Challenge
D+CO partnered with the Pittsburgh Regional Alliance (PRA) to develop communications and marketing campaigns in support of the PRA's efforts to attract and retain businesses and talent in the 10 county region in southwestern Pennsylvania. The campaigns also defined the comparative advantages of the region and how it relates to businesses by positioning Pittsburgh as a business center ripe with innovation, entrepreneurial spirit, and true opportunity.

Strategy
PRA initiatives included creating an identity package, collateral development, web site development and advertising to support business development needs.

"The New Pittsburgh. New Momentum. New Opportunities." campaign was launched over a several month period to support the brand messages describing why the Pittsburgh region is a great place to live, work and play. It included vibrant imagery of the 10-county region to show off the dynamism of Pittsburgh, which was included in print, collateral, duratrans (airport signage) and video production.

The "Right Place, Right Time" campaign included industry and county specific collateral packages to demonstrate why companies in certain industries should relocate in the Pittsburgh region. D+CO focused on real-life business successes and inherent attributes of the region.

A talent attraction and retention campaign, "Look Here", targeted students returning home for the holidays using a number of tactics. It asked soon-to-be young professionals to rethink of the Pittsburgh region as a good place to live, work and play. The tactics included radio, bar coasters, "Look Here" web site, duratrans (airport) and funky television spots using a camcorder to interview students who saw the region as a great place to start a career.

D+CO also created an annual media and community relations campaign, "Interns 2000", "Interns 2001", to promote an intern program that matched college students with businesses in the region. The public relations campaign included a kick-off media event at PNC Park. Nearly 1,000 students and several dozen businesses have participated in the program annually.

Results
As a fully integrated approach to marketing the Pittsburgh region, the combined tactics significantly raised awareness and appreciation for the Pittsburgh region among site consultants, businesses in and outside the region, the general public and other economic development organizations. The business development materials, web site and other collateral provided the necessary tools to help support the region's efforts to attract and retain businesses and talent.