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FAIRBANKS — With transportation costs at all-time highs, Fairbanks businesses have an opportunity to re-establish connections with rural communities in Northern Alaska.

The Fairbanks Economic Development Corporation is offering an easy, eye-catching new tool to do just that.

Following a simple application process, companies that commit to serving rural communities can label their businesses “Certified Bush Friendly, Fairbanks Direct.”

The logo includes sketches of a small plane and a dog team, two traditional transportation modes that have kept far-flung communities connected with the rest of the world.

“There’s an opportunity in rural Alaska, and we need to take advantage of it,” said Cassie Pinkel, FEDC rural outreach project manager.

Alaska’s rural communities have an estimated $500 million in disposable income, and they’re spending it, Pinkel said. Those communities and Native corporations funnel about $65 million annually into the Fairbanks economy alone, yet many people in those communities may shop elsewhere.

“We speak of Fairbanks as the hub for northern communities, but it needs to be re-established,” Pinkel said. “Rural communities need things, just like we do, to survive. We’re closer than Anchorage. ... If we can save them money, we benefit as businesses, and they benefit as customers.”

That is, only if they can identify an advantage to patronizing Fairbanks businesses, Pinkel said.

Everyone benefits from establishing Fairbanks as a commercial hub for northern communities, Pinkel said.

Local businesses will profit from increased sales.

Rural areas will benefit through better customer service and simpler transactions.

Doing business in the Bush is different. Pinkel pointed out the challenges involved in dealing with different cultures and communication styles as well as transportation and logistic challenges.

Marguerita Gilbertson, president of Northern Business Systems, signed on right away.

Her business sells copiers, printers, cash registers and more and is the only authorized Sharp Electronics dealer in the Interior.

“Out in the Bush communities, you might not need a big, fancy machine, but you might need a smaller machine,” Gilbertson said. “We’re willing to do business in the Bush.”

She expects the strength of FEDC’s certification to help her business stand out from the competition. The eye-catching symbol will key rural customers in quickly to the commitment she is making to offer real service in the Bush.

“In Alaska, it’s word of mouth,” she said.

Getting certified is simple. Sign-up forms are available online at www.Investfairbanks.com. E-mail those back to Pinkel, who can offer tips on developing and implementing an action plan for Bush-friendly service. Once she sees that a business is taking action, she releases the green and black “Certified Bush Friendly” logo for the business to use in advertising and other promotional materials, including Web sites and mailing labels. Approved businesses also will be listed on FEDC’s Web site and noted in a toll-free directory distributed to rural communities.

Action plans don’t have to be complicated, Pinkel said. Among her suggestions:

• Get a toll-free business number. This eliminates the cost customers incur from placing orders by phone.

• Offer customer service geared toward rural customers. Train a few employees in the distinct nature of rural life and have them field Bush calls. Quality service, including sound shipping advice, makes conducting business less stressful, and word of a positive experience could be passed on to create new customers.

“Customer service is prime. It’s saying ‘We understand you live in a different environment,’” Pinkel said. “The wrong advice on shipping could cost a lot of money.”

• Plan to attend an FEDC trade mission to a rural community. Held about twice a year, the trade missions offer a unique opportunity to make direct connections with potential customers.

• Launch advertising campaigns through local media serving Bush communities.

As part of the project helping business build Bush-friendly programs, FEDC also is offering an informational DVD called “Regional Trade and Your Business: Marketing to Rural Alaska.” Segments teach how to secure advantageous marketing positions while handling sales and shipping logistics.