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Branding Rochester NY Survey 2012

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I developed this survey to stimulate discussion and consensus on how the Rochester, NY MSA could talk about itself in a consistent way that would be compelling to current and potential residents.

I developed this survey to stimulate discussion and consensus on how the Rochester, NY MSA could talk about itself in a consistent way that would be compelling to current and potential residents.

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  • 1. + Branding Rochester Survey Results Conducted by Brad VanAuken Global brand consultant Author, Brand Aid
  • 2. + Background  Survey conducted online between July 4, 2012 and October 7, 2012  People solicited through social media (Facebook, LinkedIn, AdHub and email solicitations; targeted groups focused on Rochester, NY)  452 people started the survey  383 (84.7%) people completed the survey  Slides in which you see or indicate how people who were not born and raised in Rochester differed in their responses from those who were born and raised in Rochester  N = at the bottom of each page indicates the number of people who completed the question on that page
  • 3. N = 449
  • 4. N = 447
  • 5. N = 256
  • 6. N = 438
  • 7. + Other Reason Live in Rochester (open-ended responses)  Moved here as a child due to parent’s job (4)  A job (3)  Met spouse/partner here (2)  Friends/relatives live here (2)  Spouse is a student here (2)  Best Upstate city (2)  Don’t live here (2) N = 30
  • 8. N = 377
  • 9. N = 379
  • 10. N = 378
  • 11. N = 382
  • 12. N = 352
  • 13. N = 430
  • 14. 73.7% VS. 64.4%74.1% VS. 63.9% 32.3% VS. 19.6%N = 430
  • 15. 55.2% VS. 64.4% 51.3% VS. 60.8% 45.7% VS. 55.7%44.8% VS. 54.6% 31.5% VS. 40.7% N = 430
  • 16. + Rochester’s Greatest Assets (word cloud)N = 52
  • 17. + What are Rochester’s Greatest Assets? (other responses)  Smart people live here, intellectual/entrepreneurial capital (5)  Jazz (Xerox Rochester International Jazz Festival, Exodus to Jazz) (5)  Arts & culture (4)  High tech work, great companies to work for (4)  Good suburban schools (3)  Water supply (3)  Lack of catastrophic weather (3)N = 52
  • 18. + What are Rochester’s Greatest Assets? (other responses)  Great restaurants (3)  Strong spiritual community (3)  Good healthcare (2)  Great for cyclists (2)  Good place for artists and musicians (2)  Natural beauty (2)  Genesee River (2)  Social justice tradition (2)  George Eastman House (2)N = 52
  • 19. N = 422
  • 20. 37.7% VS. 53.5%N = 422
  • 21. + Assets Rochester is Not Leveraging Well – Other (word cloud) N = 44
  • 22. + Assets Rochester is Not Leveraging Well – Other (open-ended responses)  Affordability (5)  Don’t know (4)  World-class culture/arts (3)  Lack of career opportunities (2)  Quality of workforce (2)  Creative class/high tech (2)  Abundant water supply (2)  Short commute times (2)  Cultural diversity (2)  Poor community is a blight (2)N = 44
  • 23. + Best Part About Living Here (word cloud)N = 329
  • 24. + What do you like best about Rochester? What is the best part about living here? (open-ended response)  Can get anywhere in 20 minutes, easy to get around, lack of traffic (84)  Thriving arts/cultural assets (83)  Affordable, low cost of living (48)  Nice/moderate weather, four seasons, great summers (44)  Small town feel, medium sized city, big city amenities/culture (40)  Warm, friendly, educated, smart, creative people (38)  Lots to do (34) N = 329
  • 25. + What do you like best about Rochester? What is the best part about living here? (open-ended response)  Great place to raise a family (27)  Great schools (27)  Affordable housing (26)  High quality of life (26)  Pleasant, hassle-free living environment (25)  Four-season outdoor recreational opportunities (21)  Music, jazz, RPO (18)  Scenic countryside/natural beauty (15) N = 329
  • 26. + What do you like best about Rochester? What is the best part about living here? (open-ended response)  Good food/restaurants (15)  Close to other places of interest (NYC, Toronto, Canada, Boston, Cleveland, Adirondacks, Thousand Islands, etc.) (15)  My family is here (15)  Finger Lakes (12)  Festivals (12)  Cultural diversity (11)  Close to friends (11) N = 329
  • 27. + What do you like best about Rochester? What is the best part about living here? (open-ended response)  Parks (10)  Quality/high tech jobs (10)  Interesting, walkable city neighborhoods (Park Avenue, South Wedge) (10)  Nice, safe, quiet suburbs (10)  Wegmans (9)  Lake Ontario, lakes (9)  Access to water (7) N = 329
  • 28. + What do you like best about Rochester? What is the best part about living here? (open-ended response)  Opportunities for intellectual growth (7)  Rural/farm country close by (6)  Shopping (6)  Public Market (5)  Safe weather (5)  Quality healthcare (5)  Rich history (4)  Woods, trails (4) N = 329
  • 29. + What do you like best about Rochester? What is the best part about living here? (open-ended response)  Cycling opportunities (3)  Sports, sporting events (3)  Affordable golfing opportunities (3)  Stable/resilient economic environment (3)  George Eastman House (3)  Local food scene (2)  Beautiful homes (2)  Erie Canal (2)  Clean (2) N = 329
  • 30. N = 424
  • 31. 53.3% VS. 37.2%N = 424
  • 32. 60.7% VS. 71.2% 40.6% VS. 50.8% 7.9% VS. 19.4% 7.9% VS. 17.8% N = 424
