Small Towns: The Heartbeat of America

Small Towns: The Heartbeat of America

While big cities typically steal the spotlight, there’s a quiet magic to small towns, especially those sprinkled across the golden plains of Iowa. These communities are more than just places on a map; they’re vibrant locations where everyone plays a role. Here’s why small towns, like those in Iowa, are the unsung heroes of American life.

The Power of Neighbors Helping Neighbors:

In small towns, volunteers are the foundation. From coaches cheering on little league teams to helping hands at a local church or food pantry, these acts of kindness keep communities running. Residents come together for park clean-up days, ensuring beautiful green spaces for everyone to enjoy. This kind of hands-on involvement fosters a sense of shared responsibility and pride in where you live.

Local Businesses: The Pillars of Community

Small-town businesses are more than just storefronts; they’re community partners. By financially supporting local organizations and initiatives, they ensure there are engaging activities for all ages. This creates a sense of belonging and provides essential services for residents. Think movie nights in the park sponsored by the local bank, or art supplies for the school funded by the hardware store. It’s this kind of local investment that keeps the heart of the community beating.

Looking Out for Each Other: A Tight-Knit Community

Small towns offer a unique sense of community. Neighbors know each other, and when someone is facing adversity, the whole town rallies. A casserole appears on the doorstep for a family going through a health crisis, or a fundraiser is organized to help someone experiencing financial hardship. This genuine concern for one another strengthens the social fabric and creates a safety net for those in need.

Wearing Many Hats: A Diverse Range of Activities

One of the hidden advantages of small towns is the sheer variety of activities available. Students and adults alike can be involved in a multitude of organizations. From sports leagues and theater productions to historical societies and book clubs, there’s something for everyone. This allows individuals to explore their interests, develop new skills, and connect with others who share their passions.

In a world that often feels impersonal, small towns offer a refreshing alternative. They’re a testament to the power of community, where neighbors become friends, and everyone contributes to a shared sense of well-being. So next time you drive through a charming Iowa town, take a moment to appreciate the small-town spirit that makes these places so special.

Why We Created ‘Evolution of the Heartland’

While the magic of small towns is undeniable to those who experience it firsthand, capturing that essence and conveying it to outsiders can be a challenge. That’s why we created ‘Evolution of the Heartland’. We know there’s a misconception that there’s “nothing to do” in small towns. Evolution of the Heartland aims to disprove that stereotype by showcasing the unique assets that set these communities apart.

Here’s what makes small towns in Iowa, and the Evolution of the Heartland initiative, so special:

  • Experiences You Can’t Find Anywhere Else: Evolution of the Heartland isn’t about cookie-cutter experiences you can find anywhere. It’s about immersing yourself in the unique character of each community. Imagine touring a cutting-edge agricultural operation, and then sampling delicious local cuisine made with farm-to-table ingredients. Or picture yourself volunteering alongside friendly residents at a community park clean-up day, followed by an evening stroll through a community farmer’s market that features many locally-owned businesses. These are the kinds of authentic experiences offered by Evolution of the Heartland.
  • A Celebration of Innovation and Entrepreneurship: Small towns in Iowa aren’t stuck in the past. Evolution of the Heartland highlights the dynamism and innovation happening in these communities. From sustainable farming practices to thriving small businesses, there’s a spirit of progress that fuels the local economy and creates a vibrant environment.
  • Strong Agricultural Roots, High Quality of Life: The rich agricultural heritage of Iowa is a cornerstone of its small towns. Evolution of the Heartland connects you to these roots, showcasing the dedication to producing high-quality food, fuel, and fiber, while fostering a strong sense of community. The focus on quality of life and the pursuit of a balanced and healthy lifestyle is often envied by city dwellers.

Evolution of the Heartland goes beyond showcasing attractions; it’s about capturing the essence of small-town life. It’s about the feeling of belonging, the chance to get involved, and the opportunity to experience a unique way of life. If you’re curious to discover the heartland’s hidden potential, head to https://www.evolutionoftheheartland.com/ and see for yourself why small towns in Iowa are anything but ordinary.

Maximizing Sales: Understanding the Customer Journey

When it comes to business, success hinges on more than just having a great product or service. Understanding where your customers and prospects stand in the sales pipeline and tailoring your marketing efforts accordingly is crucial for sustainable growth. Today we dive into why this understanding is essential for business and explore a few effective strategies for each stage of the sales pipeline.

