Department of Commerce presentation

327 views

Published on

Published in: Business, Health & Medicine
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
327
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Department of Commerce presentation

  1. 1. North Carolina’s Southeast TAG MeetingNorth Carolina Dept. of CommerceMarketing Strategy and ProgramsFebruary 8, 2012Lynn MingesAssistant Secretary of Tourism,Marketing & Global Branding
  2. 2. Marketing Goal Position North Carolina as a preferred business location in order to generate inquiries and leads that will result in new business investment and jobs for the citizens of our state
  3. 3. Questions • What are we trying to accomplish? • Who is our audience? • What message will move our audience? • What vehicles will best deliver the message? • What resources do we have? • How will we measure success?
  4. 4. Our Objectives • Generate inquiries • Convert inquiries to leads • Educate prospects about North Carolina’s value as a business location • Leverage state resources • Engage economic development partners • Utilize research to guide marketing messaging and investments • Benchmark best practices • Measure effectiveness/report outcomes
  5. 5. Measuring Success • Phone inquiries • Web metrics • Leads/potential projects (entered in Salesforce) • Number of Sits Selection Consultant contacts • Number of Corporate Executive contacts
  6. 6. Who is our audience? “The Influencers” 20% Site Selection Consultants Company Executives 80% Makers” “The Decision
  7. 7. What kinds of companies consider North Carolina? SECTOR # of # of Jobs Amount of % of Jobs % of Total projects Investment Investment Financial Services 7 1995 $37,350,000 15.6% 1.41% Chemicals/Plastics/Rubber 27 2075 $932,963,605 16.22% 35.31% Information and 6 1625 $421,600,000 12.71% 15.96% Communications (ICT) Biotechnology/Pharmaceutical 3 292 $64,050,000 2.28% 2.42% s/ Life Sciences Warehouse/Distribution 4 601 $83,850,000 4.70% 3.17% Motor Vehicle/Heavy 10 737 $156,381,000 5.76% 5.92% Equipment Aerospace/Aviation 5 786 $93,270,000 6.15% 3.53% Textiles 16 1030 $162,936,287 8.05% 6.17% Furnishings 9 966 $17,500,000 7.55% 0.66% Advanced Manufacturing 16 704 $150,495,000 5.50% 5.70% Food/Agriculture 12 760 $158,585,497 5.94% 6.0% Energy 8 664 $208,334,000 5.19% 7.88% Construction/Specialty 14 555 $154,845,899 4.34% 5.86% Trade/Misc 137 12,790 $2,642,161,288
  8. 8. Who does our audience think? Business Leaders Site Selection Consultants “The Seekers” “The Influencers” We also researched what our target audience thinks of North Carolina by analyzing annual surveys from credible sources like Site Selection magazine, Area Development, Forbes, CNBC, and Fortune
  9. 9. What message will move our audience? What message will move our audience? Corporate executives involved in site selection decisions Factor Percent of Respondents Availability of skilled workers 53% Access to affordable personnel 53% Efficient transportation systems 51% Business-friendly government 50% Low overall costs 47% Competitive incentives/tax exemptions 40% Availability of managerial/professional workers 34% Low overall tax burden 34% Overall quality of life (cultural and rec. amenities, crime rate, etc.) 20% Low occupancy and/or construction costs 14% Availability of worker training programs through the local community college system 12% Other (Proximity to customers) 9% Availability of good K-12 education 7% Presence of research universities 3% Proximity to funding sources/financial markets 3% Other 3% (DCI for NC Commerce, June 2006)
  10. 10. What message will move our audience?
  11. 11. What do they need? Every year they say these same things… • Highways • Labor Costs • Skilled Labor • Incentives • Corporate Taxes • Construction Costs • Energy … but those are just a means to an end
  12. 12. They all need acompetitive advantage
  13. 13. A key insight Company executives believe people are their most important asset … And it’s their people who give them their competitive advantage
  14. 14. Our message North Carolina gives you a competitive advantage because we have a better climate for your business and your people It’s believable. For business For Employees Consistently ranked among Affordable housing, world- the best business climates in class healthcare, educational the nation by Forbes, CNBC, opportunities, and an Chief Executive and attractive lifestyle. No. 1 in Site Selection. S.E. USA for in-migration
  15. 15. The Elevator Pitch North Carolina has the best business climate in America. Our secret is simple. When people thrive, business thrives.
  16. 16. Essence Statement Our secret is simple: When people Thrive, business Thrives.
  17. 17. Additional Research FindingsSummary Qualitative and quantitative research was conducted between November 2010 and January 2011: 1. Focus groups with Location Advisors 2. Location Advisors’ Perceptions of North Carolina online survey 3. Corporate Executives’ Perceptions of North Carolina online survey
  18. 18. ResearchKey Findings among Location Advisors • The North Carolina brand is strong Top 3 states for Biotechnology/Life Sciences: Top 3 states for Information and Communications Technology: 35% North Carolina 38% California 33% Massachusetts Top 3 states for Financial 14% Texas 12% California Services: 10% Georgia (tie) 54% New York 10% North Carolina (tie) 28% North Carolina 5% New Jersey
