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5. EDSR 06-12-2006ITEM # 5. rover MEMORANDUM TO: Economic Development Authority FROM: Heidi Steinmetz, Assistant Director of Economic Development DATE: June 12, 2006 SUBJECT: Consider Approval of Contract with Wolf Marketing & Media for Update of Strategic Industrial Marketing Plan Attachments • Wolf Marketing & Media Proposal, May 10, 2006 • Proposal Analysis • Marketing Committee Minutes, May 15, 2006 • Revised Project Schedule, June 1, 2006 Background Orieinal Plan & First Update Duckox & Associates, the EDA Marketing Committee and Economic Development staff developed the original Strategic Industrial Marketing Plan, which was the 2000-2002 Plan. The Plan was updated in 2002, which included an assessment of the original Plan and a 2002-2004 Action Plan. Issue In January, the EDA identified an update of the Plan as one of its priority goals and projects fox 2006. In April, a Request For Proposals (RFP) was distributed to four marketing consulting firms to facilitate the process, which will include an assessment of the 2002-2004 Plan and the development of a 2007-2009 Action Plan. The following three consultants responded to the RFP and an analysis of the proposals is attached: • Duckor & Associates • Wolf Marketing & Media • Baxsness Consulting Services In May, the EDA Marketing Committee reviewed the proposals. As the attached meeting minutes indicate, the Committee provided a recommendation that the EDA consider selecting Wolf Marketing & Media to facilitate the Plan update. Consider Approval of Contract with Wolf Marketing & Media for Update of Strategc Indnstnal Mazketing Plan Jnnc 12, 2006 GDA Mcering page ? of 2 Recommendation Staff recommends that the EDA consider approving the attached contract with Wolf Marketing & Media fox the update of the Strategic Industrial Marketing Plan, per the recommendation of the Marketing Committee. Project Schedule The original schedule provided in the Wolf Marketing proposal assumed that the project could begin immediately following the May 15th Marketing Committee meeting. The attached revised project schedule is based on the outcome of the EDA meeting. PROPOSAL Strategic Industrial Marketing Plan Update Wednesday, May 10, 2006 Submitted By W ' LF ~1 :A R I: IC 11~ G 8- ~L f'. D I 1 Proposal: Strategic Industrial Marketing Plan Update On behalf of the entire Wolff MnRtcer'1N~ & MEDIA team, thank you for the opportunity to submit a proposal to work with The City of Elk River Economic Development Authority and its Economic Development Division to update the City's Strategic Industrial Marketing Plan. We are particularly excited about the prospect of tackling this project because we have already been working successfully with City's Economic Development Division for more than two years on a range of marketing and communications assignments, including: ^ Direct Mail (News from the Hub newsletter, special events marketing, holiday cards, etc.) ^ Public Relations (writing of news releases, media relations) ^ Events (Minnesota Manufacturing and Technology Week Luncheon) ^ Advertising (advertising and media strategy consulting, designing and placing the Manufacturing Week thank you ad) ^ Copywriting (writing of project case studies) ^ Marketing Consulting (ongoing consulting a range of marketing issues as required) These many projects have given us the opportunity to obtain a thorough understanding of the City and its current Economic Development Objectives and Strategies, while developing excellent working relationships with City Staff. Although we would never presume to take primary credit for the many economic development successes Elk River has enjoyed during the past two years, we would like to think that the many marketing and communications projects we have worked on for the City contributed to those accomplishments. We greatly appreciate the opportunity to have worked with the City of Elk River in the past, and we look forward to the opportunity to continue to support your economic development marketing efforts in the future. The next section of this proposal consists of a point-by-point response to the seven questions posed in your April 21 Request for Proposals (RFP). WOLF MARKETING & MEDIA LLC, 18300 MINNETONKA BLVD., SUITE 208, DEEPHAVEN, MN 553 9 1-3 27 2 PHONE: (952) 960-1423 • FAX: (952) 960-1426 • WWW.WOLFMARKETING.COM W ^;~LF 1. Briefly explain your proposal. What do you think makes a successful marketing plan? A successful marketing plan is one that will provide the City of Elk River with a realistic and effective "road map" for achieving its Economic Development Objectives. To be successful, we believe that your plan must include these essential components: Situation Analysis: We will conduct primary and secondary research regarding the overall business climate, the economic development "industry," your primary and secondary markets, competitors, clients and prospective clients, and your own organization. This stage of the project will include meetings with EDA members and City staff, interviews with clients and prospective clients, and the collection of secondary information regarding the business climate, industry, market, competitors, clients and prospects, as well as a SWOT (strengths, weakness, opportunities and threats) analysis of your own organization. ^ Objectives: We will meet with EDA members, City Staff