Marketing Partner Chosen for Branding Our Community Project

Thursday, August 21


MOSCOW, Idaho – August 20, 2014 – Concluding a comprehensive selection process, a committee comprised of representatives from the City of Moscow, the Moscow Chamber of Commerce, the University of Idaho and the broader community have selected BHW1, a Spokane-based marketing firm, to facilitate a branding project that encourages people to visit, establish businesses, live, work and pursue an education in the Moscow area. 

The goal of the project is to develop a united, comprehensive branding and marketing strategy for the Moscow community. BHWI was one of eight firms to submit a proposal and one of four to be selected for a presentation on July 7 in Moscow. A committee chose the Spokane-based marketing firm based on the firm’s ability to meet the criteria of the proposal, which included the experience of working with community branding and with higher education institutions. 

The partnership among the chamber, city and university reflects the overall benefit to each organization and to the community they serve – achieved through a comprehensive branding and marking strategy. The project offers the opportunity to speak with a united voice on why Moscow is a unique and desirable location for multiple purposes. 

“This project isn’t just about attracting tourists, though that will certainly be a welcome result,” said Gina Taruscio, executive director of the Moscow Chamber of Commerce. “This will be positive for the entire business community – economic development often starts with tourism.”   

BHW1 will develop a campaign and strategy with a multi-step process that includes research and analysis, strategy development, testing and review before roll-out. Community involvement will be an important part of the process. BHW1’s close proximity and ability to develop additional assets on an a la carte basis offer additional flexibility to the process. 

“We think this is something the people of Moscow will get excited about,” said Moscow Mayor Bill Lambert. “If you live, work or attend school here, you already know this is a special place. We want to make sure that message comes through loud and clear to people and to businesses from all over.” 

With a large presence in the community, the University of Idaho supports the project, understanding the impact a revamped brand identity may have on prospective students, faculty and staff.

“Moscow is a quintessential college town with a quality of life that offers a unique experience for students, faculty and staff,” said University of Idaho President Chuck Staben. “Getting that message out will help the university continue to prosper, benefitting the entire community.” 

Based in Spokane for more than 18 years, BHW1 has an extensive history working with public and private entities. The company created Spokane’s “Near nature. Near perfect.” brand, as well as successful campaigns for clients including Kootenai Health, the Downtown Spokane Partnership, River Park Square, the Spokane Transit Authority, Travel Montana and the Salt Lake Olympic Games, among others.

The partnership will be funded with a majority contribution through the chamber’s Department of Commerce tourism grant, with additional costs borne by the city and the university.

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Contact(s):
Gina Taruscio
Executive Director Moscow Chamber of Commerce
208-882-1800
director@moscowchamber.com

Brian Keenan
Marketing and Communications Coordinator for Alumni & Development
208-885-9156
bkeenan@uidaho.edu 





About the University of Idaho
The University of Idaho helps students to succeed and become leaders. Its land-grant mission furthers innovative scholarly and creative research to grow Idaho's economy and serve a statewide community. From its main campus in Moscow, Idaho, to 70 research and academic locations statewide, U-Idaho emphasizes real-world application as part of its student experience. U-Idaho combines the strength of a large university with the intimacy of small learning communities. It is home to the Vandals. For information, visit www.uidaho.edu.