Sales & Marketing Alignment: How to Synergize for Success
Gv Values
1. Grand Traverse Land Use Study: Values Research Commissioned by: The Grand Vision Mead & Hunt, Inc. Presented by Dee Allsop, PhD Harris Interactive August 5, 2008 J34382
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7. Population of Grand Traverse Region Population Distribution By County Adults Ages 18+ Note: Aggregate sample is weighted to reflect the population distribution in the region.
8. Regional Sample Respondent Profile Total Gender % Male 49 Female 51 Age % 18 - 24 10 25 – 34 12 35 – 44 20 45 – 54 23 55 – 64 14 65+ 21 Ethnicity % Caucasian 95 Black/African American * Hispanic American 1 Asian or Pacific Islander 0 Native American or Alaskan native 1 Other race 2 County % Antrim 12 Benzie 9 Grand Traverse 41 Kalkaska 10 Leelanau 12 Wexford 15 Total Household Income % <$35,000 36 $35,000 - <$50,000 18 $50,000 - <$100,000 26 $100,000+ 8 Decline to answer/Not sure 11 Education % Some high school or less 7 High school graduate 38 Some college/Associate’s degree 33 Bachelor’s degree 12 Graduate work/degree 10 Employment Status % Full-time 51 Part-time 15 Retired 18 Unemployed 2 Student 0 Homemaker 8 Disabled 3 Other 3 Marital Status % Single, never married 20 Married/Living with significant other 62 Separated/Divorced/Widowed 17 Total Child Status % No children 59 Children at home 33 Grown children 8 Ever Worked/Lived on Farm or Orchard % Yes 46 No 54 Currently Work/Live on Farm or Orchard % Yes 11 No 89 Property Ownership % Own 79 Rent 19 Something else 2 Urbanicity % Urban 14 Small town/village 32 Rural 53 Year Round Residence % Year-round resident 92 Seasonal resident 8 Year Round Residence Average (in Years) 26.7
9. Respondent vs. US Profile Grand Traverse Region US % % Ethnicity White 95 75 African Am /Black * 11 Hispanic 1 13 Household Income <$35,000 36 26 $35,000 - <$50,000 18 13 $50,000 - <$100,000 26 29 $100,000+ 8 21 Grand Traverse Region US % % Education HS Grad or less 45 47 Some college 33 27 College grad 12 18 Grad work/ degree 10 9
15. Residents Express More Optimism About Future in Area than Other Americans Q710 Thinking about the overall quality of your life here in the Grand Traverse region, please imagine a ladder with ten steps representing the “ladder of life.“ Let's suppose the top of the ladder, the tenth step, represents the best possible life for you; and the bottom, the first step, the worst possible life for you. On a scale of 1 to 10, on which step of the ladder do you personally stand at the present time? Q715 On which step would you say you stood five years ago? (Regardless of whether or not you lived in the Grand Traverse region five years ago) Q720 Just as your best guess, on which step will you stand in the future, say about five years from now? [ Base: All Respondents (N=547); US (N=2454)] Overall Quality of Life in the Area You Live In (Mean) (10=Best Possible Life 1=Worst Possible Life)
16. Experiences differ by county: Leelanau residents rate their QOL a full point higher than average. Antrim residents believe they will suffer a marked decline in QOL. Overall Quality of Life in the Area You Live In (Mean) (10=Best Possible Life 1=Worst Possible Life) Highest QOL presently and most optimistic about future Lowest QOL presently Least optimistic about future Most optimistic about future change
17. Thinking Long-Term, Nearly Half of GT Residents Optimistic About Future—Fewer Concerned about Decreasing Quality of Life Grand Traverse Region US Q725 Thinking about the quality of life that will be here for your or your friends’ children and grandchildren… do you see their quality of life in the Grand Traverse region increasing or decreasing? [ Base: Qualified Respondents (N=547); US (N=2454) – Note: US data from online study; DK/Refused not offered as an option.] Quality of Life for Children and Grandchildren In Area Where You Live Decreasing Increasing Don’t Know/Refused
18. GT Residents Split Whether Community Headed in Right Direction…More Positive than the Country Grand Traverse Region US Direction of Own Community: Right Direction or Wrong Track Q740 On another subject, do you feel things in your own community today are going in the right direction or do you feel things have pretty seriously gotten off on the wrong track? [ Base: Qualified Respondents (N=547); US (N=2454) – Note: US data from online study; DK/Refused not offered as an option.] Right Direction Wrong Track Don’t Know/Not Sure
