Into Somerset Presentation - 04.12.09


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The slideshow used to update Somerset businesses on the work of inward investment agency Into Somerset on 4th December 2009.

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Into Somerset Presentation - 04.12.09

  1. 1. Rupert Cox, Acting CEO Into Somerset Chris Langdon, Business Development Consultant to Into Somerset Into Somerset: 4 th December 2009
  2. 2. Into Somerset Promoting Somerset & encouraging inward investment from key target markets
  3. 3. In this presentation <ul><ul><ul><li>Business requirements for location </li></ul></ul></ul><ul><ul><ul><li>Why Somerset? </li></ul></ul></ul><ul><ul><ul><li>Perception of Somerset </li></ul></ul></ul><ul><ul><ul><li>Target markets </li></ul></ul></ul><ul><ul><ul><li>Creating a Somerset brand </li></ul></ul></ul><ul><ul><ul><li>What next for 2010? </li></ul></ul></ul>
  4. 4. Business Requirements <ul><ul><li>Access to markets </li></ul></ul><ul><ul><li>Easy local travel </li></ul></ul><ul><ul><li>Availability of workforce </li></ul></ul><ul><ul><li>Lifestyle </li></ul></ul><ul><ul><li>Internet & Telecom </li></ul></ul><ul><li>Top 5 factors important for business location </li></ul>
  5. 5. Business Requirements <ul><li>What is meant by “lifestyle”? </li></ul><ul><ul><li>Easy local travel </li></ul></ul><ul><ul><li>Good air quality </li></ul></ul><ul><ul><li>Coast & Country </li></ul></ul><ul><ul><li>Good schools </li></ul></ul><ul><ul><li>Good housing </li></ul></ul>
  6. 6. Why Somerset? <ul><ul><ul><li>Excellent business networks </li></ul></ul></ul><ul><ul><ul><li>£9bn economy </li></ul></ul></ul><ul><ul><ul><li>Low cost of living / rent </li></ul></ul></ul><ul><ul><ul><li>Skilled workforce, fast broadband </li></ul></ul></ul><ul><ul><ul><li>Superb lifestyle (coast & country) </li></ul></ul></ul><ul><ul><ul><li>Road and rail links (1:40 to London) </li></ul></ul></ul><ul><ul><ul><li>Good schools </li></ul></ul></ul>
  7. 7. Perceptions of Somerset Business Location Requirement Lifestyle Internet Access to Markets Easy local travel Workforce Satisfaction 98% 89% 83% 85% 82% Perception 66% 39% 36% 51% 33%
  8. 8. Perceptions of Somerset Lifestyle Requirement Easy local travel Good air quality Coast & country Good schools Good housing Satisfaction 91% 96% 98% 93% 78% Perception 40% 63% 69% 38% 40%
  9. 9. Perceptions of Somerset <ul><li>Top 5 descriptions to define Somerset </li></ul><ul><ul><li>Nice - attractive, beautiful, clean, unspoilt, picturesque </li></ul></ul><ul><ul><li>Rural - countryside / farms </li></ul></ul><ul><ul><li>Lifestyle - nice place to live, pleasant, leisurely </li></ul></ul><ul><ul><li>Cider - apples </li></ul></ul><ul><ul><li>Don’t know – not sure where it is? </li></ul></ul>
  10. 10. Perceptions of Somerset Top 5 Industries associated with Somerset Ex Somerset Response Agriculture Food & Drink Tourism Don’t Know ?? In Somerset Response Agriculture Tourism Food & Drink Aviation Other manufacture
  11. 11. Real Somerset Industry Somerset: 2007 Employment (Full Time Equivalent) Food & Drink (Inc Ag) 18,557 Leisure & Tourism 8,169 Advanced Engineering 7,051 Public admin, Educ, Health 25,074 Manufacturing 31,558 Business Services 32,518
  12. 12. Minehead Bridgwater Taunton Yeovil Frome 4 functional zones of Somerset A 303 Corridor M5 Corridor NE Triangle Lifestyle & Tourism
  13. 13. Target Markets <ul><li>People and Businesses that:- </li></ul><ul><ul><ul><li>add value to the economy, </li></ul></ul></ul><ul><ul><ul><li>are more “mobile” businesses, </li></ul></ul></ul><ul><ul><ul><li>are in strong and growing sectors, </li></ul></ul></ul><ul><ul><ul><li>need what Somerset offers, </li></ul></ul></ul><ul><ul><ul><li>wealth moving west. </li></ul></ul></ul>What kind of business should we target?
  14. 14. Target Markets Emerging Sectors: Energy & Environment Growing Sectors: Business Services Creative Industries Strong Sectors: Advanced Engineering Food & Drink Which sectors should we target?
