The Campbell Reporter
Business
Archive photograph by Sean Penello
Night Life: Downtown Campbell continues to benefit from its merchants aggressively marketing the area. Historic Campbell is 90 percent leased. Now the downtown business association wants to come up with a slogan.
Slogan contest in downtown will brand one winner for life
By Koren Temple
Disneyland has one, and so do Chicago and Las Vegas.
Now downtown Campbell is trying to hop on the slogan bandwagon, in hopes of defining itself amid revitalization and redevelopment.
"We want a strong branding statement that could carry us forward, something that is fresh, that tells everyone Campbell is the place you want to shop," says Neil Collins, owner of Trailslogger Outdoor Discovery on E. Campbell Ave.
But that fresh branding statement is not going to come from the Downtown Campbell Business Association. The association is soliciting ideas from the public through a slogan contest through Oct. 15.
"We really wanted to get the public involved in this because it builds community," Collins says. "So far we are getting a lot of submissions from people from all walks of life."
The DCBA is looking for a unique slogan that flows with the existing name of "Historic Downtown Campbell" while still capturing its small-town essence.
The slogan contest isn't subject to a word count, but the organizers say it should be short and sweet.
"We want something that can be easily reproduced that is fun and not too wordy. It should say a lot and a little at the same time," says Collins, a member of the association.
Laura Jaeger, owner of Toastshop, a clothing boutique on E. Campbell Avenue, adds, "We don't want anything commercial. We plan on using the slogan on banners and in advertising material, so we really want it to represent us."
Jaeger came up with the idea for a slogan contest during a downtown business association meeting.
She says the association tried to come up with something new and fresh but decided to seek help.
"I thought we should ask everyone in the community because it's very diverse. They might have a really good idea that we couldn't think of," Jaeger says.
The slogan contest is just one of the many events the business association has generated since the summer. First Fridays attracted crowds of shoppers, and the association plans on continuing the event through Oct. 6. The association also plans to host a Creepy Crawly Halloween on Oct. 27.
"Things have been picking up with new businesses, and we've gotten a lot of accolades. As a downtown organization, we are recognized and becoming more solid," Collins says. "The next 12 months, we're going to focus on marketing ourselves as a shopping destination."
The winner of the contest will be announced Oct. 21 and will receive a complimentary gift basket filled with goodies from local businesses.
"We're really excited about this contest because it's such fun. We might sell T-shirts with the winning slogan and donate the money," Jaeger says.
Contest forms are available at Toastshop, Trailslogger Outdoor Discover, Stone Griffin and Simply Smashing on E. Campbell Avenue in historic downtown, or online at www.downtowncampbell.com. Contest forms can be returned to the store or mailed to DCBA, P.O. Box 673, Campbell, CA 95008.
