From the Iowa Department of Economic Development • March • Volume 1 • Number 3
With spring right around the corner let’s
Marketing Tools for your
focus on how to generate new business.
We have great marketing resources for
you to help determine and reach your
Targeted Small Business
target market and most effectively pro- Budgets are tightening, customer expecta- time to develop a sound and integrated
mote your TSB. In March we also high- tions are growing and competition can be marketing plan will generate returns both
light two businesses whose services are in both global and fierce. To distinguish your now and long-term.
high demand from procurement agents business and services in today’s world you There are a whole slew of very good and inex-
– Business Furnishings & Design, special- need a marketing advantage — effective, pensive resources available to you to learn
izing in office furniture and supplies and targeted and smart marketing. How do you these marketing basics. The United States
Paarlance Creative Writing, a TSB provid- efficiently and intelligently market your Small Business Administration is one resource
ing valuable advertising, public relations, business in today’s expensive and media- that offers the following free online training
and promotions expertise. This month’s frenzied world? courses which can be easily completed within
agency spotlight is one of the largest state Every business owner should start the process 30 minutes:
agencies, the Department of Administrative by answering the following questions: • Building Your Brand
Services (DAS). Read more about how • What products (goods, services or • Identify Your Target Market
your business can work with DAS under the ideas) am I offering?
• Advertising Your Business
“Procurement Spotlight”. • To whom am I offering this product
• Promoting Your Business
(the target market)? Who has the
TSB SPOTLIGHT greatest need for this service/product?
• How will I inform potential customers
• E-Mail Marketing
• Marketing 101: The Fundamentals *
Paarlance Creative Writing of the offering? • Conduct a Marketing Analysis *
Since 2002, organizations have partnered Being able to answer these questions puts a Visit http://www.sba.gov for more infor-
with Paarlance Creative Writing for business owner well on the way to creating a mation or to register for any of their courses,
advertising, public relations and solid marketing plan. many of which are available in multiple
copywriting expertise. Owner Ruth languages. Also visit their site for valuable
Having a marketing plan is important part
Paarmann brings over 17 years of resources through the Small Business
of your business’s overall successes. If you
advertising agency, corporate and nonprofit Development Centers (SBDCs) http://www.
already have one in place – congratula-
experience to planning, writing and editing sba.gov/aboutsba/sbaprograms/sbdc/index.
tions! If you don’t have one now or have
news releases, brochures, newsletters, html. SBDCs provide management assistance
never developed a plan, don’t sweat it. It
scripts and many other materials. That to current and prospective small business
doesn’t take an MBA to market your TSB.
experience has endowed her with a unique owners by providing a wide variety of informa-
However, you will need to set aside some
perspective on creating messages for a wide tion and guidance. The program is a coop-
time to develop your plan. Make the deci-
variety of industries. erative effort among the private sector, the
sion today to learn basic and efficient mar-
“My goal is to help organizations keting strategies such as market research, educational community and federal, state and
communicate better and save them time in customer service, advertising, targeting, local governments and is an integral compo-
the process,” says Paarmann. packaging, pricing, e-marketing, public nent of Entrepreneurial Development’s
Continued on back page relations and promotions. Investing the Continued on back page
Marketing and Compliance Manager
TSB SPOTLIGHT More TSB News:
Continued from front page TeChNICal SeRvICe PROvIDeRS: The TSB Program cur-
“We focus on engaging their target audience with a memorable, compelling rently has 5 technical assistance service providers to help
message. Then, our design and media partners can help complete the com- you with a variety of business needs. HF 890 provided
munication pieces.” funding to contract with these service providers to ensure
the ongoing success of TSBs. Recently, these service provid-
Paarmann received ADDY recognition for print and interactive copy. In
ers attended training in Des Moines to learn more about
February, she was named 2007 Ad Person of the Year by the American
initial and ongoing expectations and to collaborate with
Advertising Federation: Cedar Rapids-Iowa City. See www.paarlance.com
each other on services provided to TSBs throughout the
for select Paarlance Creative Writing samples or contact Paarmann at
state. When a business receives an award under the TSB
firstname.lastname@example.org to discuss your specific marketing needs.
Program, it is automatically paired up with a technical
Business Furnishings & Design service provider for one year. Contact Margo Kromminga
Lauri A. Weissenburger established Business Furnishings & Design in January to take advantage of the great services and experiences
1989 and was certified as a targeted small business that same year. Coby K. offered by this terrific group!
Koester joined the firm in 2006 with background in sales and education. FeBRUaRy 2008 TSB awaRDS
The firm has combined experience of over 30 years in the industry and sells In February the TSB Program announced three loan awards
several seating lines, filling, case goods, reception furniture, shelving and for businesses in Des Moines and Iowa City.
ergonomic products. Business Furnishings & Design prides itself on customer Faythe and Sarah Dornink, owners of Faythe Dornink
service and timely delivery of quality products and enjoys long-term relation- Custom Dress Designs in Des Moines were awarded a
ships with various state agencies. The company delivers and installs through- $15,000 loan with an interest rate of four percent over a
out the state of Iowa and surrounding area. For more information contact five-year period to purchase equipment, furniture and sup-
Coby Koester via e-mail at email@example.com or at 515.226.0185. plies. The mother-daughter custom-made garment business
TSB and GSE – The Vendor Process is relocating from their home to a larger commercial space
in the East Village District, allowing them to showcase their
The Iowa Department of General Services (DGS) was a member of the first
original designs for custom gowns and accessories for bridal,
TSB Task Force established in early 2004. Since that time DGS has become
evening and everyday wear.
an enterprise (General Services Enterprise) within the Department of
Administrative Services and continues to support TSBs both by promoting Kye Sun Steward, new owner of Aoeshe Restaurant in Iowa
TSBs to state agency purchasing staff and through quarterly meetings. City was awarded a $50,000 loan with an interest rate of
four percent over a five-year period to purchase inven-
For assistance in establishing a TSB contract, please contact Pam Dickey
tory, supplies and plants. The previous owner of Aoeshe
directly via e-mail at Pam.Dickey@iowa.gov. She will help you navigate
Restaurant retired after 20 years. Steward plans to keep
among appropriate purchasing agents and will make it much easier for state
the restaurant’s existing name while increasing services and
agency personnel to purchase from specific TSBs through a contract process.
improving the facility.
State agencies may purchase up to $10,000 in goods or services from a certi-
William Kinney, owner of a restaurant d/b/a Pop’s Place
fied TSB without conducting a competitive bid, but if agencies don’t know
and d/b/a Bibbs So Food was awarded a $26,000 loan
about your company or your TSB certification, they will likely take that busi-
with an interest rate of four percent over a five-year period
ness somewhere else.
to purchase a food trailer. A regular vendor at the Iowa
State Fair and the Drake Relays, Kinney’s food trailer will
Marketing Tools for your Targeted Small Business be equipped with a commercial-sized freezer and air con-
Continued from front page ditioning to provide additional catering services in Polk
network of training and counseling services. County and the surrounding area.
Other critical resources for you available within Iowa include your local
Community College or the Pappajohn Entrepreneurial Institute nearest you CheCK heRe FOR UPCOMING eveNTS
at http://www.pappajohn.com/entrepreneur/index.html. Finally, you may www.iowalifechanging.com/business/tsb.html
want to consult the listing of TSB businesses that specialize in marketing
services at https://dia.iowa.gov/tsb/index.php/search.
Whatever resource you choose to develop and execute your marketing strat-
egy, the sooner you get started, the sooner you’ll see the results.