OAN introduces new positioning for image ads and updates "Oregon GrownSM"
Oregon grows great plants. In fact, quality is the number one reason people buy our plants. Some of our competitors also are growing good plants and getting better at it all the time. To keep Oregon in the forefront of the minds of our buyers, the OAN marketing committee is introducing new image advertising that will begin running in trade publications in July.
"Oregon. The state of perfectionSM" is the tag line for the ads. It describes the perfect growing conditions that are unique to Oregon and the long and proud tradition of our nursery industry.
The new ads:
The marketing goal of the OAN is to grow the market for Oregon plants. When customers and prospects think about ordering quality plants, we want them to think of buying from Oregon first. The positioning and beautiful image in the ad, plus a sustained marketing strategy that includes advertising and targeted direct marketing to the trade will generate more interest in Oregon plant material.
But that's not all! "Oregon GrownSM" was introduced at the 2003 Farwest Show and signs were created for exhibitors to display at the major 2004 winter trade shows. It made an impressive display, for example at the MANTS show in Baltimore, when 50 Oregon growers displayed their "Oregon Grown" signs. Show attendees got the message that Oregon is a powerhouse in the industry. The Oregon Grown logo has been updated to more closely reflect the OAN brand and is available to OAN members.
Oregon growers and garden centers are encouraged to use "Oregon GrownSM" (and the OAN logo, for that matter) in their advertising, catalogs, Web sites, plant tags, trade show graphics, etc. It's a great way to leverage Oregon's quality reputation and differentiate Oregon's nursery stock for the wholesale trade and gardening community here in state.
Trade show signage will be created by the OAN in time for the PANTS in late July. To request an electronic copy of the "Oregon GrownSM" logo and/or to learn more about trade show signage, please contact Ann Murphy at the OAN office (phone 503.682.5089, e-mail).