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Northeast Ohio has so much to offer. With major hubs such as Cleveland, Cleveland+ is an entirely new way to look at Northeast Ohio — as one What’s in Cleveland+? Big cities plus small towns. The Cleveland |  |
Cleveland+ is about building on our collective legacies and assets and bridging to a new future — together. It’s a new way to let the world know that Northeast Ohio is alive and kicking and that “We’ve Got it All. Together.”
The Greater Cleveland Marketing Alliance (now known as the Cleveland Plus Marketing Alliance or CPMA) was formed in 2005 with the mission of increasing economic development in Northeast Ohio. The founding members of the CPMA include:
- The Greater Cleveland Partnership
- Positively Cleveland
- Team NEO
One of the first objectives of the CPMA was to develop an umbrella marketing campaign. One that would accurately and positively position the region in a way that would be compelling to the critical audiences both inside and outside the region — business leaders, site selectors, meeting planners, leisure travelers and more.
From 2006 - early 2007, the Cleveland Plus Marketing Alliance (formerly known as the Greater Cleveland Marketing Alliance) has worked with hundreds of volunteers around the region to develop Northeast Ohio’s first ever regional brand. Participants served on one of four advisory committees:
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.
The process of developing the Cleveland+ brand began in 2006. Step one was getting input from people inside and outside the region. To do this, hundreds of interviews were held and local stakeholders were consulted including business leaders, government officials and representatives from our leading universities. Additionally, professional organizations such as the Council of Regional Marketers, the Young Professionals Committee, the In-Market Committee and the Executive Marketing Forum were consulted.
What did we learn? Outside of our area we are not on the radar screen. Inside the region we are often our own worst enemy, with a negative chip on our shoulder. Above all, however, we learned that there’s a lot of positive energy in Northeast Ohio. A lot of great things to see and do as well as a lot of new opportunities for business and education. We just needed to get the word out.
From that input a number of positioning statements — or ways to frame the assets of the region — were developed. Those statements went into out-of-market testing and were also reviewed by key local constituents. The winning positioning statement was then turned into several advertising campaigns that were again tested and reviewed both inside and outside of Northeast Ohio. Focus group testing at this stage was done in multiple markets and included regular leisure travelers, business site selectors and C-level executives.
Several names for the region were also tested along with the advertising campaigns. Cleveland+ emerged as the clear winner for several reasons:
- Cleveland+ works for marketing Northeast Ohio for travel, meetings and conventions,
and business. Many of the other names did not. - Cleveland+ leverages the most recognized city in the region.
- Cleveland+ allows for the linking of our other major cities.
- Cleveland+ provides a memorable icon for marketing materials.
- Cleveland+ has a positive connotation to it.
The winning advertising campaign was then refined and communication materials developed to target our distinct audiences:
- Leisure travelers
- Convention and meeting planners
- Business site selectors
- C-level executives
- In-region audience
In 2006, the CPMA hired local PR agency Dix & Eaton to begin a national media relations program. Their efforts successfully garnered the attention of many national media outlets. And, they continue to work to promote the region, so individuals, organizations, corporations and institutions around the Northeast Ohio are encouraged to send your media pitch idea to info@clevelandplus.com. Would you like to see what the national media is writing about our region? Please view: Cleveland+ News.
For many years the business community talked about the importance of hiring and retaining professionals in the region. However, the region suffered from a rather unfavorable perception. The CPMA, together with our funders, hope not only to invigorate the region with a sense of pride, but to strengthen the economy as well. To date, funders list.