HomeMy WebLinkAbout2003 Strategic Marketing PlanCITY OF SEBASTIAN
ECONOMIC DEVELOPMENT
STRATEGIC MARKETING
COMMUNICATIONS PLAN
SEPTEMBER 2003
Table of Contents
I. Introduction
II. Mission Statement
III. Background
IV. Objectives and Goals
V. Product Definition
VI. Product Distribution
VII. Customer Identification
VIII. Competitive Analysis
IX. Strengths
X. Weaknesses
XI. Threats
XII. Opportunities
XIII. Unique Selling Proposition
XIV. Strategic and Tactical Plan Development
XV. Media Plan
XVI. Research
XVII. Public Relations Plan
XVIII. Web Strategy
XIX. Creative Approach
XX. Appendix
I. Introduction
An in-depth strategy session with senior officials of the City of Sebastian and
representatives from the community was held on Thursday, July 3, 2003, City Hall,
Sebastian, Florida.
Attending the session was Terrance Moore, Greg Gardner, Jason Milewski and Tracy Hass
from the City of Sebastian, Beth Mitchell from the Sebastian River Area Chamber of
Commerce, Ed Junker area businessperson, and Chuck Wheeler, Emily Clemente, Julie
Kalt, and Tim Bach from Patterson/Bach Communications.
The purpose of the strategy session was to begin the development of a marketing
communications plan to market the approximately 160 acres of land located on the City of
Sebastian's Sebastian Municipal Airport. See Appendix for strategy session outline.
The marketing communications plan includes an in-depth analysis of the product, specific
marketing communications strategies, and a tactical plan to convert the strategies into
specific actionable items targeted at achieving the stated goals, including approximate
budgets.
H. Mission Statement
City of Sebastian (City) elected officials, volunteer board and advisory committee
members, and all employees are committed to making Sebastian the most desirable city in
the state of Florida to live —for businesses to flourish and visitors to enjoy. Sebastian will
become known as a city that superbly manages and develops its human, natural and
financial resources, such that it is consistently able to provide and improve upon its
reputation as a highly attractive and safe community with enviable business and
recreational opportunities.
We will achieve this mission by implementing the following strategies that build on
excellent work already begun:
Ensure that all employees, volunteers and advisory board members fully understand and
will work toward the achievement of the mission.
Determine, through citizen committees, workshops and surveys, the most important stated
and unstated needs and expectations of the majority of our residents. Concurrently, seek to
assess both internal and external attitudes toward all major City sponsored programs
designed to meet those needs and expectations.
Continually assess the City's recreational and cultural activities and work to provide an
optimal mix that satisfies our residents.
Develop a Growth Management plan that recognizes the City's current and future growth
needs.
Continue to improve the budgeting process so that all human, natural and financial
resources are allocated and all capital improvements are developed and implemented
consistent with this mission.
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II. Mission Statement (cont.)
Design and implement an employee recruitment, training and development plan that finds,
trains, develops and retains people with the skills and talents needed to achieve the City's
mission.
Develop and promulgate an Economic Development Policy that will entice commercial
enterprises to Sebastian, thereby strengthening and expanding the City's financial
resources.
Continue to improve methods of communicating information to residents.
Each Department of the City of Sebastian will develop and accept responsibility for specific
action steps designed to achieve its portion of the mission. The City will review its Mission
Statement annually and measure its progress periodically based on completion of specific
goals set forth in the annual budgeting process. The final measure of success will be
realization of the City of Sebastian's mission.
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M. Background
The City of Sebastian is located at the northern most point of Indian River County. The
City's northern boundry is the St. Sebastian River and its eastern boundary is the Indian
River Lagoon, part of the Indian River and intra-coastal waterway. The City of Sebastian's
history dates back to the 1880s beginning as a fishing settlement. In 1903 President
Roosevelt proclaimed Pelican Island, in the Indian River Lagoon, America's first National
Wildlife Refuge. The City was first incorporated as the Town of Sebastian in 1924. In the
late 1950s General Development Corporation purchased the land from the Mackle family of
Miami and began the development of a planned community that is now the City of
Sebastian.
The City of Sebastian owns and operates a general aviation airport located within the city
limits. Sebastian Municipal Airport was built in 1943 by the Navy as a satellite field for
naval flight training. In January of 1959 the airport was transferred to the City of Sebastian
as part of the Surplus Property Act of 1944 with the provision that it be used solely for
aviation purposes. The airport is situated on 625 acres and consists of 2 runways; runway
4 - 22, 4,024' long and 100' wide, and runway 13 - 31, 4021' long and 150' wide. There is
a third runway, 9-27, which is currently closed. There are no published instrument
approaches available to pilots so activities are limited to visual flight rules. In 1981 the
Sebastian Municipal Golf Course was built on 155 acres of airport land.
Along with the golf course, there are several aviation related businesses located on airport
property.
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Current tenants of Sebastian Municipal Airport are:
Aerotrace
Aircraft Maintenance
J&S Aviation
Full Service Fixed Base Operator
Flight Training
Aircraft Maintenance
Sebastian Aero Services
Fixed Base Operator
Aircraft Repair
Painting
Charter and Instruction
Sebastian Municipal Golf Course
An 18-hole golf course with pro shop, dining, and professional golf instructors located on
155 acres of airport property
Skydive Sebastian
Complete skydive facility including jump aircraft, equipment store, restaurant, and jump
training facilities
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Velocity. Inc.
Manufacturer of Velocity Aircraft
Composite Kit Aircraft Manufacturer
Sales of Velocity Aircraft Kits
Velocity Service Center
Velocity Flight Transition Training
R&
Holland-Sheltair
T-Hangars scheduled to be complete in December of 2003
Orange Peel Enterprises. Inc. dba Greens+
The 1993 Airport Master Plan called for the closing of runway 13-31 and the reopening of
runway 9-27 for the purpose of noise abatement with the goal of achieving compatibility
between the airport and neighboring community. This alternative was never enacted due to
cost constraints.
The closing of runway 13-31 and the reopening of runway 9-27 have now become very
attractive to the City of Sebastian for several reasons:
1) The approach end of runway 31 and the departure end of runway 13 necessitate low-
level flight over more densely populated residential areas of Sebastian. The
projected increase in aviation activities at the airport will have a negative effect on
the relationship between the airport and area residents. The closing of runway 13-31
and the opening of runway 9-27 will result in low-level aviation activities occurring
over more sparsely populated areas of the City.
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2) As identified in the 2002 Airport Master Plan Update, runway 13-31 is in need of
major repairs. There are cracks up to 1/2" wide observed on the surface, allowing
moisture to infiltrate into the substructure —further deteriorating the runway. Grass
is growing in the cracks adding to the perceptions of extensive deterioration.
Multiple depressed areas on the runway surface allow water to accumulate causing
hazardous conditions for aircraft. Therefore, runway 13-31 requires extensive
rehabilitation or reconstruction.
3) Again, as identified in the 2002 Airport Master Plan Update, the City of Sebastian is
approaching a point where little additional land is available within the City limits
(except on the airport property) for industrial development. By closing runway 13-
31 and reopening runway 9-27, an additional 100 acres would be available for
development for aviation and non -aviation industrial/commercial purposes.
4) The current condition of runway 9-27 is no better or worse than that the current
condition of 13-31; therefore, the cost to reopen and rehab 9-27 would be about the
same as to rehab runway 13-31. The new configuration would significantly simplify
the taxiway system, thereby lowering overall costs and aiding in noise abatement.
By closing runway 13-31 and reopening runway 9-27 the City of Sebastian has a total of
approximately 160 acres of developable land for mixed aviation and non -aviation use. The
City of Sebastian is planning to develop the160 acres providing roads, power, and whatever
necessary for potential tenants.
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Florida Power and Light does not provide three-phase power service to the airport property.
Currently, there is no City or County water or sewer service available to the airport. Water
is provided by wells on the airport property, and individual septic systems handle
wastewater. The City of Sebastian is currently bringing water to the west side of the airport,
water and sewer to the east side of the airport, and underground three-phase power service
to both the east and west sides of the airport.
Completion dates are anticipated to be about five to six months for water to the west side, 4
to 12 months for three-phase power available to the west side, and 8 to 12 months for water,
sewer, and three-phase power to the east side of the airport.
IV. City of Sebastian Objectives and Goals
One of the most significant elements of the marketing communications plan is the
establishment of objectives and goals. Again, it is important to make the distinction
between an objective and a goal. An objective is a broad aim or desirable end, which is
seldom achieved in its totality. A goal is an objective that has been made specific as to time
and degree resulting in the basis for measurement.
Objective
1. Secure substantive yet well -managed industrial and commercial growth on the
developable land at the Sebastian Municipal Airport by 2006.
Goals
1. Create X number of new'jobs directly related to the developable land at Sebastian
Municipal Airport by 2006.
2. Develop X number of acres of the developable land at Sebastian Municipal Airport by
2006.
3. Attract X number of business relocations, expansions, or start ups, measured by new
business licenses issued, to the developable land at Sebastian Municipal Airport by 2006.
4. Attract one ( 1) "World Class" FBO to Sebastian Municipal Airport by 2006.
5. Increase the total accessed value of the developable land at Sebastian Municipal Airport
by $X by 2006.
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V. Product Definition
Prior to the development of a marketing communications plan for the City of Sebastian and
the Sebastian Municipal Airport (Airport), one must have a clear understanding of what
precisely we are selling to our customer, and what the customer is purchasing when he or
she leases property on the Airport. When one refers to the customer, in this instance, we are
referring to a business relocating, expanding or starting a commercial operation.
Understanding that people don't buy actual things, people buy hopeful expectations -
solutions to problems. From the buyers view, a product is a cluster of value expectations.
Our customer is buying (leasing) a promise of satisfaction.
During the strategic planning session, the group was tasked to closely define the product
from the aspect of the seller and the buyer. What is the City of Sebastian actually selling
(leasing) to the customeribuyer and what is the customerlbuyer actually purchasing? The
group agreed on the following items from the viewpoint of the buyer and the seller.
Product Definition
With respect to the Sebastian Municipal Airport as a product, the group was tasked to
closely define the product from the aspect of the seller and the buyer.
What is Sebastian Selling?
1. Growth Opportunity
The City of Sebastian has undergone significant growth in the last ten years with
new businesses and residents relocating to the city. This above average growth
pattern is projected to continue in the foreseeable future. There is an opportunity for
businesses to "get in on the ground floor" and grow with the City. Reportedly, thirty
new houses are constructed each month in the City of Sebastian.
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2. Life Style
The City of Sebastian is located on a triangular section of land formed by the Indian
River Lagoon and the St. Sebastian River. The City maintains a flavor of old Florida
with a slightly slower and less hectic lifestyle than other Florida east coast areas
providing spectacular vistas to the east across Indian River Lagoon and to the north
and northwest across the St. Sebastian River.
3. Interstate Access
For a business, whether relocating, expanding or just starting operations, access to a
transportation network is essential for moving raw materials, finished goods and
accessing a qualified workforce. The City is adjacent to Interstate 95 providing
access to all points on the eastern seaboard from Miami to Maine and, on a more
local basis, providing access to commercial air, rail and sea transportation hubs.
