Columbus has a great story.

A citizen’s participation report.

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foreward

In 2007, Mayor Coleman set out to do

nothing less than set a transformational

vision for the city of Columbus,

culminating with a bicentennial

celebration in 2012.

The vision was founded in the

city’s most extensive public outreach

effort ever. From think tanks, youth

forums, and college symposiums

to neighborhood meetings and the

Citizen Summit, nearly 6,000 residents

shared their personal visions for

Columbus’ future.

Acting on those ideas, the Mayor

convened a 33-member Steering Group

and 13 focus groups comprising an

additional 225 community leaders to

develop actionable recommendations

for making Columbus a community that

is recognized nationally as a leading

place to live and work.

Among the final recommendations

was to develop a single story about

Columbus, one that is genuine, reflects

the input from residents and describes

who we are and what we’re all about.

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Paul Astleford

Bev Bethge

Kevin Boyce

Paula Brooks

Sherri Geldin

Denny Griffith

Tom Katzenmeyer

Susan Merryman

Bob Milbourne

Kelly Mooney

Kim Perfect

David Powell

Rich Rosen

Guy Worley

Advisory Committee:

Doug Kridler, Chair

focus group members compete columbus tourism/entertainment/arts cluster

One of the 13 focus group’s concentrated on the image and marketing of the city. They audited how we talk about Columbus today and began to synthesize a shared story.

Chairs: Nancy Kramer Resource Interactive

Doug Kridler Columbus Foundation

Paul Astleford Experience Columbus

Bev Bethge Ologie

Walker Evans Columbus Underground

Mike Fiorile WBNS

Denny Griffith CCAD

Susan Merryman Chamber

Jon Meyers Fresh

Jeptha Paul Bricker & Eckler

Scott Razek Limited Stores

Jim Simon Nationwide

Alan Sorter Columbus Post

In the months after the Bicentennial 2012 commission issued its final recommendations, Compete Columbus picked up the banner of the Columbus story. Together with the focus group and other key partners, they extended the work to include a story toolkit for marketers and promoters. The toolkit includes the Columbus story, examples of how to integrate it, and information on how we can align our efforts.

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focus group goal

Our identified goal is...

“ To be a community that is recognized nationally as a leading place to live and work”

To get there, we need a focused image

and clear story.

Investing in this strong, aligned story

and image will initiate a series of

outcomes that — over time — create a

virtuous cycle of refinement, outreach,

and growth.

Columbus ImagePositioning

Strategy Expression

Improvedquality of life

Economicprosperity

More effective outreach

marketing

Increasedawareness

of destination

EconomicDevelopment

& Growth (tourism & business)

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How to read tHis columbus storY

What this document IS

A citizen’s perspective

A starting point

A blueprint for alignment

Examples of how this work can come to life

What it’s NOT

An ad

A mandate

A campaign

A tagline

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Why it’s important to tell the Columbus story together.

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Because when we all tell one story together, it

becomes incredibly powerful—going beyond

our borders to create an interesting, unique,

and exciting perception of Columbus.

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Different versions of the Columbus story are told every day. When a local company is recruiting an out-of-towner. When a meeting planner is considering whether to bring a large-scale convention to town. When a prospective student is considering going to college in or around Columbus.

Why Do We neeD a story?

The extensive audits we undertook show that organizations such as these aren’t telling a unified story about Columbus. That means the people and organizations on the receiving end get mixed messages. No single message rises to the top.

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In survey after survey, Columbus doesn’t make a positive or negative impression. It makes no impression at all. Because too many messages, driven by individual opinions, have been sent out into the world.

HOW DID WE FINALLY GET ON THE SAME PAGE?

The good news is that we’ve taken a big-picture approach to identifying the Columbus story. We did it by collecting the opinions of many.

In the summer of 2007, we took mobile computer terminals to 23 community festivals, conducted online and neighborhood surveys, and solicited input on blogs and vlogs — all to ask Columbus: What is our essence and how do we market it?

Then in 2008, Mayor Coleman convened the largest community meeting in Columbus history. The Citizens Summit brought together a broad cross-section of citizens to share their perceptions and priorities for Columbus. Nearly 2,000 citizens registered to hear our civic leaders share a vision for Columbus and to participate in a live vote on opportunities and priorities for Columbus.

We looked for similarities and disconnects in the collective input. We identified which ideas and messages rose to the top, and which ones made interesting connections to our city’s personality.

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What is our story?

it’s strategic. unified. and confident.

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Building from

this authentic

input, the focus

group developed

several ways of

communicating both

sides of our story:

the solid foundation

of hometown with

the opportunity of a

vibrant city.

(About the Columbus story?)

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because we have always embraced Midwestern values, integrity, and working together, we can be more open, inclusive, and diverse...

