1. BRAND NC
LISA MYERS, NICK BRENNER, LAUREN GIL,
JOHN DEBLOCK, KENNY HAMILTON

2. A flexible slogan will reinforce NC’s brand and
appeal to those within & outside of NC
Fresh Air, Open Arms
Effective implementation can increase state tourism revenue $6.15B over 5
years
North Carolina PromiseNorth Carolina AssetsNorth Carolina
Personality
2

3. 3
Fresh Air, Open Arms
North Carolina PromiseNorth Carolina AssetsNorth Carolina
Personality
Personality· Assets· Promise

4. To capture North Carolina’s personality, the brand
must reflect North Carolinian values
Personality· Assets· Promise
4
2
2.5
3
3.5
4
4.5
5
Friendlin…
Hospitality
Community
Courtesy
Kindness
Loyalty
Respect
Responsi…
Compass…
Honesty
Independ…
Courage
Creativity
Collabora…
Innovation
Empathy
Fairness
Diversity
Equality
Inclusive…
North Carolina Core Values
“Fresh Air, Open Arms” reflects the values held by North Carolinians
Agreeableness
• Warm
• Compassionate
• Co-operative
• Friendly
Conscientiousnes
s
• Dutiful
• Responsible
• Self-disciplined
NC’s Highest Scoring Traits
Sources: Brand NC Fact Pack, Cambridge University Personality Map

5. North Carolina’s brand must appeal to changing
demographics within the state
5
2
2.5
3
3.5
4
4.5
5
Friendlin…
Hospitality
Community
Courtesy
Kindness
Loyalty
Respect
Responsi…
Compass…
Honesty
Independ…
Courage
Creativity
Collabora…
Innovation
Empathy
Fairness
Diversity
Equality
Inclusive…
North Carolina Core Values
“Fresh Air, Open Arms” also captures an aspiration to improve
inclusiveness and equality
Personality· Assets· Promise
Sources: Brand NC Fact Pack, United States Census Bureau, The Daily Tar Heel
92% of net growth in
population is non-white
NC population growth rate
is 3.28% (12th in US)

6. North Carolina is home to people with different
views all along the political spectrum
6
Personality· Assets· Promise
Sources: USelectionatlas.org
2012
“Fresh Air, Open Arms” celebrates all kinds of diversity
Republican: 50.39%
Democrat: 48.35%

7. North Carolina has a wide variety of cultures
spread throughout the state
7
Sources: NCpedia.org
Coastal Plain  Outer
Banks
Piedmont  “the foot of
the Appalachian
Mountains”
Mountains  Appalachian
Mountains
Regions of North Carolina
Piedmont:
farming and
blues music
Coastal
Plain:
beaches and
historical sites
Mountains:
Blue Ridge
Mts & hiking

8. 8
Fresh Air, Open Arms
North Carolina PromiseNorth Carolina AssetsNorth Carolina
Personality
Personality· Assets· Promise

9. North Carolina has beautiful and diverse natural
assets that are unique to the state
9
Personality· Assets· Promise
Grandfather Mountain State
Park
The Mile High Swinging Bridge
Blue Ridge Parkway The Outer Banks

10. The brand must build on North Carolina’s strong
image as natural haven
Personality· Assets· Promise
10
Many people associate
North Carolina with nature6
6
7
7
7
8
8
9
9
9
10
10
11
13
18
27
0 5 10 15 20 25 30
Great for professional/college sports
Natural, unspoiled scenic beauty
Interesting inns/bed & breakfasts
Truly beautiful scenery
Warm, friendly people
Good weather in the summer
Good trail system
Noted for its cleanliness
Great for winery/vineyard touring
Not too crowded
Good contrast of seasons
Great for outdoor adventure sports
Great for beaches/watersports
Beautiful fall colors/foliage
Good for motorsports/NASCAR…
Diverse landscape
NC Image Strengths vs. Competition
Source: Longwoods International, Trone Consumer Panel

