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Office of Economic Development & International Trade Re-Defines State Branding
With New Program
DENVER, Dec. 15 /PRNewswire/ -- With the launch of its Web site this week
(http://www.AdvancingColorado.com), the Advancing Colorado Initiative is now
officially in motion, representing one of the most unique state branding
programs in the country. While most states branding campaigns focus on
slogans that appeal to tourists and out-of-state businesses, Colorado has
turned the tables with its new communications strategy. The Advancing
Colorado Initiative more closely resembles an internal movement than the more
typical "Virginia is for Lovers" or "I Love NY" external campaigns.
"With Colorados new branding initiative, OEDIT intends to infuse a
statewide culture that is locally driven and individually owned with a spirit
of contribution and teamwork," said OEDIT director Brian Vogt. "With our
unique, combined approach, everyone has something to contribute."
The program kicks off this month with the launch of the
AdvancingColorado.com site, Colorado gear, Advancing Colorado decals,
eNewsletters, and public relations. Other tactics will include television
commercials (developed in partnership with 9News) and print ads.
"It all begins to fit together as individuals are encouraged to take
personal responsibility in advancing Colorado," said Vogt. "Companies and
individual citizens are encouraged to go to the Web site to share how they
advance Colorado. Local businesses can help advance Colorado by displaying
Advancing Colorado decals, and citizens can wear Colorado bracelets and
clothing, part of the proceeds of which go to individual chambers of commerce
or non-profits they have designated."
Visitors to the site will be able to share how they advance Colorado, read
profiles about individuals around the state and how they advance Colorado, and
sign up for the Advancing Colorado eNewsletter to keep up on the latest
profiles, news and opportunities relative to the branding initiative.
As the OEDIT promotes the program statewide through TV commercials, print
ads, eNewsletters and public relations, chambers of commerce can sell the gear
and designate a recipient (the chamber itself or a non-profit organization) to
receive a portion of the proceeds.
"Chambers of commerce are on the frontline in the Advancing Colorado
Initiative," explained Vogt. "Each can coordinate activities, communications
and brand awareness, using the Advancing Colorado logos and branded clothing
to raise awareness and financial support in their own community."
For example, Loveland has committed to include the Advancing Colorado logo
on all postmarks they provide for approximately 250,000 Valentines sent out in
February 06.
The gear is now available for purchase at the AdvancingColorado.com site
(which is a separate Web site from the official OEDIT site at
AdvanceColorado.com.) In addition, the official State site, http://www.Colorado.gov,
has now been refreshed with a new look and feel that incorporates the Colorado
brand.
A volunteer Branding Team made up of local marketing firm principals was
instrumental in defining the Colorado brand and the initiatives to support it.
Chris Christmas Colorado, designer of the gear and a third generation
Coloradoan, has partnered with Get a Grip, the fulfillment house, to purchase
initial inventory for the program.
"Every citizen, every town, every company and school can participate in
the advancing Colorado initiative," said Stefanie Dalgar, OEDIT director of
communications. "Were encouraging everyone to adapt the words and graphics
into their own communications. The standards weve developed are completely
flexible and are designed to be used and customized by anyone."
Above and beyond the opt-in graphic standards available for cities,
regions, institutions and economic development organizations, additional
components of the program include:
* Statewide Branding Assessments -- at the request of any community,
association or organization, State Branding Teams will review, assess
and help develop custom programs.
* A series of opt-in eNewsletters and e-government service and
communications programs help inform and bring Coloradoans together
electronically.
* The Advance Colorado Center -- Headquartered within same building as the
OEDIT offices, The ACC provides a common headquarters and voice for
non-profit industry associations and organizations that support
innovation and help entrepreneurs grow profitable, sustainable
businesses.
The Advancing Colorado branding effort is not a promotional tag line, but
rather, "a movement to remind each Coloradoan that there are innumerable ways
in which they can advance our state," said Vogt. "When an entrepreneur takes
risks and hires employees, they advance Colorado. When a teacher inspires
students to understand the past, they advance Colorado. When Yuma County
promotes bio-agriculture, they advance Colorado. This branding approach tells
the world that Colorado recognizes its most precious gifts are the people who
determine its future."
The Colorado Office of Economic Development and International Trade offers
a host of programs and services tailored to support business development at
every level. They include business retention and relocations services, a
bioscience and emerging industries program, business finance programs like the
Venture Capital Authority and CAPCO, the Colorado Tourism Office, the Colorado
International Trade Office, the Colorado Small Business Development Centers,
minority- and women-owned business services and economic research. For more
information or to sign up for OEDITs free eNewsletter, visit
http://www.AdvanceColorado.com.
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