2011 NC Economic Development Board Presentation

North Carolina Economic

Development BoardApril 15, 2011

Lynn Minges

Assistant Secretary of Tourism,

Marketing & Global Branding

• Thrive Essence Video

• ThriveNC.com

• Paid Media

• Direct Mail

• New Collateral

• Client Notebook

• Tradeshows

• Signature Events

Key AccomplishmentsKey Accomplishments

Key AccomplishmentsKey Accomplishments

Essence Statement:

North Carolina has the tangibles that businesses need as well

as a lifestyle that helps employees flourish. Our secret is simple:

When people Thrive, business Thrives. We understand that in

today’s global economy, people are your greatest source of

competitive advantage—happy, fulfilled employees are more

productive employees. From our business resources to our

human resources to our natural resources, we offer businesses

what they need to create a competitive advantage and Thrive.

Key Accomplishments

ThriveNC.com (launched May 2010)

Since launch:

• 43,000+ visits

• 125,000+ pageviews

• Avg. time spent on site: 3+ mins

Key Accomplishments

Paid Media

Site Selector Magazine Inserts

NC Business Journal Ad

Online Banner Ad

Direct Mail

Event Invitations to

Decision Makers

Customizable Pocket Folders

Key Accomplishments

Key Accomplishments

New Collateral for each industry sector

ICT BrochureGreen Energy Brochure

Life Sciences Brochure

Key Accomplishments

Client Notebook

Key Accomplishments

Tradeshows

Farnborough Airshow, U.K. | Trade Show

BIO, Chicago | Trade Show

Windpower 2010, Dallas | Trade Show

Key Accomplishments

Signature Events

Experience NC, 2011

Atlanta Consultant Reception

BIO Reception

Research

Qualitative and quantitative research was conducted between November 2010 and January 2011:

1. Focus groups with Location Advisors

2. Location Advisors’ Perceptions of North Carolina

online survey

3. Corporate Executives’ Perceptions of North Carolina

online survey

Summary

Focus Groups in New York

Research

Key Findings among Location Advisors

• The North Carolina brand is strong

Top 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


• 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

• Highest ranking site location criteria among Advisors

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

5.5

6.0

Lowoverallcosts

Competitive incentives/

taxexemptions

Business-friendly

government

Low overall tax burden

Skilled workers

Efficient transport-

ation systems

Affordable personnel

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 Advisors

N.C.'s Ranking

Most important criteria, by mean score, all respondents, on a scale of 1-6


Research

• Lowest ranking site location criteria among Advisors

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

5.5

6.0

Low cost occupancy/

construction costs

Managerial/ professional

workers

Worker training

programs

Good K-12 education

Quality of life

Research universities

Funding sources/ financial markets

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 Advisors

N.C.'s Ranking

Less important criteria, by mean score, all respondents, on a scale of 1-6


Research

• Importance factor among Advisors vs. North Carolina’s score


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 ED

representatives

Received a call Attended an

event

None of the

above


Exposure to North Carolina’s Marketing

Research

• Total of 74 participating Corporate Executives:

- 68 involved in corporate location decisions

- 49 indicate their company is planning on relocating, expanding, consolidating or building new facilities in the next 3 years

Key Findings among Corporate Executives

Respondents’ Demographic: Industry

IT/Software 24%

Heavy Equipment 15%

Banking/Financial Services 9%

Food Processing 9%

Aerospace/Aviation 7%

Plastics and Chemicals 7%

Textiles 7%

Trucking & Logistics 7%

Automotive 6%

Medical Devices 6%

Pharma/Bio 3%

Respondents’ Titles/Positions

23%

43%

8%

8%

4%4% 4% 4% 2%

Chief Financial Officer Chief Executive Officer

Vice President, Manufacturing Vice President, Business Development

Vice President, Human Resources Chief Operating Officer

Engineer Administrative Officer

Chief Global Business Officer

Research

• Highest ranking site location criteria among Executives

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

5.5

6.0

Low overall costs

Affordable personnel

Business-friendly

government

Skilled workers

Overall tax

burden

5.0

0

4.7

5

4.7

2

4.6

8

4.6

2

3.9

2

4.0

6

3.9

6

4.1

1

3.7

3

Importance to Corporate Executives

N.C.'s Ranking

Most important criteria, by mean score, all respondents, on a scale of 1-6


Research

• Less ranking site location criteria among Executives

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

5.5

6.0

Managerial/ professional

workers

Occupancy/ construction

costs

Efficient transportation

systems

Competitive incentives/

tax exemptions

Quality of Life

4.6

1

4.5

7

4.4

4

4.4

0

4.2

6

4.3

3

3.7

7

4.0

2

3.8

0

4.2

7


N.C's Ranking

Less important criteria, by mean score, all respondents, on a scale of 1-6


Research

• Lowest ranking site location criteria among Executives

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

5.5

6.0

Good K-12 education

Worker training programs

Research universities

Funding sources/ financial markets

3.8

7

3.2

9

2.5

8 2.5

7

3.7

9 3.9

2 4.3

5

3.6

2


N.C.'s Ranking

Least important criteria, by mean score, all respondents, on a scale of 1-6


Research

• Importance factor among Executives vs. North Carolina’s score


North Carolina’s score

Research


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

Key AccomplishmentsLooking Ahead

• Enhance ThriveNC.com

• Video Testimonials

• Site Selector E-Newsletter

• Site Selector Direct Mail and Promotions

• N.C. Economic Development Guide

• EDIS Enhancement

• Tradeshows

• Events & Sales Missions

Looking Ahead

Continue to Enhance ThriveNC.com

Key AccomplishmentsLooking Ahead - Video Testimonials

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

Looking Ahead

Site Selector E-Newsletter

Looking Ahead

Site Selector Direct Mail and Promotions

Personal Invitations

Customizable Folders

Gift Baskets

Looking Ahead

N.C. Economic Development Guide (print and online)

Looking Ahead

EDIS Enhancement

“North Carolina Economic Data and Site Information”

New name, logo/tagline development and mobile application:

Tradeshows (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, Texas

• Game Developers Conference, Spring 2012 – San Francisco, California

• AWEA Windpower 2012, June 3-6, 2012 – Atlanta

• 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

• Silicon Valley Area Information Technology

Promotional Luncheon, March, 2012

• Aerospace Executive Forum, May 2012

• 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 (2011 & 2012)

Looking Ahead

Strategic Marketing Plan

Visit Partners.ThriveNC.com for more information

在北卡羅來納州的商業繁榮Thrive in North Carolina Commercial for China

April 15, 2011

Lynn Minges

Assistant Secretary of Tourism,

Marketing & Global Branding

Partners.ThriveNC.com

North Carolina Economic

Development Board

2011 NC Economic Development Board Presentation

Business

Transcript of 2011 NC Economic Development Board Presentation