and other City officials as required to develop a complete understanding of your Economic Development Objectives. ^ Strategies: In light of your Objectives and the Situation Analysis, we will formulate and recommend high-level Marketing Strategies designed to achieve your economic development goals. ^ Tactics: We will develop and recommend specific Tactics designed to implement your Marketing Strategies. These Tactics will include specific action plans with detailed budgets and schedules. (Although it is beyond the scope of this proposal, as afull-service marketing and communications agency, we are also well-equipped to implement the chosen Tactics on your behalf. We can seamlessly take your plans from concepts to reality.) ^ Tracking: The City has done an good job of tracking its results relative to its past Strategic Industrial Marketing Plans. We will continue and build upon those efforts. We will develop a set of quantitative and qualitative measures by which results can be measured. We will also help you to track results on an ongoing basis so that "mid-course corrections' can be made if there are changes to your Objectives or to the business climate, the industry, your markets, your competition, your clients and prospects, or your own organization. The Importance of Research Although all aspects of the Strategic Marketing Planning process are necessary, we believe that the research component -the Situation Analysis - is perhaps the most vital. No one can develop a relevant marketing plan in a vacuum. It is crucial to gain a thorough understanding of the overall business climate, the economic development "industry," your markets, your competitors, your clients, your prospects and your own organization. Only by considering your Objectives in light of that data can we formulate effective Strategic Industrial Marketing Strategies and Tactics. WOLF MnRtcErtNG & MEDIA is exceptionally well qualified to conduct that research. We have completed extensive research projects for numerous clients, including economic development agencies (Wright County), architects (Walsh Bishop), contractors (Stahl Construction, Rochon Construction) and others. These projects were completed using precisely the same interviewing methods that will be required for your project. We have the training and experience you need to obtain meaningful data -and we will pull no punches. We will share all the data, both positive and negative. WOLF MARKETING & MEDIA LLC, 18300 MINNETONKA BLVD., SUITE 208, DEEPHAVEN, MN 55391-3272 PHONE (952) 960-1 423 • FAX: (952) 960-1426 • WWW.WOLFMARKETING.COM W ,;~F Al {Nk4 Ti t, s VII lif A Responsibilities Some level of interaction with the EDA and City Staff is essential and desirable. However, it is our understanding that you would prefer that we assume most of the responsibility for data collection, analysis, strategy development, tactical development and implementation, and tracking. Therefore, this proposal assumes that we will have primary responsibility for completing all of the tasks required to produce these essential Strategic Industrial Marketing Plan components. 2. How many years has your company been established? WOLF MARKETING & MEDIA is nearly five years old. We received our Certificate of Organization from the State of Minnesota Secretary of State on June 29, 2001. Our firm specializes in working exclusively with economic development agencies and other real estate- related clients. We're "all real estate, all the time." That focus makes more us knowledgeable, which results in greater value and effectiveness for our clients. 3. How many people in your company are available to work on this project? Weare athree-person firm, consisting of the owner and two employees. All three members of our team will be contributing to this project at some level. 4. Experience A. How many years of experience do you have in this field? Murray W. Wolf, the Owner and Managing Principal of WOLF MARICEr1NG & MEDIA, has worked in the area of real estate and economic development-related marketing, communications and journalism for more than 23 years. He was worked with numerous economic development groups and city officials, as well as dozens of commercial real estate developers, lenders, investors, brokers, architects, engineers, contractors and others in the field. He is the primary contact for most of the marketing and communications services that the firm already provides to the City of Elk River. Murray earned an M.B.A. with a triple concentration in Marketing, Management of Organizations, and International Business from the Columbia University Graduate School of Business in New York, and a B.S. in Mass Communications with a concentration in Advertising from Moorhead State University. John B. Mugford, is a Writer and Editor with WOLF MARKEriN~ & MEDIA. John has been working with the firm since January 2004. He has primary responsibility for researching, writing and editing the City of Elk River's News from the Hub newsletter. He has worked in the area of real estate and economic development-related journalism and marketing for more than 23 years. John earned a B.A. with a double major in English and Journalism from Winona State University. Maureen G. Scherwinski, Marketing Assistant, has been working with WOLF MARKETING & MEDIA. for more than a year, and has worked closely with the City of Elk River on projects including the planning and successful hosting of the 2005 Manufacturing and Technology Week Luncheon. Maureen has more than WOLF MARKETING & MEDIA LLC, 18300 MINN ETONKA BLVD., SUITE 208, DEEPFiAVEN, MN 553 9 1-3272 PHONE: (952) 9661 423 • FAX: (952) 9601 426 • WWW.WOLFMARKETING.COM W~;~ LF Ai iR 6411?,. & h1 i.D l9 30 years of high-level administrative and marketing experience with Twin Cities-area firms ranging from United Healthcare Corp. to Seagate Technology. Maureen earned a B.A. in English from the University of Minnesota. B. List all cities and counties for which you have completed marketing plans. Include references. 