8. HRSR 10-03-2011Item #8.
MEMORANDUM
.V~t~Y`
TO: Housing and Redevelopment Authority
FROM: Clay Wilfahrt, Assistant Director of Economic Development
DATE: 3 October 201 I
SUBJECT: Branding and Marketing Update
BACKGROUND
At the September 12`'' EDA meeting, Chandlerthinks presented the brand plan that was the
culmination of their research. The brand plan identified a brand promise, tagline and creative
interpretations for the brand. The plan also included recommended strategies for
implementation.
At the September 12~` meeting, the EDA authorized staff to move forward with implementing the
Elk River brand, followed by authorization from the City Council on September 19`''. The
branding project was identified as a goal in the Visioning and Goals approved bythe Elk River
City Council, and it has been deemed a priority by the EDA and Council.
PROCESS
Since the September 12~' meeting, City staff has been working diligentlyto roll out the brand.
The first step in achieving this was to assemble a steering committee for the brand per a
recommendation from the brand plan to ensure the brand was communicated with a unified
voice. Tina Allard from Administration, RaeAnn Gardner from Parks and Rec, Michelle
Martindale from Utilities, Bob Thistle from Administration, and Clay Wilfahrt from Economic
Development were staff selected to comprise this group.
The steering committee has met several times since its inception to determine standards for the
brand as well as strategies for implementation in materials such as email signatures, letterhead,
business cards, and other marketing materials. The group is also exploring trademarking the logo.
Staff is working to promote the brand outside of City Hall. A presentation was given to the Two
Rivers Referrals group, the River's Edge Business group and local manufacturer who will be
incorporating the brand into their marketing efforts. Additionally, staff met with the Elk River
Area Chamber of Commerce; a significant partner in brand implementation
To further promote the brand as well as circulate ideas for implementation, a blog has been
created at http://poweredbynature.blog.com as a point of reference for staff and the community.
NEXT STEPS
The next steps in this process includes both public and private parties. The City will be
establishing protocols for the use of the tagline and its graphic interpretations within the City.
Templates will also be established to use for business cards, letterhead, and other marketing
materials. Meetings will be held with those involved in marketing the city to determine how to
incorporate the brand into all marketing materials. As a result of all of this, the brand will
eventually be incorporated into all City marketing efforts.
Outside of the City, there will be amulti-faceted approach. The first approach is establishing
leadership through the assembling of a committee. Staff will help assemble a group of individuals
from the private sector to steer the brand in the private sector. Their role will be to help promote
the brand to businesses, organizations and residents, and to establish proper uses. Community
organizations can utilize the brand at their leisure, and staff will be available to guide them as
applicable.
The second approach is to raise awareness. A presentation is currently scheduled with Rotary;
and staff is working on scheduling a presentation with the Elk River YMCA. Staff and
community members will be presenting information on the brand and how it pertains to local
businesses and non-profits to engage the community and gain support.
ATTACHMENTS
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Euery day each of us has an opportunity to promote our Powered By Nature brand,
Some opportunities are very blatant, e.g. if someone asks ~~~~hat you think of the
brand plan. Hov.ever, some are much mare subtle,
The v;ord'hdature' in Pov,<ered by filature refers both to the outdoors as v~ell as to
Eik River residents' kind and compassionate disposition. The re-search highly
indicated that both residents of Elk River and l~sitors l~alue the kindness and
friendliness of the people here. So it you are looking far a ~F1ay to energi?e our
Brand, hold the door for someone, Take time to give someone goad diredlor~s, or
do something else that retlects the kind and compassionate disposition of our
community, Remember that every citizen is an integral part of this brand, and Tv,~er
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seemingly small asks of kandness define our community and reintorce our bland- ~ccordin; to a recent estimate, ~~
Pov~~ered by Nature! percent of l;innesota businesses d~~~r t
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Pov~~ered By Nature! That is the tagline that a recent Brand Plan uses to sum up the interested in more information al_~o_~-~'(~_
major characteristics of Elk River-small, friendly, outdoorsy, and well-located. The Ri~~er= ne++~ brand`' Visit our Blc
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tagline also came with an e:~tensive implementation plan. So hov;~ and vrhy should _
http,: t.co; jCQ2JSlo q da~-s ae
Businesses and organizations use this? Iiol~~ do ti-ou think: Elk Ricer is P~ ° rr~'rr
Think of a room full of people a(! signing different notes inharmoniously. It is moskly nature^; da ~: agc
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