Noca Study Feb 2009


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Noca Study Feb 2009

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