Regional Branding Project

Who/What Are We Branding?

• Recent news re: branding initiatives

• Possible confusion

• 3 counties: Marathon, Wood, Portage

• Various communities

• Various industries

• Our overall character and allure

The Regions

Objective

• Occupy a unique, marketable niche

• Complement the state’s initiative

• Represent region’s true character

• Appeal to a range of audiences

• Health care/related research

• Advanced light/medium manufacturing

• Bio-based industries (fuel, agricultural)

• Paper industry, by-product offshoots

• Sustainable technology (i.e. UWSP’s WIST)

• Financial services, insurance

• Transportation hub, logistics

Centergy’s Key “Products”

• Our entrepreneurial spirit

• Progressive, innovative

• Clean, wholesome environment

• Traditional values and work ethic

• Access to nature and four seasons

• Focus on quality of life

Centergy’s Cultural Aspects

• Own a “tangible” brand (product focus)

• Relevant to a broad audience

• Don’t be tied to a single industry

• Own an emotional brand (culture, quality)

Centergy’s Challenge

Blend & Distill

•Build a brand position that can support all

of the business and cultural features of

our

region

• At the same time, convey clear focal

point

• A blend — unified

Science & the Eco-Dev Playing Field

• High-tech jobs are basis of future

economy

• Other WI regions and competing states

are working to retain and attract high-

tech and research companies

• Centergy needs to attract science talent

and companies to compete

Science

• Advanced activities (health care, manufacturing, sustainable technologies, higher education, green architecture)

• Every advanced discipline is driven by scientific thought

• Every advanced product or service is an example of applied science

• Our region’s overall focus is on pursuits and applications of “science”

• Centergy will be positioned as a highly scientific environment — not just in “test tube” sense, but in a wide range of disciplines

Life

• Our less-tangible side is centered on the betterment/enjoyment of “life”

• Our culture embraces life (arts, outdoor activities, charity, education)

• Much of our scientific activity revolves around life (health care, research, bio-based, sustainability, environment)

• Centergy will be positioned as a region where people and businesses are highly involved with quality of life

On the Map

• Centergy appears singularly focused

• Our field of expertise looks like “life sciences”

• Sounds familiar to most people• Perceived in various ways — and all positive

(innovation, advancement, sophistication)

At First Glance

• Closer look reveals a dual nature• Periods set words apart (are they now

stand-alone concepts?)• Better yet, brings two distinct concepts

together• Attention-getter (“Why did they do that?”)

Two Brands for the Price of One

Life. Science.

• We have a dual brand• Here, life and science are inextricably

intertwined• And we can prove it!• Many compelling examples (historic &

current) — companies, groups, individuals, innovations

Communicating the Brand

• Expand “Life. Science.” label with a supporting slogan

• The core meaning and value of our brand • Informative, emotional, intriguing• Promotes Centergy’s facilitator role

Life. Science. Connecting to Tomorrow.

Elevator Speech

• Our “conversation piece”• Concise brand summary

Centergy is an economic development organization representing central Wisconsin. Our region is economically diverse, with a wide range of

progressive, innovative businesses and industries — most notable are advanced manufacturing,

emerging sustainable and bio-based technologies, and leading health care. We value tradition, quality

of life and safeguarding our future. Because we know how to enjoy life, and so many of our

businesses and organizations are engaged in highly sophisticated activities that serve the betterment

of life, we say our specialty is Life. Science.

Next Level — The Details

• We will illustrate and substantiate our brand position

• Broad-based economy, large health care sector, advanced manufacturing, scientific diversity, access to markets, infrastructure, etc.

• High-profile, varied examples• Tell lifestyle, cultural story• Stress entrepreneurial spirit

Advanced Manufacturing

• Equipment and components for wind power

• Architectural and construction components

• Industrial/non-residential ventilation• Custom parts and components for OEMs• Military equipment• Anodizing/finishing

Medical Sciences

• Top hospitals and clinics• Medical specialties, ER/trauma centers• Research activities and

accomplishments• Industrial/occupational health services

Bio-ag/Bio-energy

• Ethanol production• Biomass collection/transportation• Pulp-based energy production• Converting idle pulp mills into

biorefineries• Lumber, paper, forestry management• Food and feed crops• Dairy

Entrepreneurial Development• Economic development organizations• Financial and lending resources• Civic and infrastructure information• Local chambers• Angel investment networks• Business development/technology

Recreation & Arts

Health Care

Sustainable Technologies

Advanced Manufacturing

Eco-Dev Initiatives

Entrepreneur-Friendly

Takeaway

• Centergy = central region of Wisconsin• Centergy = place where Life & Science

intersect• Centergy = diverse, innovative business

climate• Centergy = balance between business

and community life• Centergy = life-consciousness, life

advancement

Obsolescence-Proof

• Centergy’s brand balances between product and culture

• Safe from unexpected market downturns• Not vulnerable to damage• In fact, it is always forward-focused

Life. Science. Connecting to Tomorrow.