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Gen XY
- 1. A STATE OFLIFE by GEN XY BrandNC: A STATE OF LIFE Presentation by GEN XY Jim and Ashley Britton Paul and Courtney Chang
- 2. A STATE OFLIFE by GEN XY NC Essence Statement “North Carolina is a ‘State” of “Life’. A proud collective community forged from our history and building an enhanced future. From ‘First in Flight’ to a leader on the information highway, North Carolina encourages businesses, residents, and visitors to explore opportunities of the great state and its people. For a day or for a lifetime, you’re always welcome.”
- 3. A STATE OFLIFE by GEN XY NC Brand Story: Our history is rooted in adaptation and optimizing opportunities • The “Rip Van Winkle” state has awakened – No longer tobacco dependent – “Good roads state” > “First in Flight” > forefront of IT • The first state university UNC-CH • NASCAR with its roots in the Appalachian region
- 4. A STATE OFLIFE by GEN XY NC Brand Personality • Welcoming/Friendly • Adaptive • Vibrant • Lively • Proud
- 5. A STATE OFLIFE by GEN XY Our Brand Promise: Target Audiences • Businesses • Residents • Visitors
- 6. A STATE OFLIFE by GEN XY NC Brand Promise: Businesses • Growing Population = workforce and consumers • 3 major Combined Statistical Areas with populations over 1.6 million (as of 2012) –Metrolina - 2.45 million –The Triangle - 1.99 million –The Triad - 1.6 million
- 7. A STATE OFLIFE by GEN XY NC Brand Promise: Businesses • Immigration = large growth in diversity • High numbers of people moving from the Northeastern area of the US, Florida and even as far away as California • The current population density allows room to accommodate growing populace. • Future - NC will pass 10.8 million mark in 2020 … 12.3 million by 2030.
- 8. A STATE OFLIFE by GEN XY North Carolina Population • Future - NC will pass 10.8 million mark in 2020 … 12.3 million by 2030
- 9. A STATE OFLIFE by GEN XY NC Brand Promise: Businesses • 2013 CNBC report, NC ranked 12th in the US for business •Forbes ranked NC 4th for business and careers • CNBC - #3 in Workforce, #10 in Tech, #15 in Access to Capital
- 10. A STATE OFLIFE by GEN XY CNBC 2013 Report
- 11. A STATE OFLIFE by GEN XY
- 12. A STATE OFLIFE by GEN XY
- 13. A STATE OFLIFE by GEN XY
- 14. A STATE OFLIFE by GEN XY NC Brand Promise: Businesses • NC has the smallest Union workforce allows for costs 19% below the average • New York - “Open for Business” but ranked 35th
- 15. A STATE OFLIFE by GEN XY NC Brand Promise: Businesses • Currently 12th Enterprising State in US – U. Chamber of Commerce – Maryland #1, Virginia #3, TX #6, GA #9, FL #10 • Opportunities in University Incubators and Technology Transfers • Information Tech • Material Sciences • Medical Diagnostics and Devices • Green Technologies
- 16. A STATE OFLIFE by GEN XY U.S. Chamber of Commerce – Enterprising States
- 17. A STATE OFLIFE by GEN XY NC Brand Promise: Residents • Cost of living in the top half of US • Geography & Climate –Top 10 (#9) for best weather year round • Higher Education – Top 5 in: – Digital Librarianship and Archives, Social Work, Clinical Psychology, Dental, Nursing, Internal Medicine, Veterinary, Pharmacy, Physician Assistant, etc.
