Mongolia Development Poll September 2011

MONGOLIA DEVELOPMENT POLL
SUMMARY OF KEY FINDINGS
SEPTEMBER, 2011
NEW YORK WASHINGTON DENVER SEATTLE LOS ANGELES SAN FRANCISCO AUSTIN LONDON HONG KONG BEIJING DUBAI DELHI
PENN, SCHOEN & BERLAND ASSOCIATES, LLC.
SURVEY METHODOLOGY
Between August 19 and August 22, 2011 PSB conducted 259 online interviews among National Elites and the General Population in the U.S.
Audience All
General Population
Those over the age of 18 and live in the United States
Sample Size
259 205 54
Margin of Error
6.09% 6.84% 13.34%
National Elites
Those with an annual household income of at least $100,000, follow the news closely, have at least a college diploma, and are over the age of 25
The data presented in this study has been weighted to make it reflective of the U.S. Census demographic statistics in terms of gender, age, and ethnicity.
EXECUTIVE SUMMARY
Americans Familiarity And Favorability With Mongolia Is Low
Just 15% of Americans are familiar with Mongolia and 1 in 3 Americans have a favorable opinion of Mongolia This creates a clean slate from which to build perceptions and drive foreign investment
Messages Dramatically Improve Perceptions Of Investment Opportunity and Favorability

Perceptions of Mongolia investment potential went up 52 percentage points among Elites and 56 percentage points among GP Favorability of Mongolia went up 49 percentage points among GP and 47 percentage points among Elites
Most Effective Messages Focus On Natural Resources

The top performing messages among both GP and Elites focus on Mongolias rich resource deposits
KEY FINDINGS
POWER OF MESSAGING
Before
After
33%
Are favorable
82%
Are favorable
Say a good investment opportunity

17%
Say a good investment opportunity

4
69%
POWER OF MESSAGING BY AUDIENCE

Before After
GP
National Elites
GP 82% 84%
National Elites 76% 69%
33%
37% 17% 20%
Favorability
Investment Opportunity
Favorability
5
SHIFTS IN PERCEPTIONS DUE TO MESSAGING

Given everything you just read, how strongly does each of the following statements apply to Mongolia?
General Population Before Messaging Has a stable government Is a rapidly developing country Is a flourishing young country Is a tourist destination Has a strong economy Has major investment potential Has a vast supply of natural resources Is fair to its workers
19 22 21 24 15 26 35 13
National Elites Shift

+63 +63 +62 +62 +61 +56 +51 +42
After Messaging
82 85 83 86 76 82 86 55
Before Messaging
26 24 21 23 9 37 44 14
After Messaging
83 85 78 62 73 78 88 46
Shift
+57 +61 +57 +39 +64 +41 +44 +32
6
MESSAGES
INSIGHTS FROM MESSAGING

1 in 5: 17% of Americans say that Mongolia is a good investment opportunity
Before Messaging
2 in 3: 62% of Americans are not at all familiar with Mongolia
1 in 3: Only 33% of Americans have a favorable opinion of Mongolia
4 in 5: 82% of Americans have a favorable opinion of Mongolia
After Messaging
7 in 10: 69% of Americans say that Mongolia is a good investment opportunity 3 in 4: 76% of Americans say Mongolia has a strong economy a 61 point increase from before messaging
POWER OF RESOURCE MESSAGE 1

With large deposits of natural resources, the more than 300 mines in Mongolia today generate one third of the countrys Gross Domestic Product (GDP). In copper alone, over $900 million is mined each year. Mongolia produces 15% of the worlds uranium, tungsten, and zinc.
Pre
Post 71%
Favorability
33%
0
37% Pre Pre
50
88% Post 69% Post
100
GP Elites
17%
0
20% Pre
50
86%
100
Post
9
POWER OF RESOURCE MESSAGE 2

Mongolia is one of the few remaining untapped natural resource deposits in the world. The countrys richest resources are its minerals, specifically: ore, coal, copper, and oil. Development is under way on the modern infrastructure needed to mine some of these resources to boost its economy and GDP.
Pre
Post 71%
Favorability
33%
0
37% Pre Pre
50
81% Post 68% Post
100
GP Elites
17%
0
20% Pre
50
75%
100
Post
10
POWER OF POLITICAL MESSAGE 1

