East Bay Business Engagement Network
Sustainable Collaboration
APRIL 2015
In This Issue:
Welcome to Engage eNews
East Bay Business Engagement Plan
Network Member Highlight: Michael Katz
B2B Engage: CRM
Strategic Communications: B2B Marketing
Contact Us


Welcome to Engage eNews
Welcome to the first edition of Engage eNews an educational newsletter for stakeholders that comprise the East Bay Business Engagement Network (formerly the DBS Cross System Business Services Team). This network is comprised of organizations that focus on workforce, education and economic development within the East Bay of the San Francisco Bay Region which includes Alameda, Contra Costa and Solano Counties.

Engage eNews highlights members of the network, shares best practices and keeps members informed about the next steps in designing a market focused business engagement network in the East Bay. Stay in touch with your colleagues and the regional initiatives taking place across the East Bay at www.EBBizNetwork.org

We hope you enjoy this newsletter and share it with your colleagues.

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East Bay Business Engagement Plan
Business U, our execution partner, has finalized the first draft of the regional business engagement plan (BEP) to support stakeholders in moving through a few of the sticking points to date in operationalizing a coordinated effort for business engagement. The purpose of the (BEP) provides clear direction on how multiple stakeholders collectively engage business as a partner (in sector strategies and work-based learning), as a customer (with business services), and even as a funder (through social investment strategies, sponsorships, and in-kind donations). The BEP is a living, breathing document that should reflect the changing market needs of business and industry within the East Bay, and supports stakeholders with a systematic approach to collaboratively engaging business and industry. There are two phases of strategies.

Phase One strategies are internally focused and involve establishing systems, processes and tools that can collectively support any regional business engagement initiative in the East Bay, while providing high value for the individual organizations that comprise the network. Phase Two are externally focused strategies to collectively engage business and industry with the network of stakeholders such as B2B (business to business) marketing, social media, a common portal, virtual newsroom, shared advertising, and public relations.

Current organizations that comprise the network agreed on the following Vision and Mission Statement.

Our Mission

Through a consultative process, common technology and communications tools, our network of workforce, education and economic development organizations deliver a high value-add portfolio of solutions and strategies to grow and retain businesses in the East Bay efficiently and effectively.

Our Vision

Our Vision is to be the best high performing regional business engagement network in the nation. We accomplish this by listening to what East Bay businesses need and respond to their challenges with innovative solutions that help them compete globally. We work collaboratively across organizations to break down silos and leverage regional assets and funding to serve businesses effectively. Our business customers and partners trust that in everything we do our commitment to serve them exemplifies exceptional value to support their missions. Because of our work, East Bay businesses continually add workers to their payroll that results in reducing unemployment rates and enhancing the economic sustainability of our region.

Have you reviewed the BEP and provided your input? It is available for download in the Business U eUniversity. Click here for more information. Your comments are always welcome.
Network Member Highlight: Michael Katz
This month we highlight EASTBAY Works Regional Coordinator, Michael Katz who participated as a panelist for several sessions at the recent National Association of Workforce Boards Forum in DC with leadership from Business U. Sessions included a pre-conference entitled Regional Leadership for Market Responsive Business Engagement and an interactive workshop, Integrating Business Engagement across Three Verticals: Workforce, Education & Economic Development.

In the pre-conference session, Michael focused on regional engagement with business as a customer and partner, while co-panelist Executive Director Kinexus, Todd Gustafson talked about engaging business as a funder. During the interactive workshop, Michael shared insights into the challenges from his perspective in creating a sustainable regional operationalized system among various verticals (workforce, education and economic development) and creating momentum for a bigger vision beyond the outcomes of any particular grant that may initially bring partners together.

Michael did a great job at representing all of the stakeholders within the East Bay and sharing the great work of the partners.

If you missed the NAWB presentation, you can catch Michael and Randy Tillery, along with the Business U leadership team at the upcoming CWA Conference in Anaheim. The session is scheduled for Tuesday, May 12th from 3:30 - 5:00pm.