- 18. A STATE OFLIFE by GEN XY NC Brand Promise: Residents/Visitors
- 19. A STATE OFLIFE by GEN XY NC Brand Promise: Residents/Visitors
- 20. A STATE OFLIFE by GEN XY NC Brand Promise: Residents • K-12 Education – 7th ranked state by American Legislative Exchange Council. • Based on state academic standards, privatecharter school choice and teacher quality – Room to grow and improve • 28th ranking with C in State Education Policies
- 21. A STATE OFLIFE by GEN XY NC Brand Promise: Residents/Visitors • Cultural enrichment • DPAC is #4 ranked theater in US • College sports • Aquariums - Top 20 by the Travel Channel • Music: –Bluegrass and Southern Soul –Recent pop music success in American Idol –Tennessee – “The Stage is Set for You” NC can compete
- 22. A STATE OFLIFE by GEN XY NC Brand Promise: Residents/Visitors
- 23. A STATE OFLIFE by GEN XY NC Brand Promise: Residents/Visitors • Lifestyle – beaches and mountains • US News - Best family beach vacations in USA – Outer banks • Biltmore and the Blue Ridge Parkway –Top 10 architecture –Most visited winery in the US (600K annually) • NC Yadkin Valley region- top 25 region by size for special soil and climate for wine grapes • Go from the beach to the mountains in one day • SC (more commercialism) VA (Not as ideal)
- 24. A STATE OFLIFE by GEN XY Branding Implementation • Start from within • If you’re constituents aren’t onboard, how can we expect to convince outsiders? • We need to let people know that we are ALL IN. • We are proud of our “State of Life”
- 25. A STATE OFLIFE by GEN XY Branding a lifestyle like Harley-Davidson … • To be a part of this exclusive lifestyle you have to be a stakeholder • Everyone that owns one is proud of it and flaunts it proudly
- 26. A STATE OFLIFE by GEN XY Branding Premise • “I’m NC” declaration of a common bond with the tagline “We’re a State of Life” – Imagery states: “I’m a proudly a part of a state that offers all of this to foster a way of life I find vibrant and fulfilling … don’t you want?” – Suggests something that is undoubtedly only attainable through some tie to the state
- 27. A STATE OFLIFE by GEN XY The Logo • “Make it simple, but significant” • “Simplicity is the ultimate sophistication” • A logo that anyone can recognize that is non- intrusive, gaudy, or overly ornate
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- 29. A STATE OFLIFE by GEN XY Variations
- 30. A STATE OFLIFE by GEN XY More Variations
- 31. A STATE OFLIFE by GEN XY More Variations
- 32. A STATE OFLIFE by GEN XY More Variations
- 33. A STATE OFLIFE by GEN XY Picture this television ad • Visualize persons from diverse backgrounds (education, race, political affiliation) stating two simple words … “I’m NC” • Some are faces we recognize, some we don’t • Highlight a North Carolinian of the day? Week? Year?
- 34. A STATE OFLIFE by GEN XY Social Media (Twitter, Facebook, LinkedIn, Pinterest, Flickr, Instagram) – “Who was that on the latest commercial? Find out at http://bit.ly/imnc” (Facebook, Twitter, LinkedIn) – Where to eat (Twitter) – Local restaurant specials (Facebook, Twitter) – Events (Facebook, Twitter, LinkedIn) – I’M NC group (LinkedIn, Facebook) – Photos (Flickr, Instagram) – Local goods from local businesses/artists (Pinterest)
Editor's Notes
- #3 Life is about what you make of your opportunities To that end, I present our Essence Statement, NC’s Value proposition
- #4 NC history is rooted in adaptation and taking hold of opportunities NASCAR roots in the drivers that ran bootleg whiskey during prohibition in the Appalachian region has now become the 2nd most televised sports franchise (http://www.forbes.com/sites/kurtbadenhausen/2012/02/22/nascar-gets-back-on-track/) Good roads state: http://www.city-data.com/states/North-Carolina-Transportation.html Old tobacco to Technology Good roads from the past are now linking with the roads of the internet. “Where we are going we don’t need roads”
- #5 Welcoming Friendly – well rounded, people, geography (beaches and mountains) 4 distinct seasons (relatively mild winters) Adaptive – Changing from the past (tobacco –still #1 tobacco producing state but in 09 the American Lung Association applauded NC as the first tobacco growing state to prohibit smoking in Restaurants and Bars), textiles, TO pharmaceutical, R+D and manufacturing (unique), Datacenter, Amazon possible fulfillment or customer service centers Vibrant – arts, Nascar, beaches Lively – things to do, see, explore, experience Proud – cultural history, local cuisine, university, hurricanes, panthers, etc Tobacco: 2009 – First tobacco growing state to ban smoking in bars and restaurants - http://www.lung.org/press-room/press-releases/north-carolina-secondhand-smoke-curb.html Amazon investments: http://www.bizjournals.com/charlotte/blog/morning-edition/2014/01/amazon-we-plan-to-invest-in-north-carolina.html http://www.bizjournals.com/charlotte/blog/morning-edition/2014/01/amazon-to-begin-collecting-nc-sales-tax-on-feb-1.html
