northeast indiana regional partnership
brand development and activation
For years, BMDG has worked with the Northeast Indiana Regional Partnership (NEIRP) to tell the story of what makes Northeast Indiana such a special place to live and work. BMDG is uniquely positioned to tell this story because of all the hours our team has spent exploring, savoring, and celebrating the region we call home. Many of our team members are transplants, people who chose to live and work in Northeast Indiana.
As NEIRP’s strategic and creative partner, we have developed digital ad campaigns, web design and content, and beautiful printed collateral pieces to help local businesses attract talent from outside the region. We also worked with NEIRP and the local military community to create an online “home base” for veterans and active-duty service members, as well as their families. This website, and the accompanying digital ad campaign, worked to ensure that this pool of highly-skilled workers considered Northeast Indiana as a place where they could put down roots once their service was complete.
Recently, BMDG teamed up with NEIRP and Development Counselors International (DCI) to do something the local business community had long been asking for: create a brand for Northeast Indiana to help attract young and talented workers to the region. After months of audience research, internal focus groups, and external talent surveys, BMDG engaged in a creative exploration that resulted in a new tagline and logo for the region, both of which were modular and flexible enough to meet the needs of multiple marketing channels.
Both the tagline and logo spoke directly to the target audience, telling them, through bold colors and energetic copy, that Northeast Indiana puts the “life” back in work-life balance; that it contains all the raw materials, can-do attitude, Midwestern ingenuity, and open space you need to make this place whatever you want it to be; that it’s the kind of place where a new generation can really get involved and make a difference.