As published in the February 1, 2010 Toledo Business Journal
Dave Nolan,
Destination Toledo, Inc.
Branding initiative launched
Toledo Business Journal recently interviewed Dave Nolan, president and CEO of Destination Toledo, Inc. He shared the following thoughts.
Toledo Business Journal: Can you discuss the purpose and objectives of the area branding effort?
Dave Nolan: To allow us to tell the Toledo Regional Story better than our competitors. To finally come to terms with our distinct competitive advantages and tell the world why our region is the place to build a new business, attend college, and bring a meeting or convention. To tell the world why our quality of life and business potential makes our region a top destination.
We want to bring jobs to the region and improve commerce. We need to compete at the highest level and with a united front. With a brand that we support, we can increase market share and ultimately improve the quality of life for residents of the region.
TBJ: What resources have been put together for this initiative, and what professionals are involved?
DN: Our brand team has raised $200,000 to finance the brand process. We are pleased to have representation from the educational community as well as private, not-for-profit, and public sector communities. Brand team organizations include: The University of Toledo (UT), Bowling Green State University (BGSU), Toledo Regional Chamber of Commerce, Lucas County Commissioners, City of Toledo Office of the Mayor, The Blade, Toledo Mud Hens, Downtown Toledo Improvement District Inc, Toledo-Lucas County Port Authority, Job1USA, Holiday Inn Splash Bay Indoor Waterpark, Urban League, Destination Toledo, Inc. and the Toledo Community Foundation.
TBJ: What is the geographical area that is being included?
DN: All of northwest Ohio is invited to participate, including the Northwest Ohio Regional Economic Development Association (NORED).
TBJ: Can you discuss the process that is being employed for this work?
DN: The process is designed to be participative. We believe that the answers for competitive advantage lie from within. We will make an effort to engage northwest Ohio in telling the brand team what makes our region special and what individuals and companies believe should be our positioning statement that separates us from our Midwest competitors.
We will conduct interviews with as many companies and organizations that we can identify. Citizens will be encouraged to attend public hearings, and companies and residents alike will be invited to fill out online surveys providing keen insight as to what makes our region great and at the same time give feedback as to what impedes progress.
We will direct all to our website – www.toledoregionstory.com – allowing everyone to be engaged in the branding process.
TBJ: Can you describe the finished result of this work effort?
DN: We will have a logical and true sampling of what our constituents believe makes our region outstanding. We will have identified our competitive strengths and how we might then launch an implementation campaign and process to tell the nation. We will have access to consistent imaging and language that is current and communicates how our brand should be represented.
This is not about creating a tagline; this is branding our region. If we succeed, our brand and brand promise / platform should last for many years.
Our goal is to complete this branding effort in July.
TBJ: Can you discuss future plans for the use of this branding work in a marketing campaign?
DN: There are two outcomes we would hope to introduce. First, we will have a centralized website where all residents and business owners can have access to up-to-date information and imaging on the Toledo Regional Story. Messaging will include subject matter outlining competitive benefits articulating consensus views originating from the port authority to university sector. We will have brand guidelines and hope to create brand ambassadors that can help sustain the brand platforms with new corporate executives and organizations that might experience turnover.
Second, we hope that with excitement and success we can launch a major implementation and execution campaign that can be funded and sustained for many years. We will need to market our brand to a national audience.
TBJ: Are there any other issues that you would like to address?
DN: We need help. We need every reader of Toledo Business Journal to embrace the branding effort and become engaged. As I mentioned, the answers for capturing new market share with many diverse market segments rests with the intelligence, experience, and views of northwest Ohio stakeholders. The brand team has created a process and a means to capture the data. We will need champions for the cause. We are encouraged that all of us working together can become leaders that make a true difference. We have much to gain. The stakes are high and we must play to win.