Last night a cheerful lady knocked on our door to introduce herself as the “Browne’s Addition Welcome Wagon.” She had seen us working in our vegetable patch and wanted to celebrate our new status as neighbors. My roommate and I scored some strawberries, tea, pastries, seeds and a bouquet of fresh flowers, a card and contact information in case we ever found ourselves in an emergency.

Apparently once she moved to a new city and her neighbors threw a party to welcome her to the ‘hood. She was so impressed that she wanted to pay the sentiment forward in some way. Just imagine the kind of world we’d live in if more people had the courage and will to build such relationships. Maybe our neighborhoods wouldn’t feel so eerily empty in the middle of the day.
Maybe you think this display of altruism is a ploy or some kind of fluke. I suppose it depends on who you surround yourself with, but in my experience Spokanites are surprisingly generous. When we lived in Cliff Cannon we had a supply chain of three different neighbors within two blocks eager to share fresh produce from their “yardens” (a creative and permaculture-friendly combo of flowers and food plants on residential property that serves as an exciting alternative to sod).
Then there are the little things, the friend who brought us ice cream and a cookie in the middle of the day, the mixed CDs and handmade art throughout the holidays. We even received a custom box of handmade soaps from the Geriks. Incredible!

These are the kind of gestures that make a person bond with their social sphere. It creates a sense of belonging and attachment that no ad campaign could ever hope to replicate. This is because it’s a sincere and selfless expression between real people looking to connect.
So here is the pitch: What if Spokane’s Young Adult Marketing Coordinator helped organize local young adult artists to produce unique custom Spocare Packages to send to people in our peer group who we know are contemplating a move to Spokane? They could include things like a local music compilation CD, screen printed Spokane patches, zines, booklets, stickers, creative bookmarks, embroidered coffee cozies, a copy of the Inlander or Metro, you name it, we could send it!
The effort would require a innovative partnership between grassroots creative class activists in Spokane, and an entity with a regional marketing budget like GSI. A referral network would have to be established to identify recipients who are strategic and who meet criteria for receiving such a gift. Not just anyone would be mailed a Spocare Package. Priorities could be set that reflect the kinds of skill sets that we need to bolster in Spokane’s workforce. They could also meet a certain threshold of “likelihood factors” that would make delivering a Spocare Package a smart investment.

It would be a win-win-win. Local artists would receive stipends to scale up and sell the kind of work they are already producing instead of GSI (or whomever is responsible for attracting new talent to Spokane) buying cheap branded crap from a catalog out of China. The marketing agency gets high quality, high impact goods at an affordable rate. In fact, some local businesses and artists might consider discounted or complimentary prices in exchange for the targeted marketing that the Spocare Packages offer. Spokane skeptics get blown out of the water with evidence of Spokane’s development and cultural products. They put the stuff in their apartment and their friends inevitably ask where it all came from…
If marketing is all about standing out, Spocare Packages would definitely do the trick. We could, perhaps, be the only city in the country utilizing this innovative approach. It is the kind of thing that could attract media attention, the story is just too cute. It is grassroots authentic marketing at its best. Lastly, some kind of peer review committee should be involved as volunteers to help make targeting decisions, assemble packages, and write personal notes to the people receiving Spocare Packages. It could go something like:
Hey there [or insert name],
You haven’t met us yet, but we are a bunch of [fill in the blank] in Spokane that want to spoil the secret about what kind of city we live in. Your friend [fill in the blank] mentioned that you got laid off last month and are looking for some new directions in life. Did you know that Spokane has [fill in the blank about industry specific employment opportunities in their field]? We also have a lot of new [arts, culture, nightlife, music, entertainment, recreation] opportunities that you may not have heard of before.
Next time you’re in town [most likely visiting family] if you feel like getting out and meeting some new people, give us a call. We’d be happy to show you some new places around town that have opened since the last time you were here.
Always,
[insert name]
The Spocare Package Group
I mean WOW. There are plenty of talented young people getting priced out of their apartments in urban areas that are tiring of the artificial veneer of fast-paced city life. Spokane to them could represent a haven, a reflective space in which they would be supported in pursuing their creative and professional goals. If someone would have sent me this kind of package when I graduated from college, I would have rushed home with enthusiasm and energy instead of a sense of dread and defeat.
As with any marketing strategy, one would have to conduct a pilot to determine the return on investment for the technique. Even a 20% relocation rate could be a huge improvement on where we stand today. Someone needs to determine the baseline. After receiving packages, people could be surveyed to determine if their perception of Spokane changed. My hunch is that perceptions would change significantly, and that is the key to our city’s success.
Tags: Breaking Boundaries · Creative Culture · Local Art · Local Media · Local Music · Spokane Pride · Sustainable Economic Development · Young People