O C Presentation Dft6
- 1. Alternative Energy and Power Generation – Wind Energy -- Marketing Program
- 2. Agenda Intro to Oakland County Situation Analysis Internal Environment External Environment Customer Environment SWOT Analysis Marketing Goals, Objectives, Strategies and Tactics
- 3. Introduction to Oakland County, Michigan… Highly skilled, highly educated, readily available workforce at competitive wages Low cost of investment Low cost of operation World-class universities and research facilities Attractive infrastructure Attractive government incentives World class universities Chosen by global companies Thriving international communities Great quality of life for you and your family
- 4. Agenda Intro to Oakland County Situation Analysis Internal Environment External Environment Customer Environment SWOT Analysis Marketing Goals, Objectives, Strategies and Tactics
- 5. Internal: Emerging Sectors Profile Emerging Sectors identifies the top growth sectors and targets the top companies within each sector, prioritized by companies most likely to consider expanding their business into Oakland County Advanced Electronics & Controls Advanced Materials & Chemicals Aerospace Alternative Energy & Power Generation Communications & Information Technology Entertainment, Film and Digital Media Robotics & Automation Defense & Homeland Security Life Sciences Fast Growth Slogan is “Powering your future.” Theme is Live, Work, Play, Prosper in Oakland County Staff of seven Staff time is split among the various sectors Resource: NextEnergy provides tax incentives and education grants. The incentives are intended to advance the alternative energy industry and the grants to develop curriculum
- 6. Internal: Highly Skilled, Highly Educated Workforce More than 42% of County residents aged 25 and older have bachelors or advanced college degree; national average of 27% Oakland County outranks the state by 8.9% and the nation by 6.8 percent in the percentage of the population who have earned bachelor’s degree Oakland County outranks the state by 7.8% and the nation by 7.4% in the percentage of the population who have earned graduate or professional degrees Area schools graduate 10,000 engineers a year, exceeding neighboring states Apprenticeships are available in at least 50 different occupations in Oakland and surrounding counties, including industrial skilled technicians
- 7. Internal: Highly Skilled, Highly Educated Workforce Southeast Michigan has more engineers per capita than any other metro area in the United States 71% of the county workforce is white collar 13% of private workforce is unionized
- 8. Internal: Oakland County and Environs Home to World Class Universities There are 88 public and private institutions of higher learning in Southeast Michigan; 26 of those (30 percent) located within Oakland County Oakland County is home to more than 30 universities, colleges and technical schools, including Oakland University and Lawrence Tech Total enrollment in Oakland County of more than 100,000 students Oakland County is also close to the main campuses of the University of Michigan (1), Michigan State University (2), Eastern Michigan (7), Wayne State (4) and University of Detroit Mercy (21); several of these have satellite campuses in Oakland County Total enrollment for all colleges in S.E. Michigan is more than 310,000 students
- 9. Internal: Alternative Energy University Research Programs Available to Help Grow Your Company Grand Valley State University - Michigan Alternative and Renewable Energy Programs Lansing College - Alternative Energy Engineering Program Lawrence Technological University - Alternative Energy Technology Center (Oakland County) Macomb College - Center for Alternative Fuels Michigan Sate University - Energy Device and Systems Center Michigan Technological University - Alternative Fuel Group Enterprise Power & Energy Research Center University of Michigan - Alternative Fuels and Vehicles Wayne State University - Alternative Energy Center
