Brand Oregon Director Debby Kennedy called the meeting to order at 9:00 a.m. Brand Oregon Advisory Board members, staff and visitors introduced themselves. Board members present were: Rick Gustafson, Betty Tamm, Orcilia Forbes, Scott Shull, Nick Furman, Michelle Liberty, Randy Miller, Carol York, Ralph Martinez, Tal Johnson, and Sen. Betsy Johnson. Staff present were Debby Kennedy and Julie Curtis; and Oregon Economic and Community Development Department staff Michelle Godfrey and Sharon Bogstad.

Approval of Meeting Minutes
The January 27, 2005, meeting minutes were approved unanimously.

Projects Update:

Wine Media Camp—Scott Shull and Ted Farthing, Oregon Wine Board
Scott Shull thanked Brand Oregon for assistance with the fall wine media camp.Ted Farthing discussed his handouts describing the media camp: the vision, values and key messages. This will involve Brand Oregon, Travel Oregon and the Oregon Wine Board, and many facets of the tour tie in with the Brand Oregon message. Ted commented that Oregon Pinot Camp, designed for wine-trade professionals, not journalists, was very successful, and one of the inspirations for the media camp. Wine writers, travel and lifestyle journalists and freelancers will be invited from throughout the country. The camp will begin in southern Oregon and travel up I-5, ending in the Columbia Gorge, for a week of various activities and dinners by local chefs, telling the unique Oregon story. It will involve breaking into micro groups with a guide, and end with a grand finale dinner, with all the writers together, in the Columbia Gorge. Orcilia Forbes commented that Latino journalists should be invited.

Business Recruitment Campaign
Debby Kennedy reported that the campaign is working very well with great results. The ads started in February and run through August publications. To date, 39 leads have been received, and the volume of calls has gone up. Debby handed out and discussed the lead summary from 2/21 to 4/26. She commented that it sometimes takes years to see the full results. Tal Johnson asked that the results be emailed.

Budget and Legislative Discussion
Julie Curtis mentioned that even though the governor's office did not give Brand Oregon a line item in the budget, they are still committed to continuing the program. Brand Oregon funding is currently included the Oregon Economic and Community Development Department's budget under the Industry Sector Outreach and Strategic Reserve Fund programs. She distributed a Brand Oregon fact sheet and encouraged everyone to distribute the information to legislators, particularly to each Ways and Means Sub-Committee member. Randy said it has to be made known to the subcommittee that Brand Oregon can generate revenue to the state, and not be an expense. They need to hear stories of the benefits and see the results, and know that Brand Oregon is part of the Industry Sector Outreach funding.

Anvil Media Project
Julie Curtis described the proposed three-phase project by Anvil to obtain maximum exposure through internet search engines for business recruitment. The first phase will involve an analysis of the Oregon4Biz website. They will look at competitor web sites in Pennsylvania, Texas and North Carolina and compare with Oregon; look at the content of Oregon4Biz and how it is managed; and will recommend purchasing key words for internet use. Julie and Debby will meet next week and have a final report by the end of May. The budget for this was discussed and Julie said the first phase will be $5,000. She mentioned that since the department was already redoing the OECDD web pages, the timing was right for this project.

Oregon Seafood and Bounty Campaigns
Nick Furman reported that Seafood Oregon is wrapping up the 2004 paperwork and concluding last year's joint promotion effort. He thanked Wieden + Kennedy for their help and said they appreciated being involved in the Brand Oregon seafood campaign. Nick also showed a full-page ad in Seafood Business. Nick expects campaign partners will move forward and stay with Brand Oregon. Due to a diminished salmon season this year, there is not much financial commitment from the Salmon Commission at this time. There is still interest in focusing on and promoting the other species (albacore, tuna, shrimp, sole, and Dungeness crab). They would also consider teaming up with the Wine Board on the media tour. Nick said they will meet with Brand Oregon to develop Seafood Oregon's commitment to 2005 marketing projects.

Debby Kennedy gave an update on the very successful Oregon Bounty campaign of last fall. A bigger campaign is planned for 2005, to include more involvement with the restaurant industry and possibly the addition of Fred Meyer or other large grocery stores. She mentioned there would be subtle funding changes and they would ask the wineries to pay a fee this year. The commodity commissions want to have their financial contribution linked to retail promotion. They would also like to see more industry partners involved.

Brand Plan Presentation and Discussion—Ken Smith, Wieden + Kennedy
Ken Smith provided a power point slide presentation on Branding the State, which covered the process and development of the Brand Plan book. This plan will explain what Brand Oregon does and how it is effective in its partnership development. Ken's presentation included the various components of the plan:

• Brand Oregon
• Applied Idealism
• Oregon Idealists
• Oregon Brand Values (genuine, visionary, stewardship)
• Oregon's Brand Drivers (agriculture, business opportunities, tourism)
• Brand Oregon Partnership Philosophy
• Partnership Opportunities
• Share Your Oregon Story
• Use Our Graphic Standards
• Become Part of Our Identify System
• Participate in Our Co-op Marketing Campaign