4. Low Land Costs
The land offered for lease on the Sebastian Municipal Airport is considered to be
undervalued as compared to other leasable land in similar municipalities in the state.
The lease rate is approximately $.10 per square foot. This is considered to be a
significant benefit to attracting businesses to the area.
5. Business Friendly Local Government.
The City of Sebastian, along with the federal and state government, is investing a
significant amount of funds to redesign and improve the municipal airport. City
government is committed to making it as attractive as possible for a business to
relocate, expand or startup in the City of Sebastian by making the land area usable
and providing infrastructure like roads, sewer and water.
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6. Relocation Incentives
The City Management is considering several incentive packages to lure business to
Sebastian. These incentive packages may include some or all of the items listed
below:
• Up to 30-year lease term
• Competitive lease rates ($0.10/square foot/year) as compared to other,
similar local airports
• Deferred lease payment until Certificate of Occupancy
• Partnerships on available grant opportunities
• Utilities provided to property line
• City permitting fees waived
7. Available Land
After the completion of the short-term capital improvement program, there will be
approximately 160 acres of land available for lease. The land is expected to be
available in two parcels, a 17-acre parcel located in the southeast quadrant of the
airport property and a 143-acre parcel located in the northwest quadrant of the
airport. Planned capital improvements include access roads, water lines, sewer lines,
taxiways, parking for aircraft, aircraft hangars, runway rehabilitation, along with
airport management and support facilities.
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8. Workforce Available
The City of Sebastian is located at the northeast central portion of Indian River
County between Melbourne and Vero Beach. The City of Melbourne, Florida,
located approximately 20 miles north of Sebastian via I-95, has a number of high-
tech industries including Harris Corporation and Motorola. A few miles further
north on I-95 is the Cocoa/Titusville area known as the Space Coast —home of
NASA —and a number of aerospace support industries. Employees of these
companies are available to businesses locating at the Sebastian Municipal Airport.
Historically, workers employed in these areas are accustomed to commuting the
distances required to work at businesses located at the Sebastian Municipal Airport.
9. Educated/Trained Workforce
The geographical area of the state in which the City of Sebastian is located consists
of a number of high-tech industries including NASA and various aerospace industry
related businesses. This attracts a workforce with higher than average education and
technical skills to the vicinity.
10. Excellent School System
The City of Sebastian hosts six public schools —all part of the Indian River County
School District:
Pelican Island Elementary School
Grades: PK through 51h
Total Students: 736
Student/Teacher Ratio: 16.0
2003 Grade, School Accountability Report: A
2002 Grade, School Accountability Report: A
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Sebastian Elementary School
Grades: PK through 5
Total Students: 697
Student/Teacher Ratio: 16.2
2003 Grade, School Accountability Report: A
2002 Grade, School Accountability Report: B
Sebastian Junior High Charter* School
Grades: 6,7, 8
Total Students: 85
Student/Teacher Ratio: N/A
2003 Grade, School Accountability Report: C
2002 Grade, School Accountability Report: N/A
Sebastian River Middle School
Grades: 6,7,8
Total Students: 1,178
Student/Teacher Ratio: 21.8
2003 Grade, School Accountability Report: A
2002 Grade, School Accountability Report: B
Sebastian River Senior High School
Grades: 9, 10, 11, and 12
Total Students: 1,609
Student/Teacher Ratio: 21.2
2003 Grade, School Accountability Report: C
2002 Grade, School Accountability Report: C
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Wabasso School (Special Education School)
Grades: PK through 12
Total Students: 49
Student/Teacher Ratio: 4.9
2003 Grade, School Accountability Report: N/A
2002 Grade, School Accountability Report: N/A
* Charter Schools In Florida
Charter schools are public schools of choice. They are among the fastest growing school
choice options in Florida. Charter schools are largely free to innovate and often provide
more effective programs and choice to underserved groups of students.
From 1996 to 2002, Florida charter schools have grown from 5 to 222. The enrollment for
2002 surpasses the 50,000-student mark. Within the United States there are in excess of
2,000 charter schools with enrollment in excess of 500,000 students.
Charter schools are flexible and have freedom to set their own rules on such issues as
curriculum, teaching style, personnel, and discipline. Operated by parents, teachers,
administrators and concerned citizens, a charter school can offer a student -directed learning
environment or alternative programs that meet the needs of students.
Funding for charter schools comes from the state, with a portion of the money allotted per
student by the State Legislature and by the local district. Students must fulfill State
requirements and pass statewide exams, .however charter schools offer students higher
standards and more "hands-on" environment for teaching and learning.
11. Higher Education Opportunities - Academic and Trade
There are two 2-year—Indian River Community College and Brevard Community
College —one 4-year—Florida Institute of Technology —academic institutions in the
Sebastian area.
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Indian River Community College
Indian River Community College is part of the State University system. To earn a
Bachelor's degree locally, IRCC offers over 20 2+2 programs in conjunction with Florida
Atlantic University, Florida State University, University of Florida, Florida A&M
University, and Barry University. The 2+2 programs offered through IRCC and Florida
Atlantic University enable students to complete their four-year degree locally.
Those with a two-year degree from IRCC are guaranteed admission/transfer to a Florida
public university upon graduation. As the state -designated Vocational Technical Center,
IRCC offers training in Florida's fastest growing technical careers.
Main Campus
Ft. Pierce, FL
Indian River Community College's main campus is located in the coastal city of Fort Pierce
approximately 30 miles south of the City of Sebastian. The Main Campus offers programs
for university transfer, career training, professional and personal development, customized
business training and free Adult Education/GED preparation.
St. Lucie West Campus
Port St. Lucie, FL
Indian River Community College's St. Lucie West Campus is located in Port St. Lucie,
Florida, approximately 40 miles south of the City of Sebastian. Through Associate in
Science Degrees and Technical Certificates, students gain hands-on experience in golf
course maintenance and landscaping at the golf course lab at the St. Lucie West Campus.
A specialized program at the St. Lucie West Campus is the Surgical Technology program.
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This one-year technology program combines classroom and laboratory instruction with
clinical internships. Students gain hands-on experience in the field of surgical technology,
which includes the set up of surgical instruments and assisting the surgeon in surgery. Upon
successful completion of the program, students are prepared for employment as a surgical
technologist in a hospital operating room or outpatient surgical center.
Indian River Academy
Fort Pierce, FL
Indian River Community College's Indian River Academy, the College's public service
education center, is located near the Main Campus in Fort Pierce. The Academy is the
major training facility for public service and healthcare providers in the four -county area.
Associate in Arts and Associate in Science degrees & Technical Certificate programs are
offered in public service education career fields at Indian River Academy.
Mueller Campus
Vero Beach, FL
Indian River Community College's Mueller Campus is the educational hub for residents of
Vero Beach, Sebastian and Indian River County. The Mueller Campus offers a full
schedule of courses for the Associate in Arts Degree and an Associate of Science Degree.
Chastain Campus and IRCC Programs
Stuart, FL
The Indian River Community College Chastain Campus in Stuart provides a wide range of
educational opportunities. The Campus and other IRCC educational facilities in Martin
County serve thousands of students each year with university transfer programs, preparation
for in -demand careers, high-tech and computer training, customized business programs,
along with programs specific for professional and personal development.
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Dixon -Hendry Campus
Okeechobee, FL
The Indian River Community College Dixon -Hendry Campus provides a wide range of
educational opportunities to the residents of Okeechobee County offering both Associate of
Arts and Associate of Science degrees and the campus is a state -designated Vocational
Technical Center.
The Dixon -Hendry Campus serves as a hub for workforce development. Special programs
to meet the needs of Okeechobee businesses include degree and certificate programs for
child care professionals, nursing assistant programs in cooperation with Raulerson Hospital
and area health care facilities, commercial driver training at the Truck Driver Institute, and
environmental service/custodial training with local employers.
Brevard Community College
'Melbourne, FL
Brevard Community College is located approximately 30 minutes north of the City of
Sebastian and is easily accessible via I-95.
Brevard Community College enrollment is approximately 25,000 students. BCC employs
nearly 2,300 faculty and staff members at campuses located in the suburban municipalities
of Cocoa, Melbourne, Titusville and Palm Bay. BCC offers an aerospace program at the
Kennedy Space Center and an online Virtual Campus offering degrees on-line.
A 2+2 program between BCC and the University of Central Florida allows for seamless
transfer of credits from BCC's Associate's program to UCF's Baccalaureate programs.
BCC is accredited by the Commission on Colleges of the Southern Association of Colleges
to award the Associate in Arts, Associate in Science, and Associate in Applied Science
degrees.
In
Florida Institute of Technology
Melbourne, FL
Florida Institute of Technology is an accredited, coeducational, independent university
located in Melbourne, Florida and is the only independent, technological university in the
southeastern United States. FIT offers undergraduate programs in science, engineering,
science and math education, aeronautics, management, humanities, psychology, and
communications; master's programs in science, engineering, aeronautics, business,
psychology, communications, education (science, math, environmental and instructional
technology); and doctoral programs in science, engineering, psychology, and science and
math education.
What is the buyer purchasing?
1. Weather
The City of Sebastian is located approximately equidistance between Jacksonville and
Miami just north of Vero Beach and south of Melbourne. The City is six miles east of I-95
on the east coast of Florida or technically on the banks of the Indian River lagoon, part of
the Indian River. The barrier islands separating mainland Florida from the Atlantic Ocean
form the Indian River Lagoon and the Indian River. The coastal location and the prevailing
sea breeze significantly affect the climate of the area. Temperatures during the summer
months rarely reach 100 degrees Fahrenheit, with an average maximum temperature in the
summer months of 90 degrees Fahrenheit. The average temperature during the winter
months is slightly above 50 degrees Fahrenheit.
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2. Convenience
The City of Sebastian is located adjacent to I-95 connecting all points along the eastern
seaboard, thence connecting to the national interstate system. Approximately 30 minutes
north is Melbourne International Airport with regional scheduled commercial air service.
Sixty minutes north of the City is Orlando International Airport offering national and
international commercial scheduled air service.
3. Life Style
Life in the City of Sebastian affords a family or individual the best of Florida. Free from
urban sprawl and congestion, Sebastian offers the ideal setting for living life to its fullest.
Sebastian is a relaxed coastal city removed from the "hectic" lifestyle of other Florida
cities. Yet Sebastian is only 65 miles from the attractions and culture of the Central
Florida/Orlando area.
The 2,000-seat King Center for the Performing Arts offers nationally known performances
and cultural art events and, along with beaches and shopping, is located in Melbourne, FL,
approximately 30 minutes north of Sebastian.
Approximately 15 minutes to the south is the fast growing city of Vero Beach, Florida, with
beautiful beaches; a host of year-round outdoor activities; and cultural venues such as the
Riverside Theatre offering professional, regional theater, the Centre for the Arts featuring
exhibitions, educational programs and special events; and the Vero Beach Theatre Guild the
areas very own community theater.
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4. Low Crime Rates
For the year ending December 31, 2002, the overall crime rate in Florida dropped by 3.3%
or 5,389.4 offences per 100,000 population as compared to 5,579.9 offences per 100,000
population in 2001. This represents a 30-year low in Florida's crime rate and a 34.2% drop
in Florida's overall crime rate since 1993.
