Start focusing consistent positive attention, from many angles and sources, to the concept of the Richmond Region.

Push forward the process of creating a Regional Identity and branding that identity.

Focus on the James River as the icon that connects us all together in the Region.

Primarily target the individual, business, and organizational members of the Richmond Regional Community, not the governments, in an effort to create true social change in thinking about the Region, including considering the concept of a Regional Governing Body.

Increase the discussions and actions related to Regional Collaboration and Cooperation immediately and significantly.

Make sure that people throughout the community start to see, hear and say the words Richmond Region again and again.

Create increasing support for strengthening the core of the Region – The City of Richmond.

Be consistently fun, lighthearted, positive and accurate in all Campaign efforts.

Highlight Regional Collaboration success stories and ideas.

Draw attention to the Richmond Region from outside the Region.