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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


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.”


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


NC Brand Personality

• Welcoming/Friendly

• Adaptive

• Vibrant

• Lively

• Proud


Our Brand Promise: Target Audiences

• Businesses

• Residents

• Visitors


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



• 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.


North Carolina Population

• Future - NC will pass 10.8 million mark in 2020 … 12.3 million by 2030



• 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


CNBC 2013 Report



• NC has the smallest Union workforce allows for costs 19% below the average

• New York - “Open for Business” but ranked 35th



• 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


U.S. Chamber of Commerce – Enterprising States


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.


NC Brand Promise: Residents/Visitors


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



• 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



• 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)


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”


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


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


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


Variations


More Variations


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?


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)

http://bit.ly/imnc