4 Due to the competitive nature of the economic development business, it has been our policy to work with only one economic development agency at a time. Therefore, this list is not long. But, the benefit to the City of Elk River is that you will continue to have our undivided attention, and there will be no conflicts of interest. City of Elk River Economic Development Division (2004 to present). As explained in the introduction, we have worked closely with the City of Elk River for more than two years, providing a full range of marketing and communications services. Wright County Economic Development Partnership (2003-04). During 2003 and 2004, we worked closely with the Wright County EDP on a range of marketing and communications projects, culminating in the development of the organization's 2005 marketing plan. We conducted extensive competitive research in early 2004, gathering and analyzing data regarding 16 competing economic development agencies -including the Elk River EDA. That competitive analysis contributed to the marketing planning process. We also worked with the Wright County EDP on public relations and events, and facilitated the brainstorming session that resulted in the selection of the organization's new tagline, "Wright Next to the Metro," which is intended to convey that Wright County is closer to the Twin Cities than some prospective clients might realize. Chisago County Economic Development (2002). In 2002, we collaborated with Barsness Consulting Services Inc. on the development of marketing materials and preparations for Chisago County's participation in the Minnesota Real Estate Journals Metro East Development Conference. That work included planning for the County's participation in the conference, as well as the development of a bylined article to be published in a special section of the MREJ. For Professional References, please see Appendix C. C. Have you completed general marketing projects for other cities and counties? Include references. Yes, we have completed numerous marketing projects for cities and counties. For the City of Elk River, we have completed these marketing projects: ^ Direct Mail (News from the Hub newsletter, special events marketing, holiday cards, etc.) ^ Public Relations (writing of news releases, media relations) ^ Events (Minnesota Manufacturing and Technology Week Luncheon) ^ Advertising (advertising and media strategy consulting, placing of Manufacturing Week thank you ad) ^ Copywriting (writing of project case studies) ^ Marketing Consulting (ongoing consulting a range of marketing issues as required) WOLF MARKETING & MEDIA LLC, 18300 MINN ETONKA BLVD., SUITE 208, DEEPHAVEN, MN 5539 1-327 2 PHONE: (952) 9601 423 • FAX: (952) 9661426 • WWW.WOLFMARKETING.COM W '~ ~,,~,~~~ _~.~ ~ ~I, ~,,, For the Wright County Economic Development Partnership, we completed these projects: ^ Research (competitive research, analysis and recommendations) ^ Strategic Marketing Planning (facilitation of strategy sessions, brainstorming of marketplace positioning, development of tagline, etc.) ^ Copywriting (writing of project case studies) ^ Public Relations (writing of news releases, media relations) ^ Marketing Consulting (ongoing consulting a range of marketing issues as required) D. List all private and non-profit companies in which you have completed marketing plans. Include references. We have not completed marketing plans for any other non-profit companies. However, we have completed marketing plans during the past two years for two private companies, both commercial real estate developers: ^ The Rending Cos., Palm Beach Gardens, Fla. (2003-04). Rendina Cos. is the nation's 3rd largest healthcare real estate developer, according to the 2005 Modern Healthcare survey. Services provided by WOLF' M.4RICErtNG included Market Research (Competitor Analysis) and Strategic Marketing Planning. ^ NexCore Group, Denver, Colo. (2005 to present). NexCore Group is a medical and mixed-use real estate development firm that was spun off of The Neenan Co., the nation's 5th largest healthcare design-build firm, according to the 2005 Modern Healthcare survey. Services provided by WOLF MARKETING include Market Research, Strategic Marketing Planning and Public Relations. For a more comprehensive list of current and past clients, please see Appendix D. E. Do you continue with ongoing education in your field? We not only continue with ongoing education in our field, we educate others. Murray Wolf is an Adjunct Professor of Marketing in the Night MBA Program at the University of St. Thomas. He is also frequently asked to speak to various local and national real estate and economic development-related trade groups. National appearances included the National Association of Industrial and Office