Greenville Business Magazine 2010 February issue : Page 23NEW TARGET INDUSTRY STRATEGY DIRECTS UPSTATE SOUTH CAROLINA REGIONAL MARKETING EFFORTS FOR 2010 AND BEYOND BY HAL JOHNSON | PHOTOGRAPH BY COMMERCIAL IMAGING A s the country begins to emerge from recession, the Upstate region is poised to take advantage of the growth that will take place as companies begin to invest again. The opportunity for new business growth abounds in key industries that are important to the future of our region. In fact, the results of a study we undertook to identify key market segments has helped us laser focus on strong segments for growth. Late in 2009, Upstate SC Alliance revealed the results of the comprehensive study that began in May of 2009 to identify new industries and opportunities for future economic growth in the region. With the support of South Carolina Power Team and AdvanceSC, the Upstate SC Alliance recently partnered with national consultants Avalanche Consulting, Inc., McCallum Sweeney Consulting and Greyhill Advisors to develop a highly targeted marketing approach for the region. The results were unveiled at a presentation held at Tri-County Techni- cal College in Pendleton, S.C. To hone in on the strongest opportunities for the Upstate South Carolina region, the consulting team considered industries that intersect both the region’s busi- ness and research strengths. The study determined that the best opportunities lie within the following industries: Advanced Materials ›› Metal fabrication ›› Optoelectronics/photonics ›› Advanced textiles Automotive ›› Diesel powertrain ›› Boutique/specialty original equip- ment manufacturers ›› Automotive R&D in fuel efficiency, batteries, and plug-in hybrid vehicles Biosciences ›› Medical devices ›› Biomaterials R&D Energy ›› Energy grid components ›› Energy systems solutions ›› Nuclear components ›› Clean energy (wind, solar) Commissioned by the Upstate SC Alliance in 2009, the study began with the consulting team traveling through- out our region spending a day in each of the ten counties represented by the Alliance. While visiting, consultants investigated what companies are already in the area and the strengths and weak- nesses of each. This “targeting” phase provided asset maps and target cluster identification. Identifying existing assets was viewed as a critical component in moving forward as new opportunities are woven into the existing fabric of the Upstate business community. The second phase of the study focused on the production of a strategy to seek out these identified industries. Formulating a strategy to deliver the correct messaging and materials to each identified segment, the study resulted in focused steps to attract the identified industries. Now is the time to take marketing this region to the next level and what we’ve done is re-tooled our approach to become absolutely focused on what we go after and how we accomplish our duty of telling the Upstate story to the rest of the world. Becoming more effective in our marketing and branding will lead to new opportunities for the region and an increased quality of life for everyone. “This study has resulted in the most highly targeted marketing strategy in the Upstate SC Alliance’s history. It provides a detailed five year roadmap that hones in on four specific industries that will catalyze economic growth across all 10 Upstate counties,” comments Amy Holloway, president and CEO of Avalanche Consulting, Inc. “We expect the Alliance’s target marketing initiative will result in heightened awareness of the region internationally and, at a minimum, a doubling of prospect activity by 2015. More information is available at www. upstatetargetstrategy.com.” The Upstate SC Alliance is excited about the opportunities ahead due to this new laser focused marketing approach and we hope the business community will aid us in making the Upstate a better place. Together we can strengthen the Upstate economy. ■ Hal Johnson is president and CEO of the Upstate SC Alliance, a public/private regional economic development organization designed to market the 10 counties in South Carolina’s Upstate. He can be reached via email at hjohnson@upstatealliance.com. Additional information is available through the Alliance’s web site, www.upstatescalliance.com. FEBRUARY 2010 | GREENVILLE BUSINESS MAGAZINE 23 Publication List |
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