Community Renewal Good Stories - Jacksonville

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High-Powered Marketing and EZ Incentives Empower Jacksonville Businesses

Jacksonville, Florida, EZ

In January 2002, when HUD designated an EZ in Jacksonville, the city embraced the decision. Charged with implementing the EZ plan, the Jacksonville Economic Development Commission (JEDC) designed a marketing plan, prepared a special mailing targeting the EZ's 3,500 businesses, created a Web site for the EZ, and developed a series of tax incentive workshops.

JEDC's mailing to local EZ businesses included descriptions of all the EZ tax incentives, IRS forms, a map of the EZ, and a short survey postcard. Tax incentives in the EZ include EZ facility bonds, reduced capital gains, increased deductions of equipment purchases, and wage credits worth up to $3,000 per year to local businesses for each EZ resident that they employ.

Since 2002 JEDC has sponsored five public workshops educating hundreds of business owners, city council members, city officials and staff, and area agencies and departments about EZ tax incentives. IRS representatives offered keynote presentations at the workshops and provide ongoing community education about EZ benefits.

JEDC also created four marketing pieces that it distributes to businesses, city and state departments, and strategic planning partners. The material includes:

• A brochure outlining the tax incentives offered to businesses in the EZ.
  
• A brochure detailing the theory and approach to developing an empowering community.
  
• A window decal for businesses using the incentives.
  
• A small mailer with a perforated, postage-paid return card requesting business feedback.
  

JEDC reports that at least 25 EZ businesses responded that they had not known about the EZ tax incentives until they received the mailing and will now take advantage of the tax incentives. One Jacksonville company, MLXL Sportswear and Specialties, decided to save some money by buying a large warehouse space in the EZ's Springfield area. For owner Pete Malloy, who employs 25 people, the move was more advantageous than he anticipated, because the warehouse is located in the EZ. "We didn't find out about the tax advantages until after we moved in," said Malloy. "We were pleasantly surprised." Now Malloy is committed to hiring EZ residents so he can capitalize on as many tax incentives as possible.

The JEDC also markets the EZ on a local cable television show, Jacksonville on the Move, which airs several times a month. Appearing on the show, JEDC staff discuss the EZ tax benefits and promote EZ programs. Documenting the effectiveness of TV marketing, JEDC experiences a dramatic increase in phone calls on the day following each show.

For more information on Jacksonville's EZ programs, contact Joseph Whitaker at (904) 630-1624.