Properties (NAIOP) National Convention in San Diego in 2004, and the upcoming Medical Office Buildings Seminar, which will be presented as part of the Building Owners and Managers Association (BOMA) North American Commercial Real Estate Congress next month in Dallas. Murray has been asked to be speaker or a panelist for these organizations: ^ Economic Development Association of Minnesota (EDAM) ^ National Association of Industrial and Office Properties (NAIOP) ^ Building Owners and Managers Association (BOMA) ^ Society for Marketing Professional Services (SMPS, a trade association primarily for marketers and business developers from architecture, engineering, construction and development firms.) Murray is also a nationally recognized authority on specialized real estate issues. Just since Jan. 1 of this year, he has been quoted in The New York Times, USA Today, NAIOP's Development magazine and several other local, regional and national newspapers, magazines and trade publications. In addition, our team regularly attends professional development conferences and seminars presented by EDAM, NAIOP, BOMA, SMPS and other groups. WOLF MARKETING & MEDIA LLC, 18300 MIN NETONKA BLVD., SUITE 208, DEEPHAVEN, MN 5539 1-327 2 PHONE: (952) 960-1423 • FAX: (952) 960-1426 • WWW.WOLFMARKETING.COM W ,I,,~~~:~~~.a~I,~~„ 6. Scope and Cost of Services A. Include a project timeline with tasks to be completed. B. Provide a total cost to develop plan, either an hourly rate with a not to exceed amount or a fixed rate. Please see Appendix A for detailed Project Plan and Schedule. Please see Appendix B for detailed Project Budget. 7. Provide any additional pertinent information about your firm or your proposal. A Fresh Perspective Should you continue to target small to mid-sized companies? Or should you aim higher, perhaps trying to attract the next Medtronic? Should you concentrate on growing existing businesses or attracting new ones? What are your most important Economic Development Objectives? To create jobs? To increase the tax base? To fill your vacant industrial sites? What are you really selling? Is it land? Financial incentives? City services? Quality of life? How can other City departments do more to assist with Economic Development? Should your Marketing Strategy focus on branding? Image-building? Increasing awareness? Generating leads? Should the City of Elk River continue to position itself as "The Light Industrial Hub of the Northwest Metro?" Or is it time for a new marketplace positioning? These are all intriguing questions -and things you must know to develop a 2007-09 Strategic Industrial Marketing Plan that will maximize the probability of your continued success. That's why, aside from our proven experience and capabilities, we believe that one of the most valuable benefits WOLF MARKETING & MEDIA will bring to this project will be a fresh perspective. Although we certainly value and will review the previous planning that has been done, the City of Elk River will be best served if we approach this project with a clean slate. Much has changed since the development of the 2002-02 Strategic Industrial Marketing Plan and the 2002-04 Action Plan. We will not undertake this project with any preconceived notions that could skew the Objectives, Strategies and Tactics that will be included in the new plan. Since were not involved in the previous planning processes, we can examine the marketplace with the unbiased eye of an independent third-party. WOLF MARKETING $t MEDIA LLC, 18300 MINN ETONKA BLVD., SUITE 208, DEEPHAVEN, MN 5539 1-327 2 PHONE: (952) 960-1 423 • FAx: (952) 960-1 426 • WWW.WOLFMAR KETING.COM W~~ ~I,~~.r.l~~ ~ ~Ir~,~~ That fresh perspective -combined with our many years of experience in real estate and economic development-related marketing and communications -makes us uniquely qualified to help you to create a 2007-09 Strategic Industrial Marketing Plan that help to ensure the continued success of your economic development efforts. We appreciate the opportunity to reply to this Request for Proposals, and we urge you to select WOLF MARKETING & MEDIA for this important project. WOLF MARKETING & MEDIA LLC, 78300 MIN NETONKA BLVD., SUITE 208, DEEPHAVEN, MN 55397-3272 PHONE: (952) 960-i 423 • FAX: (952) 960-1426 • WWW.WOLFMARKETING.COM W ~~ LF Appendix A: Project Plan and Schedule Completion Project Deliverables Primary Responsibility Date Conduct preliminary review and assessment of results of 2002-02 Murray Wolf, Catherine June 16 Strategic Industrial Marketing Plan, 2002-04 Action Plan and Mehelich and Heidi Steinmetz subsequent activity Share results of preliminary review/assessment with EDA Murray, Cathy and Heidi June 19 Marketing Committee and obtain its input and direction Identify current 2007-09 Action Plan Objectives, including potential Murray, Cathy and Heidi June 21 changes in Objectives since the Plans were last updated Identify plan components that must be updated or added Murray June 21 Develop research Objectives for client and prospect interviews Murray, Cathy and Heidi June 21 Identify and provide contact information for clients and prospects to Cathy and Heidi June 21 be interviewed, and send introductory letter Design survey questions for client and prospect interviews Murray, with input and June 23 approval from Cathy and Heidi Complete interviews with clients and prospects (primary research) Murray and John