8. EDSR 05-09-2011ITEM # 8.
MEMORANDUM
~~
TO: Economic Development Authority
FROM: Annie Deckert, Market and Business Development
Administrator
DATE: 9 May 201 I
SUBJECT: Update on branding strategy
Branding consultant chandlerthinks was in Elk River April 27-29 to begin the market research for
this project which included a community tour, approximately 25 one on one interviews with
stakeholders, three focus groups and numerous mystery shops throughout Elk River. The group
also completed mystery shops in Big Lake, Ramsey, Anoka, Maple Grove and Minneapolis to find
out their community's thoughts and perceptions about Elk River.
Using the information collected from the visit, chandlerthinks will create two customized surveys;
one for the community and one for employees. These surveys are anticipated to be available mid
to late May.
Attached you will find the approximate timeline for the process. This process is working
cooperatively with the Vision and Goals project and may be subject to change accordingly. In
addition to identifying a brand, chandlerthinks will be creating a two year strategic marketing and
advertising plan to best support the brand. This plan will be revisited one year after execution
and applicable tune-ups will be made. Staff plans on revisiting the plan annually.
N:\Departments\Communiry Development\Economic Development\Mazketing\Branding\Memos\5-9-11 to EDA.doc
=Contract awarded i i
Community Footprnt Audit ~-
Digital Footprint Audit ~~
Community Brag Tour (in-market)
Stakeholder Interviews (in-market) ~,`~
Focus Groups (in-market) .~x
Communit M ste Sho
y y ry peers (in-market)
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Community Online Survey ' ;"'~
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Attitude Awareness & Usage Study k~ ~ ">'
Community Segmentation Analysis '~~
.SWOT Analysis
Community Brand Profile `
Community Brand Promise ' ' `=
Brand Strategy .a
IN PERSON PRESENTATION of RESEARCH & ~ ;
!OVERALL BRAND STRATEGY
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Positioning Copy
Brand Boards
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:Brand Activation ~ ~.~
Resource Allocation Audit/Community Brand ' '" _ [
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Intro. Plan ' ~,.<~i:.
Train the trainer for key groups
-FINAL REPORT PRESENTATION ' ' I
Brand tune up (6-12 months program concludes)
Follow up community survey
Elk River Community Branding Timeline
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