noca northeast ohio marketing communications 2012 industry impact study
DESCRIPTION
Goal of the study:Estimate the size of Northeast Ohio'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.TRANSCRIPT
Northeast OhioMarketing Communications 2012 Industry Impact Study
May, 2012
BackgroundWhat:
• 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 Information54 Professional Services
– closely related to advertising
Methodology
• Related supportive industries were found in these NAICS codes:32-33 Printing42-45 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 Industries51 — Information: ad supported
NewspapersOther Print (magazines, et.al.)Broadcast TVCableRadioInternetDirectories & direct mailOut-of-home
Methodology
Code 51: Information Industries51 — Information: Not ad supported
Book publishing Software publishing Motion picture productionSound recording
Methodology
Code 54: Professional Services54 — Professional Services: Advertising
Ad agencies Media buying Media representatives Direct mailOther ad services
Methodology
Code 54: Professional Services54 — Professional Services: Other
Graphic designComputer programmingMarket research/polling Photography Marketing consulting
Methodology
Marketing Communications Support Services32-33 Printing 56 Telemarketing & trade shows 61 Education
Tech and trade schools Fine art schools
71 Performance Independent artistsWriters & performersAgents & managers
Methodology
Study Included Eight Northeast Ohio Counties:AshtabulaCuyahogaGeaugaLakeLorainMedinaPortageSummit
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
2009• 2,752 businesses• 39,412 employees• Annual payroll not
measured
2012• 3,034 businesses• 44,611 employees• $2.0 billion annual payroll
When compared with the results from the 2009 NOCA study, the Northeast Ohio marketing communications industry has weathered the recession well.
Results
When compared to 2009, in 2012:
Number of businesses: 10%
Number of employees: 13%
ResultsGreater Cleveland-Akron Marketing Communications Industry (59 NAICS)
NAICS and Sector# of
NAICS CodesGr Cle-Akr
EstablishmentsGr Cle-Akr Employees
Greater Cle-Akr Annual payroll ($Mil)
Employees 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.
ResultsWhere marketing communications businesses
rank within in Northeast Ohio
Education
Art/Entnmt/Rec
Transp/Wrhs
RE/Rental
Mktg Comm
Manuf.
Wholesale
Fin/Insur
Construction
Accomod/Food
Health/Soc Asst
Retail
- 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000
908
1,013
1,751
2,785
3,034
4,809
4,883
5,223
5,872
6,130
7,387
9,478
2009 Greater Cleveland-Akron Establishments By Industry
ResultsWhere marketing communications ranks in
Northeast Ohio by number of employees2009 Greater Cleveland-Akron Establishments By Industry
Art/Entnmt/Rec
RE/Rental
Transp/Wrhs
Education
Construction
Mktg Comm
Wholesale
Fin/Insur
Accomod/Food
Retail
Manuf.
Health/Soc Asst
- 50,000 100,000 150,000 200,000 250,000
15,823
19,506
32,970
36,213
42,804
44,611
67,072
67,600
106,141
140,525
167,898
221,262
2009 Greater Cleveland-Akron Employment By Industry
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.
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