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Regional Branding Initiative

The Regional Branding Initiative aims to position Orlando as a thriving business hub to attract, retain, and grow jobs. By targeting out-of-state decision makers and key influencers, the initiative seeks to overcome outdated perceptions of Orlando as primarily a leisure destination. Comprehensive research has been conducted focusing on local insights and out-of-market perceptions. The campaign includes marketing strategies like social media, PR, and events, promoting the vibrancy of local industries to bolster community pride and elevate Orlando's image in the corporate landscape.

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Regional Branding Initiative

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  1. Regional Branding Initiative

  2. Challenge • To aggressively attract, retain and grow jobs for the Orlando region. • Establish Orlando as an environment where businesses thrive. • Gain inclusion/consideration into all relevant location opportunities. Get on the short list!

  3. Targets • Primary: Out-of-state company decision makers and corporate site selectors. • Secondary: Key influencers and reinforcers of how Orlando is perceived: Local business/government leaders and residents. 


  4. Work-To-Date • Regional Branding Committee • Development of Brand Strategy and Platform • Top Marketing, Branding and Media Experts • Research • Out-of-market(C-suite and site selectors) • Orlando area (key influencers and residents) • Creative • Anson-Stoner

  5. Research Out-of-market research • In-depth one-on-one interviews with 25 top site selectors and 25 CEOs/Executives from various industries around the country. Orlando area research • In-depth one-on-one interviews with 25 key in-market influencers (business and government) • Fielded an internet survey targeting residents that received over 1000 responses.

  6. Positive Perceptions Site Selectors Business Leaders

  7. Competitive Positioning • One of the biggest “AHAs” about Orlando is that there are limited negative perceptions from which to recover from. • Rather, Orlando’s biggest failing is tied to a lack of information and understanding about the region. • And the good news… they are interested and open to learning more!

  8. Local Influencers Pros about the region • Lifestyle • Medical centers, technology, higher ed • People – spirit of collaboration, welcoming • Airport, culture, location Cons about the region • Perceptions of Orlando as “only leisure” • Road infrastructure / public transportation • K-12 education / skilled workforce • Insufficient incentives / government • Culture • People – no venture capital, no roots

  9. Residents • First word that comes to mind:

  10. Residents • There is broad consensus in the region that rebranding is needed to introduce the world to Orlando as a business location. • At present, however, to most Orlando does indeed equal tourism. • Building awareness of the vibrancy of companies and industries can help build community pride.

  11. Creative

  12. Website Public Relations Search Engine Marketing Direct Mail Advertising Social Media E-mail Marketing Media Partnerships

  13. Website Events – Nat’l Coverage Missions Public Relations Search Engine Marketing Tradeshows Business Promotions Direct Mail Advertising Celebrity Engagement YOU Social Media E-mail Marketing Friend-of-a-Friend In-bound Fam Tours Media Partnerships

  14. Projected Campaign Impact 8% more jobs created 20% higher wages 22% growth in new-to-market jobs

  15. Projected Campaign Impact

  16. Projected Funding Requirements Cash = $1.7 M

  17. Next Steps

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