THE GREATER LAFAYETTE MARKETING COALITION
Welcome to the Greater Lafayette Marketing Coalition website.
We are capturing and defining a clear and distinctive identity for the Greater Lafayette region.
What success looks like
An increase in the talent pool by retaining and attracting a citizen workforce
A spur in economic growth by attracting business investments and elevating quality of life
Increased positive perceptions of the Greater Lafayette Region
Process & Progress
Here is a timeline of the project and progress to-date. Our goal is to keep you updated, every step of the way.
Phase 1: Discovery
Deep dive into all available research findings and insights, as well as an audit of current economic development plans and communications materials
Qualitative analysis, including discussion groups and interviews of key stakeholders, such as area corporations, businesses, K-12 schools and higher education, community and nonprofit organizations, and government organizations
Quantitative research, including a comprehensive report of surveys and questionnaires from key audiences
Phase 2: Strategy
Translate discovery findings to identify key audiences, and prioritize key messaging for this project
Create a clear and concise brand strategy that answers what the Greater Lafayette region stands for
Develop a marketing and media strategy, finding the right mix of channels and tactics
Phase 3: Creative
Design a series of concepts to tell the Greater Lafayette story, with an overarching big idea and a differentiating creative approach
Refine the creative concepts, testing and socializing
with key constituents
Select a single campaign creative platform and public-facing name
Create a digital campaign communications guidelines document and hold trainings for communicators, so that they can effectively share and manage the campaign
Greater Lafayette Research Report
In an effort to gain as much insight about Greater Lafayette as possible, our team surveyed more than 1,500 individual community members, including business leaders, hiring managers, visitors, Purdue University affiliates, and city employees. Not only did these survey responses inform our creative work, they also provided new insights on how the Greater Lafayette Marketing Coalition can continue to best represent our area through powerful storytelling, collaborative partnerships, and community pride.
Greater Lafayette Messaging Strategy
This strategy is a set of internal frameworks and tools that can be used as a resource for those who communicate on the region's behalf. Think about the brand as a house: the messaging strategy is the set of blueprints. It’s not something you see explicitly on the outside, but it sets everything up for success. No part of the strategy should be used as an outward expression of the brand (taglines, slogans, and the like). This document is the guide for our creative process to follow, which is our next step.
Following our discovery phase, we've developed this messaging strategy for the GLMC, which describes Greater Lafayette's primary audiences, as well as messaging (what to communicate) and personality traits (the right tone) for the Greater Lafayette region.
Simply put, the strategy document sets the foundation for the Greater Lafayette brand.
Have questions or comments?
Greater Lafayette Marketing Coalition
337 Columbia St.
Lafayette, IN 47901
MON-FRI: 8AM – 5PM