The South Bend Regional Partnership—a grouping of 47 communities that includes the hometown of former Democratic presidential hopeful Pete Buttigieg—engaged Resonance to help the region understand and articulate its competitive identity. The job then was to turn that insight into a compelling advertising and communications campaign to attract talent, residents and investment.
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. As COVID hit, just after the completion of the campaign, members used the We+You formula to create custom communications to inform and engage the community.