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