Attracting new and relocating businesses, entrepreneurs, key industries and young professionals focus of campaign
Manchester , N.H. – The Manchester Economic Development Office (MEDO) will launch the city’s first-ever marketing campaign, designed to attract relocating and new business, entrepreneurs, key industries and young professionals to Manchester. Raising the visibility of the city in order to attract new jobs, expand the tax base and sustain a strong and healthy local economy are the chief aims of the campaign.
“Manchester has a story to tell and it’s one we all know,” said Mayor Frank C. Guinta. “We’re proud of Manchester, we start businesses here, we raise families here and we become involved with our community. It’s important to tell this story outside of our city as a way to raise Manchester’s visibility and attract the kind of business , jobs and workers that will fuel our economy and position our city for continued success.”
The launch of the marketing campaign will be celebrated with the introduction of Manchester’s “new pitch” on Wednesday, July 18, at the New Hampshire Fisher Cats game at MerchantsAuto.com Stadium. The team will host “Manchester Night,” where a portion of ticket sales will go toward the city’s new West side police sub-station. The city’s marketing campaign will be unveiled in a 6:45 p . m . ceremony preceeding the 7:05 p.m. game.
The marketing campaign features a new logo and tagline for the city. The city’s new brand serves as the cornerstone of the marketing campaign, succinctly summing up Manchester’s message. The logo is a strong “M” accompanied by the tagline, “The Birthplace of your American Dream.”
“We began this project with the branding process, holding roundtables with community, business and elected leaders,” said Kate Benway, who is heading up the project on behalf of the Manchester Economic Development Office. “It was during those discussions we found the crux of our message: people are proud of Manchester, they are loyal to the city and feel strongly that the city has offered significant professional and personal opportunities for their success.”
The campaign includes a new stand-alone economic development Web site, a tradeshow booth, new marketing materials, a direct mail campaign and several print ad campaigns. Additionally, the Manchester Development Corporation (MDC) has funded the creation of a television commercial and its placement on New England Cable News (NECN). Marketing items, including “M” hats, travel mugs and pens have been created to circulate at tradeshows and conferences throughout the country.
Key marketing points include Manchester’s premier location, versatile available office space, its stature as the financial and business center of northern New England, the world-class Manchester-Boston Regional Airport, large concentration of colleges and universities and its pro-business climate. In addition, Manchester’s proximity to Boston and New Hampshire’s scenic and recreational offerings will play a role in the campaign. The first print and television advertising campaigns use the theme “Your Space. Your Place.” – embodying the message that Manchester offers ideal space for businesses as well as an ideal place for the employees, families and people associated with the business.
“Bottom-line decisions are the name of the game with business leaders, but just as important is quality of life,” said Jay Minkarah, director of economic development. “Happy employees and families make for good business, so we’re marketing Manchester’s thriving downtown, the Verizon Wireless Arena, our sports teams, recreational opportunities, entertainment and arts and culture – all alongside messages about financial and business incentives, our tax-free climate and our thriving economy. Our message is comprehensive. Manchester, we’re saying, has it all.”
Target audiences include businesses seeking to relocate, entrepreneurs looking for a place for their start-ups, businesses in the financial, technology and engineering sectors and professionals who represent the skilled, educated and dynamic workforce target businesses need. Developers, site selectors and corporate realtors are also part of the targeted market as the professionals who facilitate projects and help business owners make important location decisions. Leads and interest generated by the marketing campaign will be handled by the city’s economic development team.
The creation and launch of Manchester’s marketing campaign was funded in part by a grant from the New Hampshire State Department of Resources and Economic Development (DRED) and matched by the City of Manchester and the Manchester Development Corporation (MDC). Additional funding from local businesses participating in the marketing campaign has broadened its reach. The economic development office has received funding to continue with a steady, focused marketing effort, thanks to support from the Board of Mayor and Aldermen, MDC and several local community organizations and businesses.
Tickets for the Fisher Cats game and the introduction of Manchester’s “new pitch” may be purchased for $8 by calling Brian Cronin at the Fisher Cats at 606-4111.