O C Presentation Dft6

1

Alternative Energy and

Power Generation –

Wind Energy -- Marketing Program

2

Agenda

Intro to Oakland CountySituation Analysis

Internal EnvironmentExternal EnvironmentCustomer Environment

SWOT AnalysisMarketing 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




5

Internal: Emerging Sectors ProfileEmerging 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 & ControlsAdvanced Materials & ChemicalsAerospace Alternative Energy & Power GenerationCommunications & Information TechnologyEntertainment, Film and Digital Media Robotics & AutomationDefense & Homeland Security Life Sciences Fast Growth

Slogan is “Powering your future.” Theme is Live, Work, Play, Prosper in Oakland CountyStaff of sevenStaff time is split among the various sectorsResource: 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 WorkforceMore 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 UniversitiesThere 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 2007-2009Oakland 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)

Mail StatePrimary Naics Code Midwest

Employment Count

Midwest

Sales Amount Midwest

IL 182 30,484 $47,889,708,006IN 154 23,001 $8,145,777,333MI 161 37,822 $94,858,406,137MN 102 18,174 $6,122,110,418OH 246 37,135 $29,429,201,071WI 2 177 $24,535,974Grand Total 847 146,793 $186,469,738,939

MailCounty Primary

Naics CodeEmployment

Count $ Sales Amount

Oakland 27 4,555 $21,854,813,028

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 SECTORJan-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 GenerationApr-09 Transonic Combustion Bloomfield Hills Alternative Energy & Power Generation

14 14

Internal: Emerging Sectors Profile 2004-09

INCEPTION (2004) THRU DECEMBER 2009

New Retained All CountyEmerging 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

Aerospace6 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 & IT59 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

Entertainment3 2

$ 83,000,000 450 25

$ 2,108,200

$ 197,125

Health Care/Life Science23 10

$ 58,533,000 281 470

$ 1,486,738

$ 139,016

Robotics & Automation9 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

Emerging Sectors Activity

15 15

Internal: Emerging Sectors Analysis 2004-09

INCEPTION (2004) THRU DECEMBER 2009

Success Average Investment New Jobs Total Jobs Investment

Emerging Sector Rate Per SuccessPer

Success Per Success Per New JobAdvanced 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 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

InvestmentYear to Date

NewJobs

RetainedJobs All Taxes*

CountyTaxes**

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

Aerospace0 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 & IT4 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

Entertainment1 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 & Automation2 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 2641 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 17

Internal: Emerging Sectors 2009 Analysis

Average Investment New Jobs Total Jobs % of County % of County Investment Investment

Emerging SectorPer 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 18

Internal: Emerging Sectors Analysis

2004-2009 Alternative Energy Data Versus 2009 YTD Alternative Energy Data Comparable Analysis

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

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.

19

External: Economic Conditions-Talent AvailabilityUnemployment 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 CountyOakland 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

CompanyIntel Corporation

Kohl's Department StoresPepsiCo

Whole Foods MarketDell Inc.

The Pepsi Bottling Group, IncCisco Systems, IncJohnson & Johnson

U.S. Air ForceWal-Mart Stores, Inc.

StarbucksDuPont Company

Wells Fargo & CompanyPepsiAmericas, Inc.

StaplesLowe's

Lockheed Martin CorporationSafeway Inc.Motorola, Inc.

