5. EDSR 04-23-2012Item #5
MEMORANDUM
TO:
FROM:
DATE:
Economic Development Authority
Clay Wilfahrt, Assistant Director of Economic Development
April 23, 2012
SUBJECT: Branding evaluation- chandlerthinks presentation
BACKGROUND
The Powered by Nature community brand rooted itself deeply in the community since it was
rolled out in the fall of 2011. During that time, the city of Elk River, its business community
and residents have built a culture around the Powered by Nature brand.
The community employs the brand in a variety of ways .including on billboards, pamphlets,
packaging, web sites, emails, promotional materials, clings, and more. Dozens of businesses
and organizations use the brand to enhance the marketing for their business and the
community.
The city launched a blog discussing the brand at www.poweredb~nature.blog.com, and
recently the Brand Champions secured, and are working to develop, a website at
w`vw.poweredbynature.com.
VISIT
As part of the brand consulting journey, chandlerthinks provides asix-month brand
evaluation to evaluate progress, identify and tackle any challenges or impediments that may
have emerged, to explore new opportunities and to make any adjustments necessary to keep
the brand launch and integration moving forward.
This visit includes meetings with primary brand drivers, city staff, the brand champions
team, and elected officials. Meetings with the brand drivers will focus on progress towards
the nearly 200 initiatives laid out in the brand .plan. Meetings with city staff and the brand
champions will focus on brand ownership, engagement, and implementation development.
Linda and Steve will meet with the EDA on Apri123rd to discuss the growth of the brand
and opportunities for further development. Members of the City Council, HRA and
Planning Commission have also been invited to attend.
P®~E~E1 ®r
N:\Departments\Community Development\Economic Development\EDA to move\Agenda\Year 2012\4-23-12 EDA ~~~~
Agenda\4-23-2012 F,DA Brand Visit Memo.doc
NEXT STEPS
Following their visit to Elk River, chandlerthinks will compile information gathered during
the trip and compile the results. They will use the information gathered and their knowledge
and understanding of community brands to develop a brand evaluation report that will
highlight progress, and identify areas for improvement and opportunities and challenges.
Staff will provide the report to the EDA when it is available.
ATTACHMENTS
Brand Accomplishments
N:\Departments\Community Development\Economic Development\EDA to move\Agenda\Year 2012\4-23-12 EDA Agenda\4-23-
2012 EDA Brand Visit Memo.doc
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1. Communications audits - Facebook
2. Formed a brand steering committee within the city
3. Created a blog - www.poweredbynature.blog.com
4. Developing www.poweredbynature.com
5. State trademark approved
6. Applied for federal trademark, currently pending
7. City uses
a. Signature, parks and rec flyers, activity center, parks program guide, business cards,
memos, letterhead, thank you cards, liquor store receipts and bags, window. clings,
tattoos, shirts, current, parks and rec guide, health fair flyers, letterhead, memos, agendas,
PowerPoint, and more!
8. 20 written testimonials received from residents at the business and energy
9. 19 video testimonials received from residents at the business and energy expo posted on social
media
10. 5 video testimonials received from businesses posted on social media
11. Formed the Brand Champions - a private sector group promoting thebrand.throughout the
...community
12. Informational branding memo sent monthly to city. staff and stakeholders
13. Consolidated databases
14. Current articles renamed to reflect the brand
15. Met with all city departments about promoting the brand
16. Developed protocol for the brand within the city
17. Conducted social media audits for each city department utilizing social media
18. Presented brand information to: YMCA Board, Library Board, Rotary, Two Rivers Referrals,
Rivers Edge Business Association, Biz to Biz, and Leadership Elk River
19. Made brand information and logo available on city's website
20. Gateway Business Park renamed to Nature's Edge Business Center to reflect brand
21. Brand Featured or mentioned in these media outlets: Star News, ERMU Connector,
Hometownsource.com, Chamber Source, EDAM Developer, and Activerain.com.
f®NESEA If
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~USih1ESSES ACID ~3RGA~ZAT~~3trIS G~AMP~I'3P~I~hIG TAE ~RA~
1) Arts Alliance
2) Downtown Rivers Edge Business Association
3) Attics to Basements
4) .Elk River Municipal Utilities
5) The Star News
6) Kemper Drug
7) Olde Main Eatery
8) McCoy's
9) ERX Motorpark
10) Sportech
11) Mortgages Unlimited
12) Elk River Printing
13) The Bank of Elk River
14) Coborn's
15) North Central Insurance
16) Elk River Chamber of Commerce
17) Elk River YMCA
18) The Homework Guy
19) WE Marketing and Design
20) ReMax
21) Insurance Brokers of Minnesota
22) Hillside Chiropractic
23) RSVP
24) Brand Champions
25) Elk River Library
26) Mynewplace.com
27) Beyond the Yellow Ribbon
28) The City of Elk River
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