gen xy
TRANSCRIPT
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A STATE OF LIFE by GEN XY
BrandNC: A STATE OF LIFE
Presentation by GEN XYJim and Ashley Britton
Paul and Courtney Chang
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A STATE OF LIFE by GEN XY
NC Essence Statement
“North Carolina is a ‘State” of “Life’. A proud collective community forged from our history and building an enhanced future.
From ‘First in Flight’ to a leader on the information highway, North Carolina encourages businesses, residents, and visitors to explore opportunities of the great state and its people.
For a day or for a lifetime, you’re always welcome.”
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A STATE OF LIFE by GEN XY
NC Brand Story: Our history is rooted in adaptation and optimizing opportunities
• The “Rip Van Winkle” state has awakened
– No longer tobacco dependent
– “Good roads state” > “First in Flight” > forefront of IT
• The first state university UNC-CH
• NASCAR with its roots in the Appalachian region
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A STATE OF LIFE by GEN XY
NC Brand Personality
• Welcoming/Friendly
• Adaptive
• Vibrant
• Lively
• Proud
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A STATE OF LIFE by GEN XY
Our Brand Promise: Target Audiences
• Businesses
• Residents
• Visitors
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A STATE OF LIFE by GEN XY
NC Brand Promise: Businesses
• Growing Population = workforce and consumers
• 3 major Combined Statistical Areas with populations over 1.6 million (as of 2012)
–Metrolina - 2.45 million
– The Triangle - 1.99 million
– The Triad - 1.6 million
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A STATE OF LIFE by GEN XY
NC Brand Promise: Businesses
• Immigration = large growth in diversity
• High numbers of people moving from the Northeastern area of the US, Florida and even as far away as California
• The current population density allows room to accommodate growing populace.
• Future - NC will pass 10.8 million mark in 2020 … 12.3 million by 2030.
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A STATE OF LIFE by GEN XY
North Carolina Population
• Future - NC will pass 10.8 million mark in 2020 … 12.3 million by 2030
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A STATE OF LIFE by GEN XY
NC Brand Promise: Businesses
• 2013 CNBC report, NC ranked 12th in the US for business
•Forbes ranked NC 4th for business and careers
• CNBC - #3 in Workforce, #10 in Tech, #15 in Access to Capital
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A STATE OF LIFE by GEN XY
CNBC 2013 Report
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NC Brand Promise: Businesses
• NC has the smallest Union workforce allows for costs 19% below the average
• New York - “Open for Business” but ranked 35th
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A STATE OF LIFE by GEN XY
NC Brand Promise: Businesses
• Currently 12th Enterprising State in US – U. Chamber of Commerce – Maryland #1, Virginia #3, TX #6, GA #9, FL #10
• Opportunities in University Incubators and Technology Transfers
• Information Tech
• Material Sciences
• Medical Diagnostics and Devices
• Green Technologies
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U.S. Chamber of Commerce – Enterprising States
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NC Brand Promise: Residents
• Cost of living in the top half of US
• Geography & Climate
–Top 10 (#9) for best weather year round
• Higher Education – Top 5 in:– Digital Librarianship and Archives, Social Work,
Clinical Psychology, Dental, Nursing, Internal Medicine, Veterinary, Pharmacy, Physician Assistant, etc.
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NC Brand Promise: Residents/Visitors
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NC Brand Promise: Residents/Visitors
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NC Brand Promise: Residents
• K-12 Education– 7th ranked state by American Legislative Exchange Council.
• Based on state academic standards, private\charter school choice and teacher quality
– Room to grow and improve
• 28th ranking with C in State Education Policies
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NC Brand Promise: Residents/Visitors
• Cultural enrichment
•DPAC is #4 ranked theater in US
• College sports
•Aquariums - Top 20 by the Travel Channel
• Music:
–Bluegrass and Southern Soul
–Recent pop music success in American Idol
–Tennessee – “The Stage is Set for You” NC can compete
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NC Brand Promise: Residents/Visitors
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NC Brand Promise: Residents/Visitors
• Lifestyle – beaches and mountains
• US News - Best family beach vacations in USA – Outer banks
• Biltmore and the Blue Ridge Parkway
–Top 10 architecture
–Most visited winery in the US (600K annually)
• NC Yadkin Valley region- top 25 region by size for special soil and climate for wine grapes
• Go from the beach to the mountains in one day
• SC (more commercialism) VA (Not as ideal)
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A STATE OF LIFE by GEN XY
Branding Implementation
• Start from within• If you’re constituents aren’t onboard, how can we
expect to convince outsiders?
• We need to let people know that we are ALL IN.
• We are proud of our “State of Life”
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A STATE OF LIFE by GEN XY
Branding a lifestyle like Harley-Davidson …
• To be a part of this exclusive lifestyle you have to be a stakeholder
• Everyone that owns one is proud of it and flaunts it proudly
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Branding Premise
• “I’m NC” declaration of a common bond with the tagline “We’re a State of Life”
– Imagery states: “I’m a proudly a part of a state that offers all of this to foster a way of life I find vibrant and fulfilling … don’t you want?”
– Suggests something that is undoubtedly only attainable through some tie to the state
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A STATE OF LIFE by GEN XY
The Logo
• “Make it simple, but significant”
• “Simplicity is the ultimate sophistication”
• A logo that anyone can recognize that is non-intrusive, gaudy, or overly ornate
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A STATE OF LIFE by GEN XY
Variations
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A STATE OF LIFE by GEN XY
More Variations
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More Variations
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More Variations
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A STATE OF LIFE by GEN XY
Picture this television ad
• Visualize persons from diverse backgrounds (education, race, political affiliation) stating two simple words … “I’m NC”
• Some are faces we recognize, some we don’t
• Highlight a North Carolinian of the day? Week? Year?
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A STATE OF LIFE by GEN XY
Social Media (Twitter, Facebook, LinkedIn, Pinterest, Flickr, Instagram)
– “Who was that on the latest commercial? Find out at http://bit.ly/imnc” (Facebook, Twitter, LinkedIn)
– Where to eat (Twitter)
– Local restaurant specials (Facebook, Twitter)
– Events (Facebook, Twitter, LinkedIn)
– I’M NC group (LinkedIn, Facebook)
– Photos (Flickr, Instagram)
– Local goods from local businesses/artists (Pinterest)