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Northeast Ohio
Marketing Communications
2012 Industry Impact Study
         May, 2012
Background
What:
• NOCA approached Neoconomist to update its 2009 Industry Impact Study.

Why:
• The marketing communications industry provides a critical support service
  to regional businesses and organizations.
• Demonstrating a strong, vibrant, successful marketing communications
  industry will help to attract and retain business throughout Northeast
  Ohio.
• NOCA’s mission to make local companies and organizations aware of the
  breadth and depth of the marketing communications industry in
  Northeast Ohio.

Who:
• NOCA — Northeast Ohio Communications Advocates
• Neoconomist — Published as an insert within Inside Business magazine.
Goal

Estimate the size of the area’s marketing
  communications industry by targeting:
• The number of businesses involved in the industry.
• The number of individuals who work in the industry.
• The economic impact of the industry by the size of payroll.
Methodology

• NOCA’s common-sense definition of the marketing
  communications industry was converted into NAICS codes –
  North American Industry Classification System as determined
  by the U.S. Census Bureau.
• NAICS codes slice industries into smaller segments – the more
  digits, the precise the definitions.
• The marketing communications industry was defined by a
  total of 59 6-digit NAICS codes.
• Additional data was pulled from the Census Bureau’s 2009
  County Business Patterns data.
Methodology
• The core of the marketing communications
  industry was found in two 2-digit NAICS codes:
  51 Information
  54 Professional Services
     – closely related to advertising
Methodology

• Related supportive industries were found in
  these NAICS codes:
  32-33   Printing
  42-45   Wholesale/Retail
     56   Administrative Support
     61   Education
     71   Performance
     81   Miscellaneous
Methodology
Using the 6-digit NAICS codes allowed the
  industry to be sliced into smaller segments.
  •   51     Information
  •   511    Publishing
  •   5111 Print Publishing
  •   511110 Newspaper Publishing
  •   511120 Periodical (magazine) publishing

  • 515    Broadcasting
  • 5151 Radio and TV Broadcasting
  • 515112 Radio Stations
Methodology
Code 51: Information Industries
  51 — Information: ad supported
       Newspapers
       Other Print (magazines, et.al.)
       Broadcast TV
       Cable
       Radio
       Internet
       Directories & direct mail
       Out-of-home
Methodology
Code 51: Information Industries
  51 — Information: Not ad supported
          Book publishing
          Software publishing
          Motion picture production
          Sound recording
Methodology
Code 54: Professional Services
  54 — Professional Services: Advertising
          Ad agencies
          Media buying
          Media representatives
          Direct mail
          Other ad services
Methodology
Code 54: Professional Services
  54 — Professional Services: Other
          Graphic design
          Computer programming
          Market research/polling
          Photography
          Marketing consulting
Methodology
Marketing Communications Support Services
32-33      Printing
   56      Telemarketing & trade shows
   61      Education
               Tech and trade schools
               Fine art schools
  71      Performance
               Independent artists
               Writers & performers
               Agents & managers
Methodology
Study Included Eight Northeast Ohio Counties:
  Ashtabula
  Cuyahoga
  Geauga
  Lake
  Lorain
  Medina
  Portage
  Summit
Results
  Marketing communications in
  Northeast Ohio is a big industry.
    • 3,034 businesses
    • 44,611 employees
    • $2.0 billion annual payroll
          – Nearly $45,000 per person
Results
When compared with the results from the 2009 NOCA study,
the Northeast Ohio marketing communications industry has
weathered the recession well.
  2009                         2012
  • 2,752 businesses           • 3,034 businesses
  • 39,412 employees           • 44,611 employees
  • Annual payroll not         • $2.0 billion annual payroll
    measured
Results

When compared to 2009, in 2012:


 Number of businesses:   10%

 Number of employees:     13%
Results
 Greater Cleveland-Akron Marketing Communications Industry (59 NAICS)
                                                        # of                    Gr Cle-Akr     Gr Cle-Akr     Greater Cle-Akr          Employees
              NAICS and Sector                      NAICS Codes               Establishments   Employees    Annual payroll ($Mil)   Per Establishment

54 Professional Services Total                             14                     1,489         11,546           $      607                    7.8

51 Information Total                                       19                      377          10,930           $      622                   29.0

32-33 Printing & Manufacturing Total                       11                      372           7,489           $      275                   20.1

