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Alternative Energy and Power Generation – Wind Energy -- Marketing Program
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Introduction to Oakland County, Michigan… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Internal: Emerging Sectors Profile ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Internal: Highly Skilled, Highly Educated Workforce ,[object Object],[object Object],[object Object],[object Object],[object Object]
Internal: Highly Skilled, Highly Educated Workforce ,[object Object],[object Object],[object Object]
Internal: Oakland County and Environs Home to World Class Universities ,[object Object],[object Object],[object Object],[object Object],[object Object]
Internal: Alternative Energy University Research Programs Available to Help Grow Your Company ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Internal: Global Companies Have Chosen Oakland County ,[object Object],[object Object],[object Object],[object Object]
Internal:  New Business Developments Continue to Locate in Oakland County 2007-2009 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
North American Industry Classification System (NAICS) Number of Suppliers Total Employees at Suppliers Total Sales for all Companies Firms with Solar Power or Windmill NAICS supplier Code 22% of all MI suppliers are in Oakland Internal: Alternative Energy Suppliers in County
Internal:  Current Performance Alternative Energy   Examples of new alternative energy companies that have localized to Oakland County MO./YR. COMPANY CITY SECTOR Jan-09 Fisker Automotive Pontiac Alternative Energy & Power Generation Feb-09 Patrick Engineering Novi Alternative Energy & Power Generation Mar-09 Magna Electronics Rochester Hills Alternative Energy & Power Generation Apr-09 Compact Power Troy Alternative Energy & Power Generation Apr-09 Transonic Combustion Bloomfield Hills Alternative Energy & Power Generation
Internal: Emerging Sectors Profile 2004-09 Emerging Sectors Activity INCEPTION (2004) THRU DECEMBER 2009             New Retained All County Emerging Sector Prospects Successes Investment Jobs Jobs Taxes* Taxes** Advanced Electronics  14 9 $  12,910,000  167 54 $  327,914  $  30,661  Advanced Mat./Nano  25 7 $  72,005,000  543 812 $  1,828,927  $  171,012  Aerospace 6 2 $  7,702,000  25 110 $  195,631  $  18,292  Alternative Energy  47 19 $  185,490,618  1,650 710 $  4,711,462  $  440,540  Communications & IT 59 53 $  167,798,876  3182 2954 $  4,262,091  $  398,522  Defense/Homeland Sec. 7 7 $  29,550,000  922 142 $  750,570  $  70,181  Entertainment 3 2 $  83,000,000  450 25 $  2,108,200  $  197,125  Health Care/Life Science 23 10 $  58,533,000  281 470 $  1,486,738  $  139,016  Robotics & Automation 9 8 $  21,390,000  222 419 $  543,306  $  50,801  TOTALS 193 117 $  638,379,494  7,442  5,696  $ 16,214,839  $  1,516,151
Internal: Emerging Sectors Analysis 2004-09 INCEPTION (2004) THRU DECEMBER 2009       Success  Average Investment New Jobs Total Jobs Investment Emerging Sector Rate Per Success Per Success Per Success Per New Job Advanced Electronics  64.3% $  1,434,444  18.6 25  $  77,305  Advanced Mat./Nano  28.0% $  10,286,429  77.6 194  $  132,606  Aerospace 33.3% $  3,851,000  12.5 68  $  308,080  Alternative Energy  40.4% $  9,762,664  86.8 124  $  112,419  Communications & IT 89.8% $  3,166,017  60.0 116  $  52,734  Defense/Homeland Sec. 100.0% $  4,221,429  131.7 152  $  32,050  Entertainment 66.7% $  41,500,000  225.0 238  $  184,444  Health Care/Life Science 43.5% $  5,853,300  28.1 75  $  208,302  Robotics & Automation 88.9% $  2,673,750  27.8 80  $  96,351  TOTALS 60.6% $  5,456,235  63.6 112  $  85,781
