Telecenter Operations and Marketing Plan
7
Innovative and Strategic Partnerships
In the previous chapters we have presented a conventional business and operations scenario for the start up and operations of a Telecenter. These scenarios have shown that to use the traditional business planning approach, an individual business person or an organization would require an initial large sum of money to purchase and install equipment in the Telecenter, and further would need an on-going subsidy of funds to keep the Telecenter operating over the next three to five years. Thus, from a strictly business point of view, the Telecenter as traditional business venture does not appear to be an investment leading to success.
However, in the two county area, Klamath and Lake Counties, in South Central Oregon their are some unique opportunities for strategic partnerships and innovations that can make the Telecenter a success in these communities. Through these strategic partnerships and innovations the Telecenter can achieve reductions to equipment and operating costs, and benefit from alliances with other strong community partners in such areas as marketing, research and development of new technologies, instruction and training, and more.
Thus chapter will first provide an overview of those strategic relationships and innovations that will mutually benefit all involved. This will be followed by a series of scenarios that will provide context that translates into cost savings in equipment, staffing and operations at the Telecenter.
Strategic Partnerships
While many communities and programs statewide, nationally and locally participate in and promote partnering of organizations, business, and other resources for the greater benefit of all involved. Through strategic partnerships, organizations, businesses, groups or individuals not only bring to the table the goods, services, or expertise they all ready have and contribute it to a project, program or process, but they come together in an agreement to use these goods, services, expertise, skills and resources to create something new and something greater. Further, through this agreement, that is the basis of the partnership, they come together to share, collaborate and learn from one another. Thus all participants are active and contributing members not only to the end result project of program, but in the building and caretaking of the strategic partnerships.
Therefore, the initial participants in the strategic partnerships for the Telecenter in Klamath County are: Klamath County Economic Development, Oregon Institute of Technology Center for Applied Technology, Klamath Lake Employment Training Institute the Work Connection and their partners, Klamath Community College, and the Klamath County Library. These organizations along with others such as the Klamath and Lake Chambers of Commerce, US West, the City of Klamath Falls, Merle West Medical Center, Oregon Department of Energy, Klamath County School District, Oregon Economic Development, Lake Cyber Outpost, Lake County Economic Development, Klamath Falls Schools, the US Forest Service, Lake County Education Service District, Chemult Ranger District, and Klamath County have been participating in the planning for the Telecenter under the auspices of South Central Oregon Telecommunications Consortium or SCOT. It is envisioned that as the Telecenter grows into a Televillage there will be more strategic partnerships formed with organizations and businesses in Klamath and Lake Counties.
For the purposes of this document, we will be primarily addressing the temporary Telecenter site and the strategic partnerships necessary to starting and operating this program, then the strategic partnerships that will make the permanent Telecenter site and program a success.The key strategic partners that will bring about the success of the Telecenter from it's beginning stages in a temporary site, to permanent site are: Klamath County Economic Development, Oregon Institute of Technology, Klamath Lake Employment Training Institute Inc. (KLETI) and the Work Connection, Klamath Community College, and the Klamath County Library. It is anticipated that the contribution each of these partners will make to the temporary and permanent Telecenter will, in sum, bring about cost savings in operations, equipment, and staff resulting in a winning business and operations plan.
Strategic Partners - Phase I
This section profiles what each partner will provide in detail in the temporary site, and in overview in the permanent Telecenter site. It is anticipated that as the Telecenter grows and transitions into it's permanent site that the strategic partners and their contributions will change and grow. This profile describes the operational relationships in these sites along with the cost savings derived from these contributions. At the end of this section the summary will address the impact of all of these partnerships on the overall business plan for the Telecenter.
KLETI and the Work Connection
KLETI's primary contributions to the Telecenter in the temporary site and phase of the program will be made through their Work Connection site and program. The Work Connection provides services to individuals seeking employment in Klamath and Lake Counties through their Career Center. The main Career Center is located in Klamath Falls at 3600 Sixth Street. At the Career Center the Work Connection provides a one-stop approach to career development and job hunting. They provide career assessment, employment connections, job registration, job matching, career exploration, career guidance, career preparation, skills testing and training, resume writing assistance, computers and software assistance, and much more. To employers the Work Connection provides outplacement services, universal job applications, recruitment and screening, work history and reference checks, meeting and training space, customized training for employees, and access to local, state and national labor pools. Further in their main site in Klamath Falls, the Work Connection has computers and software available for public use in job and career development, three training rooms, a business resource library, a skills testing space, a common area work space, and on-site staff of twenty individuals.
