Beginning in August 2021, Greater Seattle Partners embarked upon a global perceptions research project in conjunction with its creative agency of record, Mekanism, with additional support from award-winning global research firm, 2CV. The purpose was to:
- Evaluate potential impacts of Covid-19 on current perceptions and barriers to relocating or expanding a business and/or choosing to live in Greater Seattle.
- Analyze research findings to effectively identify and address both positive and negative perceptions.
- Craft relevant positioning statements and creative marketing messages to educate targeted audiences, differentiate from the competition, and elevate the Greater Seattle brand for the purpose of business and talent attraction.
First, both qualitative and quantitative research was conducted with key stakeholders from across the Greater Seattle region. Provided with this foundational research, individuals representing both “Business Decision Makers” and “Talent” were then engaged in 60-minute video interviews both in-market in Snohomish, King and Pierce County, as well as in key external markets across the United States, Canada, Europe and Asia. Focused industries consisted of Aerospace, Clean Tech, Manufacturing, Maritime, Med Tech/Life Sciences and IT/Software Development.
Research finding and marketing implications were shared with key stakeholders in February 2022, and GSP is now engaged in translating these learnings into strategy, creative development, execution, and performance.