Awareness

At this stage, potential customers may not even realize they have a problem that your product or service can solve. Marketing efforts should focus on raising brand awareness and capturing attention. Examples include:

  • Social media advertising campaigns to reach a broader audience.
  • Content marketing through blogs, videos, or infographics to educate and engage.

Knowledge

Once aware, customers seek information to understand their options better. Provide valuable content to educate them about your offerings. Strategies could include:

  • Hosting webinars or workshops to showcase expertise and product features.
  • Creating detailed product guides or comparison sheets to assist in decision-making.

Consideration

Prospects are weighing their options and comparing different solutions. It’s essential to stand out and showcase the unique value your business provides. Examples of targeted marketing efforts include:

  • Offering free trials or demos to allow prospects to experience the product firsthand.
  • Sending personalized email campaigns with case studies or testimonials highlighting success stories.

Selection

At this critical juncture, prospects are ready to make a decision and purchase. Ensure your marketing efforts reinforce confidence in choosing your product or service. Strategies may involve:

  • Providing limited-time discounts or exclusive offers to incentivize purchase.
  • Offering flexible payment options or guarantees to reduce perceived risk.

Loyalty

After the sale, focus shifts to retaining customers and fostering loyalty. Engage with them to encourage repeat business and advocacy. Effective strategies include:

  • Implementing a customer loyalty program with rewards or discounts for repeat purchases.
  • Sending personalized thank-you emails or follow-up surveys to gather feedback and show appreciation.

Advocacy

Satisfied customers can become your brand ambassadors, driving new business through referrals and positive reviews. Nurture these relationships to harness their advocacy. Tactics could include:

  • Encouraging user-generated content through social media contests or hashtags.
  • Implementing a referral program offering rewards for successful referrals.

Understanding where your customers and prospects are in the sales pipeline empowers you to tailor your marketing efforts effectively. While social media can be an easy way to engage people inexpensively, it might not be hitting your customers in the most effective way. By developing a targeted marketing plan aligned with each stage of the customer journey, you can maximize engagement, conversions, and long-term success for your business.

 

Business Plans: What’s the RIGHT way to do it

business plan

We have worked with many entrepreneurs who have fantastic ideas and truly want to solve a problem or pursue an opportunity in the marketplace, but many people get stuck when it’s time to create and follow a dreaded business plan! Why can’t we just create a product or service and just start doing business? Well…the answer is…you can.  You don’t have to have a written business plan to be successful, but it sure helps if you want your business to succeed long term and beyond your initial ownership.

I can tell you that by getting it down on paper (computer, napkin, legal pad, notes app on your phone, anywhere) it holds you more accountable and allows you to track progress year over year. For some, that business plan might be in your head, but I encourage you to write it down, no matter how simple it might be at first.

The Bureau of Labor Statistics reports that approximately 20% of new businesses fail during the first two years of being open, 45% during the first five years, and 65% during the first ten years. Only a mere 25% of new businesses make it to 15 years or more. So, what is it about these businesses that set them apart from the others?

I believe it’s about having a vision, setting a plan with goals, checking in frequently on that plan, and making difficult decisions to pivot when goals aren’t being met.

Where We Started

I’m only in year seven of my business, but here’s what I’ve seen and experienced.  If you don’t begin somewhere, you may never get off the starting line!

When I first started my business plan in 2015, it was more of a place to get my ideas out of my head and on to paper. I didn’t exactly know when/where I was going to start that business, but I had a firm conviction of what I wanted to accomplish in life. I started by setting goals for myself as an entrepreneur without necessarily determining WHAT my business would actually be. To this day, these goals still guide my daily actions:

  • Flexible work schedule that supports my family.
  • Assist multiple clients to achieve their potential.
  • Market Iowa to be more attractive to businesses, individuals, and families.
  • Work from home.
  • Continue to be challenged daily.
  • Increase earning potential.

I then established a vision for the impact I wanted to have with this endeavor: to promote local businesses and organizations so they can contribute to thriving small towns and assist businesses, organizations, and communities (especially in small town Iowa) realize their potential and guide them in making decisions to develop and implement strategic marketing plans to achieve their goals. Today that vision is simplified to: Revitalizing Rural Iowa. As I began to think about how I might go about accomplishing that vision, I set my mission: to provide strategic marketing, communication, and branding support to the business and nonprofit communities. Today that mission remains very close to what it started as: inspire communities, businesses, and organizations to emerge from their shell and strategically explore opportunities to achieve success and longevity.

Next Steps

Then what? I know there are many other organizations doing similar things. What makes me different? Who would my ideal clients be? And why would anyone choose me?