Mugford July 14 Gather necessary data regarding the overall business climate, Murray and John July 14 industry, markets, competitors, clients, prospects and your own organization (secondary research) Summarize and share primary and secondary research results Murray and John July 21 (Situation Analysis) with City Identify and select 2007-09 Action Plan Strategies based on Murray, with input and July 28 current Objectives and findings of Situation Analysis approval from Cathy and Heidi Draft 2007-09 Action Plan, including identification of specific Murray, with input and Aug. 4 Marketing Tactics with detailed budgets and schedules approval from Cathy and Heidi Finalize 2007-09 Action Plan Murray, with input and Aug. 11 approval from Cathy and Heidi Present 2007-09 Action plan to City of Elk River Economic Murray, with input from Cathy Aug. 14 EDA Development Authority and Heidi Meeting Track 2007-09 Action Plan results Murray, Cathy and Heidi ongoing WOLF MARKETING & MEDIA LLC, 18300 MINNETONKA BLVD., SUITE 208, DEEPHAVEN, MN 553 9 1-3 27 2 PHONE: (952) 960-1423 • FAX: (952) 960-1 426 • WWW.WOLFMARKETING.COM W ~.~,,:,it., . ~„~,,, Appendix B: Project Budget WOLF MARKETING & MEDIA will work with the City of Elk River to totally update its Strategic Industrial Marketing Plan, creating a new plan for 2007-09. We will conduct primary and secondary research (Situation Analysis), and work with you to identify and select specific Objectives and Strategies. We will research, propose and recommend specific Tactics, complete with detailed budgets and schedules. We will advise and assist you in the implementation of those Tactics, and we will continue to work with you on an ongoing basis to track the success of your marketing efforts relative to the plan Objectives. Deliverables Complete Date • Situation Analysis, including up to 10 client and prospect interviews July 21 • Identify Strategies and Tactics July 28 • Finalize and present 2007-09 Strategic Industrial Marketing Plan Aug. 14 • Implementation, tracking and measurement of success ongoing Proposed Budget $10,900 Options • Additional interviews with clients and prospects. Budget include 10 completed interviews. Additional interviews are available at a cost of $100 per interview. • We can facilitate a live focus groups with 6-8 clients or prospects at your facility for a cost of $500 per focus group. Notes • Payment Terms: 50% of total is due at the start of the project, 25% on July 21 and the balance on Aug. 14. • Focus Group Expenses: Budget does not include any out-of-pocket costs potentially necessary for conducting the optional focus groups, including meeting space, food and beverages, incentives payments, audio or video recording, etc. Any such expenses will be the responsibility of the City of Elk River. • Adjustments: Budget is based on the listed specifications. Any changes will require a budget adjustment. • Cancellation: Client agrees to pay all approved fees and expenses for project as invoiced and further agrees that, if project is cancelled before completion for any reason, client will pay for all fees and expenses incurred up to the cancellation date upon submission of appropriate documentation of percentage of work performed. Thank You! Submitted By: }~l' (LA~~~ ~G~ J'vH. WOLF MA NG & MEDIgILLJC Mav 10. 20 ~\J( Date Budget Approved: City of Elk River Date Upon acceptance, please return one copy of the signed budget by fax or mail to the address below: WOLF MARKETING & MEDIA LLC, 1 8300 MINNErONKA BLVD., SUITE 208, DEEPHAVEN, MN 5539 1-327 2 PHONE: (952) 9661423 • FAX: (952) 9647 426 • VJWW.WOLFMARKETING.COM W Appendix C: Professional References Ms. Catherine Mehelich Director of Economic Development City of Elk River 13065 Orono Parkway, Box 490 P.O. Box 490 Elk River, MN 55330 Main Phone: (763) 635-1000 Fax: Direct Line: 763-635-1041 cmehelich @ci.el k-river. mn.us Ms. Heidi Steinmetz Assistant Director of Economic Development City of Elk River 13065 Orono Parkway P.O. Box 490 Elk River, MN 55330 Main Phone: 763-635-1000 Fax: 763-635-1090 Direct Line: 763-635-1042 htteinmetz@ci.el k-river. mn.us Mr. Noel LaBine Executive Director Wright County Economic Development Partnership 6800 Electric Drive P.O. Box 525 Rockford, MN 55373 Main Phone: 763-477-3000 Fax:763-477-3054 Direct Line: 763-477-3086 nlabine@whe.org Mr. Jason Wittwer Director -Real Estate Marketing Master Development Group 125 W. Broadway Ave. Minneapolis, MN 55411 Main Phone: (612) 872-9200 Fax: (612) 236-1678 Direct Line: (612) 236-1628 jasonw@mastermn.com Mr. Michael Thorsland President Venture Mortgage 7801 E. Bush Lake Rd., Suite 350 Edina, MN 55439 Main Phone: (952) 893-1877 Fax: (952)893-9312 Direct Line: (952) 893-1877 m ick@ventu remortgage.com 10 WOLF MARKETING & MEDIA LLC, 18300 MINNETONKA BLVD., SUITE 208, DEEPHAVEN, MN 5539 1-327 2 PHONE: (952) 960-1 423 • FAX: (952) 960-1426 • WWW.WOLFMARKETING.COM F „~<<a<<., a ~,~~~,~ Current Clients Appendix D: Selected Clients 1 master '"""°~"~'~° Master Minneapolis Master is afast-growing real estate, civil engineering and construction firm. Services provided by WOLF' M.4RICETIMG include Public Relations (News Releases, Media Relations, etc.), Advertising (Copywriting, Media Planning and Media Buying), Brochure (Consulting and Copywriting) and Web Site (Copywriting). OI City of Elk River Economic Development Elk River, Minn. Elk River is one of the