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Branding Rochester

Survey Results

Conducted by Brad VanAuken

Global brand consultant

Author, Brand Aid

+Background

Survey conducted online between July 4, 2012 and October 7, 2012

People solicited through social media (Facebook, LinkedIn, AdHuband email solicitations; targeted groups focused on Rochester, NY)

452 people started the survey

383 (84.7%) people completed the survey

Slides in which you see or indicate how people who were not born and raised in Rochester differed in their responses from those who were born and raised in Rochester

N = at the bottom of each page indicates the number of people who completed the question on that page

N = 449

N = 447

N = 256

N = 438

+Other Reason Live in Rochester

(open-ended responses)

Moved here as a child due to parent’s job (4)

A job (3)

Met spouse/partner here (2)

Friends/relatives live here (2)

Spouse is a student here (2)

Best Upstate city (2)

Don’t live here (2)

N = 30

N = 377

N = 379

N = 378

N = 382

N = 352

N = 430

N = 430

74.1% VS. 63.9%

73.7% VS. 64.4%

32.3% VS. 19.6%

N = 430

31.5% VS. 40.7%

44.8% VS. 54.6%

45.7% VS. 55.7%

55.2% VS. 64.4% 51.3% VS. 60.8%

+Rochester’s Greatest Assets (word

cloud)

N = 52

+What are Rochester’s Greatest

Assets? (other responses)

Smart people live here, intellectual/entrepreneurial capital (5)

Jazz (Xerox Rochester International Jazz Festival, Exodus to Jazz) (5)

Arts & culture (4)

High tech work, great companies to work for (4)

Good suburban schools (3)

Water supply (3)

Lack of catastrophic weather (3)

N = 52

+What are Rochester’s Greatest

Assets? (other responses)

Great restaurants (3)

Strong spiritual community (3)

Good healthcare (2)

Great for cyclists (2)

Good place for artists and musicians (2)

Natural beauty (2)

Genesee River (2)

Social justice tradition (2)

George Eastman House (2)

N = 52

N = 422

N = 422

37.7% VS. 53.5%

+Assets Rochester is Not Leveraging

Well – Other (word cloud)

N = 44

+Assets Rochester is Not Leveraging Well

– Other (open-ended responses)

Affordability (5)

Don’t know (4)

World-class culture/arts (3)

Lack of career opportunities (2)

Quality of workforce (2)

Creative class/high tech (2)

Abundant water supply (2)

Short commute times (2)

Cultural diversity (2)

Poor community is a blight (2)

N = 44

+Best Part About Living Here (word

cloud)

N = 329

+What do you like best about Rochester? What is the

best part about living here? (open-ended response)

Can get anywhere in 20 minutes, easy to get around, lack of traffic (84)

Thriving arts/cultural assets (83)

Affordable, low cost of living (48)

Nice/moderate weather, four seasons, great summers (44)

Small town feel, medium sized city, big city amenities/culture (40)

Warm, friendly, educated, smart, creative people (38)

Lots to do (34)

N = 329

+What do you like best about Rochester? What is the

best part about living here? (open-ended response)

Great place to raise a family (27)

Great schools (27)

Affordable housing (26)

High quality of life (26)

Pleasant, hassle-free living environment (25)

Four-season outdoor recreational opportunities (21)

Music, jazz, RPO (18)

Scenic countryside/natural beauty (15)

N = 329

+What do you like best about Rochester? What is the

best part about living here? (open-ended response)

Good food/restaurants (15)

Close to other places of interest (NYC, Toronto, Canada,

Boston, Cleveland, Adirondacks, Thousand Islands, etc.) (15)

My family is here (15)

Finger Lakes (12)

Festivals (12)

Cultural diversity (11)

Close to friends (11)

N = 329

+What do you like best about Rochester? What is the

best part about living here? (open-ended response)

Parks (10)

Quality/high tech jobs (10)

Interesting, walkable city neighborhoods (Park Avenue, South

Wedge) (10)

Nice, safe, quiet suburbs (10)

Wegmans (9)

Lake Ontario, lakes (9)

Access to water (7)

N = 329

+What do you like best about Rochester? What is the

best part about living here? (open-ended response)

Opportunities for intellectual growth (7)

Rural/farm country close by (6)

Shopping (6)

Public Market (5)

Safe weather (5)

Quality healthcare (5)

Rich history (4)

Woods, trails (4)

N = 329

+What do you like best about Rochester? What is the

best part about living here? (open-ended response)

Cycling opportunities (3)

Sports, sporting events (3)

Affordable golfing opportunities (3)

Stable/resilient economic environment (3)

George Eastman House (3)

Local food scene (2)

Beautiful homes (2)

Erie Canal (2)

Clean (2)

N = 329

N = 424

N = 424

53.3% VS. 37.2%

N = 424

7.9% VS. 19.4%

7.9% VS. 17.8%

60.7% VS. 71.2%

40.6% VS. 50.8%

N = 404 1 = not important, 2 = somewhat unimportant, 3 = somewhat important, 4 = important, 5 = very important

N = 404 1 = not important, 2 = somewhat unimportant, 3 = somewhat important, 4 = important, 5 = very important

2.78 VS. 3.01

2.45 VS. 2.68

N = 404

N = 3911 = not at all, 2 = very slightly, 3 = moderately, 4 = greatly, 5 = very greatly

