New Manchester marketing campaign set to be launched
“M” marks the spot — at least that’s what officials at the Manchester Economic Development Office say they hope businesses see in the city of Manchester.
The office, known as MEDO, is launching its first-ever marketing campaign on July 18 in the hopes of attracting new and relocating businesses to the Queen City.
“We worked with AngelouEconomics of Austin, Texas, an economic consulting firm, and found out that, while Manchester is an ideal place for many businesses, the city doesn’t have a lot of name recognition outside of the area,” said Kate Benway of MEDO.
After securing $55,000 in matching grants from the state Department of Resources and Economic Development, the city and the Manchester Development Corp., MEDO spent 10 months working on the campaign, which includes a new “M” logo, a tagline — “Birthplace of your American Dream” — print ads and collateral, a trade show booth and promotional items with the “M” logo.
“When we held our roundtables with government, business and community leaders, it was clear the message we got was the tremendous pride people had in the city,” said Benway. “It was actually [Manchester developer] Dick Anagnost that said ‘Manchester is the birthplace of my American Dream,’ which we thought described our new brand perfectly.”
She said the print ads and a direct-mail campaign will start regionally, but eventually will be placed in targeted trade magazines and sent to targeted businesses in specific industries, such as high technology, engineering and finance, reaching a potentially national audience.
Two other key pieces in the campaign include a 30-second commercial, which will be broadcast regionally on New England Cable News, and a stand-alone Web site which also will be launched July 18.
Currently, MEDO’s Web presence is within the city of Manchester’s site.
“In the AngelouEconomics report, we found that site planners do much of their research online, so when they call you, you’ve already made the short list,” said Benway. “We really needed a stand-alone site.”
The new site, which is undergoing the final phase of development, will include more information on available commercial properties in Manchester, an overview of available financial incentives, business resources and programs as well as information touting the quality of life in the city.
“We really received a tremendous amount of support from Gary O’Neil and Tracey Edwards O’Neil and SilverTech,” said Benway. “They were so committed and donated so much of their time and products.”
The new marketing campaign will be unveiled July 18 at the New Hampshire Fisher Cats game at MerchantsAuto.com Stadium with a 6:45 p.m. presentation ceremony, prior to the 7:05 p.m. starting pitch.
Tickets to the “Manchester Night” game are $8, and are available by calling Brian Cronin at the Fisher Cats at 606-4111. A portion of the proceeds will benefit Manchester’s new West Side police substation. — CINDY KIBBE