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Cedar Rapids Land & Air Super Park Conceptual Planning

CHALLENGE

The Cedar Rapids Economic Alliance and Eastern Iowa Airport collaborated to establish one of the first industrial Super Parks in Iowa. A certification granted by the State of Iowa based upon meeting certain requirements, the Super Park is located close to the Eastern Iowa Airport, Interstate 380, and railroad service, which bisects the site. With 582 acres for development, the Cedar Rapids Land and Air Super Park is zoned for agricultural, aviation, industrial, and public projects.

Created to attract businesses that want to expand or locate in the Midwest region, the Cedar Rapids Land and Air Super Park offers development opportunities with little risk involved – to accelerate development, all due diligence is complete, and potential issues have already been resolved.

With the Super Park certification in place, the Cedar Rapids Economic Alliance and Eastern Iowa Airport needed to plan the next steps involved with educating U.S. companies about the new industrial park.

Conducting multiple presentations for various groups each week about the Super Park, the Cedar Rapids Economic Alliance and Eastern Iowa Airport needed tools and materials to quickly attract attention, get businesses interested, and generate follow-up questions. They knew what they wanted to accomplish, but weren’t sure what resources were necessary or what marketing tools needed to be included.

SOLUTION

To spread the word about the Cedar Rapids Land and Air Super Park, Shive-Hattery worked with the Cedar Rapids Economic Alliance and Eastern Iowa Airport to identify potential audiences and the best ways to communicate with them.

Providing conceptual master planning, visualization, and concept animation services, Shive-Hattery developed a strategy that would provide a powerful impact on potential clients. Working together, several different options were explored to find the most effective ways to tell potential clients about the Super Park. From identifying the right vocabulary (establishing the Super Park as a “fully documented site”) to refining the messaging, Shive-Hattery created marketing material, images, and videos to reach a broad audience and generate excitement.

First, the general layout of the Super Park was modified and refined to include rough building sizes and designs, parking layouts, landscaping, and detention areas. This adjustment visually represents what a potential build-out may look like within the Super Park, helping potential clients envision themselves in the development.

Then, through a story-boarding process, a video was created to tell the story of the Super Park and highlight the details most relevant to interested parties.

IMPACT

With Shive-Hattery’s partnership, the Cedar Rapids Economic Alliance and Eastern Iowa Airport now have tools and resources in place to communicate the right Cedar Rapids Land and Air Super Park messages to the right audiences.

Providing ongoing support, Shive-Hattery continues to deliver additional information and images as marketing efforts for the Super Park begin – all with the hopes of attracting companies to the project-ready parcels that are available in the Cedar Rapids Land and Air Super Park.

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