- 10. Internal: Global Companies Have Chosen Oakland County 60% of Fortune 500 companies 50% of Global Fortune 500 companies have locations in Oakland County 67% of foreign-owned firms in Southeast Michigan are located in Oakland County More than 1/3 of the 100 Original Equipment manufacturers located in Oakland County perform R & D
- 11. Internal: New Business Developments Continue to Locate in Oakland County 2007-2009 Oakland county enjoys a solid economic base, including 42,000 thriving businesses, with new industrial and commercial investments (see map) Oakland County has attracted or retain 67 Emerging Sector companies in the last four years Recent Emerging Sector investment in the county tops $1 billion Over 3700 high-tech firms Oakland enjoys Moody’s highest bond rating: AAA; only one of 20 such counties in the U.S. Oakland County is home to automation Alley, a high-tech consortium of leading-edge companies
- 12. North American Industry Classification System (NAICS) Number of Suppliers Total Employees at Suppliers Total Sales for all Companies Firms with Solar Power or Windmill NAICS supplier Code 22% of all MI suppliers are in Oakland Internal: Alternative Energy Suppliers in County
- 13. Internal: Current Performance Alternative Energy Examples of new alternative energy companies that have localized to Oakland County MO./YR. COMPANY CITY SECTOR Jan-09 Fisker Automotive Pontiac Alternative Energy & Power Generation Feb-09 Patrick Engineering Novi Alternative Energy & Power Generation Mar-09 Magna Electronics Rochester Hills Alternative Energy & Power Generation Apr-09 Compact Power Troy Alternative Energy & Power Generation Apr-09 Transonic Combustion Bloomfield Hills Alternative Energy & Power Generation
- 14. Internal: Emerging Sectors Profile 2004-09 Emerging Sectors Activity INCEPTION (2004) THRU DECEMBER 2009 New Retained All County Emerging Sector Prospects Successes Investment Jobs Jobs Taxes* Taxes** Advanced Electronics 14 9 $ 12,910,000 167 54 $ 327,914 $ 30,661 Advanced Mat./Nano 25 7 $ 72,005,000 543 812 $ 1,828,927 $ 171,012 Aerospace 6 2 $ 7,702,000 25 110 $ 195,631 $ 18,292 Alternative Energy 47 19 $ 185,490,618 1,650 710 $ 4,711,462 $ 440,540 Communications & IT 59 53 $ 167,798,876 3182 2954 $ 4,262,091 $ 398,522 Defense/Homeland Sec. 7 7 $ 29,550,000 922 142 $ 750,570 $ 70,181 Entertainment 3 2 $ 83,000,000 450 25 $ 2,108,200 $ 197,125 Health Care/Life Science 23 10 $ 58,533,000 281 470 $ 1,486,738 $ 139,016 Robotics & Automation 9 8 $ 21,390,000 222 419 $ 543,306 $ 50,801 TOTALS 193 117 $ 638,379,494 7,442 5,696 $ 16,214,839 $ 1,516,151
- 15. Internal: Emerging Sectors Analysis 2004-09 INCEPTION (2004) THRU DECEMBER 2009 Success Average Investment New Jobs Total Jobs Investment Emerging Sector Rate Per Success Per Success Per Success Per New Job Advanced Electronics 64.3% $ 1,434,444 18.6 25 $ 77,305 Advanced Mat./Nano 28.0% $ 10,286,429 77.6 194 $ 132,606 Aerospace 33.3% $ 3,851,000 12.5 68 $ 308,080 Alternative Energy 40.4% $ 9,762,664 86.8 124 $ 112,419 Communications & IT 89.8% $ 3,166,017 60.0 116 $ 52,734 Defense/Homeland Sec. 100.0% $ 4,221,429 131.7 152 $ 32,050 Entertainment 66.7% $ 41,500,000 225.0 238 $ 184,444 Health Care/Life Science 43.5% $ 5,853,300 28.1 75 $ 208,302 Robotics & Automation 88.9% $ 2,673,750 27.8 80 $ 96,351 TOTALS 60.6% $ 5,456,235 63.6 112 $ 85,781
