Greater ROC

Our place-brand campaign increased pride in the region—and boosted social media engagement 147%.

“I think that it’s extremely important to have something like Greater ROC so that it can inspire us to come together as a community, to evolve and to create opportunities.” —Greater ROC resident

This is the ultimate goal of Greater ROC: to unite the people of Greater Rochester, NY, to celebrate what makes this nine-county region unique, to spark curiosity and encourage discovery among those who call this place their home. And with the help of DS+CO, the place-branding initiative reinforced pride among the community.

Greater Rochester has a reputation for having harsh winters, a job market with little opportunity and an old company mindset. But most who live in the region know these perceptions don’t necessarily carry over to reality. So how do we curb those perceptions while showing progress and celebrating the good things happening here?

To change minds and encourage people to think differently about the place they call home, the DS+CO team knew it needed to tell real stories to give people a reason to care. From this realization came “Greater Than,” a multifaceted campaign that celebrates individuals, businesses and organizations across the region.

We knew our audience’s geography, but research helped us zero in on the right people: those who already think positively or neutrally about the region. We focused our efforts on engaging these people first and sharing things they want to see most, namely food and culture.

Through a YouTube video series produced and edited in-house by our production studio, 45 Fathoms, we collaborated with local influencers to tell the stories of people doing great things and impacting change in the region. These productions became the backbone of the campaign, making their way into all marketing efforts—collateral, advertising, social media, content and sponsorships. We even refreshed the website to feature each story while making it easier for visitors to see all Greater ROC has to offer.

Although pride isn’t necessarily tangible, we measure results through a combination of campaign engagement and residential surveys about perception. In 2023 alone, we:

• Increased social media followers by 34%.
• Delivered 32 million+ impressions, which helped us get in front of people across the nine-county region.
• Grew social media engagement by 147%.
• And we learned that those who have seen the Greater ROC campaign are twice as likely to say they’re proud to live in the region. They’re also twice as likely to have a positive outlook for the region.

The work itself is never-ending, but that’s the way it should be. Pride is a must-have that can lead to even greater change—social, behavioral, economic—and deserves to be continually nurtured.

Curious to know how authentic storytelling can strengthen your brand? Reach out today to start the conversation.