19. … However Perspectives Differ By County: Antrim and Kalkaska Largely Negative; Benzie, Leelanau and Grand Traverse Positive Note : Percentages do not equal 100 because Don’t Know/Refused and Not Sure responses not shown. QOL for Children (Inc/Dec) Direction (Right/ Wrong) Orientation % % Total 48/42 52/43 Leelanau (n=79) 53/36 61/35 Benzie (n=76) 60/37 60/36 Antrim (n=81) 25/66 45/53 Grand Traverse (n=163) 53/41 66/37 Wexford (n=74) 46/37 46/51 Kalkaska (n=74) 39/37 34/63
21. GT Residents Favor Economic Growth Over Protecting Environment By Far Smaller Margin Than in US Overall Grand Traverse Area US Q750 Which of the following would you say is more important to the Grand Traverse region? [ Base: Qualified Respondents (N=547); US (N=2454)] Growth Priorities: US & Grand Traverse Region In a Recession!! Protecting the Environment Economic Growth & Development DK/Not Sure
22. Antrim, Kalkaska, Leelanau Residents Support Economic Development At Twice the Rate As Environment Growth Priorities: Grand Traverse Region By County Note : Percentages do not equal 100 because Don’t Know/Refused and Not Sure responses not shown. Protecting Environment Economic Development % % Total 42 53 Antrim (n=81) 33 62 Benzie (n=76) 52 46 Grand Traverse (n=163) 50 44 Kalkaska (n=74) 28 69 Leelanau (n=79) 46 43 Wexford (n=74) 27 68
23. Protecting the Environment Has Become More Important At a Faster Rate Than Economic Growth Growth Priorities Compared with 5 Years Ago: Grand Traverse Region Q750 Which of the following would you say is more important to the Grand Traverse Region? [ Base: Qualified Respondents (N=547)] Q751 Compared with 5 years ago, do you feel that protecting the environment has become…? [ Base: Qualified Respondents (N=244)] Q752 Compared with 5 years ago, do you feel that economic growth and development has become...? [ Base: Qualified Respondents (N=272)] Compared with 5 years ago, do you feel that protecting the environment/economic growth & development has become…? GT More important 74% Neither more nor less important 1% Less important 21% Don’t Know/Ref 4% GT More important 60% Neither more nor less important 4% Less important 32% Don’t Know/Ref 4%
24. Two-thirds of GT Residents Agree Growth Should Occur In Existing Communities Q1205 Below are the opinions of two hypothetical Grand Traverse region residents. Please indicate which opinion comes closest to your own. Is your opinion more like Brown or more like Johnson . Brown prefers that future growth in this region occur mostly in existing communities — increasing overall density Johnson would prefer to see this future growth happen by creating new town centers in undeveloped parts of the Grand Traverse region. [ Base: Qualified Respondents (N=547)] Brown prefers future growth in this region occur mostly in existing communities Johnson prefers to see future growth happen by creating new town centers in undeveloped parts of the GT area Regional Preference 90% of those with Post-BA education support Brown vs. 61% of High School or less AGREE WITH BROWN AGREE WITH JOHNSON Strongly Brown Somewhat Johnson Strongly Johnson Neither like Brown or Johnson Somewhat Brown
25. Majority of GT Residents Support Clustering Homes to Preserve Open Space Q1215 Assume there are two similar communities where you are considering purchasing a new home. Would you…? (1) Choose a community that features homes on larger lots without neighborhood parks or preserved areas (2) Choose a community that preserves open space by clustering homes on smaller lots, creating parks and preserves available to all who live in the community [ Base: Qualified Respondents (N=547)] Option A: Community that preserves open space by clustering homes on smaller lots , creating parks and preserves Option B: Community that features homes on larger lots without neighborhood parks or preserved areas Density – Personal Preference Don’t Know/Refused 7% * CLUSTERING HOMES/SMALLER LOTS LARGER LOTS Support for homes on smaller lots varies significantly based on educational attainment BA or less Grad School Cluster Homes 53% 73% Larger Lots 40% 25%