Internal: Emerging Sectors Economic Development Activity 2009 DECEMBER 2009 & YEAR TO DATE   Retention Calls Prospects Successes (FIGURES BELOW ARE IN RELATION TO SUCCESSES ONLY)         Emerging Sector December-09 YTD Dec. 09 (Active Only) YTD (Active & On Hold) December-09 YTD Investment Year to Date New Jobs Retained Jobs All Taxes* County Taxes** Advanced Electronics  3 33 1 6 0 3 $  3,879,000  77 23 $  98,527  $  9,213  Advanced Materials/Nano 0 29 0 3 1 1 $  47,600,000  404 620 $  1,209,040  $  113,050  Aerospace 0 4 0 6 0 1 $  1,902,000  0 32 $  48,311  $  4,517  Alternative Energy  1 20 0 14 1 5 $  32,897,000  470 180 $  835,584  $  78,130  Communications & IT 4 80 1 25 1 8 $  9,145,000  110 86 $  232,283  $  21,719  Defense/Homeland Sec. 1 14 0 2 0 2 $  3,950,000  278 100 $  100,330  $  9,381  Entertainment 1 32 0 2 0 2 $  83,000,000  450 25 $  2,108,200  $  197,125  Fast Growth (Finance/Health) 1 33 0 3 0 2 $  2,900,000  121 107 $  73,660  $  6,888  Health Care/Life Sciences 0 28 0 7 0 4 $  5,850,000  57 66 $  148,590  $  13,894  Robotics & Automation 2 25 0 2 0 2 $  700,000  37 4 $  17,780  $  1,663  ES Totals 13 298 2 70 3 33 $  191,823,000  2,004  1,243  $  4,872,304  $  455,580  Traditional Sectors 13 264 1 28 1 17 $  777,962,000  767 2391 $  19,760,235  $  1,847,660  TOTALS 26 562 3 98 4 50 $  969,785,000  2,771  3,634  $  24,632,539  $ 2,303,239
Internal: Emerging Sectors 2009 Analysis   Average Investment New Jobs Total Jobs % of County % of County Investment Investment Emerging Sector Per YTD Success Per Success Per Success Investment New Jobs Per New Job Per Total Jobs Advanced Electronics  $  1,293,000  26 33 2.02% 3.08% $  50,377  $  38,790  Advanced Materials/Nano $  47,600,000  404 1024 24.81% 31.54% $  117,822  $  46,484  Aerospace $  1,902,000  0 32 0.99% 0.99% $  -  $  59,438  Alternative Energy  $  6,579,400  94 130 17.15% 20.02% $  69,994  $  50,611  Communications & IT $  1,143,125  14 25 4.77% 6.04% $  83,136  $  46,658  Defense/Homeland Sec. $  1,975,000  139 189 2.06% 11.64% $  14,209  $  10,450  Entertainment $  41,500,000  225 238 43.27% 14.63% $  184,444  $  174,737  Fast Growth (Finance/Health) $  1,450,000  61 114 1.51% 7.02% $  23,967  $  12,719  Health Care/Life Sciences $  1,462,500  14 31 3.05% 3.79% $  102,632  $  47,561  Robotics & Automation $  350,000  19 21 0.36% 1.26% $  18,919  $  17,073  ES Totals $  5,812,818  61 98      $  95,720  $  59,077  Traditional Sectors $  45,762,471  45 186     $  1,014,292  $  246,346  TOTALS $  19,395,700  55 128     $  349,977  $  151,411
Internal: Emerging Sectors Analysis 2004-2009 Alternative Energy Data Versus 2009 YTD  Alternative Energy Data Comparable Analysis ,[object Object],[object Object],Industry Alternative Energy Sector Analysis Years 2004-2009 2009   Success Rate 40.4%     Average Investment Per Success $  9,762,664.1  $  6,579,400.0  09 YTD data has lower Investment per success New Jobs Per Success 86.8 94.0 09 YTD data has more new jobs per success Retained Jobs Per Success 37.4 36.0 Roughly equal Total Jobs Per Success 124.4 130.0 09 YTD data has more total jobs per success Investment Per New Job $  112,418.6  $  69,993.6  09 YTD data has less investment per job created Investment Per Retained Job $  261,254.4  $  182,761.1  09 YTD data has less investment per retained job Investment Per Total Jobs $  78,597.7  $  50,610.8  09 YTD data has less investment per total job Percent of County Investment 29.06% 17.15% 09 YTD data has less investment per total emerging sector investment Percent of County Emerging Jobs 17.96% 20.02% 09 YTD data has more jobs per total emerging jobs
External:  Economic Conditions-Talent Availability ,[object Object],[object Object]
External:  Economic Conditions Oakland County ,[object Object],[object Object]
Customer Environment INFO TO COME
Customer Needs/Expectations INFO TO COME
Top 10 Wind Energy Producing Firms in the World ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