...and because we value stability, thoughtful growth, and a strong work ethic we can foster greater innovation, creativity, and an entrepreneurial spirit.

for example, our values and personality each

rely on the two-sided story:

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Columbus residents shared two primary visions for the image of our city. there’s a sense in Columbus that we have to pick one or the other: are we the great, comfortable hometown or the progressive, vibrant city? in actuality, our image draws from both.

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We are a

place to live.

We are a

place to live. How citizens described it:• Warm people• Welcoming communities• Shared Midwestern values• Relaxed feel• Family-friendly• Affordable

the perfeCt hometoWn

How citizens described it:• Friendly, open, diverse• Great neighborhoods• Affordable cost of living• Great vibe• Culture and entertainment• Green and growing

a vibrant groWing, City

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HAPPyI’m more content and

fulfilled living here

OPENI know I can live

my life here, and

so can my diverse

neighbors

CONFIDENTI have a solid

foundation

for work and life

one. tWo. three.

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our personality traits

Welcoming

Diverse

approachable

supportive

confident

thoughtful

engaged

Genuinestrong

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our personality traits

Vibrant

dynamic

ProgressiveOpen

youthful

optimistic

worldly

aware

Confident

active

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hoW Do We tell the story?

and all tell it tHe same waY.

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Columbus is a supportive, progressive community with a vibrant, open-minded spirit—where both people and businesses can thrive.

in one sentenCe

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Columbus is a city with an open-minded approach to both life and business.

It’s a city with a progressive attitude, where people are free to go out on a limb. Where diversity isn’t just a state of being, but a state of mind. It’s made real through ideas, lifestyles, and neighborhoods — every day. Because we share a mindset that is open to all of this, we are not only able — but encouraged — to thrive.

IN 30 SECONDS

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Columbus is a city with an open-minded

approach to both life and business.

Here, freedom and security aren’t opposites. They work

hand in hand. Together, they foster a happy and confident

mindset. And that mindset resonates outward — to

residents, visitors, and businesses alike.

• A city bridging comfortable lifestyles and cutting-

edge culture

• A supportive, growing

business community

• A solid Midwestern work ethic

Columbus is a city with a progressive attitude.

Because people and businesses feel safe here, they also

feel free to take risks here — entrepreneurial, creative,

and everyday risks. And when they do, our entire city

benefits.

• A city that embraces both entrepreneurs and

corporations

• A city with youthful roots

• A constant creative energy

Columbus is a city with a spirit all its own.

Diversity isn’t just a state of being here. It’s a state

of mind. It’s made real through ideas, lifestyles, and

neighborhoods — every day. Because we share a mindset

that is open to all of this, we are not only able — but

encouraged — to thrive.

• A city made of districts, each

with its own personality and

point of view

• An array of living options

• Eclectic cultural outlets

IN TWO MINUTES

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Our story isn’t just a series of words. Our story is how

we project ourselves to the world in every possible form.

To fully understand the story, we must also look at

to tell it.

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hoW our voiCe Works

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hoW our voiCe sounDs

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be ConfiDent.

be optimistiC.

be real.

be sophistiCateD.

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bolD visuals

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look bright.

look moDern.

look young.

look forWarD.

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authentic photography

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Feature real experiences, people, and expressions that convey an authentic version of happiness and confidence.

Reflect that Columbus is a city where things big and small happen every day.

Show off the things that make Columbus Columbus — from the North Market rooster to the cobbled brick streets of German Village.

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HOW DOES IT COME TOgETHEr?

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a tool for Columbus

THE COLUMBUS STORY

When we all tell the same story about Columbus, we reflect the same, strong, vibrant image of the city we’re all incredibly proud of.

BUILD YOUR OWN VIDEO

GRABCONTENT

ORDERMATERIALS

This is the place where Columbus meets to learn our city’s story, and how we can all tell it with one powerful voice.

THE COLUMBUS STORY

MENU

Whether you’re recruiting employees or positioning Columbus to a team of meeting planners, it’s important to tell a consistent, authentic story. This is ours—in three versions.

Our city’s story is simple to tell. And interesting. And powerful when we tell it together.

GRAB CONTENT

IN ONE SENTENCE COPY TO CLIPBOARD

Columbus is a city with a progressive attitude, a collaborative spirit, and an open-minded approach to both life and business.

IN 30 SECONDS

IN TWO MINUTES

THE COLUMBUS STORY

MENU

Whether you’re recruiting employees or positioning Columbus to a team of meeting planners, it’s important to tell a consistent, authentic story. This is ours—in three versions.

Our city’s story is simple to tell. And interesting. And powerful when we tell it together.

GRAB CONTENT

IN 30 SECONDS COPY TO CLIPBOARD

Columbus is a city with an open-minded approach to both life and business. Where freedom and security work hand in hand to foster a happy and confident mindset. And that mindset resonates outward to residents, visitors, and businesses alike. Columbus is a city with a progressive attitude. It’s a place where people and businesses feel free to go out on a limb. Because in Columbus, when people take risks—entrepreneurial risks, creative risks, everyday risks—they’re often rewarded for it. Columbus is a city with a collaborative spirit. We build connections through diversity. Diverse ideas. Diverse lifestyles. Diverse neighborhoods. And because we’re open to all of these things, people in Columbus are free to live the life they want.