  • 33. N = 404 1 = not important, 2 = somewhat unimportant, 3 = somewhat important, 4 = important, 5 = very important
  • 34. 2.78 VS. 3.01 2.45 VS. 2.68N = 404 1 = not important, 2 = somewhat unimportant, 3 = somewhat important, 4 = important, 5 = very important
  • 35. N = 404
  • 36. 1 = not at all, 2 = very slightly, 3 = moderately, 4 = greatly, 5 = very greatlyN = 391
  • 37. 4.05 vs. 3.83 3.75 vs. 3.46 3.51 vs. 3.23 1 = not at all, 2 = very slightly, 3 = moderately, 4 = greatly, 5 = very greatly N = 391
  • 38. 3.37 VS. 3.66 1 = not at all, 2 = very slightly, 3 = moderately, 4 = greatly, 5 = very greatlyN = 391
  • 39. N = 391
  • 40. + Amenity Importance vs. Delivery Good job opportunities Many spectator sports 5 Good medical care Ample nightlife Affordable housing Beautiful architecture 4 Low crime Ample shopping opportunities Good school systems 3 Diverse population Low cost of living 2 Temperate climate Attractive neighborhoods Importance 1 Delivery Vibrant downtown Friendly peopleNumerous colleges and universities Well educated population Importance: 1 = not important, 2 Low taxes Short commutes = somewhat unimportant, 3 = somewhat important, 4 = Outdoor recreational opportunities Scenic beauty important, 5 = very important Many places to go and things to do on Abundant cultural amenities the weekends Good restaurants Clean highways and public spaces Delivery: 1 = not at all, 2 = very slightly, 3 = moderately, 4 = N = 404, 391 greatly, 5 = very greatly
  • 41. N = 371 Note: “Compelling” is the most important attribute followed by “Unique”
  • 42. + Attracting Residents (word cloud)N = 241
  • 43. + How do you think Rochester should talk about itself to attract and keep the greatest number of residents? (open-ended response)  Outstanding arts & culture (54)  Great place to raise a family (41)  Affordable, low cost of living (33)  Great schools (22)  Less negativity, focus on the positive, be proud (21)  Colleges and universities, good higher education (21)  Short, easy commutes (20)  Innovative, entrepreneurial spirit (17) N = 241
  • 44. + How do you think Rochester should talk about itself to attract and keep the greatest number of residents? (open-ended response)  Big city assets, small town feel (16)  High quality of life (15)  Smart, educated population (15)  Affordable housing (15)  Scenic, natural beauty (14)  Science, technology (13)  Need more job opportunities (12)  Friendly people (11) N = 241
  • 45. + How do you think Rochester should talk about itself to attract and keep the greatest number of residents? (open-ended response)  Comfortable, easy place to live (11)  Outdoor recreational opportunities (11)  Music (9)  Finger Lakes (9)  Reduce taxes (9)  Lots to do (8)  Good restaurants/food (7)  Moderate weather, four seasons, nice summers, no severe weather (7) N = 241
  • 46. + How do you think Rochester should talk about itself to attract and keep the greatest number of residents? (open-ended response)  Progressive city (7)  Rich history (of pioneers) (7)  Safe, low crime (6)  Make Rochester more attractive to young people (6)  Cultural diversity (6)  Creative people (6)  Easy access to other cities (Toronto, NYC) (5)  Good healthcare (5) N = 241
  • 47. + How do you think Rochester should talk about itself to attract and keep the greatest number of residents? (open-ended response)  Vibrant, high energy (4)  Intellectually stimulating (4)  Quality/educated workforce (4)  Water (4)  Wegmans (3)  Clean (3)  Stable economy, reinvents itself (3) N = 241
  • 48. + How do you think Rochester should talk about itself to attract and keep the greatest number of residents? (open-ended response)  On the rise (3)  Stimulating, inspiring (2)  Sophisticated (2)  Bike-friendly (2)  Parks (2)  Festivals (2)  Clean up litter (2) N = 241
  • 49. + Attracting Tourists (word cloud)N = 240
  • 50. + How do you think Rochester should talk about itself to attract the greatest number of tourists? (open-ended response)  Gateway to the Finger Lakes (60)  Arts & culture (59)  (Music) festivals & events (52)  Wineries/wine tours (43)  Water, Lake Ontario, lakes, river, beaches (39)  Music, jazz (38)  Scenery, outdoor spaces/activities (36)  History, historical sites (27) N = 240
  • 51. + How do you think Rochester should talk about itself to attract the greatest number of tourists? (open-ended response)  Food, restaurants (17)  Museums (12)  George Eastman House (12)  (State) parks (11)  Erie Canal (10)  Proximity to other places (Buffalo, Niagara Falls, Niagara-on- the-Lake, Toronto) (9)  Strong Museum (8) N = 240
  • 52. + How do you think Rochester should talk about itself to attract the greatest number of tourists? (open-ended response)  Friendly people (8)  Sports (7)  RMSC (7)  Wegmans (6)  Colleges (6)  Affordable (5)  Nightlife (4)  Theater, shows (4) N = 240
  • 53. + How do you think Rochester should talk about itself to attract the greatest number of tourists? (open-ended response)  Golf (3)  Fix Main Street, clean up beach (2)  Architecture (2)  Shopping (2)  Performing arts (2) N = 240
  • 54. + Rochester’s Quality Clusters Big city Progressive, div erse, sophisticat culture, music, ar ed, stimulating ts Affordable, hass le free, easy Friendly Excellent schools/universities, smart/highly Innovative, creat educated ive, entrepreneu people, science and rial technology Scenic beauty, water, Fi Food, wine nger , wineries Lakes, outdoor recreation
  • 55. + Thank you! Questions?

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