National Top Green Energy Users Could be used as promotional tool to bring alternative energy company’s operations/maintenance &repair services to the area Many of these companies have operations in the region/Oakland County Company Intel Corporation Kohl's Department Stores PepsiCo Whole Foods Market Dell Inc. The Pepsi Bottling Group, Inc Cisco Systems, Inc Johnson & Johnson U.S. Air Force Wal-Mart Stores, Inc. Starbucks DuPont Company Wells Fargo & Company PepsiAmericas, Inc. Staples Lowe's Lockheed Martin Corporation Safeway Inc. Motorola, Inc. http://www.epa.gov/grnpower/toplists/top50.htm
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SWOT Analysis     HIGH BUSINESS TAXES ECONOMIC RECESSION   NON-RIGHT TO WORK STATE FOREIGN CURRENCY RATES   NO UP-FRONT CASH TO BUSINESSES DECREASE IN ENERGY COSTS   NO PROACTIVE EMAIL CAMPAIGN REGULATION ON RENEWABLE ENERGY EQUIPMENT    NO SEARCH ENGINE OPTIMIZATION STRATEGY ERODING TAX BASE   LACK OF INTERACTION WITH CURRENT BUSINESSES MAINTAIN NON-RIGHT TO WORK STATUS   LACK OF COLLABORATION IN SOUTHEAST MICHIGAN NO NATIONAL STRATEGY FOR ALTERNATIVE ENERGY   NO MISSION/VISION STATEMENT REBOUND OF HOME PRICES CAUSES FLIGHT FROM STATE   LACK OF SOCIAL MEDIA PLAN COMPETITIONS & EVOLVING COMPETITOR'S VISION   NO DOCUMENTED MARKETING PLAN THREATS   WEAKNESSES ENERGY COSTS     COLLABORATION WITH LOCAL UNIVERSITIES   FINANCIAL STRENGTH ($240 MILLION AVAILABLE) GOVERNMENT STIMULUS   ABUNDANCE OF HIGHWAYS, RAILROADS, AIRPORTS EMERGING MARKETS   AAA BOND RATING REDUCTION OF BUSINESS TAXES   COMMERCIAL PORTS LINKED TO WORLD LOBBY FOR CLEAN ENERGY LEGISLATIVE CHANGES   LARGE BLUE-COLLAR WORKFORCE INCREASE IN ELECTRICITY COSTS   HIGH # OF ENGINEERS THOUGHT LEADERSHIP POSITION   INTERNATIONAL MARKET PRESENCE  DEMAND FOR GREENER BUILDINGS   WORLD CLASS UNIVERSITIES CHANGE IN ENERGY REGULATIONS / LEGISLATION   CONVERTIBLE ESTABLISHED BUILDINGS TECHNOLOGICAL ADVANCEMENTS   LOCAL  MANUFACTURING SUPPLY CHAIN OPPORTUNITIES   STRENGTHS
Competitive Advantages Economic Recession (lower cost of goods)   Competition & Evolving Competitors Vision   THREATS SEEN AS OPPORTUNITIES   Demand For Greener Buildings   Thought Leadership Position   Technological Advancements   Local Manufacturing and Supply Chain OPPORTUNITIES Match STRENGTHS Foreign Currency Rates   Economic Recession (lower cost of goods)   THREATS SEEN AS OPPORTUNITIES   Energy Costs   Emerging Markets   Demand For Greener Buildings   Convertible Established Buildings OPPORTUNITIES Match STRENGTHS
Competitive Advantages Economic Recession (lower cost of goods)   Competition & Evolving Competitors Vision   THREATS SEEN AS OPPORTUNITIES   Technological Advancements   Thought Leadership Position   Emerging Markets   International Market Presence OPPORTUNITIES Match STRENGTHS Economic Recession   Competition & Evolving Competitors Vision   THREATS SEEN AS OPPORTUNITIES   Thought Leadership Position   Technological Advancements   Collaboration With Local Universities   World Class Universities OPPORTUNITIES Match STRENGTHS
Liabilities and Limitations     No Proactive Email Campaign   No Search Engine Optimization Strategy Technological Advancements   Lack of Social Media Plan OPPORTUNITIES       No Mission/Vision Statement Competition & Evolving Competitors Vision   No Documented Marketing Plan THREATS Match WEAKNESSES   Lobby for Clean Energy Legislation     Government Stimulus   Lack of Collaboration in Southeast Michigan OPPORTUNITIES Match WEAKNESSES
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Developing a Strategic Focus Proposing a more focus strategy (Bring Them to Us)
Marketing Goals 1. Make use of technologies to enhance relationship building with potential investors   No Proactive Email Campaign   No Search Engine Optimization Strategy Technological Advancements   Lack of Social Media Plan OPPORTUNITIES       No Mission/Vision Statement Competition & Evolving Competitors Vision   No Documented Marketing Plan THREATS Match WEAKNESSES
Marketing Goals 2. Increase investor awareness of Oakland County’s attractiveness to  clean energy investment Highly Skilled Work Force Technological Advancements   World Class Universities Demand For Greener Buildings   International Market Presence Emerging Markets   Local Manufacturing and Supply Chain OPPORTUNITIES Match STRENGTHS
