Why This Effort?

The Framework

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Initiative Tracker -- Brand and Market Oregon More Aggressively. Harness the marketing prowess of Oregon businesses, industries, and state agencies under a unified brand to better position Oregon as a destination for visitors, a desired site for business investment and relocation, a great place to live for current residents and the future workforce, and a producer of high quality goods and services.  The overarching goal for Brand Oregon is to focus on creating positive economic returns for the state and its businesses.

Business Initiative Leaders: Randolph L. Miller, The Moore Company. Let us know what you think.

Public Sector Partners: Brand Oregon Office, Oregon Department of Agriculture, Oregon Economic & Community Development Department, Oregon Forest Resources Institute, Oregon Tourism Commission.

Agenda for 2006:

Cluster marketing campaign.  A major new initiative for 2006 is the creation of marketing campaigns for several of the state's clusters. Launching in January of 2006 is an advertising campaign targeting the digital display cluster, followed by a campaign targeting the sporting goods cluster.  The OECDD should review all OBP cluster submissions to find further opportunities, and add additional cluster marketing campaigns where funding is available.  Possibilities for marketing campaigns include:

  • Marketing Oregon as a leader in open technology to let industry outside the state know about Oregon’s depth of corporate, community and university open technology assets.

  • Highlighting the renewable energy success stories in the region and advertising Oregon’s wealth of opportunity for clean energy & energy technology companies.

  • Marketing state and local business advantages, incentives, and Oregon bioscience company assets in national and international venues.

  • Marketing the regional Defense Industry to improve the internal and external perception of the region’s Defense Industry

General Business Recruitment.  We are optimistic that additional funding will become available in 2006 to continue our general business recruitment campaign, as we believe that consistency of message is critical.

 

Agricultural Cross Promotions. We plan to continue to support of successful Oregon bounty program throughout '06 and are exploring the concept of a Coastal Bounty promotion that would include a partnership with the Dungeness Crab Commission, The Trawl Commission, and the Salmon Commission along with the Oregon Coast Visitors Association.

Innovation Tie. Develop partnerships and campaign materials with the Innovative Economy initiative, working with OECDD, Oregon Inc. and the private sector. 

Expand the Brand.  Brand Oregon will continue to work to find new partners in its ongoing effort to create positive economic returns for the state and its businesses. By teaming up with companies and clusters to leverage combined resources, Oregon's traded sector industries can gain an important boost by speaking with one voice to tell the Oregon story.

View our list of accomplishments on this initiative since the creation of the Oregon Business Plan in 2002.

Give us your feedback on this initiative, at our comments page.

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Key Links - Documents, Websites, News, & Bills:

Documents

Websites

News

Bills

  • House Bill 2267 -- Provides Additional Funds for Tourism Marketing (Signed September 2003)

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Give us your feedback on this initiative, at our comments page.

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