- 16. Internal: Emerging Sectors Economic Development Activity 2009 DECEMBER 2009 & YEAR TO DATE Retention Calls Prospects Successes (FIGURES BELOW ARE IN RELATION TO SUCCESSES ONLY) Emerging Sector December-09 YTD Dec. 09 (Active Only) YTD (Active & On Hold) December-09 YTD Investment Year to Date New Jobs Retained Jobs All Taxes* County Taxes** Advanced Electronics 3 33 1 6 0 3 $ 3,879,000 77 23 $ 98,527 $ 9,213 Advanced Materials/Nano 0 29 0 3 1 1 $ 47,600,000 404 620 $ 1,209,040 $ 113,050 Aerospace 0 4 0 6 0 1 $ 1,902,000 0 32 $ 48,311 $ 4,517 Alternative Energy 1 20 0 14 1 5 $ 32,897,000 470 180 $ 835,584 $ 78,130 Communications & IT 4 80 1 25 1 8 $ 9,145,000 110 86 $ 232,283 $ 21,719 Defense/Homeland Sec. 1 14 0 2 0 2 $ 3,950,000 278 100 $ 100,330 $ 9,381 Entertainment 1 32 0 2 0 2 $ 83,000,000 450 25 $ 2,108,200 $ 197,125 Fast Growth (Finance/Health) 1 33 0 3 0 2 $ 2,900,000 121 107 $ 73,660 $ 6,888 Health Care/Life Sciences 0 28 0 7 0 4 $ 5,850,000 57 66 $ 148,590 $ 13,894 Robotics & Automation 2 25 0 2 0 2 $ 700,000 37 4 $ 17,780 $ 1,663 ES Totals 13 298 2 70 3 33 $ 191,823,000 2,004 1,243 $ 4,872,304 $ 455,580 Traditional Sectors 13 264 1 28 1 17 $ 777,962,000 767 2391 $ 19,760,235 $ 1,847,660 TOTALS 26 562 3 98 4 50 $ 969,785,000 2,771 3,634 $ 24,632,539 $ 2,303,239
- 17. Internal: Emerging Sectors 2009 Analysis Average Investment New Jobs Total Jobs % of County % of County Investment Investment Emerging Sector Per YTD Success Per Success Per Success Investment New Jobs Per New Job Per Total Jobs Advanced Electronics $ 1,293,000 26 33 2.02% 3.08% $ 50,377 $ 38,790 Advanced Materials/Nano $ 47,600,000 404 1024 24.81% 31.54% $ 117,822 $ 46,484 Aerospace $ 1,902,000 0 32 0.99% 0.99% $ - $ 59,438 Alternative Energy $ 6,579,400 94 130 17.15% 20.02% $ 69,994 $ 50,611 Communications & IT $ 1,143,125 14 25 4.77% 6.04% $ 83,136 $ 46,658 Defense/Homeland Sec. $ 1,975,000 139 189 2.06% 11.64% $ 14,209 $ 10,450 Entertainment $ 41,500,000 225 238 43.27% 14.63% $ 184,444 $ 174,737 Fast Growth (Finance/Health) $ 1,450,000 61 114 1.51% 7.02% $ 23,967 $ 12,719 Health Care/Life Sciences $ 1,462,500 14 31 3.05% 3.79% $ 102,632 $ 47,561 Robotics & Automation $ 350,000 19 21 0.36% 1.26% $ 18,919 $ 17,073 ES Totals $ 5,812,818 61 98 $ 95,720 $ 59,077 Traditional Sectors $ 45,762,471 45 186 $ 1,014,292 $ 246,346 TOTALS $ 19,395,700 55 128 $ 349,977 $ 151,411
- 18. Internal: Emerging Sectors Analysis 2004-2009 Alternative Energy Data Versus 2009 YTD Alternative Energy Data Comparable Analysis Cost of investment is decreasing while the percent of alternative energy jobs is increasing relative to total emerging sector jobs created in Oakland County. Continuing emphasis in the alternative energy sector is prudent due to industry growth in Oakland County. Industry Alternative Energy Sector Analysis Years 2004-2009 2009 Success Rate 40.4% Average Investment Per Success $ 9,762,664.1 $ 6,579,400.0 09 YTD data has lower Investment per success New Jobs Per Success 86.8 94.0 09 YTD data has more new jobs per success Retained Jobs Per Success 37.4 36.0 Roughly equal Total Jobs Per Success 124.4 130.0 09 YTD data has more total jobs per success Investment Per New Job $ 112,418.6 $ 69,993.6 09 YTD data has less investment per job created Investment Per Retained Job $ 261,254.4 $ 182,761.1 09 YTD data has less investment per retained job Investment Per Total Jobs $ 78,597.7 $ 50,610.8 09 YTD data has less investment per total job Percent of County Investment 29.06% 17.15% 09 YTD data has less investment per total emerging sector investment Percent of County Emerging Jobs 17.96% 20.02% 09 YTD data has more jobs per total emerging jobs
- 19. External: Economic Conditions-Talent Availability Unemployment rate in Oakland County is higher than the national average of 10%, but lower than the state average of 14.6% Attributed to workplace environment and skilled workforce
- 20. External: Economic Conditions Oakland County Oakland County is currently experiencing a higher rate of deflation relative to the national average This means a lower cost of investment
