Economic development is built more on relationships – both internal and external – and less on more traditional means of marketing
Nashville, Tennessee (PRWEB) October 24, 2012
Community branding leader North Star Destination Strategies has partnered with Enterprise Florida, Inc. to develop a business brand for the state of Florida. This project will crystallize the Florida business brand – both strategically and creatively – around the state’s most competitive assets in a way that is meaningful and compelling to key economic development audiences nationally and internationally. Such audiences include site selectors, business executives in target industry clusters, decision makers across multiple sectors, and Florida’s existing industries.
“Florida has a renowned tourism brand,” explains Don McEachern, North Star CEO. “But its business brand is not as well defined. The key for the Florida business brand is not necessarily to shift the way economic development audiences think about Florida away from tourism, but to develop a complementary business brand that works along side tourism . . . demonstrating that Florida is a super state in every sense of the word. Ultimately these brands should work together with each more powerful because of the other.”
In fact, many of the same attributes that make Florida a top tourism destination translate into benefits (albeit, in different ways) for economic development: coastal and inland waters result in successful ports and expanding exports; beautiful weather results in year-round cost-effective productivity; quality of life and place attract new workers; higher education opportunities lead to a stronger workforce; hospitable service means more satisfied audiences; infrastructure enhancements equal ease of transportation and communications; and reasonable cost of living means lower cost of doing business. As part of the project, extensive research will be conducted to affirm or challenge these expectations.
North Star Destination Strategies will work collaboratively with On Ideas, an advertising agency located in Jacksonville, FL to uncover and develop the brand. Specifically North Star is charged with conducting research, strategy development, narrative development and implementation. Working from the brand platform, On Ideas will craft imaginative creative inclusive of the local perspective.
“Economic development is built more on relationships – both internal and external – and less on more traditional means of marketing,” notes McEachern. “That’s why reputation is so important. Even in the research stage, our goal is to facilitate relationship-building practices. We work closely with internal audiences because they know Florida like no one else. They also will be more likely to support the brand tomorrow if they have a hand in shaping it today. At the same time, we conduct brand discovery with key audiences outside the state . . . and even the country. National and international site selectors, CEOs and industry leaders will share their views on Florida’s identity, strengths and weaknesses.”
The research and strategy process will be complete by Thanksgiving followed by brand introductions to Florida constituents in the second quarter of 2013.
Enterprise Florida, Inc. is a partnership between Florida’s business and government leaders and is the principal economic development organization for the state of Florida. Headquartered in Orlando, with offices in Tallahassee and Miami, Enterprise Florida’s mission is to facilitate job growth for Florida’s businesses and citizens leading to a vibrant statewide economy. In pursuit of its mission, Enterprise Florida works closely with a statewide network of economic development partners and is funded by both the State of Florida and by private-sector businesses.
North Star is a full-service marketing and branding agency working exclusively with communities. Having worked with more than 150 places in 38 states nationwide, North Star is considered an industry leader in the field of community, economic development and destination research and branding.