11. Focusing on these areas will leverage North
Carolina’s current tourism strengths
Personality· Assets· Promise
Sources: North Carolina Department of Commerce
Overnight Visitor Activities in North Carolina 2012
Visiting Relatives/Family Reunion 31.6% Nightclubs/Dancing 4.3%
Shopping 20.5% Old homes/Mansions 3.9%
Beach 17.7% Fishing (salt or freshwater) 3.9%
Visiting Friends 17.2% Gardens 3.8%
Rural Sightseeing 13.8% Art Galleries 3.4%
Fine Dining 13.2% Casino/Gaming 3.3%
Historic Sites/Churches 8.7% Special Events 3.3%
State/National Park 8.3% Nature Travel/Eco Touring 3.3%
Urban Sightseeing 7.5% Wine Tasting/Winery Tour 2.8%
Wildlife Viewing 6.1% Golf 2.7%
Museums 6.0% Zoos 2.6%
Hiking/Backpacking 4.4% Biking 2.3%
0
5
10
15
20
25
1995 1999 2003 2007 2011
BillionsofDollars
Annual NC Visitor Expenditures
Average
annual growth:
4.7%
11
“After our beaches take your breath away, you’ll breath a little easier”

12. 12
Fresh Air, Open Arms
North Carolina PromiseNorth Carolina AssetsNorth Carolina
Personality
Personality· Assets· Promise

13. The North Carolina brand should promise to foster
a high-quality residential environment
Personality· Assets· Promise
NC cost of living is well below
national average
NC has the14th lowest health
care & hospital expenditures
Personal health
care expenditure*
Hospital care
expenditure*
North Carolina $6,444 $2,280
U.S. $6,815 $2,475
*per capita; annual figure
13
Source: Thrivenc.com – North Carolina Dept. of Commerce

14. The North Carolina brand should promise to
encourage educational opportunities
Personality· Assets· Promise
Funding for public research universities per enrolled
student (2010)
$16,74
6
NC is the
#3 state in
funding per
student
14
Source: National Science Foundation

15. The North Carolina brand should promise to foster
a thriving business climate
Personality· Assets· Promise
Source: Forbes, Ernst & Young, CNBC
15
North Carolina is ranked
the 4th best state for
business
#1 lowest local &
state tax burden on
business
#3 workforce
(education, availability,
etc.)

16. The North Carolina brand should promise to
promote progress and innovation
Personality· Assets· Promise
Source: Researchtriangle.org
16
HQs and offices of leading
businesses
• Bank of America, Lowe’s, BB&T,
etc.
Top-tier research
universities
University of North
Carolina – Chapel Hill
North Carolina State
University
Wake Forest
University
Duke
University

17. The North Carolina brand could increase state
tourism revenues by $6.15 billion over the next 5
years
17
0
5000
10000
15000
20000
25000
30000
2013 2014 2015 2016 2017 2018
MillionsofDollars
Incremental Tourism Revenues
Incremental Revenue
Base Revenue
Discounted
incremental
revenues over 5
years of
$6.15 billion

18. This slogan reinforces all three components that
comprise North Carolina’s authentic brand
Fresh Air, Open Arms
Effective implementation can increase state tourism revenue $6.15B over 5
years
North Carolina PromiseNorth Carolina AssetsNorth Carolina
Personality
18

19. Appendix
19
Financial Analysis
• Assumptions
• Revenue Analysis –
Pt. 1
• Revenue Analysis –
Pt. 2
• Revenue Analysis –
Pt. 3
• Cost Analysis – Pt. 1
• Cost Analysis – Pt. 2
• Profitability Analysis
Demographic & Tourism Information
• NC Population Statistics
• NC Visitor Spending
• NC Hotel/Motel Demand
Benchmarking
• Key Features of MI & CO Campaigns
• Pure Michigan Campaign Stats
• Pure Michigan Spending Breakdown
• Pure Michigan Spending Breakdown cont.
• Colorado Campaign Results
• Colorado: Effects of Cutting Ad Spending
Education Information
• Top NC University Rankings
• Additional Educational Rankings
• US Research University
Funding
• K-12 Educational Statistics

