Mountain State Marketers Webinar Series Effective Content


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This presentation by Kim Harbour of the West Virginia Department of Commerce was part of our webinar series.

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  • title
  • Commerce agencies
  • Commerce marketing
  • Research conducted by Rex Repass, 2008
  • Tourism research
  • Business perception
  • Factors for relocation
  • WV is a blank canvas… We have the opportunity to frame the discussion….
  • Tourism fills it with what’s known
  • We need to reinforce our values
  • To introduce what folks don’t know
  • Put the pieces together – to introduce WV (Example of an ad)
  • Wonderful WV is a great vehicle for telling stories and showing beautiful images of WV
  • Example of Testimonial – but also an SBDC client
  • Come Home helps get our news out through personal stories of people who are glad they came back.
  • Come Home helps get our news out
  • Success stories account for one forth of traffic to Come Home
  • Come Home plays to this fact
  • Reunion sponsorships delivered our materials into 20,000 hands. We worked with 350 planners to reach 20,000 attendees over the summer and fall.
  • Online articles – go beyond the magazine to tell more
  • Online articles – go beyond the magazine to tell more
  • – user-generated content
  • – user-generated content
  • New effort: Genuine WV to promote West Virginia talent – of all kinds
  • Genuine WV landing page
  • Example of a Genuine WV listing
  • Questions?
  • The top 10 advantages we market.
  • International Investment in WV – Companies from 25 countries employ more than 20,000 people.
  • Mountain State Marketers Webinar Series Effective Content

