Regional Marketing Initiative
Author: Maureen Patterson
August 2007
As this community continues to address the challenges associated with diversifying its economy and growing our region, we must develop the identity-based messages and marketing tools necessary to inspire us to communicate what is good about this region for businesses and families.
To accomplish this goal, we launched a formal branding and marketing initiative in June of last year. We know from experience that we can achieve inspirational goals when we work together — now is the time to take advantage of our momentum.
This regional marketing initiative has been organized and executed by enlisting and engaging broad-based support from industry, subject matter experts to provide guidance and oversight, and professional staff from the Coalition to manage the project through to its successful completion. Special thanks goes to the State of Ohio for supporting this initiative with a matching grant. The requirements of the grant is that we match the funding with local support and a fundraising campaign is in full swing. We will develop a unifying brand identity for the Dayton Region, create internal stakeholder pride in and awareness of the Dayton Region, and to create external awareness and interest in the Dayton Region as a viable choice to live and work. Outcomes will include launching a sustained regional branding campaign, the development and execution of a regional communications plan, and a marketing and PR plan.
And we need your help to do so. In fact, we can’t succeed without you.
Regional Branding: We’re working to learn about the people of the Dayton Region, why they choose to be here, and what they think makes our region unique. This information will help us create a new, powerful regional brand to help get the word out about everything this area has to offer.
A regional brand will allow city and county governments, companies, community groups, and individuals to celebrate local pride and help “market” the region to businesses, potential employees, tourists, and anyone looking for an outstanding place to call home. The brand will provide a strong, shared foundation to make all of these efforts more effective.
THE PHASES OF THE INITIATIVE
- Phase I - Conduct research to learn “who we are” as a community and how tobrand our region effectively
- Phase II - Develop a unifying regional brand identity
- Phase III - Create a coordinated communications plan and brand-related messaging
- Phase IV - Create a comprehensive marketing and public relations plan
Identity Based Branding: It’s who we are, not where we are. We know we have a great story to tell. Our area combines a high quality of life and a generally affordable cost of living. We have access to excellent education and healthcare, unique recreation and entertainment options, and a wealth of opportunities for businesses and employees.
None of this is really what makes us stand out, though. To truly capture what being a part of the Dayton Region means—and to show others—we need to talk about who we are. More than anything else, our diverse community, and the remarkable individuals, families, and organizations who make it up, form the heart of the Dayton Region. If we can define ourselves well, everything we say about tourism, economic development, corporate recruiting, or related topics should ring true and have a powerful impact.
If we miss the mark, our brand could become just one more forgettable slogan. And we’ll lose a vital opportunity to help our area grow and thrive for decades to come.
KEYS TO BRANDING SUCCESS
A successful identity-based brand is:
- Believable - It “fits” the Dayton Region
- Practical - Its easy to communicate and market
- Lasting - It can hold true for generations
- Proud - It reflects and encourages regional pride
- Broad - It applies to a full range of regional citizens and businesses
- Simple - It can be understood and embraced by all groups
- Memorable - Its easy to keep in mind
Brand Champions: Finally, you can also help by remaining interested and supportive. After we’ve heard from the community, we’ll develop, test, refine, and finally unveil the new regional brand. The brand will be available for use in marketing and communications by governments, companies, and organizations of all types, so you should quickly start seeing it around the area and in targeted national media. As more people identify with and use the brand—becoming “brand champions”—it will become increasingly more accurate, appealing, and effective. The more people who participate in and support this project, the better our odds of success.
