New Regional Business Brand

Regional
Branding
Leaders
Branding Committee
HARVARD
DEVELOPMENT
COMPANY
Ken Potrock, Chair
Disney Vacation Club and Adventures by Disney
Jim Alessandro
Walt Disney World Resort
Shawn Bartelt
WFTV - Cox Media Group Orlando
Robert Chandler
Lake County
Kelly Cohen
Southern Strategy Group
Danielle Courtenay
Visit Orlando
Tara Crary
Urban Trust Bank
Stephanie Darden
Bubbled.it / FDG Creative
Carolyn Fennell
Greater Orlando Aviation Authority
Peter Frey
SeaWorld Orlando
David Fuller
SunTrust Bank, Central Florida Division
David Glass
Florida Technology Journal
Ken Goldstone
Full Sail University
Aurelie Grand
Tupperware Brands Corporation
Nicole Guillet
Seminole County
Rosalind Harvey
Canaveral Port Authority
Terry Helms
University of Central Florida
Philip Holt
Row Sham Bow / SPLYT
Steven Jamieson
The Mall at Millenia
Avido Khahaifa
Orlando Sentinel
Kelly Lafferman
WebSolvers
Shelley Lauten
triSect Innovates
Kimberly Maki
Bright House Networks
Alex Martins
Orlando Magic
John Marzano
Orlando Health
Dr. E. Ann McGee
Seminole State College of Florida
Allyson Meyers
WOFL
Dr. Chuck Mojock
Lake-Sumter State College
Christina Morris
Osceola County
Karl Nebel
North Highland Worldwide
Alice Norsworthy
Universal Orlando Resort
Sy Saliba
Florida Hospital
Dr. Sandy Shugart
Valencia College
Rasesh Thakkar
Tavistock Group
Eric Ushkowitz
Orange County
Melissa Wall
CNL
Al Weiss
Weiss Strategic Advisors
Tanya Wilder
City of Orlando
Orlando.
You don’t know
the half of it.
ECONOMIC
DEVELOPMENT
COMMISSION
To learn how you can contribute to Orlando’s Regional Branding Initiative, contact the Orlando Economic Development Commission at
407.422.7159 or [email protected] // 301 E. Pine Street, Suite 900 // Orlando, FL 32801 // www.orlandoedc.com
Vision
THE ‘OTHER HALF’ OF ORLANDO
Thanks to our prowess in tourism and hospitality, Orlando has strong brand visibility worldwide.
Research Results
Investment Needed
OUT-OF-MARKET
A strong public-private partnership will enable the
campaign to launch at scale. As the program yields
results, resource requirements will increase over time.
In-depth telephone interviews with 25 c-suite
executives outside the Orlando area.
Unfortunately, Orlando’s strengths as a business location outside of tourism are not as well known
• Most common driver in a location decision is
availability of labor and talent, followed closely by
quality of life.
– even by those who live here.
Conclusions:
2
• The tourism industry has given Orlando a
significant competitive advantage in availability
and quality of talent, but its other industries are
largely unknown.
Recent research revealed that Orlando only makes it onto the “short list” for consideration as a
business location about one-third of the time because decision makers don’t know all there is to
In-depth telephone interviews with 25 site
selectors outside the Orlando area.
know about our great region. It’s time to change that. After a year of surveys and stakeholder
input, the new regional business brand platform, “Orlando. You don’t know the half of it,” was
unveiled.
• Held positive perceptions of Orlando’s talent,
skills and workforce but were unaware of any
major initiative or growing economic assets
outside of the tourism industry.
• Labor skills and availability are the most positive
perceptions of the region – and they are the No. 1
location criteria listed by site selectors and out-ofarea c-suite executives.
create more and better jobs.
The Orlando Economic Development Commission (EDC) designed the Regional Branding Initiative
Public $
Learning more about what others in and out of Orlando think about the region helped drive the
1
1
Year 2
Year 3
.5
• Diversity of Orlando’s business community is
virtually unknown outside of the region.
4
Conclusions:
2
3
• Business influencers agree that the region needs
to play to its strengths while improving its efforts
to generate more awareness of ‘lesser-known’ but
economically significant industries in Orlando.
2.5
In-Kind
Online surveys of more than 1,000 residents.
• Unaware of any significant industries or major
economic initiatives in the Orlando area.
• Building awareness of the current vibrancy
of companies and industries could help foster
greater community pride.
creative direction of the branding campaign. While the campaign primarily targets out-of-area
business decision makers, its efforts also are focused on better educating Orlando residents and
JOIN US
local influencers about what the region offers.
Right now, we have the opportunity to transform Orlando’s economic landscape. Over the past
year, the business community and local leaders have come together to put Orlando on the
path to realize this dream. Your support will help us deliver this message to companies and
key business decision makers across the globe.
LEADERSHIP
.5
1
IN-MARKET
to measure current perceptions of business targets – both in- and out-of-market – and develop a
strategic campaign to get Orlando into the consideration set for business location decisions.
1
Year 1
In-depth telephone interviews with 30 local
influencers from business, government and
other institutions.
ABOUT
1.5
Private $
As we launch this new business branding campaign, we’re out to change minds – and by doing
so, we will increase the number of companies evaluating Orlando as a business location, which will
1.5
1.5
1
2
1.5
1.5
Year 1
Year 2
Cash
Year 3
PROJECTED RESOURCE REQUIREMENTS
(All amounts in millions.)
On behalf of the EDC, Ken Potrock, Senior Vice President and General Manager of Disney
Vacation Club and Adventures by Disney, is leading a team of branding experts from throughout
the region to fully develop and implement an impactful branding campaign that promotes Orlando’s
advantages as a business location.
This branding campaign’s success depends on proper funding. For the initiative to have
maximum impact, it must be launched at the appropriate size and scale. We need to commit
a minimum of $2.5 - 4 million per year over the next three years to launch an effective
branding campaign. Of these funds, about $1.5 - 2 million per year is needed, in cash, split
between public and private sources. The remainder of the investment is needed from in-kind
sponsorships.
To learn more about how you can get involved, visit orlandoedc.com/branding.
Orlando is well known
but poorly understood.
Rick Weddle
President & CEO
Orlando Economic Development Commission
”
For every
invested,
an additional
will be
re
eturned in local payroll income.
Return on Investment
Over the next decade, new branding will have a big
impact on our region in the number of new jobs, higher
wages and nearly $1 billion in additional payroll.*
13% more jobs
20% higher wages
$937.5M in additional payroll
41% new-to-market jobs
* All numbers are based on 10-year projections of EDC projects,
which are the growth of primary direct jobs in targeted industries.
Source: Orlando Economic Development Commission
”

Download Report