What is the All Are Welcome initiative?
All Are Welcome is a coordinated effort to promote Cleveland Heights as the destination of choice to live, shop, dine (spend money) and start a businesses. The initiative includes an upbeat promotional video, advertising ( NPR, RTA buses, Orange Barrell kiosks in Ohio City, Lakewood, downtown and University Circle), earned media (press release - pitching local, regional and potentially national press), storefront signage/billboards (thanks to Luna’s, Grog Shop, GiGi’s and storefronts on Lee, Noble and Cedar Taylor) and robust social media.
We hope that the campaign will drive a sense of pride for our residents and remind them of why they live in CH. However, it is primarily geared towards people outside of CH who are looking for a place to live and raise a family, as well as to spend their money in our small businesses.
Why launch the campaign now?
Now is the right time to boost civic engagement, support local businesses, and promote the city to potential new residents, businesses, and visitors. The campaign is just one part of a multi-year plan with the goal of attracting new residents, businesses, and visitors. This effort is an economic development initiative.
With the housing market heating up, and many neighboring cities increasing their visibility, we believe now is the time to move forward with this initiative now.
Is “All are welcome” a tagline?
“All are welcome” is more than a tagline. It’s a “brand” promise. A great brand promise should be aspirational and actionable. It should guide an organization daily and in planning for the future. Cleveland Heights has a storied history of being a diverse and welcoming community. This promise is a commitment to continuing to value diversity and inclusion into the next century of its existence.
Who created the campaign?
The campaign was developed by Cleveland-based marketing firm, Little Jacket working closely with the City’s PR/Communications staff. Previously, Little Jacket worked with the City of Shaker Heights on a business and resident attraction strategy that culminated in the creation of the Van Aken District. They are also working with the Cleveland Heights-University Heights City School District on the “Public is for all.” campaign. Their work is routinely recognized for creative excellence in national and international competitions.
Roger Frank, owner and managing partner of Little Jacket, is a 19-year resident of Cleveland Heights.
Much of the video footage, and all of the production, is the outstanding work of Adam Dew of Dew Media Inc, a Cleveland Heights based company. Adam is a life-long CH resident and is very active in our community.
How will the “All Are Welcome” commitment be realized?
Beginning this month, residents and visitors will begin to notice physical reminders of this dedication throughout the community: