Branding Rochester NY Survey 2012

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I developed this survey to stimulate discussion and consensus on how the Rochester, NY MSA could talk about itself in a consistent way that would be compelling to current and potential residents.

Text of Branding Rochester NY Survey 2012

  • 1. +Branding RochesterSurvey ResultsConducted by Brad VanAukenGlobal brand consultantAuthor, Brand Aid

2. +Background Survey conducted online between July 4, 2012 and October 7,2012 People solicited through social media (Facebook, LinkedIn, AdHuband email solicitations; targeted groups focused on Rochester,NY) 452 people started the survey 383 (84.7%) people completed the survey Slides in which you see or indicate how people who were notborn and raised in Rochester differed in their responses fromthose who were born and raised in Rochester N = at the bottom of each page indicates the number of peoplewho completed the question on that page 3. N = 449 4. N = 447 5. N = 256 6. N = 438 7. +Other Reason Live in Rochester(open-ended responses) Moved here as a child due to parents job (4) A job (3) Met spouse/partner here (2) Friends/relatives live here (2) Spouse is a student here (2) Best Upstate city (2) Dont live here (2)N = 30 8. N = 377 9. N = 379 10. N = 378 11. N = 382 12. N = 352 13. N = 430 14. 73.7% VS. 64.4%74.1% VS. 63.9%32.3% VS. 19.6%N = 430 15. 55.2% VS. 64.4%51.3% VS. 60.8% 45.7% VS. 55.7%44.8% VS. 54.6% 31.5% VS. 40.7% N = 430 16. +Rochesters Greatest Assets (wordcloud)N = 52 17. +What are Rochesters GreatestAssets? (other responses) Smart people live here, intellectual/entrepreneurial capital (5) Jazz (Xerox Rochester International Jazz Festival, Exodus toJazz) (5) Arts & culture (4) High tech work, great companies to work for (4) Good suburban schools (3) Water supply (3) Lack of catastrophic weather (3)N = 52 18. +What are Rochesters GreatestAssets? (other responses) Great restaurants (3) Strong spiritual community (3) Good healthcare (2) Great for cyclists (2) Good place for artists and musicians (2) Natural beauty (2) Genesee River (2) Social justice tradition (2) George Eastman House (2)N = 52 19. N = 422 20. 37.7% VS. 53.5%N = 422 21. +Assets Rochester is Not LeveragingWell Other (word cloud)N = 44 22. +Assets Rochester is Not Leveraging Well Other (open-ended responses) Affordability (5) Dont know (4) World-class culture/arts (3) Lack of career opportunities (2) Quality of workforce (2) Creative class/high tech (2) Abundant water supply (2) Short commute times (2) Cultural diversity (2) Poor community is a blight (2)N = 44 23. +Best Part About Living Here (wordcloud)N = 329 24. + What do you like best about Rochester? What is thebest part about living here? (open-ended response) Can get anywhere in 20 minutes, easy to get around, lack oftraffic (84) Thriving arts/cultural assets (83) Affordable, low cost of living (48) Nice/moderate weather, four seasons, great summers (44) Small town feel, medium sized city, big city amenities/culture(40) Warm, friendly, educated, smart, creative people (38) Lots to do (34) N = 329 25. + What do you like best about Rochester? What is thebest part about living here? (open-ended response) Great place to raise a family (27) Great schools (27) Affordable housing (26) High quality of life (26) Pleasant, hassle-free living environment (25) Four-season outdoor recreational opportunities (21) Music, jazz, RPO (18) Scenic countryside/natural beauty (15) N = 329 26. + What do you like best about Rochester? What is thebest part about living here? (open-ended response) Good food/restaurants (15) Close to other places of interest (NYC, Toronto, Canada,Boston, Cleveland, Adirondacks, Thousand Islands, etc.) (15) My family is here (15) Finger Lakes (12) Festivals (12) Cultural diversity (11) Close to friends (11) N = 329 27. + What do you like best about Rochester? What is thebest part about living here? (open-ended response) Parks (10) Quality/high tech jobs (10) Interesting, walkable city neighborhoods (Park Avenue, SouthWedge) (10) Nice, safe, quiet suburbs (10) Wegmans (9) Lake Ontario, lakes (9) Access to water (7) N = 329 28. + What do you like best about Rochester? What is thebest part about living here? (open-ended response) Opportunities for intellectual growth (7) Rural/farm country close by (6) Shopping (6) Public Market (5) Safe weather (5) Quality healthcare (5) Rich history (4) Woods, trails (4) N = 329 29. + What do you like best about Rochester? What is thebest part about living here? (open-ended response) Cycling opportunities (3) Sports, sporting events (3) Affordable golfing opportunities (3) Stable/resilient economic environment (3) George Eastman House (3) Local food scene (2) Beautiful homes (2) Erie Canal (2) Clean (2) N = 329 30. N = 424 31. 53.3% VS. 37.2%N = 424 32. 60.7% VS. 71.2%40.6% VS. 50.8%7.9% VS. 19.4% 7.9% VS. 17.8% N = 424 33. N = 404 1 = not important, 2 = somewhat unimportant, 3 = somewhat important, 4 = important, 5 = very important 34. 