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= Omaha – We Don't Coast = We Don’t Coast is the regional brand launched by the Greater Omaha Chamber to promote Omaha, Nebraska and the 30+ communities who make Omaha – Greater Omaha.

The brand was created in 2014 by 16 creatives from 15 different local agencies to use across the region – in creative and fun ways – to share Omaha’s story; positively communicate the City’s character; and grow, retain and attract the business and talent needed to thrive.

= About = To continue driving growth to Omaha’s strong, diverse economy, the Greater Omaha Chamber knew it needed to increase the visibility and awareness of the region. Being called a “best-kept secret” wasn’t going to take the community where it needed to go. An image and perception of Omaha needed to be created.

Why

Omaha is a vibrant place to live and work, a region flowing with innovative businesses, a superior quality of life and a world-class workforce. It was time to tell the world – with a unified voice – who Omaha is, where Omaha is and how the City operates. Proudly. Authentically. Unapologetically.

= Process = The Greater Omaha Chamber spent more than a year reviewing other community brands and processes. Findings determined Omaha’s needed to be locally driven and inclusive – it should be considered “the community’s brand,” and not solely the Chamber’s.

The Research Phase (Nov. 2013 – March 2014)

Used to gauge perceptions of the region. The Greater Omaha Chamber conducted a comprehensive scan of:

·       Data gathered from community or organizational surveys/market research about Omaha’s perceived strengths and weaknesses, including visitor perceptions

·       General demographic data published about the region

·       Media coverage

The Chamber also solicited community and stakeholder input:

·       Interviewing 42 stakeholders and elected officials

·       Gathering public input from a survey of more than 600 individuals

·       Conducting visual mood board exercises with more than 150 people across the six-county region to help find consensus and commonality about a regional brand. The end result assisted in visual direction and the conversations helped to provide conceptual direction.

Design Charrette (April 29 – 30, 2014)

To jumpstart development of the brand, the Creative Task Force participated in an intensive two-day design charrette that tapped each individual’s area of expertise – brand strategy and research, visual design or copy writing. Brand concepts were rotated among small groups at the recommendation of the Task Force to ensure group-wide ownership of each concept.

Experts from the Marketing Task Force and Agency Leaders Group were brought in to provide important input. By the end of the charrette, one concept emerged as the strongest, most effective brand story for the Omaha region.

Presenting & Refinine (May – Aug. 2014)

After a successful charrette, the next step was to begin introducing “We Don’t Coast” to stakeholders and partners across the six-county region. The concept was presented on multiple occasions where feedback was gathered and the Greater Omaha Chamber worked to build support and discussed potential uses. All of this occurred simultaneously as the Creative Task Force continued to build out the brand – refining the look and the brand and sub-brand stories.

The Roll Out (July – Aug. 2014)

Without announcement or fanfare, “We Don’t Coast” started quietly showing up in July on street corners and other public places through the region. The campaign was part of a community-wide, grassroots approach to rolling out the brand, organically creating multiple opportunities for seeds of excitement to take root.

The campaign officially launched Aug. 6, 2014.