Ad Firm Out to Melt Cheesehead Image Through Economic Branding

GREEN BAY, WI - Sunday, November 16, 2008 — Think Green Bay is all cheeseheads, brats, and frozen tundra? Think again. One intrepid ad agency is working to replace such iconic images with a more rounded representation of what life and commerce are really like in Titletown USA.

That's the idea behind "Better by the Bay," a new Greater Green Bay branding and marketing initiative created by advertising and design firm Arketype, Inc.

Entirely economics driven, the new branding effort targets workforce development and the recruitment of new residents and new businesses to the area while reinforcing community pride. The campaign's messages reflect the area's work/play/life balance using a variety of marketing mediums including TV spots, print ads, online ads, networking, video, and a website, www.betterbythebay.com .

While such campaigns are not uncommon, this one has an unusual genesis. Not only is Arketype the creative force behind the economic-based campaign, but in a complete reversal, its President Jim Rivett is also the catalyst. He and his agency are responsible for rallying area municipalities, local businesses, and even the town's famous football team, the Green Bay Packers, in support of launching the branding initiative. Such campaigns typically originate the other way around with clients embarking on a mission then hiring agencies to help.

The need to brand Green Bay first occurred to Rivett's firm five years ago when it experienced resistance recruiting outside talent to the area.

"Candidates had a very narrow perception of Green Bay that was just football and winter," said Rivett. "They weren't aware of the great quality of life, affordable living, short commutes, and that we have four seasons. Instead, Green Bay had acquired a brand image by default. We all love our cheeseheads and football. We simply felt it was time our community take control of that image and promote the entire lifestyle story."

As a way of looking out for his community and its economic future, the Green Bay native along with the Arketype team set out to launch a branding and marketing initiative. To do so effectively, they enlisted the support of area stakeholders including the mayor's office, the chamber of commerce, neighboring suburbs, several major employers and, yes, even the Packers.

"Everyone we talked to agreed that the greater Green Bay area deserved a well-researched, well-thought-out brand that would authentically reflect what living and working here is really like," said Rivett. "There are more great reasons to live here than just great football."

The "Better by the Bay" brand was officially unveiled this fall to 400 attendees at the Lambeau Field Atrium.

Arketype is an award-winning advertising agency in Green Bay, Wis., delivering high-concept advertising, design, custom animation, and video. Arketype partners with a variety of like-minded clients, big and small, and transforms market insights into compelling, stimulating, and even disruptive communication that gets its brand partners noticed. For more information, visit www.arketypeinc.com .

EDITOR'S NOTE: Many of the things Rebecca Ryan mentioned in her Gogebic Community College presentation are reflected in Green Bay's "Better By the Bay" campaign. Quality of life is becoming THE most important issue for people all over this country. The Ironwood area needs to brand itself as well. We need to let people know what we have. If this region is going to survive, we need to start making some noise. We need to start letting the rest of the world in on our secret. This part of the country is something very special and there is no reason for us  -- as a community -- to be struggling financially. Over the week-end I was browsing various Ironwood websites. Many of them are out-of-date; have broken links; and fail to adequately promote what they are trying to promote. Some of the sites I visited were out-right pathetic. Today's best information tools are the computer and the Internet. We need to do a better job at opening Ironwood's window so the rest of the world to look in and appreciate what we have to offer.

Jim Albert