Marketing Goals 3. Bring clean energy investors and leaders to us and establish O.C. as thought leader in this field Technological Advancements   Demand For Greener Buildings   Convertible Established Buildings Collaboration With Local Universities   World Class Universities International Market Presence Emerging Markets   Local Manufacturing and Supply Chain OPPORTUNITIES Match STRENGTHS
Marketing Goals 4. Achieve legislative and regulatory policies that encourage clean energy investment and research   Lobby for Favorable Renewable Energy Legislation   Change in Energy Regulations/Legislation   OPPORTUNITIES   No National Strategy for Renewable Energy   Restrictive Regulation on Renewable Energy   Lack of Collaboration in Southeast Michigan & within Current Business Community THREATS Match WEAKNESSES
Marketing Goals 5. Adopt an Integrated Marketing Mix that employs sales, pr and marketing tactics     No Proactive Email Campaign   No Search Engine Optimization Strategy No Documented Marketing Plan Mission/Vision Statement   Lack of Social Media Plan WEAKNESS SEEN AS OPPORTUNITIES       No Mission/Vision Statement Competition & Evolving Competitors Vision   No Documented Marketing Plan THREATS Match WEAKNESSES
Marketing Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Goals ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
New Technology Tactics:  Google Adwords State of Michigan promotes Alt Eng
New Technology Tactics:  Google  Adwords The cost of keywords, location and search volumes
New Technology Tactics:  Google Adwords   Perhaps a good search term for Oakland County
New Technology Tactics:  SpyFu The state of Michigan is promoting Alt Eng….Oakland County may lose out to other counties and to West Mich
New Technology Tactics:  SpyFu No adword campaign by Oakland County
New Technology Tactics:  SpyFu Search words (left) and description of add (top) for the state of Michigan
New Technology Tactics:  Google Analytics Competitors that are tracking visitors with Google Analytics
New Technology Tactics:  Google Analytics Other Competitor
New Technology Tactics:  Google Analytics
New Technology Tactics:  Google Analytics Google Analytics can tell you how your marketing campaign is working
New Technology Tactics:  Google Analytics Find the countries and regions that are most interested in Oakland County’s emerging sectors before you visit
New Technology Tactics:  Google Analytics This company is very interested …. visited 11 pages
New Technology Tactics:  Google Analytics Alternative Energy Manufacturing Sites Who is this company and why are they interested in you?
New Technology Tactics:  Google Analytics How did they find us?
New Technology Tactics:  Web SEO Oakland County is ranked very high by Google note: Google has  80% o the search engine market in the US
New Technology Tactics:  Web SEO   Good Source of links from high rated sites
New Technology Tactics:  Web SEO   Oakland County website needs Metatags (Description tags, title tags and keywords)
New Technology Tactics:  Web SEO   Is this telling potential customer what they want to know? Without metatags, your website picks up the first words written on your website
New Technology Tactics:  Web SEO   Without metatags, the search engines pick up, in this case, the description from images (or Alt tags)
New Technology Tactics:  Web SEO   Example of Alt tags from your website
New Technology Tactics:  Constant Contact Those at Oakland County must have met thousands of potential customers over the last five years……. How often do you communicate with them? Once a quarter? Once a year?
New Technology Tactics:  Constant Contact  The development of an HTML mailer can be sent for pennies a contact. These HTML mailer can have links to your website or email address
New Technology Tactics:  Constant Contact   Know by email who is clicking to your website and what topics they are interested in….
