EWEB powers up brand campaign.Byline: Jeff Wright Jeff Wright can refer to:
What kind of "brand" do you associate with the Eugene Eugene, city (1990 pop. 112,669), seat of Lane co., W Oregon, on the Willamette River; inc. 1862. A processing and shipping center in a farming area, the "Emerald City" has lumbering, food-processing, and microchip and other electronics industries. Water & Electric Board? The public utility may spend up to $150,000 to find out. EWEB EWEB Eugene Water and Electric Board (Oregon) is planning a "brand development" campaign to learn whether customers' perceptions of EWEB matches employees' perceptions and the utility's communications to the public, spokesman Marty Douglass said. "With so many different things going on at any one time here, we want to see if we are consistent in our messages and are we all speaking basically with one utility voice," he said. A new "brand" could conceivably con·ceive v. con·ceived, con·ceiv·ing, con·ceives v.tr. 1. To become pregnant with (offspring). 2. include a new slogan A slogan is a memorable motto or phrase used in a political, commercial, religious and other context as a repetitive expression of an idea or purpose. Slogans vary from the written and the visual to the chanted and the vulgar. or logo. "Right now, we have five or six logos going out to customers," Douglass said. About two years ago, EWEB adopted a new slogan - "Rely on us" - but it was proposed by a single department and had no research behind it, Douglass said. "It's a good slogan, and we think it accurately reflects who we are, but it came out of the blue," he said. The utility plans to spend about $75,000 on initial survey and research work, and then will consider spending another $75,000 on brand development. The work is being done in conjunction with Cappelli Miles [spring], a Eugene-based marketing and communications firm. Douglass stressed that the initial $75,000 will come from existing budgets, and that EWEB has not yet decided to spend the second $75,000 on brand development. "We have enough sensitivity to public perceptions of spending money on these kinds of projects that we want to make sure it's really necessary," he said. "We don't feel we can make that decision right now in the absence of research." EWEB already conducts an annual benchmark survey, where a majority of customers have consistently rated the utility as good or excellent. Some elected EWEB commissioners and others have questioned the value of the annual survey, and additional branding research may be "one way to validate To prove something to be sound or logical. Also to certify conformance to a standard. Contrast with "verify," which means to prove something to be correct. For example, data entry validity checking determines whether the data make sense (numbers fall within a range, numeric data the survey," Douglass said. On its Web site, Cappelli Miles [spring] lists brand development as one of its core services The introduction to this article provides insufficient context for those unfamiliar with the subject matter. Please help [ improve the introduction] to meet Wikipedia's layout standards. You can discuss the issue on the talk page. . "Coming up with the next big idea, a seamless strategy, empowering insights and a fresh way to connect to your consumers is what we do," the company says. "And frankly, we do it well." |
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