fastest-growing communities in Minnesota, according to the U.S. Census Bureau. Services provided to the Economic Development Division by WOLF MARKETING include Public Relations (News Releases, Media Relations, Newsletter, Case Studies, etc.), Advertising (Design, Copywriting, Media Planning and Media Buying), Direct Mail (Design, Development and Copywriting), Events and Marketing Consulting. enture Mort a e Venture Mortgage Corp. Edina, Minn. Venture Mortgage is one of the leading Minnesota commercial mortgage banking firms. Services provided by WOLF MARKETING include Advertising (Design, Copywriting, Media Planning and Media Buying), Web Site (Design, Development and Copywriting) and Direct Mail (Design, Development and Copywriting). NexCore Group NexCore Denver, col. ~ NexCore Group is a medical that was spun off of The Nee design-build firm, according to the 2005 Modern Healthcare MARKETING include Market Research, Strategic Marketing P Selected Past Clients and Projects and mixed-use real estate development firm nan Co., the nation's 5th largest healthcare survey. Services provided by WOLF' tanning and Public Relations. Walsh Bishop Associates Inc. " ' ' ` `" " '" ' '" "' " ' Minneapolis, Minn. Walsh Bishop Associates Inc. is the 12~" largest architectural firm in the Minneapolis-St. Paul Metro Area, according to the 2006 Business Journal8ook of Lists. Services provided by WOLF MARKErirvc included Market Research. Hammel Green and Abrahamson Inc. Minneapolis, Minn. HGA is the 2nd largest architectural firm and the 12~" largest engineering o :~~~.,~~„~ E,~o,,:.,~,~. P,,.~~ firm in the Minneapolis-St. Paul Metro Area, according to the 2006 WOLF MARKETING & MEDIA L.L.C, 183~~ MIN NETONKA BLVD., SUITE 208, DEEPHAVEN, MN 553 9 1-3 27 2 PHONE: (952) 9641423 • FAX: (952) 9641426 • WVJw.WOLFMARKETING.COM W ;ELF Mautiti fir. e Vi ini~ Business Journal Book of Lists. Services provided by WOLF MaRtcET1NG included Copywriting (Brochures, Direct Mail, Web Site, Project Case Studies, White Papers, Articles and Proposals). 12 WOLF MARKETING & MEDIA LLC, 18300 MINNETONKA BLVD., SUITE 208, DEEPHAVEN, MN 5539 1-327 2 PHONE: (952) 9601 423 • FAX: (952) 960-1426 • WWW.WOLFMARKETING.COM T A T r T T 13 VI +¢Ft IVG 4 li ri.Uld Appendix D: Selected Clients (continued) Knutson Construction Services / Golden Valley, Minn. Knutson Construction is the 8`" largest general contractor in the Minneapolis-St. Paul Metro Area, according to the 2006 Business Journal Book of Lists. Services provided by WOLF MARt«trtG included Market Research (Secondary Market Research). (Work for Knutson was done as a subcontractor to another marketing firm.) Stahl Construction Co. UTAH l_ `~"' "" Rochon Corp. ~~ ,~~,,~' i Roehon Plymouth, Minn. ",,~"°, ~~' Corporation Rochon Corp. was the 24'h largest general contractor in the Minneapolis- ~'"';,,n!j°~~~ ' St. Paul Metro Area, according to the 2005 Business Journal Book of Lists. Services provided by WOLF MARKETING included Market Research (Focus Groups, and Telephone Interviews) and Marketing Consulting. (Work for Knutson was done as a subcontractor to another marketing firm.) St. Louis Park, Minn. Stahl Construction is the 21 si largest general contractor in the Minneapolis-St. Paul Metro Area, according to the 2006 Business Journal Book of Lists. Services provided by WOLF MaRt<Eittvc included Market Research (Focus Groups, Telephone Interviews) and Marketing Consulting. :;rneEconomicDevetopn,ent yVri ht Count Economic Develo ment ~~~Parutcrship of Wright County Roc grd, Minn. ~ p Wright County is one of the fastest-growing counties in Minnesota, according to the U.S. Census Bureau. Services provided to the Wright County Economic Development Partnership by WOLF MARKETING included Market Research, Strategic Marketing Planning and Copywriting (Project Case Studies). ©Marshall Erdman&Associates Marshall Erdman & Associates .ar, Madison, Wis. Marshall Erdman is the nation's 2nd largest healthcare design-build form, according to the 2005 Modern Healthcare survey. Services provided by WOLF MARKE?ING included Copywriting (Brochures). `'r , „, " , ,tlla,,,, ~ Rendina Cos. Palm Beach Gardens, Fla. Rendina Cos. is the nation's 3rd largest healthcare real estate developer, according to the 2005 Modern Healthcare survey. Services provided by WOLF MARtcETtMG included Market Research (Competitor Analysis) and Strategic Marketing Planning. Coldwell Banker Acclaim Real Estate Coon Rapids, Minn. Coldwell Banker Acclaim is Minnesota's highest-producing Coldwell Banker franchise, according to Coldwell Banker Real Estate Corp. Services provided by WOLF MARKETING included Public Relations. WOLF MARKETING & MEDIA LLC, 1 $300 MIN NETONKA BLVD., SUITE 20$, DEEPHAVEN. MN 55391 3272 PHONE: (952) 9601423 • PAX: (952) 960-1426 • WWW.WOLFMARKETING.COM C a m c ~~ y ~ ~' O m Q N ~ - In ~ ~ r ... 