A Joint Initiative Between     Heart of Wisconsin     Business & Economic Alliance and     Community Foundation of Greater     South Wood County

Home About Us B2B Club Breaking News Contact Donate Events / Programs Feedback Ideas Incubator Industry Clusters Links / Resources Progess Funds Progress Teams Public Art / Murals Publications		Breaking News December 2, 2004 - PR firm to create image for county. By Karen Madden, Daily Tribune Staff Wood County officials hope their efforts will help tourists find "something special" in Wood County. A group of business, government and tourism officials - the Wood County Tourism Diversification Planning Team - recently selected Madison-based Waldbilling & Besteman to create an image for the county. The marketing firm designed the state's red and yellow "Something Special From Wisconsin" logo displayed on many state-produced products. Wanda Galles, 42, of Galles Marine in Wisconsin Rapids thinks the choice could pay dividends for the county. "They seem very excited with working iwth us, too," said Galles, a member of the county planning team. "They want to come up with something really different." The firm will create an overall image that can be used on all products created in Wood County, not just tourism-related services, Galles said. The purpose is to get Wood County's name to the largest possible number of people and encourage them to visit. In addition to creating an image, the marketing firm will develop a logo and slogan for the county, said Planning and Zoning Director Gary Popelka. Waldbillig & Besteman President Michael Knapstein said he's excited about the project. "I know they met with a number of firms," Knapstein said. "We're delighted to be accepted." Knapstein said the firm will start by gathering information, which will include meeting with focus groups and gathering background information. The "Something Special From Wisconsin" brand has been in place for about 21 years, and more than 600 companies in the state use it. No one knew it would be as successful as it has been or that it would be around this long, Knapstein said. He hopes the Wood County campaign can be as successful. "that certainly is our goal," Knapstein said. The county will use $25,000 it had set aside for the marketing project - $20,000 from a state Tourism Diversification Grant and $5,000 from the county. The county has agreed to pay Waldbillig & Besteman $20,000 to develop the plan. The state grant was part of the state's efforts to help diversify snow-dependent businesses hurt by lack of snowfall in recent years. The county has snowmobile trails that haven't received much us in recent years, Popelka said. The county planning team previously completed an assessment of Wood County's current programs and assets and the areas it still needs to improve. Waldbillig & Besteman will use it to make its recommendations, Popelka said. Galles Marine is one of the businesses that could benefit from the marketing effort. The business, which has been in Wisconsin Rapids for 65 years, gets a lot of customers who come to the county to fish on the Wisconsin River, Galles said. Fishing tournaments and other activities attract tourists who often take time to explore the community and visit other businesses, Galles said. Getting Wood County's name on products can only attract more visitors, Galles said. "We have a lot of stuff out there from Wood County," Galles said. There already is a lot of branding and logo development in the county, Popelka said. The Cranberry Highway and Pumpkin Fest are just two examples. The image developed by Waldbillig & Besteman will create a general umbrella for all the programs, Popelka said. The efforts are needed because Wood COunty is only third in dollars from tourism in central Wisconsin behind Marathon and Portage counties and 29th in the state, said Nan Taylor, business manager for the Heart of Wisconsin Business and Economic Alliance in Wisconsin Rapids. The tentative deadline for the Tourism Deversification Plan to be completed is Feb. 15, when the information would be presented to the County Board, Popelka said. The plan will have to be approved by the Wood County Board before being sent tot he state. As part of the grant requirements, the state must receive the plan by the end of March. Economic Impact Tourism brings millions of dollars to Wood County each year. However, the county is 29th out of 72 counties in the state in attracting tourism, said Nan Taylor, business manager for the Heart of Wisconsin Business and Economic Alliance. Estimated tourism dollars brought into the county in the last 10 years: $108.4 million in 2003 $106.9 million in 2002 $110.8 million in 2001 $109.9 million in 2000 $101.7 million in 1999
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