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EDSR INFORMATION #2 12-10-2012 Elk REQUEST FOR ACTION M River TO ITEM NUMBER Economic Development Authority INFORMATION AGENDA SECTION MEETING DATE PREPARED BY INFORMATION December 10, 2012 Clay Wilfahrt,Assistant Director of Economic Development ITEM DESCRIPTION REVIEWED By 2012 Marketing Summary Annie Deckert, Director of Economic Development REVIEWED BY Cal Portner, City Administrator ACTION REQUESTED None BACKGROUND/DISCUSSION Throughout 2012, Economic Development staff utilized a number of marketing initiatives to promote development, city land, the brand, and other city events and initiatives. Here is a list of some of the more notable accomplishments with applicable results: Marketing Materials —All Economic Development marketing materials were redesigned to better reflect the Powered by Nature brand. New marketing pieces include a Data Center Toolkit and Restaurant Toolkit. Staff has distributed over 200 packets of information at BRE visits,MREJ events, Realtors Day, and other events. Fats, Oils, and Grease Awareness—Partnering with Waste Water and Municipal Utilities staff, over 4,500 flyers were distributed in water bills informing residents of proper disposal techniques for Fats, Oils and Grease. The initiative was started after Waste Water discovered that pipes near large grease users were becoming clogged from improper disposal. Developing by Nature—The Economic Development newsletter converted to an E-newsletter in 2012 with great success. The two newsletters that were sent out were each viewed by about 250 people and 25 people clicked links in the newsletter. Reception for the newsletter has been positive. Manufacturers' Connection—Three Manufacturers' Connections events were held with about 20 to 25 people attending each. The meetings covered training programs,workforce centers, and education. The Manufacturers Connections have led to an increasingly strong relationship between the city, manufacturers, and schools. A front-page article in the Star News covered the meetings and their progress towards training a future workforce. Manufacturers Week—75 students toured four manufacturing facilities during manufacturers week following feedback gathered during the September Manufacturers' Connection meeting. Daily posts on Facebook,Twitter and the blog promoted Elk River manufacturers. A half page ad appeared in the Star News thanking Elk River manufacturers for their contributions to the community. P.—DIEM I Y N:\Departments\Community Development\Economic Development\EDA to move\Agenda\Year2012\12-10-12 EDA NATURE Agenda\2012 Marketing Accomplishments(2).docx Branding—The brand continues to gain momentum. In 2012, several notable achievements occurred: • Partnered with the Star News, Sandhill Photography Club, and the Independence Day Committee to host a photo contest. • Worked with the Activity Center to hold a Powered by Nature writing contest. • Filmed 20 promotional video testimonials featuring local businesses. They are available on www.poweredbynature.blog.com and the economic development Facebook page. • Filmed over 20 testimonials from residents at the business and energy expo explaining how they thought Elk River is Powered by Nature. • Met with Prime Advertising to redesign The Current to better reflect the brand. • The Brand Champions developed the website www.poweredbynature.com as a resource for those seeking to utilize or gain information about the brand. • The Powered by Nature brand was featured at the August 9th and 10th International Economic Development Council Marketing and Attraction Training Class. • Powered by Nature logo added to the entrance signs at City Hall • A billboard promoting quality of life in Elk River and encouraging travelers to take a closer look at Elk River went up on Highway 169 North of town in July and moved to Highway 10 east of town in September. Business Retention and Expansion Visits—Staff visited 10 businesses in 2012 to learn about their businesses and distribute information about the city and its programs. The businesses visited were: • J&J Machine—A CNC machining company located in a 43,000 square foot facility and employing over 75 people. They primarily manufacture parts for the semiconductor industry. • Gradient Tech—They specialize in commercial,petrochemical and governmental projects including synthetic fuel production, autothermal hydrogen generation,munitions demilitarization and chemical conversion of explosive materials. • Pomeroy Tool—Employing seven,Pomeroy tool is a CNC machine shop that creates precision parts for computer,aerospace, electric motor,textile and special machine industries. • Contour Mold—Contour Mold is located in a 12,000 square foot building and employs six people full-time. They manufacture molds for plastic parts. • Cymbet—Cymbet researches and develops solid state batteries for products such as cell phones,medical devices, and computers. • Guardian Angels—Guardian Angels has been in Elk River since 1965. They employ over 300 people and recently completed an expansion of the memory care facility. • Tescom—Located in a 46,000 square foot facility,Tescom manufactures custom engineered pressure control devices for aerospace, defense, alternative fuels, diving,laboratory, and more. They employ over 100 people full-time. • Professional Service Bureau—providing collections services primarily for the healthcare industry, Professional Services Bureau employs over 75 people. • Orluck Industries —An ISO registered company, Orluck manufacturs precision parts for aerospace, defense, and medical device industries. • Crystal Distribution Inc. —CDI has been in Elk River since 1994 and they manufacture custom curb adapters. MNCAR Expo—Elk River Municipal Utilities attended this year's MNCAR Expo with Economic Development staff. Together they promoted Elk River's competitive advantages in recruiting data centers. Over 75 realtors visited the booth and discussed development,local issues, and data centers. N:ADepartments\Community Development\Economic Development\EDA to move\Agenda\Year2012\12-10-12 EDA Agenda\2012 Marketing Accomplishments(2).docx Realtors Forum—Per a brand plan recommendation, staff from numerous departments came together to present information to realtors at a Realtors Forum in August. Over 20 realtors attended and learned about the community. Feedback received from the realtors was overwhelmingly positive, and staff plans to hold the event annually. Keller Williams Party in the Park—The brand and city programs were promoted at the August 8th Keller Williams Party in the Park. Staff engaged residents in conversations about the community brand and city programs and handed out a new branding brochure which can be found on the city website. Additionally, and estimated 75-100 attendees were `branded'with the PBN tattoo. Minnesota Real Estate Journal's High Performance and Data Center Summit—Staff partnered with Elk River Municipal Utilities and Sherburne County to promote Elk River at the Minnesota Real Estate Journal's May 18th High Performance Space and Data Center Summit. The Summit attracted realtors from all over the Twin Cities metro area. Staff had a booth at the event, and also provided materials promoting Elk River's competitive advantages in data center recruitment to each attendee. Available Land—Several marketing initiatives promoted city-owned available sites. Signs promoting the land were placed on each lot. The city purchased www.elkriversites.com for intuitive access to area real estate listings. The domain will be used on future marketing materials. Listings were created for Craigslist promoting the land as well. Social Media—Facebook,Twitter and blog.com continue to be used for circulating information about local finance programs and incentives, events,recognition and more. Facebook is updated at least three times per week and has over 500 likes. The Economic Development Facebook page averages between 200 and 400 views per week. Elk River Economic Development's Twitter is updated three times per week and has 290 followers. The blog is updated three times per week and has roughly 30 unique visitors per month. Networking Events and Meetings —Staff attends the weekly Two Rivers Referrals meeting and promotes business incentives, events, and other pertinent information. Staff also attends a variety of networking events hosted by the Chamber of Commerce. Additionally, staff attends Downtown Rivers Edge Business Association meeting to publicize downtown projects and gather input from business people regarding downtown projects. ATTACHMENTS N/A Action Motion by Second by Vote Follow Up N:ADepartments\Community Development\Economic Development\EDA to move\Agenda\Year2012\12-10-12 EDA Agenda\2012 Marketing Accomplishments(2).docx