The overall crime rate in the City of Sebastian is reported to be 2,709 offences per 100,000
population as compared to Indian River County reporting 4,005 per 100,000 population
and, as stated above, the state of Florida reporting 5,389.4 cases per 100,000 population.
The number of specific crimes increased from 2001 to 2002 due primarily to an increase in
population. There were no murders reported in Sebastian in 2002, sexual assaults remained
unchanged from 2001 at 4, robberies increased by 17.4% from 46 in 2001 to 54 in 2002,
aggravated assault cases increased by 8 over 2001. Overall non-violent crimes increased by
9.5% from 2001 to 2002.
5. Lower Cost of Business
Lease rates for the land located on Sebastian Municipal Airport, estimated at $.10 per
square foot, are considerably less than other comparable areas in the state. The city tax
millage rate 4.5904 cents is considered very attractive to businesses.
6. Competitive Lease Rates - Airport
Lease rates are planned to be in the range of $.10 per square foot, lease terms of up to 30
years and deferred lease payments until the Certificate of Occupancy is awarded, making
the airport property very competitive when compared to other similar areas within the state
of Florida.
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7. Non -Union Work Force
Florida is a "right to work" state and the City of Sebastian and Indian River County are
basically nonunion areas.
8. "Sebastian"
The City of Sebastian can be considered to be one of the last "old Florida" cities. Its
location, wedged between the St. Sebastian River and the Indian River lagoon, is
considered a desirable area to live, work, and raise a family. On the surface, life seems to
move a little slower when compared to South Florida or the Central Florida/Orlando area.
The location and weather make the City an ideal area for companies relocating from
northern areas of the United States or from South Florida.
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VI. Product Distribution
In the case of the real estate lease opportunities available at the Sebastian Municipal
Airport, distribution is through contact with the City Manager, Terrence R. Moore.
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VII. Customer Identification —Target Audience
Customer identification was broken down into primary and secondary business and specific
targeting by geographic location. The group also identified specific industries to avoid.
Primary
1. Light Industrial
2. Clean Industrial
3. 50-100 Employees
4. 3-Acre Sites - 60,000 sq. ft.
5. Aviation
6. Marine
7. Surfing
8. Medical Industry
9. Aerospace Technology
10. Fishing Equipment Manufacturing
11. Eco Tourism Related Businesses
Secondary
1. Hospital/Medical
2. Retail
3. Aquaculture
4. Family Entertainment
5. Service Industry
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Geographic Location
1.
South Florida
2.
Northeast
3.
New England
4.
Mid Atlantic
5.
Brevard County
Industries to Avoid
1. Heavy Industrial/Manufacturing
2. Chemical
3. Fertilizer
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VIII. Competitive Analysis
Comparable Cities
Melbourne
Located on Florida's Space Coast, Melbourne is approximately 30 minutes north of the City
of Sebastian in Brevard County. Regional commercial air service is available at Melbourne
International airport. Melbourne and Florida's Space Coast is considered a "high-tech"
venue due to the presence of several major electronic manufacturers such as Motorola,
Rockwell Collins, Northrop Grumman Corporation, and Harris Corporation.
The city of Melbourne is approximately 35.4 square miles in size, with about 75% of that
land in use. The population is 72,806 (according to the University of Florida Bureau of
Economic and Business Research), and is growing by about 2% each year.
The City of Melbourne offers an Ad Valorem Tax Exemption to relocating or expanding
businesses.
Vero Beach
Vero Beach is located in southern Indian River County and is noted for its tourism, winter
residents, and retirees. Historically, Vero Beach has been synonymous with Indian River
County. However, within the last several years, the City of Sebastian has become very
aggressive with respect to attracting businesses. Competition within Indian River County
between the city of Vero Beach and the City of Sebastian can be anticipated. The City of
Sebastian has surpassed Vero Beach in population.
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Kissimmee
The city of Kissimmee is located in Osceola County approximately one hour northwest of
Sebastian and 30 minutes south of Orlando. The city is approximately 17 square miles and
the 2001 population is reported to be 49,600. The city's population has grown
approximately 600% in the past thirty years. The city of Kissimmee is one of the fastest
growing communities in Central Florida. The City has seen phenomenal growth in the areas
of business, industry, tourism, and its residential population. Over the past five to ten years,
the city of Kissimmee has become very aggressive in attracting businesses to the area.
Palm Bay
The city of Palm Bay, FL, is located on Florida's east coast in Brevard County just south of
Melbourne. The population is reported to be approximately 86,500. The city is actively
seeking commercial and industrial development to help balance the residential development
that has already occurred within the city. The city recently created a strategy to link high
tech industry job seekers with private sector employers within the city. The city's Web site
offers basic guidelines on local, state and federal requirements for starting up a business in
Florida.
Stuart, FL
The city of Stuart is located in the northern portion of Martin County approximately one
hour south of Sebastian. The population of the city is reported to be approximately 14,700.
Surrounding Counties
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St. Lucie County
St. Lucie County, Florida, is located to the south of and is contiguous with Indian River
County. The two major cities are Ft. Pierce and Port St. Lucie. The estimated 2002
population of the county is 200,340. St. Lucie County is very aggressive in its solicitation
of expanding or relocating businesses to the County. St. Lucie County's Web site includes
an extensive section targeting business relocations/expansions. The following is a quote
from the county's website:
"To assist a qualified expanding or relocating company, St. Lucie County has specific
economic development programming available for targeted industry sectors. In order to
ensure the industry base supports our citizenry and environment, St. Lucie County has
targeted the following industries:
Agriculture
Tourism and Recreation
Manufacturing and Light Industry"
St. Lucie County lists 14 industrial parks and industrial areas zoned for light and heavy
industry. The county offers a number of economic and financial incentives too numerous to
list —see appendix. St. Lucie County is also targeting the ecotourism industry.
IX. Strengths
Strengths and weaknesses (internal) of the product were discussed along with threats and
opportunities (external). A list of significant strengths, weaknesses, threats and
opportunities affecting the success of City of Sebastian's development plans for the
Sebastian Municipal Airport was compiled.
1) Quality of life
The "slower" less hectic life style makes it very attractive to business owners and to
employees locating to the Sebastian area.
2) Pro Business Development Community — Government
City government is very interested in attracting businesses to the City of Sebastian and
the Sebastian Municipal Airport. Although there are no specific relocation packages,
city government will work with businesses to make the move to Sebastian financially
attractive.
3) Competitive Lease Rates
The City has established very competitive lease rates for the property located on the
Sebastian Municipal Airport property.
4) Law/Competitive Tax Rates
The real estate tax rate is currently at a millage rate of 4.5904 and is considered very
competitive to similar offerings.
5) Potential for Public/Private Grants
There is an opportunity for businesses to partner with the City of Sebastian on certain
projects through the FAA, FDOT Aviation Division, and the Community
Redevelopment Agency.
29
6) Partnerships with Sebastian Community Redevelopment AgencylTax Increment
An opportunity offered by the City of Sebastian to partner with the City on specific
projects.
7) Financing
The City of Sebastian has several options for financing projects. For example, the new
City Hall was financed through revenue bonds. The City participates in the Community
Redevelopment Agency along with private/public partnerships.
8) Economic Stability - City of Sebastian
The City of Sebastian has retained the same tax millage rate of 4.5904 for the past three
years.
9) School System
There are six public schools within the City of Sebastian run by the Indian River
County School District, -consisting of two elementary schools for grades PK-5, a middle
school for grades 6-8, a Charter junior high school, and a high school for grades 9-12.
10) Educated Workforce
The City of Sebastian's workforce is not considered "high-tech" in the pure meaning of
the phrase, but it is considered educated. Approximately 90% of the population 25 years
and over are high school graduates or higher. Approximately 14 percent of the
population 25 years and over have earned a bachelor's degree or higher.
30
11) Higher Educational Opportunities
Indian River Community College has several campuses within 30 minutes of the City of
Sebastian and both Florida Institute of Technology and Srevard Community College are
located 30 minutes to the north in Melbourne, FL. Sixty minutes to the northeast (in
Orlando) there are numerous colleges and universities offering academic and trade
curriculum.
12) Grovvth Management
The City of Sebastian's Mission Statement specifically addresses growth management
and states in part; "Develop a Growth Management plan that recognizes the City's
current and future growth needs." The Growth Management Department is responsible
for ensuring compliance with the Mission Statement, and the Mission Statement states
in part; "Each Department of the City of Sebastian will develop and accept
responsibility for specific action steps designed to achieve its portion of the mission."
13) Available Workforce
The workforce in the City of Sebastian and vicinity, although not considered highly
educated, can be considered literate and available. The historical overall unemployment
rate for the area over the past ten years and the projected unemployment rate for the
next ten years is significantly greater than that of the state of Florida indicating that the
influx of residents to the area continues to outpace job creation.
14) Airport Improvement Plan
The City of Sebastian has an aggressive plan to revitalize the Sebastian Municipal
Airport making it very attractive for specific industries and/or businesses to locate on
Airport property.
15) Community Support
The City Council and the City Manager have the complete support of the local
community.
31
16) Weather
The coastal location and the prevailing sea breeze significantly affect the climate of the
area. Temperatures during the summer months rarely reach 100 degrees Fahrenheit,
with an average maximum temperature in the summer months of 90 degrees Fahrenheit.
The average temperature during the winter months is slightly above 50 degrees
Fahrenheit.
17) Water Recreation
Residents enjoy direct access to the Indian River Lagoon, the Indian River, St.
Sebastian River, and the Atlantic Ocean providing fishing, diving, and sailing activities
The first designated wildlife sanctuary, Pelican Island, is located in the Indian River
Lagoon offering sanctuary to numerous species of Florida birds.
18) Access To 1-95
Six miles to the east of Sebastian is I-95, connecting the City of Sebastian to the rest of
the United States through the interstate systems and providing access to regional and
national/international scheduled air service in Melbourne and Orlando, respectively.
19) No City Impact Fees
The City of Sebastian levies no impact fees for businesses locating to the City.
32
X. Weaknesses
1. No Formal Tax Incentive offered to businesses to relocate to Sebastian
The City has considered the following incentives:
• Up to 30-year lease term
• Very competitive lease rates
• Deferred lease payment until Certificate of Occupancy
• Partnerships on available grant opportunities
• Landlord provides all utilities to property line
• City permitting fees waived
2. Lack of High Technology Workers/Low Level Workforce
The local workforce is considered to have low -tech skills; however, a high-tech
workforce is available 30 minutes north in Melbourne, FL.
3. No Deep Water Port
The closest commercial port is the Port of Palm Beach, in Rivera Beach, FL,
approximately 2 hours south of the City of Sebastian.
The Port of Palm Beach is the fourth busiest container port in Florida and the
eighteenth busiest in the continental United States. In addition to intermodal
capacity, the port is a major nodal point for the shipment of bulk sugar,
molasses, cement, utility fuels, water, produce and breakbulk items.
33
Vessel entrance is through an inlet channel 300 feet wide with no aerial obstructions
leading into Lake Worth. Berthing is a short 20 minutes from first seabuoy to
anchorage with operating drafts of minus 32 feet mean low water (MLW). The
largest vessels capable of through -putting via the port's "dog leg" channel are those
up to 700 feet length overall. A swing (turning) basin measuring 1,100 feet by 1,400
feet provides a safety margin for cruise and cargo vessels at minus 32 feet MLW
draft.