2.78 VS. 3.012.45 VS. 2.68N = 404 1 = not important, 2 = somewhat unimportant, 3 = somewhat important, 4 = important, 5 = very important 35. N = 404 36. 1 = not at all, 2 = very slightly, 3 = moderately, 4 = greatly, 5 = very greatlyN = 391 37. 4.05 vs. 3.83 3.75 vs. 3.463.51 vs. 3.23 1 = not at all, 2 = very slightly, 3 = moderately, 4 = greatly, 5 = very greatlyN = 391 38. 3.37 VS. 3.661 = not at all, 2 = very slightly, 3 = moderately, 4 = greatly, 5 = very greatlyN = 391 39. N = 391 40. +Amenity Importance vs. DeliveryGood job opportunitiesMany spectator sports5Good medical care Ample nightlifeAffordable housing Beautiful architecture4Low crimeAmple shopping opportunities Good school systems3Diverse population Low cost of living2Temperate climateAttractive neighborhoodsImportance1 Delivery Vibrant downtown Friendly peopleNumerous colleges and universities Well educated populationImportance: 1 = not important, 2Low taxes Short commutes= somewhat unimportant, 3 =somewhat important, 4 = Outdoor recreational opportunitiesScenic beautyimportant, 5 = very important Many places to go and things to do onAbundant cultural amenitiesthe weekendsGood restaurantsClean highways and public spacesDelivery: 1 = not at all, 2 = veryslightly, 3 = moderately, 4 =N = 404, 391greatly, 5 = very greatly 41. N = 371 Note: Compelling is the most important attribute followed by Unique 42. +Attracting Residents (word cloud)N = 241 43. + How do you think Rochester should talk about itself toattract and keep the greatest number of residents?(open-ended response) Outstanding arts & culture (54) Great place to raise a family (41) Affordable, low cost of living (33) Great schools (22) Less negativity, focus on the positive, be proud (21) Colleges and universities, good higher education (21) Short, easy commutes (20) Innovative, entrepreneurial spirit (17) N = 241 44. + How do you think Rochester should talk about itself toattract and keep the greatest number of residents?(open-ended response) Big city assets, small town feel (16) High quality of life (15) Smart, educated population (15) Affordable housing (15) Scenic, natural beauty (14) Science, technology (13) Need more job opportunities (12) Friendly people (11) N = 241 45. + How do you think Rochester should talk about itself toattract and keep the greatest number of residents?(open-ended response) Comfortable, easy place to live (11) Outdoor recreational opportunities (11) Music (9) Finger Lakes (9) Reduce taxes (9) Lots to do (8) Good restaurants/food (7) Moderate weather, four seasons, nice summers, no severeweather (7) N = 241 46. + How do you think Rochester should talk about itself toattract and keep the greatest number of residents?(open-ended response) Progressive city (7) Rich history (of pioneers) (7) Safe, low crime (6) Make Rochester more attractive to young people (6) Cultural diversity (6) Creative people (6) Easy access to other cities (Toronto, NYC) (5) Good healthcare (5) N = 241 47. + How do you think Rochester should talk about itself toattract and keep the greatest number of residents?(open-ended response) Vibrant, high energy (4) Intellectually stimulating (4) Quality/educated workforce (4) Water (4) Wegmans (3) Clean (3) Stable economy, reinvents itself (3) N = 241 48. + How do you think Rochester should talk about itself toattract and keep the greatest number of residents?(open-ended response) On the rise (3) Stimulating, inspiring (2) Sophisticated (2) Bike-friendly (2) Parks (2) Festivals (2) Clean up litter (2) N = 241 49. +Attracting Tourists (word cloud)N = 240 50. + How do you think Rochester should talk about itself toattract the greatest number of tourists? (open-endedresponse) Gateway to the Finger Lakes (60) Arts & culture (59) (Music) festivals & events (52) Wineries/wine tours (43) Water, Lake Ontario, lakes, river, beaches (39) Music, jazz (38) Scenery, outdoor spaces/activities (36) History, historical sites (27) N = 240 51. + How do you think Rochester should talk about itself toattract the greatest number of tourists? (open-endedresponse) Food, restaurants (17) Museums (12) George Eastman House (12) (State) parks (11) Erie Canal (10) Proximity to other places (Buffalo, Niagara Falls, Niagara-on-the-Lake, Toronto) (9) Strong Museum (8) N = 240 52. + How do you think Rochester should talk about itself toattract the greatest number of tourists? (open-endedresponse) Friendly people (8) Sports (7) RMSC (7) Wegmans (6) Colleges (6) Affordable (5) Nightlife (4) Theater, shows (4) N = 240 53. + How do you think Rochester should talk about itself toattract the greatest number of tourists? (open-endedresponse) Golf (3) Fix Main Street, clean up beach (2) Architecture (2) Shopping (2) Performing arts (2) N = 240 54. +Rochesters Quality Clusters Big city Progressive, diverse, sophisticatculture, music, ar ed, stimulating ts Affordable, hassle free, easyFriendlyExcellent schools/universities,smart/highlyInnovative, creat educatedive, entrepreneu people, science and rial technology Scenic beauty, water, FiFood, wine nger , wineriesLakes, outdoorrecreation 55. +Thank you!Questions?