MEDIA MARKETS

Density of target market

Industry types

Cost of living/quality of life

factors

Migration patterns

13 Midwest Metro Markets

Cedar Rapids, Iowa

Champaign, Illinois

Chicago, Illinois

Columbus, Ohio

Des Moines, Iowa

Dubuque, Iowa

Grand Rapids, Michigan

Indianapolis, Indiana

Minneapolis, Minnesota

Rochester, Minnesota

Rockford, Illinois

St. Louis, Missouri

St. Paul, Minnesota

C6. How likely are you to consider moving to another state for a job opportunity?

Likelihood to Consider Moving to Another State for Job Opportunity

Individuals in St. Louis (St. Louis), Chicago (Cook), Champaign (Champaign) and Detroit (Wayne) counties were most likely to consider moving to another state for a job opportunity. This metric is inline with previous research conducted with Millennials.

n=1402Bold indicates significance

Total SampleSt. Louis (St.

Louis)Chicago (Cook)

Champaign (Champaign)

Detroit (Wayne)

Indianapolis (Marion)

Columbus (Franklin)

Cincinnati (Hamilton)

Minneapolis (Hennepin)

Des Moines (Polk)

Grand Rapids (Kent)

Rockford (Winnebago)

Flint (Genesee)

South Bend (St. Joseph)

St. Paul (Ramsey)

Top 2 Box 63% 74% 72% 71% 70% 66% 64% 61% 60% 59% 59% 56% 56% 56% 50%

Very likely 27% 28% 30% 33% 35% 37% 28% 25% 21% 21% 22% 28% 20% 16% 21%

Somewhat likely 36% 46% 42% 38% 35% 29% 36% 36% 39% 38% 37% 28% 36% 40% 29%

Not very likely 23% 20% 20% 22% 23% 19% 17% 23% 24% 21% 28% 32% 26% 20% 30%

Not at all likely 14% 6% 8% 7% 7% 15% 19% 16% 16% 20% 13% 12% 19% 24% 20%

Bottom 2 Box 37% 26% 28% 29% 30% 34% 36% 39% 40% 41% 41% 44% 44% 44% 50%

Base 1402 50 151 45 150 150 150 135 150 76 100 50 70 45 80

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Gray denotes ‘Research Only’ markets

4

Q5. How likely are you to consider moving to Wisconsin for a job opportunity?

Likelihood to Consider Moving to WI for a Job Opportunity

Over half of those surveyed (52%) indicated they’d be likely to consider moving to WI for a job opportunity, a significant increase from 2018.

Only three markets (Franklin, Kent, Polk) have more than half of respondents indicating they’d be unlikely to move.

In 2019, likelihood to consider moving to WI saw significant gains in both Franklin and Hennepin counties.

n=1349

Total SampleChicago

(Cook)

Indianapolis

(Marion)Columbus

(Franklin)Minneapolis

(Hennepin)St. Louis

(St. Louis)

Grand

Rapids

(Kent)

St. Paul

(Ramsey)Rockford

(Winnebago)Champaign(Champaign)

Des Moines

(Polk)Rochester

(Olmsted)Dubuque

(Dubuque)

Cedar

Rapids

(Linn)

2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019

Top 2 Box 43% 52% 56% 63% 42% 50% 33% 45% 37% 53% 46% 59% 41% 45% 41% 52% 58% 77% 47% 55% 42% 38% - 50% - 50% - 55%

Very likely 9% 14% 11% 20% 11% 16% 9% 8% 7% 13% 2% 19% 9% 9% 8% 14% 16% 37% 13% 9% 7% 6% - 10% - 14% - 10%

Somewhat likely 34% 38% 45% 43% 31% 34% 25% 37% 29% 41% 44% 40% 32% 36% 34% 38% 42% 40% 33% 45% 36% 32% - 40% - 36% - 45%

