Hartford Business Journal

32 HARTFORDBUSINESS.COM | NOVEMBER 13, 2023 Opinion & Commentary What to make of CT's 'Make it Here' ad campaign? By Bill Field A fter a much-ballyhooed press introduction with political figures trumpeting the state's new "Make it Here" brand campaign, the hard work lies ahead. Executing and sustaining a memorable state economic- or tourism-based promotional campaign (think "I Love New York" and "Virginia is for Lovers") requires smart creative execu- tion coupled with budget consistency year over year. This hasn't happened with previous Connecticut brand and tourism campaigns. Does anyone have fond memories of the "Still Revolutionary" campaign? I didn't think so. Many challenges await. 'Make it Here' brand essence The campaign has a lot going for it. It's bold and visually arresting. It creates a new sense of optimism and pride in Connecticut that is sorely needed. The key is to keep the campaign fresh beyond the tried- and-true helicopters, jet engines and pizza, which are made here. One missing element is an emotive connection with audiences for how an individual can work and live success- fully and vibrantly in the state. The campaign lacks the emotional tie-in, the real-life stories that bring commu- nications to life and pay off the brand promise of "making it." The people aspect is too generic and lacks specificity. A very thin website cries out for more in-depth stories — personal and small business leaders and owners who articulate how they made it. Paying off the brand promise is critical to ensuring the campaign resonates with all constituencies. Dueling campaign dilemma: 'Find Your Vibe' vs. 'Make it Here' Many states have tried to align economic and tourism marketing together in one overarching campaign. They inevitably fail as they try to be all things to all people. The "Find Your Vibe" Connecticut tourism effort has its own look and feel. It presents an image of Connecticut that flies in the face of common perceptions, all without leaning on the "attractions." It has the personal connection that is lacking in "Make it Here." While a tourism-led campaign, it inevitably crosses paths and intersects in the media world with "Make it Here." Both are produced by two different communications firms with separate budgets and media programs. You would hope that they're coordinated to maximize the overall media spend of both. Past experience in state-based advertising makes me question if this is an action item as state agencies closely guard their individual budgets. Budget commitment and consistency The production costs of more than $800,000 raise a few eyebrows, considering the campaign is currently only funded to $1.4 million. From experience, spending over 60% on production against the overall budget spells trouble. Not nearly enough is allocated to media messaging. It's a quick path to "quiet irrele- vance," with little to no brand aware- ness or recognition. Does the state have the fortitude to adequately fund the campaign at a level to make a serious dent in changing deeply-embedded perceptions? This requires significant dollars and dogged consistency, something that's been severely lacking in the past. The initial groundswell of support fades quickly without year-over-year budget commitments. It requires an investment and leap of faith, rather than a one-year budget line item. Changing opinions takes time and money. How the future success of "Make it Here" unfolds is anyone's guess. There's a lot to like with the campaign approach and direction. It exudes positivity about why we all live and work here. It's not without the need for creative refinement and course correction. One positive: The campaign was created here in Connecticut, not by a firm from outside the state as happened with "Still Revolutionary." It's going to be a fascinating campaign to keep an eye on. The question remains: Will they still be trumpeting "Make it Here" two to three years from now? Bill Field is the founder of Fiel- dActivate, a Connecticut-based marketing firm. Bill Field Other Voices Light rail would make Greater Hartford a more attractive place to live, work and play By Matt Mocarsky Y oung professionals continue to leave Connecticut in droves, but that doesn't need to be the case. There are many young profes- sionals who want to stay and propose transformative solutions to make Connecticut a desirable place to live, work and play. One idea, inspired by the Greater Hartford Mobility Study, is to connect downtown Hartford with West Hartford Center and Blue Back Square using dedicated light rail on the Asylum-Farmington Avenue throughway. I propose we build a 4-mile light rail system that runs from State House Square in downtown Hartford to West Hartford Center. This system would have two terminals, no stops, and a dedicated lane on a throughway that runs from Asylum Avenue in Hartford to Farm- ington Avenue in West Hartford. Imagine this light rail running in 15-minute intervals throughout the day. Working professionals in Hartford would get to West Hartford quicker than walking to a parking garage, finding their car, and driving through I-84. Happy hours fizzle when rush-hour traffic comes into the picture; this would prevent that. For those who live in one of the many new residential developments in downtown Hartford, West Hartford Center becomes much more acces- sible. Residents can access the West Hartford Whole Foods for groceries without using a car. For West Hartford residents, light rail would be the natural way to and from a Yard Goats game, XL Center events, Pratt Street, and the other incoming downtown developments. Light rail outperforms buses and cars Let's acknowledge the doubt we might hear from skeptics. Sure, there is already a bus service that connects Hartford and West Hartford, but are you riding it? Ultimately, for public transit to be appealing, it must outperform driving in a car. Buses share the road with car traffic and often provide unpredictable schedules, with countless stops along the way. Light rail would have a dedicated right-of-way lane and route. A key question is whether there is enough space for a light rail line on the proposed route, particularly on Farmington Avenue. Throughout the route, there are four car lanes, short bike lanes, and intermittent medians. Sidewalk to sidewalk, there would be enough room for two car lanes, a light rail line, and turn lanes wherever necessary. There will be pushback by some businesses that rely on on-street parking on Farmington Avenue. I think this parking makes Farmington Avenue look unappealing and run-down. The roads are in poor condition, and the start-stop effect from cars weaving between lanes is what drives people to I-84 in the first place. Long-term potential to expand Let's consider the long-term poten- tial for the light rail line. As Hartford continues to develop, there will be opportunity to expand this line to more local landmarks. Parkville Market and Elizabeth Park are all developing destinations that could be connected through added lines in "phase two." If this proves successful, Hartford can add lines connecting the University of Hartford, Coltsville and Riverside Park/Xfinity Theater in "phase three." This would bring an infusion of young people to Hartford from the University of Hartford and nearby apartments. You get the idea. Long term, the key to bringing Greater Hartford to life is connecting people with resources, and more people. Quoting the "Field of Dreams": "If you build it, they will come." Greater Hartford leaders must reconcile investment In the United States, light rail is a costly investment, with projects often twice as expensive compared to European counterparts. Recent comparable projects have cost $120 million to $130 million per mile. That would put the cost for the Hartford-West Hartford rail line at about $480 million to $520 million. I think it's a transformative invest- ment worth considering because it would help keep more young people in Greater Hartford. Matt Mocarsky is a Hartford resident who works at Travelers Insurance and the University of Connecticut. Matt Mocarsky

• Cover