WE + YOU

WE + YOU

SOUTH BEND ELKHART

In the South Bend Elkhart, we’ve got a will and you’ve got a way. Our will is to help you succeed. Your way is innovative and entrepreneurial. We both have a job to do, and the South Bend Elkhart region is the best place to do it. We’re remaking a sense of place and manufacturing a new region. You’re looking for new opportunities and new places that welcome new thinking. We’re opening the door. You’re blazing the trail. In this campaign, South Bend Elkhart creates opportunity and YOU (our audience) take the opportunity and turn it into personal success. Each of us have a role to play in the advancement of the other.

1,030+

Survey Responses

120+

Stakeholders Present for Launch

100+

Open House Attendees

60+

Roundtable Participants

ENGAGEMENT HIGHLIGHTS

REGIONAL ENGAGEMENT TIMELINE

LAUNCH OF SBE BRANDING INITIATIVE

July 2019, SBERP announced their engagement with Resonance Consultancy to develop a comprehensive place-brand identity & marketing plan for the region.

COMMUNITY OPEN HOUSE

September 2019, SBERP hosted an open house for regional stakeholders to meet the Resonance team & share the key objective of the branding initiative.

LAUNCH OF COMMUNITY SURVEY

September 2019, SBERP & Resonance conducted a survey about living & working in the region, insights were key to developing a positioning strategy & regional brand.

CONDUCTED STAKEHOLDER WORKSHOPS

October 2019, SBERP & the Resonance team conducted a series of stakeholder workshops & presented the findings of their Situational Analysis based off of survey responses.

BRAND ESSENCE TESTING

December 2019, SBERP & Resonance conducted a brand essence survey of both internal & external audiences, "WE + YOU" was selected.

SOFT LAUNCH OF REGIONAL BRAND

March 2020, SBERP shared a sneak peek of the "WE + YOU, South Bend Elkhart" regional brand the during bi-annual Regional Opportunities Forum.

WE BREAK THE GROUND

YOU BUILD THE FUTURE

ABOUT THE PROCESS

WHY DEVELOP A REGIONAL BRAND?


The South Bend – Elkhart Regional Partnership engaged Resonance Consultancy in July of 2019 to develop a comprehensive Place Brand Storyline, Identity, Guidelines and Marketing Plan for the South Bend – Elkhart region. With its broad, high-performance economy, connected across two states through technology, education, transportation, tourism and R&D, the South Bend – Elkhart region has an opportunity to identify, position and promote itself as an unrivaled place to live, work and visit.

The ultimate goal of the "WE + YOU, South Bend Elkhart" regional brand campaign is to attract talent, tourism and investment to the South Bend - Elkhart region while also projecting a cohesive message and consistent feel that expresses the unique identity of the region, both to residents of the community and to people located outside of the region. The brand positioning and identity that Resonance has created will provide long-term direction for the South Bend - Elkhart region and its partners that identifies key differentiating characteristics, the target audiences and a brand proposition that will resonate with those audiences both today and in the future.

A clearly defined brand strategy helps organizations like South Bend - Elkhart Regional Partnership and its partners align their marketing, advertising, public relations and social media to consistently and accurately reinforce the destination's character and message among its target audiences while also ensuring that industry partners and strategic stakeholders do the same.

Over the next several months, the South Bend – Elkhart Regional Partnership will be rolling out the recently developed "WE + YOU, South Bend Elkhart" Place Brand Storyline, Identity, Guidelines and Marketing Plan, and will provide resources to help stakeholders and partner organizations articulate, position and promote the South Bend - Elkhart region.

STEERING COMMITTEE

MEMBERS REPRESENTING OUR 47 SMART CONNECTED COMMUNITIES

ROB DECLEENE

Visit South Bend Mishawaka

REGINA EMBERTON

South Bend - Elkhart Regional Partnership

DIANA LAWSON

Elkhart County Convention & Visitors Bureau

CHUCK LEHMAN

Lehman & Lehman

LESLIE PINSON

Local Spirit

AARON PERRI

South Bend Venues Parks & Arts

LOU PIERCE

Big Idea Company

MELINDA PIERCE

Big Idea Company

SARAH NIESPODZIANY

South Bend - Elkhart Regional Partnership

ANDREW WIAND

enFocus, Inc.

LINDA YODER

Marshall County Community Foundation