UW-Whitewater @ Work: Milwaukee E-Innovate, UW-Whitewater work to bolster Wisconsin’s high-tech identity
Released: November 29, 2004
Wisconsinites might be surprised to learn that southeast Wisconsin is home to more than 640 technology-based companies. So how does this blossoming new sector of the economy gain visibility in the land of milk and cheese?
Michael Burnhan and other leaders of the Milwaukee organization e-Innovate have been searching for answers. The group is working to market Wisconsin as a place rich in new economy opportunities, while mobilizing high-tech employees into a supportive professional network.
Burnham decided to infuse new energy into the effort in 2004 by partnering with business faculty and students at UW-Whitewater. Over the course of the year, dozens of faculty and students worked together to help the organization improve its Web site, refine its message and conduct market research on national economic development networks.
“We wanted to make sure that our site and our message appealed to a younger professional, where much of the industry’s growth is coming from,” he said. “We gained valuable perspectives on how to help people outside the industry understand the industry. We need to do business and influence people outside of IT circles.”
“It was also just fun,” Burnham said of the collaboration. “It was fun to see the kind of energy and surprising dedication the student teams brought to this project.”
The yearlong project was a multidisciplinary approach designed to get eInnovate “ready for market” on a broad campaign to increase membership and forge alliances with other technology groups in Racine and Madison. The research helped make the case for eInnovate to join forces in order to create “a bigger, stronger cluster network that thinks statewide,” he said.
Among the specific projects led by UW-Whitewater, foremost was a Web redesign that emphasized dynamic content and more interactive services for members. Led by MCS professor Robert Horton, the site was modified for easy back-end maintenance and as a collection point for reports of common interest.
Another project, led by marketing professor Jimmy Peltier, analyzed the state market and recommended services that would lead to greater membership and influence. Finally, a team led by management professor Denton Marks did a national comparison between eInnovate and other cluster networks promoting economic development.
The latter group worked to find what umbrella structures work best, what membership fee structures work and how to best enlist partners, Burnham said. The cluster approach to economic development is becoming more important for states and regions, he said, because it consolidates strengths and reduces competition among like-minded entities.
“All of the documents and the input from UW-Whitewater will serve as a tremendous foundation to move forward,” Burnham, said.
- Brian Mattmiller ,
