THE OBJECTIVE
?The New Hampshire Office of International Commerce (OIC) suffered from an extremely weak brand identity therefore their services were not fully utilized. Our goal was to increase their awareness and position them as the experts on New Hampshire Import and Export Trade, offering a full range of Import/Export services to the NH business community.

THE STRATEGY
?We introduced a new brand identity that incorporated a consistent graphic feel, color palette and positioning into all marketing materials. In addition wedeveloped specific tools for use by OIC with its client companies. We supported the new branding strategy with a media plan that maintained a continuous presence in the NH business community, while using specific messages to promote key services.

KEY DELIVERABLES

• Market Research:
  Bresette + Company conducted a research survey of 301 New Hampshire business owners to assist OIC in defining it's programs and services as well as to evaluate the current exporting activities within the state. The specific goals of the survey included: identification of present exporting trends, identification of the services that OIC can improve, expand and/or develop. The survey also served as a way of promoting OIC to help develop awareness of their many programs and services. Furthermore, using the information from the analysis of the respondents, a focus group of key New Hampshire business leaders was developed and refined.


• CD Rom:
  Designed, programmed and produced a multimedia CD-ROM for companies interested in exporting to provide an overview of NH and its economy, as well as a menu of various NH business sectors with links to specific NH companies. This gave OIC with an appropriate tool to provide inquirers, as well as to distribute at Trade Shows and Trade Missions. In the future, this tool also has the potential to become a revenue source.


• Business Plan Tutorial:
  In conjunction with OIC we have developed a sophisticated Export Business Plan Tutorial that will be accessible through a secure account off of the NHECONOMY.com website. Through a direct mail campaign, we will distribute a marketing CD-ROM that introduces the concept of international trade to NH businesses and provides a link to the Export Plan Tutorial website. As you work through the sections in the tutorial you will begin the process of identifying your international market opportunity. The intelligence behind this application allows users to complete the tutorial at their own pace, save their progress and print out a formatted document that records an assessment of their export readiness. This will be a very valuable tool for introducing NH businesses to the international market as well as to the resources and expertise available at OIC.


• Magazine / Radio Advertising:
  Developed consistent and proactive marketing of OIC in Business New Hampshire Magazine. We developed a resource area that became a recognized addition to the Business New Hampshire publication to increase awareness around the trade resource cente; highlighting upcoming trade missions and promoting new programs that are born out of each trade mission. Radio advertising is periodically utilized to support these print marketing initiatives.


• Direct Mail:
  We are further supporting the information that is communicated via the Business NH publication and radio with direct mail campaigns. We utilize a business letter and copy of the Export Plan Turtorial CD-Rom to target associations in New Hampshire that reach the C- level executive. We can also promote the next trade mission in the letter by providing a overview of the success of the latest trade mission.


• E-Mail Marketing:
  Developed and designed an email template using the creative direction established for the Business Letter campaign. This email is specifically designed to market OIC to the business associations in NH and leverages the distribution model currently being implemented for the general OIC newsletter. This piece requires brief interaction and refers folks to the website for more information. The email promotes the services of OIC plus offers an incentive to members of the association for the upcoming trade mission, promotion of the broadcast programs schedule, and an ability to request more information and receive a CD of the online Export Plan or another offer, etc.


• Television:
  A Public Access television program is in development to use as a vehicle to create awareness for the OIC. It is divided into two segments promoting international business opportunities as well as international relations and programs that are happening throughout the state. This format will strive to stimulate interest in the economic benefits of doing business overseas by educating greater NH on international markets. In addition, it will introduce NH to foreign cultures and the opportunities within their communities to interact and participate in multicultural programs.


• Miscellaneous:
  Other materials developed and produced on a regular basis include Face Books for Trade Missions, Trade Mission handouts, Trade Resource Guides, partnership brochures, PPT presentations, trade show booth graphics, invites, etc.

THE RESULTS
?New Hampshire ranked 15th in export growth among the 50 states in 2004. Compared to the same period in 2003 foreign sales from New Hampshire's companies increased by an annual rate of 19.5 percent. National exports rose only 13.2 percent during the same period.