The Work Connection and KLETI's contributions through this site, in the temporary phase of the project are many fold. First they will be housing the temporary Telecenter in their central site on Sixth Street. They have proposed that the Telecenter could place the Training and Resource Lab in the space now occupied by their business resource library. Further, in their smaller conference room the video conferencing equipment can be placed, and this room could then serve as a multi-purpose video conferencing room and meeting room. Thus when video conferences are not occurring this room could be rented out as a meeting room by the Telecenter or the Work Connection. Additionally, the Work Connection has a Self Directed Resource area where eight computers are available for patron use to perform job searches, write resumes, search the Internet etc... These computers have basic software capacity similar to that outlined for the Telecenter's basic Self Directed Use computer stations. Thus, these stations could be made available for Telecenter users who wish to do basic computing, word processing, and to use the Internet. The Work Connection has one staff person available in the Self Directed Resource area at all times. This individual monitors the equipment use, scans disks for viruses before system use, and assist individuals with their questions. This staff member could also provide these services to Telecenter users. The Work Connection also has fax and copying services and equipment available, these could also be used by Telecenter patrons. Additionally, the Work Connection has a central reception point for all visitors to the Career Center, while it will not fully meet all of the "office duties" of an Office Assistant to the Telecenter, this position could pick up 50% of those duties and needs.
Through this strategic partnership the Telecenter, in it's temporary site, will have access to individuals who are underemployed or unemployed, and together with the Work Connection they can assist this population. We see this as a distinct advantage to all concerned in the Telecenter project since much of the customer population profiled as Telecenter users are the underemployed, unemployed and those seeking to change their careers. While we see the Work Connection very effectively serving this population now, we see that the Telecenter will add the capacity for anyone seeking employment to also have a greater array of computer and telecommunications equipment, training, skills and expert resources available to them.
The Work Connection has plans to develop a direct outreach program to the area's businesses and employers. In this program, representatives from the Work Connection will make regular calls on businesses and employers to assess their needs and provide information on the Work Connections services. The information on these businesses and their decision makers will be entered into a database for use by the work connection staff. Additionally, the Work Connection is already engaged in print and electronic advertising. Through a cooperative marketing program between the Work Connection and the Telecenter, the Work Connection's database could be used for developing direct mail lists; the account representatives could deliver collateral information on the telecenter while meeting with area businesses and employers and information regarding the Telecenter's services could be included in the Work Connections print and media advertising. The impact on the Telecenter marketing budget will be substantial based on this cooperative marketing approach.
Work Connections Contributions:
Budgetary Item Estimated Savings Equipment Estimated Savings Staffing Estimated Savings Operating Rent (By providing temporary housing for Telecenter) $15,000/yr Computers, Printers and Software for Self-Directed Use Computers $17,598 Technical Support Staff (Self-Directed area) wage and benefits $30,950/yr. Receptionist Staff wage and benefits $10,317/yr. Fax Machine $250 Video Conferencing Room Furnishings $3,500 Meeting Room Equipment $5,020 Self-Directed Use area furnishings $4,200 Copy Machine $13,000 Reception Area Furnishings $2,500 Marketing $10,000/yr. TOTAL SAVINGS FROM STRATEGIC PARTNERSHIP WITH WORK CONNECTION $46,068 $41,267/yr. $25,000/yr.