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E ~ C C N N y U U ~ vl O N O _ L O C 0 O _ C _ O N ~` (6 ~ to m N m N T a E ~. T >. OM ~ N ~ ~ ~ ~ ~ ~ ~ M N O ~ r U O) C t0 ~ N r y N Y CJ C y j Q .r N O (0 ~ N poll ~~ot3 (0 O N OOU(n MEETING OF THE ELK RIVER ECONOMIC DEVELOPMENT AUTHORITY MARKETING COMMITTEE HELD AT ELK RIVER CITY HALL MONDAY, MAY 15, 2006 Members Present: Jim Barthel, Chris Carlson, Jerry Gumphrey, Gary Santwixe, Dan Tveite and Mark Uxista Members Absent: Dave Ehlers Staff Present: Director of Economic Development Catherine Mehelich and Assistant Director of Economic Development Heidi Steinmetz Introductions /Strategic Industrial Marketing Plan Background Assistant Director of Economic Development Heidi Steinmetz welcomed new member Jerry Gumphrey as the City Council representative. Ms. Steinmetz mentioned that Dave Ehlers of Metal Craft Machine and Engineering is also a newly appointed member, serving as a business marketing representative, but was unable to attend the meeting. Ms. Steinmetz provided background information regarding the original Strategic Industrial Marketing Plan and the 2002 update of the plan, which were facilitated by Anita Duckox of Duckox and Associates. She added that the current plan provided goals and strategies through the end of 2004, which prompted staff to generate a Request Fox Proposals (RFP) fox the update of the plan, which would last through 2009. Catherine Mehelich added that the reason staff circulated the RFP was because the EDA's 2006 budget includes a facilitated plan update and that staff had limited time to dedicate to the plan update. Ms. Steinmetz distributed two items to the Committee: an e-mail from Dave Ehlers indicating his input regarding the Strategic Industrial Marketing Plan proposals and staff's Proposal Analysis. 2. Consider Strategic Industrial Marketing Plan Update Proposals The Committee discussed the general history of the plan and the similarities and differences between a few years ago and now regarding the City's product offering (land). Director of Economic Development Catherine Mehelich stated that the Committee played a large role in the development of the EDA's Northstax Business Park, which proved successful last year when three lots sold prior to the installation of infrastructure. The Committee also discussed the validity of completing a marketing plan when the City appears to be short on industrial land to market again. Ms. Mehelich stated that the plan update would provide the EDA recommendations fox identifying and securing land that would be suitable locations fox the types of industry the EDA Marketing Committee I~linutes May 15, 2006 Page 2 Committee recommends the EDA/City try to attract She indicated it would be premature for the EDA to acquire land without a specific use ox target industry in mind and suggested the Committee, through the plan update, discuss whether the City continue to recruit the small to medium light industrial companies (20,000 SF machine shops) ox consider recruiting and marketing fox a higher level of industrial development or both since the marketing techniques axe different fox each. The Coxntttittee discussed the three proposals that were submitted as a result of the RFP: Duckox and Associates, Wolf Marketing and Media and Barsness Consulting Services. Committee member Gary Santwire commented that he saw no tie between the work Duckox and Associates completed fox the past two plans and the progress that the EDA has made regarding industrial development. He added that he is concerned about Ms. Duckox's lack of real estate experience. He stated that real estate experience is key to marketing fox industrial development Mr. Santwire indicated that it is time to hire someone new to complete the update of the plan, that he is impressed with both Wolf Marketing and Media and Barsness Consulting Services but that Wolf Marketing's experience in real estate marketing is the EDA's "best bet" in completing a successful plan. He added that the City's current relationship with Wolf Marketing is either a plus ox a minus. Catherine Mehelich mentioned that the City has been working with Wolf Marketing fox a couple of years on various marketing activities, namely the Economic Development newsletter. Committee member Chris Carlson asked the Committee if past marketing efforts assisted the City in recruiting industrial companies. Committee member Jim Barthel commented that the efforts had helped because the original plan and the 2002 update changed the City officials' and staffs attitude toward industrial development. He stated that the two plans were a starting point to attract the small to medium- sized companies, which will help attract large companies someday. He added that there was available land several years ago but that it was the price of the land that caused the lack of development. Gary Santwire and Chris Carlson concurred. Gary Santwire asked staff about the current availability of industrial land. Catherine Mehelich indicated that the City owns 60-net acres of commercial and industrial land located off of 171" Avenue but that the property is not immediately ready for development and the amount of wetlands on the site will limit the amount of developable acres. She added that the gravel mining area may be an option fox a portion to be industrial. Gary Santwire inquired about the City's realistic market fox industrial development. Member Dan Tveite stated that the City should ease into changing its marketing efforts and noted the EDA's recent discussion regarding its "value goal" fox industrial development: market value ox job creation. Heidi Steinmetz added that this topic would be an excellent addition to the marketing plan update. Dan Tveite added that "new eyes" axe needed for the update to avoid stale information. EDA :Marketing Committee iVlinutes May 15, 2006 Page 3 Catherine Mehelich stated that the update will include a results assessment of the 