ROC2025 is a powerful new alliance of economic development organizations dedicated to making Rochester, New York, one of the most dynamic and rapidly growing regional economies in the U.S. Led by President and CEO Joseph Stefko, ROC2025 has recently named Dixon Schwabl, Meshin Movement and Optic Sky its collaborative marketing partners who will lead the ROC2025 branding and launch campaign this year.
“ROC2025 is a significant opportunity for our region — an opportunity to dramatically expand how we compete for jobs, investment and talent,” Stefko said. “It’s an investment in a stronger and more vibrant future for the Rochester region. A vital part of that investment involves building a powerful and bold new identity for our region — galvanizing pride of place, reasserting our story on the national stage, and creating an energy and buzz that fuels our work to recruit companies, retain and attract talent, and drive attention to our wins. With Meshin Movement, Dixon Schwabl and Optic Sky, we have the right team in place to build and activate that bold identity for and with Greater Rochester.”
As one team, Dixon Schwabl, Meshin Movement and Optic Sky will have different areas of focus throughout the partnership. Meshin will lead the discovery and strategy phase, which is currently underway. This work will develop the strategic approach to building the brand for the region, which will then inform the design brand and campaign work, as well as the marketing plan and official ROC2025 launch. Dixon Schwabl will serve as lead marketing agency across the entire marketing and branding process, with particular executional focus and lead on design and market launch in the second half of the partnership. Optic Sky will bring its unique storytelling perspective to the team throughout the entire project.
ROC2025 alliance organizations include Greater Rochester Enterprise, which serves as the marketing lead for the region today and is leading this branding effort, Greater Rochester Chamber of Commerce, Rochester Downtown Development Corporation, Visit Rochester, and public sector partners from the City of Rochester, Monroe County, and Empire State Development. Through these entities, and with the support of corporate and philanthropic partners, ROC2025 is making coordinated capacity-building investments in talent attraction and retention, business attraction, business retention and expansion, a vital downtown core, and development and activation of the new brand and marketing strategy.
The alliance dates to late 2018, when partner economic development organizations (EDOs) worked with Boston Consulting Group to evaluate the region’s economic performance and define how the business community could accelerate growth in Rochester and the Finger Lakes. ROC2025 was established to help implement that plan and cultivate the additional resources it requires. New resources will enhance the reach and impact of each partner EDO’s current programs, furthering their work to grow the regional economy.
For more information on ROC2025, visit its website and follow ROC2025 on Twitter and LinkedIn.
“We chose the team of Dixon Schwabl, Meshin Movement and Optic Sky because they offer a thoughtful, strategic approach to branding and creative development. We like the way they think, the discipline they bring to the creative process, the finished work and the results they have generated for other clients.”
Staci Henning, Greater Rochester Enterprise Executive Vice President and Chief Marketing Officer
“As three agencies, we represent the best individual strengths the region has to offer. As one team, we bring a level of energy, passion and expertise to create a caliber of work that ROC2025 needs and that only collaboration can deliver. While our team will have different areas of focus throughout our partnership, it is essential that we keep all in the know and involved throughout the process to ensure the best thinking ROC2025 can get is enhanced by the perspective of each partner at the table. It is a true honor for Dixon Schwabl to be at the table for this innovative project for the Greater Rochester region.”
Lauren Dixon, CEO, Dixon Schwabl
“Joining with Dixon Schwabl and Optic Sky to bring best-in-class strategy, branding, marketing and storytelling together is a true demonstration of the power of collaboration for something greater. We’re excited to work with two amazing businesses and the entire ROC2025 alliance group to lift up the passionate and deserving region we call home.”
Laura Nespoli and Mike Tracy, Founders, Meshin Movement
“Our region gains its strength from a multitude of different personalities, specialties and industries. We believe that it is our job to do it justice with the same mixture of talent and perspective. When you bring together incredible strategy, design, visual storytelling, interactive thinking and a love for the Greater Rochester region, the possibilities are endless. We are humbled and proud to be part of this team and to get the chance to work with ROC2025 on this amazing mission.”
Aaron Gordon, Founder and CEO, Optic Sky
About Dixon Schwabl
Dixon Schwabl, a full-service marketing communications firm established in 1987, provides marketing, advertising, public relations, social and digital media, research, interactive and media placement services to more than 100 clients nationally. Based in Rochester, New York, Dixon Schwabl has been ranked one of the 25 Best Small & Medium Workplaces in America by the consulting firm Great Place to Work for 13 consecutive years, including No. 1 rankings in 2008 and 2010. In addition, Dixon Schwabl was ranked the No. 1 Marketing Firm to Work for in America by Great Place to Work and Fortune magazine in 2016. The agency was also named one of the 2010 Top 20 Small Company Workplaces in the country by Inc. magazine and Winning Workplaces, as well as one of the Top Places to Work in PR by PR News in 2010, 2012, 2013, 2014, 2015 and 2016. The agency ranked No. 22 on Ad Age’s 2015 Best Places to Work in Advertising & Media list and was officially certified as a Minority and Women Business Enterprise by New York state in 2016. For more information, visit dixonschwabl.com. Follow us on Facebook, Twitter, YouTube and Instagram.
About Meshin Movement
Meshin Movement is a boutique brand strategy team that helps companies articulate their purpose and translate it across brand, marketing, sales and operations to drive business performance. Established in Rochester, New York, in 2018, Meshin Movement was founded with a purpose to give back to community by revealing the connections that move us in unified spirit. For more information, visit meshinmovement.com.
About Optic Sky
Founded in 2014, Optic Sky was created with the central purpose of bringing an entirely new level of creative and film production to Western New York. Part production company, part post house and part creative consultancy, it has since grown to compete nationally, working with Fortune 100 and 500 companies, top retail brands and tech startups from all over the nation. In the past three years, the company has seen its video campaigns acquire hundreds of millions of views, gain coverage from Adweek, Ad Age, Time, The Washington Post and countless other publications, as well as accumulate national and international industry accolades. In 2019, the company opened an entirely new division, called OSXR, devoted to augmented reality and virtual reality experiences, bringing its narrative thinking to the forefront of technology and tackling new client solutions. To see the work, visit opticskypro.com or follow us on Facebook, Instagram, Vimeo and LinkedIn.