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Northeast OhioMarketing Communications2012 Industry Impact Study         May, 2012
BackgroundWhat:• NOCA approached Neoconomist to update its 2009 Industry Impact Study.Why:• The marketing communications i...
GoalEstimate the size of the area’s marketing  communications industry by targeting:• The number of businesses involved in...
Methodology• NOCA’s common-sense definition of the marketing  communications industry was converted into NAICS codes –  No...
Methodology• The core of the marketing communications  industry was found in two 2-digit NAICS codes:  51 Information  54 ...
Methodology• Related supportive industries were found in  these NAICS codes:  32-33   Printing  42-45   Wholesale/Retail  ...
MethodologyUsing the 6-digit NAICS codes allowed the  industry to be sliced into smaller segments.  •   51     Information...
MethodologyCode 51: Information Industries  51 — Information: ad supported       Newspapers       Other Print (magazines, ...
MethodologyCode 51: Information Industries  51 — Information: Not ad supported          Book publishing          Software ...
MethodologyCode 54: Professional Services  54 — Professional Services: Advertising          Ad agencies          Media buy...
MethodologyCode 54: Professional Services  54 — Professional Services: Other          Graphic design          Computer pro...
MethodologyMarketing Communications Support Services32-33      Printing   56      Telemarketing & trade shows   61      Ed...
MethodologyStudy Included Eight Northeast Ohio Counties:  Ashtabula  Cuyahoga  Geauga  Lake  Lorain  Medina  Portage  Summit
Results  Marketing communications in  Northeast Ohio is a big industry.    • 3,034 businesses    • 44,611 employees    • $...
ResultsWhen compared with the results from the 2009 NOCA study,the Northeast Ohio marketing communications industry haswea...
ResultsWhen compared to 2009, in 2012: Number of businesses:   10% Number of employees:     13%
Results Greater Cleveland-Akron Marketing Communications Industry (59 NAICS)                                              ...
Results        Where marketing communications businesses         rank within in Northeast Ohio                      2009 G...
Results       Where marketing communications ranks in        Northeast Ohio by number of employees                        ...
Impact• The Northeast Ohio marketing communications industry is a  strong, vibrant resource for Ohio’s businesses.• The ma...
www.onenoca.orgwww.ibmag.com
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NOCA Northeast Ohio Marketing Communications 2012 Industry Impact Study

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Goal of the study:

Estimate the size of Northeast Ohio's marketing communications industry by targeting:
The number of businesses involved in the industry.
The number of individuals who work in the industry.
The economic impact of the industry by the size of payroll.

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NOCA Northeast Ohio Marketing Communications 2012 Industry Impact Study

