Into Somerset Presentation - 04.12.09
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Transcript of Into Somerset Presentation - 04.12.09
Rupert Cox, Acting CEO Into Somerset
Chris Langdon, Business Development Consultant to Into Somerset
Into Somerset: 4th December 2009
Into Somerset
Promoting Somerset &
encouraging inward investment
from key target markets
In this presentation
• Business requirements for location
• Why Somerset?
• Perception of Somerset
• Target markets
• Creating a Somerset brand
• What next for 2010?
Business Requirements
• Access to markets
• Easy local travel
• Availability of workforce
• Lifestyle
• Internet & Telecom
Top 5 factors important for business location
Business Requirements
What is meant by “lifestyle”?
• Easy local travel
• Good air quality
• Coast & Country
• Good schools
• Good housing
Why Somerset?
• Excellent business networks
• £9bn economy
• Low cost of living / rent
• Skilled workforce, fast broadband
• Superb lifestyle (coast & country)
• Road and rail links (1:40 to London)
• Good schools
Perceptions of Somerset
Requirement
Lifestyle
Internet
Access to Markets
Easy local travel
Workforce
Satisfaction
98%
89%
83%
85%
82%
Perception
66%
39%
36%
51%
33%
Business Location
Perceptions of Somerset
Requirement
Easy local travel
Good air quality
Coast & country
Good schools
Good housing
Satisfaction
91%
96%
98%
93%
78%
Perception
40%
63%
69%
38%
40%
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 SomersetTop 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
Real Somerset Industry
Somerset: 2007 Employment(Full Time Equivalent)
Food & Drink (Inc Ag) 18,557
Leisure & Tourism 8,169
Advanced Engineering 7,051
Public admin, Educ, Health 25,074
Manufacturing 31,558
Business Services 32,518
Minehead
Bridgwater
Taunton
Yeovil
Frome
4 functional zones of Somerset
A 303 Corridor
M5
Cor
ridor
NE TriangleLifestyle & Tourism
Target Markets
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.
What kind of business should we target?
Target Markets
Emerging Sectors: Energy & Environment
Growing Sectors: Business Services
Creative Industries
Strong Sectors: Advanced Engineering
Food & Drink
Which sectors should we target?
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
Old BrandNice, Rural, Cider,
Lifestyle,
Don’t know where it is.
Agriculture, Tourism,
Food & Drink,
Don’t know
Target Markets25-44 yr olds
High value Entrepreneurs
Growing and emerging sectors
South & East
The Challenge
Creating the Somerset Brand
Progressive: Mixing old and new, cutting edge, global customers
Traditional: Communities, landscape, food, skills
Independent: History, free thinkers, rebellious spirit.
Lifestyle: Country, coast, clean air, communities, schools.
Entrepreneurial: High start up rates, innovation, collaboration, good survival.
Connected: Accessible, London, International, Top Internet.
Creative & Cultural: Festivals, crafts, drama, design
Creating the Somerset Brand
• 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)
INTERNAL MARKETS
EXTERNAL MARKETS
Outdoor Campaign
Outdoor Campaign
Outdoor Campaign
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
The Into Somerset Team
• Rupert Cox – Acting Chief Executive (& CEO of the Somerset Chamber)
• Owen Tebbutt – Marketing Co-ordinator (Secondment from IBM)
• Gerard Tucker – Enquiry Handling Manager (Secondment from South Somerset District Council)
• Chris Langdon –Business Development Consultant• Kim McDonald – Ambassador Co-ordinator (Somerset
Chamber)• Adrian Bishop (ADPR Ltd) – PR Consultant• Graham Godwin-Pearson (Mendip Media) Social Media co-
ordinator & video case studies• Halo Media - Website & design• Officers from the 6 partner local authorities
What’s happening in 2010• Dedicated “Enquiry Handling” resource to achieve the
target of 60 businesses supported by end March 2010
• Continue to grow the Somerset commercial property profile on the web.
• 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.