Committee working to market, brand Toledo announces plan

committeeBruceUpdated: Jun 16, 2010 5:12 PM EST : Original Article

By Lauren Lowrey

Posted by Nick Dutton

TOLEDO, OH (WTOL) – The Toledo Region Brand Initiative, a group of folks working to convey Toledo’s overall brand or marketing message announced its strategy this June.

After 6 community forums, 130 corporate interviews and 500 online surveys, the team has come up with a plan to tell northwest Ohio’s story.

“It takes our rich heritage of innovation and manufacturing and takes it to the next level. We’re not going to be a community that gives up on manufacturing. We’re going to be a community that embraces manufacturing,” said committee member Bruce Rumpf.

The committee identified economic development as the primary focus of the brand. Education, quality of life and tourism will focus on secondary elements.

In addition, access and affordability will be the two brand drivers or core strengths.

However, requesting proposals from regional ad firms and marketing agencies to develop the message will be the committee’s next step in July.

Then, in August, they committee will recommend a strategy and take steps to finance it.

Folks will begin to see and hear the message in January.

Toledo Regional Chamber of Commerce’s Mark V’Soske says some folks may wonder if the finished product is — in fact, finished. After all, he says, there will not be a logo, slogan or billboard, but V’Soske says the ads will convey a story.