Rivers of Steel Branding Statement
Submitted by Catherine DeLoughry and Bill Flanagan, Allegheny Conference
September 30, 2015
Background:During a message development session with members of the Rivers of Steel board on August 24, 2015 we set a goal – to develop a message that board members can use during a time of transition for the organization as it explores and completes its proposed merger with RiverQuest. In addition this exercise was intended to inform work on a management/business plan for the combined organizations. During a session on September 24th, the full board endorsed the messaging with a few modifications that have been incorporated into this document.
Participants agreed that “this is the moment when we can make a difference for the organization and the region,” affording an opportunity to bring the organization’s and the region’s stories closer together.
We began with a discussion of audiences board members may need to reach during this time of transition.
Our audiences during the transition (rank-ordered)
One way to think about these audiences is to see them as “investors” in the business plan and in the organization.
- Foundations and Individual Donors
- Elected officials as funders
- Educators/School Districts/K-12
- Post-secondary schools
- Media
- Industry, including corporations and labor
- Arts community, both performing and visual
- Tourism Promotion Agencies
- General Public, especially Millennials, children and grandparents
- Partners including local historical societies and cultural organizations
- Contiguous communities that surround our sites.
- Film and video production
- Environmental groups
What is Rivers of Steel?
A national heritage area, Rivers of Steel tells the living story of our region, yesterday, today and tomorrow. We “connect the dots” as well as sites throughout our region, sharing the depth of our history from the experience of Native Americans through the industrial revolution and steel era to the restored rivers and riverfronts of today.
- The story that connects people to their roots in this region is authentic, grounded in the reality of yesterday and today.
- Our story resonates with Millennials and the arts community, who celebrate and engage with our heritage.
Why are you merging with RiverQuest?
Rivers of Steel has remade itself, as has the region we serve; we are a transformative organization in a transformative place that has beenon the frontier, yesterday and today, and it will be into the future. Our merger with RiverQuest can be the vessel for enhanced visibility in telling the story of our region.
Why invest in us (the value we bring)?
Rivers of Steel has stood the test of time while changing with the times. We have a track record, celebrating our 25th anniversary in 2017. We recognize opportunity and have a strong entrepreneurial spirit while demonstrating good management and practicing due diligence
- We are regional, with a history of connecting and revitalizing communities, with potential to grow.
- We provide unique assets to tell the story from the Carrie Furnace and machine shop to our tourism services, our new boat and related programming, providing a set of assets and outreach throughout eight counties of southwestern Pennsylvania.
- We are critical to the successful redevelopment of the Rankin site in Allegheny County.
Why Now?
Rivers of Steel is in a unique position to find synergy among all the stakeholders in our rivers and our heritage, as well as the communities we serve.
- The merger with RiverQuest will make us even better at connecting students and educators to our rivers and our sites.
- We will have the potential to reach out along our rivers to educate students about our history and to create innovative arrangements to deliver science education and programming through partnerships with educators and organizations such as the Carnegie Science Center.