8. HRSR 06-06-2011ITEM #8.
MEMORANDUM
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TO: Economic Development Authority
FROM: Annie Deckert, Director of Economic Development
DATE: 6 June 2011
SUBJECT: Update on branding strategy
ATTACHMENTS
• Updated community branding timeline
Branding consultant chandlerthinks was in Elk River Apri127-29 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 has created two customized surveys;
one for the community and one for employees. These surveys are now available. The community
survey can be accessed at www.ci.elk-river.mn.us/survey or
http•//www su:rveymonk~.coin/s/E1kRiverCitySurvey. Community input is crucial to this
process; please complete this survey no later than June 15r`'. Hard copies can be picked up at City
Hall, Elk River Municipal Utilities, Elk River Parks and Recreation (Lion's Park), Elk River Senior
Center and the Elk River Arts Alliance.
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. The final presentation is
anticipated to be complete late summer. 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\Community Development\Economic Development\Marketing\Branding\Memos\6-6-11 to HRA.doc
Contract awarded `
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Community Footprint Audit
Digital Footprint Audit ~~''', ',
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Community Brag Tour (in-market)
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Stakeholder Interviews (in-market) .~'
Focus Groups (in-market)
Community Mystery Shoppers (in-market)
Community Online Survey a,
Attitude Awareness & Usage Study ~'"
Community Segmentation Analysis
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Community Brand Profile.. ~
Community Brand Promise '
Brand Strategy...
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IN PERSON PRESENTATION of RESEARCH & _
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:OVERALL BRAND STRATEGY _
Positioning Copy ~, , '~;
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Brand Boards ~'
,Brand Activation _ ~~«~€
:Resource Allocation Audit/Community Brand ',
Intro. Plan
Train the trainer for key groups
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FINAL REPORT PRESENTATION
'Brand tune up (6-12 months program concludes) ',
Follow up community survey ~
Elk River Community Branding Timeline