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6.3 EDSR 02-17-2015 Request for Action To Item Number Economic Development Authority 6.3 Agenda Section Meeting Date Prepared by Marketing UpdateFebruary 17, 2015Colleen Eddy, Economic Development Specialist Item Description Reviewed by Marketing Update Jeremy Barnhart, Deputy Director CODD Reviewed by Action Requested Item presented for information. Background/Discussion One of the 2015 Performance Measures set by the EDA is to promote Elk River by advertising in at least three national publications with at least 5,000 subscribers. The advertising for 2015 is scheduled and includes seven trade magazines which have a reach of over 287,500 subscribers. Staff researched various trade magazines in order to reinforce the city’s four targeted areas and to maximize our advertising dollars. Elk River will be promoted in the top seven trade magazines throughout the year and will be highlighted in two 300+ word editorials. An article on Research and Development published in the January/February 2015 edition of Trade and Industry Development included a section on Elk River. City Staff and Trisha Mowry, CEO of Metal Craft were both quoted in the article. A quarter page advertisement was also included in the edition. Elk River’s marketing and promotional materials have been completely revamped. In the past promotional materials consisted of Powered by Nature sweatshirts, micro-buffs, pens and other items. Today EDA staff has put together a package that represents Elk River’s technology, recreation, manufacturing/trade industry, social and business facets and are all wrapped up in a clear tote which people can take to sporting events. In the next six months Elk River will be represented at Data Center World (in partnership with Sherburne County), at market visits with GreaterMSP and DEED, in various advertisements via trade magazines, at various conferences and local events, and in a Business Retention and Expansion video produced and distributed through GreaterMSP, just to name a few. Financial Impact Advertising dollars was included in the 2015 budget. Attachments  Advertising Schedule Template Updated 4/14 2015 Advertising Schedule Trade and Industry Magazine $2,993.00  Outreach: 45,000 subscribers print and online Three ¼ page ads o January/February   Medical Manufacturing focus July/August   Alternative Energy and Data Center focus September/October   Manufacturing focus Business Xpansion Journal $7,400.00  Outreach: 91,000 executives, business owners and site selector professionals (print and online) Five full page ads o January   Manufacturing focus Feb/March   Energy focus April   Data Center focus September   Alternative Energy focus October   Aerospace manufacturing focus Heartland Real Estate Journal $4,200.00  Outreach: 12,000 subscribers print and online Two ½ page ads and one full page o March   Business Park focus August   Economic Development spotlight – Elk River September   State of MN focus **New Expansion Solutions $3,602.00  Outreach: 20,000 subscribers print and online and over 10,000 leads generated at trade shows o 2 1/2 page ads and advertorials • March /April • Data Center focus • September /October • Shovel Ready Sites focus ■ Enterprise MN $2,500.00 Outreach: 500+ manufacturing focused subscribers o Full page ad ■ February • Elk River Machine focus ■ Site Selector $5,000.00 Outreach: 79,000 subscribers print and online o Two 1/3 page ads ■ January • State of MINI focus ■ March issues • Data Center focus ■ Business Facilities $1,500.00 Outreach: 40,000 print and online subscribers o % page ad and e- newsletter listing ■ March /April • State of MINI focus Total advertising expense $25,195.00 Total outreach 287,500 .08 /impression