Unified Regional Brand Celebrates Individual Energies and Collective Strengths of Nine-County Rochester, New York, Region; Local Organizations, Residents Encouraged to Spread the Word
ROC2025, an alliance of economic development organizations dedicated to accelerating economic growth, uniting communities and building a greater story for the Rochester, New York, region, recently announced it is launching Greater ROC, a multiyear brand initiative to highlight the region’s many unique characteristics and collective strengths.
A major effort by ROC2025 — an alliance of Greater Rochester Enterprise, Greater Rochester Chamber of Commerce, Rochester Downtown Development Corporation and Visit Rochester, as well as the City, the State, multiple county officials and higher-education representatives — Greater ROC is a unified brand identity that represents the values of the Rochester region and its many voices, and communicates the essence of the region to tourism, business, education, nonprofit, arts/culture, health care and other economic sectors locally and across the nation.
The initial local launch of Greater ROC includes a multiplatform video that will be shown on TV and digital media, an internet landing page (GreaterROC.com), social media channels, public relations outreach to news outlets and online influencers, and a toolkit for local organizations and individuals wanting to support and co-promote the Greater ROC brand.
Greater ROC resources and tools will be accessible in an open-source manner, allowing organizations across Greater Rochester to leverage and integrate the brand into their own activities, platforms and materials, while ROC2025 will lead an aggressive effort to promote the brand inside and outside of the Rochester region through its alliance partners. Combining the power of the entire community’s involvement with the focus of ROC2025’s members — all telling Rochester’s story in a unified way — will strengthen the region’s identity and draw success to businesses and people alike.
“Greater” Exemplifies Region and its People
Greater ROC was created following months of in-depth interviews and opinion gathering with more than 100 community members and leaders — representing a broad cross section of business sectors and demographic groups from urban, suburban and rural communities — about how the Rochester region views itself and how the region should be positioned locally and to the rest of the nation.
“The central message of Greater ROC is that Greater Rochester is more than a place and more than geography — and that ‘greater’ is actually what the region and its people are truly made of,” ROC2025 President & CEO Joseph Stefko said. “The brand embraces the region’s individual strengths to unleash its united potential, tapping the talent, ingenuity and positive energy of Rochester’s many voices, beliefs and experiences. It’s a collective spark that celebrates who, what and where this nine-county region is to ignite a new way forward and a new way of talking about Rochester, and boldly says that this is one region, many strong and made greater by all. It’s galvanizing, empowering, inclusive and about the growth of our community. This new platform boldly asserts — on the local and national stage — that ours is a region on the move.”
The Greater ROC initiative supports each of the five pillars that form the foundation of ROC2025’s unprecedented collaborative model: coordinated capacity-building investments in business retention and expansion, talent strategy, business attraction, downtown growth and regional branding/marketing.
“Developing a unified Greater ROC brand platform enables us to showcase the myriad assets that make the Greater Rochester, New York, region a competitive and attractive place for tourism, talent attraction, business attraction and retention,” Greater Rochester Enterprise President & CEO Matt Hurlbutt said. “Together, we can amplify the highly skilled workforce, world-class universities and cultural arts that make our community a greater place to grow a business and raise a family than any other high-tech hub around the country.”