Regional Branding Project

2. Regional Branding Project

3. 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

4. The Regions

5. Objective • Occupy a unique, marketable niche • Complement the state’s initiative • Represent region’s true character • Appeal to a range of audiences

6. Centergy’s Key “Products” • 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

7. Centergy’s Cultural Aspects •Our entrepreneurial spirit • Progressive, innovative • Clean, wholesome environment • Traditional values and work ethic • Access to nature and four seasons • Focus on quality of life

8. Centergy’s Challenge •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)

9. 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

10. 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

11. 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

12. 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

13. On the Map

14. At First Glance • 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)

15. Two Brands for the Price of One • 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?”)

16. Life. Science. • We have a dual brand • Here, life and science are inextricablyintertwined • And we can prove it! • Many compelling examples (historic & current) — companies, groups, individuals, innovations

17. 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.

18. 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.

19. 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

20. 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

21. Medical Sciences Top hospitals and clinics Medical specialties, ER/trauma centers Research activities and accomplishments Industrial/occupational health services

22. 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

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

24. Recreation & Arts

25. Health Care

26. Sustainable Technologies

27. Advanced Manufacturing

28. Eco-Dev Initiatives

29. Entrepreneur-Friendly

30. 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

31. 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

32. Life. Science. Connecting to Tomorrow.