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Regional Branding Initiative

Regional Branding Initiative. Challenge. To aggressively attract, retain and grow jobs for the Orlando region. Establish Orlando as an environment where businesses thrive. Gain inclusion/consideration into all relevant location opportunities. Get on the short list! . Targets.

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Regional Branding Initiative

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  1. Regional Branding Initiative

  2. Challenge • To aggressively attract, retain and grow jobs for the Orlando region. • Establish Orlando as an environment where businesses thrive. • Gain inclusion/consideration into all relevant location opportunities. Get on the short list!

  3. Targets • Primary: Out-of-state company decision makers and corporate site selectors. • Secondary: Key influencers and reinforcers of how Orlando is perceived: Local business/government leaders and residents. 


  4. Work-To-Date • Regional Branding Committee • Development of Brand Strategy and Platform • Top Marketing, Branding and Media Experts • Research • Out-of-market(C-suite and site selectors) • Orlando area (key influencers and residents) • Creative • Anson-Stoner

  5. Research Out-of-market research • In-depth one-on-one interviews with 25 top site selectors and 25 CEOs/Executives from various industries around the country. Orlando area research • In-depth one-on-one interviews with 25 key in-market influencers (business and government) • Fielded an internet survey targeting residents that received over 1000 responses.

  6. Positive Perceptions Site Selectors Business Leaders

  7. Competitive Positioning • One of the biggest “AHAs” about Orlando is that there are limited negative perceptions from which to recover from. • Rather, Orlando’s biggest failing is tied to a lack of information and understanding about the region. • And the good news… they are interested and open to learning more!

  8. Local Influencers Pros about the region • Lifestyle • Medical centers, technology, higher ed • People – spirit of collaboration, welcoming • Airport, culture, location Cons about the region • Perceptions of Orlando as “only leisure” • Road infrastructure / public transportation • K-12 education / skilled workforce • Insufficient incentives / government • Culture • People – no venture capital, no roots

  9. Residents • First word that comes to mind:

  10. Residents • There is broad consensus in the region that rebranding is needed to introduce the world to Orlando as a business location. • At present, however, to most Orlando does indeed equal tourism. • Building awareness of the vibrancy of companies and industries can help build community pride.

  11. Creative

  12. Website Public Relations Search Engine Marketing Direct Mail Advertising Social Media E-mail Marketing Media Partnerships

  13. Website Events – Nat’l Coverage Missions Public Relations Search Engine Marketing Tradeshows Business Promotions Direct Mail Advertising Celebrity Engagement YOU Social Media E-mail Marketing Friend-of-a-Friend In-bound Fam Tours Media Partnerships

  14. Projected Campaign Impact 8% more jobs created 20% higher wages 22% growth in new-to-market jobs

  15. Projected Campaign Impact

  16. Projected Funding Requirements Cash = $1.7 M

  17. Next Steps

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