Resonance began the process by benchmarking the region against a robust competitive set, surveyed residents, and held roundtable discussions with stakeholders to uncover strengths and weaknesses. We discovered an accessible region with a high rate of GDP growth and an economy geared towards technology and innovation, with a strong political will to shape the future, move beyond a rustbelt narrative, and bring university grads back from larger urban centers. We put the research together with tangible brand attributes and intangible brand persona to create a versatile campaign called We+You that positioned the partnership as actively engaged in making newcomers, talent and investors successful in the region.