20. North Carolina Population Statistics
20
• NC added almost 100,000 people from
2012 to 2013 (4th in US)
• NC population growth rate is 3.3% (14th in
US)
• NC has 10th largest population; only 50,000
behind Michigan
• NC is the only “high in-bound” state (>55%
of moves coming into the state) for every
year since 2004.
• 70% of the population growth is
concentrated in urban areas
• 92% of net growth in population is non-
white
Return to
Appendix
Reasons People Move to NC
Source: Daily Tar Heel, Winston Salem Journal, UNC Carolina Population Center

21. NC Visitor Spending
21
Average Growth
Rate of 4.7%
annually
Source: North Carolina Dept. of Commerce
Return to
Appendix

22. NC Increasing Visitor Numbers
22
NC Hotel/Motel Room Demand 2008-2013
Source: North Carolina Dept. of Commerce
Return to
Appendix

23. NC should crowd-source ideas, then
emulate the campaign in Michigan, not
Colorado
23
It’s Our Nature
NC must crowd-
source to create
authentic slogan,
but must pre-test
campaign to
ensure success
• Did not pre-test!
• Abandoned
successful
“Come to Life”
campaign
• Contracted
private ad
agency
• Returns $5.76
for each dollar
spentSource: SME Interview Collection, Denver Post, Longwoods Int’l Pure Michigan Report 2012
Return to
Appendix

24. Pure Michigan Campaign Statistics
24
• Pure Michigan was responsible
for 3.8 million visitors in 2012
• Those visitors spent $1.1B,
generating $79M in tax
revenues for the state
• State received $5.76 per dollar
spent on the campaign
• Cumulative ROI is $4.10 per
dollar spent since 2006
• 62% of Lodging & Tourism
Association members said out-
of-state visitors increased
Source: Michigan Economic Development Corporation, Longwoods International
Return to
Appendix

25. Pure Michigan Spending Breakdown
25
Pure Michigan Out-of-State Media
Plan
Source: Michigan Economic Development Corporation
Return to
Appendix

26. Pure Michigan Spending Breakdown cont.
26
Business Marketing Component
Media Partners: Wall Street Journal, Bloomberg Businessweek,
LinkedIn, Site Selection, IBTimes etc.
Grand Total Media Expense: $1,848,464
Source: Michigan Economic Development Corporation
Return to
Appendix

27. Results of Colorado Branding Effort
27
It’s Our
Nature
“That’s what we came up with?”
– Mark Ferrandino, Colorado House
Speaker
According to multiple SME interviews, major
cause of Colorado branding struggles was
lack of pre-testing
Many tourism experts are puzzled & worried that Colorado has not
pursued “Come to Life” campaign that has shown promise – returned
$17 per dollar spent on campaign
Source: The Denver Post, SME Interviews
Return to
Appendix

28. Effects of Cutting Advertising Spending
28
In 1993, Colorado became the first state to eliminate its tourism
marketing function. It cut the budget from $12M annually to $0.
Summer Resort
Destination Rank
1993 - #1
1994 - #17
Source: Longwoods International whitepaper
Return to
Appendix

29. Support has cultivated quality public universities
in addition to private
2014 National University Rankings
University of North
Carolina – Chapel Hill
#30
North Carolina State
University
#101
Wake Forest
University
#23
Duke
University
#7
These universities (and many more) provide NC residents with a
variety of nearby, high-quality options for higher education
Source: US News & World Report
29
Return to
Appendix

