Business Facilities - June 2008 - (Page 52)

BUSINESS REPORT Maine By Bill Trüb Maine’s New Maritime Marketing Message The boat building business is a hallmark of Maine’s marine industry, and a new branding strategy aims to promote a fresh, new image. M aine’s $650 million boating industry is inseparable from the state’s sea-faring history, coastal landscape, and promising future. In March, Maine launched a new, comprehensive brand strategy for its boat building and marine trade operations to protect its maritime business. Bolstered by a $15 million federal grant funded through Maine’s North Star Alliance Initiative (NSAI), the new brand strategy resulted from a discovery process driven by the industry itself; visual images and marketing strategies were developed based on information and feedback collected through extensive interviews with boat builders throughout Maine. The brand aims to capture the MAINE FAST FACTS Population (2006): 1,321,574 Largest Cities (2006): Portland, 63,011; Lewiston, 36,011; Bangor, 31,008; South Portland 23,784 Targeted Industries: Aquaculture and marine technology, technologies for forestry and agriculture, biotechnology, composite materials, environmental technology, information technology, precision manufacturing Key Incentives: Pine Tree Development Zone Program, Business Equipment Tax Reimbursement program, Maine Technology Institute, Employment Tax Increment Financing, Research Expense Tax Credit relationship between boat builders and buyers based on a shared appreciation for pride in ingenuity and the integrity of a Maine-built boat. Components of the brand strategy include a new slogan, “Art and Soul,” and logo; brand imagery and messaging; new market development tactics; public relations initiatives; a cohesive industry presence at key boat shows; and Web site development. A consumer campaign includes targeted placements in statewide, national, and international media. The newly designed Web site, www.mainebuiltboats.com, launched on March 17, features the new brand imagery, an expanded photo gallery and member profile section, launch and event listings, and industry news. As the campaign stimulates new markets, a series of educational workshops and seminars are being organized simultaneously to teach boat builders how to promote their individual businesses competitively. “This is new territory for many of our builders,” says Jane Wellehan, president of Maine Built Boats. “They are stepping out into the world in a new way.” The NSAI focuses on building capacity and addressing gaps in four pillars of economic development: workforce development; research and development; capitalization and infrastructure development; and market/business development. MAINE EMPLOYMENT DATA, 2007 & 2008 (SEASONALLY ADJUSTED) Civilian Labor Force Employment Unemployment Unemployment Rate March February January December November 707,939 706,422 709,579 706,495 705,504 672,226 672,847 674,511 671,866 671,279 35,713 33,575 35,068 34,629 34,225 5.0 4.8 4.9 PHOTO CREDIT: MAINE BUILT BOATS 4.9 4.9 SOURCE: MAINE DEPARTMENT OF LABOR 52 JUNE 2008 http://www.mainebuiltboats.com

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Business Facilities - June 2008 Contents First Word Snapshots Metro Spotlight: Austin, TX The Greening of America Winds of Change in the Berkshires Hot Logistics Locales Metro Spotlight: New Mexico Borderplex Hollywood on the Louisiana Bayou Idaho: Gem State's Economy is Glittering Mayor's Reports New Brunswick, Canada's Export Leader Virginia: Where Business and Fun Come Together How Green Is Your Site? Maine's New Maritime Marketing Message Corporate Moves: Alabama Advertiser Index Ask the Expert

Business Facilities - June 2008

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