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San Diego Cities Along 78 Corridor Pursue Regional Marketing Strategy To Attract Jobs

Cities along the state Route 78 corridor agree they have more to offer collectively and are joining forces to brand and market themselves as a region, in order to attract businesses and jobs to North County.

Talks on a regional marketing effort began two years ago. The cities of Oceanside, Carlsbad, Vista, San Marcos and Escondido tended to be in competition with each other, but each invested $23,000 to have an area marketing study done and a North County brand created.

Carlsbad Mayor Matt Hall said the goal is to keep growing businesses in the area and attract new businesses to North County.

Photo credit: Promise Yee

Carlsbad Mayor Matt Hall, Feb 2014

“Yes we’re competitive, but if a business is truly wanting to grow and there isn’t space in Carlsbad, we would want them to move to Vista or Oceanside or San Marcos. We want to keep the jobs here locally on 78.”

The logo, brand and marketing strategy of the five cities will be unveiled in May.

Meanwhile cites are taking the next step to sign a formal memo of understanding and each invest $35,000 to hire a marketing partner to create a regional website, materials and implementation plan.

Oceanside City Council approved the memo of understanding Feb. 19. Carlsbad City Council will vote on it March 11. The cities of Vista, San Marcos and Escondido will follow.

Hall said joint marketing would begin in May with a regional campaign and expand to a state, national and international campaign in the not too distant future.

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