26. GT Residents Favor Multi-Family Housing By a Narrow Margin % Favor/Oppose Plan to Build Multi-Family Housing in Community/Area Q1216 Apartments, condominiums and town homes are examples of multi-family housing. If there were a plan to build multi-family housing in your community or area, would you favor or oppose this plan? [ Base: Qualified Respondents (N=547)] Favor (NET): 52% Oppose (NET): 43% Note : Percentages do not equal 100 because Don’t Know/Refused and Not Sure responses not shown. Benzie 42% Kalkaska 60% Wexford 44%
27. Affordable Housing and Proximity Top Items Making Multi-Family Housing More Palatable Q1218 Would… make a plan to build multi-family housing more acceptable or less acceptable to you? [ Base: Qualified Respondents (N=547)] % Say Proposal Would Make Multi-Family Housing Much More/Somewhat More Acceptable Grand Traverse County: 65% Grand Traverse Region Providing an Affordable Option to Young People/Seniors 91% Locating it Near Jobs and Shopping 86% Including Sufficient Parking 83% Including Common Areas and Small Parks 83% Providing Low Income Housing Opportunities 81% Increased Public Safety Patrols 78% Including Sufficient Road and Highway Infrastructure 76% Locating it in Built-Up Areas 69% Including Multi-Story Building 54%
28. Walkable Neighborhoods, Short Commutes and Open Space Receive Near Universal Support; Little Support for New Highways Q1210 How much do you agree or disagree with the following growth strategies for the Grand Traverse region? Please note that these strategies are not mutually exclusive. [ Base: Qualified Respondents (N=547)] % Strong Agree/Agree with Strategies For Growth Leelanau 78% Benzie 68% Wexford 47% Kalkaska 44% Antrim 63% Kalkaska 60% Wexford 37% Grand Traverse 55% Kalkaska 28% Wexford 34% Antrim 58%
29. More Educated Residents More Likely to Support Higher Density Housing * New housing and jobs should be spread out to avoid crowding. Density Don’t Know/Refused 2% Q1210 How much do you agree or disagree with the following growth strategies for the Grand Traverse region? Please note that these strategies are not mutually exclusive. [ Base: Qualified Respondents (N=547)] Support for proximity of homes and jobs varies significantly based on educational attainment Some college or less BA or Grad School Agree 68% 45% STRONGLY/SOMEWHAT DISAGREE STRONGLY/SOMEWHAT AGREE
30. Most GT Residents Support Retaining Some of the Dams on the Boardman River, Though One-Quarter Do Not Feel Sufficiently Informed Q1230 Which of the following best describes your view? 1) All of the dams on the Boardman River should be removed 2) All of the dams on the Boardman River should remain in place 3) Some of the dams on the Boardman River should be removed and some should remain in place [ Base: Qualified Respondents (N=547)] Boardman River Dams
32. Nearly Three-Quarter of GT Residents Say Planning is Important… Importance of Long-Range Plan for Growth Q1220 How important is it that the Grand Traverse region have a vision or a long range plan for growth in the region? [ Base: Qualified Respondents (N=547)]
33. … But Fewer than Half Say They Are Doing A Good Job At Planning For the Future Q1220 How would you rate the performance of the Grand Traverse region when it comes to planning and preparing for the future of the region? [ Base: Qualified Respondents (N=547)] Performance in Long-Range Plan for Growth
34. Most GT Residents Unaware of Grand Vision; Those Who Have Heard Have Favorable Impression Awareness and Favorability To “The Grand Vision” Q1240 Have you heard, read or seen anything recently about “The Grand Vision”, a regional development project in northwest Michigan? [ Base: Qualified Respondents (N=547)] Q1245 Has what you heard, read or seen made you feel favorable or unfavorable? [ Base: Aware of “The Grand Vision” (N=176)] Antrim 16% Grand Traverse 32% Kalkaska 40% Kalkaska 92% Favorable Antrim 47% Favorable Has what you heard, read or seen made you feel…? Favorable (NET) 70% Very Favorable 26% Somewhat Favorable 44% Unfavorable (NET) 16% Somewhat Unfavorable 10% Very Unfavorable 6% Don’t Know/Ref 2%