The port has three slips, four marginal wharves and two ro/ro ramps for a total of
5,200 linear feet of berthing space.
The Florida East Coast Railway Company (FEC) services the docks and piers
through the port's industrial rail switching operations.
A Foreign Trade Zone (FTZ #135) has been in operations since 1987. It
encompasses several port and private sector sites. There is one privately -owned
general purpose warehouse in Boca Raton, four privately -owned warehouse sites in
Martin County (near Stewart International Airport), the Port of Palm Beach Cold
Storage terminal, and one 18,000 sq. ft. warehouse with five adjacent unimproved
acres is located at the Port Executive Plaza.
4. Currently Substandard Airport Facilities
Significant upgrades to the airport facilities are scheduled to be completed by
August 2004.
5. No Rail Access
FEC railway does not provide passenger or cargo services to the City of Sebastian.
The closest rail access points are Cocoa, Ft Pierce, and West Palm Beach, FL.
W
Cocoa; FL
FEC Railway's City Point facility serves a major local aggregate distribution center.
This facility handles shipments of aggregates from South Florida along with boxcar
traffic and wood products, and serves as a bulk unloading facility for tank cars of
com syrup.
Bulk Transfer Services
Full Service Reload/Transload Center
Boxcar and Center -Beam Flatcar Unloading
Inside & Outside Storage
Trucking Throughout the State of Florida
Centrally Located on I-95 and the Bee Line Expressway (State Road 528)
Access to Temperature and Humidity Controlled Storage Buildings
Hydraulic Cranes, Forklifts with Capability up to 60,000 lbs.
Commodities
Wallboard
Lumber
Roofing Products
Steel Beam & Rebar
River Rock in Bags in Boxcars
Scrap Paper
General Commodities
Bulk Commodities
Fort Pierce, FL
At Fort Pierce, the FEC has a large switching operation and an interchange point
with South Central Florida Express, a shortline railroad, shipping mainly sugar
products across the state. An aggregates distribution facility is also located here.
35
Bulk Transfer Services
Boxcar and Center -Beam Flatcar Unloading
Inside & Outside Storage
Trucking Throughout the State of Florida (Flatbed or Van)
Centrally Located on 1-95 '& Florida Turnpike
Ground Space Available for Short-term'Storage
Commodities
Lumber
Wallboard
Steel
Roofing Products
Bricks & Pavers
General Commodities
West Palm Beach, FL
FEC Railway's West Palm Beach yard serves the Port Palm Beach and includes an
aggregates distribution facility.
The Florida East Coast Railway Company (FEC) services the docks and piers
through the Port of Palm Beach's industrial rail switching operations. The Port of
Palm Beach is the only port facility in South Florida operating a rail system with
pier -side box, hopper and intermodal cars operating 24 hours a day. Located on Port
property are six miles of trackage for intermodal transfers and handling.
6. Limited Industrial Land
The City of Sebastian has limited industrial land for development. The 160 acres on
the Sebastian Municipal Airport represents the largest tract available.
36
7. Perceived Lack of Infrastructure
The perceived lack of infrastructure relates to the Sebastian Municipal Airport
regarding services available to tenants. This perception will be alleviated once the
airport renovations are completed.
8. Lack of Awareness
Due primarily to the absence of marketing, there is currently a lack of awareness
with regards to opportunities available to industrial and commercial business within
the City of Sebastian and the Sebastian Municipal Airport.
9. No Instrument Approaches to Airport
Precision and non -precision instrument approaches to airports allow commercial
and business aircraft to terminate at a specific airport when the airport is
experiencing instrument metrological condition. The absence of instrument
approaches greatly limits the commercial and business traffic at Sebastian
Municipal Airport.
10. 4000' Runways
Runway lengths, widths and pavement strength limit the types of aircraft that can
safely utilize the airport. After completion of the airport development plan, the
Sebastian Municipal Airport will remain limited to operations of "small aircraft with
10 passenger seats or less." The runway pavement strengths exclude commercial
charter and jet operations.
37
11. No Scheduled Commercial Air Service
Currently, Sebastian Municipal Airport offers no scheduled commercial air service.
The closest regional scheduled commercial air service is at Melbourne International
Airport approximately 30 minutes north of Sebastian and the closest national and
international scheduled air service is located at Orlando International Airport
approximately one hour northwest of Sebastian.
12. No Downtown Business District
The City of Sebastian does not have a traditional "downtown" business district;
however, the Riverfront area (US-1 and Indian River Drive) is reported to be
evolving into the City's main business district. Through public -private partnerships,
the Riverfront area and other areas of the City are undergoing commercial
development.
13. Major Access Roads through Residential Areas
The major access road from I-95 into the City of Sebastian is CR 512, which
terminates at the Riverfront business district. Branching off from CR 512 is CR 510.
CR 510 proceeds east just south of the City terminating in Wabasso just south of the
City and CR 505. CR505 runs north along the western edge of the City and the
Airport terminating in Roseland, FL, just north of the City. Both CR 505 and CR
512 pass through residential areas.
79M
XI. Threats
1. Economy
The health and vitality of the overall economy directly affects the success of the
marketing effort to lease the Airport's property. As the economy continues to
strengthen, business relocation activities and inquiries will naturally increase. A
continued sluggish economy will slow relocation activities.
2. Local Community
Local residents appear to be extremely vocal about changes to the area. There is
some concern that the local residents may resent certain types of businesses locating
to the City for a number of reasons including the "not in my backyard" syndrome
along with the resistance to growth and change. A concern is the primary road
system that runs through residential areas of Sebastian. These roads would be the
primary means for ingress and egress for industry located at the Airport.
3. Change of Life in Sebastian
Historically, individuals and families moved to the City of Sebastian for the "old
Florida" atmosphere. The growth and changes to the area have already engendered
negative feedback from segments of the community. The inevitable growth of the
Sebastian area and the addition of businesses and industry to the airport will
certainly have —to a degree —a negative affect on the perceived way of life in
Sebastian.
4. Global Affairs
The sluggish economy and the threat of renewed terrorist strikes have a significant
short-term impact on the success of the Sebastian Municipal Airport strategic
marketing communications plan in the sense of the length of time it will take to
achieve the stated goals for leasing the property. Long-term however, this should
not be an issue. The property location and infrastructure is ideal for locating targeted
businesses and industry to the area.
mJ
5. Competitive Response
Historically, the City of Sebastian has been silent with respect to marketing to
business and industry for commercial relocations. As soon as Sebastian begins to
market the Airport, one should expect an increase in marketing efforts from
competitive cities like Vero Beach, Palm Bay, Stuart, Melbourne, Kissimmee and
surrounding counties including Sebastian's own Indian River County.
.M
XH. Opportunities
1. Growth
The City of Sebastian is poised for growth. A business locating to Sebastian will be
in on the "ground floor" with respect to growing with the City. The annual growth
rate in Indian River County is projected to be 1.9 % versus the State of Florida
annual growth rate projection of 1.6%. The City of Sebastian is growing at the rate
of approximately 30 new houses per month.
2. Grant Opportunities
There are grant opportunities available through the FAA and the Florida Department
of Transportation Aviation Division. A new tenant, Holland/Sheltair has recently
begun taking advantage of the grant opportunities through FDOT Aviation Division.
3. Ecotourism Growth
Travel behavior has changed, and according to experts, people are more interested
in historical, cultural and nature -related experiences.
Ecotourism is not just a marketing catch -phrase. It is a term used to describe ethical
tourism that focuses on appreciation and preservation of a specific area's flora,
fauna, ecosystems and culture.
The basic idea behind ecotourism is that visitors to an area can contribute to the
environment and support the people who live in that environment. If the local
people can make a living from ecotourism, then there is less need for more
industrial /commercial industries in that location.
41
Groups embracing ecotourism are growing at an astonishing rate, and the financial
impact of these environmentally conscious groups is gaining momentum. A group
known as LOHAS, Lifestyles of Health and Sustainability, is responsible for a
$226.8 billion United States marketplace for goods and services that appeals to
consumers who value health, the environment, social justice, personal development
and sustainable living.
Pelican Island, the St. Sebastian River, and the Indian River Lagoon are excellent
attributes for promoting ecotourism.
4. Recent National Exposure -Pelican Island
In March 2003 the City of Sebastian received national exposure with the 1001h
Anniversary of the country's first wildlife refuge, Pelican Island. The opportunity
exists to continue to build awareness about the City of Sebastian using the
established awareness of Pelican Island.
5. Waterfront Community
The City of Sebastian is located on the banks of the Indian River Lagoon to the east
and the St. Sebastian River to the north and northwest. The Indian River Lagoon is
protected by a string of barrier islands, but there is direct access to the Atlantic
Ocean through the Sebastian Inlet. A myriad of activities are available from sport
fishing, sailing, bird watching to water sports. The location of Sebastian is a definite
draw to business owners and employees considering locating to the Sebastian
Municipal Airport.
6. Unique Community
In one of the fastest growing states in the country, the City of Sebastian is definitely
unique. Sebastian is a city that managed to hold on to the slower pace and relaxed
atmosphere that one would expect from a Florida coastal city of the past. Even with
its proximity to I-95 and US-1, Sebastian has retained its small town character and
charm of a waterfront community.
42
7. Positive Growth/Change In General Aviation
Prior to September 11, 2001, the general aviation (GA) industry was experiencing a
slow but steady increase in sales and pilots trained. Despite the recent sluggish
economy and 9/11, the GA industry remains viable. There are a number of
innovative GA programs on the drawing board. One such program is the Small
Aircraft Transportation System Program (SATS'). The SATS program is designed
to incorporate all federal airports, which includes Sebastian Municipal Airport, in an
innovative transportation system.
The vision for SATS is to provide the nation with an alternative to existing road and
airline choices for travel. The SATS technologies enable entrepreneurs in the
transportation industry to create access to more destinations in less transit time.
More than 98 percent of the U.S. population currently lives within a 30-minute drive
of over 5,000 public -use landing facilities. This infrastructure is an untapped
national resource for national mobility. As a result, NASA has set the goal of
"reducing public travel times by half in 10 years and two-thirds in 25 years.".
Furthermore, this travel alternative must be cost -competitive with existing choices
and meet the public expectations for safety and accessibility.
The early consumers of SATS would have access to fractional or air -taxi -like
systems with hired pilot operations. SATS technology development is intended to
enable affordability of on -demand services to even the smallest of markets.
Scheduled services may also appear in more dense transportation markets as
entrepreneurs discover effective ways to meet market demands.
NASA envisions that the SATS technologies will enable an advanced generation of
"smart" aircraft and "smart airports." These technologies will be designed to enable
access to virtually any runway end or helipad in the nation in aircraft that have jet
performance at propeller -like prices.
Small Aircraft Transportation System (SATS). See http://sats.nasa.crov/.
43
The SATS program is just one vision that has the potential to revitalize the
country's general aviation airports and promote the growth of general aviation.
