7. EDSR 06-11-2012REQUEST FOR ACTION
TO ITEM NIUMBER
Economic Develo ment Authori 7.
AGENDA SECTION MEETING DATE PREPARED BY
June 11, 2012 Clay Wilfahrt, Assistant Director of
Economic Develo ment
ITEM DESCRIPTION REVIEWED B)/
Branding and Marketing Update Annie Deckert, Director of Economic
Develo ment
REVIEWED BY
ACTION REQUESTED
None
BACKGROUND/DISCUSSION
Website
As recommended inthe brand plan, staff is working on a redevelopment of the city's website.. We had
originally planned to develop a site .for just the economic .development department but found that there
would be a significant cost savings by combining development of the entire city site with economic
.development. The EDA budgeted for a website in 2012, the city plans to upgrade their. site in 2013.
A web development team interviewed various firms. and selected Civic Plus to complete the redesign. We
expect to begin development of the economic development website in June-and anticipate. completion by
early fall.
Community brand website
Recognizing the need for a central location for information about the community brand and per brand
plan recommendation, the Brand Champions have partnered with city staff to develop a website at
www.poweredbynature.com. The site will house brand information, images, logo files, ideas of use, news
and more. The page is in the .final stages of development and is expected to be completed by mid June.
The site will be maintained by= the Brand Champions.
Testimonials
Staff is scheduling video testimonials with downtown businesses to demonstrate how the downtown
businesses are powered by nature. Staff anticipates the videos to be available online (social media,
website and blog) in July.
Rillk~~r~l
Per brand plan recommendation, abillboard promoting Elk River and the community's Powered By
Nature brand will be displayed along US Hwy 169 between Elk River and Zimmerman starting July 1.
The billboard will move to Highway 10 east of Elk River in September.
@'®IrE~Ei~ 1r
~~~~
Marketing Materials
We have redesigned all economic development marketing materials to incorporate the brand and to create
cohesion. Material included in the folder are the business finance toolkit, a community profile, a
homeowners toolkit, a map of business sites, a flyer of key development areas highlighting available lots
in Northstar Business Park and Nature's Edge Business Center, and a restaurant marketing piece. Staff
will continue to incorporate the new themes in future marketing materials to maintain cohesion. If you
would like additional copies of any of the materials, please let us know.
Arts Alliance Sponsorship
At the May 14 meeting, the EDA authorized staff to work with the Elk River Area Arts Alliance to
negotiate a $1,000 sponsorship for ArtSoup. The economic development department will sponsor the
main tent at the 2012. event. The sponsorship will include signage and a booth at the event as well as logo
placement on any promotional materials.
Brand Brochure
Staff is working to design an informational brochure about the community brand to be distributed at the
Elk River liquor stores. Employees often receive questions because of the logo's visibility within the
store, on bags, at local businesses and through various community organizations. The piece will- explain
how Elk River is powered by nature while showcasing many opportunities Elk River: has to offer..
EDA Available Sites
The street department will. create lot signs utilizing the brand to advertise available lots in Northstar
Business Park and Nature's Edge Business. Center. We anticipate the signs to be displayed. by the end. of
June.
Data Center Summit
Staff worked with Elk River Municipal Utilities and Sherburne County to advertise at the Minnesota Real
Estate Journal's High Performance Space and Data Center Summit. We provided marketing materials
highlighting Elk River's competitive advantages in recruiting data centers to everyone at the. conference.
Additionally, staff had a booth at the event and spoke to several attendees about data center
development.
Photo Contest
The Elk River Star News and city staff are working together to hold a photo contest. The contest will
seek photographers to capture and submit their best photo depicting what Elk River is about. -The
finalists will have their photos on display in the Lions Park Center during the 4t'' of July celebration.
Visitors will have a chance to vote for their favorite picture and the winner will be given a prize.
ATTACHMENTS
• Economic development marketing materials (to be provided at meeting)
Action Motion by Second by Vote
FOllow Up