SAN DIEGO – Cook + Schmid, a full-service public relations, public affairs, advertising and marketing firm,  was selected by the City of Carlsbad’s Community and Economic Development division to develop a strategic place-branding and marketing program to attract talented workers and entrepreneurs to the city.

Cook + Schmid will develop branding recommendations and strategic communications planning, emphasizing online and social media engagement.

“Carlsbad is a hub for the innovation economy with a culture that encourages an active lifestyle,” said Jon Schmid, Cook + Schmid’s president and CEO. “Place branding and talent recruitment are unique challenges that differ from tourism-related marketing and are critical to maintaining the region as an economic powerhouse.”

Carlsbad offers a unique California-casual culture and characteristics that reflect work/life balance, diversity and quality of life. Its key industries include action sports, life sciences, high-tech, clean tech and creative industries.

The goal of the campaign is to amplify interest in Carlsbad among highly educated, skilled professionals who want an active lifestyle and a fulfilling career. Cook + Schmid’s unique online engagement tools enable the firm to find and target individuals who fit the profile of the perfect Carlsbad employee or business owner.

About Cook + Schmid

Cook + Schmid is a full-service marketing, advertising and public relations firm in San Diego, CA. Clients include private and public companies, organizations, institutions, and government agencies. Cook + Schmid offers multi-cultural marketing and public outreach, as well as social media, website, interactive, and mobile application development. For more information, please visit