56 Administrative Support Total                             4                      183           6,221           $      165                   34.0

42-45 Wholesale/Retail Trade Total                          4                      267           5,471           $      226                   20.5

61 Education Total                                          2                      169           1,610           $       35                    9.5

71 Performance Total                                        4                      167           1,204           $       54                    7.2

81 Miscellaneous Services Total                             1                      10             140            $        4                   14.0

Marketing Communications Industry                          59                     3,034         44,611           $    1,988                   14.7

Source: 2009 County Business Patterns; NAICS are 6-digit


Note: Counties include: Cuyahoga, Ashtabula, Geauga, Lake, Lorain, Medina, Portage, Summit.

Note: Employees and annual payroll data for suppressed cells was estimated.
Results
        Where marketing communications businesses
         rank within in Northeast Ohio
                      2009 Greater Cleveland-Akron Establishments By Industry

         Retail                                                                                                          9,478

Health/Soc Asst                                                                                        7,387

Accomod/Food                                                                           6,130

   Construction                                                                    5,872

      Fin/Insur                                                            5,223

     Wholesale                                                        4,883

        Manuf.                                                       4,809

   Mktg Comm                                       3,034

     RE/Rental                                  2,785

  Transp/Wrhs                          1,751

Art/Entnmt/Rec                1,013

     Education               908

                  -       1,000       2,000    3,000       4,000   5,000       6,000           7,000     8,000   9,000    10,000
Results
       Where marketing communications ranks in
        Northeast Ohio by number of employees
                        2009 Greater Cleveland-Akron Employment By Industry

Health/Soc Asst                                                                                         221,262

        Manuf.                                                                      167,898

         Retail                                                           140,525

Accomod/Food                                                   106,141

      Fin/Insur                             67,600

     Wholesale                              67,072

   Mktg Comm                       44,611

   Construction                    42,804

     Education                  36,213

  Transp/Wrhs                  32,970

     RE/Rental         19,506

Art/Entnmt/Rec        15,823

                  -              50,000              100,000             150,000              200,000             250,000
Impact
• The Northeast Ohio marketing communications industry is a
  strong, vibrant resource for Ohio’s businesses.
• The marketing communications industry provides a critical
  service to other businesses by supporting the
  marketing, promotion and sales of their products.
• The industry is well stocked with go-to-market core
  competencies that can accelerate the sales, profits and
  growth of other industries.
• The industry provides opportunities for a new generation
  high-tech and high-skill jobs.
www.onenoca.org




www.ibmag.com

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NOCA Northeast Ohio Marketing Communications 2012 Industry Impact Study

