1. North Carolina’s Southeast TAG Meeting
North Carolina Dept. of Commerce
Marketing Strategy and Programs
February 8, 2012
Lynn Minges
Assistant Secretary of Tourism,
Marketing & Global Branding

2. Marketing Goal
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

3. Questions
• 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?

4. Our Objectives
• Generate inquiries
• Convert inquiries to leads
• Educate prospects about North Carolina’s
value 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

5. Measuring Success
• Phone inquiries
• Web metrics
• Leads/potential projects (entered in Salesforce)
• Number of Sits Selection Consultant contacts
• Number of Corporate Executive contacts

6. Who is our audience?
“The Influencers”
20%
Site Selection
Consultants
Company
Executives
80% Makers”
“The Decision

7. What kinds of companies consider North Carolina?
SECTOR # of # of Jobs Amount of % of Jobs % of Total
projects Investment 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 6 1625 $421,600,000 12.71% 15.96%
Communications (ICT)
Biotechnology/Pharmaceutical 3 292 $64,050,000 2.28% 2.42%
s/ Life Sciences
Warehouse/Distribution 4 601 $83,850,000 4.70% 3.17%
Motor Vehicle/Heavy 10 737 $156,381,000 5.76% 5.92%
Equipment
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 14 555 $154,845,899 4.34% 5.86%
Trade/Misc
137 12,790 $2,642,161,288

8. Who does our audience think?
Business Leaders Site Selection Consultants
“The Seekers” “The Influencers”
We also researched what our target audience thinks of North Carolina
by analyzing annual surveys from credible sources like
Site Selection magazine, Area Development, Forbes, CNBC, and Fortune

9. What message will move our audience?
What message will move our audience?
Corporate executives involved in site selection decisions
Factor Percent of Respondents
Availability 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%
(DCI for NC Commerce, June 2006)

10. What message will move our audience?

11. What do they need?
Every year they say these same things…
• Highways
• Labor Costs
• Skilled Labor
• Incentives
• Corporate Taxes
• Construction Costs
• Energy
… but those are just a means to an end

12. They all need a
competitive advantage

13. A key insight
Company executives believe people are their
most important asset
… And it’s their people who give them
their competitive advantage

14. 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 For Employees
Consistently ranked among Affordable housing, world-
the best business climates in class healthcare, educational
the nation by Forbes, CNBC, opportunities, and an
Chief Executive and attractive lifestyle. No. 1 in
Site Selection. S.E. USA for in-migration

15. The Elevator Pitch
North Carolina has the best business
climate in America.
Our secret is simple.
When people thrive, business thrives.

16. Essence Statement
Our secret is simple: When people Thrive, business Thrives.

17. Additional Research Findings
Summary
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

18. Research
Key Findings among Location Advisors
• The North Carolina brand is strong
Top 3 states for
Biotechnology/Life Sciences: Top 3 states for Information and
Communications Technology:
35% North Carolina
38% California
33% Massachusetts
Top 3 states for Financial 14% Texas
12% California Services:
10% Georgia (tie)
54% New York
10% North Carolina (tie)
28% North Carolina
5% New Jersey

19. Research
Key Findings among Location Advisors
• Highest ranking site location criteria among Advisors
6.0
Most important
5.5
criteria, by mean
5.0 score, all respondents, on
5.35
5.25
5.14
a scale of 1-6
5.02
4.5
4.94
4.78
4.69
4.78
4.49
4.59
4.46
4.0
4.34
4.22
4.32
3.5
3.0
2.5 Importance to
Location Advisors
2.0
N.C.'s Ranking
1.5
1.0
Low Competitive Business- Low overall Skilled Efficient Affordable
overall incentives/ friendly tax burden workers transport- personnel
costs tax government ation
exemptions systems

20. Research
Key Findings among Location Advisors
• Lowest ranking site location criteria among Advisors
6.0
5.5
Less important
criteria, by mean
5.0
score, all
5.24
4.5 respondents, on a
4.71
4.76
scale of 1-6
4.56
4.0
4.57
4.55
4.39
3.98
3.5
4.04
3.93
3.98
3.84
3.57
3.0
3.31
2.5 Importance to
Location Advisors
2.0
N.C.'s Ranking
1.5
1.0
Low cost Managerial/ Worker Good K-12 Quality Research Funding
occupancy/ professional training education of life universities sources/
construction workers programs financial
costs markets

21. Research
Key Findings among Location Advisors
• Importance factor among Advisors vs. North Carolina’s
score
North Carolina’s score