New Technology Tactics:  Constant Contact   Treat those who have clicked through to your site as a priority / warm leads
New Technology Tactics:  Constant Contact   Determine which of your contacts are no longer employed – find out who replaced them…
New Technology Tactics:  Jigsaw Find potential contacts phone number and email by title, company name
Timing and Budget:  Marketing Activities X X X X X X X X X X X X JigSaw X X X X X X X X X X X X Web SEO X X X X X X X X X X X X Adwords   X   X   X   X   X   X Constant Contact   X Trade Show (Germany)             X           Trade Show (China)   X Trade Show (India) Dec Nov Oct Sept Aug July June May Apr Mar Feb Jan   Month Activity
 

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O C Presentation Dft6

  • 1. Alternative Energy and Power Generation – Wind Energy -- Marketing Program
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  • 12. North American Industry Classification System (NAICS) Number of Suppliers Total Employees at Suppliers Total Sales for all Companies Firms with Solar Power or Windmill NAICS supplier Code 22% of all MI suppliers are in Oakland Internal: Alternative Energy Suppliers in County
  • 13. Internal: Current Performance Alternative Energy Examples of new alternative energy companies that have localized to Oakland County MO./YR. COMPANY CITY SECTOR Jan-09 Fisker Automotive Pontiac Alternative Energy & Power Generation Feb-09 Patrick Engineering Novi Alternative Energy & Power Generation Mar-09 Magna Electronics Rochester Hills Alternative Energy & Power Generation Apr-09 Compact Power Troy Alternative Energy & Power Generation Apr-09 Transonic Combustion Bloomfield Hills Alternative Energy & Power Generation
  • 14. Internal: Emerging Sectors Profile 2004-09 Emerging Sectors Activity INCEPTION (2004) THRU DECEMBER 2009             New Retained All County Emerging Sector Prospects Successes Investment Jobs Jobs Taxes* Taxes** Advanced Electronics 14 9 $ 12,910,000 167 54 $ 327,914 $ 30,661 Advanced Mat./Nano 25 7 $ 72,005,000 543 812 $ 1,828,927 $ 171,012 Aerospace 6 2 $ 7,702,000 25 110 $ 195,631 $ 18,292 Alternative Energy 47 19 $ 185,490,618 1,650 710 $ 4,711,462 $ 440,540 Communications & IT 59 53 $ 167,798,876 3182 2954 $ 4,262,091 $ 398,522 Defense/Homeland Sec. 7 7 $ 29,550,000 922 142 $ 750,570 $ 70,181 Entertainment 3 2 $ 83,000,000 450 25 $ 2,108,200 $ 197,125 Health Care/Life Science 23 10 $ 58,533,000 281 470 $ 1,486,738 $ 139,016 Robotics & Automation 9 8 $ 21,390,000 222 419 $ 543,306 $ 50,801 TOTALS 193 117 $ 638,379,494 7,442 5,696 $ 16,214,839 $ 1,516,151
  • 15. Internal: Emerging Sectors Analysis 2004-09 INCEPTION (2004) THRU DECEMBER 2009       Success Average Investment New Jobs Total Jobs Investment Emerging Sector Rate Per Success Per Success Per Success Per New Job Advanced Electronics 64.3% $ 1,434,444 18.6 25 $ 77,305 Advanced Mat./Nano 28.0% $ 10,286,429 77.6 194 $ 132,606 Aerospace 33.3% $ 3,851,000 12.5 68 $ 308,080 Alternative Energy 40.4% $ 9,762,664 86.8 124 $ 112,419 Communications & IT 89.8% $ 3,166,017 60.0 116 $ 52,734 Defense/Homeland Sec. 100.0% $ 4,221,429 131.7 152 $ 32,050 Entertainment 66.7% $ 41,500,000 225.0 238 $ 184,444 Health Care/Life Science 43.5% $ 5,853,300 28.1 75 $ 208,302 Robotics & Automation 88.9% $ 2,673,750 27.8 80 $ 96,351 TOTALS 60.6% $ 5,456,235 63.6 112 $ 85,781
