Competitive Wisconsin / WAA Research Project Paula Bonner President and CEO Wisconsin Alumni Association Mark Menzel Director of Marketing and Research Wisconsin Alumni Association September 13, 2006

Survey Penetration Sent to 43,670 alumni via  26,778 from across the state of WI  16,892 from WAA “geocities” across the country: Chicago, Twin Cities, New York, Los Angeles, Washington D.C., Denver and Boston 4,551 respondents (10.4% response rate)  95% confidence level

In-state vs. out-of-state

Breakout of WI respondents

Where WI respondents work Very little variability between where WI residents live and where they work  95.9% of respondents work in the same area in which they live  Less than 1.5% of WI residents surveyed commute across the border to IL or MN

Breakout of out-of-state respondents

Out-of-state responses * “Other” includes: For lower taxes, Didn’t like it in WI, Wanted a more attractive lifestyle, Didn’t like the weather, and Other.

Out-of-state responses

Would you consider moving back to Wisconsin? Open-ended response trends: If Yes, why*? Great place to live42% Family and friends26% Affordable cost of living18% Better quality of life8% Good people in WI6% If No, why not? Lack of job opportunities27% Family/friends elsewhere 16% WI not urban enough16% Inclement weather8% * Of those that said yes, roughly 15% said the only reason they don’t move back to WI is due to lack of career/job opportunities.

Out-of-state responses

Wisconsin resident responses

WI resident responses

Composite responses Participants were asked how influential the following factors were in their decision to live in a community: Vitality: I value a vibrant community where people are “out and about” using public parks, trails and recreation areas, and living in a healthy community. Cost of Lifestyle: I want a community where I can afford to live, work and play. Social Capital: I value living in a diverse community where people are engaged and involved in community life. Around Town: I want access to places for: eating out, entertainment, bars, coffee shops and stores. Employment Opportunity: I want a broad choice of places to work and an environment that is friendly to entrepreneurs. Learning: I want to plug into strong schools, smart community and lifelong learning opportunities (e.g., yoga or cooking classes; book clubs; classes, etc.).

Composite responses

In-state vs. out-of-state Out-of-state respondents agreed less strongly with the following statements:  It’s a great place to be a single, young professional  It’s a great place for a career

Composite responses

Would you recommend WI to a peer who was considering relocating? Open-ended response trends: If Yes, why? Quality of life33% Quality of schools19% Scenic beauty18% Affordable living11% If No, why not? Small towns29% Lack of career opportunities 24% Lack of diversity17% Inclement weather11%

Demographics Gender Female57.9% Male42.1% AgeResponsesPercentage

In-state vs. out-of-state Age did have an effect on in-state vs. out-of- state residency A higher percentage of year-olds and year-olds were from out-of-state WI had a higher percentage of year- olds and year-olds.

Demographics

In-state vs. out-of-state Location showed very little effect on industry Only two industries showed significant effect: 6.73% more WI residents were in health care 5.46% more WI residents were in education Other variations among industries across residency showed little significance

Demographics

In-state vs. out-of-state Income was affected by state residency: In general, people out-of-state earn more in all salary ranges except $75-$100K 3% more for $100-$150K 2% more for $ K 5% more for $200K+ Numbers not heavily significant

Demographics

Summary Wisconsin’s biggest asset is quality of life People who choose to live in WI, work in WI WI is doing well, retaining 80.7% of in-state respondents who grew up here Nearly 75% of respondents from WI come back within six years Nearly half of all WI residents participating indicate a plan to be in WI 10+ years…with over 40% saying they’ll be in WI for life!

Summary Job/Career-related opportunities was the leading reason out-of-state respondents said they left WI Still, 58.9% of out-of-state respondents said they would consider moving back to WI  However, job/career-related opportunities was still a major concern Ultimately, respondents indicate that any community, regardless of where, must “have it all” for it to be a consideration of where to live