Lynn Minges' Presentation at the 2011 NCEDA Midwinter Conference
35
NCEDA 2011 MidWinter Conference MidWinter Conference March 4, 2011 L Mi L ynn Minges Assistant Secretary of Tourism, Marketing & Global Branding
-
Upload
north-carolina-dept-of-commerce -
Category
Business
-
view
751 -
download
2
description
An update on Commerce's marketing activities in 2010-11 and plans for 11-12.
Transcript of Lynn Minges' Presentation at the 2011 NCEDA Midwinter Conference
NCEDA 2011 MidWinter ConferenceMidWinter ConferenceMarch 4, 2011
L MiLynn MingesAssistant Secretary of Tourism, Marketing & Global Branding
Key AccomplishmentsKey Accomplishments
• Thrive Essence Video• ThriveNC.com
Paid Media• Paid Media• Direct Mail• New Collateral• Client Notebook• Tradeshows
Si t E t• Signature Events
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: y p p y pWhen 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:
• 31,000+ visits87 000 i• 87,000+ pageviews
• Avg. time spent on site: 4 mins
Key Accomplishments
Paid Media
NC Business Journal Ad
Online Banner Ad
Site Selector Magazine Inserts
Key Accomplishments
Direct Mail
Event Invitations to Decision Makers
Customizable Pocket Folders
Key Accomplishments
New Collateral for each industry sector
ICT Brochure Green Energy Brochure
Life Sciences Brochure
Key Accomplishments
Client Notebook
Key Accomplishments
Tradeshows
Farnborough Airshow U K | Trade ShowFarnborough Airshow, U.K. | Trade Show
BIO, Chicago | Trade Show
Windpower 2010, Dallas | Trade Show
Key Accomplishments
Signature Events
Experience NC, 2010
BIO Reception
Atlanta Consultant Reception
Research
Summary
Qualitative and quantitative research was conducted between November 2010 and January 2011:
1. Focus groups with Location Advisors2 L ti Ad i ’ P ti f N th C li2. Location Advisors’ Perceptions of North Carolina
online survey3. Corporate Executives’ Perceptions of North Carolina p p
online survey
Focus Groups in New YorkFocus Groups in New York
Research
Key Findings among Location Advisors
• The North Carolina brand is strongTop 3 states for Biotechnology/Life Sciences: Top 3 states for Information and
C i ti T h lgy
35% North Carolina
33% Massachusetts
Communications Technology:
38% California
14% T12% California
14% Texas
10% Georgia (tie)
10% N th C li (ti )
Top 3 states for Financial Services:
54% New York10% North Carolina (tie)
28% North Carolina
5% New Jerseyy
Research
Key Findings among Location Advisors
• On the right track with key resources
Valuable resources used in Advisors research site locations
- 57% Mapping Tools57% Mapping Tools- 51% Websites- 35% Case studies
32% Testimonials- 32% Testimonials- 24% Internet Research/Web Articles- 22% Access to Economic Development contacts
Research
Key Findings among Location Advisors
• Highest ranking site location criteria among Advisors
Most important criteriaMost important criteria, by mean score, all respondents, on a scale of 1‐6
Research
Key Findings among Location Advisors
• Lowest ranking site location criteria among Advisors
Less importantLess important criteria, by mean score, all respondents, on a scale of 1‐6scale of 1 6
Research
Key Findings among Location Advisors
• Importance factor among Advisors vs. North Carolina’s score
North Carolina’s score
Research
Key Findings among Location Advisors
• Build on the momentum
100% Exposure to North Carolina’s Marketing
78% 78%70%80%
90%100% Exposure to North Carolina’s Marketing
68%
44%39%30%
40%50%60%
5%0%
10%20%30%
Seen/heard ad Read a story Met with ED Received a call Attended an None of theSeen/heard ad Read a story Met with EDrepresentatives
Received a call Attended anevent
None of theabove
Research
Key Findings among Corporate Executives
• 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 yearsconsolidating or building new facilities in the next 3 years
Respondents’ Demographic: IndustryRespondents’ Titles/Positions
43%4% 4% 4% 4% 2%
IT/Software 24%Heavy Equipment 15%Banking/Financial Services 9%Food Processing 9%Aerospace/Aviation 7%
23%
43%
8%
8%4%
Aerospace/Aviation 7%Plastics and Chemicals 7%Textiles 7%Trucking & Logistics 7%Automotive 6%
Chief Financial Officer Chief Executive Officer
Vice President, Manufacturing Vice President, Business Development
Vice President, Human Resources Chief Operating Officer Automotive 6%Medical Devices 6%Pharma/Bio 3%
p g
Engineer Administrative Officer
Chief Global Business Officer
