Your state is much more than a place to call home. It’s also a brand. A very important brand.
This is one of the many things I learned at the Colorado Marketing Summit. After all, who doesn’t like the opportunity to get out of the office every once in a while and connect with like-minded marketers? I just had that experience when I attended the summit at the Ritz-Carlton in downtown Denver.
It was a gathering of marketing professionals, creative agencies, media technology experts and community leaders. What was unique about this summit is that every company represented was based in Colorado. Some of the organizations that people will recognize include Western Union (an R&R Partners client), Arrow Electronics, Ball Corporation, UCHealth, MapQuest and HomeAdvisor. Those were rounded out with a few familiar folks in the food and beverage industry as well, including Smashburger, Qdoba, MAD Greens and WhiteWave Foods.
The summit was structured into eight panels and you were able to hear all eight without having to choose which ones to attend. Topics included leveraging smart data, social media strategies, content marketing, optimizing customer experience, meaningful digital engagement and others.
But the panel that stood out the most was called The Colorado Brand. Panel members included the chief marketing officer from the state of Colorado, the director of citywide marketing for the city and county of Denver, and the vice chancellor for strategic relations from the University of Colorado at Boulder. Impressive group − and all female. Girl power!
It’s no secret that Colorado is a great place to live. It’s consistently ranked in “best places to live” articles, including this recent first-place rank in U.S. News. More people are moving to Colorado now than during the Gold Rush in the 1850s. The panel highlighted that the Colorado brand is an amazing combination of outdoor activities, progressive lifestyle, entrepreneurial opportunities and a diversified economy. Colorado consistently ranks as a top-performing economy and currently holds rank No. 1 on the Forbes Best Places for Business and Careers list. The panel also highlighted that Colorado offers a great balanced lifestyle where people can truly work hard and play hard. To many outsiders right now, Colorado stands for one thing: marijuana. With the recent passing of recreational marijuana distribution and use, the panel pointed out that the Colorado brand needs to remind folks about all the other things Colorado stands for. Of course, that conversation can shape the brand, but it is important that we as a state build the right stories about the brand: Stories about its outdoor amenities, its art scene, growing chef-led restaurants, and the economic and entrepreneurial opportunities.
Colorado, as a brand, needs to continue reminding large companies why they need to do business here. In the 1980s, things were very different in Colorado. The town was mostly known for one industry: oil and gas; and there was the dreaded Brown Cloud pollution air-quality issue. Well, times have changed. A number of groups got together and created public/private partnerships to really change the future of Colorado and help diversify the industries. Brands start here and move here. There is a great, young, active workforce for these companies. Millennials are moving to Colorado in droves and that is changing the work ethic on a cultural level, but Colorado is embracing that change. There is a real understanding of having great pride and passion for work being done here, as well as equal balance with play time. One great benefit coming from this growth: new companies wanting to work with local agencies. This is a great opportunity for the R&R Denver office as we continue to build awareness and grow our footprint. We can be part of shaping the Colorado brand.