5.0. EDSR 07-09-2001 Item 5
• City of
Elk __
River
MEMORANDUM
TO: Economic Development Authority
FROM: Catherine Mehelich, Director of Economic Development
DATE: July 9, 2001
SUBJECT: Strategic Industrial Marketing Plan - Update
Communication Strategy & Brand Plan
Attached is a summary of the completed Communication Strategy&Brand Plan.
Developing a coordinated and consistent professional image was an action step identified
within the Strategic Industrial Marketing Plan. This project was cost shared with the City
Council. The following economic development items were developed as part of the project:
• Advertising layout and templates
• Proposal Format
• • Folder
• Inserts
• Community Profile redesign
• Customer Requirements Form
• "How to site your business in the City of Elk River" brochure
Inquiry/Prospect Tracking
Staff has been tracking inquiries and prospects within a database. To date the inquiries have
been limited and decision times extended due to the slowing economy. Attached is a
summary of inquiries received January through June 2001. In addition to the inquiry
tracking, staff continues to keep in contact with key accounts identified within the Strategic
Industrial Marketing Plan.
Advertising
The attached advertisement featured business incubator graduate, CYMBET.
This ad was published in the July issue of Twin Cities Business Monthly. In addition, on
July 5`h CYMBET celebrated an open house at their new location in the West Business Park.
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S:\EDA\MARKETNG\UPDATES\6-09-01.DOC
• •
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Duckor&Associates,Inc. • • •
3141 Dean Court Phone 612.285-1033 Duckor&Associates •
Suite 804 Fax 612. 285-1044
Minneapolis,MN 55416 E mail DuckAGSD @ aol.com
•
City of Elk River
Communication Strategy and Brand Plan
May 2001
Purpose
The primary purpose of the planning effort was to:
• Establish communication standards
• Establish a communication process and accountability, and
• Establish one brand (symbol-logo)
1. Developed an Identity System Architecture
• Brand Position: The City of Elk River is dedicated to providing quality services.
Promise (Quality Service, Fair Value, Planned Growth)
Personality (Proactive,Dedicated,Ethical, Professional)
Performance (Service Commitment, Safety Oriented, Fiscally Responsible, Growth
Management)
• Citizen "Take Away"
The city is
- Safe.
- Committed to providing quality customer service.
• -Well managed with a focus on growth management.
- Provides good value for the tax/fee dollars.
I can live,work and play in this full service community.
■ Tone and Manner
- Proactive
- Dedicated
- Ethical
- Professional
• Communication Goal and Principles
- Establish one logo
-Adhere to the proper applications of the logo
- Adhere to communication standards
2. Developed a Brand Platform
• Color Palette (Brown, black,blue)
• Secondary Colors for Administration, Economic Development, Fire Department,
Police and Northbound Liquor
• Typography
■ Primary Logo
• Secondary Logo
■ Northbound Liquor Logo
• Size Requirements
•
Duckor&Associates,Inc. 1
A BluePrint for Your Success. . .Today and Tomorrow
• •
Duckor&Associates,Inc. • •
3141 Dean Court Phone 612.285-1033 Duckor&Associates •!
Suite 804 Fax 612. 285-1044 •
Minneapolis,MN 55416 E mail DuckAGSD•aol.comtolibw
City of Elk River
Communication Strategy and Brand Plan
May 2001
3. Designed a Stationary System
• Letterhead
• Business Card
• Envelope
4. Designed a Collateral System
• Newsletter
• Fax
• Mailing Labels,Notecards,Information Requested
5. Designed Advertising Layout &Templates
• Economic Development
• Northbound Liquors
6. Designed an Applications System
• Clothing
• • Advertising Specialties
7. Designed Economic Development Collateral System
• Proposal Format
• Folder
• Inserts
• Community Profile Redesign
• Customer Requirements Form
• "How to do business with the City of Elk River" brochure
8. Developed Identity Guideline Books.
Benefits
• Maximizes return on marketing, customer service and public relations investments
• Aligned brand strategy with Elk River Municipal Utilities
The Communication Strategy and Brand Plan is the result of the collective and cooperative
efforts of the following Communication Team members: Pat Klaers, Sandra Piene,
Catherine Mehelich,Michele McPherson,Bruce West,Tom Zerwas,Brad Rolfe and Bryan
Adams.
Consultants: Anita S. Duckor, President,Duckor&Associates, Inc.
• &Tammy Weidenbach,Principal,Tammy Miller Design
Duckor&Associates,Inc. 2
A BluePrint for Your Success . ..Today and Tomorrow
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Many Industries.
One Leading Edge Location.
"Ultimately,batteries in hearing aids,cell phones,and PDAs will disappear
from the consumer's consciousness and become an integral part of the
product.Cymbet's goal is to develop a unique manufacturing process to
produce these ultra thin, solid state batteries which will be infinitely
rechargeable through wireless means.
We did a thorough site selection for a location that could support our high-
tech research and manufacturing firm. We chose Elk River, Minnesota
because we were impressed with the financial assistance from the Elk River
Investment Club,the Anoka-Sherburne County Capital Fund,and Genesis
Business Centers.Now,that we've moved into our new facility,we're thank-
ful for Elk River's hometown flavor,the business community's camaraderie
and the city's development expertise.”
Brian Shiffinan
Vice President of Business Development
Cymbet Corporation
For business expansion and relocation opportunities
• call(763)441-7420 or visit www ci.elk-river.mn.us
111 First Rational Bank �C y1 �Q G E O C S I S
��"'w"°�a'^' , BUSINESS CENTERS.ITU.
River
The Light Industrial Hub of the Northwest Metro