30. Additional Educational Rankings
• On a ranking of the “National Best Universities” – Duke (7), Wake Forest University (23), UNC Chapel
Hill (30), North Carolina State University (101)
• On a ranking of the best “Public Universities” – UNC Chapel Hill (5)
• On a ranking of the best “National Liberal Arts Colleges” – Davidson (9)
• On a ranking of the best universities “In the South” – Elon University (1), Appalachian State University
(9), UNC Wilmington (15), Queens University (18), Campbell University (27)
• On a ranking of the best universities in the “Regional Market” – High Point University (1), Meredith
College (2)
• On a ranking of the best “Historically Black Colleges” – seven schools ranked in North Carolina,
including North Carolina A&T (8), North Carolina Central (12)
• North Carolina ranks 48/51 on per-student support for public schools
Source: Brand NC Fact Pack
30
Return to
Appendix

31. NC is in the top quartile of all states in public
research university funding
Source: National Science Foundation
31
Return to
Appendix

32. In addition to its higher education system, the
K-12 system in North Carolina is very strong
• North Carolina leads the country in the number of National Board Certified
teachers with 19,799; that is 20% of all the National Board Certified Teachers
in US
• CBS News listed NC #14 on its ranking of Best Performing Public School
Students by State (based on scores from the National Assessment of
Educational Progress
• Education Week gave NC the 17th best overall score when evaluating each
state in six areas of educational policy and performance
32
Source: Thrivenc.com – North Carolina Dept. of Commerce, CBS News, Education Week
Return to
Appendix

33. Financial Assumptions
33
1. The growth rate of NC’s tourism industry (3.27% from 2000 – 2009; 7.52% from 2010 –
2013).
2. The proportion of in-state to out-of-state tourists (60% and 40% respectively) will remain
the same over the 5-year forecast
3. The incremental increase in out-of-state tourism was based on a benchmark from
Michigan’s “Pure Michigan” campaign. In 2012, the campaign was responsible for about
5.5% of state tourism revenue. Last year, tourism resulting from the campaign increased
18%. As the success of the “Pure Michigan” campaign will be difficult to emulate. The
percentages used in this model are much more conservative than those statistics.
4. The incremental increase of in-state tourism are reasonable estimates based on the
amount of advertising money budgeted for the campaign as well as the projected
effectiveness of the campaign
5. The total cost estimates were based on information provided by Professor Nick Didow. He
gave an estimated budget of $10M-40M annually depending on the success of the
campaign

34. Revenue Analysis – Pt. 1
34
2013 2014 2015 2016 2017 2018
Current Revenue Projection (Millions) 19798 20194 20598 21010 21430 21859
In-State (60%) 11879 12116 12359 12606 12858 13115
Out-of-State (40%) 7919 8078 8239 8404 8572 8744
Projected % increase due to advertising
In-State Increase - 1% 4% 2% 1% 1%
Out-of-State Increase - 0.5% 2% 4% 5% 6%
Incremental Tourism Revenue Pessimistic
In-State incremental revenue - 130 526 291 180 176
Out-of-State incremental revenue - 40 186 361 455 490
Total incremental tourism revenue - 170 713 653 635 665 2836
= Total incremental revenue over 5 years (non-discounted)
Pessimistic Case

35. Revenue Analysis – Pt. 2
35
= Total incremental revenue over 5 years (non-discounted)
2013 2014 2015 2016 2017 2018
Current Revenue Projection (Millions) 20322 21277 22277 23324 24421 25569
In-State (60%) 12193 12766 13366 13995 14652 15341
Out-of-State (40%) 8129 8511 8911 9330 9768 10227
Projected % increase due to advertising
In-State Increase - 2% 5% 3% 2% 2%
Out-of-State Increase - 1% 3% 6% 8% 8%
Incremental Tourism Revenue Moderate
In-State incremental revenue - 255 668 420 293 307
Out-of-State incremental revenue - 85 267 560 781 818
Total incremental tourism revenue - 340 936 980 1075 1125 4455
Moderate Case