  • 16. Internal: Emerging Sectors Economic Development Activity 2009 DECEMBER 2009 & YEAR TO DATE   Retention Calls Prospects Successes (FIGURES BELOW ARE IN RELATION TO SUCCESSES ONLY)         Emerging Sector December-09 YTD Dec. 09 (Active Only) YTD (Active & On Hold) December-09 YTD Investment Year to Date New Jobs Retained Jobs All Taxes* County Taxes** Advanced Electronics 3 33 1 6 0 3 $ 3,879,000 77 23 $ 98,527 $ 9,213 Advanced Materials/Nano 0 29 0 3 1 1 $ 47,600,000 404 620 $ 1,209,040 $ 113,050 Aerospace 0 4 0 6 0 1 $ 1,902,000 0 32 $ 48,311 $ 4,517 Alternative Energy 1 20 0 14 1 5 $ 32,897,000 470 180 $ 835,584 $ 78,130 Communications & IT 4 80 1 25 1 8 $ 9,145,000 110 86 $ 232,283 $ 21,719 Defense/Homeland Sec. 1 14 0 2 0 2 $ 3,950,000 278 100 $ 100,330 $ 9,381 Entertainment 1 32 0 2 0 2 $ 83,000,000 450 25 $ 2,108,200 $ 197,125 Fast Growth (Finance/Health) 1 33 0 3 0 2 $ 2,900,000 121 107 $ 73,660 $ 6,888 Health Care/Life Sciences 0 28 0 7 0 4 $ 5,850,000 57 66 $ 148,590 $ 13,894 Robotics & Automation 2 25 0 2 0 2 $ 700,000 37 4 $ 17,780 $ 1,663 ES Totals 13 298 2 70 3 33 $ 191,823,000 2,004 1,243 $ 4,872,304 $ 455,580 Traditional Sectors 13 264 1 28 1 17 $ 777,962,000 767 2391 $ 19,760,235 $ 1,847,660 TOTALS 26 562 3 98 4 50 $ 969,785,000 2,771 3,634 $ 24,632,539 $ 2,303,239
  • 17. Internal: Emerging Sectors 2009 Analysis   Average Investment New Jobs Total Jobs % of County % of County Investment Investment Emerging Sector Per YTD Success Per Success Per Success Investment New Jobs Per New Job Per Total Jobs Advanced Electronics $ 1,293,000 26 33 2.02% 3.08% $ 50,377 $ 38,790 Advanced Materials/Nano $ 47,600,000 404 1024 24.81% 31.54% $ 117,822 $ 46,484 Aerospace $ 1,902,000 0 32 0.99% 0.99% $ - $ 59,438 Alternative Energy $ 6,579,400 94 130 17.15% 20.02% $ 69,994 $ 50,611 Communications & IT $ 1,143,125 14 25 4.77% 6.04% $ 83,136 $ 46,658 Defense/Homeland Sec. $ 1,975,000 139 189 2.06% 11.64% $ 14,209 $ 10,450 Entertainment $ 41,500,000 225 238 43.27% 14.63% $ 184,444 $ 174,737 Fast Growth (Finance/Health) $ 1,450,000 61 114 1.51% 7.02% $ 23,967 $ 12,719 Health Care/Life Sciences $ 1,462,500 14 31 3.05% 3.79% $ 102,632 $ 47,561 Robotics & Automation $ 350,000 19 21 0.36% 1.26% $ 18,919 $ 17,073 ES Totals $ 5,812,818 61 98     $ 95,720 $ 59,077 Traditional Sectors $ 45,762,471 45 186     $ 1,014,292 $ 246,346 TOTALS $ 19,395,700 55 128     $ 349,977 $ 151,411
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  • 24. National Top Green Energy Users Could be used as promotional tool to bring alternative energy company’s operations/maintenance &repair services to the area Many of these companies have operations in the region/Oakland County Company Intel Corporation Kohl's Department Stores PepsiCo Whole Foods Market Dell Inc. The Pepsi Bottling Group, Inc Cisco Systems, Inc Johnson & Johnson U.S. Air Force Wal-Mart Stores, Inc. Starbucks DuPont Company Wells Fargo & Company PepsiAmericas, Inc. Staples Lowe's Lockheed Martin Corporation Safeway Inc. Motorola, Inc. http://www.epa.gov/grnpower/toplists/top50.htm
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  • 26. SWOT Analysis     HIGH BUSINESS TAXES ECONOMIC RECESSION   NON-RIGHT TO WORK STATE FOREIGN CURRENCY RATES   NO UP-FRONT CASH TO BUSINESSES DECREASE IN ENERGY COSTS   NO PROACTIVE EMAIL CAMPAIGN REGULATION ON RENEWABLE ENERGY EQUIPMENT   NO SEARCH ENGINE OPTIMIZATION STRATEGY ERODING TAX BASE   LACK OF INTERACTION WITH CURRENT BUSINESSES MAINTAIN NON-RIGHT TO WORK STATUS   LACK OF COLLABORATION IN SOUTHEAST MICHIGAN NO NATIONAL STRATEGY FOR ALTERNATIVE ENERGY   NO MISSION/VISION STATEMENT REBOUND OF HOME PRICES CAUSES FLIGHT FROM STATE   LACK OF SOCIAL MEDIA PLAN COMPETITIONS & EVOLVING COMPETITOR'S VISION   NO DOCUMENTED MARKETING PLAN THREATS   WEAKNESSES ENERGY COSTS     COLLABORATION WITH LOCAL UNIVERSITIES   FINANCIAL STRENGTH ($240 MILLION AVAILABLE) GOVERNMENT STIMULUS   ABUNDANCE OF HIGHWAYS, RAILROADS, AIRPORTS EMERGING MARKETS   AAA BOND RATING REDUCTION OF BUSINESS TAXES   COMMERCIAL PORTS LINKED TO WORLD LOBBY FOR CLEAN ENERGY LEGISLATIVE CHANGES   LARGE BLUE-COLLAR WORKFORCE INCREASE IN ELECTRICITY COSTS   HIGH # OF ENGINEERS THOUGHT LEADERSHIP POSITION   INTERNATIONAL MARKET PRESENCE DEMAND FOR GREENER BUILDINGS   WORLD CLASS UNIVERSITIES CHANGE IN ENERGY REGULATIONS / LEGISLATION   CONVERTIBLE ESTABLISHED BUILDINGS TECHNOLOGICAL ADVANCEMENTS   LOCAL MANUFACTURING SUPPLY CHAIN OPPORTUNITIES   STRENGTHS