U
XIII. Unique Selling Proposition
A product of the marketing communications plan development is the unique selling
proposition (USP). The USP is the one element that is unique to the City of Sebastian
and Sebastian Municipal Airport that will position it over the competition.
1. Small Town Flavor
2. Potential Growth
3. Well Managed Growth
4. Natural Bounty
5. Small Town Environment
6. Unique/Preserved
7. Location
Unique Selling Proposition
"Sebastian"
45
XIV. Strategic and Tactical Plan Development
Marketing
Element Action
Advertising Branding Campaign
Promotion Fly ins
Direct Mail Campaign
Sales Materials
Point of Purchase -Trade Shows
-Fly ins
-Chamber of Commerce Relocation
Guide
Sebastian Municipal Airport
Product Design Renovation
Sheltair T Hangars
New Airport Administration Building
N BAA `04, `05, `06
AOPA Expo `04, `05, `06
Personal Selling CoreNet '05
Fly ins
Web Site �
Packaging Branding Campaign
Airport Renovation
New Administration Building
Price -Value
iPublic Relations
Branding Campaign
Outsourced ongoing public
relations efforts.
Strategy No. 1
Stratea%
Develop a comprehensive. strategic marketing communications plan.
Whv did you choose this strategv?
A comprehensive marketing communications plan will assist in the economic development of the
City of Sebastian and provide the framework for effectively marketing the City of Sebastian and
the developable land at the Sebastian Municipal Airport to the target market. An initial strategic
planning session will provide an opportunity for the responsible parties to agree on the specifics
of the product, commercial/industrial land located in the City of Sebastian, and to develop a
strategy for marketing the product to the target audiences resulting in the development of the
marketing communications plan.
How long will it take you to imvlement or achieve this stratea\,?
Strategy implementation is approximately 60 days.
Did you consider other alternative strategies? Yes No X Please elaborate.
Moving forward without the comprehensive strategic plan would not be prudent.
How is the strategv suoaortive of and consistent with the overall goals and objectives?
The strategy is designed to help achieve each of the goals and objectives stated in the strategic
planning session.
City of Sebastian, Florida
2003 Marketing Communications Plan
Strategy No,
Strategy
Develop a comprehensive strategic marketing communications plan.
Action Step Implementation
Schedule
Action Steps Start
Conduct a strategic planning ses- 7/03
sion with the City of Sebastian
senior management and
Patterson/Bach Communications,
Inc.
Finish
Discussion relative to short-term perform -
Action Step Responsible ance results (i.e., most likely areas of impact
Implementation person such as Web;site visits, etc.)
Cost
7/03 Provides information for the development
of a comprehensive, competitive market-
ing communications plan.
Strategy No. 2
Strateev
Position the City of Sebastian as "What Florida is Supposed to be." Live, work and raise your
family in the "last," "real" Florida town.
Whv did you choose this strateav?
The City of Sebastian is a late entrant into a very active and aggressive economic development
market. Florida cities, to varying degrees, are actively engaged, and have been for some time, in
attracting business and industry.
How long will it take you to implement or achieve this strateav?
Approximately 12 to 18 months to reach a sustainable level of awareness and comprehension of
the City of Sebastian and the opportunities located at the airport.
Did you consider other alternative strategies? Yes X No Please elaborate.
To cut through the clutter associated with the marketing and branding efforts of other Florida
cities, counties, and economic development regions, the City of Sebastian has to develop a
distinct image or brand with which to communicate its message.
How is the strateav suvportive of and consistent with the overall Qoals and objectives?
The strategy is designed to help achieve each of the goals and objectives identified in the
strategic planning session.
City of Sebastian, Florida
2003 Marketing Communications Plan
Strategy No. 2
Strategy
Position The City of Sebastian as "What Florida is Supposed to be." Live, work and raise your family in the "last," "real" Florida town.
Action Step Implementation
Discussion relative to short-term perform -
Schedule Action Step
Responsible ante results (i.e., most likely areas of impact
Action Steps
Implementation
Person such as Web site visits, etc.)
Start Finish Cost
Develop a marketing communica-
1/04 3/04
Will provide a communications platform to
tions campaign to build awareness
compete with competitive cities and regions.
of the City of Sebastian.
Implement a media campaign to
5/04 12/06
Will increase awareness and comprehension
of the City of Sebastian resulting in inquiries,
reach the target markets.
Web site visits or telephone contacts, pro-
viding follow-up opportunities.
Develop materials for point of pur-
1/04 3/04
Provides pertinent information to businesses
chase to be used at Fly -ins, trade
in the expansion or relocation process that
shows, and one-on-one sales.
is too lengthy to be included in the initial
mass communications to the target markets.
Provides in-depth information to potential
In conjunction with the Sebastian
businesses on the Sebastian River Area and
River Area Chamber of
1/04 3/03
the City of Sebastian. Provides a means for
Commerce and local businesses
the Chamber and local businesses to partici-
in the area, develop a official relo-
pate in the economic development process.
cation guide.
Retool and update the City of
11/03 2/04
Call to action will direct prospects to the
Sebastian's Web site targeting
Web site. The Web site will provide current,
companies considering relocation
in-depth information and visuals and provide
and relocation consultants.
the means to advance the prospect to the
next step in the purchase process -- an on -
site visit.
Strategy No. 3
Strategv
For the purpose of economic development, build awareness, comprehension of and preference
for relocation and expansion opportunities in the City of Sebastian within the
relocation/expansion consultant industry and the relocation/expansion and site selection media
community.
Whv did you choose this strates!v?
The City of Sebastian is competing with well -established national and regional campaigns
promoting areas in Florida and Georgia for relocation and expansion. These competitive markets
are investing significant resources to create and maintain top -of -mind awareness, not only with
target businesses but with the professional relocation/expansion industry as well.
How long will it take you to implement or achieve this strateav?
Approximately 18 to 24 months to reach a sustainable level.
Did you consider other alternative strategies? Yes X No Please
elaborate.
Members of the relocation/expansion site selection industry and media must be
constantly informed of opportunities available and the benefits of locating a business in the City
of Sebastian. If a process to begin building awareness and comprehension of the City of
Sebastian is not initiated, then the goals as stated will not be achieved.
How is the strategy supportive of and consistent with the overall coals and objectives?
The strategy is designed to help achieve each of the goals and objectives stated in the strategic
plan.
City of Sebastian, Florida
2003 Marketing Communications Plan
Strategy No. 3
Strategy
Build awareness, comprehension of and preference for the relocation and expansion opportunities at the Sebastian Municipal Airport within he
relocation/expansion consultant industry and the relocation/expansion and site selection media communiDiscussion relative to short-term perform
Action Step implementation
Schedule Action Step Responsible ance results (i.e., most likely areas of impact
Implementation Person such Web site visits, etc.)
Action Steps Start Finish Cost
Retain the services of a public 8/03
relations/marketing communica-
tions firm.
j 2/06 Consistently provide in depth information
to expansion and. relocation industry and
the business press with the goal of build-
ing awareness and comprehension of
the opportunities associated with the
City of Sebastian and the Sebastian
Municipal Airport among the targeted
decision -makers and influencers.
Strategy No. 4
Strategv
Direct market the relocation/expansion opportunities in the City of Sebastian at the Sebastian
Municipal Airport to aircraft owners that own a business in Miami -Dade, Broward, and Palm
Beach counties through a highly targeted sales campaign.
Whv did you choose this strateav?
To successfully compete in the extremely competitive economic development genre, the City of
Sebastian has to implement a business -to -business sales campaign targeting select companies.
The high cost of living and the fast paced and crowded nature of south Florida creates a natural
desire for a business to migrate to a less costly region providing a more desirable lifestyle for
management and personnel.
Direct business -to -business selling provides the opportunity to target businesses that would be a
prime tenant of the City of Sebastian at the Sebastian Municipal Airport.
How long will it take vou.to implement or achieve this strate2v?
Approximately three to four months.
Did you consider other alternative strategies? Yes_X No Please
elaborate.
Relying on mass marketing was considered however a direct mail campaign targeting aircraft
owners in south Florida that own a business is an effective and efficient means to get the
message to an audience with a propensity to relocate.
How is the strateav suaaortive of and consistent with the overall Roals and obiectives?
The strategy is designed to help achieve each of the goals and objectives stated in the strategic
plan.
City of Sebastian, Florida
2003 Marketing Communications Plan
Strategy No. 4
Strategy
Direct market the relocation/expansion opportunities
at the Sebastian Municipal Airport to aircraft owners that own a businesses in Miami -Dade, Broward, and Palm
Beach counties through a highly targeted sales
campaign.
Action Step Implementation
Schedule
Action Step Responsible Discussion relative to short-term
p performance results (i.e., most likely areas of
Action Steps
Start Finish
Implementation
Cost Person impact such as Web site visits, etc.)
Develop a target list of
5/04 5/04
A direct sales campaign targeting identi-
companies based on predeter-
fied companies, will provide an effective
mined criteria.
and efficient means to communicate the
opportunities available in the City of
Sebastian and at the Sebastian
Develop a series of direct market-
5/04 6/04
Municipal Airport to individual decision
ing tools to mail to the target list of
makers that have a willingness to seri-
companies located in the tri-coun-
ously consider relocating his or her busi-
ty area of South Florida.
ness.
Mail the direct marketing element
8/04 9/04
to the target businesses.
Strategy No. 5
Strategv
Develop:a promotional campaign to provide prospects with an opportunity to experience the City
of Sebastian and the improvements at the Sebastian Municipal Airport and the features and
benefits of locating a business in the City of Sebastian.
Whv did you choose this strateev?
The City has to be able to provide a prospect with an opportunity to experience the Sebastian
area and the Sebastian Municipal Airport. There is no effective means to promote the Sebastian
area and the Airport to a prospect due to the uniqueness of the product. A prospect has to either
tour the City and the Airport in person or be provided with an electronic tour.
How lone will it take you to implement or achieve this strate2v?
Ongoing.
Did you consider other alternative strateLTies? Yes No X Please elaborate.
Promotions are a primary element of the marketing process and cannot be overlooked.
How is the strateQv su000rtive of and consistent with the overall Lyoals and objectives?
The strategy is designed to help achieve each of the goals and objectives stated in the strategic
plan.
City of Sebastian, Florida
2003 Marketing Communications Plan
Strategy No. 5
Strategy
Develop a promotional campaign to provide prospects with an opportunity to experience the Sebastian Municipal Airport and the features and benefits of locating a bus
Hess at the airport.
Action Step Implementation Discussion relative to short-term
Schedule Action Step Responsible performance results
Action Steps Implementation Person (i.e., most likely areas of impact such as
Start Finish Cost Web site visits, etc.)
Initiate monthly fly -ins for pilots at 9/04
the airport.
12/06 Provides pilots with an opportunity to
see the changes and resulting opportu-
nities available in the City of Sebastian
and at the Sebastian Municipal Airport.
Attend selected trade shows 1 /04 12/06 Provides an opportunity for one-on-one
including aviation, eco tourism, sales to target industry representatives.
fishing and water recreation
shows.
Strategy No. 6
Strategv
Partner with the Sebastian River Area Chamber of Commerce to promote the City of Sebastian
and the Sebastian River area capitalizing on the synergy of the combined strengths of the City
and the Chamber.
Whv did you choose this strate2v?