2002-2004 Action Plan and that the Committee may want to recommend focusing more marketing dollars on Website development since industrial site selectors highly depend on the Web. Jim Barthel reminded the group that the City should not abandon its current marketing focus because changing the focus will take time; however the focus needs to be expanded beyond the current marketing tagline of "The Light Industrial Hub of the Northwest Metro." Member Jerry Gtunphxey commented that Anita Duckar did not do hex job on the previous plans and that he agrees with Dan Tveite that "new eyes" axe needed for the update. He added that the market dictates the location of corporate campuses and that the City should maintain its light industrial focus. Member Maxk Uxista stated that the Committee will discuss the next steps/goals in the industrial marketing process but that the consultant will make suggestions for activities fox how to achieve those goals. He stated that he preferred the Wolf Marketing proposal without realizing the price and that Wo1Ps detailed project timeline indicating tasks and who would perform those tasks was especially impressive. Catherine Mehelich mentioned that the Wolf Marketing proposal included the option of facilitating focus groups of six to eight clients ox prospects, which may be a nice addition to the plan. Gary Santwire stated that competitive and market analyses axe important parts of a marketing plan. Heidi Steinmetz indicated that staff completed the competitive analysis for the 2002 plan update and that athird-party (the consultant) should complete the analysis to avoid distorted results. Gary Santwixe restated that the consultant's real estate experience is key for this update. Chris Carlson concurred but added that he liked Ms. Duckox's work but also likes Wo1Ps proposal. Gary stated that he was disappointed with Ms. Duckor's work mainly because she delegated most of the work and that staff should not be the consultant's administrative assistants. Gary Santwire and Maxk Urista stated the importance of completing an industrial land inventory. Dan Tveite added that the inventory needs to include the services offered within the City, including the future Northstax Corridor line. 3. Committee Recommendation MOVED BY MARKETING COMMITTEE MEMBER SANTWIRE AND SECONDED BY MARKETING COMMITTEE MEMBER GUMPHREY TO RECOMMEND THAT THE EDA CONSIDER SELECTING WOLF MARKETING AND MEDIA AS THE FACILITATOR OF THE 2007-2009 EDA Marketing Committee Minutes May 15, 2006 Page 4 STRATEGIC INDUSTRIAL MARKETING PLAN UPDATE. MOTION CARRIED G-0. 4. Adjournment The meeting of the EDA Marketing Committee adjourned at 5:30 p.m. ,,~~~- Heidi Steinmetz Assistant Director of Economic Development W 'ELF ~., ,~r,., ~t.. ~ ~,, ~~~, Appendix A: Project Plan and Schedule (REVISED 6/1/06) Completion Project Deliverables Primary Responsibility Date Conduct preliminary review and assessment of results of 2002-02 Murray Wolf, Catherine July 12 Strategic Industrial Marketing Plan, 2002-04 Action Plan and Mehelich and Heidi Steinmetz subsequent activity Share results of preliminary review/assessment with EDA Murray, Cathy, Heidi and July 17 Marketing Committee and obtain its input and direction Marketing Committee Identify current 2007-09 Action Plan Objectives, including potential Murray, Cathy and Heidi July 19 changes in Objectives since the Plans were last updated Identify plan components that must be updated or added Murray July 19 Develop research Objectives for client and prospect interviews Murray, Cathy and Heidi July 19 Identify and provide contact information for clients and prospects to Cathy and Heidi July 19 be interviewed, and send introductory letter Design survey questions for client and prospect interviews, and Murray, with input and July 21 design discussion guide for focus group approval from Cathy and Heidi Complete interviews with clients and prospects (primary research) Murray and Jahn Mugford Aug. 11 Gather necessary data regarding the overall business climate, Murray and John Aug. 11 industry, markets, competitors, clients, prospects and your own organization (secondary research) Summarize and share primary and secondary research results Murray and John Aug. 18 (Situation Analysis) with City Identify and select 2007-09 Action Plan Strategies based on Murray, with input and Aug. 25 current Objectives and findings of Situation Analysis approval from Cathy and Heidi Share Action Plan Strategies with EDA Marketing Committee and Murray, Cathy, Heidi and Aug. 28 obtain its input and direction Marketing Committee Draft 2007-09 Action Plan, including identification of specific Murray, with input and Sept. 1 Marketing Tactics with detailed budgets and schedules approval from Cathy and Heidi Finalize 2007-09 Action Plan Murray, with input and Sept. 8 approval from Cathy and Heidi Present 2007-09 Action plan to City of Elk River Economic Murray, with input from Cathy Sept. 11 WOLF MARKETING & MEDIA LLC, 18300 MINNETONKA BLVD., SUITE 208, DEEPHAVEN, MN 55391-3272 PHONE: (952) 960-1 423 • FAX: (952) 960-1 426 • WWW.WOLFMARKETING.COM W~;~ LF M'. lihY i 11[l 9 lIti PIS Development Authority and Heidi EDA Meeting Track 2007-09 Action Plan results Murray, Cathy and Heidi ongoing WOLF MARKETING f~ MEDIA LLC, 18300 MINNETONKA BLVD., SUITE 208, DEEPHAVEN, MN 55391 3272 PHONE: (952) 960-1423 • FAX: (952) 960-1 426 • WWW.WOLFMARKETING.COM