22. Research
Key Findings among Location Advisors
• Build on the momentum
100% Exposure to North Carolina’s Marketing
90%
80%
70% 78% 78%
60% 68%
50%
40%
44%
30% 39%
20%
10% 5%
0%
Seen/heard ad Read a story Met with ED Received a call Attended an None of the
representatives event above

23. 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

24. Research
Key Findings among Corporate Executives
• On the right track with key resources
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

25. 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
North Carolina Dept. of Commerce
Ranked No. 2

26. Key Accomplishments
ThriveNC.com (launched May 2010)
Traffic CY 2011:
• 107,130 Unique
Visitors
• 144,944 Total Visits
• 368,420 Pageviews
• Avg. time spent on
site: ~ 3+ mins
13,814 Unique
Visitors
last month
(Jan. 2012)

27. Key Accomplishments
Paid Media
Online Banner Ad
NC Business Journal Ad SmartBrief e-News sponsorships
Site Selector Magazine Inserts

28. Key Accomplishments
Direct Mail
Event Invitations to
Decision Makers
Customizable Pocket Folders

29. Key Accomplishments
Weekly E-mail to Site Selectors

30. Key Accomplishments
Video Testimonials
Deere-Hitachi: North Siemens Energy: Workforce
Carolina's Business Climate Training in North Carolina &
& Operating Costs in North Support for the Energy
Carolina Industry in North Carolina
Red Hat: North Carolina
Offers IT Companies a
Competitive Advantage
Clearwater Paper: North Carolina's
Sabo USA: North Carolina's Labor Force
Pro-Business Government

31. Key Accomplishments
New Collateral for each industry sector
Green Energy Brochure
ICT Brochure
Life Sciences Brochure

32. Key Accomplishments
Client Notebook

33. Key Accomplishments
Tradeshows
Paris Air Show | Trade Show
BIO, Washington D.C.| Trade Show
Windpower 2011, Anaheim, CA | Trade Show

34. Key Accomplishments
Signature Events
Experience NC, 2011
BIO Reception
Site Consultant Receptions

35. Looking Ahead
AccessNC – Greater Engagement with Site Selectors
“North Carolina Economic Data and Site Information”
previously
•New name
•New logo/tagline
•New mobile application
•Greater marketing
support

36. Looking Ahead
AccessNC Mobile App – Launched Last Fall
Building & Site
data from mobile
devices
iPhone, iPad, Blackberry
and Android

37. Looking Ahead
Continue to Enhance ThriveNC.com

38. Looking Ahead
Site Selector Direct Mail and Promotions
Customizable Folders
Gift Baskets
Personal Invitations

39. Looking Ahead
Tradeshows (FY 2011-2012)
• 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

40. Looking Ahead
Events & Sales Missions (FY 2011-2012)
Site Selection Consultant Events Conferences/Seminars
• Atlanta, August, 2011 • COMS 2011 – Micro Nanotech
• New York, November 2011 Conference, August 28-31, 2011 –
• Dallas, March 2012 Greensboro, NC
• Asheville, Experience North Carolina • IEDC Annual Conference, Sept. 18-21, 2011
Familiarization Tour, April 2012 • Main Street Conference, January 2012
• North Carolina Nanotechnology
Corporate Executive Events Commercialization
Conference, Spring, 2012
• Defense Industry Luncheon, June
29, 2011, Washington, DC, • Go Global Road Show (Export
Seminars), April 16-20, 2012
• AUSA 2011 Defense Sector Reception, October
10, 2011 – Washington, DC
• Aviation Week CAM Conference, May 2012 – International Sales Missions:
Charlotte, NC • Asian Business Development Trip, Fall 2011
• BIO 2012 Reception, June 18-21, 2012 – • European Business Development
Boston, Massachusetts Trip, Spring 2012

41. Partner Opportunities
Yearly Participation Level Options
$25K
PLATINUM
• All Events – 4 Individuals/event
$15K DIAMOND
• 8 Events – 2 Individuals/event
$10K
GOLD
• 6 Events – 1 Individual/event
$5K
SILVER
• 4 Events – 1 Individual/event
$2.5K
BRONZE
• 2 Events – 1 Individual/event
A La Carte option, if available - $500
1 Event – 1 Individual

42. Strategic Marketing Plan
Visit Partners.ThriveNC.com for more information

43. North Carolina’s Southeast TAG Meeting
North Carolina Dept. of Commerce
Marketing Strategy and Programs
February 8, 2012
Lynn Minges
Assistant Secretary of
Tourism, Marketing & Global Branding