In late April, Johnson County economic development and business support organization Greater Iowa City, Inc. rolled out a focused survey to gauge how the region’s business community views today’s economic environment – and to test the pulse on which Greater IC programs and communications are hitting the mark.
Promoted via the organization’s newsletter and select social channels, the survey netted 58 responses, revealing both pressing challenges and clear opportunities for adjustment, the organization stated in a post on its website.
Financial investors made up the bulk of respondents (64%), and the mix of industries represented spanned technology, finance, nonprofit, professional services and government – while 33% of respondents operate enterprises with fewer than 10 employees.
Front-runners: market growth and customer acquisition
When respondents were asked to identify their most urgent challenge, more than a quarter (28%) cited market growth and customer acquisition. Access to capital, workforce recruitment and retention, and navigating regulations or policies each garnered 14% of the vote. On the support side, networking (18%), enhanced market visibility (17%), and workforce recruitment and retention topped the list of what local businesses need most right now.
Greater IC’s recent rebrand and expanded mission appear to be resonating: 97% of survey participants say they are at least somewhat familiar with the organization, and 83% have engaged in a Greater IC program, event, or initiative over the past year.
“While feedback was largely positive and affirming our current path, several members emphasized the importance of increased, targeted communications and a sharper focus for the scope of our work,” the post stated. “One respondent noted that joining new, larger groups can feel intimidating and encouraged more intentional outreach to newcomers. This is a great reminder that inclusion isn’t just a principle, but a practice that we will continue to work on.”
Program awareness and opportunities for growth
Drilling down into program recognition, the Business Resource Center and ribbon cuttings topped the business-support roster; city lunch connections, ambassadors and award ceremony A Toast to Business led the way in the Community Engagement or Recognition category; innovation councils and Strategic Investment Districts led the strategic-initiatives category; and leadership programs and the Childcare Solutions/Wage Enhancement initiative headed talent-and-workforce offerings. By contrast, referral groups and the data digest registered the lowest familiarity scores.
“This survey is one tool among many to keep us listening, learning, and aligning our work with the needs of the greater Iowa City area,” Greater IC stated. “It reinforces the strategic direction we’ve charted and reminds us that our greatest strength is the community we convene.”
