Presentation Transcript
Marketing Indiana:Indiana Brand Positioning : Marketing Indiana:Indiana Brand Positioning Indiana is a progressive and exciting state with a strategic central North American location, cutting-edge research universities, and innovative and creative clusters of businesses, tourism attractions and cultural centers.
Marketing Approach :Marketing Approach Indiana Department of Commerce role
Champion the Indiana brand and image
Lead and coordinate marketing programs
Convene discussion and debate
Collect/maintain customer, prospect, and product data
Key focus areas
Research
Technology
Teamwork
Personal relationships
Introducing :Market Indiana Partners Introducing
MIP Goals :MIP Goals Improve Indiana’s competitiveness
Reposition Indiana
Create brand loyalty among Indiana businesses
Build relationships with targeted industries and site location consultants
Straw Poll Results :Straw Poll Results Chicago sales dinner 75%
CAR 71%
Site selector consulting 65%
New York sales dinner 62%
Atlanta sales dinner 62%
National brand building campaign 62%
In-state advertising 59%
Japan mission & World Expo 59%
BIO trade show 50%
2005 MIP Program :2005 MIP Program Business attraction - site selectors
Business attraction - company executives
Business attraction - trade shows
Business retention - Indiana businesses
Attraction & retention - special events
Measurements of Success :Measurements of Success Image improvement
Existing business perceptions & attitudes
Out-of-state business awareness of product
Number of contacts
Conversion of contacts
MIP Benefits :MIP Benefits Investment matched with IDOC marketing dollars
Access to information via quarterly update meetings
Regular monthly e-communications
Annual appreciation event with special programming
Recognition on IDOC web site and in annual report
Timely access to marketing research reports
Local meetings & customized presentations
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