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.