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Attracting Customers  With Content 12.14.09 The Peer Networking Group for Senior Marketing Professionals in West Virginia
Agenda ,[object Object],[object Object],[object Object],[object Object]
About MSM ,[object Object],[object Object],[object Object],[object Object],[object Object]
About MSM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Kim Harbour WV Department of Commerce The Peer Networking Group for Senior Marketing Professionals in West Virginia
Kim Harbour, Marketing Director West Virginia Department of Commerce
[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]
[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]
LEISURE TRAVEL FACTORS INFLUENCING DESTINATION Very Important Somewhat Important NET Important Personal safety & security 63 29 92 Quality of the accommodations 53 38 91 Overall cleanliness of the destination 55 35 90 Climate conditions 50 38 88 The destination can be easily reached 46 40 86 Friendliness of the people 40 42 82 Quality of the restaurants 37 42 79 Availability of recreational activities 37 40 77 Diversity of culture/historical attractions 32 38 70 Unspoiled nature 26 42 68 Possibilities for shopping 22 36 58 Night life and entertainment 16 31 47
WV BUSINESS RECALL Unaware of these industries in WV
RELOCATION FACTORS INFLUENCING RELOCATION Very Important Somewhat Important NET Important Cost and quality of housing 73 24 97 Safety, low crime 73 24 97 Higher salary 66 22 88 Having more time for family/hobbies 53 35 88 Balance between work and home 51 35 86 Less commute time 45 35 80 Better business opportunity 47 32 79 Quality outdoor recreation 35 39 74 Proximity to family 42 31 73 Proximity to nature or wildlife 27 41 68 Good education system 46 21 67 Proximity to friends 27 38 65 Stronger community ties 26 39 65 Low business costs 30 32 62 Proximity to entertainment and nightlife 18 28 46
West Virginia’s brand image: ,[object Object],[object Object]
West Virginia’s brand image: ,[object Object]
West Virginia’s brand opportunity: ,[object Object],[object Object],[object Object],[object Object]
West Virginia’s brand opportunity: ,[object Object],[object Object]
Show the state’s beauty BIG and BOLD: Talk about our international companies: Show the skilled worker – a key asset
[object Object],[object Object],[object Object],[object Object]
 
 
High search  engine ranking  of online articles:
Success Story traffic drives more than one fourth of the traffic to the Come Home site!
[object Object],[object Object]
 
 
 
 
 
 
 
 
Kim Harbour, Marketing Director [email_address] Thank You!  Questions?
1. Growing:   In 2008, West Virginia’s economy grew three-and-a-half times faster than the rest of the nation. 2. Recommended:   By Forbes, Inc., Kiplinger’s Personal Finance and Where to Retire.  3. Location:   West Virginia is within overnight trucking distance of more than half the U.S. population and a third of the Canadian population. 4. Profitable:   Business costs are 13% below the U.S. average. 5. Productive:   The state’s skilled workers are among the nation’s most productive,  and turnover rates are some of the lowest in the country.  6. Global:   Investments from 23 countries employ more than 20,000 West Virginians. The state’s exports grew by 41% last year—faster than the rest of the country. 7. Popular:   11 million overnight leisure travelers visited the Mountain State last year, contributing $3 billion to the state’s economy. 8. Affordable:   The cost of living in West Virginia is 5.4% below the U.S. average. 9. Safe:   The state has one of the lowest crime rates in the country. 10. Home:   Low property taxes help West Virginia lead the nation in home ownership. The same money buys a much larger home than in other metros. Why West Virginia? Top 10
 
Next Webcast ,[object Object],[object Object],[object Object]
Thank you! Email  [email_address]  with any questions or suggestions

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Mountain State Marketers Webinar Series Effective Content

