5.0. EDSR 07-10-2000 '1`\o,\,-
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Item #5.
y of MEMORANDUM
�it
lk� TO: Economic Development Authority
FROM: Marc Nevinski, Assistant Director of
Economic Development
DATE: July 10, 2000
SUBJECT: Marketing Plan
At the June 12, 2000 EDA meeting, President Dwyer asked that staff
present a work plan for the accomplishment of tasks associated with
the Strategic Industrial Marketing Plan. Below is a list of key actions
to be taken within the next six months and an approximate timeframe
for their completion.
I. Product Offering
The primary action associated with promoting the city's industrial
sites is the development of fact sheets on the East and West
• Business Parks. These will be incorporated with the city's existing
marketing material and updated as needed. It is anticipated that
this will be completed by August 2000.
A number of other actions listed in the plan, such as joint
development agreements with landowners, inventorying
properties, or adding amenities to the Business Parks are
currently being worked on or have been accomplished.
II. Product Delivery and Client Service Strategy
A number of action items listed in this section of the plan will
require additional review before they can be adequately
undertaken. (Please see the attached memo from Pat Klaers, City
Administrator.) However, staff will be working on developing a
number of tools, such as an inquiry checklist, a proposal format,
and a "How to do Business with the City of Elk River" brochure
that will help ensure client satisfaction. Staff will also be
researching account management software that will help us to
track a client's progress.
•
13065 Orono Parkway • P.O. Box 490 • Elk River, MN 55330 • TDD &Phone: (612)441-7420 • Fax: (612)441-7425
•ID°
III. Marketing Strategy
This fall (September, October, November) staff will begin
researching the target sectors —industrial machinery, fabricated
metal and electronics —in preparation for next year's advertising
campaign. In November we will begin planning our advertising
campaign, most likely with the assistance of Greta Wedell, our
advertising consultant. Staff will also be researching and
compiling further information on state and regional resources
available to businesses.
IV. Key Account and Lead Generation Strategy
Key account and lead generation is a key component to the
marketing plan. In October, staff will identify ten key accounts to
which promotional material will be sent and contact made. These
accounts will be comprised of brokers, builders, developers, and
financial professionals who will be contacted and updated on a
semi-annual basis.
V. Pricing Strategy
All documents relating to TIF, TRF, Micro Loans, etc...will be
reformatted in August to ensure a consistent "look" among all
EDA documents.
VI. Communications, Promotion, &Advertising Strategy
Several steps need to take place prior to launching a concerted
promotional campaign. First, the core tag line "The light
industrial hub in the northwest metro" will be incorporated into
all economic development material. This will occur over the next
six months as the EDA website is finished, documents are
reformatted, and letterhead is redesigned. Secondly, in
November, a series of ads will be developed focusing on our target
markets.
Thirdly, starting in September, staff will begin identifying co-
sponsors to help cover the costs of its advertising campaign, which
will begin in January 2001. Finally, in October, staff will take
advantage of the State's Manufacturer's Week to highlight local
industrial firms.
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MEMORANDUM
TO: Economic Development Authority
FROM: Pat Klaers, City Administrator
DATE: July 10, 2000
SUBJECT: Industrial Marketing Plan
In addition to all of the day-to-day administrative work within the economic
development department, the department's work plan is established within
the general guidelines of its Strategic Plan. This plan has four major
components and is a long-range plan with action steps to be accomplished
within a three-year timeframe. One of the four major components of the
Strategic Plan is the Industrial Marketing Plan.
Work on developing the Industrial Marketing Plan began in January 2000.
• This Plan was accepted by the EDA at its June 12, 2000, meeting. Anita
Duckor was the consultant on this project and she worked with staff and a
specially appointed committee of business leaders on the Plan.
Within the Industrial Marketing Plan there is a section called "Product
Delivery Process and Client Service Strategy." This is one of the seven parts
of the Marketing Plan. A number of members of the Industrial Marketing
Committee have said that the product delivery process and client services
strategy is the most important part of the Industrial Marketing Plan and
that if this work is not done correctly, then the entire Marketing Plan will not
be successful. Furthermore, it could be stated that the success of the entire
ED Strategic Plan is dependent on this process and strategy. This part of the
department workplan outline looks something like the following:
I. Economic Development Strategic Plan (four parts)
A. Industrial Marketing Plan (One of the four parts of the
ED Strategic Plan)
i. Product Delivery Process and Client Services
Strategy (One of the seven parts of the Industrial
• Marketing Plan)
Memo to EDA
July 10, 2000
• The development process is complicated with lots of different departments
being involved. This includes the economic development, finance, planning,
engineering, building, and utilities (which is under the management of the
Utility Commission), plus sometimes includes state organizations such as the
DNR or MPCA. A smooth, seamless 6-12 month development process for a
client, in order to go from the first inquiry about sites and financing options
to everything in between involving public hearings, plats, public financing,
building, permits, etc., to finally obtaining the occupancy permit, can be
outlined and talked about, but is very difficult to follow efficiently and
effectively every time.
Committee member Daryl Thompson and I have discussed this section of the
Marketing Plan and we have requested Anita Duckor to present a proposal in
August to the EDA and City Council for her services to work on the city's
product delivery process and client services strategy. As I understand it, Ms.
Duckor would meet with staff and observe the current process, evaluate the
pluses and minuses in the process, make recommendations for improving the
city's process with an emphasis on various priorities, help us develop a better
strategy for customer service, and then help us implement the plan. It should
be noted that while such a thorough work plan will not be cheap, the benefits
for improving the city client strategy and process may be invaluable.
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