The document outlines Into Somerset's efforts to promote Somerset and encourage inward investment. It discusses perceptions of Somerset, target markets, and creating a Somerset brand focused on lifestyle, entrepreneurship, and connectivity. Plans for 2010 include growing web profiles, a spring conference, and supply chain work with EDF Energy to attract higher value businesses in key sectors like advanced engineering and energy.

1. Rupert Cox, Acting CEO Into Somerset Chris Langdon, Business Development Consultant to Into Somerset Into Somerset: 4 th December 2009

2. Into Somerset Promoting Somerset & encouraging inward investment from key target markets

7. Perceptions of Somerset Business Location Requirement Lifestyle Internet Access to Markets Easy local travel Workforce Satisfaction 98% 89% 83% 85% 82% Perception 66% 39% 36% 51% 33%

8. Perceptions of Somerset Lifestyle Requirement Easy local travel Good air quality Coast & country Good schools Good housing Satisfaction 91% 96% 98% 93% 78% Perception 40% 63% 69% 38% 40%

10. Perceptions of Somerset Top 5 Industries associated with Somerset Ex Somerset Response Agriculture Food & Drink Tourism Don’t Know ?? In Somerset Response Agriculture Tourism Food & Drink Aviation Other manufacture

11. Real Somerset Industry Somerset: 2007 Employment (Full Time Equivalent) Food & Drink (Inc Ag) 18,557 Leisure & Tourism 8,169 Advanced Engineering 7,051 Public admin, Educ, Health 25,074 Manufacturing 31,558 Business Services 32,518

12. Minehead Bridgwater Taunton Yeovil Frome 4 functional zones of Somerset A 303 Corridor M5 Corridor NE Triangle Lifestyle & Tourism

14. Target Markets Emerging Sectors: Energy & Environment Growing Sectors: Business Services Creative Industries Strong Sectors: Advanced Engineering Food & Drink Which sectors should we target?

16. Creating the Somerset Brand Old Brand Nice, Rural, Cider, Lifestyle, Don’t know where it is. Agriculture, Tourism, Food & Drink, Don’t know Target Markets 25-44 yr olds High value Entrepreneurs Growing and emerging sectors South & East The Challenge

17. Creating the Somerset Brand Progressive: Mixing old and new, cutting edge, global customers Traditional : Communities, landscape, food, skills Independent: History, free thinkers, rebellious spirit. Lifestyle: Country, coast, clean air, communities, schools. Entrepreneurial: High start up rates, innovation, collaboration, good survival. Connected: Accessible, London, International, Top Internet. Creative & Cultural: Festivals, crafts, drama, design

19. Outdoor Campaign

20. Outdoor Campaign

21. Outdoor Campaign