Download Michael’s presentation on sector strategies in the East Bay.

For a listing of current members of the East Bay Business Engagement Network, click here.
B2B Engage: CRM
The use of common technology is critical for sustainable and effective regional collaboration among various verticals (workforce, education, economic development) that seek to engage business and industry. Business U has been conducting one-to-one organizational meetings with stakeholders that comprise the East Bay Business Engagement Network. Discussion points of these meetings included the key requirements for using shared technology and the desired features, along with identifying the composition of the organization’s staff that interface w/business and industry to ensure that the CRM is configured in a way that meets everyone’s needs in executing organizational goals and strategies.

The most common stated barrier to using shared technology is keeping business contacts secured which will be addressed in the configuration of the CRM tool (B2B Engage) and allows network partners to have a confidential section to upload business and industry contacts that are not viewable by other partners. At the same time, the technology allows for a seamless transfer of a lead among network partners to better serve business and industry, by viewing who has a connection to business contacts in order to work collaboratively in providing solutions. Additionally, it automates outreach to businesses and provides business engagement metrics and reporting for individual organizations and collectively across the business engagement network.

B2B Engage automates, tracks and measures:
  • for Education: sector strategies and work-based learning activities;
  • for Workforce: business services including assessment, recruitment, placement and training solutions; and
  • for Economic Development: business recruitment, retention and engagement.
Excel spread sheets have been distributed to participating organizations so that the CRM can be configured in early May. If you have not received instructions to participate, please contact Celina Gradijan at info@business-u.net.
Strategic Communications: B2B Marketing
If you think that communications and outreach to consumers (like job seekers and students) is the same as it is for business and industry, think again. Workforce, education and economic development organizations have to break away from a one-size fits all structure when developing successful strategies to engage businesses. Not only do we have to speak the language of business, but we have to use tactics and communication mediums that they expect. This is accomplished through B2B (Business-to-Business) Marketing. And yes, while the Government Accounting Office stipulates that some of these verticals can’t conduct “marketing,” the solid concepts of B2B Marketing can be used for outreach which is allowed if attached to outcomes.

In the private sector, B2B marketing refers to meeting the needs of other businesses, versus B2C marketing that targets Business to Consumer, though ultimately the demand for the products made by these businesses is likely to be driven by consumers in their homes.

In the public sector the first “B” in B2B Marketing stands for your organization (the workforce, education or economic development entity), while the second “B” stands for the business that you want to engage. B2B Marketing refers to a multi-layered strategy consisting of web communications, social media, email campaigns, and relationship management for the purpose of converting targeted business prospects into customers. In the public sector this refers to attracting businesses as a partner (in sector strategies and work-based learning), as a customer (with business services), and as a funder (to invest and leverage).

Business U leadership will be conducting a workshop at the upcoming CWA Conference in Anaheim called Using B2B Tools to Engage Business & Industry. The session is scheduled for Wednesday, May 13, 2015 from 3:15 - 4:15pm.

This Fall, Business U will be bringing its one-day Boot Camp training to the East Bay where we will tackle the topic of B2B Marketing and how to use it effectively to engage new business and industry, as well as build long-term relationships with existing contacts.

For more information about Boot Camps, click here.
Contact Us
East Bay Business Engagement Network
Key Contacts


Business U

San Diego
3525 Del Mar Heights Rd. #296
San Diego, CA 92130
Phone: (858) 793-6694
Fax: (858) 793-1728

Los Angeles
10920 Wilshire Blvd. # 150-9111
Los Angeles, CA 90024
Tel: 310.800.3353
Fax: 310.693.5329

Washington D.C.
5614 Connecticut Ave NW #115
Washington, D.C. 20015
Phone: (202) 731-0903
Fax: (202) 244-7482

info@business-u.net

East Bay Business Engagement Contact

Randy Tillery
Senior Dean of Workforce and Economic Development
Contra Costa Community College District
rtillery@4cd.edu

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