Coos County Survey Results and Recommendations
A presentation to the Coos County Marketing Steering Committee byKDPaine & Partners LLCApril 4, 2007
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Agenda
MethodologyResultsCompetitive analysis
BusinessTourism
RecommendationsNext steps
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Coos County Awareness/Perception Audit Methodology
Sent out 5,500 surveys to a random sampling of Coos County residents (340 undeliverable) Received 1,436 completed surveys
28% response rate Open-ended questions were categorized and
coded for quantitative analysis Verbatim comments available
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Who responded to our survey
53% male, 47% female69% are married 88% own their own home94% have a high school diploma, 50% have a degreeThree-quarters have lived in Coos County for 20+ years 77% are 45 or older50% make less than $40K a year
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What we learned
We’re better than we think we areWe don’t know what’s just outside our doorWe love our communities but not necessarily our
local governmentsWe feel safeCoos County is a good place to raise kids
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Berlin/Gorham/Lancaster generated the most response
Q11. In which of the following municipalities is your permanent residence?
1%
1%
1%
2%
2%
2%
3%
4%
4%
5%
5%
6%
11%
11%
40%
0% 10% 20% 30% 40% 50%
Stewartstown
Pittsburgh
Dummer
Shelburne
Stark
Carroll
Dalton
Colebrook
Jeffferson
Whitefield
Milan
Groveton
Lancaster
Gorham
Berlin
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Nearly half of all Coos County residents rated the community in which they live favorably
Q1. How would you rate the town/city in which you currently live?
11%
21%
23%
38%
8%
0% 10% 20% 30% 40%
Poor
Fair
Neutral
Good
Excellent
Five-point scale: 5=excellent, 1=poor
Mean score: 3.12
Berlin (2.50) and Groveton (2.51) residents rated their towns
significantly lower than did all other Coos County residents
“It’s an area where your house isn't locked and the pleasant attitude of the people and their desire to help when
you have problems.”
“My hometown is the place for me. I know my friends and they
know me.”
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Two-thirds of residents outside of Berlin and Groveton rated their community “good” or “excellent”
Q1. How would you rate the town/city in which you currently live?
3.54
3.55
3.56
3.64
3.74
3.76
3.77
3.81
3.87
3.88
1 2 3 4 5
Stewartstown
Errol
Dummer
Dalton
Lancaster
Shelburne
Milan
Gorham
Pittsburg
Jefferson
Five-point scale: 5=excellent, 1=poor
N=56
N=15
N=149
N=62
N=21
N=140
N=44
N=16
N=11
N=13
“I’ve lived/been to many states; Maine, Minnesota, Florida, Texas and Illinois
and I’ve always come home.”
“I love living here. I grew up here, went away to college and traveled all over the world. I could never imagine
living anywhere else.”
“I’ve lived here all my life. I love the area because there is always
something to see or do!”
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Only about one-in-five residents in Berlin and Groveton rated their community “good” or “excellent”
Q1. How would you rate the town/city in which you currently live?
2.50
2.51
3.14
3.15
3.37
3.43
3.48
0 1 2 3 4 5
Berlin
Groveton
Clarksville
Stark
Carroll
Colebrook
Whitefield
Five-point scale: 5=excellent, 1=poor
“It’s truly sad to have a town with so many opportunities turn to
prisons for growth!”N=64
N=46
N=27
N=26
N=7
N=75
N=525
“Having lived in two other areas in NH over 20 years, this area is lacking in
quality shopping, dining and entertainment. It is also much more
expensive to live here.”
“Economy, healthcare, school funding, employment opportunities and teen recreation are poor. Not
many job opportunities for people to advance in financially.”
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Residents feel that Coos County is a place for outdoor recreation and a place to bring up a family
Q2. How would you rate the town/city in which you currently live, on the following attributes?
1.88
2.05
2.47
2.64
3.78
4.05
0 1 2 3 4 5
A place of employment
A place of commerce
A place to have or establish abusiness
Local government
A place to bring up a family
A place for outdoor recreation
Five-point scale: 5=excellent, 1=poor
Coos County residents do not feel that their community is a place for
employment or commerce.
“Life is good here. We came back here from Florida to raise our family. I wish stores were closer but you get used to that. Safety is a huge issue.”
“This is a great place to live but I do believe we need to aggressively work on attracting industry to the area. The
loss of the mills and poor winter weather has been a blow to the area.”
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Coos County employment opportunities were rated very low on various attributes across all towns
Q3. How would you rate the town/city in which you currently live, on the following attributes?
