I had the privilege of hearing Edward Burghard, Harley Procter Marketer, Procter & Gamble and Executive Director of the Ohio Business Development Coalition discuss marketing our glorious state. Now usually, the head economic development guy/ gal comes to the position with lots of sales experience but little marketing expertise. Not so in this case. Ed knows his stuff. He took our Executive Marketing Forum (bunch of talented marketing peeps with big titles) through their brand process which was absolutely fascinating. The EMF is working with the Greater Cleveland Partnership to help shape a regional brand. Interestingly, Cleveland and the State of Ohio have parallel images- neutral. Not good, not bad. It is easier to launch from neutral than from bad though.

Here’s a very abridged version of what I heard. 1. The State of Ohio economic development team’s target customer is in the C-suite (CEO, CFO, COO types) and site selection consultants. We spent most of the time focusing on the C-suite characteristics including their great need to give back (since these guys are boomers and have accumulated a nice nest egg), their desire to balance work at the office with family and other outside interests, and converting them from not so great into excellent ambassadors for the State.

Ed then took us through community characteristics that helped shape their message. The OBDC then launched a short, targeted ad campaign that ran in the Wall Street Journal and select business magazines in Ohio explaining why this is a great state for business. Since the campaign Ed has advanced the work with his brand team and developed the “O” factor for design and awareness purposes. Next, his ad agency will convert the findings into really cool, believable and resonant advertising messages, hopefully connecting business investors with economic development groups in Ohio.

To his credit, Ed’s work is already being imitated by other nearby states and I know why. He really gets this stuff. Marketing can quickly turn murky if you don’t stay focused on clearly laid out goals. As for me, I’m feeling pretty proud to be an Ohioan these days. I'd recommend it to a friend. Keep up the good work Ed!