35. GT Residents Prefer Paper Score Card, But Large Minority Would Participate in Vision Decision Online Participation in Vision Decision Q1250 “The Grand Vision” will be asking residents of the Grand Traverse region to share their opinions about the future of the area. Residents will have the choice of sharing their opinions through a paper survey or an online survey. Would you prefer to complete a…? [ Base: Qualified Respondents (N=547)] Note : Percentages do not equal 100 because Don’t Know/Refused responses not shown. Paper Survey Online Survey Would Not Participate % % % Total 55 41 4 Antrim (n=81) 59 27 13 Benzie (n=76) 51 43 5 Grand Traverse (n=163) 47 52 1 Kalkaska (n=74) 60 30 10 Leelanau (n=79) 64 30 3 Wexford (n=74) 64 36 0
37. Values Based Strategic Hinge There is a “strategic hinge” which exists, linking the attributes and benefits of life in the Grand Traverse region to the people Identifying the rational and emotional drivers of this hinge is the purpose of “values” research. Reason Emotion
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39. Positive Ladder Negative Ladder ATTRIBUTE FUNCTIONAL CONSEQUENCE EMOTIONAL CONSEQUENCE VALUE “ I get more joy and happiness out of life” “ Helps keep me in an upbeat mood, more exhilarating.” “ I can go outside and be more social ” “ The beauty of the area - mountains all around ” “ Takes away my joy” “ I don't have an extra hour to be with my child, (not) spending time with him” “ Takes more of my time” “ The traffic is terrible. It’s stop and go and then sometimes it is at a stand still.” VISTA Process: Example Ladders
40. Scenic Beauty Plays Biggest Role in QOL, But Family and Jobs are Top of Mind Most Important Factors in Quality of Life in Grand Traverse Region Q800 Thinking about the quality of life in the Grand Traverse Region, please identify which three of the following factors has the most significant impact on the overall quality of life for you personally. [ Base: Qualified Respondents (N=547)] Total Top of Mind Issues
41. Peace of Mind and Personal Happiness from Scenic Beauty & Access to Outdoors (30%) Key Stakeholder Grand Traverse Scenic Beauty, Outdoor Recreation, Clean Lakes/Rivers, Rural Areas/Open Space Enjoy the Outdoors, Live Healthier Feel Relaxed Less Stressed Leading to Greater Peace of Mind and Personal Happiness
42. Peace of Mind and Personal Happiness from Scenic Beauty & Access to Outdoors (30%) “ We have three children under the age of 5. Being outside is what we do and something we value for our health and peace of mind. We are healthier physically and mentally because we are able to spend so much time outdoors. Playing at the beach, the civic center or biking the trails makes us feel connected with the environment and ourselves.” (ASL Participant) “ I really love having four distinct seasons. It helps me remember the time frame to my past experiences. Also in the winter there are winter activities and a cozy fireplace feeling and then in the summer the warm nights and lush greenness. The crisp smell and crunch in the cool fall air, the smell and air of spring. I love having it all here..” (ASL Participant)
43. Peace of Mind, Belonging and Personal Happiness from Sense of Community and Family (23%) Key Stakeholder Grand Traverse Friendly People/Neighbors, Quiet Neighborhood, Friends/Family in Area, Family-Friendly Environmnt Neighbors Care for Each Other, Can Spend Time w/ Family & Friends Sense of Community and Family Leading to Greater Peace of Mind, Belonging, Personal Happiness
44. Peace of Mind, Belonging and Personal Happiness from Sense of Community and Family (23%) “ The subdivision is filled with wonderful people. We all feel safe and this creates a clean, positive, serene feeling. This makes me feel satisfied that I have done my job in life.” (ASL Participant) “ Our neighborhood is great! We look out for each other. Block party activities built us as a community we want to share and enrich together “ (ASL Participant) “ It’s so peaceful it’s so quiet and relaxing it’s like the outside world does not I interfere with day to day living. No smokestacks, no trash, no crime, the deer feed in our backyard. Simply paradise! Our own little corner.“ (ASL Participant)
