8. EDSR 06-13-2011ITEM # 8.
MEMORANDUM
V~~'
TO: Economic Development Authority
FROM: Annie Deckert, Economic Development Manager
DATE: 13 June 2011
SUBJECT: Branding and Marketing update
ATTACHMENTS
• Branding timeline
• www.ci.elk-river.mn.us/restaurants
Branding and marketing_process
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 has created two customized surveys;
one for the community and one for employees. These surveys are now available and can be
accessed at www.ci.elk-river.mn.us/survey or the Elk River ED and Discover Elk River
Facebook pages. Community input is crucial to this process and all are encouraged to complete
the survey and pass along to the community and local organizations. Hard copies of the survey
can be picked up at City Hall, Elk River Municipal Utilities, Elk River Parks and Recreation, 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 atwo-year
strategic marketing and advertising plan to best support the brand. The final presentation of
brand and plan is anticipated to be complete late summer. Chandlerthinks will be holding `train
the trainer' sessions to teach interested local organizations how to utilize the brand in their
marketing as well. This plan will be revisited one year after execution by chandlerthinks and
applicable tune-ups will be made. Staff plans on revisiting the plan annually.
Citizen Satisfaction Survey
After approving the 2011 Vision and Goals on May 16`'', the City Council authorized staff to enter
into a contract with chandlerthinks to execute a scientific survey. Executing this survey is a step
that will allow us to support two goals identified in the visioning process: "Develop neav programs and
services to meet the needs of the communit~T', and "Enhance and Expand community Involvement and public
participation' in addition to supporting a number of tasks that rely on a better understanding of City
residents, and how they use, receive, and want city information and services.
Often called a citizen satisfaction survey, this survey will help us understand the state of existing
programs offered by the city, how and if they are used, as well as help us identify any new
programs, services or processes that should be offered. We will also learn how citizens currently
receive information, as well as their preferences moving forward.
Completing this survey is necessary to allow Staff to obtain an accurate representation of the voice
of the community and gain a better understanding of the needs of our residents in several key
areas related to the provision of services. This information will ultimately be used to form and
communicate recommendations for the Council's use. This survey will be executed following the
branding survey and will work cooperatively with the vision and goals. We want to ensure
participation with both surveys, and executing simultaneously will clearly define the difference.
The survey is anticipated to be distributed late this summer.
Energy CitX Educational Event Series
Staff partnered with the Environmental Department to hold the 3`d event in a series of business
educational events on June 15C. Local lenders, business owners, property managers and realtors
joined us at the Elk River Public Library to learn about the new Energy Efficiency Improvement
Micro Loan Program, 2011 utility rebates and federal tax credits. This event was attended by
approximately 30 people and a survey distributed at the event indicated high satisfaction. Staff has
received several follow-up calls and inquiries regarding the Micro Loan Program.
Restaurant attraction and recruitment efforts
Identifying the community's desire for additional restaurants, staff continues to proactively market
Elk River as it relates to restaurant development. Staff has created a link on our city's website
(www ci elk-river.mn.us/restaurants) tailored specifically for those looking for a location fox their
next restaurant. This site includes financial programs and incentives, available sites, a map
showcasing specific restaurant pads and more. In addition, detailed demographics are provided
for site selectors to be able to quickly determine if Elk River meets their site selection criteria.
Major restaurant chains have site criteria which must be met before locating their restaurant in a
community.
The Elk River City Council recently approved a sewer access charge and water access charge
payment program available for full service restaurants. Also approved by the Utilities
Commission, this program is one of very few in the state which allows applicants to pay these fees
over a period not to exceed five years, in conjunction with their utility bill, instead at the time of
building permit. 'This is a unique financing tool staff can use and partner with our Micro Loan
program to utilize when responding to inquiries, meeting with developers and marketing our
community. A direct mail outlining these incentives is anticipated to complete later this summer.
Staff recently attended a Retail & Restaurant Summit through the MN Real Estate Journal (MREJ)
to hear about the current retail and restaurant climate, strategies, trends and opportunities. Staff
has since spoken with the MREJ to provide additional information about available sites and
financing programs to be considered for a future issue of the MREJ publication.
Contract awarded y
:Community Footprint Audit '~'''
'I
Digital Footprint Audit
Community Brag Tour (in-market)
Stakeholder Interviews (in-market)
Focus Groups (in-market).
Community Mystery Shoppers (in-market)
Community Online Survey ~`'
..
;Attitude Awareness & Usage Study
'Community Segmentation Analysis
SWOT Analysis
'Community Brand Profile.
Community Brand Promise
;Brand Strategy
Positioning Copy
_._.._
_.
:Brand Boards
Brand Activation
~~~:
.:..€
~a•,
~. ~
. ~.,
,,
..
!Resource Allocation Audit/Community Brand ' ', ~ :` '~
:-Intro. Plan
~_._
:Train the trainer for key groups
!FINAL REPORT PRESENTATION
Brand tune up (6-12 months program concludes)
Follow up community survey
Elk River Community Branding Timeline
Restaurant Sites -City of Elk River
HOME REQUEST SERVICE LINKS MAPS
Ab~pt Elk River Restaurant Sites
Events Elk River is an ideal location to locate your restaurant. With
nearly 90,000 people in a 10-mile radius, Elk River is located
Press Releases & Publications halfway between Minneapolis/St. Paul and St. Cloud. Elk
River is the Sherburne County seat and home of the Elk River
Your Gavernment School District 728 offices.
Departments Sherburne County has a workforce of nearly 50,000 people
and the Northstar Commuter Rail began service in late 2009;
with average weekday boardings of 382 people, making Elk
Parks R Recreation River the busiest train station along the HWY 10 corridor.
Business & Housing Assistance Looking for the perfect site for your restaurant in Elk River?
We've made it easier for you;
Permits & Licensing
• Financial programs and incentives
City Code & Document Search SAC & WAC payment program for full service
restaurants
Employment ~ Volunteer restaurant pads in Elk River
• Elk River's 'Urban Spoon' restaurant listing
e Subscribe Service existing Elk River restaurants map
Thinking about opening up a restaurant? Here are some
helpful links to get you started:
In Departments:
• Franchise information
Administration Franchise restaurants for sale
Community Development If you have a restaurant idea, or are interested in touring
ERtV Channel 12 potential sites, please contact 763-635-1040.
Fire Department
Finance Printer-friendly_Version
Liquor Operations
Municipal Utilities
Police Department
Public Works
Page 1 of 1
EId1=RG°I CITY
Population: 23,792
Labor Force: 13,631
Job Growth: 38.05%
with Bachelor's Degree:
27.77%
Median Household Income:
$76,759
Travel time to Mpls: 26
minutes
Nome ~ Abaut Elk River (Events { Press_i~eleases & Pubiications { Yc~ur.Gavernment { percents {Parks & Recreation ~ Businass_& Nousirs Assistance {
€~ermtts &, Licensing {City Code_& Document Search. { Ernpiayme~t &_Voiunteer j e-Subscribe Service i Request_Service ~ t_~nks. { Maps ~ Erlerr~y City
Izawered~ GovOffice.com
http://www.ci.elk-river.mn.us/index.asp?Type=B_BASIC&SEC={DSCC3 82C-8129-450... 06/08/2011
SEARGH ~ ~Ga~