IN ONE SENTENCE

IN TWO MINUTES

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This is the place where Columbus meets to learn our city’s story, and how we can all tell it with one powerful voice.

THE COLUMBUS STORY

When we all tell the same story about Columbus, we reflect the same, strong, vibrant image of the city we’re all incredibly proud of.

MENU

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telling our story in layers:a HigH-level impression

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Risk takers. Rule breakers.We love them all.

Jen AdrionProving handmade is better made, she started an annual DIY crafts market to show off goods by local designers and artists.

TAwd BellGourmet? Meatless? Tawd serves up both to long lines at his downtown vegan hot dog cart.

Comfest, short for Community Festival, is the largest non-commercial music festival in the country.

Calling all lederhosen to the annual oktoberfest.

Flaming cheese for the daring at greek fest.

Bigger. BeTTer. BuTTer (Cow). Every year at the Ohio State Fair, one of the country’s largest.

We fest with the best.

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telling our story in layers:a guided view

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DO THE DIS TRICTS

do

th

e d

ist

ric

ts

Columbus is a city of districts. Each is totally different. Each is totally cool. And this is the best way to check them out.

unI- vERSITy

district

TO

wn

SH

OR

T

nO

RT

HgERmanvIllagE

aREna

bREw- ERy

district

dis

tr

ict

district

DO

wn

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telling our story in layers:creating an emotional

connection

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reCruiting stuDents to Columbus

Ohio State’s focus on your first year includes programs specifically created to help you adjust to college life, and balance your academic and social schedules. And we know it works. At Ohio State, nine of ten students make that strong start in their first year. The national average first-year retention rate is 76 percent—ours is 92.4.

Convocation, an official welcome for new studentsFirst Year Success workshop series Buckeye Book Community, a faculty-led book club for new students Picnic with the Buckeyes, free concert and food on the South OvalE-newsletter about campus events and services Distinguished speaker series

Living in a residence hall is the best way to meet people and feel at home fast. Though you’ll meet lots of people during your education at Ohio State, the people you meet in the residence halls will remain a part of your social circle for years to come.

37 residence halls 1-4 person suites and traditional double rooms Variety of dining plans and locations 300 resident advisors

First Year Experience

Housing

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ColUMBUS living

Students make connections here. They find opportunity. They thrive here. They’re surrounded by a city that supports its university community. Its stable economy and welcoming environment offer students real-world experience and access to a prospering business community. And in return, Buckeyes take advantage of the city in which they live.

Join the scene. The Columbus art scene spans beyond the Wexner Center. The city offers both contemporary and traditional art experiences—from renowned museums and galleries to traveling shows and the Short North, a district infused with artists’ work and an eclectic spirit to match. In addition to many local spots, bigger names find homes at three major music venues: Value City Arena, Jerome Schottenstein Center, and Lifestyle Communities Pavilion.

Cheer loud. Cheer proud.Not only do students support varsity athletics, they also support their hometown teams the Columbus Bluejackets, Clippers, and Crew—not to mention the Ohio Roller Girls.

Create roots. The capital maintains strong ties to government, businesses, nonprofit agencies, and education, creating numerous internship, co-op, and part-time job opportunities for students. And that’s why so many Ohio State graduates choose to call Columbus their permanent home. Columbus is a progressive

place. A place where students are free to explore their passions. And discover new ones.

Get involvedMake connections during your first week. The student involvement fair brings hundreds of Ohio State’s student organizations to one spot.

Get cultureThe Wexner Center for the Arts, located on campus, offers an incredible range of exhibitions, films, performing arts, and programs.

Get southImmediately adjacent to campus, South Campus Gateway is home to an eight-screen movie theater, the University Bookstore, great eateries, and unique shops.

Ohio State’s focus on your first year includes programs specifically created to help you adjust to college life, and balance your academic and social schedules. And we know it works. At Ohio State, nine of ten students make that strong start in their first year. The national average first-year retention rate is 76 percent—ours is 92.4.

Convocation, an official welcome for new studentsFirst Year Success workshop series Buckeye Book Community, a faculty-led book club for new students Picnic with the Buckeyes, free concert and food on the South OvalE-newsletter about campus events and services Distinguished speaker series

Living in a residence hall is the best way to meet people and feel at home fast. Though you’ll meet lots of people during your education at Ohio State, the people you meet in the residence halls will remain a part of your social circle for years to come.

37 residence halls 1-4 person suites and traditional double rooms Variety of dining plans and locations 300 resident advisors

A big part of college is the life that happens outside of the classroom.

College living

First Year experience

Housing

Get fitOhio State boasts the nation’s largest recreational department—offering hundreds of intramural and club sports. And located in the heart of the Columbus campus is the state-of-the-art Recreation & Physical Activity Center (RPAC).