Springfield, Oh- January 23, 2007

Management students and faculty were given a preview this evening on how Ohio is using branding to increase economic investment in the state. Ed Burghard, executive Director of the Ohio business Development Coalition (OBCD) spoke to an interested audience in Bayley auditorium.

The evening started with dinner for twenty seven including management students and faculty, Mark Erickson (Wittenberg president), Lin Erickson (director, government, corporate, & foundation relations), and John Marr, (the executive assistant to the president). The students were members of Professor Schindler’s advertising and marketing classes, WittCAM students, as well as student workers in the management department. The students were all able to personally meet and talked with Ed Burghard. Burghard shared a brief biography on himself as well as answered any questions the students had.

Ed Burghard holds the title of Harley Procter Marketer, an award appointment for P&G employees who are considered masters in the practical application of marketing theory. Burghard is currently on loan from P&G to run the OBDC, a not-for-profit organization focusing on branding Ohio and the overall economic development in the state. Private and public funds were used to fund the OBDC. Burghard holds a B.A. in theoretical mathematics from the State University of New York at Postsdam and a MBA from Syracuse University in innovation management with a minor in marketing. He is involved with one of his life long passions, the Boy Scouts. Burghard was appointed by Governor Taft to the Executive Order of the Ohio Commodore in recognition of his contributions to build a strong Ohio economy.

In the Ohio case study, Burghard presented research and the promotional program for branding Ohio. He shared that Ohio is currently ranked twentieth out of all the states for tourism, exports, governance, investment & immigration, culture & heritage, and people. The audience also discovered that the Unites States is ranked 10th  among countries for attracting economic investment, with a 26% decline in investment dollars between 2003 and 2004. “This situation will continue to worsen unless the U.S. and Ohio start branding,” shared Burghard. 

Many economic development officers through out Ohio did not believe that there was a solution to fixing the Ohio standing. Burghard emphasized the importance of using marketing principals and theories that he had used for years as a member of the pharmaceutical division of P&G. Extensive research was conducted with CEOs and economic development officers through interviews, phone surveys, pictures sorts, and focus groups to determine thoughts about Ohio as a place for economic investment and living. The research showed that Ohio was not only strong for business but is good for personal life, too. This finding influenced the focus (CEOs) and the message (work-life balance)!

Burghard’s team used the research information to create a multi-media integrated campaign.  Ads appear in business publications such as The Wall Street Journal and BusinessWeek, trade publications, on road signs and research reports, and in earned media (unpaid exposure in the business press). The slogan chosen for the campaign is “Build your Business. Love your Life,” which is paired with a unique Ohio logo and a unique design. 

Attendees left knowing why it is important for Ohio to start branding itself. Burghard expressed that economic development decisions are on about a five-year cycle. Given that, Ohio will not see the result of this campaign for a few years.

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Tara Hervas

January 26, 2007