Mongolia has been a democratic country since 1990. Unlike many political transformations, Mongolias transition from a socialist country to a democracy was peaceful with no civil war(s). Under its new constitution there is a 72seat parliament and a president who are elected, by the people, every four years.
Pre
Post 72%
Favorability
33%
0
37% Pre Pre
50
84% Post 66% Post
100
GP Elites
17%
0
20% Pre
50
76%
100
Post
11
POWER OF POLITICAL MESSAGE 2

Compared to other young countries Mongolia is relatively
stable with a two-
party system both of which produce capable candidates every election cycle.
This political bipartisanship greatly enhances the accountability of its young government and the development of the country with both parties sharing common corporate policy objectives.
Pre
Post 66%
Favorability
33%
0
37% Pre Pre
50
73% Post 63% Post
100
GP Elites
17%
0
20% Pre
50
72%
100
Post
12
POWER OF ECONOMIC MESSAGE

Mongolia is a free-market economy and its national currency Tugrug (or Tugrik) was one of the best-performing currencies world-wide rising around 10% against the dollar last year. It has many rapidly developing industries including tourism, transportation, agriculture, construction, and mining.
Pre
Post 71%
Favorability
33%
0
37% Pre Pre
50
82% Post Post 65%
100
GP Elites
17%
0
20% Pre
50
83%
100
Post
13
POWER OF MODERN NATION MESSAGE

Mongolia is rapidly developing and modernizing at a fast pace. Mongolia's growing infrastructure offers high-speed internet and wireless services. Its urban districts are filled with bars, nightclubs, restaurants and a variety of entertainment (operas, plays, cinemas and sporting events).
Pre
Post 67%
Favorability
33%
0
37% Pre Pre
50
80% Post 62% Post
100
GP Elites
17%
0
20% Pre
50
76%
100
Post
14
POWER OF TOURISM MESSAGE

Mongolia is a country with character and charm, much of which is its ancient customs and traditions. It offers a lot of tourist attractions including sightseeing, hiking, and other outdoor activities. Last year alone, there were nearly half a
million tourists who visited Mongolia bringing nearly a quarter billion US

dollars to Mongolia.
Pre Post 71%
Favorability
33%
0
37% Pre Pre
50
65%
100
Post Post
67%
GP Elites
17%
0
20% Pre
50
59%
100
Post
15
THANK YOU!
JONATHAN GARDNER CHIEF OPERATING OFFICER JGARDNER@PS-B.COM (202) 962-3044
NEW YORK WASHINGTON DENVER SEATTLE LOS ANGELES SAN FRANCISCO AUSTIN LONDON HONG KONG BEIJING DUBAI DELHI

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MONGOLIA DEVELOPMENT POLL

SUMMARY OF KEY FINDINGS

Messages Dramatically Improve Perceptions Of Investment Opportunity and Favorability

Most Effective Messages Focus On Natural Resources

PENN, SCHOEN & BERLAND ASSOCIATES, LLC.

PENN, SCHOEN & BERLAND ASSOCIATES, LLC.

Say a good investment opportunity

Say a good investment opportunity

POWER OF MESSAGING BY AUDIENCE

National Elites 76% 69%

37% 17% 20%

PENN, SCHOEN & BERLAND ASSOCIATES, LLC.

SHIFTS IN PERCEPTIONS DUE TO MESSAGING

National Elites Shift

PENN, SCHOEN & BERLAND ASSOCIATES, LLC.

PENN, SCHOEN & BERLAND ASSOCIATES, LLC.

INSIGHTS FROM MESSAGING

2 in 3: 62% of Americans are not at all familiar with Mongolia

1 in 3: Only 33% of Americans have a favorable opinion of Mongolia

4 in 5: 82% of Americans have a favorable opinion of Mongolia

PENN, SCHOEN & BERLAND ASSOCIATES, LLC.

POWER OF RESOURCE MESSAGE 1

POWER OF RESOURCE MESSAGE 2

POWER OF POLITICAL MESSAGE 1

POWER OF POLITICAL MESSAGE 2

stable with a two-

POWER OF ECONOMIC MESSAGE

POWER OF MODERN NATION MESSAGE

POWER OF TOURISM MESSAGE

million tourists who visited Mongolia bringing nearly a quarter billion US

JONATHAN GARDNER CHIEF OPERATING OFFICER JGARDNER@PS-B.COM (202) 962-3044

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