Faces and Markets of PRGN is a new series of blog posts in 2024 that puts PRGN member agencies and their markets in the spotlight.
Each week, expect to read about a market from an economic, business and communications point of view, brought to you by the very people living and working on the ground in that country, state or region.
The blog pieces illustrate the vast amount of in-depth knowledge of business, media, communications and marketing PRGN brings together having presence in more than 40 countries and 70 cities on six continents through its member agencies globally.
In this week’s blog post, Brad Kostka, President of Roopco in Cleveland, Ohio, describes the business and communications environment in Ohio and offers advice to businesses navigating his home market.
Ohio Boasts a Thriving Business Environment
Marked by a diverse economy and a central geographic location in the U.S., Ohio’s business landscape is a prime destination for companies seeking growth and opportunity. Like many other Midwestern U.S. states, Ohio offers strong industry clusters, booming infrastructure and a supportive business environment focused on the value of personal connections. Within the Ohio market in particular, manufacturing and healthcare are leading the way in driving strong economic expansion across the state and surrounding markets.
Cleveland, Ohio | Shutterstock
At the heart of Ohio’s economic strength is its robust manufacturing sector, which has long been considered a cornerstone of the regional economy. With a skilled workforce and access to advanced technologies, Ohio continues to attract manufacturing companies looking to innovate and expand their operations. From specialty coatings to transportation and aerospace, Ohio’s manufacturing sector spans multiple industries—driving opportunities for job creation and economic growth throughout the state.
Ohio is also a central hub for healthcare innovation and excellence. Home to world-renowned healthcare institutions like the Cleveland Clinic and University Hospitals, Ohio boasts a thriving healthcare ecosystem where much of the latest research, development and cutting-edge medical technologies are born. This has positioned Ohio as a leader in medical research, patient care and healthcare delivery. As the demand for quality healthcare services continues to rise, Ohio’s healthcare sector offers no shortage of opportunities for companies specializing in medical devices, pharmaceuticals and healthcare technology.
Communications Landscape in Ohio & the Midwestern U.S.
Local media outlets and community-driven narratives are incredibly popular. While national media certainly has a presence, Ohioans often turn to local newspapers, radio stations and digital platforms for their news and information. Building strong relationships with local reporters can be instrumental in helping to shape your brand’s narrative and connect with audiences on a grassroots level.
With digital platforms, there is a huge emphasis on LinkedIn for B2B communications. This platform presents a unique opportunity for industry thought leaders to share original, thought-provoking content and engage in meaningful discussions that bring a unique perspective to industry-specific topics. LinkedIn content also tends to have a longer lifespan, which lends itself to higher visibility and engagement.
Yet, while digital communication channels play a key role in our media landscape, face-to-face interactions and personal relationships remain highly valued in Midwestern U.S. states like Ohio. Taking the time to engage in local networking opportunities, community events and civic organizations can help to build trust and credibility for your brand within the Cleveland community. For example, those in manufacturing or healthcare could consider participating in trade shows or collaborating with local industry associations.
Key Expertise Offered by Roopco
Roopco is a strategic content marketing agency that primarily serves B2B manufacturing companies seeking to amplify their communications. Our firm specializes in crafting and disseminating compelling content that helps our clients increase their brand awareness, generate qualified leads and close sales.
Brand Strategy
Content Creation
Media Relations
Digital Marketing
Investor Relations
Top Advice for Companies Navigating the Ohio Market
1. Tap into the Power of Local Networking:
Much like in many Midwestern U.S. states, personal connections matter to Ohioans. By taking the time to build relationships with key stakeholders such as business leaders, industry professionals and community influencers, your brand’s reputation and visibility in the region will thrive. Attend networking events, join industry associations and participate in business forums to share industry insights and expand your network within the Cleveland business community. Be genuine in your interactions, offer to collaborate and focus on how you can provide value to others.
2. Boost Visibility Through Trade Media:
Within the Ohio market, trade media plays a crucial role in shaping industry narratives and influencing key decision makers. To enhance your brand’s visibility and credibility in the region, prioritize building strong relationships with trade media outlets relevant to your industry. Identify the trade publications and industry-specific reporters covering your sector, then reach out to them proactively with compelling story pitches, expert insights and exclusive content that adds value for their audiences. This will help position your company as a thought leader and go-to resource within your industry, ultimately boosting engagement among key stakeholders in the region.
3. Authenticity is Key for Brand Strategy:
Authenticity resonates within the Midwestern U.S., but especially with Clevelanders. When crafting your brand’s messaging and communications strategy, prioritize authenticity and transparency to build trust with your target audience. Instead of generic marketing tactics, highlight your brand’s genuine commitment to serving the needs of Ohio communities. Whether it’s highlighting philanthropic initiatives, showcasing employee stories or sharing community partnerships, authenticity will set your brand apart and foster long-term loyalty among consumers.
Most Influential Media for B2B Communications
Several business outlets within the Ohio market are popular among professionals, entrepreneurs and investors who want to stay informed on the state’s business landscape. These include Crain’s Cleveland Business, Ohio.com, Columbus Business First, Cincinnati Business Courier and Dayton Business Journal.
Trade media is also incredibly influential among key decision makers within the B2B space, although specific publications will vary by industry. Within the manufacturing sector, for example, Industry Week and Manufacturing Today are two of the most well-read publications. However, a coatings manufacturer may target more niche media like PCI Magazine and Coatings World in addition to these publications.
On a national scale, several large business media outlets are widely recognized and influential among audiences who have a particular interest in finance, economics and business news. Some of the most popular include the Wall Street Journal (WSJ), Forbes, Bloomberg, CNBC and Fortune. These national media outlets play a key role in shaping public discourse, influencing market sentiment and providing valuable insights for business leaders, investors and policymakers across the United States.
Top B2B Social Media Channels in the U.S.
LinkedIn: 214+ million users (30% of U.S. adults), used by 80% of B2B marketers
X/Twitter: 76.9+ million users (22% of U.S. adults), 38.5% of users are aged 25-34
Facebook: 175+ million active users (68% of U.S. adults), 62% of brands see ROI
YouTube: 230+ million active users (83% of U.S. adults), 62% access daily
Slack: 35+ million daily active users, used by 65% of Fortune 100 companies
Over his three-decade career, Brad has provided strategic communication counsel with a focus on brand strategy, integrated communications, media relations and investor communications. He has worked with numerous organizations throughout the Midwestern U.S. and beyond —from global, publicly traded corporations and B2B manufacturing businesses, to professional services firms and local startups. Active professionally, Brad serves as treasurer for the Public Relations Global Network. He has also served on the board for ACG Cleveland, where he led its branding function, and is past president of the Cleveland chapters of the Public Relations Society of America and International Association of Business Communicators.