- 21. Customer Environment INFO TO COME
- 22. Customer Needs/Expectations INFO TO COME
- 23. Top 10 Wind Energy Producing Firms in the World 1. Vestas (Denmark) 4,500 MW 2. GE Energy (United States) 3,300 MW 3. Gamesa (Spain) 3,050 MW 4. Enercon (Germany) 2,700 MW 5. Suzlon (India) 2,000 MW 6. Siemens (Denmark / Germany) 1,400 MW 7. Acciona (Spain) 870 MW 8. Goldwind (China - PRC) 830 MW 9. Nordex (Germany) 670 MW 10. Sinovel (China - PRC) 670 MW
- 24. National Top Green Energy Users Could be used as promotional tool to bring alternative energy company’s operations/maintenance &repair services to the area Many of these companies have operations in the region/Oakland County Company Intel Corporation Kohl's Department Stores PepsiCo Whole Foods Market Dell Inc. The Pepsi Bottling Group, Inc Cisco Systems, Inc Johnson & Johnson U.S. Air Force Wal-Mart Stores, Inc. Starbucks DuPont Company Wells Fargo & Company PepsiAmericas, Inc. Staples Lowe's Lockheed Martin Corporation Safeway Inc. Motorola, Inc. http://www.epa.gov/grnpower/toplists/top50.htm
- 25. Agenda Intro to Oakland County Situation Analysis Internal Environment External Environment Customer Environment SWOT Analysis Marketing Goals, Objectives, Strategies and Tactics
- 26. SWOT Analysis HIGH BUSINESS TAXES ECONOMIC RECESSION NON-RIGHT TO WORK STATE FOREIGN CURRENCY RATES NO UP-FRONT CASH TO BUSINESSES DECREASE IN ENERGY COSTS NO PROACTIVE EMAIL CAMPAIGN REGULATION ON RENEWABLE ENERGY EQUIPMENT NO SEARCH ENGINE OPTIMIZATION STRATEGY ERODING TAX BASE LACK OF INTERACTION WITH CURRENT BUSINESSES MAINTAIN NON-RIGHT TO WORK STATUS LACK OF COLLABORATION IN SOUTHEAST MICHIGAN NO NATIONAL STRATEGY FOR ALTERNATIVE ENERGY NO MISSION/VISION STATEMENT REBOUND OF HOME PRICES CAUSES FLIGHT FROM STATE LACK OF SOCIAL MEDIA PLAN COMPETITIONS & EVOLVING COMPETITOR'S VISION NO DOCUMENTED MARKETING PLAN THREATS WEAKNESSES ENERGY COSTS COLLABORATION WITH LOCAL UNIVERSITIES FINANCIAL STRENGTH ($240 MILLION AVAILABLE) GOVERNMENT STIMULUS ABUNDANCE OF HIGHWAYS, RAILROADS, AIRPORTS EMERGING MARKETS AAA BOND RATING REDUCTION OF BUSINESS TAXES COMMERCIAL PORTS LINKED TO WORLD LOBBY FOR CLEAN ENERGY LEGISLATIVE CHANGES LARGE BLUE-COLLAR WORKFORCE INCREASE IN ELECTRICITY COSTS HIGH # OF ENGINEERS THOUGHT LEADERSHIP POSITION INTERNATIONAL MARKET PRESENCE DEMAND FOR GREENER BUILDINGS WORLD CLASS UNIVERSITIES CHANGE IN ENERGY REGULATIONS / LEGISLATION CONVERTIBLE ESTABLISHED BUILDINGS TECHNOLOGICAL ADVANCEMENTS LOCAL MANUFACTURING SUPPLY CHAIN OPPORTUNITIES STRENGTHS
- 27. Competitive Advantages Economic Recession (lower cost of goods) Competition & Evolving Competitors Vision THREATS SEEN AS OPPORTUNITIES Demand For Greener Buildings Thought Leadership Position Technological Advancements Local Manufacturing and Supply Chain OPPORTUNITIES Match STRENGTHS Foreign Currency Rates Economic Recession (lower cost of goods) THREATS SEEN AS OPPORTUNITIES Energy Costs Emerging Markets Demand For Greener Buildings Convertible Established Buildings OPPORTUNITIES Match STRENGTHS
- 28. Competitive Advantages Economic Recession (lower cost of goods) Competition & Evolving Competitors Vision THREATS SEEN AS OPPORTUNITIES Technological Advancements Thought Leadership Position Emerging Markets International Market Presence OPPORTUNITIES Match STRENGTHS Economic Recession Competition & Evolving Competitors Vision THREATS SEEN AS OPPORTUNITIES Thought Leadership Position Technological Advancements Collaboration With Local Universities World Class Universities OPPORTUNITIES Match STRENGTHS
- 29. Liabilities and Limitations No Proactive Email Campaign No Search Engine Optimization Strategy Technological Advancements Lack of Social Media Plan OPPORTUNITIES No Mission/Vision Statement Competition & Evolving Competitors Vision No Documented Marketing Plan THREATS Match WEAKNESSES Lobby for Clean Energy Legislation Government Stimulus Lack of Collaboration in Southeast Michigan OPPORTUNITIES Match WEAKNESSES
