Nebraska Brand Together Initiative

The Nebraska Brand Together Initiative aims to enhance collaboration between organizations and local businesses or institutions by providing matching funds up to a certain amount or in kind matches for joint marketing initiatives. The initiative is designed to attract diverse talent by showcasing the benefits of working and living in the community. Eligible communities and organizations can apply for match funding to support various marketing efforts, including digital campaigns, events and print materials. While reporting is not a requirement of the initiative, metrics may be asked to help DED show impact. Overall, this initiative encourages innovative partnerships and strengthens community ties, ultimately fostering a vibrant workforce. For this initiative, DED has set aside a total of $100,000 to support co-branding proposals.

To enhance out-of-state talent attraction efforts by providing funding for co-branded marketing initiatives between the Nebraska Department of Economic Development and communities & employers. This program aims to create a collaborative environment that showcases the benefits of working at businesses and living in communities across Nebraska, attracting a diverse talent pool and elevating The Good Life.

Brand Inclusion:

• Projects must include The Good Life Is Calling logo on promotional materials, project documents, etc. DED may request use of any visual assets created from talent attraction proposals.

Ineligible Expenses:
Awarded sponsorship funds must not be used for the payment of the following items:

• Any political fundraising or campaigning activities
• Construction projects or costs

Application Overview

A comprehensive report detailing outcomes, metrics of success (e.g., increase in applications, engagement metrics), may be requested, but not required.

1. Align Brand Values:
• Cultural Fit: Evaluate how your brand can collaborate with The Good Life Is Calling, including your culture and mission statement. Think about the goals of the partnership, ensuring both brands are aligned.
2. Define Objectives:
• SMART Goals: Use the SMART criteria (Specific, Measurable, Achievable, Relevant, Time-bound) to set clear objectives, such as a specific percentage increase in social media engagement over a set period.
3. Target Audience Analysis:
• Audience Mapping: Develop profiles of your audience to identify overlaps and unique segments.
• Behavioral Insights: Analyze talent behavior to understand how they engage with each message and what drives their relocation decisions.
4. Consistent Messaging:
• Brand Guidelines: Review The Good Life Is Calling brand guide and ensure there is proper communication on how both brands will communicate, including tone, style, and visual elements.
• Integrated Campaigns: Ensure that all marketing materials (ads, social media, packaging) reflect the co-branded identity cohesively, reinforcing the partnership.
5. Leverage Each Other’s Strengths:
• Resource Sharing: Identify specific resources each brand can offer, such as distribution networks, marketing expertise, or technological capabilities.
6. Cross-Promotion:
• Multi-Channel Strategy: Utilize both brands’ platforms—social media, email newsletters, and others to create a unified promotional campaign.
• Joint Events: Host events (virtual or in-person) to promote the co-branded effort and engage our audience in what makes your community/organization and Nebraska great.
7. Monitor and Measure Success:
• KPIs: Define key performance indicators (KPIs) relevant to your objectives, such as how many people attend an event or social/digital engagement metrics.
• Feedback Loops: Regularly adapt strategies based on real-time data to optimize the co-branding effort.
8. Customer Engagement:
• Interactive Campaigns: Use social media polls or contests to involve customers in the co-branding narrative, encouraging them to share their experiences and then amplify said experiences.

1. Webinars and Online Courses:
• Coursera and Udemy: Search for courses focused on strategic marketing and branding, which often include modules on co-branding strategies.
• Industry-Specific Webinars: Attend webinars hosted by marketing organizations that focus on collaboration and partnership strategies.
2. Industry Conferences:
• RoleCall Talent Attraction Summit: The annual Talent Attraction Summit focuses entirely on talent, bringing together the country’s most innovative, creative, strategic leaders and practitioners.
• Social Media Strategies Summit – Public Agencies & Government: A social media conference for those in government. Learn from a mix of industry leaders who will share the proven social media strategies they use to grow their brands
• Content Marketing World: A great venue for learning about branding strategies and networking with marketing professionals.
3. Networking Groups:
• LinkedIn Groups: Join groups focused on marketing, branding, and co-branding strategies to engage in discussions and share insights with peers.
• Professional Organizations: Consider memberships in organizations like the American Marketing Association (AMA), which provide access to resources, events, and networking opportunities.
• Local YPG: Connect with your local young professional group if you have one available to you. Their insight can prove invaluable when recruiting talent, especially when trying to target their demographic in other states.

• Local Promotions and Collaborations: People visiting your community from the co-branded campaign? Collaborate with local businesses and groups to create a unique experience for them to highlight all the reasons to move to your community. Encourage residents to engage in whatever manner they can to make newcomers feel welcomed.
• Social Media Campaigns: Launch a community-specific hashtag tied to the campaign that encourages residents to share their experiences, generating buzz and increasing visibility online. Engage local influencers to promote the co-branded initiative on their platforms, sharing personal testimonials and experiences.
• Community Spotlights: Create marketing content that features community members who have recently moved there from out of state or engaging residents who can highlight the community, shared through social media, written stories, and newsletters to foster relatability and connection.
• Ambassador Programs: Identify local advocates or influencers to serve as brand/community ambassadors, sharing their experiences and driving engagement within their networks.
• Event Marketing: Organize inbound events where potential new residents can experience the community and its people firsthand, with promotional materials highlighting the community and Nebraska.
• Booths at Fairs/Venues: Set up a booth at an out-of-state job fair or other venue to showcase the co-branded effort, engage with potential residents/talent, and distribute promotional materials. Think about local partners you could attend fairs with, including employers in industries that make sense for the fair attended or that have ample jobs available.
• Content Creation: Publish articles on community websites that detail the highlighted features of the community, what life/employment is like there, and testimonials from recent or new residents.
• Video Spotlights: Video content is an engaging way to promote your community and get some traction online. Create short videos featuring residents discussing their positive experiences within the community, sharing these through social media and local channels.
• Email Marketing: Develop your own email newsletter that inform your contacts about the co-branded initiative, upcoming events, and engaging content related to Nebraska and your community. Also look into collaborating with The Good Life Is Calling newsletters.
• Cross-Promotion: Create and distribute flyers, posters, and other promotional materials that feature both brands, emphasizing their collaboration and joint offerings.
• Community Engagement Platforms: Create a group where community members can discuss the things going on in your community that gives insight for newer residents who may not be as familiar as longtime residents. This also makes a great place for them to engage with other community members.
• Local Partnerships: Collaborate with other local businesses for cross-promotional efforts, such as hosting joint events that spotlight the co-branding initiative.