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Open for Business Marketing Performance Report
April 13, 2015 Prepared by ESD Marketing
Attached please find an analysis of Open for Business (OFB) Marketing Performance, commissioned by ESD and done by Russell Research, an outside, independent market research organization. Overview For much of the 20th century, New York State led the nation. With a diverse economy, abundant natural resources, a highly skilled workforce, and world-renowned academic and research institutions, New York State was the place where success happened. But the world changed and New York did not. By 2010, statewide unemployment had reached record levels at 9.6%, with long-term unemployment at a historic high. Meanwhile, virtually every other State in the Union was focused on economic development, with aggressive marketing to position themselves as the best places to relocate Companies or take a vacation. For 10+ years, Florida, Michigan, California and others consistently outspent New York on the tourism front, while Texas and Louisiana, among others, are extremely aggressive with business expansion and attraction marketing. These efforts helped propel economic development for these States, creating worldwide visibility while repositioning an under-marketed New York as a poor State to do business, a forgotten destination for tourists From day one, the Cuomo administration has been committed to job growth across the State. Soon after taking office, the Governor launched a transformational agenda that included:
Creating on-time budgets Creating a State spending cap Reducing taxes for the middle class Establishing a property tax cap Improving the State’s bond ratings Creation of the Regional Economic Development Councils Recognizing the power of tourism as an economic driver throughout the State Engaging the State’s premiere academic institutions in economic development initiatives through
the creation of Start Up NY While changes were taking hold, deeply entrenched perceptions lagged. To attract and retain jobs, the world needed to understand a new New York was taking shape. After so many years on the sidelines, we are now relentless in our quest to tell New York’s story, making sure the world understands the State’s assets and the momentum that has been created by a robust economic development agenda. And it is working. Advertising is driving huge increases in website visits, we have measured a +62% increase in positive perceptions of New York by business executives and more than half of all tourists in our marketing regions would consider upstate NY for their next vacation. More importantly, we believe shifts in perceptions is helping fuel the decline in unemployment, the increases in private sector jobs and the sustained growth of our tourism economy.
Additional highlights are outlined below and the full report is attached. Open for Business Marketing The heart of our marketing strategy is simple: improve perceptions of New York State as a premiere site for business expansion, retention and relocation and increase consideration of New York as a great destination for tourists. Advertising performance is measured by three factors:
1. Build website traffic to encourage people to learn more about New York State 2. Change perceptions of New York State through improved ratings on the State as a tourism
destination or a place to operate a business 3. Increase consideration of New York State as a place to visit or move/expand a business
Tracking performance against these measures has been accomplished through a series of initiatives, including ongoing analysis of web traffic during advertised and non-advertised periods (using Google Analytics) as well as custom research, conducted by a well-respected, national research firm (Russell Research), to measure shifts in perceptions and consideration among both tourists and business executives inside and outside the State. As we approach the end of the original Open for Business contract, and contemplate a new RFP for marketing services effective November 30, 2015, ESD has asked Russell Research to summarize the results from our ongoing research in a single document. Highlights are as follows: Business Development
Marketing has been very successful at driving traffic to the website with a 530% increase compared to periods in the same year when New York State did not run advertising.
ESD’s marketing efforts have successfully reached business executives with one-half of New York State-based executives (52%) and one-quarter from out-of-state (26%) recalled having seen one or more commercials from the StartUp NY campaign.
There has been a strong positive shift in perceived momentum of New York State’s business climate. One-half of professionals (50%) believe the State is moving in the right direction, a 72% increase in just 12 months after the launch of the campaign.
A majority of executives (55%) believe that New York State is an excellent or very good place to do business – a 62% increase since October 2013. This increase was more pronounced out-of-state, with a 122% increase in the same time frame (23% 51%).
More than three-fifths of NY State executives (63%) would consider New York as a place to do business, a finding that has not statistically changed over time. However, a slight majority of out-of-state executives (51%) indicate they would consider opening or relocating a business to New York State, a 132% increase since October 2013 (22%), which is statistically significant.
