Community Marketing and Branding in Economic Growth

Ryan McCrady and Shelley Tulo from the Springfield Sangamon Growth Alliance (SSGA) presented the Lunch & Learn on April 10, 2025. Ryan is the President and CEO and Shelley is the Alliance’s Director of Marketing and Communications.

They focused on these themes:

• How marketing a community is a key aspect of economic development

• Why branding is essential when it comes to attracting businesses, residents, and workforce talent

• The “Thrive in SPI” community marketing and branding campaign that began in fall 2020. 

What Is Economic Development?

SSGA is a public/private partnership solely focused on growing the economy of Sangamon County by:

• Providing direct services and resources that support business growth

• Leading initiatives that enhance the competitive aspects of the community

• Attracting new businesses and skilled talent

• Retaining local businesses and workforce.

Ryan said economic development has three legs: business expansion, business retention, business attraction.

How is SSGA different from the Chamber of Commerce and similar organizations? Ryan noted that chambers of commerce are meant to support existing businesses and to do political advocacy work. SSGA must be nonpolitical. He also explained key differences with the city of Springfield’s planning and economic development efforts – namely, that they are limited to boundaries of the city, whereas SSGA has a larger territory.

All of the community economic development groups do work that is similar, but not the same. Relationships are very important. They work together. It’s not a matter of “getting the credit,” but rather “getting things done.”

SSGA spends two-thirds of its time and resources on business retention and expansion. SSGA officials travel, including to site-selection conferences, to work on attracting new businesses.

Community Marketing and Branding

This is connected with “quality of life,” which is a key factor in economic development. 

SSGA works to ensure that good, accurate information appears when people search on the internet for “Springfield IL.”

The Thrive in SPI campaign began in September 2020 (when many people were staying home because of pandemic). It was the first-ever community marketing campaign here. It’s designed to build and promote community by:

• Energizing our local residents

• Supporting our local businesses and promote their growth

• Attracting new businesses, site selectors, and workforce

Campaign’s Impact

Shelley explained that the campaign has helped us make an impression on site-selection groups. Previously, their attitude was “Springfield who?”

Part of the reason for the campaign was/is to remind people who are already here that this is a great place to live. This can affect the way they talk to others about the community – they are spreading the excitement. To achieve regional prosperity, people must take pride in living here. 

Two years ago, SSGA did a “refresh” on the campaign and added a secondary message of “Springfield is the place to be.”

SSGA works with BAM Marketing on digital marketing.

They have developed a robust website at www.ThriveInSPI.org including a YouTube Channel. They have also developed a Thrive Book available online. Hard copies are available through SSGA.

Looking Ahead

Ryan discussed some ongoing projects, such as the Scheels development and the former Pillsbury site.

What can we do to help? Here are some tips:

• Speak positively about our community

• Be friendly and welcoming to visitors

• Support local businesses

• Support new projects coming into the community

• Get involved

• Become a Thrive Ally

Q & A Highlights

Ryan and Shelley concluded by answering questions from the audience, including:

Q: What types of businesses are good fits – in terms of attracting them to this area?

A: Warehousing, the medical/health sector, agriculture, and data centers

Q: What do you do when bad things happen in the community (and make headlines), such as the Sonia Massey shooting?

A: Most important: Be honest and transparent. Don’t be dismissive when site selectors or other people ask about those bad things. With regard to the Massey shooting, for example, it’s helpful to talk about the creation of the Massey Commission and Springfield’s historic role, such as the “Race Riots” in the early 1900s that led to creation of the NAACP. 

In conclusion: Many thanks to Ryan and Shelley for their insights and their time!