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Little Green Book: It Matters Where You Make It: Synopsis - Toledo Regional Chamber of Commerce

2016 ACE: Award of Excellence

In 2014, the Chamber launched the branding initiative "It Matters Where You Make It.®" A set of tools and messages to promote the Toledo Region. Illustrating the connection to the Toledo Region’s rich manufacturing history, the brand builds upon the premise that making something means something again, and Toledo is a place where companies and individuals can come and "make it." The double meaning is intentional. You can physically make or assemble something in the Toledo Region because of the abundant economic assets, and you can make a life or accomplish goals here because of the inviting culture and lifestyle. In 2015, this message transitioned seamlessly to support regional talent attraction and retention, the number one challenge our members said they were facing.


Date: February 11, 2017
Organization: Toledo Regional Chamber of Commerce
Chamber Website: http://www.toledochamber.com
City: Toledo, OH
Community Peer Group: Metro Cities
Revenue Category: $2,000,001 and up

Little Green Book: It Matters Where You Make It: Synopsis - Toledo Regional Chamber of Commerce

Synopsis:

In 2014, the Chamber launched the branding initiative “It Matters Where You Make It.®” A set of tools and messages to promote the Toledo Region. Illustrating the connection to the Toledo Region’s rich manufacturing history, the brand builds upon the premise that making something means something again, and Toledo is a place where companies and individuals can come and “make it.” The double meaning is intentional. You can physically make or assemble something in the Toledo Region because of the abundant economic assets, and you can make a life or accomplish goals here because of the inviting culture and lifestyle. In 2015, this message transitioned seamlessly to support regional talent attraction and retention, the number one challenge our members said they were facing.

Realizing that millennials are more likely to first select where they want to live and then find a job, positioning the Toledo Region as a preferred place for talent attraction and retention became one of the Chamber’s top priorities in 2015. Through conversations with our major employers, roundtable discussions with recruiters and HR professionals and intells the story of our region through vibrant photography supported by significant regional statistics and engaging text. It is not meant to be a full-fledged resource or relocation guide, but rather convey what it feels like to call the Toledo Region home.

The “Little Green Book” debuted at our Annual Meeting where it was distributed to over 500 attendees. Another 700 copies have been provided to Investor and Premier members as a “value-add” at these levels. Producing and providing this type of talent attraction and retention resource has been integral to fulfilling our members’ needs and resulted in securing and upgrading members to our higher membership tiers. It has also satisfied a need in our market for high-quality regional marketing materials that no other organization was providing.

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