A citizen’s participation report.
Columbus has a great story.
foreward
In 2007, Mayor Coleman set out to do nothing less than set a transformational vision for the city of Columbus, culminating with a bicentennial celebration in 2012. The vision was founded in the city’s most extensive public outreach effort ever. From think tanks, youth forums, and college symposiums to neighborhood meetings and the Citizen Summit, nearly 6,000 residents shared their personal visions for Columbus’ future.
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Acting on those ideas, the Mayor convened a 33-member Steering Group and 13 focus groups comprising an additional 225 community leaders to develop actionable recommendations for making Columbus a community that is recognized nationally as a leading place to live and work. Among the final recommendations was to develop a single story about Columbus, one that is genuine, reflects the input from residents and describes who we are and what we’re all about.
focus group members
Compete Columbus Tourism/ Entertainment/Arts Cluster
One of the 13 focus group’s concentrated on the image and marketing of the city. They audited how we talk about Columbus today and began to synthesize a shared story.
In the months after the Bicentennial 2012 commission issued its final recommendations, Compete Columbus picked up the banner of the Columbus story. Together with the focus group and other key partners, they extended the work to include a story toolkit for marketers and promoters. The toolkit includes the Columbus story, examples of how to integrate it, and information on how we can align our efforts.
Chairs: Nancy Kramer Doug Kridler
Resource Interactive Columbus Foundation
Paul Astleford Bev Bethge Walker Evans Mike Fiorile Denny Griffith Susan Merryman Jon Meyers Jeptha Paul Scott Razek Jim Simon Alan Sorter
Experience Columbus Ologie Columbus Underground WBNS CCAD Chamber Fresh Bricker & Eckler Limited Stores Nationwide Columbus Post
Advisory Committee: Doug Kridler, Chair Paul Astleford
Susan Merryman
Bev Bethge
Bob Milbourne
Kevin Boyce
Kelly Mooney
Paula Brooks
Kim Perfect
Sherri Geldin
David Powell
Denny Griffith
Rich Rosen
Tom Katzenmeyer
Guy Worley
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Focus Group Goal Columbus Image Positioning Strategy Expression
Our identified goal is...
“ To be a community that is recognized nationally as a leading place to live and work”
Improved quality of life
More effective outreach marketing
Economic prosperity
Increased awareness of destination
To get there, we need a focused image and clear story. Investing in this strong, aligned story and image will initiate a series of outcomes that — over time — create a virtuous cycle of refinement, outreach, and growth.
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Economic Development & Growth
(tourism & business)
HOW TO READ THIS COLUMBUS STORY
What this document IS
What it’s NOT
A citizen’s perspective
An ad
A starting point
A mandate
A blueprint for alignment
A campaign
A tagline
Examples of how this work can come to life
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Why it’s important to tell the Columbus story together.
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Because when we all tell one story together, it becomes incredibly powerful—going beyond our borders to create an interesting, unique, and exciting perception of Columbus.
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Why DO WE NEED A STORY?
Different versions of the Columbus story are told every day. When a local company is recruiting an out-of-towner. When a meeting planner is considering whether to bring a large-scale convention to town. When a prospective student is considering going to college in or around Columbus. 8
The extensive audits we undertook show that organizations such as these aren’t telling a unified story about Columbus. That means the people and organizations on the receiving end get mixed messages. No single message rises to the top.
HOW DID WE FINALLY GET ON THE SAME PAGE? The good news is that we’ve taken a big-picture approach to identifying the Columbus story. We did it by collecting the opinions of many.
In survey after survey, Columbus doesn’t make a positive or negative impression. It makes no impression at all. Because too many messages, driven by individual opinions, have been sent out into the world.
In the summer of 2007, we took mobile computer terminals to 23 community festivals, conducted online and neighborhood surveys, and solicited input on blogs and vlogs — all to ask Columbus: What is our essence and how do we market it? Then in 2008, Mayor Coleman convened the largest community meeting in Columbus history. The Citizens Summit brought together a broad cross-section of citizens to share their perceptions and priorities for Columbus. Nearly 2,000 citizens registered to hear our civic leaders share a vision for Columbus and to participate in a live vote on opportunities and priorities for Columbus. We looked for similarities and disconnects in the collective input. We identified which ideas and messages rose to the top, and which ones made interesting connections to our city’s personality.
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What is our story? It’s strategic. Unified. and Confident.
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(About the Columbus story?)
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Building from this authentic input, the focus group developed several ways of communicating both sides of our story: the solid foundation of hometown with the opportunity of a vibrant city.
For example, our values and personality each rely on the two-sided story:
Because we have always embraced Midwestern values, integrity, and working together, we can be more open, inclusive, and diverse...
