Lynn Minges' Presentation at the 2011 NCEDA Midwinter Conference
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Lynn Minges' Presentation at the 2011 NCEDA Midwinter Conference

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An update on Commerce's marketing activities in 2010-11 and plans for 11-12.

An update on Commerce's marketing activities in 2010-11 and plans for 11-12.

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Lynn Minges' Presentation at the 2011 NCEDA Midwinter Conference Lynn Minges' Presentation at the 2011 NCEDA Midwinter Conference Presentation Transcript

  • NCEDA 2011MidWinter ConferenceMarch 4, 2011Lynn MiL MingesAssistant Secretary of Tourism,Marketing & Global Branding
  • Key Accomplishments • Thrive Essence Video • ThriveNC.com • Paid Media • Direct Mail • New Collateral • Client Notebook • Tradeshows • Signature E Si t Events t
  • Key Accomplishments Essence Statement: North Carolina has the tangibles that businesses need as well as a lifestyle that helps employees flourish. Our secret is simple: y p p y p When people Thrive, business Thrives. We understand that in today’s global economy, people are your greatest source of competitive advantage—happy, fulfilled employees are more productive employees. From our business resources to our human resources to our natural resources, we offer businesses what they need to create a competitive advantage and Thrive.
  • Key AccomplishmentsThriveNC.com (launched May 2010) Since launch: • 31,000+ visits • 87,000+ 87 000 pageviews i • Avg. time spent on site: 4 mins
  • Key AccomplishmentsPaid Media Online Banner AdNC Business Journal Ad Site Selector Magazine Inserts
  • Key AccomplishmentsDirect Mail Event Invitations to Decision Makers Customizable Pocket Folders
  • Key Accomplishments New Collateral for each industry sector Green Energy Brochure ICT BrochureLife Sciences Brochure
  • Key AccomplishmentsClient Notebook
  • Key AccomplishmentsTradeshows Farnborough Airshow U K | Trade Show Airshow, U.K. BIO, Chicago | Trade Show Windpower 2010, Dallas | Trade Show
  • Key AccomplishmentsSignature Events Experience NC, 2010 BIO Reception Atlanta Consultant Reception
  • ResearchSummary Qualitative and quantitative research was conducted between November 2010 and January 2011: 1. Focus groups with Location Advisors 2. Location Ad i 2 L ti Advisors’ P ’ Perceptions of N th C li ti f North Carolina online survey 3. Corporate Executives’ Perceptions of North Carolina p p online survey
  • Focus Groups in New York
  • ResearchKey Findings among Location Advisors • The North Carolina brand is strong Top 3 states for Biotechnology/Life Sciences: gy Top 3 states for Information and Communications Technology: C i ti T h l 35% North Carolina 38% California 33% Massachusetts Top 3 states for Financial 14% T Texas 12% California Services: 10% Georgia (tie) 54% New York 10% North Carolina (tie) N th C li (ti ) 28% North Carolina y 5% New Jersey
  • ResearchKey Findings among Location Advisors • On the right track with key resources Valuable resources used in Advisors research site locations - 57% Mapping Tools - 51% Websites - 35% Case studies - 32% Testimonials - 24% Internet Research/Web Articles - 22% Access to Economic Development contacts
  • ResearchKey Findings among Location Advisors • Highest ranking site location criteria among Advisors Most important criteria,  Most important criteria by mean score, all  respondents, on a scale  of 1‐6
  • ResearchKey Findings among Location Advisors • Lowest ranking site location criteria among Advisors Less important  Less important criteria, by mean  score, all  respondents, on a  scale of 1 6 scale of 1‐6
  • ResearchKey Findings among Location Advisors • Importance factor among Advisors vs. North Carolina’s score North Carolina’s score
  • ResearchKey Findings among Location Advisors • Build on the momentum 100% Exposure to North Carolina’s Marketing Exposure to North Carolina’s Marketing 90% 80% 70% 78% 78% 60% 68% 50% 40% 44% 30% 39% 20% 10% 5% 0% Seen/heard ad Read a story Met with ED Received a call Attended an None of the representatives event above
  • ResearchKey Findings among Corporate Executives • Total of 74 participating Corporate Executives: - 68 involved in corporate location decisions - 49 indicate their company is planning on relocating, expanding, consolidating or building new facilities in the next 3 years Respondents’ Titles/Positions Respondents’ Demographic: Industry 4% 4% 4% 2% 4% 43% 8% IT/Software 24% Heavy Equipment 15% 8% 23% Banking/Financial Services 9% Food Processing 9% Aerospace/Aviation 7% Plastics and Chemicals 7% Chief Financial Officer Chief Executive Officer Textiles 7% Vice President, Manufacturing Vice President, Business Development Trucking & Logistics 7% Vice President, Human Resources Chief Operating Officer p g Automotive 6% Engineer Administrative Officer Medical Devices 6% Chief Global Business Officer Pharma/Bio 3%
