Horizon Council: Partnerships key to re-branding area

Cities, businesses look at how to work together


What's in a name? Ask any marketing executive and they will tell you it's the name that is paramount in helping a brand to enter the public consciousness. When Lee County's Economic Development Office began exploring new ways of effectively promoting the area as a great place to do business, they had to consider its name as part of its brand and overall public perception.

After much research, the county's economic development office decided to re-brand itself and now flies under a new flag: the Fort Myers Regional Partnership.

"Where's Lee County? It's in Florida, Virginia, Georgia - it's all over," said Jim Moore, county economic development director. "Fort Myers is the name more people living outside the region recognize." And thorough research supports that notion, demonstrating that name recognition for Fort Myers was far greater than that for Lee County among both Americans and potential visitors from abroad - logic that city business and community leaders have also embraced.

Jennifer Berg, spokeswoman for the Fort Myers Regional Partnership, said the office is excited to launch its new brand and will be rolling it out over the next several months - including a new logo, television and radio spots, countywide advertising and a prominent billboard campaign.

"We're very optimistic about our new positioning for this area, and were able to successfully develop a brand that incorporates all of our major cities including Bonita Springs, Cape Coral, Sanibel, and of course Fort Myers and Fort Myers Beach." This is reflected in the partnership's new logo and throughout all of its marketing materials. The campaign is also based on the positioning statement of "Together, We Mean Business."

"Working together is a powerful force, especially when it comes to attracting businesses and creating jobs," said Berg. "'Together, We Mean Business' is an optimal statement to not only position the partnership as a multi-city consortium, but to also emphasize to businesses that working with us can be mutually and economically beneficial.

"We're also taking a unique approach to promoting our area's economic diversity by raising awareness from the inside, out," explained Berg. "Residents and visitors will begin to see the partnership's presence across a countywide billboard campaign and in television and radio commercials. We'll be supporting this campaign with internal initiatives that will encourage local employees and residents to refer businesses and professionals to the partnership, and ultimately to our area."

The Horizon Council has also formed a task force to encourage the community to become an active partner in economic development initiatives in Lee County. As one person, you may not think you can help attract or expand businesses to Lee County. But an idea you have, or a person you know, just may be what we're looking for. With an exceptional workforce, pro-business environment and, right now, $25 million in incentives, we have the perfect climate for new and expanding companies.

Submit a valid idea to expand or attract a business to Lee County, or send us a qualified lead at Together4Business.com. If your lead turns into an expansion or location, you will receive a signed and numbered, limited edition print by renowned artist Ikki Matsumoto of Southwest Florida - and the satisfaction of helping your community create valuable jobs.

For complete details, visit Together4Business.com or call the Fort Myers Regional Partnership at 338-3161.