1.77
1.87
1.94
1.95
2.03
0 1 2 3 4 5
Variety ofemploymentopportunities
Number ofemploymentopportunities
Compensation ofemploymentopportunities
Quality ofemploymentopportunities
Stability ofemploymentopportunities
Five-point scale: 5=excellent, 1=poor
“Need more jobs!”
“Unfortunately, due to low job opportunities, kids leave.”
“There’s nothing here for the young. My family all moved out of
town for work.”
“The quality of life is good if you are financially independent. Hard to
earn a decent living here.”
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Residents outside of Berlin rate the environment(lack of pollution) in Coos County favorably…..
Q4. How would you rate the town/city in which you currently live, on the following attributes (with regards
to raising a family)?
3.30
3.41
3.41
3.47
3.53
3.55
3.68
0 1 2 3 4 5
Local parks/playgrounds
Diversity of religion
Quality of primary education
Availability of recreational activities
Emergency services
Safety/crime
Environment
Five-point scale: 5=excellent, 1=poor
Berlin residents rated the environment (3.08) significantly
lower than all other Coos County residents.
“I live in Berlin and I feel Coos County offers a great peace of life and is really
God’s country. It’s a great place to raise families as well as to retire.”
“Great wildlife conservation. Visible stars at night. Low noise, clean air. Great
sleeping, no need of air conditioning. Good soil for gardening. Great fairs in
summer.”
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…..but don’t feel that there is much culture or availability or social activity in the county
Q4. How would you rate the town/city in which you currently live, on the following attributes (with regards
to raising a family)? (cont.)
2.30
2.45
2.66
2.77
2.91
2.96
2.97
3.08
0 1 2 3 4 5
Culture
Cost of living
Availability of social activities
Quality of post-secondary education
Availability of communication services
Childcare
Housing/real estate
Healthcare
Five-point scale: 5=excellent, 1=poor
“It is a very hard area to get a decent living. It is also a long way
to travel for special doctors.”
“Bring in some industry and culture in the area. We need to have our
youth feel that there are opportunities right in their own
backyards so they don’t continue to exit this county!
“We need un-interrupted cell phone service from Whitefield
north to the Canadian border and from Dalton east to Berlin. High
speed internet country wide, broadband, DSL and wireless.”
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Coos County residents rated all of the county’s outdoor activities favorably
Q5. How would you rate the town/city in which you currently live, on the following outdoor activities?
3.96
3.97
3.99
4.00
4.07
4.15
4.17
4.29
4.33
4.37
4.39
4.40
0 1 2 3 4 5
State/national parks
Boating
Camping
Biking/mountain biking
Picnicking
Canoeing/kayaking
Skiing
Fishing
Hunting
Hiking
Wildlife watching
ATV/snowmobiling
Five-point scale: 5=excellent, 1=poor
“I enjoy this area for its lack of malls. I don’t like to “shop.” I enjoy the outdoors. We have enjoyed the camping, hiking, swimming, cross country skiing, sledding. This area
best suits our interests.”
“Please help keep the wilderness as it is while allowing recreational use. X-C
skiing with dogs. ATV’s, snow machines and hiking trails make Coos
County what it is.”
“If you like peace and quiet great mountains and landscape and have sufficient money this is a good place
to live. If you like hunting, fishing, snow machining and skiing.”
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Coos County received mediocre grades from residents regarding the county’s business potential
Q6. How would you rate the town/city in which you currently live, regarding having or establishing a
business?
2.23
2.30
2.60
2.65
2.70
2.96
2.98
3.12
0 1 2 3 4 5
Economy
Transportation
Overhead costs
Location
Competition
Communityinfrastructure
Availability ofproperty
Quality of workforce
Five-point scale: 5=excellent, 1=poor
“Would like to see more bus services and taxi services (public transportation) we need more job
training opportunities.”
“More work needs to be done on improving infrastructure in better major routes. East, west as well as north, south. Also looking into
new technology business, not relying on forests only.”
“Many years ago it was a great place to live-economy was good-stores lined Main Street in Berlin-Now…
nothing! The entire area needs major upgrading!”
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Coos County received mediocre grades from residents as a place of commerce
Q7. How would you rate the town/city in which you currently live as a place of commerce?
2.16
2.66
2.68
2.76
2.83
3.08
0 1 2 3 4 5
Retail shopping
Local attractions
Availability of locallygrown agricultural
products
Restaurants
Lodging
Tourism
Five-point scale: 5=excellent, 1=poor
“It would be better if more business and tourist attractions came in. Instead of being place to attract
low-income families.”
“I’ve lived in Groveton since 1947 and have seen nothing in the past few years but businesses leaving. We have no real good restaurants and have to travel 10-miles to get a
McDonalds Hamburger.”