N = 3911 = not at all, 2 = very slightly, 3 = moderately, 4 = greatly, 5 = very greatly

4.05 vs. 3.83

3.75 vs. 3.46

3.51 vs. 3.23

N = 391

1 = not at all, 2 = very slightly, 3 = moderately, 4 = greatly, 5 = very greatly

3.37 VS. 3.66

N = 391

+Amenity Importance vs. Delivery

1

2

3

4

5Good job opportunities

Good medical care

Affordable housing

Low crime

Good school systems

Low cost of living

Attractive neighborhoods

Friendly people

Well educated population

Short commutes

Scenic beauty

Abundant cultural amenities

Clean highways and public spacesGood restaurants

Many places to go and things to do on the weekends

Outdoor recreational opportunities

Low taxes

Numerous colleges and universities

Vibrant downtown

Temperate climate

Diverse population

Ample shopping opportunities

Beautiful architecture

Ample nightlife

Many spectator sports

Importance

Delivery

N = 404, 391

Delivery: 1 = not at all, 2 = very

slightly, 3 = moderately, 4 =

greatly, 5 = very greatly

Importance: 1 = not important, 2

= somewhat unimportant, 3 =

somewhat important, 4 =

important, 5 = very important

N = 371 Note: “Compelling” is the most important attribute followed by “Unique”

+Attracting Residents (word cloud)

N = 241

+How do you think Rochester should talk about itself to

attract and keep the greatest number of residents?

(open-ended response)

Outstanding arts & culture (54)

Great place to raise a family (41)

Affordable, low cost of living (33)

Great schools (22)

Less negativity, focus on the positive, be proud (21)

Colleges and universities, good higher education (21)

Short, easy commutes (20)

Innovative, entrepreneurial spirit (17)

N = 241

+How do you think Rochester should talk about itself to

attract and keep the greatest number of residents?

(open-ended response)

Big city assets, small town feel (16)

High quality of life (15)

Smart, educated population (15)

Affordable housing (15)

Scenic, natural beauty (14)

Science, technology (13)

Need more job opportunities (12)

Friendly people (11)

N = 241

+How do you think Rochester should talk about itself to

attract and keep the greatest number of residents?

(open-ended response)

Comfortable, easy place to live (11)

Outdoor recreational opportunities (11)

Music (9)

Finger Lakes (9)

Reduce taxes (9)

Lots to do (8)

Good restaurants/food (7)

Moderate weather, four seasons, nice summers, no severe weather (7)

N = 241

+How do you think Rochester should talk about itself to

attract and keep the greatest number of residents?

(open-ended response)

Progressive city (7)

Rich history (of pioneers) (7)

Safe, low crime (6)

Make Rochester more attractive to young people (6)

Cultural diversity (6)

Creative people (6)

Easy access to other cities (Toronto, NYC) (5)

Good healthcare (5)

N = 241

+How do you think Rochester should talk about itself to

attract and keep the greatest number of residents?

(open-ended response)

Vibrant, high energy (4)

Intellectually stimulating (4)

Quality/educated workforce (4)

Water (4)

Wegmans (3)

Clean (3)

Stable economy, reinvents itself (3)

N = 241

+How do you think Rochester should talk about itself to

attract and keep the greatest number of residents?

(open-ended response)

On the rise (3)

Stimulating, inspiring (2)

Sophisticated (2)

Bike-friendly (2)

Parks (2)

Festivals (2)

Clean up litter (2)

N = 241

+Attracting Tourists (word cloud)

N = 240

+How do you think Rochester should talk about itself to

attract the greatest number of tourists? (open-ended

response)

Gateway to the Finger Lakes (60)

Arts & culture (59)

(Music) festivals & events (52)

Wineries/wine tours (43)

Water, Lake Ontario, lakes, river, beaches (39)

Music, jazz (38)

Scenery, outdoor spaces/activities (36)

History, historical sites (27)

N = 240

+How do you think Rochester should talk about itself to

attract the greatest number of tourists? (open-ended

response)

Food, restaurants (17)

Museums (12)

George Eastman House (12)

(State) parks (11)

Erie Canal (10)

Proximity to other places (Buffalo, Niagara Falls, Niagara-on-

the-Lake, Toronto) (9)

Strong Museum (8)

N = 240

+How do you think Rochester should talk about itself to

attract the greatest number of tourists? (open-ended

response)

Friendly people (8)

Sports (7)

RMSC (7)

Wegmans (6)

Colleges (6)

Affordable (5)

Nightlife (4)

Theater, shows (4)

N = 240

+How do you think Rochester should talk about itself to

attract the greatest number of tourists? (open-ended

response)

Golf (3)

Fix Main Street, clean up beach (2)

Architecture (2)

Shopping (2)

Performing arts (2)

N = 240

+Rochester’s Quality Clusters

Affordable, hass

le free, easy

Friendly

Excellent

schools/universities,

smart/highly

educated

people, science and

technology Scenic

beauty, water, Fi

nger

Lakes, outdoor

recreation

Progressive, div

erse, sophisticat

ed, stimulating

Innovative, creat

ive, entrepreneu

rial

Big city

culture, music, ar

ts

Food, wine

, wineries

+

Thank you!Questions?