Klamath County Library
Klamath County Library as a key strategic partner will bring to the temporary Telecenter site, a small specialized branch of the library. The library will bring to the Training and Resource room, the Self Directed Use area, and the Work Connection's common work space area, books, CDS, and other resources on technology, computers, the Internet, web pages, business, career development and other community interest resource books and sources. This specialized collection will have materials that are designated as circulating and non-circulating. Non-circulating resource materials can only be used at the Telecenter site. Circulating materials can be checked out with a library card. With this specialized collection they will contribute their Resource and Technology Librarian who can assist individuals in their self directed uses of all of the materials available whether in print or on a computer. The librarian will also oversee the rental of workstations by Telecenter users, copying, scanning, faxing and other fee for service activities in the Training and Resource Lab and Self Directed Use area by Telecenter users. Further, through designating the Telecenter as a branch of the library, the Telecenter is eligible to obtain E-rate service charges for it's video conferencing lines. E-rate is a 70% discount for educational use in video conferencing line services. Once the final line service rate is determined by US West, the calculation of actual savings can be more readily achieved.
Klamath Library Contributions
Budgetary Item Estimated Savings Equipment Estimated Savings Staffing Estimated Savings Operating Training and Resource Area Staff (wages and fringe) $15,475/yr. Savings on video conferencing phone lines $8,400/yr. Office Furnishings and Equipment $2,000 TOTAL SAVINGS FROM STRATEGIC PARTNERSHIP WITH KLAMATH LIBRARY $2,000 $15,475/yr. $8,400/yr.
Klamath Community College
Klamath Community College (KCC) as a key strategic partner will bring to the temporary Telecenter site the video conferencing equipment and hardwiring of the building. With this contribution it is expected that KCC will offer some distance learning courses through the Telecenter. It is hoped that these courses will focus on job skills training and career development for residents of greater Klamath Basin. By placing this equipment and capacity at the Telecenter, KCC will assist in bringing access to technology to individuals who cannot usually afford this kind or level of technology, the unemployed and underemployed, but they can reach other members of the community such as business people, governmental agencies, community groups and organizations through the downtown Klamath Falls location.
Further, KCC can contribute instructors to offer computer courses at beginning levels in the Training and Resource Lab. Such courses as beginning Windows, Word, or Quicken applications, along with Internet access courses can be provided by KCC instructors, and advertised in KCC and Telecenter materials. Klamath Community College Contributions
Budgetary Item Estimated Savings Equipment Estimated Savings Staffing Estimated Savings Operating VTEL Model 50 video conferencing unit $16,000 Camera guided $6,000 Audio Mixer $1,000 Microphone set $2,300 T.V. set $400 Graphic Table for instruction $1,000 Installation of Cabling $2,000 Miscellaneous cables $35 TOTAL SAVINGS FROM STRATEGIC PARTNERSHIP WITH KLAMATH COMMUNITY COLLEGE $30,035
Klamath Economic Development
Klamath County Economic Development (KCEDA) as a key strategic partner will provide contributions in important areas. First, KCEDA will provide staff through their Grants Administration Program Manager to assist in managing the self-directed resource center with additional capacity for grant writing, budgetary monitoring and grants administration. This contribution would be 50% of the Telecenter's Director or Manager time and costs. Further, KCEDA like KCC can provide individuals as instructors for specialized seminars and workshops in the Training and Resource Center, video conferencing and meeting room facilities. Services to businesses that KCEDA will deliver at this site are: entrepreneurial development, a regional information center, community profile information on loan and grant programs for businesses and the community, and other economic development services to business and the community.
KCEDA will also continue it's role in regional development of the permanent site and the overall Televillage for Klamath and Lake Counties. Finally KCEDA will seek grant money to fund a marketing function for the Telecenter. This marketing function is viewed as a direct community outreach approach. Specifically an individual will spend time meeting with groups and organizations explaining the benefits of the telecenter. Further, this individual will meet with prospects developed through cooperative marketing efforts with the Work Connection representatives and others, to close new clients on the fee-for-service activities of the telecenter. While the savings provided by KCEDA for this function directly relate to compensation for a staff function, the operating budget in chapter 6 accounted for these expenses as part of the marketing budget, which is a sub-element of the operating budget, therefor these savings are shown in that category.