...And because we value stability, thoughtful growth, and a strong work ethic we can foster greater innovation, creativity, and an entrepreneurial spirit.
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Columbus residents shared two primary visions for the image of our city. There’s a sense in Columbus that we have to pick one or the other: are we the great, comfortable hometown or the progressive, vibrant city? In actuality, our image draws from both.
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We are a
We are a
place to live.
place to live.
How citizens described it: • Warm people • Welcoming communities • Shared Midwestern values • Relaxed feel • Family-friendly • Affordable
How citizens described it: • F riendly, open, diverse •G reat neighborhoods •A ffordable cost of living • Great vibe • Culture and entertainment • Green and growing
The perfect hometown
A vibrant growing, city 14
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ONe.
two.
three.
CONFIDENT
HAPPy
OPEN
I have a solid foundation
I’m more content and fulfilled living here
I know I can live my life here, and
for work and life
so can my diverse neighbors
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Our Personality Traits engaged
supportive
thoughtful
Diverse
Welcoming confident approachable
Genuine strong
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Our Personality Traits worldly
Confident youthful
Vibrant aware active
optimistic
Open
Progressive dynamic
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how do we tell the story? and all tell it the same way.
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IN ONE SENTENCE
Columbus is a supportive, progressive community with a vibrant, open-minded spirit—where both people and businesses can thrive. 20
IN 30 SECONDS Columbus is a city with an open-minded approach to both life and business. It’s a city with a progressive attitude, where people are free to go out on a limb. Where diversity isn’t just a state of being, but a state of mind. It’s made real through ideas, lifestyles, and neighborhoods — every day. Because we share a mindset that is open to all of this, we are not only able — but encouraged — to thrive.
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IN TWO MINUTES
Columbus is a city with an open-minded approach to both life and business. Here, freedom and security aren’t opposites. They work hand in hand. Together, they foster a happy and confident mindset. And that mindset resonates outward — to residents, visitors, and businesses alike. • A city bridging comfortable lifestyles and cuttingedge culture • A supportive, growing business community • A solid Midwestern work ethic Columbus is a city with a progressive attitude. Because people and businesses feel safe here, they also feel free to take risks here — entrepreneurial, creative, and everyday risks. And when they do, our entire city benefits. • A city that embraces both entrepreneurs and corporations • A city with youthful roots • A constant creative energy
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Columbus is a city with a spirit all its own. Diversity isn’t just a state of being here. It’s a state of mind. It’s made real through ideas, lifestyles, and neighborhoods — every day. Because we share a mindset that is open to all of this, we are not only able — but encouraged — to thrive. • A city made of districts, each with its own personality and point of view • An array of living options • Eclectic cultural outlets
Our story isn’t just a series of words. Our story is how we project ourselves to the world in every possible form. To fully understand the story, we must also look at to tell it.
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How our voice works
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How our voice sounds
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Be confident. Be optimistic. Be real. Be sophisticated.
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BOLD VISUALs
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Look bright. Look modern. Look Young. Look forward.
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authentic photography 32
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Feature real experiences, people, and expressions that convey an authentic version of happiness and confidence.
Reflect that Columbus is a city where things big and small happen every day.
Show off the things that make Columbus Columbus — from the North Market rooster to the cobbled brick streets of German Village.
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How does it come together?
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THE COLUMBUS STORY
This is the place where Columbus meets to learn our city’s story, and how we can all tell it with one powerful voice.
A tool for columbus
GRAB CONTENT
When we all tell the same story about Columbus, we reflect the same, strong, vibrant image of the city we’re all incredibly BUILD YOUR OWN proud of. ORDER MATERIALS VIDEO
THE COLUMBUS STORY
GRAB CONTENT Our city’s story is simple to tell. And interesting. And powerful when we tell it together. Whether you’re recruiting employees or positioning Columbus to a team of meeting planners, it’s important to tell a consistent, authentic story. This is ours—in three versions.
IN ONE SENTENCE
COPY TO CLIPBOARD
Columbus is a city with a progressive attitude, a collaborative spirit, and an open-minded approach to both life and business.
IN 30 SECONDS IN TWO MINUTES
MENU
THE COLUMBUS STORY
GRAB CONTENT Our city’s story is simple to tell. And interesting. And powerful when we tell it together. Whether you’re recruiting employees or positioning Columbus to a team of meeting planners, it’s important to tell a consistent, authentic story. This is ours—in three versions.
