Toledo Blade Business Writer
After nearly 4½ years, a $500,000 effort to create and promote a “Toledo Brand” has progressed to where the group behind the initiative will begin a fourth phase — attaching their brand’s message to local companies in an attempt to move it out beyond the northwest Ohio-southeast Michigan region.
The latest effort likely will begin in the spring and utilize traditional media, social media, and help from North, a local marketing firm that designed the logo for the upcoming Olympics in Sochi, Russia.
But before the fourth phase can start, the brand on which the group has worked since 2009 will need to be revised and updated.
Jeff Schaaf, the Toledo native hired last December to sell the “Toledo Region” brand, said the effort up to now has painted Toledo and northwest Ohio as the heart of the “New Manufacturing Economy.” It was a narrative designed to tell outsiders the truth about the Toledo they only thought they knew.
“Our DNA is strong with manufacturing. We know how to build things,” Mr. Schaaf said Thursday in an interview with the editorial board of The Blade. More here.
After
nearly 4½ years, a $500,000 effort to create and promote a “Toledo
Brand” has progressed to where the group behind the initiative will
begin a fourth phase — attaching their brand’s message to local
companies in an attempt to move it out beyond the northwest
Ohio-southeast Michigan region.
The latest effort likely will begin in the spring and utilize traditional media, social media, and help from North, a local marketing firm that designed the logo for the upcoming Olympics in Sochi, Russia.
But before the fourth phase can start, the brand on which the group has worked since 2009 will need to be revised and updated.
Jeff Schaaf, the Toledo native hired last December to sell the “Toledo Region” brand, said the effort up to now has painted Toledo and northwest Ohio as the heart of the “New Manufacturing Economy.” It was a narrative designed to tell outsiders the truth about the Toledo they only thought they knew.
“Our DNA is strong with manufacturing. We know how to build things,” Mr. Schaaf said Thursday in an interview with the editorial board of The Blade.
Read more at http://www.toledoblade.com/business/2013/12/20/Local-firm-revising-efforts-to-market-the-Toledo-Region.html#iXgefUX5ewq6GsTP.99
The latest effort likely will begin in the spring and utilize traditional media, social media, and help from North, a local marketing firm that designed the logo for the upcoming Olympics in Sochi, Russia.
But before the fourth phase can start, the brand on which the group has worked since 2009 will need to be revised and updated.
Jeff Schaaf, the Toledo native hired last December to sell the “Toledo Region” brand, said the effort up to now has painted Toledo and northwest Ohio as the heart of the “New Manufacturing Economy.” It was a narrative designed to tell outsiders the truth about the Toledo they only thought they knew.
“Our DNA is strong with manufacturing. We know how to build things,” Mr. Schaaf said Thursday in an interview with the editorial board of The Blade.
Read more at http://www.toledoblade.com/business/2013/12/20/Local-firm-revising-efforts-to-market-the-Toledo-Region.html#iXgefUX5ewq6GsTP.99
4½ years, a $500,000 effort to create and promote a “Toledo
Brand” has progressed to where the group behind the initiative will
begin a fourth phase — attaching their brand’s message to local
companies in an attempt to move it out beyond the northwest
Ohio-southeast Michigan region.
The latest effort likely will begin in the spring and utilize traditional media, social media, and help from North, a local marketing firm that designed the logo for the upcoming Olympics in Sochi, Russia.
But before the fourth phase can start, the brand on which the group has worked since 2009 will need to be revised and updated.
Jeff Schaaf, the Toledo native hired last December to sell the “Toledo Region” brand, said the effort up to now has painted Toledo and northwest Ohio as the heart of the “New Manufacturing Economy.” It was a narrative designed to tell outsiders the truth about the Toledo they only thought they knew.
“Our DNA is strong with manufacturing. We know how to build things,” Mr. Schaaf said Thursday in an interview with the editorial board of The Blade.
But, “while it’s true, it doesn’t resonate with everyone,” he said. Feedback has indicated that for half the region, which is involved in other businesses and services, manufacturing is not their Toledo, Mr. Schaaf said.
Read more at http://www.toledoblade.com/business/2013/12/20/Local-firm-revising-efforts-to-market-the-Toledo-Region.html#iXgefUX5ewq6GsTP.99
The latest effort likely will begin in the spring and utilize traditional media, social media, and help from North, a local marketing firm that designed the logo for the upcoming Olympics in Sochi, Russia.
