What Business Leaders Are Saying About Make It Your Own

February 14th, 2019

Are you an employer looking to use the Make It Your Own brand for talent recruitment? Find all of the materials you need here.

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Hear from the Regional Partnership's President and CEO John Sampson, Vice President of Communications Kate Virag, Director of the Road to One Million Michael Galbraith, Development Counsellors International (DCI) and Britton Marketing & Design Group about the research, development and strategy of Northeast Indiana's new brand for talent attraction.</

Businesses Encouraged to Use Brand to Attract, Retain Talent

Between 2010 and 2015, Northeast Indiana’s 11 counties collectively lost an average of 1,000 people a year to other communities. Research also suggests that talent moves for a job opportunity first and for the community and quality of life second.

As employers in Northeast Indiana work to fill thousands of available jobs, marketing the community is equally important to marketing their open jobs and their businesses.  

Unveiled by the Northeast Indiana Regional Partnership and developed through a six-month process guided by internal focus groups and national perception surveys, "Make It Your Own" is designed for businesses to use in their talent recruitment efforts to tell Northeast Indiana’s compelling story through a logo, tagline, marketing material and authentic narrative.

Make It Your Own is Northeast Indiana’s new brand to attract target talent ages 21–45 to live and work in the 11-county region.

The Regional Partnership worked with national place marketing firm Development Counsellors International (DCI) to develop the brand strategy. Britton Marketing & Design Group, a national firm located in Northeast Indiana, brought the brand to life through narrative imagery and creative design.

Ambassador Enterprises (AE), a Fort Wayne-based private equity company, invests in organizations and leaders that impact communities.

Arlan Friesen, president of AE, said Northeast Indiana’s branding initiative empowers businesses like Ambassador to tell a consistent, authentic and compelling story.

“We intentionally invest in Northeast Indiana and partner with those who are passionate about our community. This is a great region for people to live, grow, and make a meaningful contribution. More than half of our team members decided to relocate or return here to make it their own. This branding initiative will tell the region’s story more clearly and will fuel our success in attracting top talent,” said Friesen. 

The Regional Partnership enlisted the expertise of a brand task force for guidance and perspective during the development of the brand. This advisory group included regional marketing professionals from a variety of industries and backgrounds.

Danette Fitzgerald, vice president of marketing communications at Parkview Health, said that across the region Parkview is growing and recruitment is more important than ever.

“The branding efforts will help Parkview Health tell the story of the region. Parkview wants to tell our story as an employer and healthcare provider, and also give a sense of what this community is like and how people can see themselves here in Northeast Indiana,” said Fitzgerald.

Anton King, executive director of the DeKalb County Economic Development Partnership and brand task force member, said Make It Your Own showcases the diverse geography, lifestyles and industries available in Northeast Indiana.

“Young professionals frequently hold leadership roles within companies, serve on nonprofit boards and start successful businesses here. Emerging leaders can take advantage of the many existing opportunities in Northeast Indiana or embrace it as a blank page to write their own stories,” King said.

Regional businesses are encouraged to use the brand tagline, logo and key marketing messages to recruit talent nationally while advertising for open positions on job boards, career pages on business websites and other recruitment communications. Employers can access that information here.

The Make It Your Own brand was developed as a long-term marketing strategy with a multi-year execution plan. The Regional Partnership will promote the Make It Your Own brand regionally and nationally through partnerships with media, special publications featuring local talent, a customized website showcasing the region’s quality of life and a brand video featuring the region’s authentic quality of life and career opportunities. Residents and businesses are invited to use the brand and share stories of how they have made life in Northeast Indiana their own.

The project is sponsored by Indiana Michigan Power, Ambassador Enterprises, 3Rivers Federal Credit Union, NIPSCO, Old National Bank and First Federal Bank, with initial seed funding through the Regional Opportunities Council, the investor board of the Regional Partnership.

To learn more about the branding effort or to access the brand resources, visit  www.MakeItYourOwnNEI.com.

Need more help? Contact Vice President of Marketing & Strategic Communications Kate Virag to learn more about Make It Your Own material.

Email Kate