IN ONE SENTENCE IN 30 SECONDS
COPY TO CLIPBOARD
Columbus is a city with an open-minded approach to both life and business. Where freedom and security work hand in hand to foster a happy and confident mindset. And that mindset resonates outward to residents, visitors, and businesses alike. Columbus is a city with a progressive attitude. It’s a place where people and businesses feel free to go out on a limb. Because in Columbus, when people take risks—entrepreneurial risks, creative risks, everyday risks— they’re often rewarded for it. Columbus is a city with a collaborative spirit. We build connections through diversity. Diverse ideas. Diverse lifestyles. Diverse neighborhoods. And because we’re open to all of these things, people in Columbus are free to live the life they want.
IN TWO MINUTES
MENU
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THE COLUMBUS STORY
This is the place where Columbus meets to learn our city’s story, and how we can all tell it with one powerful voice.
When we all tell the same story about Columbus, we reflect the same, strong, vibrant image of the city we’re all incredibly proud of.
MENU
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Telling our story in layers: A high-level impression
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TAwd Bell Gourmet? Meatless? Tawd serves up both to long lines at his downtown vegan hot dog cart.
We fest with the best.
Jen Adrion Proving handmade is better made, she started an annual DIY crafts market to show off goods by local designers and artists.
Comfest, short for Community Festival, is the largest non-commercial music festival in the country.
Calling all lederhosen to the annual oktoberfest. Flaming cheese for the daring at greek fest. Bigger. BeTTer. BuTTer (Cow). Every year at the Ohio State Fair, one of the country’s largest.
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Telling our story in layers: A guided view
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Telling our story in layers: creating an emotional connection
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recruiting students to columbus
First Year Experience Ohio State’s focus on your first year includes programs specifically created to help you adjust to college life, and balance your academic and social schedules. And we know it works. At Ohio State, nine of ten students make that strong start in their first year. The national average first-year retention rate is 76 percent—ours is 92.4. Convocation, an official welcome for new students First Year Success workshop series Buckeye Book Community, a faculty-led book club for new students Picnic with the Buckeyes, free concert and food on the South Oval E-newsletter about campus events and services Distinguished speaker series Housing Living in a residence hall is the best way to meet people and feel at home fast. Though you’ll meet lots of people during your education at Ohio State, the people you meet in the residence halls will remain a part of your social circle for years to come. 37 residence halls 1-4 person suites and traditional double rooms Variety of dining plans and locations 300 resident advisors
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College living
A big part of college is the life that happens outside of the classroom.
First Year experience
Get fit Ohio State boasts the nation’s largest recreational department— offering hundreds of intramural and club sports. And located in the heart of the Columbus campus is the state-of-the-art Recreation & Physical Activity Center (RPAC).
Ohio State’s focus on your first year includes programs specifically created to help you adjust to college life, and balance your academic and social schedules. And we know it works. At Ohio State, nine of ten students make that strong start in their first year. The national average first-year retention rate is 76 percent—ours is 92.4.
Get culture The Wexner Center for the Arts, located on campus, offers an incredible range of exhibitions, films, performing arts, and programs.
Convocation, an official welcome for new students First Year Success workshop series Buckeye Book Community, a faculty-led book club for new students Picnic with the Buckeyes, free concert and food on the South Oval E-newsletter about campus events and services Distinguished speaker series Housing
Get south Immediately adjacent to campus, South Campus Gateway is home to an eight-screen movie theater, the University Bookstore, great eateries, and unique shops.
Get involved Make connections during your first week. The student involvement fair brings hundreds of Ohio State’s student organizations to one spot.
Students make connections here. They find opportunity. They thrive here. They’re surrounded by a city that supports its university community. Its stable economy and welcoming environment offer students real-world experience and access to a prospering business community. And in return, Buckeyes take advantage of the city in which they live.
37 residence halls 1-4 person suites and traditional double rooms Variety of dining plans and locations 300 resident advisors
Create roots. The capital maintains strong ties to government, businesses, nonprofit agencies, and education, creating numerous internship, co-op, and part-time job opportunities for students. And that’s why so many Ohio State graduates choose to call Columbus their permanent home.
ColUMBUS living
Columbus is a progressive place. A place where students are free to explore their passions. And discover new ones.
Living in a residence hall is the best way to meet people and feel at home fast. Though you’ll meet lots of people during your education at Ohio State, the people you meet in the residence halls will remain a part of your social circle for years to come.
Cheer loud. Cheer proud. Not only do students support varsity athletics, they also support their hometown teams the Columbus Bluejackets, Clippers, and Crew—not to mention the Ohio Roller Girls.
Join the scene. The Columbus art scene spans beyond the Wexner Center. The city offers both contemporary and traditional art experiences—from renowned museums and galleries to traveling shows and the Short North, a district infused with artists’ work and an eclectic spirit to match. In addition to many local spots, bigger names find homes at three major music venues: Value City Arena, Jerome Schottenstein Center, and Lifestyle Communities Pavilion.
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