For most metrics, results are stronger among professionals who recall seeing StartUp NY television advertising.
Tourism Periods with a media campaign spend saw an average weekly website traffic increase of 48%
compared to periods in the same year when the State did not run advertising.
New York State is the most top-of-mind destination for summer vacations and/or getaways as one-half of New York State residents (51%) and two-fifths who live outside the State (41%) named New York State as a vacation destination on an unprompted basis.
Nearly four in five New York State residents (78%) would consider a New York State summer vacation in the future and nearly three-fifths (56%) of out-of-state residents would consider the state. This is higher than all neighboring states/regions among in-state residents and only trails New England among those who live out-of-state.
A slight majority of New York State residents (52%) and nearly one-half from target non-NY markets (46%) recalled seeing or hearing an advertisement for the State in the three months prior to the study, by far higher than any other competing destination.
The Russell Research report (attached) reaffirms the positive impact that our marketing efforts have had on the perceptions of New York State and the increased consideration to visit or locate a business here. Ultimately, we believe these perceptual improvements have helped drive job growth across the state as well as increases in tourism visitors and economic impact. As a final note, this marketing data provides a strong baseline against which we can measure the impact of future marketing initiatives and for performance metrics associated with the new Marketing Services RFP that will be conducted later this year.
1
Research Implications
EXECUTIVE SUMMARY
Research conducted by Russell Research in 2013‐14 indicates that Empire State Development’s (ESD) marketing
efforts have positively impacted perceptions and consideration of New York State both as a place to do business
and visit for a vacation or getaway.
Business Development
Marketing has been very successful at driving traffic to the website with a 530% increase compared to
periods in the same year when New York State did not run advertising.
ESD’s marketing efforts have successfully reached business executives with one‐half of New York State‐based
executives (52%) and one‐quarter from out‐of‐state (26%) recalled having seen one or more commercials
from the StartUp NY campaign.
This has resulted in strong awareness of the StartUp NY program. Three in five New York State executives
(60%) are aware of the program, and while only three in ten outside of the state (30%) are aware of StartUp
NY, this includes two‐thirds of executives from large businesses (65%).
There has been a strong positive shift in perceived momentum of New York State’s business climate. One‐half
of professionals (50%) believe the state is moving in the right direction, a 72% increase in just 12 months
after the launch of the campaign.
A majority of executives (55%) believe that New York State is an excellent or very good place to do business –
a 62% increase since October 2013. This increase was more pronounced out‐of‐state, with a 122% increase in
the same time frame (23% 51%).
More than three‐fifths of NY State executives (63%) would consider New York as a place to do business, a
finding that has not statistically changed over time. However, a slight majority of out‐of‐state executives
(51%) indicate they would consider opening or relocating a business to New York State, a 132% increase since
October 2013 (22%), which is statistically significant.
For most metrics, results are stronger among professionals who recall seeing StartUp NY television
advertising.
Tourism
Periods with a media campaign spend saw an average weekly website traffic increase of 48% compared to
periods in the same year when the State did not run advertising.
New York State is the most top‐of‐mind destination for summer vacations and/or getaways as one‐half of
New York state residents (51%) and two‐fifths who live outside the state (41%) named New York State as a
vacation destination on an unprompted basis.
Nearly four in five New York State residents (78%) would consider a New York State summer vacation in the
future and nearly three‐fifths (56%) of out‐of‐state residents would consider the state. This is higher than all
neighboring states/regions among in‐state residents and only trails New England among those who live out‐
of‐state.
A slight majority of New York State residents (52%) and nearly one‐half from target non‐NY markets (46%)
recalled seeing or hearing an advertisement for the state in the three months prior to the study, by far higher
than any other competing destination.
More than two‐fifths of New York State residents (44%) and more than one‐third from out‐of‐state (36%)
recalled seeing one or more commercials from the 2014 summer tourism campaign. Across multiple
2
Research Implications
campaigns with a range of support levels from a budgetary and timing perspective, this is an above average
level of campaign recall.