To determine this, I looked at who my target audience would be: Iowa-based, small-to-medium sized businesses with 1-100 employees. Then I identified what types of services I could offer based on my past experiences.

  • Marketing Strategy
  • Marketing Consulting
  • Marketing Training
  • Marketing Plan Development & Execution
  • Branding
  • Graphic Design
  • Publications
  • Strategic Promotions (unified messaging)
  • Photography
  • Event Planning
  • Fundraising
  • Non-Profit Work

From there, I looked at who my prospective customers could be. Those whom I had connections with (the business owners or community leaders I already knew who could either use my services or have had a personal experience with and could help with word-of-mouth support) as I was moving to a completely new area of the state where I had fewer connections.

I also needed to keep in mind that I likely wouldn’t be able to do it all, so I thought of all the smart and creative people I had worked with in the past and how I would love for them (or people like them) to be my advisors, colleagues, and coworkers in the future.

I then began to look at the financial side of the business. What were the start-up costs? How about the income potential? What would I need to be financially stable and successful?

When I began to consider my business model, especially as it related to my goals of entrepreneurship, I realized quickly that I didn’t want to reinvent the wheel. There were already super successful entrepreneurs who offered similar marketing services, had been in business, and learned the ropes of being successful in this industry.

This process would take another year before I got up the courage to actively pursue this conversation because that meant I actually had to share my ideas with others. I hadn’t even really told my husband about my plans for the future! Read about that story here!

It wasn’t until June of 2016 that I finally reached out to my good friend and business owner Samantha Grove who gave me exceptional insight into her business model and was open about her path of owning a small business. Having a mentor who is willing to help guide you, share their challenges, help you learn from their mistakes, and listen when life gets rough is the most valuable investment I think there is in business. It’s these types of people who are needed most when the road gets lonely and weary because they will remind you why you’re here and reignite that passion you may have lost. It was my initial meeting with Samantha, a pursued conviction in my mind, and my ability to ‘emerge‘ from the comfort of my own shell that put all the wheels into action to set this business plan ablaze!

Where We Are Today

Our business plan today is much more than it started as. It’s actually a strategic plan that gets reviewed/referenced quarterly and updated annually. (If the word “strategic” scares you, don’t let it!! It just means that you’re being purposeful in developing the actions you want to pursue to be successful).

My point in all of this is to encourage you to:

1. Start SOMEWHERE! You don’t need to have ‘all the right things’ to get started.

2. Put it in writing! I can’t tell you how grateful I am to be able to look at those first ‘ideas’ that I put together in what I thought was a business plan and see how our journey has evolved, yet how we’ve never veered too far from our vision.

3. Celebrate Progress and Success. As we look at our business plan every year, we now evaluate year-over-year:

  • Internal celebrations and top successes from the year
  • Client celebrations from the past year
  • SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats)
  • Goals/Accomplishments from the various perspectives of our business: customer, internal business, financial, and learning & growth
  • Financial review
  • Upcoming year outlook
  • Establish a guiding word/theme for the new year
  • Individual and team goal setting for the year

For those of you who have been in business for a while and haven’t taken these steps, I encourage you to start! It’s NEVER too late, especially if you’re feeling stuck.

I pursued this business to help entrepreneurs and business/community leaders emerge from the comfort of their own space and pursue their life’s calling with passion, planning, and purpose. If you need help getting un-stuck our team is here to help! Let us know if we can help you ’emerge’!

elements of a business plan

Q&A With Kait Miller

Kait

Welcome to the second feature in our series of Q & A’s with Emerge Marketing Solution’s employees and subcontractors! In this blog series, Emerge subcontractors share their stories and why the quality of life in Iowa is better than anywhere else! Our purpose in sharing this series is to inspire others to invest in Iowa, inform others about what it’s like to live and work here, and to show the impact (great or small) you can make as a result of your dedication to community and business in Iowa.

Kait Miller was my first subcontractor to come on board with Emerge. You know, when some people come into your life, you just know they’re going to be a life-long friend and colleague, and that was the case for Kait. She began working as an intern for me when I worked with the Iowa 4-H Foundation back in 2010. We worked together coordinating the annual 4-H Gala among many other fundraising projects. Upon graduation and throughout her early career, Kait and I kept in touch and would keep each other posted on what was happening in our personal and professional lives. Having always wanted to start my own business, I knew from day one that Kait was someone whom I wanted to work with forever!