- 30. Agenda Intro to Oakland County Situation Analysis Internal Environment External Environment Customer Environment SWOT Analysis Marketing Goals, Objectives, Strategies and Tactics
- 31. Developing a Strategic Focus Proposing a more focus strategy (Bring Them to Us)
- 32. Marketing Goals 1. Make use of technologies to enhance relationship building with potential investors No Proactive Email Campaign No Search Engine Optimization Strategy Technological Advancements Lack of Social Media Plan OPPORTUNITIES No Mission/Vision Statement Competition & Evolving Competitors Vision No Documented Marketing Plan THREATS Match WEAKNESSES
- 33. Marketing Goals 2. Increase investor awareness of Oakland County’s attractiveness to clean energy investment Highly Skilled Work Force Technological Advancements World Class Universities Demand For Greener Buildings International Market Presence Emerging Markets Local Manufacturing and Supply Chain OPPORTUNITIES Match STRENGTHS
- 34. Marketing Goals 3. Bring clean energy investors and leaders to us and establish O.C. as thought leader in this field Technological Advancements Demand For Greener Buildings Convertible Established Buildings Collaboration With Local Universities World Class Universities International Market Presence Emerging Markets Local Manufacturing and Supply Chain OPPORTUNITIES Match STRENGTHS
- 35. Marketing Goals 4. Achieve legislative and regulatory policies that encourage clean energy investment and research Lobby for Favorable Renewable Energy Legislation Change in Energy Regulations/Legislation OPPORTUNITIES No National Strategy for Renewable Energy Restrictive Regulation on Renewable Energy Lack of Collaboration in Southeast Michigan & within Current Business Community THREATS Match WEAKNESSES
- 36. Marketing Goals 5. Adopt an Integrated Marketing Mix that employs sales, pr and marketing tactics No Proactive Email Campaign No Search Engine Optimization Strategy No Documented Marketing Plan Mission/Vision Statement Lack of Social Media Plan WEAKNESS SEEN AS OPPORTUNITIES No Mission/Vision Statement Competition & Evolving Competitors Vision No Documented Marketing Plan THREATS Match WEAKNESSES
- 37. Marketing Goals Make use of technologies to enhance relationship building with potential investors Objectives Adopt use of Google Adwords and Analytics Adopt use of Spyfu Apply Web SEO Adopt use of Constant Contact Adopt use of Jigsaw Adopt use of Compete.com for comparing Web site usage
- 38. Marketing Goals 2. Increase investor awareness of O.C.’s attractiveness to clean energy investment Objectives: Make use of new technologies to enhance relationships Expand use of advertising and promotional literature Execute e-mail campaign on regular basis
- 39. Marketing Goals 3. Bring clean energy investors and leaders to us and establish O.C. as thought leader in this field Objectives: Bring them to us by hosting an annual clean energy conference with local university Invite speakers in the field Hold customer technology exhibits Hold investment seminars Networking sessions Hold business meetings Create leadership group of businesses, academics, environmentalists, government to advise leaders of needed regulatory and legislative changes to attract investment
- 40. Marketing Goals 4. Achieve legislative and regulatory policies that encourage clean energy investment and applied research Objectives: Create the Southeast Michigan Wind Energy consortium, comprised of businesses (suppliers, energy firms), environmentalists, government, to make public policy recommendations in clean energy Create partnerships with Universities to focus government R&D monies on applied innovations in clean energy realm Develop an energy buy-back program Initiate a home energy credit for adoption of wind energy
