Case Studies
Montgomery County, Maryland
Polishing a tarnished image
Situation
Jump to design samplesThe government of Montgomery County, Maryland was perceived as being indifferent to businesses located there, and the county was losing companies to other jurisdictions. The county’s existing reputation originated in previous administrations, and the new administration had the awesome task of changing the image by bringing in new businesses.
Economic development was becoming increasingly competitive among locations in the Washington, D.C. area, as well as other parts of the country. Boscobel was brought on to help improve perceptions with a strategic balance of marketing, branding and messaging.
Objectives
- Position Montgomery County favorably among its competitors.
- Brand the County with a unique look and feel.
- Research regional competitors and the national market to determine effective economic development strategies.
- Improve retention by making local businesses feel connected to the County.
Tactics
In order to capture the essence of Montgomery County as the center for bio-tech organization, high-tech companies and associations, Boscobel developed an identity which included a custom logo, type, graphics and slogan.
Boscobel produced an eight-minute video promoting Montgomery County as the choice location for both business and lifestyle. Boscobel also developed marketing brochures that coordinated graphically with the state of Maryland. This enabled the county to share trade show booths with the state and provide similar-looking materials, leveraging the county’s marketing dollars.
Results
The promotional video was met with rave reviews by county business development executives.
Boscobel’s materials were well received by senior appointed and elected county officials, and business executives who were polled by independent groups reported the current economic climate is much healthier in Montgomery County than in years past.
Design Samples