  • 1. Attracting Customers With Content 12.14.09 The Peer Networking Group for Senior Marketing Professionals in West Virginia
  • 2.
  • 3.
  • 4.
  • 5. Kim Harbour WV Department of Commerce The Peer Networking Group for Senior Marketing Professionals in West Virginia
  • 6. Kim Harbour, Marketing Director West Virginia Department of Commerce
  • 7.
  • 8.
  • 9.
  • 10. LEISURE TRAVEL FACTORS INFLUENCING DESTINATION Very Important Somewhat Important NET Important Personal safety & security 63 29 92 Quality of the accommodations 53 38 91 Overall cleanliness of the destination 55 35 90 Climate conditions 50 38 88 The destination can be easily reached 46 40 86 Friendliness of the people 40 42 82 Quality of the restaurants 37 42 79 Availability of recreational activities 37 40 77 Diversity of culture/historical attractions 32 38 70 Unspoiled nature 26 42 68 Possibilities for shopping 22 36 58 Night life and entertainment 16 31 47
  • 11. WV BUSINESS RECALL Unaware of these industries in WV
  • 12. RELOCATION FACTORS INFLUENCING RELOCATION Very Important Somewhat Important NET Important Cost and quality of housing 73 24 97 Safety, low crime 73 24 97 Higher salary 66 22 88 Having more time for family/hobbies 53 35 88 Balance between work and home 51 35 86 Less commute time 45 35 80 Better business opportunity 47 32 79 Quality outdoor recreation 35 39 74 Proximity to family 42 31 73 Proximity to nature or wildlife 27 41 68 Good education system 46 21 67 Proximity to friends 27 38 65 Stronger community ties 26 39 65 Low business costs 30 32 62 Proximity to entertainment and nightlife 18 28 46
  • 13.
  • 14.
  • 15.
  • 16.
  • 17. Show the state’s beauty BIG and BOLD: Talk about our international companies: Show the skilled worker – a key asset
  • 18.
  • 19.  
  • 20.  
  • 21. High search engine ranking of online articles:
  • 22. Success Story traffic drives more than one fourth of the traffic to the Come Home site!
  • 23.
  • 24.  
  • 25.  
  • 26.  
  • 27.  
  • 28.  
  • 29.  
  • 30.  
  • 31.  
  • 32. Kim Harbour, Marketing Director [email_address] Thank You! Questions?
  • 33. 1. Growing: In 2008, West Virginia’s economy grew three-and-a-half times faster than the rest of the nation. 2. Recommended: By Forbes, Inc., Kiplinger’s Personal Finance and Where to Retire. 3. Location: West Virginia is within overnight trucking distance of more than half the U.S. population and a third of the Canadian population. 4. Profitable: Business costs are 13% below the U.S. average. 5. Productive: The state’s skilled workers are among the nation’s most productive, and turnover rates are some of the lowest in the country. 6. Global: Investments from 23 countries employ more than 20,000 West Virginians. The state’s exports grew by 41% last year—faster than the rest of the country. 7. Popular: 11 million overnight leisure travelers visited the Mountain State last year, contributing $3 billion to the state’s economy. 8. Affordable: The cost of living in West Virginia is 5.4% below the U.S. average. 9. Safe: The state has one of the lowest crime rates in the country. 10. Home: Low property taxes help West Virginia lead the nation in home ownership. The same money buys a much larger home than in other metros. Why West Virginia? Top 10
  • 34.  
  • 35.
  • 36. Thank you! Email [email_address] with any questions or suggestions

Notes de l'éditeur

  1. title
  2. Commerce agencies
  3. Commerce marketing
  4. Research conducted by Rex Repass, 2008
  5. Tourism research
  6. Business perception
  7. Factors for relocation
  8. WV is a blank canvas… We have the opportunity to frame the discussion….
  9. Tourism fills it with what’s known
  10. We need to reinforce our values
  11. To introduce what folks don’t know
  12. Put the pieces together – to introduce WV (Example of an ad)
  13. Wonderful WV is a great vehicle for telling stories and showing beautiful images of WV
  14. Example of Testimonial – but also an SBDC client
  15. Come Home helps get our news out through personal stories of people who are glad they came back.
  16. Come Home helps get our news out
  17. Success stories account for one forth of traffic to Come Home
  18. Come Home plays to this fact
  19. Reunion sponsorships delivered our materials into 20,000 hands. We worked with 350 planners to reach 20,000 attendees over the summer and fall.
  20. Online articles – go beyond the magazine to tell more
  21. Online articles – go beyond the magazine to tell more
  22. WVCommerce.org – user-generated content
  23. WVCommerce.org – user-generated content
  24. New effort: Genuine WV to promote West Virginia talent – of all kinds
  25. Genuine WV landing page
  26. Example of a Genuine WV listing
  27. Questions?
  28. The top 10 advantages we market.
  29. International Investment in WV – Companies from 25 countries employ more than 20,000 people.