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OMAHA WORLD-HERALD MONEY THURSDAY, AUGUST 7, 2014 • 3D Slogan: Closest that chamber oficials had come to any brand before this was O! Continued from Page 1 Then chamber officials will broaden the campaign to a national level by, for example, sending business recruiting teams to other states armed with videos and gimmicks touting the brand and all that the Omaha area has to offer. Companies, agencies and communities, meanwhile, will be encouraged to incorporate and personalize the tag line in their own promotions. Some already have started. Take Washington County, which sported on rodeo para- phernalia: We Don’t Coast, We Cowboy Up. Bags at a farmers market quipped: We Don’t Coast, We grow. While tossing around ideas, the creative team kept coming back to a A Bellevue University “We sketch of the encircled word “coasting” slashed by a red line. Yet the Don’t Coast” billboard adds: We group balked at offering “We Don’t Coast” for consideration as a slogan. build leaders. The chamber’s creative director, Kim Sellmeyer, at left with team members The idea, creative task force KENT SIEVERS/THE WORLD-HERALD Steve Gordon and Jason Fischer, persuaded the team to go for it. members said, is for the phrase to take on a life of its own. CREATIVE USES FOR NEW BRAND native who has lived elsewhere: “Let it live,” said Steve Gor- » » “It’s a very much stand-up-and- Seen on a University of A Pottawattamie County pound-your-chest moment — I’m don of RDQLUS Creative. Nebraska at Omaha electronic billboard, with cyclists in So catchy and loaded with at- from the Midwest, any ques- billboard: We Don’t Coast ... background, says: We Don’t tions?” titude is the statement, Gordon Coast, We Ride said, that task force members We fuel this city An underlying and central » had envisioned Omahans » Social media teased the Says a Cass County placard message, all agreed, is to step up personalizing it and spreading Bellevue air show: We Don’t featuring horseback riding: We your game. the brand like wildfire. Gordon Coast, We Support Our Don’t Coast, We Explore “Good is not good enough,” himself on his way to a party re- Troops. (Anyone feel like going » On a Nebraska wine bottle: Johnson said. “Things can al- cently tweeted: “We Don’t Coast, Mach 1 this weekend?) We Don’t Coast, We Toast ways be improved.” We Boogie.” » A Blair storefront tailored » Designed for a teacher ad: Mayor David Black of Pa- Chamber officials plan to use a message after a hailstorm: We Don’t Coast, We Inspire pillion expects the new brand campaign to draw more outside the slogan on cups, koozies, We Don’t Coast, We Rebuild » An Iowa Western promo smartphone covers and other interest to the region. He said » touting its baseball team: We items. A promotion by Nelson businesses are impressed when Don’t Coast, We Boast At Wednesday’s event, Murphy insurance and an area has regional coopera- T-shirts circulated with the up- investments reads: We Don’t » A chamber economic tion, as reflected in the cam- ward slanting “We Don’t Coast.” Coast, We simplify fi nancial development ad: We Don’t paign development. The attached tag, in part, read: Bellevue University is among those taking up the “We Don’t Coast” theme. planning Coast, We Build “But once you come here, I’m “Here you earn everything you going to fi ght as hard as I can to bring you to Papillion,” he said. get. There is no standstill. No off competitive application process, concepts. double meaning — hard-working The beauty, said Michael Kenneth West, a principal at switch. Only momentum, fueled the chamber hired the 16 cre- They kept coming back to a people and unapologetic pride Johnson of Bozell, is that “We DLR Group, said he was a bit by a drive to let go and do what ative task force members, and sketch of the encircled word for the landlocked Midwestern Don’t Coast” should take on a skeptical when he fi rst heard we love ...” assembled a marketing group “coasting” slashed by a red line. Omaha. different and personal twist for Perhaps the closest the cham- the slogan, but after listening as a “gut check” to review the Yet when it came time to pitch “We want people to pause and each individual and business, ber had to a slogan of late was Wednesday to how it will be team’s choices, Sellmeyer said. four favorite slogans to a cham- say, ‘That’s not what I expect- as is the case with Nike’s “Just O!, said chamber President Da- tailored to the 30 communities, Also having a say were ber committee, the creative ed from Omaha. So what am I Do It.” vid Brown, but that was mostly “it grew on me.” stakeholders, including business team balked at offering the “We missing?’ ” To Jason Fischer of Surreal recognized locally. “There really He thinks it will grab outsid- hasn’t been a brand out there leaders and elected officials Don’t Coast” contender. Furthermore, when Brown Media Lab, a Washington, D.C., ers’ attention and, when they that this replaces,” he said. from the area’s six counties. They thought it was not corpo- learned that the creative task native, “We Don’t Coast” is take a second look at the region, Kim Sellmeyer, chamber cre- In April, the creative task rate or conservative enough for force thought the no-coasting about “owning” the city in which they might better relate to the ative director, said she knows of force met at the downtown chamber types, and considered concept would be too edgy for he chose to live, meshed with a tenacity of a region that he said no other city that has undergone chamber. Away from that spot, saving it for an underground the chamber folks, “We realized “roll-up-your-sleeves attitude.” persevered better than most as extensive a process to come they are competitors. There, the campaign of sorts, emblazoning we were where we need to be.” To E Creative’s Mejia, it’s during the recession. up with a core component of a unifying force was a desire to T-shirts and other items with the The phrase was trademarked. about a central Nebraska Barry Cleaveland, director of branding campaign. Omaha’s es- not let Omaha down, said Esther sassy no-coasting symbol. The chamber bought a URL for girl’s personal journey that led research and development for sentially started about two years Mejia of E Creative. With Sellmeyer’s persuasion, a website, which will morph into happily to Omaha, despite early SilverStone Group, thinks Oma- ago when a consultant told the For two days, the 16 pored though, “We Don’t Coast” was a recruiting tool. thoughts she should go to a big ha will be the topic of a lot of chamber it needed to do a better over surveys, interviews and presented along with three other As word of the chamber’s new city to fl ourish. “I have every- fl attery. “We’re very competitive job of marketing the area. other legwork already done. slogans. She said there were Omaha brand leaked out, critics thing here,” she said, including already. We should see an uptick The $23 million Prosper Oma- They split into small groups, audible gasps of approval. also chimed in. Some didn’t like business mentors, community at least in people looking at us.” ha campaign has earmarked tossed around ideas and tear Brown said the statement took the negative slant. Others won- leaders, family, career. Contact the writer: $6 million to do that. Through a sheets, improved one another’s him aback and quickly evoked a dered what it meant. Said Gordon, a north Omaha 402-444-1224, [email protected] Butterflyfarmingprojectreadyto fly BY NOUR HABIB WORLD-HERALD NEWS SERVICE HLIKKDEDFGK OKEMAH, Okla. — There’s money to be made in butterfly farming. Last month, the U.S. Depart- ment of Agriculture recognized !%"$$&'&()$ 5$+= .)(4:1&= , .)(4:1&= , the potential for jobs in the HLIKKDEDFGK 0$;;&-(42;&= 0$;;&-(42;&= industry and awarded a $500,000 "..,%.3101.&' '1($+31' 2000 WNBA Mystics Breyer Horses grant to the Thlopthlocco Tribal "%3&+,.' /"(0 Spalding Basketball (Collectibles) $20 *1&' /+.".3+") 10 players/Coach signa- •402-680-4404-Dan Town in Oklahoma. The grant 01(3-".2+'1 *%!)+3 .,&+31' tures. $50 402-556-4220 will support the Natives Raising '*,(&' #)1+'%(1 2Antique School Desks BULL SKULL wood tops &seats, Bleached out, looks old, Natives project, a partner- 972!GB 27 'D,BK2!IBKI wrought iron bases. $45. 2*>-> CE AU#M P>> Q*A-3> <4 $75/both 402-498-9218 402-733-6534 ship between the tribe and the $*> 7TA*A +5-%&F">-A%& 5$+= Euchee Butterfly Farm that will $*-5=3* LG:H !;Q) P5- A%% GERMAN 2Hurricane Lamps, 1 Classical LPs: Beet- ->$=-;>& Q*>Q(E) SHORTHAIRS Construction lantern. hoven, Bicentennial enable tribal members to raise Calm pets, close hunters, Karosene Type. Collection, 17 volumes. and sell butterflies. breeders for 40 years. $18ea 402-733-6534 $35/offer (402)292-0078 .??'3?09!9?/# 308-987-2294 or The money is coming from 308-627-3735 3nice crystal stemware COWBOY straw 3Boopie candlewick hat, tan, tight weave, the USDA’s Rural Business En- etched juice glasses 7¼......... $25 terprise Grant program, which $6 ea pc. 402-850-8777 (402)558-7078 WORLD-HERALD NEWS SERVICE <$=(.>= promotes the development of 5gallon bucket of very CWS MOUSE PAD A giant Swallowtail butterfly rests on the hand of Jane Breckinridge, old bottles with picture of small and emerging businesses AKC LAB PUPS, 4BLK, 4 $50/offer.