45. Peace of Mind, Belonging and Personal Happiness from Sense of Community and Family (23%) Key Stakeholder Grand Traverse Friendly People/Neighbors, Quiet Neighborhood, Friends/Family in Area, Family-Friendly Environmnt Neighbors Care for Each Other, Can Spend Time w/ Family & Friends Sense of Community and Family Leading to Greater Peace of Mind, Belonging, Personal Happiness Children Variation 10%
46. Peace of Mind from Having Good Place for Children (10%) Key Stakeholder Grand Traverse Education System, Friends/Family in Area, Family-Friendly Environmnt, Clean Lakes/Rivers Good Place for Children, Children Become Successful Children Have Better Quality of Life Leading to Greater Peace of Mind
47. Peace of Mind from Having Good Place for Children (10%) We are fortunate to have …access to the water. We enjoy being out on the water kayaking, sailing and fishing. It provides an opportunity for our family to enjoy these activities together and draws our grown children to make trips home form the four corners of the country where they live. The bay provides us with a sense of peace, serenity and great family memories. “ (ASL Participant) “ Our family likes living in the Grand Traverse Region because it allows us to take family trips together and to visit the natural beauty that surrounds us. This gives me a good sense of well being because we can do so many family trips together... “ (ASL Participant)
48. Peace of Mind and Personal Security from Safety (20%) Key Stakeholder Grand Traverse Low Crime, Adequate Infrastructure, Friends/Family in the Area Family is Safe, Roads are Safe Feel Relaxed Less Stressed Leading to Greater Peace of Mind and Personal Security
49. Peace of Mind and Personal Security from Safety (20%) “ The subdivision is filled with wonderful people. We all feel safe and this allows for a serene, comfortable life. Gives me a sense of satisfaction.” (ASL Participant) “ I live in a quiet neighborhood. Before we were not really able to walk around our neighborhood in the big city without fear of getting robbed. Now we walk around and are not scared. This makes me feel happy, peaceful and calm.” (ASL Participant) “ I love the quiet, peaceful ‘Mayberry’ type of towns. Simple living, friendly folks. It just makes you feel safe and enjoy life.” (ASL Participant) “ It is a nice quiet area to have raised a family. It is peaceful and you can enjoy the evenings, watch nature. Watch mother birds have babies, then watch them grow up.” (ASL Participant)
50. Peace of Mind and Personal Security from Jobs and High Cost of Living (18%) Key Stakeholder Grand Traverse High Cost of Living, Jobs Can’t Afford Things Want/Need, Want to Earn More, More Career Opportunities Feel Stressed, Helpless Leading to Less Peace of Mind and Personal Security
51. Peace of Mind and Personal Security from Jobs and High Cost of Living (18%) “ There is a lack of good paying jobs in the area and that makes it hard to give your family a good quality of life. It is tough for us to go out and enjoy other things. We cannot do what we want to do and that creates stress! What is the balance of enjoying the beauty of the area verses the price to pay to live here.” (ASL Participant) “ Hard to do things you enjoy doing all the time, because you can’t afford to do those activities too much.” (ASL Participant) “ Because the jobs don’t pay! They want a Bachelors degree + experience and to pay $10 an hour. Yet I pay $6 grand a year property taxes for my home – so now I work telecommute for another state.” (ASL Participant)
52. Overall, GT Residents Select Similar Values Regardless of County of Residence % Residents of Counties Selected Values Ladder Note : Base size for the counties does not include all respondents. Respondents who did not selected a valid values ladder are omitted. Base sizes are too small for uncover statistically significant differences among counties. Any differences noted are directional in nature only. Outdoors Community/Family Safety Jobs/Cost of Living Children % % % % % Total 30 23 20 18 10 Antrium 45 13 20 16 7 Benzie 32 23 21 21 2 Grand Traverse 31 26 20 12 12 Kalkaska 29 18 16 25 11 Leelanau 22 27 24 20 8 Wexford 24 20 19 27 11
53. Grand Traverse Land Use Study: Values Research Commissioned by: The Grand Vision Mead & Hunt, Inc. Presented by Dee Allsop, PhD Harris Interactive August 5, 2008 J34382
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