GBC President & CEO Mark Anthony Thomas announced the selected team to undertake the economic branding Initiative for the Baltimore region during his address at this year’s edition of City Nation Place, a place-based branding conference that features global thought leaders in the economic development and destination marketing space
The Greater Baltimore Committee (GBC) is pleased to announce the selection of the place-branding experts Resonance Consultancy Ltd. (Resonance), the market research firm Ipsos, and the Baltimore-based strategic communications firm Timbre Strategies to undertake a business investment and civic oriented messaging, branding, and earned media initiative for the seven-jurisdiction Baltimore region following a thorough vetting and selection process.
The selected team will be tasked with elevating awareness of the Baltimore region’s economic successes and civic progress outside of the surrounding media market, distilling a cohesive brand narrative around the region’s business sectors and developing a public-facing business attraction website, among other deliverables. An initial RFP for this place-based branding effort was issued in November 2023, and garnered 23 submissions from both local and nationally recognized marketing and public relations agencies.
“It’s never been more critical for international business, investment, and public policy influencers to have a deep understanding of the Baltimore Region’s economic assets and our shared ambitions,” said Mark Anthony Thomas, GBC President and CEO. “Resonance’s body of work meets the moment and will help us finally amplify the narratives that will strengthen the opportunities and pipeline of opportunities we can and will pursue to grow our economy.”
Thomas announced the selected firm in Houston during his address in this year’s edition of City Nation Place, a place-based branding conference that features global thought leaders in the economic development and destination marketing space.
In May 2023, GBC released its Multi-Year Agenda, which called for key initiatives to grow the region’s economy. The organization has since released the first-ever economic scorecard, highlighting more than $4.2 billion in announcements, secured the region’s federal tech hub designation, and will release the 10-year economic opportunity plan at the GBC’s Annual Meeting, taking place next week at Tradepoint Atlantic.
A selection committee comprising more than a dozen marketing officials and economic development officials was tasked with vetting the proposals based on criteria that included process management, relevant project experience, team diversity, regional exposure/experience, and channel expertise.
Resonance has a proven track record in place-based branding efforts and will play a pivotal role in developing a cohesive brand narrative that communicates the Baltimore region’s economic assets to growth businesses, industry influencers, and media outlets locally, nationally, and internationally. Founded in 2007, and with offices in New York, Vancouver, Montreal, and Austin, Resonance specializes in creating transformative strategies, plans, brands, and campaigns for destinations, cities, and communities worldwide. Their multidisciplinary team has executed wholesale place-based branding and market research efforts for locales that include Houston, Texas; Tulsa, Oklahoma; Columbus, Ohio; Christchurch, New Zealand; Calgary, Canada; and Brussels, Belgium – among dozens of other cities across the world.
Resonance will partner with Ipsos, the third-largest market research company in the world, and the Baltimore-based strategic communications firm Timbre Strategies headed by Bob Knott, a former global practice chairperson for the internationally regarded public relations firm Edelman, for this initiative.
“We were unanimous in our decision to select this team led by Resonance. Their extensive experience in placemaking, creative capabilities, and strategic insights truly impressed us all,” said Augie Chiasera, Co-Chair of the GBC Regional Branding Initiative Steering Committee and Regional President, M&T Bank.
“The Greater Baltimore region offers highly-educated and hardworking talent, unique culture and some of the world’s greatest businesses and academic institutions,” said Sashi Brown, Co-Chair of the GBC Regional Branding Initiative Steering Committee and President of the Baltimore Ravens. “All set against an amazing and fortuitous geography, the region presents a special combination that drives rare opportunity. Resonance brings wide-ranging industry expertise, which will help accentuate that story in a manner that inspires, excites, attracts and amplifies the potential of the region.”
“Harford County is excited to be part of the Greater Baltimore regional branding initiative,” said Harford County Executive Bob Cassilly. “We look forward to the benefit that the national place-branding expertise of Resonance brings to the strategic marketing of the region’s unique assets in driving economic development opportunities here in Maryland.”
“Crafting a positive narrative for Baltimore is central to Baltimore Together, the city’s economic development strategy. The GBC’s leadership in enlisting Resonance to shape an authentic story showcasing the region’s top-tier assets marks an exciting milestone in promoting Greater Baltimore as a premier destination for talent and business growth,” said Colin Tarbert, President & CEO, Baltimore Development Corporation.
Resonance, Ipsos and Timbre Strategies will be responsible for developing a messaging framework, conducting research, creating a business attraction website, and cultivating earned media opportunities that amplify awareness of the region’s business assets and civic progress.
“Baltimore is one of America’s greatest cities. With GBC’s leadership and new investments into the region, there’s a strong window of opportunity to reclaim the regional narrative. We couldn’t be more excited to partner with the GBC and their regional partners to transform Baltimore’s image and influence the way we collectively market the Region,” said Jeremie Feinblatt, VP Strategy at Resonance.
GBC will work with the three companies over the next few months to convene stakeholders from among its partnership base to garner the research and insights needed to develop the brand strategy.
Resonance will speak at the GBC’s inaugural Baltimore Region Investment Summit on June 27, 2024, an official spinoff of the United States Department of Commerce’s SelectUSA Investment Summit. The Baltimore Region Investment Summit will serve as a pivotal moment to highlight the wide array of development announcements within the city and throughout the Baltimore region.
ABOUT THE GREATER BALTIMORE COMMITTEE
The Greater Baltimore Committee (GBC) is the leading voice for the private sector in the Baltimore region, providing insightful economic and civic leadership to drive collective impact. Comprised of more than 400 organizations, including large, mid-size, and small companies, nonprofits, foundations, and educational and healthcare institutions, the GBC is dedicated to fostering the prosperity of the Greater Baltimore region. For more information, visit gbc.org.
