|
|
| |
 |
|
|
January 27, 2005
'Brand Oregon' recruiting California business to Oregon
Marketing group applies success with commodities to promoting Oregon's "business friendly" environment |
|
This week, Brand Oregon ad agency Wieden+Kennedy shipped the first advertisement in a six-month-long business recruitment campaign targeted for California and national business trade magazines. In the ad, Governor Kulongoski asks business owners contemplating relocation from other states to send him an email, with the invitation to "Come for a week. Stay forever."
Brand Oregon, working with the Oregon Economic and Community Development Department (OECDD) and the Oregon Economic Development Association, created the business recruitment ad to capture interest in the state that, in 2004, was rated as one of the top ten "business friendly" states in the nation.
With a $150,000 media budget, the campaign kicks off in nine February publications targeted to a California-based, business-oriented market. Total impressions resulting from the ad is estimated at 6,743,300. "The overall goal is to reach top decision makers at small- to medium-sized businesses headquartered in California who may be seeking more cost-effective business-operation locations," said Debby Kennedy, director for Brand Oregon.
Brand Oregon's media plan includes ad placement in these publications: Alaska Airlines, Expansion Management, Site Selection, Business Development Outlook, Business Journals in Sacramento and San Jose, the San Francisco Business Times, Fortune Small Business and California CEO. The ad ran previously in the Fall & Winter edition of the Oregon Tourism Commission's Travel Oregon and in a new publication, Land Development Today.
Brand Oregon expects the ad campaign to be reinforced by recent reports of Oregon's "business friendly" environment. Last month, the Corporation for Economic Development named Oregon to its "honor roll" of seven states that were graded on 68 economic indices. It ranked the state 10th best for nurturing new companies, which capitulates other recent rankings: The 2003 Cost of Doing Business Report by the North American Retail Dealers Association listed Oregon's cost of energy as lower than 40 other states. Last October, the Wash. D.C.-based Tax Foundation rated Oregon 10th best for its "business friendly" tax structure. And in December, the Department of Consumer and Business Affairs released its 2004 report of state workers' compensation rates in which Oregon was named 10th most affordable, up seven positions since 2002.
"Added together, these ratings suggest we are building a solid economic environment that is favorable for entrepreneurs, small business and big industry alike," said Governor Ted Kulongoski. "When businesses evaluate site locations, Oregon will be popping up on the radar more often, more favorably and in more categories."
Marty Brantley, OECDD Director, considers California businesses ripe for movement. In December, California-based Amy's Kitchen, which has been working with OECDD development officers since April 2003, announced its intention to site a second processing plant in Oregon. When built, the new facility will create approximately 200 jobs. Andy Berliner, co-founder and President of Amy's Kitchen, said the site in Medford was selected for its low operating costs, proximity to organic raw ingredients and the fit of the local environment with Amy's culture, among other factors.
It's just the sort of business Brand Oregon hopes to attract with its recruitment ad. "Our objective is to build awareness among out-of-state companies that Oregon is a prime location for business relocation and expansion," said Kennedy.
Brand Oregon, launched in December, 2003, was designed to bring positive economic returns to Oregon businesses and the state's economy as a whole through coordinated communication and marketing efforts. With its Spring 2004 seafood campaign, the Brand helped increase sales of Oregon Seafood at some stores by as much as 76 percent. During its Oregon Bounty campaign in November—a promotion celebrating the state's wine, cheese, pears and hazelnuts—traffic at Oregon wineries increased by as much as 60 percent. Brand Oregon campaigns are possible through multiple public and private enterprise partnerships, plus in-kind donations of media space, creative talent and other marketing resources. Learn more by visiting http://www.oregon.gov/BRANDOREGON/.
The Oregon Economic and Community Development Department works to strengthen the state's economy and put more Oregonians to work in good jobs. By partnering with private sector organizations and working closely with local communities, the department creates opportunities for business expansion, creation and relocation. For more information about doing business in Oregon, call the OECDD at 1-866-4OREGON (1-866-467-3466) or visit http://www.oregon4biz.com/ and http://www.oregonprospector.com
|
|
|
