Reflections on building a place story that gives decision-makers a reason to act.
If you covered up the logo on your economic development website, could someone still tell which community it represents?
That question framed Hart’s “From Data to Desire” panel at the IEDC Annual Conference in New Orleans. Workforce, infrastructure, incentives and quality of life all matter. The challenge is connecting those fundamentals to a story that helps someone picture their business succeeding in your community.
Hart CEO and Brand Mover author Marc Paulenich moderated the conversation with Justin Robinson, president & CEO of Detroit Regional Partnership, and Monica Conners, president of Naperville Development Partnership. Scott Cooley, Hart’s VP of Consulting & Advisory and partner to both clients, brought perspective on the work behind their stories.
Detroit offered a look back at an established campaign. Naperville offered a look ahead at the decisions shaping its next chapter. Together, they provided a useful lens for economic development teams planning for 2027.
GIVE PEOPLE A REASON TO RECONSIDER
For the Detroit region, the opportunity was to bring a fuller picture of the place into view.
Hart partnered with Detroit Regional Partnership on “Get Here,” a global campaign that brings the region’s people, pride and business opportunity to life. Real business leaders who have made their move there help make the invitation credible: prospective investors can hear from people who have already made that decision.
Justin’s portion of the discussion explored the story behind “Get Here”: what business decision-makers need to understand about the Detroit Region, how real company stories bring its strengths to life and how DRP assesses progress over the long business-attraction cycle.
The lesson for other communities: Your strongest evidence may already be operating down the street. Employers can explain why they chose your region, what has helped them grow and what another company might find there.
Explore the “Get Here” campaign and the work behind it.
UNDERSTAND WHAT YOUR NEXT AUDIENCE NEEDS
Naperville brought a different planning challenge to the conversation: How does a community known as a desirable place to live make an equally compelling case to business decision-makers?
Its work is still taking shape. That makes the questions at this stage especially valuable. Which audiences should the brand prioritize? What do they already believe about the place? What would help them see its business potential more clearly?
Monica’s portion focused on Naperville’s next chapter: how to build on its reputation as a desirable place to live while sharpening its story for business audiences. The discussion explored the audience insights and local strengths that can inform that work, along with what success could look like as the rebranding process moves forward.
For teams considering a new identity or campaign, this is a reminder to begin with discovery. Understanding the audience and the competitive landscape gives creative decisions a clearer purpose.
BUILD ALIGNMENT BEHIND THE STORY
Hart’s perspective is that momentum is something communities can actively build.
That starts with alignment across people, place, technology and institutions. The story becomes more credible when employers, community partners and economic development leaders share a vision of where the region is headed and can point to evidence that supports it.
Scott’s role across both engagements connects that thinking to the work: understanding audience needs, identifying distinctive local strengths and helping partners communicate them consistently.
It also connects naturally to Marc’s Brand Mover, which explores how brands move audiences from apathy to advocacy. For economic development organizations, awareness is a beginning. The next task is helping people believe in the opportunity enough to explore it, invest in it or advocate for it.
PUT THE CONVERSATION TO WORK IN 2027
As you set next year’s priorities, ask: Is our story distinctive? Can we prove it? Are our partners equipped to tell it?
Whether your next step is place branding, a regional campaign or a stronger case for stakeholder investment, Hart can help you focus the work and build support for what comes next. Let’s talk.
Explore Hart’s economic development approach and connect with our team to discuss your 2027 priorities.