Klamath County Economic Development Association's Contribution
Budgetary Item Estimated Savings Equipment Estimated Savings Staffing Estimated Savings Operating Grants Administration Management wages and benefits $21,700/yr. Marketing Outreach $15,000/yr. General Equipment and Furnishings $3,000 TOTAL SAVINGS FROM STRATEGIC PARTNERSHIP WITH KLAMATH COUNTY ECONOMIC DEVELOPMENT ASSOCIATION $3,000 $21,700/yr. $15,000/yr.
Oregon Institute of Technology
Oregon Institute of Technology (OIT) as a key strategic partner will play an important role in the temporary site at the Work Connection's Career Center. OIT will provide staff as a Telecom Coordinator to oversee the operations of the Telecenter. Additionally, OIT will provide work-study internships and practicum students to the Telecenter to provide assistance with day to day staffing, computer troubleshooting, setting and re-setting training software in the Training and Resource Lab, database updates and maintenance, and tutorial services to users.
Through the auspices of the Center for Applied Technology, OIT will extend certain services at the Telecenter site such as: Technology transfer services to business, brokering of joint Research and Development partnerships with industry, contract training in specialized fields, and advising from the Small Business Development Center. Like KCC, OIT will provide curriculum development for the video conferencing unit for distance learning opportunities.
Through the Self Directed Use facilities, OIT will provide entrepreneurial development, a reference library with information on business planning, marketing, operations, financial analysis, technologies, legal structures, and industry specific materials. Further, they will provide a database of financial resources, government contracting and procurement opportunities, along with information on importing and exporting, home-based business development and technologies. OIT will also provide Telecenter users access to the Oregon Innovation Center programs at this site. Finally, OIT will provide in the Self Directed Use area the business and designer computer workstations and equipment, as a venue to promote telework, telecommuting, and e-commerce in the region. These more specialized work stations will provide a platform for OIT to assist individuals and their students with access to the growing telework and telecommuting job place.
In the Training and Resource Lab, OIT will provide the computers, scanner, printer, and furnishings for this program space since in the permanent facilities they will be providing this function, with the Telecenter using their equipment and space. The work study students from OIT, who will be staffing this space, will also be available to instruct some of the computer training courses, as well as other OIT staff who may have a specialized or community-based course they wish to teach at the Telecenter. OIT will also extend services to the public and businesses in the Training and Resource Lab, so public or business patrons may test the latest software, hardware and telecommunications technologies, or compare competing brands, or host technology demonstration seminars by sales personnel, provide information on local vendors products and services, and assist with basic computer needs.
Oregon Institute of Technology's Contributions
Budgetary Item Estimated Savings Equipment Estimated Savings Staffing Estimated Savings Operating Technical Staff and Supervision wages and benefits $32,017/yr. Business Computer Stations $15,112 Designer Computer Stations $13,192 Printers and Scanners $2,500 Additional Computers for Training Center $20,922 TOTAL SAVINGS FROM STRATEGIC PARTNERSHIP WITH OREGON INSTITUTE OF TECHNOLOGY $81,726 $32,017/yr. $0
Summary of Savings from Strategic Partnerships - Phase I
The savings developed through the roles of the strategic partners is crucial to the viability of the Telecenter. Without these strategic partners and the contributions they will make, the Telecenter will have a difficult time surviving it's first year of operations.
It is important to note that the strategic partners are committed to finding funding sources other than the Telecenter's fee for services revenues to fund staffing, equipment, and furnishings. They are affirming that the revenues derived from the Telecenter's services should be dedicated to the operational costs at the temporary site. This operational and policy decision may be amended as the transition to the permanent site and it's operations is made.
Strategic Partner Estimated Savings Equipment Estimated Savings Staffing Estimated Savings Operating KLETI and the Work Connection $46,068 $41,267/yr $25,000/yr. Klamath County Library $ 2,000 $15,475/yr. $ 8,400/yr. Klamath Community College $30,035 $0 $0 Klamath Economic Development $ 3,000 $21,700/yr. $15,000/yr. Oregon Institute of Technology $81,726 $32,017/yr. $0 TOTAL SAVINGS FROM STRATEGIC PARTNERSHIPS $162,829 $110,459/yr $48,400/yr. BUDGET ESTIMATE FROM CHAPTER 6 $162,829 $125,935/yr $130,070/yr. REMAINING BUDGET REQUIREMENTS $0 $15,476/yr $ 81,670/yr. Through strategic partnerships the equipment costs of the telecenter in Phase I can be met. The staff costs will substantially be achieved through strategic partnerships and grants developed through KCEDA's activities. The shortfall in annual operating costs and the remaining staff costs amount to $97,146/yr. and these must be paid for through fee-for-service activities.