Kait Miller

When it came time to start Emerge, Kait was one of my first calls. She had known that I was considering starting my own business, and she was finishing grad school. It seemed like a perfect fit and perfect timing for her to be able to work a few extra hours beyond her day job to really help get Emerge off the ground.

When you’re a one-person show, it’s hard to keep yourself motivated when you have billing, prospecting, process development, and strategic planning to do. Definitely working a different part of my brain than I’m used to. But with Kait providing support, I knew that no stone would go left unturned. We have enjoyed working together for 3 ½ years now and wouldn’t have it any other way (well maybe besides her working full-time for Emerge!!).

Kait Miller and Steven Miller with birdsWhen it comes to her work with Emerge, Kait deals with project management, business operations, and content writing/proofreading. Kait is DEFINITELY my right-hand girl and I don’t know what I would do without her! She keeps me on my toes and makes sure all details of every project are progressing.

Kait currently lives in Altoona, Iowa with her husband Steven and their two dogs, Athena and Atlas. What I LOVE about Kait’s perspective is that she has such a sense of adventure and has traveled all over the world. She’s seen it all, and she still chooses to live right here in Iowa!

Kait Miller and Steven Miller skiing in the mountainsEMERGE MARKETING SOLUTIONS: What is your connection to Iowa?
KAIT MILLER: My family moved from Nebraska to Urbandale (a suburb of Des Moines, Iowa) when I was two years old. I graduated from Urbandale High School and went to college at Iowa State University in Ames. After college, I got a job in Des Moines and continued in my educational endeavors locally, receiving my MBA from Drake University. I have lived and worked in the Des Moines metro area ever since.

EMERGE: Why have you chosen to live in Iowa?
KAIT: In all honesty, I couldn’t imagine living anywhere else. My home has always been in Iowa and all of my family lives here. There are so many things to do and explore while still having more of a small town feel than other cities. The cost of living is unbeatable and the job market in Des Moines is continually growing. The schools are excellent for our future children. Although we love to travel and visit different places across the country and world, Iowa is our home. The quality of life in Iowa is second to none!

EMERGE: If someone asked you your perception of Iowa, what would you say?
KAIT: I think the common misconceptions about Iowa are that it’s all rural farm towns, there is nothing to do, and there are lower quality amenities. I remember once in high school when I was on a mission trip in another area of the country and when I said I was from Iowa, someone asked me if I learned to drive on a tractor; I couldn’t help but laugh. I think that summarizes what others often perceive of Iowa.

Kait Miller and Steven Miller hikingEMERGE: What can we work on to attract and retain more families and young people in our state?
KAIT: Iowa has so much to offer families and young people, it’s just a matter of communicating and marketing that so others have a valid perception of what it’s like to live here. Many young people who grow up here and even go to college in Iowa leave after they graduate, looking for more “exciting” places to live. I believe there is a major opportunity to market the amazing quality of life Iowa has to offer to people approaching graduation so they don’t feel they need to leave to find the life they’re looking for.

Iowa has so much to offer families and young people, it’s just a matter of communicating and marketing that so others have a valid perception of what it’s like to live here.

Downtown Des Moines has done substantial work to be marketable and appealing for recent college graduates, adding a great deal of housing, grocery stores, gyms, boutique shopping, etc. West Des Moines has also become a hotspot location for young adults. But showcasing that is crucial for people to truly understand everything they can have and enjoy living in this area.

Kait Miller and Steven MillerPersonally, I never considered living anywhere else because I can find everything I’m looking for here. My husband and I have flourishing careers, enjoy a low cost of living and housing, have the opportunity to raise our children in a safe environment where the educational system is strong, and live close to our family and friends.

EMERGE: What visions and goals do you have for the future?
KAIT: I can’t wait to eventually have children and raise our family here; to instill in them the same small town values I experienced as part of my own upbringing in Iowa and to enjoy everything our state has to offer for young children. I love the opportunity to work with Emerge and make a difference in revitalizing rural Iowa through the important work we do. I’m so excited for this to continue!

I believe there is a major opportunity to market the amazing qualities Iowa has to offer to people approaching graduation so they don’t feel they need to leave to find the life they’re looking for.

Kait Miller and Steven Miller scuba divingIn Closing…
Thank you Kait for sharing your perspective! We hope that others are seeing the same value that you see regarding the quality of life in Iowa and will consider moving here when they, too, are ready to live the best life, raise a family, and be successful in their careers!

Stay tuned for more features with Emerge Marketing subcontractors. We think you’ll be delighted to hear the great things they have to say about Iowa and why they’re proud to be from here. Read another Emerge feature here>>