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

http://www.epa.gov/grnpower/toplists/top50.htm

http://www.epa.gov/grnpower/toplists/top50.htm

25

Agenda




26

SWOT AnalysisSTRENGTHS OPPORTUNITIES

LOCAL MANUFACTURING SUPPLY CHAIN TECHNOLOGICAL ADVANCEMENTS

CONVERTIBLE ESTABLISHED BUILDINGS CHANGE IN ENERGY REGULATIONS / LEGISLATION

WORLD CLASS UNIVERSITIES DEMAND FOR GREENER BUILDINGS

INTERNATIONAL MARKET PRESENCE THOUGHT LEADERSHIP POSITION

HIGH # OF ENGINEERS INCREASE IN ELECTRICITY COSTS

LARGE BLUE-COLLAR WORKFORCE LOBBY FOR CLEAN ENERGY LEGISLATIVE CHANGES

COMMERCIAL PORTS LINKED TO WORLD REDUCTION OF BUSINESS TAXES

AAA BOND RATING EMERGING MARKETS

ABUNDANCE OF HIGHWAYS, RAILROADS, AIRPORTS GOVERNMENT STIMULUS

FINANCIAL STRENGTH ($240 MILLION AVAILABLE) COLLABORATION WITH LOCAL UNIVERSITIES

ENERGY COSTS

WEAKNESSES THREATS

NO DOCUMENTED MARKETING PLAN COMPETITIONS & EVOLVING COMPETITOR'S VISION

LACK OF SOCIAL MEDIA PLAN REBOUND OF HOME PRICES CAUSES FLIGHT FROM STATE

NO MISSION/VISION STATEMENT NO NATIONAL STRATEGY FOR ALTERNATIVE ENERGY

LACK OF COLLABORATION IN SOUTHEAST MICHIGAN MAINTAIN NON-RIGHT TO WORK STATUS

LACK OF INTERACTION WITH CURRENT BUSINESSES ERODING TAX BASE

NO SEARCH ENGINE OPTIMIZATION STRATEGY REGULATION ON RENEWABLE ENERGY EQUIPMENT

NO PROACTIVE EMAIL CAMPAIGN DECREASE IN ENERGY COSTS

NO UP-FRONT CASH TO BUSINESSES FOREIGN CURRENCY RATES

NON-RIGHT TO WORK STATE ECONOMIC RECESSION

HIGH BUSINESS TAXES

27

Competitive Advantages

STRENGTHS Match OPPORTUNITIES

Local Manufacturing and Supply Chain

Technological Advancements

Thought Leadership Position

Demand For Greener Buildings

THREATS SEEN AS OPPORTUNITIES

Competition & Evolving Competitors Vision

Economic Recession (lower cost of goods)


Convertible Established Buildings

Demand For Greener Buildings

Emerging Markets

Energy Costs



Foreign Currency Rates

28

Competitive Advantages


International Market Presence

Emerging Markets







World Class Universities

Collaboration With Local Universities





Economic Recession

29

Liabilities and Limitations

WEAKNESSES Match THREATS

No Documented Marketing Plan Competition & Evolving Competitors Vision

No Mission/Vision Statement

OPPORTUNITIES

Lack of Social Media Plan

Technological AdvancementsNo Search Engine Optimization

Strategy

No Proactive Email Campaign

WEAKNESSES Match OPPORTUNITIES

Lack of Collaboration in Southeast Michigan

Government Stimulus

Lobby for Clean Energy Legislation

30

Agenda




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




OPPORTUNITIES

Lack of Social Media Plan

Technological AdvancementsNo Search Engine Optimization

Strategy


33

Marketing Goals2. Increase investor awareness of Oakland County’s attractiveness to clean energy investment


Local Manufacturing and Supply Chain Emerging Markets

International Market Presence Demand For Greener Buildings

World Class Universities


Highly Skilled Work Force

34

Marketing Goals3. Bring clean energy investors and leaders to us and establish O.C. as thought leader in this field


Local Manufacturing and Supply Chain

Emerging Markets

International Market Presence

World Class Universities Collaboration With Local Universities

Convertible Established Buildings Demand For Greener Buildings


35

Marketing Goals4. Achieve legislative and regulatory policies that encourage clean energy investment and research


Lack of Collaboration in Southeast Michigan & within Current Business

Community

Restrictive Regulation on Renewable Energy

No National Strategy for Renewable Energy

OPPORTUNITIES

Change in Energy Regulations/Legislation

Lobby for Favorable Renewable Energy Legislation

36

Marketing Goals5. Adopt an Integrated Marketing Mix that employs sales, pr and marketing tactics




