The Playing Field and the Players

The Greater Louisville Community Branding Project is a comprehensive 36-month project to develop a new brand strategy and marketing plan for Greater Louisville — to raise Louisville's profile nationally as a destination for visitors, talent, and business.

But every great plan has to have a great team behind it. And not only a great team, of course, but a collection of forward-thinking hard-working focused committed folk. A group of people with a vision, a perspective, a process, and a common cause. It would be impossible to recognize everyone, or even begin to describe the vast amount of energy and effort that's already gone into helping reveal this wonderful brand, but the following outline will at least offer an insight into our scope and depth, and perhaps encourage you to join us in communicating Greater Louisville's essential value.

Our Vision

The establishment and communication of a single brand for Greater Louisville, coupled with ongoing efforts to develop the community's product offerings, will result in our community being considered as part of the competitive set of fast-growth American regions, and will lead to an increased rate of awareness and attraction to visitors, talent, and businesses by 2010.

Our Goals

Our Target

The Greater Louisville brand represents the 25-county bi-state economic region of Kentucky and Southern Indiana and will compete with other fast-growth American regions as a destination for:

The Process

A four-phase 36-month project plan has been created to support the Greater Louisville Branding Project:

Research and Analysis

The Greater Louisville Branding Project will invest considerable time and resources into research to ensure that our strategies are grounded in true research insights. During this vital phase of the process, we plan to conduct research among internal and external stakeholders, both quantitative and qualitative, in order to understand who the customers are, their current attitudes and perceptions, what motivates them, and more. As part of this effort, we will ask our community to participate in surveys and other forums of discussion. We also plan to benchmark our region against other communities and learn from "best practices."

Brand Development

This phase will include the development of the brand strategy and positioning, the brand visualization and messaging, and the final concept evaluation.

Marketing and Communications Plan Development

This phase will include specific plans for advertising, public relations, interactive, and potentially buzz / experiential marketing and communications.

Launch and Implementation of Marketing and Communications Plan

This final phase will officially launch and implement the Marketing and Communications Plan, with ongoing processes and infrastructure for brand management in place.

Our Team

The Greater Louisville Community Branding Project is a public / private partnership initiative of The Greater Louisville Convention and Visitors Bureau;, Greater Louisville Inc.; Louisville Metro Government; the Greater Louisville Community Branding Alliance; a coalition of civic leaders including state governments, economic development, the corporate and philanthropic communities, educational institutions, and cultural entities; and others. Together the partners will outline a common agenda and plan for this initiative.

Greater Louisville Community Branding Alliance

The Alliance will act as a steering committee for the Greater Louisville Community branding effort providing oversight for the project and coordination with their respective organizations. The committee members will assist in the development of the overall community branding plan through the generation of ideas and the gathering of resources.

An ad hoc committee and subset of the Alliance known as the Greater Louisville Community Branding "Think Tank" will provide personal and corporate expertise, feedback and input on the brand identity, strategies, and tactics developed in the community branding plan.

Honorary Chair: Bill Samuels, Maker's Mark Distillery, Inc.
Co-Chair: Joe Reagan, Greater Louisville Inc.
Co-Chair: James Wood, Greater Louisville Convention and Visitors Bureau

Mayor Jerry Abramson Louisville Metro Government
Barry Alberts Downtown Development Corporation
Nicehelle Anthony Kentucky Lottery Corporation
Barry Barker Transit Authority of River City (TARC)
Michael Berry Kentucky Derby Festival, Inc.
Jonathan Blue Blue Equity, LLC
Mary Michael Corbett Frost Brown Todd
Terry Davenport YUM! Brands Inc.
Paul Diaz Kindred Healthcare
Carolyn Gatz Greater Louisville Project
Mary Griffith National City
Dan Hall University of Louisville
Hunt Helm Bellarmine University
Andrew Hutto Baxter Station
David Karem Waterfront Development Corp.
Paul Klein GE Consumer and Industrial
Bill Lamb WDRB TV — Channel 41
Mandy Lambert Kentucky Cabinet for Economic Development
Steve Langford WAVE3 TV
Tawanda Lewis Louisville Urban League Young Professionals
Todd Lowe Partnership for the Creative Economy
Charlie Mattingly Better Business Bureau, Inc.
Skip Miller Regional Airport Authority
Mary Moseley Schneider Companies/Galt House Hotel
Steve Moya Humana Inc.
David Nicklies Greater Louisville Logistics Network
Sandra Patterson-Randles Indiana University Southeast
Eileen Pickett Greater Louisville Inc.
Stephen Reily IMC Licensing
Benjamin Richmond Louisville Urban League
Keith Ringer MetroMojo
Bekki Jo Schneider Arts and Cultural Attractions Council
Chris Spalding YPAL
Michael Spurlock Greater Louisville Technology Network
Leslie Stewart Keep Louisville Weird
Kathi Stearman LSHRM (Louisville Society of Human Resource Managers)
Kent Taylor Texas Roadhouse
Troy Thomas Fourth Street Live!
Matthew Thornton Thorntons Inc.
Bruce Traughber Louisville Metro Government
Nigel Travis Papa John's International, Inc.
Paul Varga Brown-Forman Corp.
Brad Walker Brown Hotel
George Ward Kentucky Commerce Cabinet
Curtis Warfield Health Enterprises Network
Vicky Weber Jeffersontown Chamber of Commerce
Will Wolford Louisville Fire Football
Harold Workman Kentucky State Fair Board


Greater Louisville Community Branding Project Team

The project team is responsible for the implementation and execution of the community branding plan's brand identity, strategies, and tactics. The project team will also identify ways for the partnering organizations to collaborate in their current and ongoing marketing efforts.

Eileen Pickett (chair) Greater Louisville Inc.
Ceci Conway Boden Marketing Consultant
Heather Gates Leadership Louisville Center
Lisa Haller The Galt House Hotel
Carmen Hickerson Greater Louisville Inc.
Mackenzie Hindman Greater Louisville Inc.
Phil Miller Louisville Metro Government
Robin Miller The Advertising Federation of Louisville
Mark Perry Greater Louisville CVB
Matt Schulte Horizon InSight
Paul Schulte Horizon Research International
Stacey Yates Greater Louisville Convention and Visitors Bureau


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