    1. 1. Attracting Customers With Content 12.14.09 The Peer Networking Group for Senior Marketing Professionals in West Virginia
    2. 2. Agenda <ul><li>About Mountain State Marketers </li></ul><ul><li>Kim Harbour, WV Department of Commerce </li></ul><ul><li>Q&A </li></ul><ul><li>Next Webcast Topic </li></ul>
    3. 3. About MSM <ul><li>Statewide peer networking and best practice sharing group for senior marketing professionals </li></ul><ul><ul><li>Mission: Elevate the role and impact of effective marketing in West Virginia </li></ul></ul><ul><li>Community-generated topics and presenters </li></ul><ul><ul><li>Interested? Email </li></ul></ul><ul><li>Open to marketing execs/managers, service providers, academics </li></ul>
    4. 4. About MSM <ul><li>Monthly webcasts </li></ul><ul><li>Quarterly regional roundtable discussions </li></ul><ul><li>Statewide conference </li></ul><ul><ul><li>Tentative: Early April @ Stonewall Resort </li></ul></ul><ul><li>Please invite your peers! </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Facebook, LinkedIn </li></ul></ul><ul><ul><li> </li></ul></ul>
    5. 5. Kim Harbour WV Department of Commerce The Peer Networking Group for Senior Marketing Professionals in West Virginia
    6. 6. Kim Harbour, Marketing Director West Virginia Department of Commerce
    7. 7. <ul><ul><li>Commerce is: </li></ul></ul><ul><ul><li>Tourism </li></ul></ul><ul><ul><li>The Development Office </li></ul></ul><ul><ul><li>Division of Natural Resources </li></ul></ul><ul><ul><li>WORKFORCE West Virginia </li></ul></ul><ul><ul><li>Energy </li></ul></ul><ul><ul><li>Forestry </li></ul></ul><ul><ul><li>Geological & Economic Survey </li></ul></ul><ul><ul><li>Labor </li></ul></ul><ul><ul><li>Miners' Health, Safety & Training </li></ul></ul>
    8. 8. <ul><li>Commerce’s Unified Marketing: </li></ul><ul><li>What themes are common? </li></ul><ul><li>How can we use marketing resources and budgets efficiently? </li></ul><ul><li>How can we cross-promote effectively and reinforce the efforts of all of the agencies? </li></ul><ul><li>How can we use the power of success stories and testimonials to talk about West Virginia’s advantages? </li></ul>
    9. 9. <ul><li>Baseline research: </li></ul><ul><li>1,127 respondents </li></ul><ul><li>Eight markets </li></ul><ul><li>Household income ($50,000+) </li></ul><ul><li>Age (25+) </li></ul><ul><li>Target markets: </li></ul><ul><li>Atlanta </li></ul><ul><li>Charlotte </li></ul><ul><li>Ohio </li></ul><ul><li>Philadelphia </li></ul><ul><li>Pittsburgh </li></ul><ul><li>Richmond </li></ul><ul><li>Washington, DC </li></ul><ul><li>West Virginia (<$50K and >$50K) </li></ul>
    10. 10. LEISURE TRAVEL FACTORS INFLUENCING DESTINATION Very Important Somewhat Important NET Important Personal safety & security 63 29 92 Quality of the accommodations 53 38 91 Overall cleanliness of the destination 55 35 90 Climate conditions 50 38 88 The destination can be easily reached 46 40 86 Friendliness of the people 40 42 82 Quality of the restaurants 37 42 79 Availability of recreational activities 37 40 77 Diversity of culture/historical attractions 32 38 70 Unspoiled nature 26 42 68 Possibilities for shopping 22 36 58 Night life and entertainment 16 31 47
    11. 11. WV BUSINESS RECALL Unaware of these industries in WV
    12. 12. RELOCATION FACTORS INFLUENCING RELOCATION Very Important Somewhat Important NET Important Cost and quality of housing 73 24 97 Safety, low crime 73 24 97 Higher salary 66 22 88 Having more time for family/hobbies 53 35 88 Balance between work and home 51 35 86 Less commute time 45 35 80 Better business opportunity 47 32 79 Quality outdoor recreation 35 39 74 Proximity to family 42 31 73 Proximity to nature or wildlife 27 41 68 Good education system 46 21 67 Proximity to friends 27 38 65 Stronger community ties 26 39 65 Low business costs 30 32 62 Proximity to entertainment and nightlife 18 28 46
    13. 13. West Virginia’s brand image: <ul><li>Lacks identity (either negative or positive) as a location for business or relocation </li></ul><ul><li>There’s low awareness of the state’s economic diversity </li></ul>
    14. 14. West Virginia’s brand image: <ul><li>Travel destination </li></ul>
    15. 15. West Virginia’s brand opportunity: <ul><li>Focus positioning: </li></ul><ul><ul><li>Safety </li></ul></ul><ul><ul><li>Low cost of living </li></ul></ul><ul><ul><li>Less hectic lifestyle </li></ul></ul>
    16. 16. West Virginia’s brand opportunity: <ul><li>Use the “known” to introduce the state’s “unknown” characteristics. </li></ul><ul><li>Emphasize top companies & highly skilled work force </li></ul>
    17. 17. Show the state’s beauty BIG and BOLD: Talk about our international companies: Show the skilled worker – a key asset
    18. 18. <ul><li>Wonderful West Virginia: </li></ul><ul><li>35,000 subscribers in key markets: </li></ul><ul><li>15,623 out of state – Most live in Maryland, North Carolina, Ohio, Pennsylvania, Virginia and Florida. </li></ul><ul><li>17,569 in state – Every WV county. </li></ul>
    19. 21. High search engine ranking of online articles:
    20. 22. Success Story traffic drives more than one fourth of the traffic to the Come Home site!
    21. 23. <ul><li>West Virginia’s brand opportunity: </li></ul><ul><li>One third of residents of key markets either have family, friend, or colleagues living in the Mountain State. </li></ul>
    22. 32. Kim Harbour, Marketing Director [email_address] Thank You! Questions?
    23. 33. 1. Growing: In 2008, West Virginia’s economy grew three-and-a-half times faster than the rest of the nation. 2. Recommended: By Forbes, Inc., Kiplinger’s Personal Finance and Where to Retire. 3. Location: West Virginia is within overnight trucking distance of more than half the U.S. population and a third of the Canadian population. 4. Profitable: Business costs are 13% below the U.S. average. 5. Productive: The state’s skilled workers are among the nation’s most productive, and turnover rates are some of the lowest in the country. 6. Global: Investments from 23 countries employ more than 20,000 West Virginians. The state’s exports grew by 41% last year—faster than the rest of the country. 7. Popular: 11 million overnight leisure travelers visited the Mountain State last year, contributing $3 billion to the state’s economy. 8. Affordable: The cost of living in West Virginia is 5.4% below the U.S. average. 9. Safe: The state has one of the lowest crime rates in the country. 10. Home: Low property taxes help West Virginia lead the nation in home ownership. The same money buys a much larger home than in other metros. Why West Virginia? Top 10
    24. 35. Next Webcast <ul><li>Topic: “ Measuring What Matters ” </li></ul><ul><ul><li>It’s tough to justify your marketing budget when you don’t know what it’s generating for the company. What are the different types of metrics and how can they help you decide where to invest your precious, limited marketing budget? And how can measuring actually help increase the likelihood that your CEO or CFO will invest more in marketing? </li></ul></ul><ul><li>January 18, 2010 – 12pm – 1pm </li></ul>
    25. 36. Thank you! Email [email_address] with any questions or suggestions