BUSINESS DEVELOPMENT MARKETING
The stated objective of Empire State Development’s marketing efforts has been to create a compelling message
that would first drive traffic to the ESD website and ultimately begin the long‐term process of changing
entrenched perceptions that NY State is anti‐business.
Economic development advertising was directed to business leaders inside the State (to drive consideration for
retention and business expansion) and outside the State (to drive consideration for relocation). This advertising
was very successful at driving traffic to the website with a 530% increase compared to periods in the same year
when New York State did not run advertising (source: Google Analytics).
Source: Google Analytics, data January 1, 2012-November 29, 2014 (excluding August 31st-November 8th due to Google tagging issue)
Russell Research has conducted a series of research studies for Empire State Development which has assessed
perceptions of New York State among executives within the business community both inside and outside New
York State.
• Advertising Evaluation: October 2013
• Advertising Evaluation: March 2014
• Tracking Study: October 2014
A range of metrics captured over the course of the several research studies suggests marketing efforts have
been effective in improving perceptions of the New York State business climate. This is particularly evident when
examining perceptions and consideration of the state among large out‐of‐state businesses (a primary target for
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3
Research Implications
relocation) and when results of most key metrics are compared between those who recall seeing one or more
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10
Research Implications
TOURISM MARKETING
Marketing efforts in the area of tourism have a stated objective of creating awareness and enthusiasm for the
array of New York State destinations that will ultimately translate to consideration of the state as a vacation of
spot or weekend getaway.
The “I Love NY” campaign has been directed toward the leisure travel market including family vacationers and
other valuable audience segments. Recent campaigns have targeted state residents as well as potential
vacationers in surrounding markets.
Periods with a media campaign spend saw an average weekly website traffic increase of 48% compared to
periods in the same year when the State did not run advertising. In fact, organic average weekly traffic (defined
as traffic to the website during non‐promoted periods) has decreased in each of the last full two years (2012‐
2013), underscoring the importance of paid media in keeping New York State top of mind for visitors (source:
Google Analytics).
Source: Google Analytics, data January 1, 2012-October 25, 2014
A tracking study was conducted in June 2014 to establish baseline metrics for New York State and assess the
impact of advertising on perceptions and consideration of the state as a tourist destination. A second wave to
further evaluate trends will be conducted in March 2015.
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New Jersey
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of‐state resid
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9
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majority of Ne
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sing has been
w York State
ring an advert
ting destinati
Ne
MA (Outs
NYS (Ot
very success
residents (52
tisement for
ion.
Pennsylvania
New Jersey
Vermont
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Maine
Connecticut
Boston
ide of Boston)
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13
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18
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29
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audience.
om target no
nths prior to t
80 100
NY State
Non‐NYS
ions
n‐NY markets
the study, by
s (46%)
far higher
14
Research Implications
Several destinations featured in Tourism advertising experienced increases in visitorship between 2013 and
2014 (source: New York State Tourism).
2014 Visitorship 2013 Visitorship % Increase
Baseball Hall of Fame 211,687
180,621 17%
DIA: Beacon 85,425
75,002 14%
Corning Museum of Glass 416,000 est.
400,000 est. 4%
Olana State Historic site 84,679
75,794 12%
Watkins Glen 256,949
212,720 21%
Whiteface Mountain
218,348
192,427 13%
Belleayre Mountain 131,257
118,509 11%
Gore Mountain 202,718
198,211 2%
Jones Beach State Park 2,303,067
2,019,613 14%
Letchworth State Park 226,673
221,331 2%
Minnewaska State Park 96,737
93,993 3%
Target co
destinatio
When exp
State resi
commerc
this is an a
nsumers who
ons that have
posed to com
dents (44%) a
ials. Across m
above averag
o recalled rec
experienced
mercials from
and more tha
multiple camp
ge level of cam
‐
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ng Quality
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43
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.