WEAKNESS SEEN AS OPPORTUNITIES

Lack of Social Media Plan No Documented Marketing Plan

Mission/Vision StatementNo Search Engine Optimization

Strategy


37

Marketing Goals

1. 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 Goals2. Increase investor awareness of O.C.’s attractiveness to clean energy investment

Objectives:Make use of new technologies to enhance relationshipsExpand use of advertising and promotional literatureExecute e-mail campaign on regular basis

39

Marketing Goals3. 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 fieldHold customer technology exhibitsHold investment seminarsNetworking sessionsHold business meetings

Create leadership group of businesses, academics, environmentalists, government to advise leaders of needed regulatory and legislative changes to attract investment

40

Marketing Goals4. 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 realmDevelop an energy buy-back programInitiate a home energy credit for adoption of wind energy

41

Marketing Goals5. Adopt an Integrated Marketing Mix that employs sales, pr and marketing tactics

Objectives:Use AIDA model

Attention, Interest, Desire, Action Institutional Advertising Increase public relationsIncrease use of social mediaAdopt personal selling strategy that connects with customers

42

New Technology Tactics: Google Adwords

State of Michigan

promotes Alt Eng

43


KeywordsEstimated Ad

PositionEstimated Avg.

CPCGlobal Monthly Search

Volumebrownfield locations 2 $0.05 110

domestic wind turbine 2 $0.65 9900federal solar tax credit 2 $1.09 3600

federal solar tax credit 2009 2 $0.05 320federal solar tax credits 2 $1.79 880

manufacturing site location 2 $0.05 91wind turbine domestic 2 $0.65 9900

wind turbine manufacture 2 $0.42 1300wind turbine manufacturer 2 $0.44 8100wind turbine manufactures 2 $0.28 480wind turbine manufacturing 2 $0.45 3600wind turbines manufacturer 2 $0.40 1000

The cost of keywords, location and search volumes

44


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


No adword campaign by Oakland County

47


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

Competitors that are tracking visitors with

Google Analytics

49


Other Competitor

Other Competitor

50


51


Google Analytics can tell you how your marketing

campaign is working

Google Analytics can tell you how your marketing

campaign is working

52


Find the countries and regions that are most interested in Oakland County’s emerging

sectors before you visit

Find the countries and regions that are most interested in Oakland County’s emerging

sectors before you visit

53


This company is very interested …. visited 11 pages

54


Alternative Energy Manufacturing Sites

Who is this company and why are they interested in you?

55


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


Good Source of links from high rated sites

58


Oakland County website needs Metatags (Description tags,

title tags and keywords)

59


Is this telling potential customer what they want to know?

Without metatags, your website picks up the

first words written on your website

60


Without metatags, the search engines pick up, in this case,

the description from images (or Alt tags)

61


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


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


Constant Contact

Know by email who is clicking to your website and what topics

they are interested in….

65


Constant Contact

Treat those who have clicked through to

your site as a priority / warm leads

66


Constant Contact

Determine which of your contacts are no longer employed –

find out who replaced them…

67

New Technology Tactics: JigsawFind potential contacts phone

number and email by title, company name

68

Timing and Budget: Marketing Activities

Activity Month

Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec

Trade Show (India) X

Trade Show (China) X

Trade Show (Germany) X

Constant Contact X X X X X X

Adwords 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

JigSaw X X X X X X X X X X X X

ActivityJan Feb Mar Apr May June July Aug Sept Oct Nov Dec Total

Trade Show (India) 15,000$ 15,000$ Trade Show (China) 15,000$ 15,000$

Trade Show (Germany) 15,000$ 15,000$ Constant Contact 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 600$

Adwords 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 4,000$ 48,000$ Web SEO 500$ 500$ 500$ 500$ 500$ 500$ 500$ 500$ 500$ 500$ 500$ 500$ 6,000$

JigSaw 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 600$ Total 4,600$ 19,600$ 4,600$ 4,600$ 4,600$ 19,600$ 4,600$ 4,600$ 4,600$ 19,600$ 4,600$ 4,600$ 100,200$

Month (cost)

69