- #6 Business – workforce, consumers (growing population) pro business govt tax incentives Residents – cost of living, geography and climate, higher ed for kids, beaches, mountains, arts, employment opportunities, Visitors – cultural history, local cuisine, wine country, beaches mountains, Nascar, battle of blues bringing people in, Nascar hall of fame (started here), Panthers, Hornets, breweries
- #7 3 major Combined Statistical Areas with populations over 1.6 million, as of 2012 Metrolina (Charlotte - Gastonia - Salisbury, North Carolina - South Carolina), pop 2.45 million The Triangle (Raleigh - Durham - Chapel Hill, North Carolina), pop 1.99 million The Triad (Greensboro-Winston-Salem-High Point), pop 1.6 million from http://en.wikipedia.org/wiki/North_Carolina_statistical_areas
- #8 North Carolina has seen a large growth in diversity by immigrants from India, Southeast Asia and Latin America. Also high numbers of people moving from the Northeastern area of the US, Florida and even as far away as California. With healthy natural growth and net migration, most likely population growth will continue. The current population density is allows for space to still to accommodate an every growing populace. North Carolina will finally pass the 10.8 million mark in 2020, and then hitting 12.3 million by 2030. from http://worldpopulationreview.com/states/north-carolina-population/
- #9 http://worldpopulationreview.com/states/north-carolina-population/ North Carolina has seen a large growth in diversity, mostly fueled by immigrants from India, Southeast Asia and Latin America. There have also been high numbers of people moving from the Northeastern area of the US, Florida and even as far away as California. With healthy natural growth and net migration, there is nothing apparent that would suggest that the North Carolina population growth will slow down. The population density is significant but there is space still to accommodate an every growing territory. North Carolina will finally pass the 10.8 million mark in 2020, reaching a population of 10.6 million, and then hitting 12.3 million by 2030.
- #10 CNBC report on Business - http://www.cnbc.com/id/100824779 VA – 5, 6 in Workforce, 12 in Tech SC – 23 9 in Workforce, 26 in Tech TN – 13 5 in Workforce, 25 in Tech GA - 8 1 in workforce, 17 in Tech Widest gap with VA in Quality of life and Business friendliness with relative difference lower of 12 http://www.forbes.com/pictures/mli45efejk/4-north-carolina-3/ North Carolina has the smallest union workforce in the U.S. in terms of percent of total employment. The resulting benefit is labor costs that are 19% below the national average—third lowest in the country.
- #23 Aquariums – Top 20 by the travel channel p NC Aquarium at Fort Fisher http://www.travelchannel.com/interests/family/photos/best-aquariums-in-the-us
- #24 Comparatively, SC – With South of the Border, Myrtle Beach is more commercialized and not relaxing. http://www.discoversouthcarolina.com/ VA – not great sand or gulf stream, not same warming http://geography.about.com/od/physicalgeography/a/gulfstream.htm
- #27 “I’m NC” is a declaration - We need to let people know that we are ALL IN.
- #28 Quoting Don Draper from AMC’s ”Mad Men” and Leonardo Da Vinci
- #29 Simple and recognizable as an homage to the university affiliation stickers seen on many cars of alumni and fans alike. So it is not an eyesore. Our informal poll of people living outside of NC proved that most are quick to associate our state with our popular university basketball teams
- #30 Q: Who are the proudest brand ambassadors, quick to adorn their cars and wear emblazoned gear demonstrating their allegiance? A: Sports fans. This campaign would reach local enthusiasts with customized color stickers available. Our collegiate basketball teams are known outside of the state as well as they are internally.
- #31 A “special” subset could utilize partnerships with trademarked entities for a profit driven set of marketing goods for which all proceeds would go back into the campaign
- #32 Just as a university becomes synonymous with just their acronyms, we can modify the logo (to eliminate the NORTH CAROLINA at the bottom) in order to target those with roots and traditions contributing to the NC economy the logo can be modified for businesses to proudly display on their doors/windows to promote customer loyalty for those that want to “keep it local”.
- #34 Picture this … Visualize persons from diverse backgrounds (education, race, political affiliation) stating two simple words … “I’m NC” Local coaches Local pro players (Hurricanes, Panthers) Other local personalities (chefs, government reps, etc) Some are faces we recognize, some we don’t Drive viewers to the website to find out who they are and explore the site Hashtag #imncfaces Highlight a North Carolinian of the day? Week? Year? Michael Jordan and Dean Smith Executive Chef Younes from City Kitchen in Chapel Hill - http://citykitchenchapelhill.com/about/ Kyle Petty Peaches Simpkins – first woman chair of NC State’s University Board of Trustees - http://www.lib.ncsu.edu/archivedexhibits/women/2000.htm