COLUMBUS Competing for tourists, talent and investment

Transcription

1 COLUMBUS Competing for tourists, talent and investment

2 Where it all began: 2007: Bicentennial commission Communications audit (corporations, universities, civic organizations, etc.) In depth interviews Resident input at a town hall (nearly 2,000 participants) 5,000 participants 10,000 comments RESULTS: Lack of consistency

3 Why does consistency matter Recognition Familiarity Trust What does brand have to do with it? The sum of everything a person knows about your product Why should I care? We all have a stake in bringing people to Columbus to live, work, play, and visit

4 Smart and open Colleges and Universities Battelle, Chemical Abstracts, OCLC Library, science center Diverse industries Opportunity Entrepreneurs and makers Live the lifestyle you want Be successful Get involved Forward Thinking The Hook Smart & Open Community Pride of Place Great Neighborhoods Eclectic People Spirit of Collaboration Stable Economy Realistic Planning Midwestern Work Ethic Solid Infrastructure

5 One Consistent Columbus Story Smart and Open Community Told by Many Recruiters and Relocation Specialists Experience Columbus Sports Commission Columbus Chamber Columbus 2020 Media Residents Economic Prosperity and Community Pride Jobs Business Relocations and Growth Enhanced Competitive Edge Improved Quality of Life Enhanced Destination Attractiveness

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7 2014: National perception research Methodology Qualitative: GfK conducted 32 in-depth interviews with 16 internal, Columbus stakeholders and 16 external opinion leaders (experts who cover travel, business, general trends, conference expos, sports events, and lifestyle) Quantitative: GfK conducted an online survey from June 11 July 1, 2014 among 2,504 total respondents National travelers Visitors to Columbus Residents of Columbus Residents of Chicago and Washington, D.C.

8 What makes this study different? We now know what Columbus needs to focus on Place Quality of the Environment City s Physical Attractiveness Green and Park Space Prerequisite Ease of Getting Around Ease of Finding Satisfactory, Affordable Hotels Public Amenities People Warmth and Friendliness Find People with whom I Fit In Safety Great Place to Raise a Family Pulse Nightlife and Urban Vitality Ease of Finding Things to Do Potential Quality of College Education Ease of Finding a Job Starting or Growing a Business Opportunities for Ordinary People to Get Ahead Presence Familiarity with City Contributions to the U.S.

9 The opportunity Greater Columbus welcomes 39.3 million visitors who generate $6.4 billion in direct visitor spend and support 75,000 jobs 8.5 million overnight trips (22%) Overnight visitors spend on average 3x more than daytrippers Main purpose of overnight trip 82% Leisure 18% Business (or business plus leisure) Main purpose of leisure trip 50% visiting friends or relatives Next closest is to attend a special event, at 10% 71% of Columbus residents would recommend a visit for leisure, yet they are not vocal champions of the city

10 Columbus Image

11 For the first time: A dedicated image campaign - Ongoing effort launched in Long-term effect - Create awareness - Elevate perception - Reduce barriers - EC is spearheading because it all begins with a visit - Dedicated image campaign budget separate from other budgets to support leisure tourism and convention sales - Call-to-action: lifeincbus.com

12 Who we are targeting - Young transitionals - Aged Desirable targets as future residents, entrepreneurs, students - Predisposed to travel - Disposable income - Influential in social circles (in person and online) - Involved in a search for the authentic in a world that seems homogenous and already discovered - Most likely to move in the next 3 5 years - Twice as likely to live within 3 miles of a city s downtown

13 Geographic targets - Chicago and Washington, D.C. - Megacities with regional proximity - Large populations of young transitionals in large employers and universities - Association headquarters are located there (EC convention targets)

14 Reach them where they spend time Daily commute and online

15 Creative

16 lifeincbus.com

17 We are getting noticed: District, Measured Posts from the District of Columbia s Office of Revenue Analysis Should we all just pack up and move to Columbus? The Columbus pitch to woo D.C. millennials: It s deeper than paychecks Forget Brooklyn. Could Columbus Be the Next Hot Millennial Enclave? No other city has tried as explicitly to woo young people with the kinds of communication they use every day.

18 What does this all mean for you? - Use lifeincbus assets in your materials and recruitment - Be knowledgeable and vocal about your city - Show visiting friends and family the best of the city - experiencecolumbus.com - columbusmakesart.com - Columbus Underground - Columbus Alive - Consider becoming a Certified Tourism Ambassador (CTAnetwork.com) - Use #lifeincbus to share your experiences and help us propel authentic Columbus via social - Open source materials are available at brandcolumbus.com - Copy about Columbus - Photos and video - COLUMBUS logo - Let us know what other resources would be helpful to you!

19 Discussion