But before the fourth phase can start, the brand on which the group has worked since 2009 will need to be revised and updated.
Jeff Schaaf, the Toledo native hired last December to sell the “Toledo Region” brand, said the effort up to now has painted Toledo and northwest Ohio as the heart of the “New Manufacturing Economy.” It was a narrative designed to tell outsiders the truth about the Toledo they only thought they knew.
“Our DNA is strong with manufacturing. We know how to build things,” Mr. Schaaf said Thursday in an interview with the editorial board of The Blade.
But, “while it’s true, it doesn’t resonate with everyone,” he said. Feedback has indicated that for half the region, which is involved in other businesses and services, manufacturing is not their Toledo, Mr. Schaaf said.
Read more at http://www.toledoblade.com/business/2013/12/20/Local-firm-revising-efforts-to-market-the-Toledo-Region.html#iXgefUX5ewq6GsTP.99
After
nearly 4½ years, a $500,000 effort to create and promote a “Toledo
Brand” has progressed to where the group behind the initiative will
begin a fourth phase — attaching their brand’s message to local
companies in an attempt to move it out beyond the northwest
Ohio-southeast Michigan region.
The latest effort likely will begin in the spring and utilize traditional media, social media, and help from North, a local marketing firm that designed the logo for the upcoming Olympics in Sochi, Russia.
But before the fourth phase can start, the brand on which the group has worked since 2009 will need to be revised and updated.
Jeff Schaaf, the Toledo native hired last December to sell the “Toledo Region” brand, said the effort up to now has painted Toledo and northwest Ohio as the heart of the “New Manufacturing Economy.” It was a narrative designed to tell outsiders the truth about the Toledo they only thought they knew.
Read more at http://www.toledoblade.com/business/2013/12/20/Local-firm-revising-efforts-to-market-the-Toledo-Region.html#iXgefUX5ewq6GsTP.99
The latest effort likely will begin in the spring and utilize traditional media, social media, and help from North, a local marketing firm that designed the logo for the upcoming Olympics in Sochi, Russia.
But before the fourth phase can start, the brand on which the group has worked since 2009 will need to be revised and updated.
Jeff Schaaf, the Toledo native hired last December to sell the “Toledo Region” brand, said the effort up to now has painted Toledo and northwest Ohio as the heart of the “New Manufacturing Economy.” It was a narrative designed to tell outsiders the truth about the Toledo they only thought they knew.
Read more at http://www.toledoblade.com/business/2013/12/20/Local-firm-revising-efforts-to-market-the-Toledo-Region.html#iXgefUX5ewq6GsTP.99
After
nearly 4½ years, a $500,000 effort to create and promote a “Toledo
Brand” has progressed to where the group behind the initiative will
begin a fourth phase — attaching their brand’s message to local
companies in an attempt to move it out beyond the northwest
Ohio-southeast Michigan region.
The latest effort likely will begin in the spring and utilize traditional media, social media, and help from North, a local marketing firm that designed the logo for the upcoming Olympics in Sochi, Russia.
But before the fourth phase can start, the brand on which the group has worked since 2009 will need to be revised and updated.
Jeff Schaaf, the Toledo native hired last December to sell the “Toledo Region” brand, said the effort up to now has painted Toledo and northwest Ohio as the heart of the “New Manufacturing Economy.” It was a narrative designed to tell outsiders the truth about the Toledo they only thought they knew.
Read more at http://www.toledoblade.com/business/2013/12/20/Local-firm-revising-efforts-to-market-the-Toledo-Region.html#iXgefUX5ewq6GsTP.99
The latest effort likely will begin in the spring and utilize traditional media, social media, and help from North, a local marketing firm that designed the logo for the upcoming Olympics in Sochi, Russia.
But before the fourth phase can start, the brand on which the group has worked since 2009 will need to be revised and updated.
Jeff Schaaf, the Toledo native hired last December to sell the “Toledo Region” brand, said the effort up to now has painted Toledo and northwest Ohio as the heart of the “New Manufacturing Economy.” It was a narrative designed to tell outsiders the truth about the Toledo they only thought they knew.
Read more at http://www.toledoblade.com/business/2013/12/20/Local-firm-revising-efforts-to-market-the-Toledo-Region.html#iXgefUX5ewq6GsTP.99
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