Noca Study Feb 2009

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Transcript

  • 1.  
  • 2. NOCA Mission
    • Unite as the marketing communications industry
    • Promote the local marketing communications industry
    • Make decision-makers aware of capabilities of the local marketing communications industry
  • 3. First Step: Research to quantify the industry and gauge its economic impact
    • Marketing communications industry economic impact study
    • The Plain Dealer agreed to help find the answers.
  • 4. Economic impact of the marketing communication industry was measured.
    • Study looked at three criteria of industry size
      • Number of businesses
      • Number of employees
      • Total sales revenue
    • Compared several standard sources that could be monitored and updated over time.
      • Used Economic Census as primary source, but compared estimates with other sources.
  • 5. First challenge: Refine NOCA’s industry definition to access standard data sources
    • NOCA’s common-sense definition of marketing communications industry was converted into NAICS Codes. NAICS Codes are the new version of SIC codes.
    • NAICS codes slice industries into smaller segments– the more digits, the precise the definitions. We wanted 6-digit NAICS codes if possible.
      • 51- Information
        • 511- Publishing
        • 5111 – Print Publishing
        • 511110- Newspaper Publishing
        • 511120- Periodical (magazine) publishing
        • 5112 – Software Publishing
        • 515- Broadcasting
        • 5151- Radio and TV Broadcasting
        • 515112- Radio Stations
  • 6. “ Marketing communications” includes media, professional services & many supportive services Mktg Comm-related 54 Professional Serv Mktg Comm-related 51 Information Industries
    • 54 Prof Serv-Advertising
      • Ad agencies
      • Media Buying
      • Media Reps
      • Direct Mail
      • Other Ad services
    • 51 Information: ad supported
      • Newspapers Other Print Broadcast TV Cable Radio Internet Directories & Mail List
      • Out Of Home
    • 51 Information- Not ad supp.
      • Book publishing Software publishing Motion Picture Prod. Music publishing Sound recording
    • 54 Prof Serv-Other comm.
      • Graphic Design Computer Programming Mkt Research/Polling Photography Marketing Consulting
    • Other Supportive
    • Mktg Comm Services
    • 32-33 Printing Services
    • 56 Telemktg Bureaus &
    • Trade Show Org.
    • 61 Education
      • Tech and Trade Schools Fine Art Schools
    • 71 Performance
      • indep Artists, Writers & Performers Agents & managers
    • 81 Misc: Photo Finishing Labs.
    • The industry includes many high-tech and high skill services.
    • It provides critical services to other industries in marketing and selling their products.
  • 7. For this study, “marketing communication” industry included 52 6-digit NAICS codes
    • Core of the industry was in two 2-digit NAICS codes- 51 Information and 54 Professional Services- closely related to advertising.
    • Related supportive industries were in NAICS 32-33 Printing, 61 Education, 71 Performance, 56 Administrative Support and 81 Misc.
  • 8. Geographical Scope of Study: Eight counties in Northeast Ohio
  • 9. Marketing communications is a big industry- 2,800 businesses in the 8-county area Source: 2002 Economic Census,with Plain Dealer estimates of suppressed data.
  • 10. Here’s how 2,800 marketing communication businesses compare to other industries
  • 11. Marketing communications industry represents 39,000 jobs
    • Equal to the population of Strongsville
    • Many high-skilled jobs and many in emerging technologies
  • 12. Here’s how the industry’s 39,000 jobs compares to other industries in Greater Cleveland
  • 13. Marketing communications generates $5 billion in sales revenue for the region
  • 14. Marketing Communication has more sales revenue than Hospitality, Transportation, Arts-Entertainment Note: Table ranked by receipts. Source: 2002 Economic Census, with Plain Dealer estimates of suppressed data. Note: NOCA’s industries also included within their own (51,54, etc) NAICS codes
  • 15. Conclusions & implications for NOCA
    • We’re a regional asset.
    • Infrastructure of go-to-market core competencies.
    • Opportunities for new generation jobs
    • Incubator of a growing start-up business segment.
    • Promote the industry—locally--regionally
  • 16. Thank you!