Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Into Somerset Presentation - 04.12.09


Published on

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

Published in: Business
  • Be the first to comment

  • Be the first to like this

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>