Aespire's Clarity branding process helps an economic development organization create renewed interest in and increased awareness of Lorain County, Ohio. Targeting site selectors as its primary audience, Team Lorain County also focuses on business retention and expansion. The re-invigorated brand positions Lorain County as a leading county in the region, a forward-thinking place to do business, and successfully creates a new perception in the mind of its key audience.
Team Lorain County ceased operations in late June, 2016. Aespire served Team Lorain County from 2007 through 2016 as its branding and digital agency.
Client: Team Lorain County
Team Lorain County realized it needed to differentiate itself in its role as a collaborative, independent economic development organization, as well as position Lorain County, Ohio as a vibrant and forward-thinking place to do business.
Starting from research and data collected on site selection criteria, the full branding campaign re-positions Lorain County as a regional center of economic development, business attraction, retention and expansion. The branding project consisted of positioning, visual branding, marketing collateral, and a new web site, teamloraincounty.com.
Aespire redefined TLC's brand focus, differentiation and visual brand framework, through its Clarity branding process. To support the focus, a modular literature system was developed, which includes a print and PDF-based marketing kit, with content and design based on research into the information needs of the key audiences and stakeholders.
Supporting the relationship-based marketing, the web site is designed with site selectors as the primary audience, and serves to make information for business attraction, retention and expansion readily available to site selector professionals and stakeholders. A detailed inquiry form was developed to pre-qualify and ask relevant questions of those seeking information about Lorain County.
Team Lorain County, which represents all communities located in Lorain County, is a partner with Cleveland Plus and the Lorain County Growth Partnership.