  • 27. Competitive Advantages Economic Recession (lower cost of goods)   Competition & Evolving Competitors Vision   THREATS SEEN AS OPPORTUNITIES   Demand For Greener Buildings   Thought Leadership Position   Technological Advancements   Local Manufacturing and Supply Chain OPPORTUNITIES Match STRENGTHS Foreign Currency Rates   Economic Recession (lower cost of goods)   THREATS SEEN AS OPPORTUNITIES   Energy Costs   Emerging Markets   Demand For Greener Buildings   Convertible Established Buildings OPPORTUNITIES Match STRENGTHS
  • 28. Competitive Advantages Economic Recession (lower cost of goods)   Competition & Evolving Competitors Vision   THREATS SEEN AS OPPORTUNITIES   Technological Advancements   Thought Leadership Position   Emerging Markets   International Market Presence OPPORTUNITIES Match STRENGTHS Economic Recession   Competition & Evolving Competitors Vision   THREATS SEEN AS OPPORTUNITIES   Thought Leadership Position   Technological Advancements   Collaboration With Local Universities   World Class Universities OPPORTUNITIES Match STRENGTHS
  • 29. Liabilities and Limitations   No Proactive Email Campaign   No Search Engine Optimization Strategy Technological Advancements   Lack of Social Media Plan OPPORTUNITIES       No Mission/Vision Statement Competition & Evolving Competitors Vision   No Documented Marketing Plan THREATS Match WEAKNESSES   Lobby for Clean Energy Legislation     Government Stimulus   Lack of Collaboration in Southeast Michigan OPPORTUNITIES Match WEAKNESSES
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  • 31. Developing a Strategic Focus Proposing a more focus strategy (Bring Them to Us)
  • 32. Marketing Goals 1. Make use of technologies to enhance relationship building with potential investors   No Proactive Email Campaign   No Search Engine Optimization Strategy Technological Advancements   Lack of Social Media Plan OPPORTUNITIES       No Mission/Vision Statement Competition & Evolving Competitors Vision   No Documented Marketing Plan THREATS Match WEAKNESSES
  • 33. Marketing Goals 2. Increase investor awareness of Oakland County’s attractiveness to clean energy investment Highly Skilled Work Force Technological Advancements   World Class Universities Demand For Greener Buildings   International Market Presence Emerging Markets   Local Manufacturing and Supply Chain OPPORTUNITIES Match STRENGTHS
  • 34. Marketing Goals 3. Bring clean energy investors and leaders to us and establish O.C. as thought leader in this field Technological Advancements   Demand For Greener Buildings   Convertible Established Buildings Collaboration With Local Universities   World Class Universities International Market Presence Emerging Markets   Local Manufacturing and Supply Chain OPPORTUNITIES Match STRENGTHS
  • 35. Marketing Goals 4. Achieve legislative and regulatory policies that encourage clean energy investment and research Lobby for Favorable Renewable Energy Legislation   Change in Energy Regulations/Legislation   OPPORTUNITIES   No National Strategy for Renewable Energy   Restrictive Regulation on Renewable Energy   Lack of Collaboration in Southeast Michigan & within Current Business Community THREATS Match WEAKNESSES