“There needs to be more hotels and restaurants in Berlin to
accommodate visitors and give them a reason to stay in town for other
activities besides outdoor action. We also need more variety for
shopping.”
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Local governments in Coos County rated below average with regard to taking action and use of funds
Q8. How would you rate the town/city in which you currently live, on its local government?
2.30
2.60
2.65
3.12
0 1 2 3 4 5
CommunityInteraction
Use of Funds
Taking action
Management
Five-point scale: 5=excellent, 1=poor
“[Coos County] Needs more jobs, more help for needy, government
money, grants and cheaper prices.”
“I want my family to grow up in clean environment but town government is out of control.
Stupid people are doing stupid things and no one is watching the
wallet.”
“Local government in Berlin is detached from what the people want.
We don’t want to live or be like the Southern Cities or States. We live
here and accept lower wage earnings so we can enjoy this area for what it
is: Friendly, clean, conservative, slow-paced and easy to live.”
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Low crime, small town are the advantages
Q20. What are the top advantages of living in Coos County?
8%
8%
9%
14%
17%
17%
18%
19%
23%
24%
44%
60%
0% 20% 40% 60% 80%
Quality education
Qualtity healthcare
Good, strong workforce
Quality of life
Variety of outdoor activities/recreation
Friendly people
Natural scenery/beautiful
Clean air, land, water/ low pollution
Accessiblity to other communities
Community pride
Remoteness /rural /small town
Low crime/safe
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Lack of jobs, taxes and shopping are the disadvantages
Q21. What are the top disadvantages of living in Coos County?
8%
9%
11%
13%
15%
15%
15%
17%
19%
34%
38%
49%
0% 10% 20% 30% 40% 50%
Cost of goods
Lack of modern communications
Influx of welfare recipients
Poor local transportation
Poor/expensive healthcare
Terrible roads
Poor limited education
Poor economy
Distance from larger cities
No shopping facilities
High taxes
Lack of jobs/poor paying jobs
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Outdoor activities are the attraction
Q22. What are the top features/events/activities in your immediate community that you feel attract visitors
and/or tourists?
8%
12%
13%
13%
16%
19%
26%
29%
30%
30%
33%
54%
0% 20% 40% 60%
Heritage Park / River Fire/Logger
Fall foliage
Bodies of water
Camping
ATV parks/trails
Moose/moose tours/festivals
Fishing
Hunting
Hiking
Skiing
White Mtns / wildlife scenery
Snowmobiling
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Coos County offers the best scenery and outdoor recreation on the planet
Q23. Coos County is/offers the best ______ on the planet?
2%
3%
3%
3%
3%
3%
5%
6%
6%
7%
20%
22%
0% 5% 10% 15% 20% 25%
Quiet/ peaceful
Foliage/ leaf peeping
Place to live
Snowmobiling/ four wheeling
Country living/ rural life
Place to raise a family
Wildlife
Quality of life/ way of life
Enviorment (air, water)
People / friends
Outdoor recreation
Views/ scenery/ mountains
How do we stack up against the competition?
We’re better ….
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Our strengths
Unparalleled mountains/viewsClose-knit communitySaferCleaner water 1
Cleaner air 1
Better balance between work and playMore airports
1: www.scorecard.org
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Our weaknesses
Highway accessRange of educational facilitiesLack of incubator space and furniture Communications/technologyDwindling employment poolPR/Marketing
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What do the country’s best cities for business have that we don’t?
Casper, Wyoming Lewiston-Auburn, ME BerlinCombined Tax Rate (Property, sales, income)
13.5% 14% 2.9%
Average house cost $127,300 $89,900 $70,500
Incentives Foreign trade zone Foreign Trade Zone Low interest loans, Job trainingTax breaks
Median age 36 39 41.5
Availability of affordable office space Moderate Moderate Abundant
Crime Low Growing Low
Highways 5 2 0
Free from natural disaster Floods Yes Yes
Quality of life Good Good Good
Average commute 15.8 18.8 15.4
Cost of living Medium High Low
Shopping High High Low
Communications (broadband, cell) High High Low
% High School diploma 89.1% 72.3% 72.6%
% College + 29.4% 16.6% 8.8%
Educational facilities 3 6 2
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The competitive landscape – tourism
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What do we have to offer for tourism experiences?
