Post on 04-Jul-2015
description
+
Branding Rochester
Survey Results
Conducted by Brad VanAuken
Global brand consultant
Author, Brand Aid
+Background
Survey conducted online between July 4, 2012 and October 7, 2012
People solicited through social media (Facebook, LinkedIn, AdHuband email solicitations; targeted groups focused on Rochester, NY)
452 people started the survey
383 (84.7%) people completed the survey
Slides in which you see or indicate how people who were not born and raised in Rochester differed in their responses from those who were born and raised in Rochester
N = at the bottom of each page indicates the number of people who completed the question on that page
N = 449
N = 447
N = 256
N = 438
+Other Reason Live in Rochester
(open-ended responses)
Moved here as a child due to parent’s job (4)
A job (3)
Met spouse/partner here (2)
Friends/relatives live here (2)
Spouse is a student here (2)
Best Upstate city (2)
Don’t live here (2)
N = 30
N = 377
N = 379
N = 378
N = 382
N = 352
N = 430
N = 430
74.1% VS. 63.9%
73.7% VS. 64.4%
32.3% VS. 19.6%
N = 430
31.5% VS. 40.7%
44.8% VS. 54.6%
45.7% VS. 55.7%
55.2% VS. 64.4% 51.3% VS. 60.8%
+Rochester’s Greatest Assets (word
cloud)
N = 52
+What are Rochester’s Greatest
Assets? (other responses)
Smart people live here, intellectual/entrepreneurial capital (5)
Jazz (Xerox Rochester International Jazz Festival, Exodus to Jazz) (5)
Arts & culture (4)
High tech work, great companies to work for (4)
Good suburban schools (3)
Water supply (3)
Lack of catastrophic weather (3)
N = 52
+What are Rochester’s Greatest
Assets? (other responses)
Great restaurants (3)
Strong spiritual community (3)
Good healthcare (2)
Great for cyclists (2)
Good place for artists and musicians (2)
Natural beauty (2)
Genesee River (2)
Social justice tradition (2)
George Eastman House (2)
N = 52
N = 422
N = 422
37.7% VS. 53.5%
+Assets Rochester is Not Leveraging
Well – Other (word cloud)
N = 44
+Assets Rochester is Not Leveraging Well
– Other (open-ended responses)
Affordability (5)
Don’t know (4)
World-class culture/arts (3)
Lack of career opportunities (2)
Quality of workforce (2)
Creative class/high tech (2)
Abundant water supply (2)
Short commute times (2)
Cultural diversity (2)
Poor community is a blight (2)
N = 44
+Best Part About Living Here (word
cloud)
N = 329
+What do you like best about Rochester? What is the
best part about living here? (open-ended response)
Can get anywhere in 20 minutes, easy to get around, lack of traffic (84)
Thriving arts/cultural assets (83)
Affordable, low cost of living (48)
Nice/moderate weather, four seasons, great summers (44)
Small town feel, medium sized city, big city amenities/culture (40)
Warm, friendly, educated, smart, creative people (38)
Lots to do (34)
N = 329
+What do you like best about Rochester? What is the
best part about living here? (open-ended response)
Great place to raise a family (27)
Great schools (27)
Affordable housing (26)
High quality of life (26)
Pleasant, hassle-free living environment (25)
Four-season outdoor recreational opportunities (21)
Music, jazz, RPO (18)
Scenic countryside/natural beauty (15)
N = 329
+What do you like best about Rochester? What is the
best part about living here? (open-ended response)
Good food/restaurants (15)
Close to other places of interest (NYC, Toronto, Canada,
Boston, Cleveland, Adirondacks, Thousand Islands, etc.) (15)
My family is here (15)
Finger Lakes (12)
Festivals (12)
Cultural diversity (11)
Close to friends (11)
N = 329
+What do you like best about Rochester? What is the
best part about living here? (open-ended response)
Parks (10)
Quality/high tech jobs (10)
Interesting, walkable city neighborhoods (Park Avenue, South
Wedge) (10)
Nice, safe, quiet suburbs (10)
Wegmans (9)
Lake Ontario, lakes (9)
Access to water (7)
N = 329
+What do you like best about Rochester? What is the
best part about living here? (open-ended response)
Opportunities for intellectual growth (7)
Rural/farm country close by (6)
Shopping (6)
Public Market (5)
Safe weather (5)
Quality healthcare (5)
Rich history (4)
Woods, trails (4)
N = 329
+What do you like best about Rochester? What is the
best part about living here? (open-ended response)
Cycling opportunities (3)
Sports, sporting events (3)
Affordable golfing opportunities (3)
Stable/resilient economic environment (3)
George Eastman House (3)
Local food scene (2)
Beautiful homes (2)
Erie Canal (2)
Clean (2)
N = 329
N = 424
N = 424
53.3% VS. 37.2%
N = 424
7.9% VS. 19.4%
7.9% VS. 17.8%
60.7% VS. 71.2%
40.6% VS. 50.8%
N = 404 1 = not important, 2 = somewhat unimportant, 3 = somewhat important, 4 = important, 5 = very important
N = 404 1 = not important, 2 = somewhat unimportant, 3 = somewhat important, 4 = important, 5 = very important
2.78 VS. 3.01
2.45 VS. 2.68
N = 404
N = 3911 = not at all, 2 = very slightly, 3 = moderately, 4 = greatly, 5 = very greatly
N = 3911 = not at all, 2 = very slightly, 3 = moderately, 4 = greatly, 5 = very greatly
4.05 vs. 3.83
3.75 vs. 3.46
3.51 vs. 3.23
N = 391
1 = not at all, 2 = very slightly, 3 = moderately, 4 = greatly, 5 = very greatly
3.37 VS. 3.66
N = 391
+Amenity Importance vs. Delivery
1
2
3
4
5Good job opportunities
Good medical care
Affordable housing
Low crime
Good school systems
Low cost of living
Attractive neighborhoods
Friendly people
Well educated population
Short commutes
Scenic beauty
Abundant cultural amenities
Clean highways and public spacesGood restaurants
Many places to go and things to do on the weekends
Outdoor recreational opportunities
Low taxes
Numerous colleges and universities
Vibrant downtown
Temperate climate
Diverse population
Ample shopping opportunities
Beautiful architecture
Ample nightlife
Many spectator sports
Importance
Delivery
N = 404, 391
Delivery: 1 = not at all, 2 = very
slightly, 3 = moderately, 4 =
greatly, 5 = very greatly
Importance: 1 = not important, 2
= somewhat unimportant, 3 =
somewhat important, 4 =
important, 5 = very important
N = 371 Note: “Compelling” is the most important attribute followed by “Unique”
+Attracting Residents (word cloud)
N = 241
+How do you think Rochester should talk about itself to
attract and keep the greatest number of residents?
