City of Marion, Indiana Advertising Campaign Case Study
OVERVIEW
A survey conducted among 250 leading site consultants sought to identify the states and MSAs expected to experience pace-setting economic growth in the coming years. According to the survey results, the following states were expected to experience significant economic growth from relocation. Texas, California, Nevada, North Carolina, Tennessee, Arizona (tie), Florida (tie), Virginia, Michigan, Colorado (tie), Alabama (tie), and South Carolina.
Frequently cited reasons for these selections included: favorable “pro-business” climates; performance-based business incentives; lower start-up costs; abundance of industrial properties with infrastructures in place; one-stop environmental permitting and financing; educated workforce; access to foreign trade zones; central location; transportation network; population and quality of life.
Unfortunately for Grant County and the City of Marion, Indiana, the State of Indiana was only infrequently mentioned. And, while the State of Indiana has experienced consistent modest growth over the past four decades, Grant County has failed to keep pace, ranking 91st in population growth during the critical years of 1990 to 1997.
The county seat of Grant County is Marion, Indiana, a manufacturing community that has felt the pain of job loss from plant closures or downsizing and job relocation more than most other Indiana communities: Thompson Electronics, Ball-Foster, and General Motors, to name a few. In 2000, the City retained the services of HeldDiedrich to develop a brand architecture strategy and execute a tactical plan for generating interest in the City of Marion as a destination for the establishment of new business or relocation of existing corporations.
METHODOLOGY
We employed a fact-based methodology with a research foundation. The initiative was begun with a program of primary and secondary research with an initial qualitative phase validated by a quantitative set of data points. Stakeholder groups were divided into several categories, including:
- business owners who had made recent relocation decisions
- business owners contemplating a relocation decision
- real estate/relocation specialists
- business and economic leaders
- government and quasi-governmental officials
- representatives from the “arts” , recreational and cultural destinations
- citizens
KEY LEARNINGS
From discussions with corporations who were either contemplating relocation or had made recent relocation decisions, two major findings emerged.
1. When searching for possible relocation destinations, information must be well-organized and easy to access. Time is premium and any potential site that cannot clearly and concisely present its “case” for consideration is immediately discounted.
2. All things being at parody – natural and human resources, incentives, transportation, etc. – the decision is based on what they refer to as the “heart of the community” – the things that ultimately define the quality of life. From discussions with the citizenry of Marion, respondents were generally “apologetic” for the conditions in Marion while, at the same time, there was an underpinning of community spirit or pride in a rich and diverse heritage.
STRATEGY
We developed a brand architecture that began with an “umbrella” brand strategy with several supporting sub-brands, i.e., resources, workforce, local government support, and quality of life. But the master brand strategy borrowed from the architectural element of an arch.
TACTICS
Communications tactics included collateral development, web site development, bus signage, site signage, a PowerPoint presentation and a series of ads placed in publications targeted to relocating industry.
We felt it was important to communicate the new brand strategy within the community in order to rekindle the sense of pride that had once been indicative of Marion. To accomplish this, a series of signage was created to highlight new development in the community. The city buses, police and parks & recreations vehicles were painted in the same color family as the signage and parks & recreations employees and bus drivers were outfitted in the same color scheme. An awards event was also established to recognize achievement and contributions to the community.
RESULTS
While the economic result was an unprecedented number of inquiries received from corporations interested in relocation information, an equally gratifying result was the recognition of the City of Marion by the Chamber of Commerce as the 2002 Community of the Year.