NCEA hires New York firm to devise marketing plan for region

LOVELAND — The Northern Colorado Economic Alliance has hired a New York-based marketing-consulting firm to devise a plan to draw primary employers to the region that is made up primarily of Larimer and Weld counties.

Financial terms of the contract were not disclosed.

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Rocky Mountain Health Plans (RMHP), part of the UnitedHealthcare family, has pledged its commitment to uplift these communities through substantial investments in organizations addressing the distinct needs of our communities.

Bruce Biggi, chief marketing officer for the recently formed alliance, said the privately funded nonprofit hired Development Counsellors International to create a brand, marketing plan and website.

Julie Curtin, who heads DCI’s office in Denver, will take the lead on the project, Biggi said.

The plan likely will be implemented by June, according to DCI documents presented last week at a gathering of NCEA stakeholders.

The plan will address media relations, building site-selection consultant relationships, lead generation, marketing collateral, launching social- and digital-media channels and developing partnerships with local advertising, graphic designers, website designers, printers and other partners.

DCI will conduct surveys, focus groups and interviews with local leaders. It will conduct research on population estimates, labor force, major employers, wage rates, utilities and rates, and transportation resources.

DCI said it will come up with several options for a logo and tagline. The marketing plan will provide recommendations for the brand, and a line-item budget for the first two years.

For the past 10 years, DCI has served as the national marketing agency for the Metro Denver Economic Development Corp.