April 6 2021
Creative/Agriculture/Food,Employment/Workforce,General,Regional/County Profiles

Capital Region Unveils Brand & Talent Attraction Campaign

Partnership between Center for Economic Growth & Alliance for the Creative
Economy, others, worked to develop key elements

(Albany, N.Y.) – The Center for Economic Growth (CEG) and Alliance for the Creative
Economy (ACE) partnered to develop a brand and tagline to help create an identity for
the region, celebrate pride of place, and attract new residents and talent.

The new brand, CapNY, and the tagline “Capable of Anything,” are a culmination of
work between CEG and ACE, as well as local agencies Collectiveffort, Fingerpaint, and
Overit. The branding work led by ACE informed the talent attraction campaign, which is
spearheaded by CEG. A new website developed by ACE for CEG, www.gocapny.com
and its associated social media channels will act as key modes of communication to
interact with the brand; they also serve as primary platforms to market the region for
talent attraction.

The idea to create a brand came from ACE’s early conversations among the region’s
creative and business communities and the fact that the region did not have a way to
talk about itself, or to the world. The eight counties that make up the Capital
Region–Albany, Columbia, Greene, Rensselaer, Saratoga, Schenectady, Warren, and
Washington–offer unique and attractive attributes that should be showcased. The brand
provides a way to tell a cohesive story about the region and communicate its values.

By branding and marketing the eight counties that make up CapNY as a whole, as
having more than 1 million residents cumulatively, we are positioning the region as a
Top 50 player “metro region” with distinct competitive advantages.

The talent attraction campaign focuses on Millennials and Gen Z, who are the most
mobile generations and make up more than half of the US population. The campaign
will collaborate across industry sectors and organizations to attract and retain talented
diverse people who want to live here because of its lifestyle and opportunity: vibrant
urban centers, affordability, educated workforce, cultural assets, recreation, creative
businesses, innovation, and proximity to major international cities.

CEG and ACE believes that developing a brand that encompasses 1 million residents,
24 higher education institutions, affordability, culture, and the unique lifestyle of the
Capital Region, will gain the attention of the millions of people who live within 180 miles
outside of Albany.

“The CapNY campaign was homegrown by champions of the Capital Region,” said
Maureen Sager, Executive Director of ACE and Lead Consultant of the CapNY Initiative.
“Collectiveffort, Fingerpaint, and Overit, gave their time and industry-leading expertise to
help develop the brand elements. Dozens of young writers and photographers
contributed their talents and vision. Everyone who built the site cares, has a deep pride
of place, and we’re proud to say that it shows in the finished product.”

“Three agencies coming together to do any kind of work is rather unique, but it speaks
to the core of this region,” said Patrick Harris, Jr., President, Collectiveffort. “I feel the
majority of us are actively building a culture where people and our collective
growth/well-being is a priority. It’s an opportunity to do life differently, and we aren’t
taking it lightly.”

“We all want to see the Capital Region grow; grow in knowledge, talent, and creativity,”
said John D. Bennett, MD, President and CEO of CDPHP, campaign investor, and CEG
Board Chair. “This campaign will help us attract the right people for the job, while
highlighting the wonderful opportunities that already exist.” added Bennett.

“CapNY shows young professionals their direct role in writing the Capital Region’s next
chapter,” said Matt Markham, Vice President for Communications at Albany Med, which
is also a campaign investor. “As someone who first came to the area in his 20s, I
understand the tremendous value CapNY offers others discerning a move. We look
forward to integrating CapNY into our own recruitment materials and would encourage
other businesses to do the same. Thousands of people bring their distinct talents
together to achieve Albany Med’s mission and, in the same way, we are proud to join
area organizations in promoting a sense of pride for our home and purpose and
belonging for those we look to welcome.”

“The Capital Region is an exciting and thriving place to live and work, and it’s time we
celebrate all that this region has to offer,” said Ellen Sax, MVP Health Care’s Vice
President of Community Engagement. “This campaign, which highlights the region’s
countless opportunities for millennials and Gen Z, will undoubtedly have a lasting impact
on the area’s economy and ability to attract and retain talented and creative individuals
to our community. MVP is extremely proud to support and be a part of this initiative.”

There is a nationwide trend of Millennials and Gen Z leaving high-cost cities for more
affordable midsize markets, which began before the pandemic, and has since
accelerated. The talent campaign will target individuals in Boston and NYC through
social media placements to raise awareness and compel individuals to explore a life
and career in CapNY. Furthermore, it will seek to increase the availability of highly
skilled talent within our growth industries, help diversify talent, retain local graduates,
and provide local businesses with tools to help recruit new employees.

The brand development and talent attraction campaign was made possible through
investors who believe in our region, without whom, this effort would not be possible.
The local investors are: Albany Medical Center, Berkshire Bank, Cap Com Federal
Credit Union, Capital Region Chamber, CDPHP, CDTA, Chet Opalka, Ellis Medicine,
Fenimore Asset Management, Goldman Sachs Ayco Personal Financial Management,
Graypoint, Key Bank, MVP Health Care, National Grid, Nigro Companies, Nordlys
Foundation, Pinnacle Human Resources, Price Chopper/Market 32, Regeneron,
Rensselaer County Regional Chamber of Commerce, Rivers Casino & Resort
Schenectady, Rosenblum Companies, St. Peter’s Health Partners, Stewart’s Shops,
Thompson & Johnson Equipment Co., Tri City Rentals, Vicarious Visions at Blizzard

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About the Center for Economic Growth (CEG). The Center for Economic Growth (CEG) is
dedicated to driving economic growth in New York’s eight-county, 1.1-million-person Capital
Region. As the nonprofit regional economic development organization, we do this by attracting
investment and talent; growing manufacturing and workforce capabilities, leveraging industry
clusters, and developing the entrepreneurial ecosystem. We serve as a catalyst and work with
partners and stakeholders to prepare the region to compete and move high-impact strategies
and projects forward. An affiliate of the Capital Region Chamber, CEG is supported by investors
in business, government, education, and the nonprofit sectors who are committed to sustainable
economic growth and shared prosperity. For more information, visit www.ceg.org.

About Upstate Alliance for the Creative Economy (ACE). ACE undertakes projects that
Advocate, Convene, and Educate those inside and outside the region about all the cultural and
Creative Economy assets and opportunities that the 8 counties of the Capital Region have to
offer. By emphasizing the power of regional aggregated data to include 1.1 million people, 24
higher ed institutions, hundreds of Cultural assets, tens of thousands of Creative workers,
gorgeous landscape, historic significance, and proximity to NYC, Boston and Montreal, ACE is
organizing and leading a conversation where the region can be seen as a national economic
player that’s much more than the sum of its parts.

Funding Partners