Extreme Family Women Historic Cultural Senior Outdoor Youth
MountaineeringWhite waterSearch & RescueHikingClimbingGeocachingIce climbingTuckermansSpelunkingHang GlidingSkydivingWakeboardingBiathlons – WildmanTriathlons
MooseSix Gun CitySanta’s VillageFlat Water PaddlingGeocachingHeritage Park ATVHikingAMCDalton GangCorn MazePhotographyAir show
QuiltingPhotographyGolfBikingHikingCanoeingKayakingGrand hotelsSpas
Heritage ParkRogers RangersCovered BridgePOW CampReenactments
St. KieransChapel ArtsFiddle ContestColebrook Church?
HikingQuiltingHistoric sitesBird Watching
Fly fishingHuntingATVSkiing
GeocachingSnowboardingATVExtreme sports
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How do we stack up against our neighbors?
Northeast Kingdom Moosehead, ME Coos County
Family Fairbanks Museum & PlanetariumBarton Historical Society?
Great Corn MazeBicycle trails (Top 100)
SailingHundreds of miles of snowmobile trails
Caledonia County Fair Old Stone House MuseumStars and Stripes Festival
Northeast Kingdom Fall Foliage FestivalGolf – 1 18-hold course 14 Private campgrounds
1 national forestCabot Creamery
Lake Cruises41 Camp Rental Companies
FishingSailing
Moose-Maineia canoe raceSeaplane Fly-in
Moosehead marine MuseumLake cruises on Katahdin
Golf- 1 9-hold course9 private campgrounds
41 private rental companies
MooseHeritage Park
HikingSanta’s VillageSix Gun CityGrand Hotels
ATVBird WatchingCorn MazesGrant Hotels
Lancaster FairPittsburg Moose Festival
Milan Old Homes Day5 18-hole courses
24 private campgrounds14 state parks
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How do we stack up against our neighbors?
Northeast Kingdom Moosehead, ME Coos County
Extreme Winter campingIce climbing
SkijoringPond Skimming
Whitewater raftingCamden National Moose on the Run
SkydivingIce climbingSpelunking
Hang glidingSnowboardingGeo-caching
BiathlonsTriathlonsStreet luge
Rapids
Skiing Jay PeakBurk Mountain (80 km Cross Country)
Burke (45 downhill trails)
No downhill8 Cross Country Ski Areas
WildcatBalsams
TuckermanAMC
Great GlenNansen (Milan)
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How do we stack up against our neighbors?
Northeast Kingdom Moosehead, ME Coos County
Snowmobile 28 Snowmobile clubs 1 Snowmobile club43 miles of trails
3 Sales/rental locations1 repair shop
Ricky craven Ride for Charity
15 Snowmobile ClubsHundreds of miles of trails
Jericho MountainSuccess Trail Perry Stream
North Country ATV ClubBayroot LLCNash StreamCohos TrailSnowdeo
Easter Seals Ride in ATV Annual Ride-in
Snowmobile friendly facilities
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How do we stack up against our neighbors?
Northeast Kingdom Moosehead, ME Coos CountyHistoric Fairbanks Museum & Planetarium
Barton Historical SocietyOld Stone House Museum
Moosehead Marine MuseumMoosehead Historical Society
15 places on the National Registry of Historic Places
Northern Heritage ParkReenactments
POW CampRogers Rangers
Gorham Historical Society
Cultural Parker House GallerySt. Johnsbury Athenaeum & Art
GalleryStephen Huneck’s Gallery
The Catamount Film and Arts Center
Forest Heritage Days St. KieransFiddlers Contest
Colebrook Church
Photography Sea plane fly-in Photo contest
Fall Foliage Tours (airports)
Hiking 6 trails no mountainsAppalachian Trail
4,000 foot clubAMC
The PresidentialsTuckerman's
Randolph Mountain ClubCOHOS Trail?
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How do we stack up against our neighbors?Northeast Kingdom Moosehead, ME Coos County
Watersports Lake MemphomagogLake Willoughbee
Sailing
41 Camp Rental CompaniesSailing
Ammonoosuc RiverAndroscoggin River i.e.
Connecticut lakesUmbagog lakes
Flat water and white water
Women Craft fairs CampsShopping
Steamship CruiseScenic drives
Craft FairsQuit Show
Christmas @ Moosehead
GolfGrand Hotels
QuiltingFlat water & White water
Fishing Lake MemphomagogLake Willoughbee
Total 35,575 acres of ponds 3840 miles of rivers
50 public boat launches
41 Camp Rental CompaniesLandlocked Salmon
75,000 acre lake600 lakes and ponds30 miles of streams
Ice fishingWhite water
Over 400 miles of riverConnecticut lakesUmbagog lakes
TroutIce fishing
Hunting Deer, bear, waterfowl, moose, grouse, wild turkey,
Deer, bear, waterfowl, grouse, Guided hunting trips
Biggest deer, Most bears
63% Moose success rate, highest # of bears, deerWild Turkeys
What do we need to do?
