Evaluating and enhancing regional reputation

Penta was retained by the leadership of a regional development foundation ('the client') to refresh its competitive positioning to help the region attract, recruit, and retain companies, capital, and talent. The client also sought to leverage a U.S. migration trend in which people were increasingly moving from the largest metropolitan areas to mid-sized cities.

Penta was tasked with assessing current perceptions of the region and developing a plan to improve the region’s reputation in the minds of relevant stakeholders in the U.S. and abroad. 

Penta conducted comprehensive competitive and comparative research to understand the current perceptions of the region across four themes. This research demonstrated that in order to revitalize the perception of the region, it was necessary to engage three types of stakeholders: business, policy, and academic leaders.

Penta recommended creating a non-partisan, non-profit coalition to bring together all of these stakeholders. 

Penta conducted comprehensive competitive and comparative research to understand the current perceptions of the region across four themes. This research demonstrated that in order to revitalize the perception of the region, it was necessary to engage three types of stakeholders: business, policy, and academic leaders.

Penta recommended creating a non-partisan, non-profit coalition to bring together all of these stakeholders.