6. EDSR 10-10-2011Item #6.
MEMORANDUM
TO: Economic Development Authority
FROM: Clay Wilfahrt, Assistant Director of Economic Development
DATE: 10 October 2011
SUBJECT: Branding Update
ATTACHMENTS
•Kempex Drug logo
•Art Crawl Flyer
BRANDING STRATEGY
At the September 12~' EDA meeting, Chandlerthinks presented the brand plan that was the
culmination of their research throughout the branding process which began in January of this
year. 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 12t" meeting, the EDA authorized staff to move forward with implementing the
Elk River brand, followed by authorization from the City Council on September 19t". The
branding project was identified as a goal in the Visioning and Goals approved by the Elk River
City Council, and it has been deemed a priority by the EDA and Council.
Since the September 12t" meeting, City staff has been working diligently to 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 committee is establishing protocols for the
use of the tagline and its graphic interpretations within the City. Templates are established to use
for business cards, letterhead, and other marketing materials. The tagline "Powered by Nature"
will also be appearing on liquor store receipts. The group is working on trademarking the logo.
Periodic emails are sent to City staff outlining progress and protocols for the brand.
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 manufacturers 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.
Private businesses and organizations are picking up the logo as Attics to Basements is placing it
on a billboard, and Elk River Printing, Kemper Drug and the Arts Alliance are all using the
Powered by Nature logo in their advertising. Sweet P's is in the process of changing the names of
their ice cream to follow the theme of the brand.
To further promote the brand as well as circulate ideas for implementation, a blog has been
created at http://poweredb~~nature.blog.com as a point of reference for staff and the community.
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 recommend 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. Presentations are currently scheduled with Rotary
and the Library Board 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.
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2nd Annual
Cja
Downtown Elk River
Thursday,
October 20, 2011
5PM to 9PM
Stroll Through Downtown Elk River
and see Local Artists displaying
and selling their art in Downtown Businesses.
Listen to music, .enjoy refreshments
Enter a drawing to win $100.00'
Sponsored by The RiversEdge Downtown Business Assoc.,
The Arts Alliance and by The City of Elk River Park and Rec Dept.
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bringing home the arts R.1V~r
Parks and
Recreation
*Attendees can compete for a cash prize by completing a "Mystery Phrase" as they visit the various artists. The prize will
be awarded via a drawing. Refreshments will be served at the Arts Alliance as well as some of the other locations.
"~y,