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Ambassador’s lunch – 4 th December. Rupert Cox, Acting CEO Into Somerset Chris Langdon, Business Development Consultant to Into Somerset. Into Somerset. Promoting Somerset & encouraging inward investment from key target markets. Into Somerset. Business requirements for location

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Ambassador’s lunch – 4th December

Rupert Cox, Acting CEO Into Somerset

Chris Langdon, Business Development Consultant to Into Somerset


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Into Somerset

Promoting Somerset &

encouraging inward investment

from key target markets


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Into Somerset

  • Business requirements for location

  • Perception of Somerset

  • Our target markets

  • Creating a Somerset brand

  • Who has invested

  • What next for 2010


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Business Requirements

  • Top 5 factors important for business location

  • Lifestyle

  • Internet & Telecom

  • Access to markets

  • Easy local travel

  • Availability of workforce


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Business Requirements

  • What is meant by “lifestyle”?

    • Easy local travel

    • Good air quality

    • Coast & Country

    • Good schools

    • Good housing


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Into Somerset

Business requirements

Perceptions of Somerset

Our target markets

Creating a Somerset brand


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Perceptions of Somerset

Business Location



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Perceptions of Somerset

  • Top 5 descriptions to define Somerset

    • Nice - attractive, beautiful, clean, unspoilt, picturesque

    • Rural - countryside / farms

    • Lifestyle - nice place to live, pleasant, leisurely

    • Cider - apples

    • Don’t know – not sure where it is?


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Perceptions of Somerset

Top 5 Industries associated with Somerset

Ex Somerset Response

Agriculture

Food & Drink

Tourism

Don’t Know

??

In Somerset Response

Agriculture

Tourism

Food & Drink

Aviation

Other manufacture



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4 functional zones of Somerset

NE Triangle

Frome

Minehead

Lifestyle & Tourism

Bridgwater

M5 Corridor

Taunton

A 303 Corridor

Yeovil


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Into Somerset

Business requirements

Perceptions of Somerset

Our target markets

Creating a Somerset brand

Help appreciated!


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Target Markets

What kind of business should we target?

  • People and Businesses that :

    • add value to the economy.

    • are more “mobile” businesses.

    • are in strong and growing sectors.

    • need what Somerset offers.

    • wealth moving west


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Target Markets

Which sectors should we target?

Strong Sectors:Advanced Engineering

Food & Drink

Growing Sectors:Business Services

Creative Industries

Emerging Sectors: Energy & Environment


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Target Markets

  • Into Somerset is targeting:

  • Five industry sectors

  • Higher value, skills, knowledge

  • South & East of UK

  • 25-44 yr old Demographic

  • Energy / Nuclear supply chain


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Creating the Somerset Brand

  • Business requirements

  • Perceptions of Somerset

  • Our target markets

  • Creating a Somerset brand


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The Challenge

Old Brand

Nice, Rural, Cider,

Lifestyle,

Don’t know where it is.

Agriculture, Tourism,

Food & Drink,

Don’t know

Target Markets

25-44 yr olds

High value Entrepreneurs

Growing and emerging sectors

South & East


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Creating the Somerset Brand

Entrepreneurial:High start up rates, innovation, collaboration, good survival.

Lifestyle:Country, coast, clean air, communities, schools.

Connected:Accessible, London, International, Top Internet.

Traditional:Communities, landscape, food, skills

Creative & Cultural:Festivals, crafts, drama, design

Independent:History,free thinkers, rebellious spirit.

Progressive:Mixing old and new, cutting edge, global customers


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Creating the Somerset Brand

INTERNAL MARKETS

EXTERNAL MARKETS

  • Promoting Somerset

    • Online (Web, Social Media, Case studies)

    • Offline (PR, Advertising, Somerset Booklet)

    • Business to Business (Ambassadors, Chambers of Commerce & other business networks, supply chain work, sector engagement, agent/developer relationships)


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Creating the Somerset Brand

  • Online Traffic Stats

    • 21,780 unique visitors

    • 7,000 You Tube views

    • 1,200 Twitter followers

    • 20 million Pay Per Click

    • 10,000 PPC click throughs

    • 18 video case studies www.intosomerset.co.uk

Social groups targeted:

25 – 55 years olds in UK conurbations:

MD, FD, sales directors, business owners


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Creating the Somerset Brand

  • Offline Profile

    • 57 online stories, 52 press releases and 24 case studies

    • Daily Telegraph Online, Daily Express, BBC Online and local media outlets

    • Star Radio, Heart 102.6fm, What’s on TV, BBC Politics Show, BBC Somerset

    • First ever Ad campaign London and South East






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Creating the Somerset Brand

INTERNAL MARKETS

EXTERNAL MARKETS

  • Promoting Somerset

    • Online (Web, Social Media, Case studies)

    • Offline (PR, Advertising, Somerset Booklet)

    • Business to Business


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Creating the Somerset Brand

  • Business to Business

    • Somerset Business Ambassadors

    • Target company dialogue

      • Advanced Engineering

      • Energy & Environmental Tech’

    • Partner commercial property agents

      • EG Property Link

      • Referral arrangements

    • Supply Chain Collaboration

      • EDF Energy – construction and nuclear specialists


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Into Somerset

  • Following the promotional work

    • Enquiry handling

      • Tailored service to suit investors

    • Facilitation

      • Connecting business to the right people (Premises referrals, Econ Dev, Planning, Business Link, Colleges, local business networks)

      • Stimulating supply chain

    • Following up !

      • Good customer care


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So who has invested in Somerset in the last year?

  • Electricity Alliance West

    - from Chepstow to Congersbury! Need to be in SW for contract – 20 jobs

  • Sunhill International Enterprises

    - from Portugal to Williton. Portuguese wine wholesaling – up to 5 jobs.

  • Melange Theatre

    - drama activity in Minehead from London – approx 5 jobs plus volunteers


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So who has invested in Somerset in the last year?

  • Grass Routes

    - from Hampshire to Wellington area, caravan & travel accessories – Up to 10 jobs

  • Lewis Civil Engineering

    - from Glamorgan to Bridgwater. Water pipeline contract for Sedgemoor – up to100 jobs

  • Scoot London

    - from London to Butleigh. Children's clothing design & distribution. Staff, premises, networks and mentoring


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What is happening in 2010

  • Dedicated “Enquiry Handling” resource from Gerard Tucker to achieve the target of 60 businesses supported by end March 2010

  • Improved engagement with the Ambassadors led by Kim McDonald

  • Continue to grow the Somerset commercial property profile on the web.


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What is happening in 2010

  • Into Somerset Conference in the spring of 2010 to showcase investors, highlight potential and profile sectors

  • Develop the EDF Energy supply chain work including procurement briefings, and contractor events

  • Maintain our high levels of success with on-line and off-line marketing – Glastonbury Festival, Investor Case Studies etc etc


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