Menu

Samples

We Don't Coast Synopsis - Greater Omaha Chamber of Commerce

2015 ACE: Award of Excellence

To overcome Omaha’s flyover perception, the Greater Omaha Chamber launched a regional brand and image initiative based upon extensive research showing that Omaha ranks highly against other metro areas across the country, but lacked an identity. The Chamber led the charge convening thousands, to create a cohesive, recognizable brand that effectively communicates our region’s attributes, character and “can do” spirit. We Don’t Coast was created to tell the world who we are, where we are and how we operate. This multi-faceted campaign was developed to use across the region to share our story; positively communicate our character; and grow, retain and attract the business and talent we need to thrive.


Date: August 10, 2015
Organization: Greater Omaha Chamber of Commerce
Chamber Website: http://www.omahachamber.org
City: Omaha, NE
Community Peer Group: Metro Cities
Revenue Category: $2,000,001 and up

We Don't Coast Synopsis - Greater Omaha Chamber of Commerce

To overcome Omaha’s flyover perception, the Greater Omaha Chamber launched a regional brand and image initiative based upon extensive research showing that Omaha ranks highly against other metro areas across the country, but lacked an identity. The Chamber led the charge convening thousands, to create a cohesive, recognizable brand that effectively communicates our region’s attributes, character and "can do" spirit.

We Don’t Coast was created to tell the world who we are, where we are and how we operate. This multi-faceted campaign was developed to use across the region to share our story; positively communicate our character; and grow, retain and attract the business and talent we need to thrive.

Brand creation: 16 creative dynamos from 15 local agencies participated in an intensive two-day design charrette, tapping each individual’s area of expertise. Brand concepts were then rotated among small groups to ensure group-wide ownership.

Overall Brand Strategy

Tactics: To meet the growing workforce needs of the future, Omaha cannot remain a 'best-kept' secret, but needs to seize the opportunities to be a place known for innovative businesses, quality of life options and world-class talent. As a first step in approaching talent recruitment efforts the Chamber utilized the brand through two distinct ways;

  1. Launched WeDontCoast.com, a talent recruitment website, to showcase the Omaha community. Since the launch more than 9,761 visitors have engaged with the site. Company HR recruiters are trained and actively use it as a tool when trying to change perceptions of Omaha. Feedback has been very positive from both local and out-of-town users.
  2. A campaign was created to proactively target Seattle tech workers and educate them on the job opportunities available. Efforts were focused around two approaches - guerilla marketing and social media. Key messages comparing quality of life, job opportunities and our tech community earned 500,000 Seattleites impressions.

Results

Long-term strategy: The success of We Don’t Coast lives through grass roots momentum. The Chamber is working with local businesses and community events to encourage brand usage and local buy-in. Currently, more than 160 companies/events have used the brand in some form and over the next five years we hope to engage more than 500 businesses/events. Social media presence has been strong, with more than 3,200 followers across three platforms since launch in Aug. 2014. Targeted strategies are in place to increase followers to 10,000 within the next five years sparking conversations daily around #WeDontCoast.


Links to accompany submission:

We Don’t Coast Brand Creation
Brand Launch video
Brand Process video

Talent Recruitment Efforts
WeDontCoast.com

Seattle Campaign webpage
Seattle Guerilla marketing efforts
Seattle Social media efforts

Go Back | Send this page to a friend
OFFICIAL CORPORATE SPONSORS
Accrisoft is an Official Corporate Sponsor of ACCE American Express is an Official Corporate Sponsor of ACCE Aventura World by Central Holidays West is an Official Corporate Sponsor of ACCE, the Association of Chamber of Commerce Executives Benfits Trust is an Official Corporate Sponsor of ACCE Citslinc is an Official Corporate Sponsor of ACCE Grow With Google is an Official Corporate Sponsor of ACCE New Insperity Market Street Services is an Official Corporate Sponsor of ACCE, the Association of Chamber of Commerce Executives The U.S. Chamber is an Official Corporate Sponsor of ACCE Vistage is an Official Corporate Sponsor of ACCE
SILVER SPONSORS
Avalanche Consulting sponsors ACCE, the Association of Chamber of Commerce Executives CardConnect sponsors ACCE, the Association of Chamber of Commerce Executives Constant Contact POWER 10 sponsors ACCE, the Association of Chamber of Commerce Executives Resource Development Group sponsors ACCE, the Association of Chamber of Commerce Executives United Networks of America is an Official Corporate Sponsor of ACCE YouScience sponsor ACCE, the Association of Chamber of Commerce Executives
Sponsorship and advertising opportunities Association of Chamber of Commerce Executives