into somerset presentation - 04.12.09
DESCRIPTION
The slideshow used to update Somerset businesses on the work of inward investment agency Into Somerset on 4th December 2009.TRANSCRIPT
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.