Organizers behind "Land Here, Live Here" looking to expand the marketing campaign's reach
If every business in the region displayed the "Land Here, Live Here" logo on their signature lines, business cards and websites, could we possibly attract too many jobs?
That is a question the folks behind the grassroots regional marketing campaign said they would be more than happy to answer.
And just 18 months after the "Land Here, Live Here" idea was originally formed, efforts are being made to expand its reach.
Earlier this month, officials from Newberg and McMinnville were presented with campaign information. More recently, board members at the Camas-Washougal Chamber of Commerce were introduced to the marketing strategy.
So what exactly is "Land Here, Live Here" all about?
Ginger Metcalf, executive director for Identity Clark County, helped organize the campaign and described it to the Vancouver Business Journal in two parts:
"When site selectors think of the West Coast, they think of Los Angeles, San Francisco, and Seattle. Way down at the bottom of that chain is Portland-Vancouver. So number one, we want those who are interested in locating or relocating a business to know where we are on the map," she said. "Second, we want to highlight all that our area has to offer."
According to the U.S. Census Bureau, there are 22 cities within the Portland-Vancouver Metropolitan Statistical Area (MSA). Because economic development agencies and site selectors use the MSA as a measuring stick, Metcalf said "Land Here, Live Here" needs to become a regional brand.
"What we're working on now is getting people to see the big picture," she said. "Beaverton landed those 600 IBM jobs and that's great for the region – that's an A in our book. Had we landed those jobs in Clark County that would be an A+. It's about getting people to understand how 600 jobs in Beaverton is an absolute positive for Clark County."
Taking a Vancouver-born marketing idea and getting representatives and business leaders to buy into it across the Columbia River hasn't come without challenges. Metcalf said some have questioned the whole idea of advertising Portland-Vancouver.
"Some say you should be advertising Vancouver and Clark County only," she said. "To those who believe that, here's your economics lesson as to why it's Portland-Vancouver – recession forces us to use our resources far more efficiently. It's all about regional thinking and if we don't work together we are going to be stabbing ourselves in the back."
According to Metcalf, the interstate bridge project is a prime example of why it's important to think regionally. She said the area needs to demonstrate regional support for the project otherwise the community will not get the backing it needs from Washington D.C.
"Just look at what happened with the Columbia River channel deepening," she said. "We recognized the fact that we had to deepen the riverbed to accommodate world class ships. It was truly a regional effort with more than 300 different organizations in support of the project. That spoke volumes to our D.C. delegation, which is where the bulk of our funding came from."
While Metcalf is optimistic about the economic future of the area, she said the volunteer-backed "Land Here, Live Here" campaign is not standing pat. The group meets with marketing professionals on a regular basis to exchange ideas, and is in the process of increasing its presence in social media. Organizers have even talked about purchasing an advertisement in an airline magazine.
"We want people to know where we are and who we are," she said. "We welcome all jobs. So bring on your solar manufacturing. Bring on your welding company. Bring it on and we'll welcome you with open arms because we truly do have a lot to offer here."
