By The Herald Editorial Board

The challenge in getting potential new industries and employers to consider Snohomish County communities for development and new jobs, says County Executive Dave Somers, is being seen amid the shadow cast by its neighbor to the south.

“Seattle is recognized,” he said last week during a meeting with The Herald Editorial Board. “Everett? Not so much.”

“It’s been my mantra that Snohomish County needs to shine through,” Somers said.

But Seattle has its own challenges. Against a skyline punctuated with construction cranes, Seattle’s success can raise second thoughts among potential suitors over jammed interstates, soaring housing costs and occasional ham-fisted attempts to deal with that growth — cough (head tax) ahem.

The solution could be an effort that allows King County’s neighbors in Snohomish and Pierce counties to shine through more, while at the same time alleviating some of Seattle’s pressures of success: using economic promotion of the region as a whole.

That’s the plan behind an effort led by former Gov. Chris Gregoire to gather the three counties’ government, business and other leaders to work together to promote the larger region rather than losing opportunities in parochial fights. Gregoire currently leads a private-sector initiative, Challenge Seattle, that is focused on goals for education, infrastructure and jobs in Seattle.

In the planning for more than a year and with contributions of nearly $2 million to launch the effort, Gregoire and partners are getting ready in the coming weeks to announce a name and logo, introduce the organization’s executive and leadership boards, hire a CEO and issue a request for proposals for a strategic plan.

What the three-county region, with a population of 3.9 million, has to offer includes major marine ports and airports, inexpensive electricity, an educated workforce, good schools and colleges, abundant recreational and cultural resources and livable neighborhoods, all bordered by natural beauty. But you knew that.

What potential employers outside the state likely don’t know are opportunities available at the Port of Everett’s waterfront, at Paine Field, at the Arlington-Marysville Manufacturing Industrial Center and elsewhere throughout the county.

A regional approach won’t be charting an unknown course.

Many of the same leaders involved with Gregoire’s effort most recently partnered with the state to make their pitch to the Boeing Co. that it should build its next midsize airliner, informally dubbed the 797, in Washington state. That effort commissioned a report by the aerospace consultant, Teal Group, which weighed the advantages and disadvantages to Boeing of the state against those of other potential locations, including Ohio, North Carolina, Kansas and Colorado.

The report’s conclusion by the Teal Group’s Richard Aboulafia, as reported earlier this month by The Herald’s Janice Podsada: “Washington isn’t No. 1 in everything, but Washington was on top by a very healthy margin.”

With the case made for Washington as a whole, individual communities such as Everett, Renton and elsewhere in the state, including Moses Lake, are now in a better position to outline their particular advantages to Boeing.

The effort that Gregoire is leading would expand that beyond attracting one company in one industry.

It’s being developed following study of similar efforts where the approach has been successful, including Austin, Texas; Houston; and Columbus, Ohio. Opportunity Austin, for example, promotes the five-county region surrounding Austin that is home to about 2.1 million people.

The regional organization, Gregoire said, isn’t intended to supersede the work of local governments, business and economic groups, such as Economic Development Snohomish County, the Puget Sound Regional Council and the Washington Roundtable. Instead, it will work with those groups, who have a freer hand to advocate for policy initiatives and investments in infrastructure, transportation, housing, education and other needs.

Everett Mayor Cassie Franklin, who participated in the interview process for the organization’s CEO, is supportive of the approach, though she said it will require a change in mindset for some officials to think regionally before acting locally.

“But with strong leadership, this will help us,” Franklin said.

Government officials, businesses and related groups in the county should make the necessary investments in time and financial support to participate in the new effort and step forward from Seattle’s shadow.