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North Carolina’s Southeast TAG Meeting
North Carolina Dept. of CommerceMarketing Strategy and ProgramsFebruary 8, 2012
Lynn MingesAssistant Secretary of Tourism, Marketing & Global Branding
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
Marketing Goal
• 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?
Questions
• Generate inquiries• Convert inquiries to leads•Educate prospects about North Carolina’svalue 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
Our Objectives
• Phone inquiries• Web metrics• Leads/potential projects (entered in Salesforce)
• Number of Sits Selection Consultant contacts•Number of Corporate Executive contacts
Measuring Success
Who is our audience?
Site Selection ConsultantsCompany Execu-tives
20%“The Influencers”
80%“The Decision Makers”
What kinds of companies consider North Carolina?
SECTOR # of projects
# of Jobs Amount of Investment
% of Jobs % of Total 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 Communications (ICT)
6 1625 $421,600,000 12.71% 15.96%
Biotechnology/Pharmaceuticals/ Life Sciences
3 292 $64,050,000 2.28% 2.42%
Warehouse/Distribution 4 601 $83,850,000 4.70% 3.17%
Motor Vehicle/Heavy Equipment
10 737 $156,381,000 5.76% 5.92%
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 Trade/Misc
14 555 $154,845,899 4.34% 5.86%
137 12,790 $2,642,161,288
Who does our audience think?
“The Influencers”Site Selection Consultants“The Seekers”
Business Leaders
We also researched what our target audience thinks of North Carolinaby analyzing annual surveys from credible sources like
Site Selection magazine, Area Development, Forbes, CNBC, and Fortune
What message will move our audience?What message will move our audience?Corporate executives involved in site selection decisions
(DCI for NC Commerce, June 2006)
Factor Percent of RespondentsAvailability 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%
What message will move our audience?
• Highways• Labor Costs• Skilled Labor• Incentives• Corporate Taxes• Construction Costs• Energy
What do they need?
Every year they say these same things…
… but those are just a means to an end
They all need a
competitive advantage
Company executives believe people are their most important asset
A key insight
… And it’s their people who give themtheir competitive advantage
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
Consistently ranked among the best business climates in the nation by Forbes, CNBC,
Chief Executive andSite Selection.
For EmployeesAffordable housing, world-
class healthcare, educational opportunities, and an
attractive lifestyle. No. 1 inS.E. USA for in-migration
The Elevator Pitch
North Carolina has the best business climate in America.
Our secret is simple.
When people thrive, business thrives.
Essence Statement
Our secret is simple: When people Thrive, business Thrives.
Additional Research Findings
Qualitative and quantitative research was conducted between November 2010 and January 2011:
1. Focus groups with Location Advisors2. Location Advisors’ Perceptions of North
Carolina online survey3. Corporate Executives’ Perceptions of North
Carolina online survey
Summary
Research
Key Findings among Location Advisors
• The North Carolina brand is strongTop 3 states for Biotechnology/Life Sciences:
35% North Carolina
33% Massachusetts
12% California
Top 3 states for Information and Communications Technology:
38% California
14% Texas
10% Georgia (tie)
10% North Carolina (tie)
Top 3 states for Financial Services:
54% New York
28% North Carolina
5% New Jersey
Research
• Highest ranking site location criteria among Advisors
Lowoverallcosts
Competitive incentives/
tax exemptions
Business-friendly
government
Low overall tax burden
Skilled workers
Efficient transport-
ation systems
Affordable personnel
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
5.5
6.0
5.3
5
5.2
5
5.1
4
5.0
2
4.9
4
4.7
8
4.6
9
4.4
6
4.3
2 4.4
9
4.2
2
4.7
8
4.3
4
4.5
9
Importance to Location Ad-visorsN.C.'s Ranking
Most important criteria, by mean score, all respondents, on a scale of 1-6
Key Findings among Location Advisors
Research
• Lowest ranking site location criteria among Advisors
Low cost occupancy/
construction costs
Managerial/ professional
workers
Worker training
programs
Good K-12 education
Quality of life
Research universities
Funding sources/ financial markets
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
5.5
6.0
4.5
7
4.5
5
4.0
4
3.9
8
3.8
4
3.5
7
3.3
1
4.3
9
