9. EDSR 07-11-2011Item # 9
MEMORANDUM
'~`
TO: Economic Development Authority
FROM: Annie Deckert, Director of Economic Development
DATE: 11 July 2011
SUBJECT: Branding and marketing update
Branding and Marketing Strategy
Chandlerthinks will be in Elk River July 18`" and 19`" to present the research results and overall
branding strategy to the branding subcommittee. Input and suggestions from the committee will
be incorporated into the final brand and two-year plan. Staff and chandlerthinks are working
together to determine a date in September for final presentation and adoption of the brand plan.
This meeting is also intended to build momentum, instill pride, confidence and buy-in of the plan.
In addition to the final presentation of the brand, a meeting will be held with the branding
subcommittee and all who participated in the initial market research to engage and prepare them
to help champion the brand. Finally, chandlerthinks will be holding `train the trainer' sessions
with interested organizations and civic groups to demonstrate how the community brand can be
incorporated to their respective marketing efforts. This will provide the tools needed to explain,
advocate for, interpret and integrate the brand strategies and tactics into their work in the
community. The brand plan will be revisited one year after execution 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 citizen satisfaction 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~', and "Enhance and Expand community Involvement
and publicparticipation" 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.
The survey is currently being finalized and is anticipated to be available to the public the week of
July 11`". Data tabulation will occur late July, and results and final report axe anticipated to be
complete sometime in August.
Restaurant attraction and recruitment efforts
In addition to the restaurant efforts identified at the June 13`'' meeting, staff has recently began
working with a restaurant broker to raise awareness about available sites/property owners,
financial programs/ incentives and demographics. Staff will continue to provide updates as they
occur.
An advertisement appears in the 2011-2012 Economic Development Association of Minnesota
(EDAM) directory outlining the SAC/WAC payment program, Micro Loan program and other
amenities attractive to developers. EDAM is professional association of individuals and
organizations (approximately 800 members) throughout the state of Minnesota who strive to
advance economic development in the state.