Research
Key Findings among Corporate Executives
• Highest ranking site location criteria among Executives
Most important criteria, by mean score, all respondents, on a scale of 1‐6
Research
Key Findings among Corporate Executives
• Less ranking site location criteria among Executives
Less important criteriaLess important criteria, by mean score, all respondents, on a scale of 1‐6
Research
Key Findings among Corporate Executives
• Lowest ranking site location criteria among Executives
Least importantLeast important criteria, by mean score, all respondents, on a scale of 1‐6
Research
Key Findings among Corporate Executives
• Importance factor among Executives vs. North Carolina’s score
North Carolina’s score
Research
Key Findings among Corporate Executives
• On the right track with key resources
Valuable resources used when Executives research site locations- 51% Websites51% Websites- 26% Case studies- 23% Mapping Tools- 19% Testimonials- 19% Testimonials- 17% Word of Mouth- 15% Web Articles
Key AccomplishmentsLooking Ahead
• Enhance ThriveNC.com• Site Selector E-Newsletter
Direct Mail and Promotions• Direct Mail and Promotions• N.C. Economic Development Guide• EDIS Enhancement• Tradeshows• Events & Sales Missions
Looking Ahead
Continue to Enhance ThriveNC.com
Addition of video testimonials
Looking Ahead
Site Selector E-Newsletter
Looking Ahead
Direct Mail and Promotions
Customizable Folders
Gift Baskets
Personal Invitations
Looking Ahead
N.C. Economic Development Guide (print and online)
Looking Ahead
EDIS Enhancement
New name, logo/tagline development and mobile application:
AccessNCAccessNC
“North Carolina Economic Data and Site Information”
Looking Ahead
Tradeshows (2011 & 2012)
• European Wind Energy Conference and Exhibition, March 14-17, 2011 - Brussels, Belgium
• AWEA Windpower 2011, May 22-25, 2011 – Anaheim, California
• International Air Show Exhibit June 20 26 2011 Le Bourget France• International Air Show Exhibit, June 20-26, 2011 – Le Bourget, France
• BIO 2011, June 26-29, 2011 – Washington, DC
• Solar Power International Trade Show, Oct. 18-20, 2011 – Dallas, Texas
• European Wind Energy Conference and Exhibition, April 16-19, 2012 - Copenhagen, Denmark
• Game Developers Conference, Spring 2012 – San Francisco, California
• AWEA Windpower, Atlanta Georgia, June 3-6, 2012 – Atlanta, Georgia
• BIO 2012, Boston, MA, June 18-21, 2012 – Boston, Massachusetts
Looking Ahead
Events & Sales Missions (2011 & 2012)
Site Selection Consultant/Corporate Executive Events:
• Silicon Valley Area Information Technology Promotional Luncheon, March 10, 2011
• North Carolina Nanotechnology Conference, March 29-30, 2011 –Charlotte NC
International Sales Missions:
• Asian Business Development Trip, Oct. 10-14, 2011
• European Business Development Trip, Nov. 2-4, 2011Charlotte, NC
• Experience North Carolina Event, April 3-5, 2011 – Pinehurst, NC
• North Carolina Aerospace Executive Forum, May 5, 2011 –Monroe, NC
• BIO 2011 Reception, June 28, 2011 – Washington, DC
• European Business Development Trip, May 14-25, 2012
Signature Events:
• North Carolina Aerospace Executive Forum May 5p , , g ,
• 2011 Atlanta Site Selection Consultant Event (Luncheon), August, 2011
• Greater Washington, DC Area Site Selection Consultant Event, June 29, 2011
• New York Site Selection Consultant Event (Luncheon or
North Carolina Aerospace Executive Forum, May 5, 2011 – Monroe, NC
• North Carolina Nanotechnology Commercialization Conference, March 29-30, 2011 – Charlotte, NC
• International Go Global Road Show (Export Seminar• New York Site Selection Consultant Event (Luncheon or Reception), September 2011
• Dallas Site Selection Consultant Event (Luncheon), March 2012
• Experience North Carolina Event, April 2012
• Aerospace Executive Forum, May 2012
International Go Global Road Show (Export Seminar Series), March 28-April 1, 2011 – locations across the state
• NC Main Street Conference, January 2012
• International Go Global Road Show, April 16-20, 2012p , y
• BIO 2012 Reception, June 18-21, 2012 – Boston, Massachusetts
International Go Global Road Show, April 16 20, 2012
Strategic Marketing Plan
Visit Partners.ThriveNC.com for more information
在北卡羅來納州的商業繁榮在北卡羅來納 商業繁榮Thrive in North Carolina Commercial for China
NCEDA 2011 MidWinter ConferenceMidWinter ConferenceMarch 4, 2011
L MiLynn MingesAssistant Secretary of Tourism, Marketing & Global Branding
Partners.ThriveNC.com