  • 1. Northeast Ohio Marketing Communications 2012 Industry Impact Study May, 2012
  • 2. Background What: • NOCA approached Neoconomist to update its 2009 Industry Impact Study. Why: • The marketing communications industry provides a critical support service to regional businesses and organizations. • Demonstrating a strong, vibrant, successful marketing communications industry will help to attract and retain business throughout Northeast Ohio. • NOCA’s mission to make local companies and organizations aware of the breadth and depth of the marketing communications industry in Northeast Ohio. Who: • NOCA — Northeast Ohio Communications Advocates • Neoconomist — Published as an insert within Inside Business magazine.
  • 3. Goal Estimate the size of the area’s marketing communications industry by targeting: • The number of businesses involved in the industry. • The number of individuals who work in the industry. • The economic impact of the industry by the size of payroll.
  • 4. Methodology • NOCA’s common-sense definition of the marketing communications industry was converted into NAICS codes – North American Industry Classification System as determined by the U.S. Census Bureau. • NAICS codes slice industries into smaller segments – the more digits, the precise the definitions. • The marketing communications industry was defined by a total of 59 6-digit NAICS codes. • Additional data was pulled from the Census Bureau’s 2009 County Business Patterns data.
  • 5. Methodology • The core of the marketing communications industry was found in two 2-digit NAICS codes: 51 Information 54 Professional Services – closely related to advertising
  • 6. Methodology • Related supportive industries were found in these NAICS codes: 32-33 Printing 42-45 Wholesale/Retail 56 Administrative Support 61 Education 71 Performance 81 Miscellaneous
  • 7. Methodology Using the 6-digit NAICS codes allowed the industry to be sliced into smaller segments. • 51 Information • 511 Publishing • 5111 Print Publishing • 511110 Newspaper Publishing • 511120 Periodical (magazine) publishing • 515 Broadcasting • 5151 Radio and TV Broadcasting • 515112 Radio Stations
  • 8. Methodology Code 51: Information Industries 51 — Information: ad supported Newspapers Other Print (magazines, et.al.) Broadcast TV Cable Radio Internet Directories & direct mail Out-of-home
  • 9. Methodology Code 51: Information Industries 51 — Information: Not ad supported Book publishing Software publishing Motion picture production Sound recording
  • 10. Methodology Code 54: Professional Services 54 — Professional Services: Advertising Ad agencies Media buying Media representatives Direct mail Other ad services
  • 11. Methodology Code 54: Professional Services 54 — Professional Services: Other Graphic design Computer programming Market research/polling Photography Marketing consulting
  • 12. Methodology Marketing Communications Support Services 32-33 Printing 56 Telemarketing & trade shows 61 Education Tech and trade schools Fine art schools 71 Performance Independent artists Writers & performers Agents & managers
  • 13. Methodology Study Included Eight Northeast Ohio Counties: Ashtabula Cuyahoga Geauga Lake Lorain Medina Portage Summit
  • 14. Results Marketing communications in Northeast Ohio is a big industry. • 3,034 businesses • 44,611 employees • $2.0 billion annual payroll – Nearly $45,000 per person
  • 15. Results When compared with the results from the 2009 NOCA study, the Northeast Ohio marketing communications industry has weathered the recession well. 2009 2012 • 2,752 businesses • 3,034 businesses • 39,412 employees • 44,611 employees • Annual payroll not • $2.0 billion annual payroll measured
  • 16. Results When compared to 2009, in 2012: Number of businesses: 10% Number of employees: 13%
  • 17. Results Greater Cleveland-Akron Marketing Communications Industry (59 NAICS) # of Gr Cle-Akr Gr Cle-Akr Greater Cle-Akr Employees NAICS and Sector NAICS Codes Establishments Employees Annual payroll ($Mil) Per Establishment 54 Professional Services Total 14 1,489 11,546 $ 607 7.8 51 Information Total 19 377 10,930 $ 622 29.0 32-33 Printing & Manufacturing Total 11 372 7,489 $ 275 20.1 56 Administrative Support Total 4 183 6,221 $ 165 34.0 42-45 Wholesale/Retail Trade Total 4 267 5,471 $ 226 20.5 61 Education Total 2 169 1,610 $ 35 9.5 71 Performance Total 4 167 1,204 $ 54 7.2 81 Miscellaneous Services Total 1 10 140 $ 4 14.0 Marketing Communications Industry 59 3,034 44,611 $ 1,988 14.7 Source: 2009 County Business Patterns; NAICS are 6-digit Note: Counties include: Cuyahoga, Ashtabula, Geauga, Lake, Lorain, Medina, Portage, Summit. Note: Employees and annual payroll data for suppressed cells was estimated.
  • 18. Results Where marketing communications businesses rank within in Northeast Ohio 2009 Greater Cleveland-Akron Establishments By Industry Retail 9,478 Health/Soc Asst 7,387 Accomod/Food 6,130 Construction 5,872 Fin/Insur 5,223 Wholesale 4,883 Manuf. 4,809 Mktg Comm 3,034 RE/Rental 2,785 Transp/Wrhs 1,751 Art/Entnmt/Rec 1,013 Education 908 - 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000
  • 19. Results Where marketing communications ranks in Northeast Ohio by number of employees 2009 Greater Cleveland-Akron Employment By Industry Health/Soc Asst 221,262 Manuf. 167,898 Retail 140,525 Accomod/Food 106,141 Fin/Insur 67,600 Wholesale 67,072 Mktg Comm 44,611 Construction 42,804 Education 36,213 Transp/Wrhs 32,970 RE/Rental 19,506 Art/Entnmt/Rec 15,823 - 50,000 100,000 150,000 200,000 250,000
  • 20. Impact • The Northeast Ohio marketing communications industry is a strong, vibrant resource for Ohio’s businesses. • The marketing communications industry provides a critical service to other businesses by supporting the marketing, promotion and sales of their products. • The industry is well stocked with go-to-market core competencies that can accelerate the sales, profits and growth of other industries. • The industry provides opportunities for a new generation high-tech and high-skill jobs.