Envisioning 2020’s
Goals and Approach

Envisioning 2020 has two interrelated goals:

Understand the current brand identity for Hampton Roads in terms of perceptions and misperceptions. This includes what currently differentiates Hampton Roads from other regions and cities, and how “Hampton Roads” as a place brand can be strengthened. It also includes how key audiences perceive various naming considerations.
Develop recommendations for a unique market positioning and communications strategy, related messaging, and naming architecture for the entire Hampton Roads region.

Envisioning 2020’s approach will include:

A fundamental principle of this effort will be engaging government, business, nonprofit, and other educational industry and community stakeholders from across Hampton Roads. This will include perspectives from Hampton Roads’ urban, suburban, and rural communities, as well as input from diverse stakeholders who represent a wide range of geographic and demographic perspectives.
To ensure a region-wide perspective, key regional organizations such as the Hampton Roads Planning District Commission and Peninsula Chamber of Commerce will be invited to engage in this effort, with dozens of other organizations that are expected to join and support the Regional Branding Initiative.

Organize the entire project with a broad marketing perspective that first answers key questions about how the Hampton Roads market should be positioned and marketed as a region.
Fully appreciate that a place positioning and communications strategy must first be identified before effectively addressing a region’s name.
Inventory and review existing communications efforts and social media to understand how the reputation of Hampton Roads is being shaped and advanced today.
Share national best practices and mine existing relevant research.
Survey residents, potential visitors, and national key economic development industry audiences to identify the region’s current perceptions and misperceptions, as well as test the relative appeal of naming considerations.

Recommend a place marketing communications strategy to market the region to potential visitors, future residents, and expanding or relocating businesses. This includes a recommendation on overall market position, marketing communications strategy, vision, messaging and naming architecture for the region.
Deliver additional value to the region beyond place marketing recommendations by including placemaking insights and recommendations.
Through the work of the Regional Branding Initiative, build pride and a positive buzz about the region and its future.
Share the project’s purpose, insights, findings, and recommendations in a way that builds positive momentum.