Council looks to market city

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by Emily Canning-Dean

Reporter

Bedford -- Before he knew much about Bedford, Chris Ronayne said it was the Bedford Automile that would come to his mind when he thought about the city.

"I think that is probably what pops up in most people's minds if they aren't familiar with Bedford," he said. "But Bedford has many assets: the Bedford Commons, Ben Venue Laboratories, economic vitality, great city services, the Metroparks and historical community character."

Ronayne is the president of University Circle Inc., an organization that promotes development and growth in the University Circle area. Last fall, he attended a retreat with Bedford Councilors and administrators to discuss the city's assets.

On May 5, he returned to Bedford to present Council with some ideas to execute a city marketing plan.

"Like any company, a city has to market itself to consumers," Ronayne said. "Bedford has a lot of great assets, but the city needs to exploit that to attract new residents."

Ronayne said Bedford's population has declined by 10 percent since 1990 and the mean age of residents has also increased.

"The challenge is for Bedford to attract younger residents," he said. "We love our older residents, but we want their grandchildren to stay here, too."

Ronayne said the city's assets can be put into five main groups including: good location, economic vitality, community festivals and historic character, quality of life and quality city services.

He said the city could promote these assets in a marketing plan. He suggested the city work with either a marketing company or a design firm to carry out a marketing campaign which could include a Web site redesign, brochures and other publications.

Other options would include reaching a target audience through free media outlets or by purchasing advertising in print, radio or outdoor advertising.

City Manager Bob Reid said city administrators will review the information presented and make a decision on how to best implement a marketing plan.

"This is in its infancy right now," Reid said. "I think this is something the city will look into, but we are taking baby steps."

Reid said Ronayne has known Council and administration for several years and gave the presentation free of charge.

E-mail: ecanning@recordpub.com

Phone: 330-688-0088 ext. 3166