- 41. Marketing Goals 5. Adopt an Integrated Marketing Mix that employs sales, pr and marketing tactics Objectives: Use AIDA model Attention, Interest, Desire, Action Institutional Advertising Increase public relations Increase use of social media Adopt personal selling strategy that connects with customers
- 42. New Technology Tactics: Google Adwords State of Michigan promotes Alt Eng
- 43. New Technology Tactics: Google Adwords The cost of keywords, location and search volumes
- 44. New Technology Tactics: Google Adwords Perhaps a good search term for Oakland County
- 45. New Technology Tactics: SpyFu The state of Michigan is promoting Alt Eng….Oakland County may lose out to other counties and to West Mich
- 46. New Technology Tactics: SpyFu No adword campaign by Oakland County
- 47. New Technology Tactics: SpyFu Search words (left) and description of add (top) for the state of Michigan
- 48. New Technology Tactics: Google Analytics Competitors that are tracking visitors with Google Analytics
- 49. New Technology Tactics: Google Analytics Other Competitor
- 50. New Technology Tactics: Google Analytics
- 51. New Technology Tactics: Google Analytics Google Analytics can tell you how your marketing campaign is working
- 52. New Technology Tactics: Google Analytics Find the countries and regions that are most interested in Oakland County’s emerging sectors before you visit
- 53. New Technology Tactics: Google Analytics This company is very interested …. visited 11 pages
- 54. New Technology Tactics: Google Analytics Alternative Energy Manufacturing Sites Who is this company and why are they interested in you?
- 55. New Technology Tactics: Google Analytics How did they find us?
- 56. New Technology Tactics: Web SEO Oakland County is ranked very high by Google note: Google has 80% o the search engine market in the US
- 57. New Technology Tactics: Web SEO Good Source of links from high rated sites
- 58. New Technology Tactics: Web SEO Oakland County website needs Metatags (Description tags, title tags and keywords)
- 59. New Technology Tactics: Web SEO Is this telling potential customer what they want to know? Without metatags, your website picks up the first words written on your website
- 60. New Technology Tactics: Web SEO Without metatags, the search engines pick up, in this case, the description from images (or Alt tags)
- 61. New Technology Tactics: Web SEO Example of Alt tags from your website
- 62. New Technology Tactics: Constant Contact Those at Oakland County must have met thousands of potential customers over the last five years……. How often do you communicate with them? Once a quarter? Once a year?
- 63. New Technology Tactics: Constant Contact The development of an HTML mailer can be sent for pennies a contact. These HTML mailer can have links to your website or email address
- 64. New Technology Tactics: Constant Contact Know by email who is clicking to your website and what topics they are interested in….
- 65. New Technology Tactics: Constant Contact Treat those who have clicked through to your site as a priority / warm leads
- 66. New Technology Tactics: Constant Contact Determine which of your contacts are no longer employed – find out who replaced them…
- 67. New Technology Tactics: Jigsaw Find potential contacts phone number and email by title, company name
- 68. Timing and Budget: Marketing Activities X X X X X X X X X X X X JigSaw X X X X X X X X X X X X Web SEO X X X X X X X X X X X X Adwords X X X X X X Constant Contact X Trade Show (Germany) X Trade Show (China) X Trade Show (India) Dec Nov Oct Sept Aug July June May Apr Mar Feb Jan Month Activity