In addition, we were delighted to have the support of a group called the Executive Marketing Forum. This group, which is made up of the top marketing professionals from many of the area’s largest corporations and institutions, served as our marketing best practice sounding board for the past year.

We also conducted listening tours around the region. Our hosts were convention and visitors bureaus, chambers of commerce, various attractions and institutions, among others. Seeing and hearing firsthand about the many assets and amenities of our region really validated what we all know intuitively – this region has a lot to brag about and it’s time to start doing so!

We are grateful for all the help, input and feedback we got from these groups. On several occasions their feedback sent us back to the drawing board to refine our work and make the final product much stronger.

Who is Cleveland+ aimed at?
The marketing messages are aimed primarily at people outside of Cleveland who make or influence business investment and travel decisions. It is a way to bring Northeast Ohio to the top of their thinking and motivate action.

Cleveland+ is also aimed at regional residents, to instill regional pride and unity. Residents need to see themselves as part of a region, working together, and to feel good about living here. They need to reinforce the message when people come here for tourism or think about relocating here.

How was Cleveland+ developed?
A disciplined 10-step process was followed to develop the brand, starting with extensive research. Decisions had to be fact-based and we openly discussed our findings with our advisory committees. We also looked at best practices in regional marketing from around the country, including Kansas City, Baltimore, St. Louis and Austin.

An analysis of the research findings helped us develop our “brand platform,” which identifies the associations people in our target audiences make with our region. Our goal was to reinforce the positives they already hold and raise awareness about those that didn’t register. From this platform we build key messaging and creative treatments. The messaging and creative was tested on focus groups of tourists and business investment decision makers within the region and in Detroit, Pittsburgh, Baltimore, Nashville, New York and Atlanta.

We tested a number of names and Cleveland+ won hands-down.

What kind of research was done and what did it find?
We conducted interviews with:

• 442 travelers at the Cleveland and Akron/Canton airports
• 335 residents of Northeast Ohio and 1,200 residents in an Akron Voices & Choices program
• 24 business, civic, education and government leaders
• 24 hotel concierge and front desk hotel workers
• 15 meeting planners nationwide
• 12 site selectors nationwide
• 12 senior level corporate executives
• 20 “competitor” regions
• most people had a neutral view of Cleveland, providing a wonderful opportunity
• the target audience is receptive to messages about the region; they want to know more about what’s here

Why look at Northeast Ohio as a region?
Physically and psychologically, people live beyond their own municipal boundaries: 97% of Northeast Ohio residents think of themselves as belonging to a region. When businesses look to make investment decisions, they look at the entire region because they know that employees come from a 60-mile radius. As a region, we are stronger with more to offer when we work together rather than against one another. In the face of increasing competition for businesses and bodies, cities, counties – even countries (think European Union) – have found it effective to collaborate. Techno-communications and solid highway infrastructure shorten distances, and Northeast Ohio has an abundance of both.

What is the Cleveland+ Campaign?
Cleveland+ is the first integrated marketing campaign to put all of the region’s assets – business, travel, tourism, our residents and quality of life – together under one brand to drive action to strengthen our economy. The campaign consists of branding, national media relations, direct marketing to increase business investment, targeted marketing to increase travel and tourism and in-region communications to instill regional pride and unity. Cleveland+ is a campaign designed to reach three different audiences – economic development, tourism and in-region – with unique messages and tactics, all under the Cleveland+ umbrella brand.

How much is being spent on the campaign?
More than $3.5 million is being invested in the campaign this year with support primarily from the private sector, Positively Cleveland, and the list of sponsors is growing. Another $5 million already has been pledged for the next two years. These dollars were contributed specifically for this effort by those who see an investment in our region as vital to its growth and success.

How will you measure success?
It is important to quantify the impact of Cleveland+ so it can be refined in coming years. The marketing alliance and others will measure the campaign’s impact through business attraction, increased tourism, visits to www.clevelandplus.com, increased event attendance and positive media coverage of Northeast Ohio. Changes in tactics can be evaluated as needed to be sure every dollar spent is leveraged for maximum impact.

Why now?
It simply is time. We used to do this, but due to other priorities, we’ve been out of this business for more than 10 years. Regions need to sell themselves in order to grow and flourish, and competition nationwide is intensifying. No past effort has been this well coordinated or on the scope of Cleveland+.

Why is Cleveland+ different than earlier branding campaigns?
It is regional and collaborative: For the first time, Northeast Ohio has a branding campaign for the entire region, involving broad representation from all areas and dedicated to improving the region’s overall economic and quality of life. Cleveland+ has common goals, a common voice, and is the first true alliance of convention and visitors bureaus, economic development organizations, chambers of commerce, tourism destinations, civic groups and political leaders in 16 counties.

It is researched and tested: Cleveland+ is backed by months of solid research and testing by experts to determine the best way to market the region outside of Ohio.

It will be consistent and sustained: The campaign will be sustained through advertising, media activity and ongoing interaction with the public for at least the next three years, and most likely for the foreseeable future. A start-up investment of more than $3.5 million in the first year, with at least another $5 million pledged for the following two years, guarantees that Cleveland+ is here to stay.

It is accessible and transparent: The process and planning included not just business and political leadership, but a broad cross-section of stakeholders and everyday residents of the region. The entire process was well reported and very visible. The information, results and updates are accessible to everyone on http://www.clevelandplus.com.

Who is Providing Financial Support for the Campaign?
Local corporations are financing the campaign. Those pledging support to date are: Cleveland Clinic; Eaton Corporation; Ernst & Young; Forest City Enterprises; KeyCorp; Medical Mutual of Ohio; National City Corporation; Parker Hannifin, RPM Inc.; Sherwin Williams; Squire, Sanders & Dempsey; and University Hospitals.

What is the Cleveland+ Marketing Alliance?
The alliance, formerly known as the Greater Cleveland Marketing Alliance, was formed in 2006 by the Greater Cleveland Partnership, Positively Cleveland and Team NEO, with financial support from The Cleveland Foundation.