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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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Presentation Transcript
slide1

Ambassador’s lunch – 4th December

Rupert Cox, Acting CEO Into Somerset

Chris Langdon, Business Development Consultant to Into Somerset

into somerset
Into Somerset

Promoting Somerset &

encouraging inward investment

from key target markets

into somerset3
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
Business Requirements
  • Top 5 factors important for business location
  • Lifestyle
  • Internet & Telecom
  • Access to markets
  • Easy local travel
  • Availability of workforce
business requirements5
Business Requirements
  • What is meant by “lifestyle”?
    • Easy local travel
    • Good air quality
    • Coast & Country
    • Good schools
    • Good housing
into somerset6
Into Somerset

Business requirements

Perceptions of Somerset

Our target markets

Creating a Somerset brand

perceptions of somerset
Perceptions of Somerset

Business Location

perceptions of somerset9
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 somerset10
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

slide12

4 functional zones of Somerset

NE Triangle

Frome

Minehead

Lifestyle & Tourism

Bridgwater

M5 Corridor

Taunton

A 303 Corridor

Yeovil

into somerset13
Into Somerset

Business requirements

Perceptions of Somerset

Our target markets

Creating a Somerset brand

Help appreciated!

target markets
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 markets15
Target Markets

Which sectors should we target?

Strong Sectors:Advanced Engineering

Food & Drink

Growing Sectors:Business Services

Creative Industries

Emerging Sectors: Energy & Environment

target markets16
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
Creating the Somerset Brand
  • Business requirements
  • Perceptions of Somerset
  • Our target markets
  • Creating a Somerset brand
the challenge
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 brand19
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 brand20
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 brand21
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 brand22
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 brand27
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 brand28
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 somerset29
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
slide30

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

slide31

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

slide32

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.
slide33

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