  19. 19. ResearchKey Findings among Location Advisors • Highest ranking site location criteria among Advisors 6.0 Most important 5.5 criteria, by mean 5.0 score, all respondents, on 5.35 5.25 5.14 a scale of 1-6 5.02 4.5 4.94 4.78 4.69 4.78 4.49 4.59 4.46 4.0 4.34 4.22 4.32 3.5 3.0 2.5 Importance to Location Advisors 2.0 N.C.s Ranking 1.5 1.0 Low Competitive Business- Low overall Skilled Efficient Affordable overall incentives/ friendly tax burden workers transport- personnel costs tax government ation exemptions systems
  20. 20. ResearchKey Findings among Location Advisors • Lowest ranking site location criteria among Advisors 6.0 5.5 Less important criteria, by mean 5.0 score, all 5.24 4.5 respondents, on a 4.71 4.76 scale of 1-6 4.56 4.0 4.57 4.55 4.39 3.98 3.5 4.04 3.93 3.98 3.84 3.57 3.0 3.31 2.5 Importance to Location Advisors 2.0 N.C.s Ranking 1.5 1.0 Low cost Managerial/ Worker Good K-12 Quality Research Funding occupancy/ professional training education of life universities sources/ construction workers programs financial costs markets
  21. 21. ResearchKey Findings among Location Advisors • Importance factor among Advisors vs. North Carolina’s score North Carolina’s score
  22. 22. ResearchKey Findings among Location Advisors • Build on the momentum 100% 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
  23. 23. 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
  24. 24. 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
  25. 25. ResearchSeptember 2011 Survey of Corporate Executives DCI Study “View from Corporate America” Best State for Business Ranked No. 2 ‘Best in Class’ Economic Development Organization North Carolina Dept. of Commerce Ranked No. 2
  26. 26. Key AccomplishmentsThriveNC.com (launched May 2010) Traffic CY 2011: • 107,130 Unique Visitors • 144,944 Total Visits • 368,420 Pageviews • Avg. time spent on site: ~ 3+ mins 13,814 Unique Visitors last month (Jan. 2012)
  27. 27. Key AccomplishmentsPaid Media Online Banner AdNC Business Journal Ad SmartBrief e-News sponsorships Site Selector Magazine Inserts
  28. 28. Key AccomplishmentsDirect Mail Event Invitations to Decision Makers Customizable Pocket Folders
  29. 29. Key AccomplishmentsWeekly E-mail to Site Selectors
  30. 30. Key AccomplishmentsVideo Testimonials Deere-Hitachi: North Siemens Energy: Workforce Carolinas Business Climate Training in North Carolina & & Operating Costs in North Support for the Energy Carolina Industry in North Carolina Red Hat: North Carolina Offers IT Companies a Competitive Advantage Clearwater Paper: North Carolinas Sabo USA: North Carolinas Labor Force Pro-Business Government
  31. 31. Key Accomplishments New Collateral for each industry sector Green Energy Brochure ICT BrochureLife Sciences Brochure
  32. 32. Key AccomplishmentsClient Notebook
  33. 33. Key AccomplishmentsTradeshows Paris Air Show | Trade Show BIO, Washington D.C.| Trade Show Windpower 2011, Anaheim, CA | Trade Show
  34. 34. Key AccomplishmentsSignature Events Experience NC, 2011 BIO Reception Site Consultant Receptions
  35. 35. Looking AheadAccessNC – Greater Engagement with Site Selectors “North Carolina Economic Data and Site Information” previously •New name •New logo/tagline •New mobile application •Greater marketing support
  36. 36. Looking AheadAccessNC Mobile App – Launched Last Fall Building & Site data from mobile devices iPhone, iPad, Blackberry and Android
  37. 37. Looking AheadContinue to Enhance ThriveNC.com
  38. 38. Looking AheadSite Selector Direct Mail and Promotions Customizable Folders Gift Baskets Personal Invitations
  39. 39. Looking AheadTradeshows (FY 2011-2012) • International Air Show Exhibit, June 20-26, 2011 – Le Bourget, France • BIO 2011, June 26-29, 2011 - Washington, DC • AUSA Defense Trade Show, October 10-12, 2011 – Washington, DC • Solar Power International Trade Show, Oct. 18-20, 2011 – Dallas, TX • 10th World Drug Manufacturing Summit, Nov. 29-Dec. 1 – Berlin • RILA 2012 Retail Logistics, Feb. 19-22, 2012 – Dallas, TX • BIO 2012, Boston, MA, June 18-21, 2012 – Boston, Massachusetts • International Air Show Exhibit, July 9-15, 2012 – Farnborough, UK
  40. 40. Looking AheadEvents & Sales Missions (FY 2011-2012)Site Selection Consultant Events Conferences/Seminars• Atlanta, August, 2011 • COMS 2011 – Micro Nanotech• New York, November 2011 Conference, August 28-31, 2011 –• Dallas, March 2012 Greensboro, NC• Asheville, Experience North Carolina • IEDC Annual Conference, Sept. 18-21, 2011 Familiarization Tour, April 2012 • Main Street Conference, January 2012 • North Carolina NanotechnologyCorporate Executive Events Commercialization Conference, Spring, 2012• Defense Industry Luncheon, June 29, 2011, Washington, DC, • Go Global Road Show (Export Seminars), April 16-20, 2012• AUSA 2011 Defense Sector Reception, October 10, 2011 – Washington, DC• Aviation Week CAM Conference, May 2012 – International Sales Missions: Charlotte, NC • Asian Business Development Trip, Fall 2011• BIO 2012 Reception, June 18-21, 2012 – • European Business Development Boston, Massachusetts Trip, Spring 2012
  41. 41. Partner OpportunitiesYearly Participation Level Options$25K PLATINUM • All Events – 4 Individuals/event$15K DIAMOND • 8 Events – 2 Individuals/event$10K GOLD • 6 Events – 1 Individual/event$5K SILVER • 4 Events – 1 Individual/event$2.5K BRONZE • 2 Events – 1 Individual/event A La Carte option, if available - $500 1 Event – 1 Individual
  42. 42. Strategic Marketing PlanVisit Partners.ThriveNC.com for more information
  43. 43. North Carolina’s Southeast TAG MeetingNorth Carolina Dept. of CommerceMarketing Strategy and ProgramsFebruary 8, 2012Lynn MingesAssistant Secretary ofTourism, Marketing & Global Branding

×