The Northeast Indiana Regional Partnership rolled out a new regional brand -- called “Make It Your Own” -- with the goal of attracting talent between the ages 21–45 to live and work in the region.
“Make It Your Own” has been in the works since last summer, and was based on two studies: a national and regional “perception survey.”
The national survey -- a sample of individuals aged 21-45 in Midwest cities like Chicago and Toledo, Ohio -- found 59 percent don’t even have a perception of Northeast Indiana. But 55 percent were willing to relocate to the region for the right job.
It also found the most important factors for relocating talent are “housing availability, housing cost and job opportunities.”
Meanwhile, the regional survey focused on community strengths and weaknesses. Residents found “cost of living, community-mindedness and easy-going lifestyle” as the three greatest strengths of the area.
The branding will be deployed as a tool for businesses to reference and use in talent attraction efforts, which has been an integral part of the Partnership’s mission. Road to One Million was created to help bring the population up to that number by 2030, with director Michael Galbraith saying it’s necessary to “thrive in today’s global economy.”
Development Counsellors International to developed the brand strategy, while Britton Marketing & Design Group helped build the narrative imagery and creative design. A promotional video was also created, which you can view below.
https://www.youtube.com/watch?v=wXAwShMJCsM