(open-ended response)
Outstanding arts & culture (54)
Great place to raise a family (41)
Affordable, low cost of living (33)
Great schools (22)
Less negativity, focus on the positive, be proud (21)
Colleges and universities, good higher education (21)
Short, easy commutes (20)
Innovative, entrepreneurial spirit (17)
N = 241
+How do you think Rochester should talk about itself to
attract and keep the greatest number of residents?
(open-ended response)
Big city assets, small town feel (16)
High quality of life (15)
Smart, educated population (15)
Affordable housing (15)
Scenic, natural beauty (14)
Science, technology (13)
Need more job opportunities (12)
Friendly people (11)
N = 241
+How do you think Rochester should talk about itself to
attract and keep the greatest number of residents?
(open-ended response)
Comfortable, easy place to live (11)
Outdoor recreational opportunities (11)
Music (9)
Finger Lakes (9)
Reduce taxes (9)
Lots to do (8)
Good restaurants/food (7)
Moderate weather, four seasons, nice summers, no severe weather (7)
N = 241
+How do you think Rochester should talk about itself to
attract and keep the greatest number of residents?
(open-ended response)
Progressive city (7)
Rich history (of pioneers) (7)
Safe, low crime (6)
Make Rochester more attractive to young people (6)
Cultural diversity (6)
Creative people (6)
Easy access to other cities (Toronto, NYC) (5)
Good healthcare (5)
N = 241
+How do you think Rochester should talk about itself to
attract and keep the greatest number of residents?
(open-ended response)
Vibrant, high energy (4)
Intellectually stimulating (4)
Quality/educated workforce (4)
Water (4)
Wegmans (3)
Clean (3)
Stable economy, reinvents itself (3)
N = 241
+How do you think Rochester should talk about itself to
attract and keep the greatest number of residents?
(open-ended response)
On the rise (3)
Stimulating, inspiring (2)
Sophisticated (2)
Bike-friendly (2)
Parks (2)
Festivals (2)
Clean up litter (2)
N = 241
+Attracting Tourists (word cloud)
N = 240
+How do you think Rochester should talk about itself to
attract the greatest number of tourists? (open-ended
response)
Gateway to the Finger Lakes (60)
Arts & culture (59)
(Music) festivals & events (52)
Wineries/wine tours (43)
Water, Lake Ontario, lakes, river, beaches (39)
Music, jazz (38)
Scenery, outdoor spaces/activities (36)
History, historical sites (27)
N = 240
+How do you think Rochester should talk about itself to
attract the greatest number of tourists? (open-ended
response)
Food, restaurants (17)
Museums (12)
George Eastman House (12)
(State) parks (11)
Erie Canal (10)
Proximity to other places (Buffalo, Niagara Falls, Niagara-on-
the-Lake, Toronto) (9)
Strong Museum (8)
N = 240
+How do you think Rochester should talk about itself to
attract the greatest number of tourists? (open-ended
response)
Friendly people (8)
Sports (7)
RMSC (7)
Wegmans (6)
Colleges (6)
Affordable (5)
Nightlife (4)
Theater, shows (4)
N = 240
+How do you think Rochester should talk about itself to
attract the greatest number of tourists? (open-ended
response)
Golf (3)
Fix Main Street, clean up beach (2)
Architecture (2)
Shopping (2)
Performing arts (2)
N = 240
+Rochester’s Quality Clusters
Affordable, hass
le free, easy
Friendly
Excellent
schools/universities,
smart/highly
educated
people, science and
technology Scenic
beauty, water, Fi
nger
Lakes, outdoor
recreation
Progressive, div
erse, sophisticat
ed, stimulating
Innovative, creat
ive, entrepreneu
rial
Big city
culture, music, ar
ts
Food, wine
, wineries
+
Thank you!Questions?