Maine Voices: During the pandemic, Maine needs to focus on municipal branding

As circumstances and hospitalizations rise, there is no such thing as a finish in sight to the COVID-19 pandemic. As Maine Heart for Illness Management and Prevention Director Dr. Nirav Shah just lately defined, “pandemic fatigue” is actual and right here to remain.

One approach to overcome the burnout is to look on the brilliant facet. The coronavirus has turn out to be a tragedy of a lifetime, however we should discover the silver lining. Right here’s one: Shuttered by COVID-19 restrictions, cities like Boston and New York are shedding residents to non-traditional locations, and their loss has turn out to be Portland’s achieve. In the course of the pandemic, Maine has seen an inflow of individuals aged 24 to 35, bringing much-needed power and pleasure to the nation’s oldest state.

Eyeing a chance, the privately funded workforce improvement group Stay and Work in Maine has ramped up its efforts to draw younger professionals to Portland and different elements of the state. After all, Maine has already turn out to be a beautiful vacation spot for millennials, however the pandemic is accelerating a demographic shift that may profit our economic system in the long term.

Whereas tragic, the COVID-19 pandemic has positioned the necessity for municipal branding entrance and middle. Throughout Maine, extra cities and cities want to advertise themselves, as they compete for brand spanking new residents and construct economies for the long run. Cities and cities have to be “on the market,” so individuals “from away” perceive the advantages related to a Maine way of life.

Solely by branding itself can a metropolis or city place itself as a beautiful place to dwell for singles, households and retirees. Municipal branding can set up a given location as a vacation spot for personal funding and financial improvement. However it additionally transcends enterprise: Self-promotion attracts guests who care about tradition – from studying in regards to the historical past of a neighborhood to visiting a museum or exploring bars, cafes and eating places.

Do you wish to place your metropolis as “inexperienced”? Then promote your efforts to turn out to be extra sustainable. Do you wish to applaud your city’s parks and leisure actions? Then clarify how they set your city aside.

Create an attention-grabbing brand. Produce a brand new tagline that’s informative and welcoming. By advertising and marketing themselves, Maine’s cities and cities can generate the web buzz that will get individuals speaking and visiting and finally residing in them.

Consider it or not, municipal branding additionally advantages those that already dwell right here. Even we could be taught extra a couple of metropolis or city due to a promotional initiative. Such branding can improve the sense of satisfaction amongst present residents, strengthening communal bonds and fostering a better sense of togetherness. Municipal branding can go away locals considering, “Oh yeah, it is a cool place to dwell.”

In my company’s early days, we labored with the city of Madison to advertise their financial diversification from a paper mill city. That branding helped the city appeal to Yard Farms, which stays Madison’s largest employer as we speak. Extra just lately, our work with the town of Saco helped describe the town’s pleasant ambiance, and native residents took discover. The town’s model ambassadors imbued the remainder of the group with pleasure and optimism. The advantages of municipal branding are wide-ranging, and we proceed to work with cities and cities to assist them uncover their best strengths, weaknesses, alternatives and threats.

Whereas the COVID-19 pandemic has been a case research in disaster communications, the coronavirus additionally presents Maine’s cities and cities with an unprecedented alternative. Demographic traits are transferring in our favor. Now greater than ever, individuals in city hubs are contemplating a transfer elsewhere – from Saco and South Portland to Madison and Carrabassett Valley.

We have to seize that chance. However we are able to do it solely by selling Maine’s strengths – what makes Maine the Maine we all know and love. Municipal branding would be the distinction between success and failure.

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