North Carolina Department of Commerce

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• North Carolina Department of Commerce
• Lynn Minges, Assistant Secretary of Tourism
  Marketing Global Branding

MAY 13, 2009
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Mission

• To improve the economic well-being
• and quality of life for all North Carolinians.

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Working Together

• Communication
• Collaboration
• Co-operation

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Communicate

• Weekly highlights from
• the North Carolina
• Department of Commerce

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Collaborate

• General Assembly
• Members of the General Assembly
• Fiscal Research Reps
• Legislative Research Reps
• NC Congressional Staff Members

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Collaborate

• Higher Education
• Key UNC System faculty members
• UNC System Leaders
• UNC System Board
• UNC Campus Chancellors
• NC Community College System Leaders
• NCCCS Board
• Presidents of Community Colleges
• NC Association of Private Colleges
  Universities
• Staff Board

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Collaborate

• Economic Development -
• Related Non-Profit Organizations
• Council for Entrepreneurial Development
• Staff Board
• Friends of North Carolina
• Golden Leaf Foundation
• Staff Board
• NC Chamber
• Staff Board
• NCEDA Members

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Collaborate (cont.)

• Economic Development -
• Related Non-Profit Organizations
• NC Information technology
• Staff Board
• NC Military Foundation
• Staff Board
• NC Rural Center
• Staff Board
• SBTDC
• Staff Board

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Collaborate

• State Government
• Key members of Governors Staff
• Cabinet Secretaries Key Department Leaders
• Council of State Heads Key agency leaders
• NC Board of Economic Development
• NC Ports Authority
• NC Board of Science Technology
• NC Board of Travel Tourism
• NC Workforce Commission

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Collaborate

• Local Government
• County Managers
• Chairs of County Commissions
• City Town Managers
• Mayors
• Local workforce board chairs

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Collaborate

• NC Economic Development Partnerships
• Advantage West
• Charlotte Regional
• NC Eastern Region
• NC Northeast Commission
• NC Southeast Commission
• Piedmont
• Research Triangle Park

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Collaborate

• NC Commerce Contacts
• Tourism contacts for the 100 NC Counties
• Department of Commerce Staff
• NC Wine Grape Council
• NC Film Council

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Co-operatation
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Co-operation

• Leveraging Resources
• Department of Commerce Marketing-550,000
  (Potential 1.5 million FY 2009/2010)
• Friends of North Carolina -- 300,000
• (Opportunity to grow)
• North Carolina Partnership for Economic
  Development
• Other Economic Development Associations
• Public Sector Partners

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Our Goals

• Increase investment, create jobs
• Support/grow existing business and industry
• Increase awareness, generate leads
• Strategic marketing decisions
• Leveraging resources through partnerships

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Targeted Industry Sectors

• Aerospace
• Automotive
• Biotech/Pharma/Life Science
• Chemicals/Plastics/Rubber
• Furnishings
• Information and Communication
• Military/Defense
• Textiles
• Nanoscale Technologies
• Logistics and Distribution
• Alternative Energy (Environmental)
• Finance/Insurance
• Marine Trades/Boat Building
• Food Processing/Agri-Industry
• Metalworking
• Tourism and Entertainment
• Advanced Materials

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Targeted Industry Sectors

• Aerospace 4
• Automotive 4
• Biotech/Pharma/Life Science 7
• Chemicals/Plastics/Rubber 3
• Furnishings 3
• Information and Communication 4
• Military/Defense 6
• Textiles 2
• Nanoscale Technologies 1
• Logistics and Distribution 4
• Alternative Energy (Environmental) 3
• Finance/Insurance 1
• Marine Trades/Boat Building 3
• Food Processing/Agri-Industry 3
• Metalworking 2
• Tourism and Entertainment 4
• Advanced Materials 1

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Priorities

• Biotechnology/ Pharmaceutical and Life Science
• Aviation, Aerospace/Defense
• Green Economy/Energy
• Financial Services

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Fish Where the Fish Are!
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Biotech/Pharmaceutical and Life Sciences
Strengths NC Biotech Center Strong Industry
Cluster Landmark Workforce Development Quality of
Life Tactics Leverage resources Bio 2010 -
Chicago Bio Europe 2010 Barcelona Medica Nov
2009 Dusseldorf, Germany Asian Mission (post
SEUS Oct 2009) European recruiting trips
Targeted communications tools Professional
marketing tools

• Markets
• United States
• Massachusetts
• California
• Maryland
• International
• China
• Japan
• United Kingdom
• The Netherlands
• Germany
• France
• Switzerland

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Aviation, Aerospace/Defense
Strengths Over 160 Aviation/Aerospace
companies (Another 200 in supply
chain) Diversified locations across the
state Builds from NCs manufacturing
tradition Excellent training programs World class
university-based research Strong critical
mass Tactics Leverage resources International Air
Show July 2010 Farnborough, UK NC Aerospace
Executive Forum Sept. 2009 Domestic/International
Recruiting Trips Meetings with NC companies and
Industry Multipliers Targeted communications
tools Professional marketing tools

• Markets
• United States
• California
• Kansas
• Washington
• International
• United Kingdom
• France
• The Netherlands
• India
• China
• Russia
• Germany
• Spain
• Japan

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Green Economy/Energy
Strengths Solid partnerships Proven performance
in luring investment Over 30 active green economy
projects Well positioned to become international
leader World-class University research NC
Community College workforce training
programs Statewide investment in innovative
technologies/green business Tactics Leverage
existing NC companies and Industry
multipliers Domestic and International recruiting
trips Clean Energy Power Conference Jan 2010
Stuttgart, Germany Solar MesseBerlin, Germany
February Wind 2010Hannover, Germany April
2010 European recruiting trips October 2009 and
April 2010 Targeted communications
tools Professional marketing tools

• Markets
• United States
• International
• China
• Japan
• Europe
• Germany
• Scandinavia

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Financial Services
Strengths Deep talent pool World-class
Universities Strategic distance from NY and other
International financial centers Strong track
record of attracting operations and IT
function Tactics European recruiting
trips Meetings with existing companies Luncheon
and presentation to Financial Services
representatives in NY Recruiting missions/sales
calls Targeted messages Enhanced communication

• Markets
• United States
• New York
• San Francisco
• International
• London
• Tokyo
• Singapore
• Paris
• Frankfurt
• Milan
• Madrid
• Geneva
• Osaka
• Zurich
• Brussels
• Barcelona

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Brand Promise
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Marketing Fundamentals

• 1. What are we trying to accomplish?
• 2. Who is our audience?
• 3. What vehicles will best deliver our message?
• 4. What message will move our audience?
• 5. What resources do we have?
• 6. How will we measure success?

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Marketing Fundamentals

• What are we trying to accomplish?

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Marketing Fundamentals

• Who is our audience?

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Marketing Fundamentals

• What vehicles will best deliver our message?

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Marketing Fundamentals

• What message will move our audience?

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Marketing Fundamentals

• What resources do we have?

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Marketing Fundamentals

• How will we measure success?

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• Coming together is a beginning.
• Keeping together is progress.
• Working together is success.

- Henry Ford
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Thank you.
North Carolina Department of Commerce Lynn
Minges, Assistant Secretary of Tourism Marketing
Global Branding