Why Business Leaders Are Rallying Behind ‘All in NC’

From the desk of Mike Rusher

This morning is a departure from our usual format. Rather than a one-way briefing on a timely business issue, we are inviting input, and potentially support, on a high-impact initiative that has played a central role in North Carolina’s sustained economic development success since 2021.

A little more than a year ago, we wrote about the wildly successful economic development marketing initiative, “All in NC.”

The marketing campaign and the rationale behind it were compelling. The state budget that became law in November of 2021 launched a fully-funded three-year program for a proper national branding effort. North Carolina had and has incredible business assets, and business leaders across the country were about to become educated.  

The result is “All in NC,” a full-scale marketing initiative that targets national employers. All in NC features “highly targeted, creative and memorable messaging that brings to life assets including the state’s natural beauty, high quality of life, mix of urban and rural settings, affordability, business-friendly tax climate, educational ecosystem, spirit of innovation, and more,” an EDPNC press release announced in 2021.

The campaign showcases the most convincing arguments for businesses to relocate to North Carolina, from its climate – business and natural – to its tax environment. 
The latest numbers are in, and they’re strong.

Since 2021, the “All in NC” campaign has brought $48.8 million in direct capital investment into North Carolina, which will of course have compounding effects in the years and decades to come.

How do we know that figure for certain? Because the Economic Development Partnership of North Carolina (EDPNC), which executes the campaign, traces investment outcomes directly to actions prompted by the campaign – a business owner clicked on an All in NC ad, for instance, which led to a conversation with EDPNC. These are not presumed or inferred benefits.

By way of example, All in NC led to Cherokee Tobacco making a $14.25 million capital investment in Caswell County, and Steel Warehouse making a $30.5 million capital investment in Catawba County – and they are just warming up. The business development pipeline now includes 129 more companies actively exploring expansion or relocation to the Tar Heel State – each with direct ties to the campaign. 

Since All in NC’s launch, its 645 million impressions and 219 million engagements generated more than 10,000 inquiries, and those 129 qualified business opportunities total $7 billion in potential investment. These are the hallmarks of a well-executed marketing initiative. But more importantly, they point to a positive return on investment – for a campaign that just started. 

Those are the hard numbers. The soft impact is apparent too, though it is by nature less direct.

In EDPNC’s latest market research study of C-suite executives and site consultants, North Carolina has risen from the middle of the pack to the top position for business relocation consideration, surpassing southeastern competitors including Texas, Virginia, and Georgia.

CNBC ranked North Carolina the No. 1 or No. 2 best state for business each of the four years the All in NC campaign has been running. Likewise, Site Selection Magazine ranked North Carolina the top business climate in the country for two of the past four years, as we highlighted earlier this year.

These high rankings were met with massive economic development wins. Since 2021, North Carolina has seen the announcement of some transformative projects from prominent companies like Toyota, Eli Lilly, Boom Supersonic, Wolfspeed, Epsilon, and many more. Other key statistics by year include:

• 2021 –  23,748 jobs announced with $10.01 billion in announced capital investment 
• 2022 – 27,144 jobs announced and $15.58 billion in announced capital investment 
• 2023 – 10,855 jobs announced and $4.89 billion in announced capital investments 
• 2024 – 17,586 jobs announced and $16.1 billion in announced capital investments

We know what suspending the All in NC campaign would look like because EDPNC temporarily paused spending in the immediate aftermath of Hurricane Helene. In that brief period, lead generation fell from 200 per month to zero; website traffic dropped by 57%; and social media engagement plummeted by 99%.

To sustain All in NC’s success, our state would be well served by funding All in NC for the next five years, plus an expansion of the campaign into international markets. Why international? According to EDPNC, foreign direct investment now accounts for over 40% of North Carolina’s business recruitment pipeline, a marked increase from pre-pandemic trends. Translating All in NC’s domestic success into international markets would likely yield even more benefit. Past funding for the program has totaled $10 million per year over the last three years – barely keeping North Carolina competitive with other top states for business. 

If you look at these numbers and agree that North Carolina ought to continue marketing itself in this hypercompetitive economic development world, then we ask that you join us and lend your support by filling out this FORM.For those of you already engaged and signed on, thank you, no additional action needed. 

In short order, this message of support will be sent to state lawmakers asking them to continue the All in NC campaign – with your name attached, if you agree via the hyperlinked form above. 

The more business leaders stand behind the initiative’s success, the likelier it is for this strong campaign to keep returning benefits to the state.

Thank you for reading, please feel free to reply directly to this message or to me at mrusher@theresultscompany.com.