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One Region, One Vision: A case study from
IOWA’S CREATIVE CORRIDOR
Amanda WestSeed Here Studio@mandastyron
My quick backstory
Moving to Iowa… …again and again.
Our Regional Brand: The Back Story
From a great flood to a Hail Mary Pass
Never waste a crisis.
What We Believe
❖ The focus on creativity is good for our region.
❖ Our region has a rich heritage of amazing people creating awesome things here.
❖ There are amazing people here today already creating awesome things.
❖ There are people who would move here if they were confident they could live their fullest life here.
What We Believe
❖ The future of our region rests on our collective ability to unlock latent talent here.
❖ We don’t need everyone on board to get started.
❖ There is enough _________ for everyone to participate, and together we can make even more.
What Won’t Work
❖ Assuming scarcity of resources and opportunity
❖ Trying to “be competitive” [making this about economic development]
❖ Trying to Own It [being the Logo Police]
❖ Starting with traditional branding & sales tactics
Our Strategy
Listen to the experts: Celebrate what we have and work together.
Our Strategy❖ Focus on empowering the people who are here
[give them the tools to share their pride]
❖ Build genuine connections with the brand and each other [make it feel like we are one region]
❖ Aggregate the examples and assets we have [prove we are creative & there’s possibility here]
❖ Create frameworks for everyone to own the brand and the region [bake in our values and then give up control]
❖ Grow the region’s creative capacity [everyday we’re a more creative region than we were yesterday]
Our Regional Identity: What We Did to Bring it to Life
Get to know the region (really know).
Find out what your neighbors are proud of and what they’re most worried about.
–Michelle Peiffer, Washington Chamber of Commerce
“ Thank You to Andy and Amanda for your recent visit to Washington - I really enjoyed meeting you
as well as learning more about your project. If there's anything that I can do to help further your
mission, please let me know!”
Our Regional Identity: What We Did to Bring it to Life
Build Pride & Intrigue
Engage citizens by inspiring them and giving them reasons to be proud of this place.
Explainer Poster:
Famous people and things created here
Explainer Videos
Website
–Joel Milefchik, Rockwell Collins
“You and the entire Seed Here Studio team really hit it out of the park demonstrating the emotional
connection of the Corridor's brand and why everyone in the room needs to get behind it..It's exciting to see how far the effort has come along
since I was involved on the front end. Know that I have the poster hanging on my office door!”
Our Regional Identity: What We Did to Bring it to Life
Invite EVERYONE to make it their own
Create frameworks everyone can leverage and build on.
–Susan Shullaw, local attorney
“I LOVE the new “We Create Here” campaign and have already used one of the badges on my
website. Cool!”
I love the WE CREATE HERE slogan. Very cool.–Dusty Embree, Jones Country Economic Development
Our Regional Identity: What We Did to Bring it to Life
Tell Our (Collective) Story
Collect and distribute stories of real people creating amazing things here.
–Eric Jones, Adamantine Spine Moving
“You all did an amazing job -- I'm really, really impressed with both the honesty and the
generosity of the presentation... we come off looking our best selves, but still ourselves, and
that's quite an accomplishment. Thanks so much for the opportunity, and thanks for taking the
time and care to tell our story in the way that we would hope to tell it ourselves. Looks fantastic!
–Rausch Productions
“Eastern Iowans could never have predicted this outpouring of creativity that would follow the rushing waters and devastating flood in 2008.
Enter the Creative Corridor. It was on their website that we discovered the story of Sam, a 17-year-old who has produced more than 100 short films. The
collaboration and creativity of a community is nearly unstoppable. We want to join in this
movement and use our equipment and talents to make your creativity a reality.
Our Regional Identity: What We Did to Bring it to Life
Promote Everyone’s Events
Create ways to help everyone expand the creative capacity of the region.
–Alicia Streeter, then global traveler, now local school administrator
“It's a great e-newsletter that I actually read and it's cool and encouraging to see all the things
happening in the Corridor even if not all of them are specifically relevant to me.”
Our Regional Identity: What We Did to Bring it to Life
Throw an Epic Party Produce a collaborative celebration that includes all seven counties.
–John Bregoli
“I got to about 9 places...All were very encouraging about job prospects and quality of
product coming out of the corridor. I have made 6 solid contacts including one that has turned me on to 2 job opportunities. So my experience was
very good and well worth the time. Thank you for the great opportunity to get out and see what is
happening in our area!”
Ultimate Results❖ 81.92% agreed or strongly agreed that
The Creative Corridor Project helped me get connected to people outside my circle.
❖ 83.53% agreed or strongly agreed that The Creative Corridor Project inspired me to be more collaborative.
❖ 88.09% agreed or strongly agreed that The Creative Corridor Project changed my perception of Iowa’s Creative Corridor for the better.
❖ 90.59% agreed or strongly agreed that The Creative Corridor Project strengthened my pride in the region.
–Eric Bailey, photographer
“I love what the Creative Corridor does, makes me proud to be a creator within this community.”
–Kelly McCann, Iowa City Area Chamber of Commerce
“I told my husband the other day, that after nearly 5 years of living here, I can finally say that I'm proud to call the Creative Corridor my home.
You, and the entire regional branding group helped me get there! Excited to see what unfolds
next. Thank you!”
–Traci Fenton, WorldBlu
“I’m about 90% sure that instead of moving to Chicago June 1st I will instead move back to the
CR/IC area!
I have to say the reason is because of the work you and Andy and the gang are all doing there. It’s
impressive and I’ve always considered Iowa my home. I know I can run a global business from
there…I can just feel the energy and momentum. So let me just say it works — because of you all
people like me are coming back!!! :)”
–quote in the Peoria Journal Star
“This area [Peoria] can be another Cedar Rapids, Iowa or Austin, Texas”
Ideas Worth Stealing Recommendations for other regions.
Recommendations
❖ Bowling & Margaritas
❖ Travel Together
❖ Celebrate what you have
❖ Seek out and support the emerging leaders who are already here
❖ Prioritize your shared future
