Oregon Association of Nurseries (OAN) has announced a new slogan. "Oregon Grown" will replace the old slogan, "Oregon … the Nursery State," in order to build on the company’s marketing initiative.
In 2003, OAN sponsored a national survey, in which it found that "quality was the key factor in what distinguished Oregon plant materials from other providers, " according to Ann Murphy, OAN’s director of marketing. "Consistent quality and broad selection was what separated us from our competitors." Therefore, Oregon’s reputation for quality and broad plant selection will be the emphasis of OAN’s marketing campaign.
According to OAN, the company’s immediate marketing goal is to expand the market for Oregon plants. A recent press release stated, "When customers and prospects think of ordering quality plants, we want them to think of buying from Oregon first." Murphy emphasized, "’Oregon Grown’ truly reflects the quality of the plant material that Oregon is producing. We hope it reflects that quality, particularly to those people who aren’t currently buying Oregon plant material."
According to a 2002 survey conducted by the Oregon Agricultural Statistics Service, Oregon’s nursery and greenhouse industry is the state’s largest agricultural commodity, with annual sales in 2002 exceeding $727 million. It is also the third largest producer of nursery stock in the nation. Oregon is that largest exporter of nursery stock, with about three-quarters of all production sold outside the state with the biggest buyers in the Northeast states, Upper Midwest and Atlantic areas. "The OAN is the main voice in Oregon for the ornamental horticulture industry, growers, handlers and retailers."
When asked why the association changed from its three-year-old slogan," Murphy stated, "Quality was what separated us from our competitors, and so ‘Oregon…the Nursery State’ really didn’t speak to the uniqueness of Oregon plants. We wanted to create something that couldn’t be easily duplicated, and we wanted to, in a subtle way, convey our pride in the quality of the plant material and reinforce the market’s perception of that quality. We thought ‘Oregon Grown’ did that."
The new slogan was first introduced at the 2003 Farwest Show in the design of the OAN booth. The slogan and the new logo were reinforced at its four winter trade shows. The message is on the association’s new traveling show booth exhibited at national trade shows. It will be the emphasis in all national advertising and promotional material in 2004, and will be woven into the marketing of the Farwest Show this August.
Murphy said, "We are leaders in the industry, and we want to make it clear that we are in that leadership position and will continue to do everything to keep us there. Overwhelmingly, there has been great pride in displaying our new slogan."