The City of Sebastian and the Sebastian River Area of Chamber of Commerce each have limited
financial resources earmarked to attract business and industry to the City of Sebastian and the
Sebastian River area. By combining its resources with the City of Sebastian, the Sebastian River
Area Chamber of Commerce will be able to achieve its goals sooner and/or with less financial
resources.
How lone will it take you to implement or achieve this strate2v?
Strategy implementation is approximately 60 days.
Did you consider other alternative strate«ies? Yes X No Please elaborate.
By not partnering with the Chamber, the City loses the opportunity to enhance its marketing
efforts.
How is the stratepv supportive of and consistent with the overall Lyoals and objectives?
The strategy is designed to help achieve each of the goals and objectives stated in the strategic
plan.
City of Sebastian, Florida
2003 Marketing Communications Plan
Strategy No. 6
Strategy
Partner with the Sebastian River Area Chamber of Commerce to promote the City of Sebastian and the Sebastian River area, capitalizing on the synergy of the
combined strengths of the City and the Cr amber.
Action Step Implementation
Schedule
Action Steps Start
Redesign the Sebastian River 5/04
Area Chamber directory as a relo-
cation guide and sales element.
Finish
Discussion relative to short-term
Action Step Responsible performance results
Implementation Person (i.e., most likely areas of impact such as
Cost Web site visits, etc.)
7/04 By converting the Chamber directory to
a relocation guide, the City and the
Chamber have a comprehensive tool to
market the City of Sebastian along with
the Sebastian River area.
City of Sebastian
Time Line
2003
8/03 9103 10/03 .11I03
4103 I I I
1 /03 2/03 3/03 5/03 6/03 7103 � I j
= I I I I Conduct Marcom Marcom Develop & Begin
Strategic Plan Plan Implement Retooling
Planning Development Complete 1 st Strategies Year
o Stiteb
Session
12103
I A.-
City of Sebastian
Time Line
2004
4/04 5/04
1/04 2/04
Sites,
I i
plants,
& Parks
Begin
Expansion
Develop-
Management
ment of
Communi-
Site Selection
cation
Materials
Develop
Set Trade
Direct Mail
Show
List
Design and
Schedule
produce
Direct Mail
Element
11104 12104
9J04 i 0/04
� •.-
g/04
7/04
I
I Evaluate
6/04 I I
l
Begin Fly
progress
To Date
Area
Plants, Sites, ment
Develop
In Promo -
Area & Parks
Development
tions at
Airport
Expansion AOPA Pilot
Management
Site Selection Direct Mail
AOPA Pilot to South
Florida
Drops
Begin
Redevelop-
ment of
SRACC
Relocation
Guide
City of Sebastian
Time Line
2005
1 /05 2105 3/05 4/05 5/05 6/05 7/05 8/05 9/05 10/05 11 /05 12//05 '
= i I I I I I I
I I I
XV. Media Plan--2004
Plants, Sites, & Parks
Bi Monthly
1/4p, B/W
2 x's, May, Jul
$4,150
Area Development
Monthly
1/4p, B/W
2 x's, Jun, Aug
$3,870
Expansion Management
Monthly
1/4p, B/W
2 x's, May, Jul
$3,670
Site Selection
Bi Monthly
1/3p, B/W
3 x's, May, Jul
$4,624
AOPA Pilot
Monthly
1/3p, B/W
2 x's, Jul, Aug
$8,940
47
Client: Sebastian Municipal Airport PA'TTERSON/EACH Dater September 2003
clan:mainicatic,ns. [aac. page: 1 OF
Market: Sebastian, FL
JAN. FEB. MAR. APR. MAY JUN. JUL. AUG. SEP. OCT. NOV. DEC.
2004 2004 2004 2004 2004 2004 2004 2004 2004 2004 2004 2004 ESTIMATED
29 5 1219 26 2 9 16 23 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 190126 2 9 16 23 30 6 132C 27 4 11 18 25 1 8 15 22 29 6 13 20 27
TOTAL
Plants, Sites, & Pks X X $4,150
Area Development
Expansion Mat
Site Selection
AOPA
ESTIMATED
MONTHLY COST
X
K
X
X
X
X
X X
$3.870
$3,670
$4,624
$8,940
$25,254
XVI. Research
In order to develop a creative approach, it is recommended that focus group research be
conducted with area businesses with an emphasis on real estate agents. The research will
help develop the messaging required to market the City of Sebastian and the Sebastian
Municipal Airport.
XVII. Public Relations Plan
Innovative public relations strategies are key components of successful integrated MAR-
COM programs. There is a direct correlation between the effectiveness of the public
relations strategies and the success of meeting and exceeding objectives and goals.
Because public relation strategies are inherently designed to create an advantageous and
long-lasting impression with target external audiences, they also inadvertently serve to
sway the mindset of the internal organization and prompt the stakeholders to "buy into" the
desirability and advantages of the City. This charming representation becomes one of the
benefits of living and doing business there, and the advantages are exaggerated
exponentially.
This public relations campaign is designed to produce measurable changes in people's
attitudes, top -of -mind awareness, and even preference. As marketing/communication
influences mind -share, it sets the stage for increasing market share.
Public Relations
Patterson/Bach will execute a public relations strategy for the City of Sebastian by
disseminating key messages to the identified target audiences. The campaign will be multi-
faceted and based on the pre -determined goals and objectives contained herein. The public
relations audience will include but will not be limited to all prospective industry leaders,
business owners, and key players in the aviation field as well as other fields that will aid in
the economic growth of Sebastian.
Media Relations
For media relations, the agency researches, develops and coordinates story placement with
appropriate outlets, editors, and influentials with proactive editorial pitching to local,
regional and national media, as well as industry trade media. Patterson/Bach works with the
various media on an ongoing basis to take advantage of any special/beneficial
programming, promotional activities or feature stories pertinent to the City of Sebastian,
and in particular, the airport's activities and events. We continually review and/or seek out
additional public relations opportunities.
Community Relations
The agency can coordinate the detailed process of planning and executing public events,
promotions and sponsorships. Patterson/Bach recommends creating a plan for each event,
which details all steps needed to bring the event together in terms of objective, budget,
theme, promotion, collateral materials, staffing and support.
Internal Relations
The agency will provide on -going direction for City employees by creating and maintaining
secondary public relations operations that serve to foster and facilitate the goals and overall
objective for their respective Departments and the City. For this component, the internal
stakeholders will become ambassadors of the strategic plan.
50
RECOMMENDATIONS:
Public Relations
The agency will create all press documentation, including press releases, feature articles
and case studies; prepare and distribute press kits and all press material to key media and
influentials; and build strategies and manage community relations' campaigns.
The agency will coordinate tours of the City Sebastian to prospective industry leaders,
business owners, and other VIPs as well as produce publications and materials to be
distributed to such groups as needed to reiterate the strategies outlined by this plan.
Media Relations
The agency will identify and communicate specific stories to targeted media to ensure
continued press coverage and continued positive discussion about the features and benefits
of the City of Sebastian. In the course of the continued barrage of press releases, interviews,
and media kits, Patterson/Bach will further enhance the image conveyed by distilling
important messages down to two or three things that the City would want people to readily
remember.
Patterson/Bach will develop and nurture relationships with the local media, including one-
on-one meetings, if needed; to roll out a new service or event offered by the City. The
agency will encourage the media to attend demonstrations, City functions, and community
events. Also, Patterson/Bach will work with internal staff to include the strategic plan in
daily activities that the local media can exploit and then take to the national level.
Patterson/Bach will use creative approaches to hook City of Sebastian qualities and/or
services to current industry trends. For example, strategic messages about the Sebastian
Airport will be tailored to fit the overall landscape of the aviation industry, and media
attention will be focused on highlighting those specific qualities.
51
Community Relations
In the course of executing an orchestrated public relations campaign, the community will
not only be a beneficiary but also a vital tool for attracting new business. Patterson/Bach
realizes the need for large and small-scale events that will enhance the public's perception
of the community, the media's perception of the community and potentially the new
customers' perception. Many underestimate the importance of flawless event planning.
Just as the public can be swayed to "buy into" a concept or idea, a poorly planned
community event will serve exactly the opposite outcome. Patterson/Bach's experience in
community relations will ensure that events, promotions, and sponsorships convey only
top-notch, highly professional affairs that will lead to an increased demand for City
sponsored events and anticipation for the next City function.
Internal Relations
Plans will introduce employees to more customer service oriented approaches when dealing
with residents, businesses and prospective residents and businesses. Newly created
brochures, annual reports, and other publications will reeducate long-time residents about
the advantages and benefits of living and doing business in the City, and offer current
Sebastian businesses the opportunity for joint public relations operations.
52
XVIII. Web Strategy
Overall Web Recommendations
One of the most important components -of the overall marketing plan will be the City's Web
site. This will be the first impression business owners will have of your community and the
opportunities you offer a relocating business. Organizations, including municipalities, are
judged by their Web sites. Our recommendation is to re -design the existing Web site with
updated technology, a user-friendly navigation, resourceful content and creative
messaging/design that more accurately tells the story of the City of Sebastian.
We use the following guidelines to determine when a Web site is in need of a makeover.
We have found that all ten apply to www.citvofsebastian.com.
The site constantly needs updating.
It's overloaded and difficult to navigate.
It seems cluttered with too many banners and links.
It's not meeting expectations in terms of new and repeat visitors.
There are potential new uses for the site.
The City can benefit from new streamlined technology to improve efficiency and save time
and money.
The original site was built around the internal needs of the City instead of the needs of the
user.
You're launching a new product/service or campaign and expect increased traffic to your
site.
It has not been recently optimized for search engine placement with meta tags and strategic
keyword placement.
The look or design of the site is not consistent with your other marketing materials.
53
Online Marketing
Search Engine Optimization
Search engines are invaluable tools for reaching your target market and, therefore, should
play a critical role in your long-term marketing and advertising strategies. Search engine
optimization (SEO) is the process of submission, registration, positioning, monitoring and
maintenance. It involves much more than submitting your Web site to search engines one
time.
SEO is done during the process of re -designing a Web site. This is because search engines
base their rankings on many factors including content and technology. And, because they
frequently change their submission requirements, it requires continual monitoring and
submission.
Search engine success depends upon the following mix:
Before the site is launched:
Creating relevant content.
Strategically place keywords in content.
Include META tags, which provide a title, description and keywords for search engines.
Include SEO tags (HTML) to take advantage of the search engines' reliance of the contents
of these tags.
After the site is launched:
Submit! Most traffic comes from the top ten to fifteen major search engines —each having
different submission requirements.
Search engines are increasingly relying on a new measurement called link popularity to
help identify the most relevant web pages.
On-going/monthly position monitoring and re -submission of the Web site to ensure
"survival" in search engines' databases.
M
Overture/Bidding on Relevant Keywords
OvertureTM generates high -quality search results by enabling advertisers to bid for
placement based on relevant keywords. This allows businesses to reach potential customers
at the very time they are searching for products and services. These results appear at the top
of major search engines (Yahoo! MSN, Lycos, Altavista, Netscape) as sponsored matches.
