San Diego Regional Economic Development Corporation (EDC)

Case Studies

San Diego Regional Economic             Development Corporation (EDC)

Name and develop a brand strategy for the economic zone encompassing San Diego and Imperial Counties as well as the State of Baja California

The Situation:

With a Federal Grant, the client wanted to launch a marketing effort to promote the cross-border “mega-region” as a unique place to locate or relocate a business. The immediate challenge was how to position this “mega-region”, name it and gain the consensus of over 10 bi-national EDC’s and regional governments.

What BLM Did:

  • Developed a presentation on the value of branding in English and Spanish to present to representatives of all bi-national EDC’s
  • Conducted nearly 30 interviews in English and Spanish with business and political leaders from across the region
  • Led three strategy sessions, one in Spanish, with over 80 EDC bi-national representatives to obtain their input and consensus on a brand strategy
  • Developed and tested a brand positioning strategy and “mega-region” naming options
  • Worked with creative agency partner to develop new brand (logo and brand materials), ensuring consistent communication of the optimal brand message

The Result:

Successfully launched the “Cali-Baja Mega Region” initiative with enthusiastic support from the San Diego Mayor and San Diego/Imperial County Boards of Supervisors, the State of Baja California (Mexico) and the entire regional business community. Resulted in an increase in new firms locating to the “mega-region”

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