  • 36. Marketing Goals 5. Adopt an Integrated Marketing Mix that employs sales, pr and marketing tactics   No Proactive Email Campaign   No Search Engine Optimization Strategy No Documented Marketing Plan Mission/Vision Statement   Lack of Social Media Plan WEAKNESS SEEN AS OPPORTUNITIES       No Mission/Vision Statement Competition & Evolving Competitors Vision   No Documented Marketing Plan THREATS Match WEAKNESSES
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  • 42. New Technology Tactics: Google Adwords State of Michigan promotes Alt Eng
  • 43. New Technology Tactics: Google Adwords The cost of keywords, location and search volumes
  • 44. New Technology Tactics: Google Adwords Perhaps a good search term for Oakland County
  • 45. New Technology Tactics: SpyFu The state of Michigan is promoting Alt Eng….Oakland County may lose out to other counties and to West Mich
  • 46. New Technology Tactics: SpyFu No adword campaign by Oakland County
  • 47. New Technology Tactics: SpyFu Search words (left) and description of add (top) for the state of Michigan
  • 48. New Technology Tactics: Google Analytics Competitors that are tracking visitors with Google Analytics
  • 49. New Technology Tactics: Google Analytics Other Competitor
  • 50. New Technology Tactics: Google Analytics
  • 51. New Technology Tactics: Google Analytics Google Analytics can tell you how your marketing campaign is working
  • 52. New Technology Tactics: Google Analytics Find the countries and regions that are most interested in Oakland County’s emerging sectors before you visit
  • 53. New Technology Tactics: Google Analytics This company is very interested …. visited 11 pages
  • 54. New Technology Tactics: Google Analytics Alternative Energy Manufacturing Sites Who is this company and why are they interested in you?
  • 55. New Technology Tactics: Google Analytics How did they find us?
  • 56. New Technology Tactics: Web SEO Oakland County is ranked very high by Google note: Google has 80% o the search engine market in the US
  • 57. New Technology Tactics: Web SEO Good Source of links from high rated sites
  • 58. New Technology Tactics: Web SEO Oakland County website needs Metatags (Description tags, title tags and keywords)
  • 59. New Technology Tactics: Web SEO Is this telling potential customer what they want to know? Without metatags, your website picks up the first words written on your website
  • 60. New Technology Tactics: Web SEO Without metatags, the search engines pick up, in this case, the description from images (or Alt tags)
  • 61. New Technology Tactics: Web SEO Example of Alt tags from your website
  • 62. New Technology Tactics: Constant Contact Those at Oakland County must have met thousands of potential customers over the last five years……. How often do you communicate with them? Once a quarter? Once a year?
  • 63. New Technology Tactics: Constant Contact The development of an HTML mailer can be sent for pennies a contact. These HTML mailer can have links to your website or email address
  • 64. New Technology Tactics: Constant Contact Know by email who is clicking to your website and what topics they are interested in….
  • 65. New Technology Tactics: Constant Contact Treat those who have clicked through to your site as a priority / warm leads
  • 66. New Technology Tactics: Constant Contact Determine which of your contacts are no longer employed – find out who replaced them…
  • 67. New Technology Tactics: Jigsaw Find potential contacts phone number and email by title, company name
  • 68. Timing and Budget: Marketing Activities X X X X X X X X X X X X JigSaw X X X X X X X X X X X X Web SEO X X X X X X X X X X X X Adwords   X   X   X   X   X   X Constant Contact   X Trade Show (Germany)             X           Trade Show (China)   X Trade Show (India) Dec Nov Oct Sept Aug July June May Apr Mar Feb Jan   Month Activity
  • 69.