How It Works
We bid on a relevant keyword for each click through. For example, the City may place a
bid that it will pay .20 cents per click through for "business relocation." The higher the bid,
the higher the site appears in the OvertureTM search results (the sponsor match). "Premium
Listings," the top three OvertureTM results, provides exposure to 85% of all active Internet
users by listing your site on leading search engines.
Following is a list of top (relevant) keyword searches in June 2003:
Keywords Number of Searches
Business relocation 1,389
Sebastian Florida 3,353
Vero Beach 8,266
One item to note is that www.verobeach.com comes up as the sponsored match when using
the keywords "Sebastian Florida." Pinellas County (www.siliconbay.org) is currently the
sponsored match when using the keywords "Business Relocation Florida."
55
XIX. Creative Approach
The creative approach will be developed after the completion of the focus group research.
The creative will reinforce the appropriate themes outlined in the City of Sebastian
Comprehensive Plan.
56
XX. Appendix
57
Appendix A.
Airport Schematics
Current Airfield Configuration
Re -opening of Runway 9-27 Configuration
Airport Layout Plan
NORTH
QUADRANT
•,;^\\ `.
( Jw O
\ d
A NORTH �'.• \ •'•,` � ' '
C.INFIELD
AREA
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IlQFIELD / ,
FACII= LEGEND-
1 iAEROTRACE
\
2 SKY DIVE SEBASTIAN . - -
3 SEBASTIAN AFRO SERVICES
4 T VELOCITY AIRCRAFT
5 VELOCITY AIRCRAFP
6 , PRIVATE HANGAR
1_S AVIATION
8 _1 GOLF COURSE MAINTENANCE
.9. GOLF COURSE.CLUE HOUSE.
10 ELECTRICAL VAULT
RUNWAY DATA
RU"AY 4-22
I LENGTH-4,024'. WIDTH-100'
� EAST'. _ .
QUADRANT.-
RUNWAY 13-31
1 LENGTH WIDTIi=150'
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• ���=M� • EXHIBIT 23
Appendix S.
St. Lucie County Location Incentives and Inducements
ST. LUCIE COUNTY INCENTIVES AND INDUCEMENT
St. Lucie County Economic Development
Job Growth Investment Grant (JGIG) Program
Ad Valorem Tax Incentive
Sales Tax Exemption on New Equipment
Sale Tax Exemption on Electricity
Industrial Development Revenue Bonds (IDRBs)
Workforce Development
Indian River Community College
Workforce Development Board
One -Stop Career Centers
Enterprise Zone
City of Fort Pierce - Community Development Department
Foreign Trade Zone # 218
St. Lucie County Airport - 1,078 acres
Kings Highway Industrial Park - 102 acres
St. Lucie West Commerce Park - 408 acres
Utilities
Fort Pierce Utilities Authority
Florida Power & Light Co.
St. Lucie West Utilities
Port St. Lucie Utilities
St. Lucie County Utilities
South Florida Water Management District
Industrial Parks
Airport Industrial Park
Fort Pierce Business Park
Crossroads Park of Commerce
Kings Highway Industrial Park
01
Port St. Lucie Industrial Park
Reserve Commerce Centre
St. Lucie Business Park
St. Lucie West Commerce Park
STATE OF FLORIDA INCEN TIVES AND INDUCEMENTS
Incentives
Tax Advantages
Qualified Targeted Industry Tax Refund (QTI) Program
Quick Response Training (QRT) Program
Sales and Use Tax Exemptions
High Impact Performance Incentive (HIPI)
Silicon Technology Sales and Use Tax Refund
Financial Incentives
Enterprise Bond Program
Capital Access Plus Program
Enterprise Florida Capital Development
Venture Capital Network Development
Florida Development Finance Corporation (FDFC)
Private Activity Bonds
Certified Development Corporations
Florida First Capital Finance Corporation
Florida Export Finance Corporation
Shared Foreign Sales Corporation
Florida Economic Development Transportation Fund
Environmental Permit Streamlining
Minority Economic and Business Development - Black Business Investment Fund
Community Development Corporation Support and Assistance Program
Workforce Development
Workforce Development Programming
Quick Response Training
Occupational Forecasting Conference
Performance Based Incentive Funding (PBIF) Program
Seaport Employment Training Grant Program
University and Vocational Systems
Florida Centers of Emphasis
Florida Engineering Education Delivery System (FEEDS)
Florida Occupation Information System (FLOIS)
Job Service of Florida
High Tech Research and Development
Enterprise Florida Technology Development Corporation
Innovation and Commercialization Centers
Florida Manufacturing Technology Centers
Space Related Technology
Spaceport Florida Authority
Southern Technology Applications Center (STAC)
3
ST. LUCIE COUNTY ECONONIIC DEVELOPMENT
Job Growth Investment Grant (JGIG) Program
St. Lucie County will assist companies with expansion or relocation expenses through its Job Growth
Investment Grant. The County. Commission may issue grants ranging from $1,000 to as much as
$2,000 per job for companies locating or expanding in the county. A minimum of 5 new jobs must be
created at an average county wage.
Property Tax (Ad Valorem) Exemption
St. Lucie County offers ad valorem tax incentives to industry on improvements a business makes to its
property, such as a new building, along with equipment it buys as part of relocating or expanding. The
tax exemption is also available to existing businesses which fit the criteria for expansion. The
exemption can be granted for up to ten years depending on the number of jobs created. A new
business is defined as one that creates a least 10 manufacturing jobs or creates 25 jobs in a business
(non -manufacturing) that has more than 50% of its sales outside the State of Florida. The category
also covers a new Florida corporation with 50 or more full-time employees or any business located in
an economically depressed area (Enterprise Zone). The City of Port St. Lucie also has a tax exemption
program. This would exempt the millage collected by the City of Port St. Lucie by companies locating
or expanding within the city limits and can be coupled with the county tax exemption. School taxes
and other special district tax millage must still be paid.
Sales Tax Exemption On New Equipment
New manufacturing companies and existing manufacturers who establish a new product line
or expand into a new facility at a different location, are considered a new manufacturer and are eligible
for a total sales tax exemption on equipment purchases. Existing companies who cannot comply, as a
new company would have to pay the first $50,000 in taxes, then be exempt on taxes due above the
amount. WAGES Registry with the Florida Department of Labor is necessary.
Sales Tax Exemption On Electricity
Charges for electricity used directly and exclusively at a fixed location to operate machinery and
equipment that is used to manufacture, process, compound, or produce items of tangible personal
property for sale, or to operate pollution control equipment, recycling equipment, maintenance
equipment, or monitoring or control equipment used in such operations, are exempt from sales tax
under certain conditions. WAGES Registry with the Florida Department of Labor is necessary.
Industrial Development Revenue Bonds (IDRBs)
Industrial development revenue bonds are securities issued by St. Lucie County for the purpose of
financing capital facilities for use by private business and industry. IDRBs are considered a special
obligation of a local government and, providing the industrial development meets all qualifying
conditions, the interest on the bonds are not subject to federal income tax. IDRB financing is often
comparable to ordinary note and mortgage financing in that a private lender (the bond purchaser)
agrees to lend funds to a private company by buying the bonds. The capital projects that the lender's
funds are used to finance are mortgaged to secure repayment of the loan.
WORKFORCE DEVELOPMENT
■ Indian River Community College
On -Site Customized Training - IRCC works one on one with businesses to develop, implement
and customize on site training programs tailored to fit the specific needs of your industry and your
employees; including employee screening and pre -training; literacy in the workplace; technical
training specialties; computer training specialties and manufacturing technologies training.
■ Workforce Development Board
The Workforce Development Board of the Treasure Coast recently embarked on a five-year plan
to implement the State of Florida's Workforce Investment Act.
The vision of the Workforce Development Board of the Treasure Coast is to improve the
community by providing a productive workforce and expanding economic opportunities the meet
employers' and job seekers' needs and enhance the development of our region.
The mission of the board is to build an integrated workforce development system for job seekers
and employers by analyzing labor market needs. Effectively and efficiently coordinating the
delivery of resources, programs and services, and evaluating the results for accountability.
The Workforce Development Board is located at 9350 South U.S. 1, Village Green Business and
Retail Center, Port St. Lucie, FL. 34952 (561-335-3030).
■ One Stop Career Center
There are six One -Stop Career Centers strategically located throughout the Treasure Coast (four
county) area.
One Stop Centers assist with job information, job development, assisted job search, job listings,
job referrals, job placement, employment counseling, job referrals, labor market information, mass
recruiting services and employer marketing.
n
ENTERPRISE ZONE
Fort Pierce offers incentives to companies that locate in its Enterprise Zone. Credits include: sales tax
credit for job creation, corporate income tax credit for job creation, sales tax refund on building
materials, sales tax refund for business equipment and machinery, and property tax credit.
FOREIGN TRADE ZONE #218
(See flyer at the end of this document)
Locations - St. Lucie International Airport -1,063 acres
Kings Highway Industrial Park -102 acres
St. Lucie West Commerce Park- 408 acres
Crossroads Park of Commerce - 15 acres
INIM(II),111-131
STATE OF LORIDA'S INCENTIVES AND INDUCEMENTS
Existing, expanding and prospective businesses all benefit from the strong inventory of incentives and
inducements, as well as the industry friendly environment that facilitates the development and
maturation of enterprises supporting Florida's citizens and communities. The following summary of
Florida's advantages, incentives and opportunities offers rock -solid reasons why Florida is rated as one
of the world's premier locations for many of the world's best performing companies.
TAX ADVANTAGES:
Florida's generous tax structure provides businesses with a climate that promotes growth, specifically
with:
❑ 5.5% corporate income tax rate for C-corporations
❑ First $5,000 of taxable income is exempt
❑ No corporate income tax on subchapter S-corporations or limited partnerships
❑ No property tax on business inventories
❑ No state personal income tax guaranteed by constitutional provision
❑ No property tax on goods -in -transit for up to 180 days
❑ No corporate franchise tax on capital stock
❑ No state -level property tax; property taxes are only assessed at the county level (Exemptions
may be granted locally to new and expanding businesses for up to 10 years)
❑ No sales and use tax on goods manufactured or produced in the state for export outside the
state
❑ No sales tax on purchases of raw materials incorporated in a final product for resale, including
non -reusable containers or packaging
❑ No sales or use tax on boiler fuels
❑ No sales or use tax on co -generation of electricity
Qualified Targeted Industry (QTI) Tax Refund Program
This program provides an inducement for targeted industries to locate new facilities in Florida or to
expand existing facilities. The program provides tax refunds of $3,000 per new job created. The
incentive is increased to $6,000 per job if the company locates in a rural county or an Enterprise Zone.
Higher awards are available to companies paying very high wages. To qualify for the QTI program a
company must create at least 10 new jobs (or a 10% increase for expanding Florida companies), pay an
average of at least 115% of area wages, have a significant positive impact on the community and have
local support.
If approved the applicant may receive refunds on the taxes it pays. This includes corporate income,
sales, ad valorem, intangible personal property, insurance premium, and certain other taxes. There is a
cap of $5 million per single qualified applicant in all years, and not more than 25 percent of the total
refund approved may be taken in any single fiscal year.