4.7
6
4.7
1
3.9
8
4.5
6
5.2
4
3.9
3
Importance to Location Ad-visors
N.C.'s Ranking
Less important criteria, by mean score, all respondents, on a scale of 1-6
Key Findings among Location Advisors
Research
• Importance factor among Advisors vs. North Carolina’s score
Impo
rtan
ce
Key Findings among Location Advisors
North Carolina’s score
Research
• Build on the momentum
78% 78%
68%
44%39%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Seen/heard ad Read a story Met with EDrepresentatives
Received a call Attended anevent
None of theabove
Key Findings among Location Advisors
Exposure to North Carolina’s Marketing
Research
Key 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
Research
Key Findings among Corporate Executives
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
• On the right track with key resources
Research
September 2011 Survey of Corporate Executives
DCI Study“View from Corporate America”
Best State for Business
Ranked No. 2
‘Best in Class’ Economic Development Organization
Ranked No. 2North Carolina Dept. of Commerce
Key Accomplishments
ThriveNC.com (launched May 2010)
Traffic CY 2011:
• 107,130 UniqueVisitors
• 144,944 Total Visits
• 368,420 Pageviews• Avg. time spent on
site: ~ 3+ mins
13,814 Unique Visitors last month (Jan. 2012)
Key Accomplishments
Paid Media
Site Selector Magazine Inserts
NC Business Journal Ad
Online Banner Ad
SmartBrief e-News sponsorships
Direct Mail
Event Invitations to Decision Makers
Customizable Pocket Folders
Key Accomplishments
Weekly E-mail to Site Selectors
Key Accomplishments
Video Testimonials
Key Accomplishments
Red Hat: North Carolina Offers IT Companies a Competitive Advantage
Deere-Hitachi: North Carolina's Business Climate & Operating Costs in North Carolina
Sabo USA: North Carolina's Labor Force
Siemens Energy: Workforce Training in North Carolina & Support for the Energy Industry in North Carolina
Clearwater Paper: North Carolina's Pro-Business Government
Key Accomplishments
New Collateral for each industry sector
ICT BrochureGreen Energy Brochure
Life Sciences Brochure
Key Accomplishments
Client Notebook
Key Accomplishments
Tradeshows
Paris Air Show | Trade Show
BIO, Washington D.C.| Trade Show
Windpower 2011, Anaheim, CA | Trade Show
Key Accomplishments
Signature Events
Experience NC, 2011
Site Consultant Receptions
BIO Reception
Looking Ahead
AccessNC – Greater Engagement with Site Selectors
“North Carolina Economic Data and Site Information”
•New name•New logo/tagline•New mobile application•Greater marketing support
previously
Looking Ahead
AccessNC Mobile App – Launched Last Fall
Building & Site data from mobile devices
◆ iPhone, iPad, Blackberry and Android
Looking Ahead
Continue to Enhance ThriveNC.com
Looking Ahead
Site Selector Direct Mail and Promotions
Personal Invitations
Customizable Folders
Gift Baskets
Tradeshows (FY 2011-2012)
Looking Ahead
• 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
Site Selection Consultant Events• Atlanta, August, 2011• New York, November 2011• Dallas, March 2012• Asheville, Experience North Carolina
Familiarization Tour, April 2012 Corporate Executive Events• Defense Industry Luncheon, June 29, 2011,
Washington, DC, • AUSA 2011 Defense Sector Reception,
October 10, 2011 – Washington, DC• Aviation Week CAM Conference, May
2012 – Charlotte, NC• BIO 2012 Reception, June 18-21, 2012 –
Boston, Massachusetts
Conferences/Seminars• COMS 2011 – Micro Nanotech
Conference, August 28-31, 2011 – Greensboro, NC
• IEDC Annual Conference, Sept. 18-21, 2011
• Main Street Conference, January 2012• North Carolina Nanotechnology
Commercialization Conference, Spring, 2012
• Go Global Road Show (Export Seminars), April 16-20, 2012
International Sales Missions:• Asian Business Development Trip, Fall
2011• European Business Development
Trip, Spring 2012
Events & Sales Missions (FY 2011-2012)
Looking Ahead
Yearly Participation Level Options
Partner Opportunities
P L A T I N U M• All Events – 4
Individuals/event
$25KD I A M O N D• 8 Events – 2
Individuals/event
$15K
G O L D• 6 Events – 1
Individual/event
$10K
S I L V E R• 4 Events – 1
Individual/event
$5K
B R O N Z E• 2 Events – 1
Individual/event
$2.5K
A La Carte option, if available - $500 1 Event – 1 Individual
Strategic Marketing Plan
Visit Partners.ThriveNC.com for more information
North Carolina’s Southeast TAG Meeting
North Carolina Dept. of CommerceMarketing Strategy and ProgramsFebruary 8, 2012
Lynn MingesAssistant Secretary of Tourism, Marketing & Global Branding