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Communications in the 21st century
The food-chain approach to communications The
Message
The Influentials
The Marketplace:Tourists
Businesses Young people
The MediaOnlineMSM
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BlogsWebsites
Key WordsCoos County
Coos County Communications in the 21st century
Biking?Hiking?History?
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How they’ll find us Finding key words
Key wordsRelated key words Search Engine OptimizationWord of mouth
Vertical blogs/websitesTravel/tourism blogs/websitesSpeeches/presentations/events
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Business Recruitment Opportunities Strength
Weakness
High demand/growth area Low growth
Ex-pat Coos County Graduate Entrepreneurs
Ecotourism
Manufacturing
Women entrepreneurs
Distribution facilities
Extreme sports
Call centers/telemarketing
Bio-fuels/renewable energy
Distribution facilities
Transportation/Warehousing
Healthcare
Education/Training
Canadian entrepreneurs
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Tourism Opportunities Strength
Weakness
High demand/growth area Low growth
Whitewater Paddling
EcotourismHunting
Fly Fishing
Family/amusement
Extreme sports
History
Flatwater Paddling
Golf
Bicycling
DownhillSkiing
Geo-caching
Cross-countrySkiing
Hiking
Running/Road races
ATV
Soccer Tennis
Fishing
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Recommendations – Change the subjectBerlin needs to become the solution not the problem
Without Berlin, Coos County doesn’t have the buildings, workforce and infrastructure to attract business
Tell the world that we are not your father’s North CountryIt doesn’t smellYou can see the mountainsThe water is cleanThere’s more here than you think
Speak with one voiceCelebrate what Coos County is/has
The weatherThe woodsThe waterThe wildlifeThe people
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Recommendations – Frame the discussion We’re better – better than we were AND a better place to start a business
Coos, the county. Not the depressed North Country or The Great North WoodsSave gas, spend more time with your family: Play where you work, work where you
playNorthsourcing, not Outsourcing
We’re closer- Boston is less than a tank away from the best outdoor experience in New England. If you work in Berlin you can be on a ski slope 30 minutes after leaving work.
We’re balanced – we have mountains and rivers, towns and wilderness, airports and hiking trails, amusements parks and national parks, Republicans and the Coos County Democrat.
We’re grand – what other county can boast 3 Grand Resort Hotels?We’re extreme – worst weather on earth, toughest climbs – just try challenging OUR
PresidentsWe’re real: Real food, real people, real politics, real country – the real NHWe’re pure: Clean water, clean air, great views and smells good
Safe Great place to raise a family
We’re the futureSoon to be the state’s first energy self-sufficient county
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Next steps: Start a conversation
On-lineWeb sitesVisitNHChamber sitesNorthNH
FlickrBlogsSpecial interestGeneral interest
YouTube
MSMPublic RadioVerticals
BusinessSmall businessHome businessTravel/tourismLifestyle
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Low-hanging fruit IdeasGet High Schools involved in fixing the youth-flight problem
Congressional Prize for High School Innovation?Outreach to 2500 + High School graduates on Classmates that graduated
between 1965-1995- get them back for reunions, motivate them to return and start business
Sell excess housing in Berlin for $1 to anyone who commits to starting a bed & breakfast
Incentives to producers/sponsors of road races, bike races and other events that bring people up here to smell the air
Head of the Androscoggin race for kayaks, canoes and rowing shellsLeverage the airports for airshows, fly-ins, smoke-jumping training, flight
schoolsGo after Canadian entrepreneurs frustrated by red tapeStart incubator space in Fraser buildings that are vacantLeverage presidential candidates as “celebs” to engage youth Leverage media attention from primary to promote Coos County
How will we know we’re successful?
Measuring of success
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Activity measures
Web site trafficTo County siteTo VisitNH – North Country specific pages To Chamber web sitesTo Berlin and other locale specific sitesNHWorks
Phone calls to: Economic Development DirectorsChambersAVERNCICNHWorks
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How we’ll know if we’ve changed the discussion
Messaging/framing in: Local mediaNational mediaTravel/tourism mediaBusiness media
How we’re discussed in social media
46
Outcome measures
# of new jobsIncrease/decrease in % of 18-24 age groupRoom & meals tax revenue% improvement in satisfaction scores
47
Questions that still need to be asked:
Why is the UNH Forestry School so far from the Forest? Why not “Survivor Coos County”?
48
Next steps:
1. Release findings2. Start three do-able projects3. Measure results4. Announce progress
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Thank You!
For more information email me at [email protected] go to http://www.measuresofsuccess.comOr call me at 1-603-682-0735