Imaginasium

Green Bay Area Chamber of Commerce

Quick: name the first two things that spring to mind upon hearing Green Bay. Well, if you’re like many, you probably made it to one…the Packers. Or maybe cheeseheads. And therein lay the fourth-and-long branding challenge faced by the Green Bay Area Chamber of Commerce: while proud of the football heritage, ultimately their job is to build a strong future for the area through economic and community development. Vital to that mission is attracting fresh new faces and talents to the region.

Chamber members had at their disposal a recruiting tool called the Newcomers’ Guide. Though its intent was at least in part to assuage the concerns of those who pictured Green Bay as two steps past the edge of the earth, it was primarily just a listing of area services. Yes, it made clear we had banks, radio stations and cable TV; but it didn’t capture the historical and cultural experiences, nor touch on the changing seasons, the friendly openness typical of residents, the variety and affordability of housing, the top-flight entertainment, the proximity to larger metro areas and vacation spots-everything that made the area a Mecca for those who craved a better life for themselves and their families.

The city had to broaden its appeal, better capture its unique, multi-faceted flavor and give people more and better reasons to settle here. The story had to be told. And Imaginasium had a strategy to do it.

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