Not very likely 34% 32% 28% 24% 35% 35% 40% 32% 32% 31% 36% 31% 38% 41% 38% 28% 26% 20% 36% 34% 37% 35% - 45% - 36% - 40%

Not at all likely 23% 16% 17% 12% 23% 16% 27% 24% 31% 16% 18% 10% 21% 13% 21% 20% 16% 3% 18% 11% 21% 27% - 5% - 14% - 5%

Bottom 2 Box 57% 48% 44% 37% 58% 51% 67% 56% 63% 47% 54% 41% 59% 55% 59% 48% 42% 23% 53% 45% 58% 62% - 50% - 50% - 45%

Base 1002 1349 151 201 150 200 150 200 150 200 50 70 100 135 80 115 50 35 45 44 76 95 - 20 - 14 - 20

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Bold indicates significant increase or decrease

Quality of lifeWork-life

balance

Career

opportunitiesLow crime rate

Educational

opportunities

Low cost of

living

Evolving and

improving

Outdoor

activitiesRaise a family

Preserves

natural

resources

Good weatherCultural

activities

GAP -37% -45% -46% -37% -39% -33% -45% -21% -28% -25% -47% -36%

Wisconsin Performance Gaps

Wisconsin has the most room to grow in the perception of being a state that has good weather (gap of 47%), provides a variety of career

opportunities (gap of 46%), is continually evolving and improving (gap of 45%), and promotes a good work-life balance (gap of 45%).

n=1402Bold indicates significance

Importance

93%Importance

93%Importance

92% Importance

90% Importance

88%Importance

87%Importance

86%Importance

86%Importance

85% Importance

83%

Importance

83%Importance

81%

Performance

56%

Performance

47% Performance

46%

Performance

53%Performance

48%

Performance

53%

Performance

41%

Performance

64%

Performance

57%

Performance

58%

Performance

36%

Performance

45%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Q2. When it comes to selecting a state in which you decide to live and work, please indicate how much you agree or disagree with the following statements.

Q4. Please indicate how much you agree or disagree with the following statements about Wisconsin. Attributes Sorted from Highest Importance to Lowest

GAP

(Top 3 Box) Somewhat Agree, Agree, Strongly Agree

Outdoor

activities

Preserves

natural

resources

Quality of life Raise a familyEducational

opportunities

Cultural

activities

Low cost of

living

Work-life

balance

Career

opportunitiesLow crime rate

Evolving and

improvingGood weather

2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019 2018 2019

69% 83% 61% 71% 59% 71% 59% 71% 52% 62% 48% 61% 57% 60% 51% 61% 46% 59% 55% 59% 43% 58% 36% 52%

+14% +10% +12% +11% +10% +13% +3% +10% +13% +4% +16% +16%

6

Total Sample Perceptions

We saw significant gains in 10 of 12 perceptions about Wisconsin from the 2018 levels, with the most sizable gains being made in “is evolving and

improving,” “has good weather,” and “variety of outdoor activities to enjoy.” Low cost of living and low crime rate saw directional gains as well.

n=1349

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Q4. Please indicate how much you agree or disagree with the following statements about Wisconsin. Attributes Sorted from Highest Performance to Lowest

(Top 3 Box) Somewhat Agree, Agree, Strongly Agree

Bold indicates significate increase or decrease

TALENT MARKETING TOOLKIT

Millennial Alumni Veteran

THINK AUDIENCE

“Use a WEDC millennial video to promote the quality of life in my area on social media.”

▪ Choose the millennial quality of life social ad that best fits your needs.

Check the Quality of Life messaging pillar that best fits

how you’d like to promote your area. Explore available

assets and select the one that best fits your needs.

“Use a WEDC millennial video to promote thequality of life in my area on social media.”

Download .zip folder of

chosen Millennial social

advertisement.

SOCIAL MEDIA POST

NEXT STEPS

▪ Toolkit launched: May 1, 2019

▪ Interested partners will request

and receive account login

credentials at

wedc.org/toolkit

▪ Further demonstration and training

to be provided as needed