March 31, 2015 (ONEONTA, NY) – After undergoing an extensive branding process, the County of Otsego Industrial Development Agency (the IDA) has created a new brand, name, logo and website design in an effort to promote its services and incentives, both in the region and nationally. “Otsego Now” will serve as an umbrella under which multiple types of economic development activities will take place, ranging from site development, to infrastructure enhancement, to community engagement. The branding project seeks to emphasize both the IDA’s innovative approach to development and its deep roots in the community.
Senator James L. Seward (R/C/I-Oneonta) said, “In recent years I have worked to bring together Otsego County’s stakeholders with an eye toward remaking our economic development strategy. The Otsego IDA is at the core of this renewed effort and the new branding and associated tactics are exactly what is needed to pave the way for future expansion and new opportunities.”
Assemblyman Bill Magee said, “The new branding and website will promote Otsego County businesses and activities in a one stop, easy to access information center that offers current and timely information from the Otsego County IDA.”
The IDA retained Cooperstown-based Paperkite Creative (www.paperkitecreative) to lead the effort. “We were particularly pleased to be able to contract with a local firm for this work,” said Robert Hanft, Chairman of the IDA Board. “Paperkite’s familiarity with the community has been important and a key factor in the project’s success.”
One of the first tasks of the effort, which began last September, was to assemble an impressive advisory committee of local business people and thought leaders to gather insight and offer guidance. The IDA’s brand advisory committee was comprised of George Allen, President of Northern Eagle Beverages; Tom Armao, co-owner of Country Club Motors; Larry Bennett, Communications Director at Brewery Ommegang; Craig Gelbsman, owner of First Choice Cleaners and County Board representative; Sherrie Kingsley, co-owner of The Inn at Cooperstown; Paul Landers, President and CEO of Pathfinder Village; Montell Marra, co-owner of Cooperstown Distillery; the late Richard Miller, Mayor of Oneonta; Susan Salton, Director of Marketing and Communications at Hartwick College; Jeanette Weldon, Child Care Director of The Brookwood School and co-owner of Welhil Interiors; and Scott White, President of the Bank of Cooperstown. The group began by analyzing the IDA’s “DNA,” in order to determine its identity and core mission and values. Through several iterations, the group came to an overwhelming consensus concerning the name “Otsego Now”, which aligns with the organization’s imperative to “make things happen” and the County’s readiness for economic growth.
“This was an exciting project. Not only are we talking about an area that is close to the heart of everyone at Paperkite, but the IDA’s staff is dynamic and forward-thinking,” said Susan Green, Paperkite’s Creative Director. “And the advisory committee was high-powered, talented and engaged. There’s nothing better than working with bright, passionate people who are interested in making a difference.”
Work on the project began last September, kicking off with an advisory-group meeting to gather insight and offer guidance regarding the IDA’s image and message.
The highly anticipated new web site (www.otsegonow.com) that will be the culmination of that six-month branding project is expected to solidify the IDA’s refurbished image and message, packaged under the Otsego Now brand. The web site will provide simple and intuitive navigation for any site visitor, whether a local business, a site selector, a job seeker in search of training, or an interested community member. It is anticipated that the site will go live this spring.
Other site features include:
- Information concerning the IDA, workforce training, and other development activities;
- Photographs and descriptions of sites available for development, and buildings available for rent;
- An informative e-newsletter for local citizens and regional partners; and
- The Otsego Now blog, where readers can view and discuss articles relating to sustainable economic growth in Otsego County.
“The process was exciting and the end result will place the Otsego IDA at the forefront of communication, with a strong brand and website connecting our communities to the development world, and strongly conveying a business-friendly environment”, concluded Elizabeth Horvath, IDA COO.
The County of Otsego Industrial Development Agency (the IDA) is a non-profit public benefit agency whose mission is to attract new industry, encourage industrial modernization and facilitate the creation of new job opportunities in the county. The IDA is governed by the actions of its Board of Directors, who are appointed by the Chair of the county legislature. The IDA is self-funded and is not an office or department of the Otsego County government.