The campaign that changed Ohio’s view on business
The Ohio Chamber of Commerce is an organization whose mission is to create a more favorable environment for businesses across the state. One of their key challenges was shifting public perception and encouraging support for business-positive policies.
During my time at Cult Marketing, I helped develop a statewide campaign designed to address this challenge and reframe how Ohioans view business.
ClientOhio Chamber of Commerce
ServicesCampaign Development
Concept Development
Art Direction
Pre-Production
Website Design & Development
Insights
Research revealed a segment of the population that held negative perceptions of businesses. Many Ohioans believed businesses prioritized profit over people. There was skepticism around job security, local investment, and overall impact.
At the same time, there was a lack of awareness around the positive role businesses have on local communities, including job creation, economic growth, and support for public services.
Strategy
The campaign focused on reframing the role of business through real, relatable stories. We highlighted the ways businesses support workers, families, and communities across the state, centered around the message: Ohio Businesses…Good for Life.
My role focused on bringing this campaign to life visually across multiple channels. I contributed to concept development and execution, including storyboarding, pre-production planning, and art direction on set. I also led the design and development of the campaign website, ensuring a cohesive experience across all touchpoints.
Results
The campaign launched across TV, digital and paid social, outdoor, and a dedicated website.
A pre- and post-campaign survey showed a measurable shift in perception, helping move the target audience toward a more positive view of business in Ohio.