Strategic Partnerships in the Permanent Site
To date, the permanent site is yet to be constructed. To bring about the expansion of the Telecenter to this site, as well as, operate the Telecenter in the temporary site a non-profit organization, or 501 ( c ) 3 will need to formed. The advantages of the status as a non-profit corporation are many fold. First, a non-profit organization can accept donations of money, equipment, or in-kind services and the donor in most cases can deduct these gifts from their federal taxes. Second, it allows the Telecenter to apply for many private and federal grants and funding programs, more and more funders are seeking to fund non-profit organizations over private for profit or governmental programs. Third, non-profit status maintains the Telecenter as an organization that is of benefit to the public and community, with a Board of Directors that is representative of the communities served. Lastly, non-profit status requires annual financial audits of the organization, and that all meetings be open to the public, thus further supporting the Telecenter as a community organization for the residents of South Central Oregon. It is envisioned that the initial members of the 501 ( c ) 3 non-profit organization's board will be at a minimum the strategic partners, members participating in SCOT, and community-at-large members. The application for non-profit status, the overall organizational structure, by-laws, and administrative operations procedures of this 501 ( c ) 3 are yet to be set forth by SCOT on behalf of Klamath County Development Corporation (KCDC).
Once a non-profit is established, this organization can oversee the operations of the temporary site, the capital construction of the new site, and the transition to the permanent site of the Telecenter. The permanent site will be significantly larger than the Work Connections' Career Center facility. As it is planned, OIT will occupy 15000 square feet on the second floor of the facility. This major presence by OIT, with many of their programs, classes and services of the Center for Applied Technology being moved from their main campus here, will increase their role as a strategic partner, and will allow for a greater extension of services to all Telecenter users. An example of those extended services is, OIT will have two specialized computer classrooms that when they are not in use by OIT, the Telecenter can hold classes there. OIT along with the other strategic partners will be developing new services and markets for the Telecenter, as they strive to bring the Telecenter to a profit making venture. Profits as they are made will be rolled into research and development, the next year's operations, or marketing. It is further anticipated that OIT will take a greater role in staffing the Telecenter through the use of students in a work study or teaching/practicum situation. This will allow students to get important experience in a hands on setting prior to graduation, and will provide center users with assistance in computing, troubleshooting, web design and other areas.
Klamath Community College will increase it's role as a provider of distance learning opportunities throughout the region and Oregon. As the permanent Telecenter comes into being, so will the Televillage in South Central Oregon which will allow KCC to broadcast courses across the two county area. KCC will also increase their use of the facility to teach courses that will assist individuals in gaining employment, upgrading their employment, or enhancing their job skills.
KLETI and the Work Connection will be able to maintain the Career Center while bringing many of their services to the new Telecenter site, thus increasing their capacity to serve individuals who are seeking employment, and businesses seeking employees.
Through, OIT, KCEDA, the Small Business Development Center, the Small Business Administrations and the Business Assistance Teams the permanent Telecenter site will expand their services to entrepreneurs, business and industry. Business start up and incubation services will be enhanced, as well as, technology transfer activities, and much more.
Klamath County Library has the opportunity to extend their electronic and technology resources at the permanent site, along with the ability to expand library experiences to the Internet.
However, the temporary site comes together, it is clear, that it will be a platform or building block for the permanent site. The temporary site will allow the Telecenter and it's strategic partners to identify and start development of niche markets, to build a customer base, to better understand and quantify operating costs and revenues, and to on a smaller scale envision the future of the permanent Telecenter and the Televillage. The temporary site is also an important proving ground for the strategic partners and SCOT to demonstrate to the community, business, and industry in Klamath and Lake counties the positive impact that telecommunications and technology can have on their lives and the region's economy.
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