  15. 15. Target Markets <ul><li>Into Somerset is targeting: </li></ul><ul><li>Five industry sectors </li></ul><ul><li>Higher value, skills, knowledge </li></ul><ul><li>South & East of UK </li></ul><ul><li>25-44 yr old Demographic </li></ul><ul><li>Energy / Nuclear supply chain </li></ul>
  16. 16. Creating the Somerset Brand Old Brand Nice, Rural, Cider, Lifestyle, Don’t know where it is. Agriculture, Tourism, Food & Drink, Don’t know Target Markets 25-44 yr olds High value Entrepreneurs Growing and emerging sectors South & East The Challenge
  17. 17. Creating the Somerset Brand Progressive: Mixing old and new, cutting edge, global customers Traditional : Communities, landscape, food, skills Independent: History, free thinkers, rebellious spirit. Lifestyle: Country, coast, clean air, communities, schools. Entrepreneurial: High start up rates, innovation, collaboration, good survival. Connected: Accessible, London, International, Top Internet. Creative & Cultural: Festivals, crafts, drama, design
  18. 18. Creating the Somerset Brand <ul><li>Promoting Somerset </li></ul><ul><ul><li>Online (Web, Social Media, Case studies) </li></ul></ul><ul><ul><li>Offline (PR, Advertising, Somerset Booklet) </li></ul></ul><ul><ul><li>Business to Business (Ambassadors, Chambers of Commerce & other business networks, supply chain work, sector engagement, agent/developer relationships) </li></ul></ul>INTERNAL MARKETS EXTERNAL MARKETS
  19. 19. Outdoor Campaign
  20. 20. Outdoor Campaign
  21. 21. Outdoor Campaign
  22. 22. Creating the Somerset Brand <ul><li>Business to Business </li></ul><ul><ul><li>Somerset Business Ambassadors </li></ul></ul><ul><ul><li>Target company dialogue </li></ul></ul><ul><ul><ul><li>Advanced Engineering </li></ul></ul></ul><ul><ul><ul><li>Energy & Environmental Tech’ </li></ul></ul></ul><ul><ul><li>Partner commercial property agents </li></ul></ul><ul><ul><ul><li>EG Property Link </li></ul></ul></ul><ul><ul><ul><li>Referral arrangements </li></ul></ul></ul><ul><ul><li>Supply Chain Collaboration </li></ul></ul><ul><ul><ul><li>EDF Energy – construction and nuclear specialists </li></ul></ul></ul>
  23. 23. Into Somerset <ul><li>Following the promotional work </li></ul><ul><ul><li>Enquiry handling </li></ul></ul><ul><ul><ul><li>Tailored service to suit investors </li></ul></ul></ul><ul><ul><li>Facilitation </li></ul></ul><ul><ul><ul><li>Connecting business to the right people (Premises referrals, Econ Dev, Planning, Business Link, Colleges, local business networks) </li></ul></ul></ul><ul><ul><ul><li>Stimulating supply chain </li></ul></ul></ul><ul><ul><li>Following up! </li></ul></ul><ul><ul><ul><li>Good customer care </li></ul></ul></ul>
  24. 24. The Into Somerset Team <ul><ul><li>Rupert Cox – Acting Chief Executive (& CEO of the Somerset Chamber) </li></ul></ul><ul><ul><li>Owen Tebbutt – Marketing Co-ordinator (Secondment from IBM) </li></ul></ul><ul><ul><li>Gerard Tucker – Enquiry Handling Manager (Secondment from South Somerset District Council) </li></ul></ul><ul><ul><li>Chris Langdon –Business Development Consultant </li></ul></ul><ul><ul><li>Kim McDonald – Ambassador Co-ordinator (Somerset Chamber) </li></ul></ul><ul><ul><li>Adrian Bishop (ADPR Ltd) – PR Consultant </li></ul></ul><ul><ul><li>Graham Godwin-Pearson (Mendip Media) Social Media co-ordinator & video case studies </li></ul></ul><ul><ul><li>Halo Media - Website & design </li></ul></ul><ul><ul><li>Officers from the 6 partner local authorities </li></ul></ul>
  25. 25. What’s happening in 2010 <ul><ul><li>Dedicated “Enquiry Handling” resource to achieve the target of 60 businesses supported by end March 2010 </li></ul></ul><ul><ul><li>Continue to grow the Somerset commercial property profile on the web . </li></ul></ul><ul><ul><li>Into Somerset Conference in the spring of 2010 to showcase investors, highlight potential and profile sectors </li></ul></ul><ul><ul><li>Develop the EDF Energy supply chain work including procurement briefings, and contractor events </li></ul></ul><ul><ul><li>Maintain our high levels of success with on-line and off-line marketing – Glastonbury Festival, Investor Case Studies etc. </li></ul></ul>