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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
Into Somerset Promoting Somerset & encouraging inward investment from key target markets
Into Somerset • Business requirements for location • Perception of Somerset • Our target markets • Creating a Somerset brand • Who has invested • What next for 2010
Business Requirements • Top 5 factors important for business location • Lifestyle • Internet & Telecom • Access to markets • Easy local travel • Availability of workforce
Business Requirements • What is meant by “lifestyle”? • Easy local travel • Good air quality • Coast & Country • Good schools • Good housing
Into Somerset Business requirements Perceptions of Somerset Our target markets Creating a Somerset brand
Perceptions of Somerset Business Location
Perceptions of Somerset Lifestyle
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?
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
4 functional zones of Somerset NE Triangle Frome Minehead Lifestyle & Tourism Bridgwater M5 Corridor Taunton A 303 Corridor Yeovil
Into Somerset Business requirements Perceptions of Somerset Our target markets Creating a Somerset brand Help appreciated!
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
Target Markets Which sectors should we target? Strong Sectors:Advanced Engineering Food & Drink Growing Sectors:Business Services Creative Industries Emerging Sectors: Energy & Environment
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
Creating the Somerset Brand • Business requirements • Perceptions of Somerset • Our target markets • Creating a Somerset brand
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
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
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)
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
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
Creating the Somerset Brand INTERNAL MARKETS EXTERNAL MARKETS • Promoting Somerset • Online (Web, Social Media, Case studies) • Offline (PR, Advertising, Somerset Booklet) • Business to Business
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
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
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
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
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.
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