New Tagline "Sparking Collaboration. Driving Sustainability. Powering Prosperity." Encapsulates MORPC's Multi-faceted Role in Region
The Mid-Ohio Regional Planning Commission (MORPC) is launching a new, comprehensive brand messaging platform strategy that enhances MORPC’s message and communication of its diverse services to members, regional partners and the broader public.
MORPC’s multi-faceted role in the Central Ohio region and comprehensive range of services prompted the effort to crystallize its messaging, ensuring a more meaningful connection with the public. Leaning into the expertise of Hunter Marketing and Align2Market agencies, a strategy was developed and implemented to gather feedback from a wide range of Central Ohioans through one-on-one interviews, feedback from MORPC members and staff, and an online community survey, all designed to evaluate MORPC’s perception by its members, the general public and top leaders.
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One consistent theme that emerged from the research is that MORPC is regarded as a convener and trusted resource when it comes to providing nonpartisan data analysis, community resources and long-range planning.
“As we adapt to the growth shaping our region, it is important that we embrace the need to communicate our vision and services with precision to our members, regional partners, and the public. Our new messaging framework isn’t just a statement; it is meant to articulate our regional impact in language that provides for mutual understanding and a guide for our strategic decisions.”
The newly refined mission, vision and messaging are built on the foundation of four pillars of the organization’s strategic framework: Pay It Forward, Build Value for Members, Drive Investment, and Create and Environment for Prosperity. These four pillars create the cornerstones of programming and services that are focused on tangible, actionable strategies for improving Central Ohio.
The latest brand messaging strategy compliments the brand identity that was launched in 2019, the office remodel a year later to reflect the updated branding, and refresh of the organizational website implemented this summer to improve the user experience.
“The scope of MORPC’s work is vast, which means that we mean different things to different people. Our voice resonates beyond transportation; it also should speak to the needs of all residents. We shape policy, steer investments, act as a bridge to connect local governments, and provide resources that impact mobility, the environment, housing, and much more. It’s important that residents and stakeholders understand that the connectivity we provide extends beyond infrastructure, ensuring a region that thrives sustainably and provides for all.”
To learn more about MORPC’s branding and new messaging initiative, and their work in the region, visit the “About Us” section of MORP’s website, www.morpc.org.
