Marketing the region: Lima stakeholders discuss strategies for Greater Lima Region

By Camri Nelson - [email protected]

Host Jessika Phillips discuss marketing and social media strategies, during the Greater Lima Region Digital Worshop on Friday.

Host Jessika Phillips discuss marketing and social media strategies, during the Greater Lima Region Digital Worshop on Friday.

LIMA — In an effort to promote the Greater Lima Region, Lima business stakeholders recently gathered for a digital workshop that focused on communications strategy, web portals, branding and the key websites and social media platforms.

The three- hour workshop began with an explanation of the communications plan for the Real American Campaign, a Greater Lima Region brand that is dedicated to prioritizing and conveying messages and experiences about the greater Lima Region.

The campaign report was prepared by the Allen County commissioners with financial support from the Office of Economic Adjustment, Department of Defense with content that reflects the view of kglobal, a public affairs and public relations company, which did research on Allen County and the surrounding counties.

“At the end of the day, we are trying to create a better perception of our region,” said Nicole Scott, vice president of investor relations and communications for the Lima/Allen County Chamber of Commerce. “We have a lot of jobs to fill in not only Allen County but in the Lima region, and we are dedicated to promoting new businesses, new people and a better quality of life.”

Within the Real American campaign there are six key elements that help promote the Greater Lima Region: Style, skill, roots, strength, possibility and heart.

Style highlights restaurants, retail, arts and culture. Skill focuses on skill and trade jobs, training and education provided by them, manufacturing, healthcare and private sectors. Roots focuses on the importance of agriculture and the foundation and history of the Greater Lima Region.

Strength focuses on resources, infrastructures and assets. Possibility focuses on entrepreneurship and business entities. Heart focuses on the quality of live and affordable cost of living.

“We want to look toward the future and figure out a better way to market the region as a whole,” Scott said. “Not just to recruit and attract the talent and customers but to also identify, inform, persuade and to differentiate and promote the unique opportunities that are here in the region.”

Another key topic discussed was the C.A.R.E strategy, which focuses on the how to care for the community, which host Jessika Phillips of NOW Marketing Group said is the foundation.

The acronym C.A.R.E stands for capturing the attention of the audience, articulating a message, relationship focus and exceptional experience. When a business has mastered C.A.R.E, it will be able to better promote the Greater Lima Region, Phillips said.

In addition to C.A.R.E, Phillips believes that the spark, kindle and fire content will also help recruit and promote individuals and businesses to the Lima region.

The spark is a claim, kindle(ing) are the proof points, and fire is the message. Phillips used an example from the campaign report which focused on education.

The claim is the Greater Lima Region offers opportunity, choice and affordability. The kindling is Allen County has nine public schools and has flexible undergraduate and graduate programs in the area. The message is the Lima community invents, builds and turns concepts into reality.

Aside from the marketing strategies, Philips provided the business stakeholders with social media and website platform ideas she believed help promote not only businesses in the region but also promote the Greater Lima Region to individuals who are considering moving to the Lima region.

She suggested businesses have a presence on Twitter to become aware of trending topics. She also suggested Facebook so that businesses could market their pages and engage in content and Instagram, which she said is a fast-growing platform that speaks to visuals. Other websites to utilize were LinkedIn, Google My Business, YouTube and Pinterest to promote their work.

Philips suggested that whenever a business uses a social media platform, they should use the 10:4:1 rule. Employees who are responsible for operating the company’s social media account should share 10 posts for enjoyment purposes that connect with its intended audience.

Four posts should come from the company’s website or blog, and one post focuses on informing its audience on how to solve a problem through its services or products.

As far as asethetics go, Phillips suggested businesses use the phone app, Word Swagg, which allows individuals to generate text over images, and other websites such as,,,, and

Wally Kincaid, of Comfort Keepers, pariticipated in the workshop and said he is glad for the opportunity to get involved. He said he is confident residents of the Greater Lima Region will support the movement as well.

“Everyone deep down wants to see Lima survive,” Kincaid said. “We are having people come to fruition as far as being prouder of our city because they know that this is a great place to live.”

Phillips agreed, saying right now is a perfect time to further promote the Greater Lima Region.

“We want the community to jump on board and feel like they are a part of a community. We want to express how we are Real American and learn how to utilize the platform to change the perception of the community,” Phillips said.

Host Jessika Phillips discuss marketing and social media strategies, during the Greater Lima Region Digital Worshop on Friday. Jessika Phillips discuss marketing and social media strategies, during the Greater Lima Region Digital Worshop on Friday.

By Camri Nelson

[email protected]

Reach Camri Nelson at 567-242-0456 or on Twitter @CamriNews

Reach Camri Nelson at 567-242-0456 or on Twitter @CamriNews

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