6
Quick Response Training Program (QRT)
A customer driven training program designed as an inducement to secure new value added businesses
to Florida as well as provide existing businesses the necessary training programs for expansion. The
grant is available to design training programs that are not available through existing providers. Training
services can be provided through Florida's community colleges, school districts, area vocational
technical centers, state universities and, when approved licensed and certified post -secondary private
institutions.
Training is limited to 18 months or less. Training can be conducted at the business= own facility, at
the training providers facility or at a combination of sites that meets the needs of the business. Jobs
created must pay at least 115% of the industry's local area wage. Training grants are limited to $1,200
per job created.
Sales and Use Tax Exemptions
Sales and use tax exemptions are used for the purchase of machinery and equipment used by a new or
expanding business to manufacture, produce, or process tangible personal property for sale. For an
existing Florida manufacturer wanting to expand, a $50,000 cap on sales tax liability is imposed for the
purchase of machinery and equipment that will increase production by at least 10 percent.
Sales and use tax exemptions exist for the following categories: aircraft modification, maintenance and
repair; commercial space activity; launch vehicles, payloads and fuel, and machinery and equipment for
production of items used exclusively at Spaceport Florida; labor component of research and
development expenditures.
Also, sales and use tax exemptions are available for the entertainment industry (motion picture,
television and recording production) and electricity used in the manufacturing process.
Pollution control equipment is assessed at salvage value rather than fair market value for property
taxes. Sale of farm equipment is taxed at only three percent. Foreign source dividends are deleted
from the corporate income tax base. Certain international financial transactions are exempt from the
documentary stamp tax. International bank transactions are not subject to the intangible personal
property tax.
High Impact Performance Incentive (HIPI)
This incentive provides grants to pre -approved applicants in certain high -impact sectors currently
defined silicon technology and transportation equipment manufacturing. Eligible businesses must
create at least 100 new jobs and make a cumulative investment in the state of at least $100 million, and
if a research and development facility, create at least 75 jobs and invest at least $75 million within a
three year period.
10
Silicon Technology Sales and Use Tax Refund
This incentive provides a refund on sales and use taxes paid by eligible silicon technology based
industry on transactions involving manufacturing or research equipment. To receive the refund,
Enterprise Florida and the Governor's Office of Tourism, Trade and Economic Development
(OTTED) must first certify businesses.
11
FINANCIAL INCENTIVES
Enterprise Bond Program
The Enterprise Bond Program is a composite tax-exempt bond program providing a cost-effective
means for qualified manufacturers, processors and non-profit organizations to access public and
private bond markets, particularly for small fixed asset investment projects with limited access to those
markets. The program offers low cost (as low as 30% below prime rate) fixed and variable rate
financing through composite bond issues. Project cost range between $500,000 and $2 million.
Capital Access Plus (CAP+) Program
The CAP+ program is designed to increase the availability of financing for manufacturers and
technology oriented research and development companies. Companies with fewer than 100 employees
may apply. The program is designed to be flexible and loans may be used for many purposes, including
inventory, equipment, fixed assets, working capital or lines of credit. A limit of $250,000 is set as the
maximum amount eligible for enrollment in the program, however a lender may also utilize the
program to enroll a portion of a larger loan.
Enterprise Florida Capital Development
Through referrals or direct program management Enterprise Florida Capital Development provides
Florida's high growth businesses access to debt financing and venture capital resources to ensure that
these businesses have access to capital to finance their growth. The goal is to develop Florida's
financial infrastructure to eliminate gaps in the marketplace and to deliver products in a seamless
fashion via partnerships with Florida's economic development organizations.
Venture Capital Network Development
Enterprise Florida Capital Development supports and participates in the activities of Florida's venture
and entrepreneurship networking and support organizations, both public and private. Through regional
venture networking organizations and the Florida Venture Finance Directory, entrepreneurs can have
access to investors who are interested in investing in Florida companies.
Florida Development Finance Corporation (FDFC)
FDFC is the financing authority created by the State of Florida to issue enterprise bonds, and industrial
revenue bonds, statewide.
Private Activity Bonds
Manufacturing Facility Bond Pool of at least $90 million is available specifically for financing
manufacturing projects. First Florida Business Bond Allocation Pool reserves 20% of Florida's total
annual allocation for large industrial projects that make a significant contribution to the Florida
economy.
12
Certified Development Corporations
Certified development corporations are regional companies that provide financing through Small
Business Administration 504 loans, micro -lending programs and other programs.
Florida First Capital Finance Corporation (FFCFC)
FFCFC is a state supported Certified Development Corporation that provides eligible small businesses
with long term fixed asset financing through the Small Business Administration 504 Loan program and
their loan programs: Florida Recycling Loan Program and Florida Energy Loan Program.
Florida Export Finance Corporation
This program assists Florida companies with the export of goods and services. It provides
information, technical and consulting assistance, as well as direct loans and loan guarantees.
Shared Foreign Sales Corporation
The Shared Foreign Sales Corporation aids smaller firms in taking advantage of federal and state tax
exclusions developed as export incentives. Depending on a firm's profit margin, the income exemption
can allow for a tax savings of 15 to 30 percent.
Florida Economic Development Transportation Fund
This fund provides up to $2 million for building/ improving public transportation facilities. Financing is
provided to local governments on behalf of an eligible company considering expansion or location in
the area.
Environmental Permit Streamlining
This inducement consolidates permit activity, provides a statewide definition of wetlands, and
establishes regional mitigation areas and new rules to increase government efficiency.
Minority Economic and Business Development
The Minority Economic and Business Development inducement aims to strengthen the state's
minority business and economic development effort.
Florida BIack Business Investment Corporations meet the financing needs of new and expanding
black business enterprises by helping them obtain loans.
Community Development Corporation Support and Assistance Program
The program provides funds to local communities, which in turn, make loans to businesses for
establishment of new business, assistance to existing businesses, or to purchase equity interests in
13
business.
14
WORKFORCE DEVELOPMENT
Workforce Development Programming
Florida is a right to work state by constitutional provision - one of only seven states that require a
public referendum before this provision can be changed.
Florida provides strong workforce training and inducement programs to prepare its labor force for
industry and support business growth.
The Workforce Development Board (f.1ca. Jobs and Education Partnership) is responsible for
coordinating and evaluation job training, adult education, vocational education, employment placement
and other workforce programs administered by various state and local agencies. The board administers
Florida's customized training program (QRT) and serves as Florida's Human Resource Investment
Council, which is responsible for administering federal job training programs funded under the federal
Job Training Partnership Act. Regional Workforce Development Boards operate under charters
approved by the Workforce Development Board. The regional boards have primary responsibility for
welfare -related job training and employer incentives.
Quick Response Training Program provides rapid, effective start-up training tailored to benefit new
or existing/ expanding companies that are creating new high -quality jobs and producing an exportable
good or service. Enterprise Florida's Jobs and Education Partnership administer the program, in
cooperation with a local training provider.
The Occupational Forecasting Conference is conducted annually to identify high skills/ high wage
occupations. The 1998 conference targeted jobs that demonstrate high growth and job openings and
pay an average wage of $9 per hour. The conference also identified high growth jobs that pay an
average wage of $7.50 for the welfare to work initiative.
Performance Based Incentive Funding (PBIF) Program endeavors to stimulate high -wage
employment by providing vocational education programs with fiscal rewards for achieving certain
outcomes. PBIF allows post secondary vocational programs offered by Florida school districts or
community colleges to earn fiscal rewards when students are trained and placed in targeted occupations
identified by the Occupational Forecast Committee.
Seaport Employment Training Grant Program funds job skills training program (instructors,
equipment for training, etc.) that are intended to improve the movement of cargo or passengers in
commerce and trade.
15
UNIVERSITY AND VOCATIONAL SYSTEMS:
Florida offers one of the nation's leading state university systems with ten separate state universities
and a dozen additional branch campuses and more than 70 private institutions contribute to the
educational climate in Florida.
Vocational -technical programs designed to meet specific industry requirements -lasers, robotics,
simulation, computers, and others are offered at the state's 35 plus vocational -technical centers and 28
public community colleges.
Florida Centers of Emphasis supply skilled employees for high technology industries through an
industry based partnership program. This consortium of award -winning Centers of Electronic
Emphasis and Centers of Automotive/ Autotronics Emphasis is conducted through selected vocational
schools and community colleges.
Florida Engineering Education Delivery Systems (FEEDS) serves as a technology -based link
between university campuses and place -bound engineers, delivering graduate level engineering
education through electronic media
The following programs provide demographics, statistics, and other information regarding the
state's available labor force.
Florida Occupation Information Systems (FLOIS) provides computerized occupational supply
and demand, and occupation characteristics data at state and local levels.
Job Service of Florida assists employers in employee recruitment, screening and placement.
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HIGH-TECH RESEARCH AND DEVELOPMENT
Florida companies thrive in a progressive technology development and research environment - an
atmosphere stimulated by the following programs:
Enterprise Florida Technology Development Corporation aims to improve competitiveness of
Florida's technology -driven industries, increase creation of technology -based companies, expand
development and use of technology, and provide direct problem -solving assistance.
Innovation and Commercialization Centers (ICCs) provide services and assistance designed to
increase the rate at which technologies with commercial applications reach the marketplace and add
value to the Florida economy. Consulting assistance is available through six regional ICC locations.
(Examples of services: company start-up assistance; technology evaluation; market research; financial
expertise/ advice; business plans; sales strategies; and networking events).
Florida Manufacturing Technology Centers provide complete manufacturing extension services
and direct assistance to Florida manufacturers on a statewide basis. (Examples of services: on -site
problem solving of all types at your facility, plant layout, quality assurance, information systems, market
development, environmental assistance, access to workforce training and capital services.)
SPACE -RELATED TECHNOLOGY
Spaceport Florida Authority promotes space -related education and research through statewide
projects, ranging from telecommunications research at the Space Communications Technology Center
(SCTC) to university involvement in Space Shuttle experimentation.
Southern Technology Applications Center (STAG) provides on-line research and technology
transfer services, specializing in transfer and commercialization of technology generated by NASA,
other federal laboratories and university researchers.
• Nine university -affiliated research parks in which firms may build facilities to access
university resources and expertise including state of the art equipment, laboratories,
libraries and facilities in specialized fields.
• Over 370 specialized institutes and centers throughout the State University System
available for research, service and instructional activities.
• U.S. Patent Depository libraries in Fort Lauderdale, Tampa, Orlando and Miami.
• A statewide technology infrastructure which includes: Institute for Bimolecular Science at
the University of South Florida (USF), Solid and Hazardous Waste Management Center at
University of Florida (UF), Center for Electro Optics and Lasers at University of Central
Florida (UCF), and many others.
• World -class research facilities including: FSU's National High Magnetic Field Laboratory,
UF's National Institutes of Health Cancer Center, and FSU's Supercomputer
Computations Research Institute.
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TRANSPORTATION
Florida companies are moving forward with access to an extensive transportation grid, which provides
efficient and economical movement of goods and people.
■ Four major U.S. interstate highways provide direct access to major regional and national
markets
■ Lower transportation rates result from back haul advantage
■ Thirteen freight railroads provide a variety of services, including piggyback facilities that are
available statewide
■ Twenty commercial airports, 14 of which offer international service
■ Sixteen ports (14 deep -water and 2 inland barge) along Florida's coastline
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