  1. 1. Northeast OhioMarketing Communications2012 Industry Impact Study May, 2012
  2. 2. BackgroundWhat:• NOCA approached Neoconomist to update its 2009 Industry Impact Study.Why:• The marketing communications industry provides a critical support service to regional businesses and organizations.• Demonstrating a strong, vibrant, successful marketing communications industry will help to attract and retain business throughout Northeast Ohio.• NOCA’s mission to make local companies and organizations aware of the breadth and depth of the marketing communications industry in Northeast Ohio.Who:• NOCA — Northeast Ohio Communications Advocates• Neoconomist — Published as an insert within Inside Business magazine.
  3. 3. GoalEstimate the size of the area’s marketing communications industry by targeting:• The number of businesses involved in the industry.• The number of individuals who work in the industry.• The economic impact of the industry by the size of payroll.
  4. 4. Methodology• NOCA’s common-sense definition of the marketing communications industry was converted into NAICS codes – North American Industry Classification System as determined by the U.S. Census Bureau.• NAICS codes slice industries into smaller segments – the more digits, the precise the definitions.• The marketing communications industry was defined by a total of 59 6-digit NAICS codes.• Additional data was pulled from the Census Bureau’s 2009 County Business Patterns data.
  5. 5. Methodology• The core of the marketing communications industry was found in two 2-digit NAICS codes: 51 Information 54 Professional Services – closely related to advertising
  6. 6. Methodology• Related supportive industries were found in these NAICS codes: 32-33 Printing 42-45 Wholesale/Retail 56 Administrative Support 61 Education 71 Performance 81 Miscellaneous
  7. 7. MethodologyUsing the 6-digit NAICS codes allowed the industry to be sliced into smaller segments. • 51 Information • 511 Publishing • 5111 Print Publishing • 511110 Newspaper Publishing • 511120 Periodical (magazine) publishing • 515 Broadcasting • 5151 Radio and TV Broadcasting • 515112 Radio Stations
  8. 8. MethodologyCode 51: Information Industries 51 — Information: ad supported Newspapers Other Print (magazines, et.al.) Broadcast TV Cable Radio Internet Directories & direct mail Out-of-home
  9. 9. MethodologyCode 51: Information Industries 51 — Information: Not ad supported Book publishing Software publishing Motion picture production Sound recording
  10. 10. MethodologyCode 54: Professional Services 54 — Professional Services: Advertising Ad agencies Media buying Media representatives Direct mail Other ad services
  11. 11. MethodologyCode 54: Professional Services 54 — Professional Services: Other Graphic design Computer programming Market research/polling Photography Marketing consulting
  12. 12. MethodologyMarketing Communications Support Services32-33 Printing 56 Telemarketing & trade shows 61 Education Tech and trade schools Fine art schools 71 Performance Independent artists Writers & performers Agents & managers
  13. 13. MethodologyStudy Included Eight Northeast Ohio Counties: Ashtabula Cuyahoga Geauga Lake Lorain Medina Portage Summit
  14. 14. Results Marketing communications in Northeast Ohio is a big industry. • 3,034 businesses • 44,611 employees • $2.0 billion annual payroll – Nearly $45,000 per person
  15. 15. ResultsWhen compared with the results from the 2009 NOCA study,the Northeast Ohio marketing communications industry hasweathered the recession well. 2009 2012 • 2,752 businesses • 3,034 businesses • 39,412 employees • 44,611 employees • Annual payroll not • $2.0 billion annual payroll measured
  16. 16. ResultsWhen compared to 2009, in 2012: Number of businesses: 10% Number of employees: 13%
  17. 17. Results Greater Cleveland-Akron Marketing Communications Industry (59 NAICS) # of Gr Cle-Akr Gr Cle-Akr Greater Cle-Akr Employees NAICS and Sector NAICS Codes Establishments Employees Annual payroll ($Mil) Per Establishment54 Professional Services Total 14 1,489 11,546 $ 607 7.851 Information Total 19 377 10,930 $ 622 29.032-33 Printing & Manufacturing Total 11 372 7,489 $ 275 20.156 Administrative Support Total 4 183 6,221 $ 165 34.042-45 Wholesale/Retail Trade Total 4 267 5,471 $ 226 20.561 Education Total 2 169 1,610 $ 35 9.571 Performance Total 4 167 1,204 $ 54 7.281 Miscellaneous Services Total 1 10 140 $ 4 14.0Marketing Communications Industry 59 3,034 44,611 $ 1,988 14.7Source: 2009 County Business Patterns; NAICS are 6-digitNote: Counties include: Cuyahoga, Ashtabula, Geauga, Lake, Lorain, Medina, Portage, Summit.Note: Employees and annual payroll data for suppressed cells was estimated.
  18. 18. Results Where marketing communications businesses rank within in Northeast Ohio 2009 Greater Cleveland-Akron Establishments By Industry Retail 9,478Health/Soc Asst 7,387Accomod/Food 6,130 Construction 5,872 Fin/Insur 5,223 Wholesale 4,883 Manuf. 4,809 Mktg Comm 3,034 RE/Rental 2,785 Transp/Wrhs 1,751Art/Entnmt/Rec 1,013 Education 908 - 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000
  19. 19. Results Where marketing communications ranks in Northeast Ohio by number of employees 2009 Greater Cleveland-Akron Employment By IndustryHealth/Soc Asst 221,262 Manuf. 167,898 Retail 140,525Accomod/Food 106,141 Fin/Insur 67,600 Wholesale 67,072 Mktg Comm 44,611 Construction 42,804 Education 36,213 Transp/Wrhs 32,970 RE/Rental 19,506Art/Entnmt/Rec 15,823 - 50,000 100,000 150,000 200,000 250,000
  20. 20. Impact• The Northeast Ohio marketing communications industry is a strong, vibrant resource for Ohio’s businesses.• The marketing communications industry provides a critical service to other businesses by supporting the marketing, promotion and sales of their products.• The industry is well stocked with go-to-market core competencies that can accelerate the sales, profits and growth of other industries.• The industry provides opportunities for a new generation high-tech and high-skill jobs.
  21. 21. www.onenoca.orgwww.ibmag.com

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