  • ResearchKey Findings among Corporate Executives • Highest ranking site location criteria among Executives Most important  criteria, by mean  score, all respondents,  on a scale of 1‐6
  • ResearchKey Findings among Corporate Executives • Less ranking site location criteria among Executives Less important criteria,  Less important criteria by mean score, all  respondents, on a scale  of 1‐6
  • ResearchKey Findings among Corporate Executives • Lowest ranking site location criteria among Executives Least important  Least important criteria, by mean  score, all respondents,  on a scale of 1‐6
  • ResearchKey Findings among Corporate Executives • Importance factor among Executives vs. North Carolina’s score North Carolina’s score
  • ResearchKey Findings among Corporate Executives • On the right track with key resources Valuable resources used when Executives research site locations - 51% Websites - 26% Case studies - 23% Mapping Tools - 19% Testimonials - 17% Word of Mouth - 15% Web Articles
  • Looking AheadKey Accomplishments • Enhance ThriveNC.com • Site Selector E-Newsletter • Direct Mail and Promotions • N.C. Economic Development Guide • EDIS Enhancement • Tradeshows • Events & Sales Missions
  • Looking AheadContinue to Enhance ThriveNC.com Addition of video testimonials
  • Looking AheadSite Selector E-Newsletter
  • Looking AheadDirect Mail and Promotions Customizable Folders Gift Baskets Personal Invitations
  • Looking AheadN.C. Economic Development Guide (print and online)
  • Looking AheadEDIS Enhancement New name, logo/tagline development and mobile application: AccessNC “North Carolina Economic Data and Site Information”
  • Looking AheadTradeshows (2011 & 2012) • European Wind Energy Conference and Exhibition, March 14-17, 2011 - Brussels, Belgium • AWEA Windpower 2011, May 22-25, 2011 – Anaheim, California • International Air Show Exhibit, June 20 26 2011 – Le Bourget France Exhibit 20-26, Bourget, • BIO 2011, June 26-29, 2011 – Washington, DC • Solar Power International Trade Show, Oct. 18-20, 2011 – Dallas, Texas • European Wind Energy Conference and Exhibition, April 16-19, 2012 - Copenhagen, Denmark • Game Developers Conference, Spring 2012 – San Francisco, California • AWEA Windpower, Atlanta Georgia, June 3-6, 2012 – Atlanta, Georgia • BIO 2012, Boston, MA, June 18-21, 2012 – Boston, Massachusetts
  • Looking Ahead Events & Sales Missions (2011 & 2012)Site Selection Consultant/Corporate Executive Events: International Sales Missions:• Silicon Valley Area Information Technology Promotional • Asian Business Development Trip, Oct. 10-14, 2011 Luncheon, March 10, 2011 • European Business Development Trip, Nov. 2-4, 2011• North Carolina Nanotechnology Conference, March 29-30, 2011 – Charlotte, Charlotte NC • European Business Development Trip, May 14-25, 2012• Experience North Carolina Event, April 3-5, 2011 – Pinehurst, NC• North Carolina Aerospace Executive Forum, May 5, 2011 – Monroe, NC Signature Events:• BIO 2011 Reception, June 28, 2011 – Washington, DC p , , g , • North Carolina Aerospace Executive Forum May 5 Forum, 5,• 2011 Atlanta Site Selection Consultant Event (Luncheon), August, 2011 – Monroe, NC 2011 • North Carolina Nanotechnology Commercialization• Greater Washington, DC Area Site Selection Consultant Event, Conference, March 29-30, 2011 – Charlotte, NC June 29, 2011• New York Site Selection Consultant Event (Luncheon or • International Go Global Road Show (Export Seminar Reception), September 2011 Series), March 28-April 1, 2011 – locations across the state• Dallas Site Selection Consultant Event (Luncheon), March 2012• Experience North Carolina Event, April 2012 • NC Main Street Conference, January 2012• Aerospace Executive Forum, May 2012 p , y • International Go Global Road Show, April 16 20, 2012 16-20,• BIO 2012 Reception, June 18-21, 2012 – Boston, Massachusetts
  • Strategic Marketing PlanVisit Partners.ThriveNC.com for more information
  • 在北卡羅來納在北卡羅來納州的商業繁榮 商業繁榮Thrive in North Carolina Commercial for China
  • NCEDA 2011MidWinter ConferenceMarch 4, 2011Lynn MiL MingesAssistant Secretary of Tourism,Marketing & Global Branding Partners.ThriveNC.com