36. Revenue Analysis – Pt. 3
36
Optimistic Case
2013 2014 2015 2016 2017 2018
Current Revenue Projection 20769 22223 23778 25443 27224 29129
In-State (60%) 12461 13334 14267 15266 16334 17478
Out-of-State (40%) 8307 8889 9511 10177 10889 11652
Projected % increase due to advertising
In-State Increase - 3% 6% 4% 3% 3%
Out-of-State Increase - 2% 4% 7% 10% 10%
Incremental Tourism Revenue Optimistic
In-State incremental revenue - 385 813 598 479 505
Out-of-State incremental revenue - 168 344 707 1132 1183
Total incremental tourism revenue - 553 1158 1306 1612 1688 6316
= Total incremental revenue over 5 years (non-discounted)

37. Cost Analysis – Pt. 2
37
Campaign Cost Pessimistic
2014 2015 2016 2017 2018
Michigan
Benchmark
Ad Agency Expense 5,000,000 5,000,000 5,000,000 5,000,000 5,000,000 50% 20%
In-State Tourism Spending 3,000,000 2,000,000 1,000,000 1,000,000 1,000,000 10% 3%
Regional Tourism Spending 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 20% 13%
National Tourism Spending - - - - - 0% 44%
Digital & Other Ad Spending 1,000,000 1,000,000 1,000,000 10% 8%
International Tourism Spending - - - - - 0% 3%
National Business Marketing - 1,000,000 1,000,000 1,000,000 1,000,000 10% 8%
Total 10,000,000 10,000,000 10,000,000 10,000,000 10,000,000 100% 100%
Campaign Cost Moderate
2014 2015 2016 2017 2018
Michigan
Benchmark
Ad Agency Expense 5,000,000 5,000,000 5,000,000 5,000,000 5,000,000 17% 20%
In-State Tourism Spending 3,000,000 2,000,000 1,500,000 1,000,000 500,000 2% 3%
Regional Tourism Spending 2,000,000 6,000,000 6,000,000 5,000,000 3,000,000 10% 13%
National Tourism Spending - - 5,000,000 10,000,000 15,000,000 50% 44%
Digital & Other Ad Spending 1,000,000 1,000,000 2,000,000 2,000,000 7% 8%
International Tourism Spending - - - - 2,000,000 7% 3%
National Business Marketing - 1,000,000 1,500,000 2,000,000 2,500,000 8% 8%
Total 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 100% 100%

38. Cost Analysis – Pt. 2
38
Campaign Cost Optimistic
2014 2015 2016 2017 2018
Michigan
Benchmark
Ad Agency Expense 5,000,000 5,000,000 5,000,000 5,000,000 5,000,000 13% 20%
In-State Tourism Spending 3,000,000 2,000,000 2,000,000 2,000,000 2,000,000 5% 3%
Regional Tourism Spending 2,000,000 6,000,000 6,000,000 6,000,000 6,000,000 15% 13%
National Tourism Spending - 5,000,000 12,000,000 20,000,000 20,000,000 50% 44%
Digital & Other Ad Spending 1,000,000 2,000,000 2,500,000 2,500,000 6% 8%
International Tourism Spending - - 500,000 1,500,000 1,500,000 4% 3%
National Business Marketing - 1,000,000 2,500,000 3,000,000 3,000,000 8% 8%
Total 10,000,000 20,000,000 30,000,000 40,000,000 40,000,000 100% 100%

39. Profitability Analysis
39
Pessimistic Case (in Millions)
2014 2015 2016 2017 2018
Incremental Revenues 170 713 653 635 665
Total Cost (10) (10) (10) (10) (10)
Statewide Tourism Profits 160 703 643 625 655
Moderate Case (in Millions)
2014 2015 2016 2017 2018
Incremental Revenues 340 936 980 1075 1125
Total Cost (10) (15) (20) (25) (30)
Statewide Tourism Profits 330 921 960 1050 1095
Optimistic Case (in Millions)
2014 2015 2016 2017 2018
Incremental Revenues 553 1158 1306 1612 1688
Total Cost (10) (20) (30) (40) (40)
Statewide Tourism Profits 543 1138 1276 1572 1648