant revenue streams with Blue
  Ash as a popular end destination for
  participatory and spectator events
• Enhance the enjoyment and value of residing in
  Blue Ash through contemporary concepts that
  preserve connectivity and community

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Going Forward

• What Does This Mean For Blue Ash?

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Going Forward Business Attraction

• Focus communitys attention and resources on
  companies with
• Innovative products
• Long-term growth within their industry
• Suppliers or support with growth industries
• RD, office, or value-added aspects
• Synergistic benefits with exiting business base

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Going Forward Targeted Marketing

• Targeted marketing on a vertical basis for three
  industries
• Health care (products, providers, and personnel)
• Financial services (insurance, investment,
  processing)
• Communications (wireless revolution, software)

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Going Forward Entrepreneurship

• Infuse new ideas, innovation, and energy into
  Blue Ash through entrepreneurship that supports
  the business base or presents long term market
  potential.
• Incubation of applied research and attraction of
  graduate level researchers to supplement existing
  R D base is quite useful.

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Going Forward Business Attraction

• The transition over time will allow companies
  within fading industries to depart if they are no
  longer competitive in the marketplace.
• Therefore, loss of a few companies is expected
  and healthy over the long term.

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Going Forward Current Business Base

• Connecting the current base of companies to each
  other and the community is vital.
• Facilitating a business climate conducive to
  their long term prosperity in Blue Ash benefits
  everyone.

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Going Forward Entertainment Tourism

• Build on the outstanding outdoor events of summer
  by
• Packaging and branding a larger concert series
• Expanding seasonality with indoor venues
• Bring talent from around the globe
• Current and generationally relevant programs
• Music, comedy, guest lecture series
• Anchor performing arts in Blue Ash

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Going Forward Cultural Tourism

• Host cultural events to attract generally and
  culturally diverse audiences to expose Blue Ash
  to a new segment of people from many states.
• Expand upon Taste of Blue Ash
• Leverage local pride in historical and heritage
• Partner with neighboring cities
• Encourage expression and exchange of ideas

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Branding of Blue Ash

• Branding is to encapsulate the essence of the
  community for a consistent message to external
  and internal audiences.

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Branding

• Successful branding and marketing communications
  require that all web site and information pieces
  are
• Crisp
• Contemporary
• Corporate

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Branding

• From the economic development vision, branding
  Blue Ash is the first step.

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Exceptional Quality of Life

• The New Century and Blue Ash Ohio