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5.0. EDSR 10-09-2000 .Item 5. ELK RIVER ECONOMIC DEVELOPMENT AUTHORITY MEMORANDUM TO: Economic Development Authority FROM: Cathy Mehelich, Director of Economic Development DATE: October 9, 2000 SUBJECT: Strategic Industrial Marketing Plan Update r Following is a brief summary report of the projects that staff have been working on as outlined in the Strategic Industrial Marketing Plan: Marketing Agreements Since staff's last report, the primary owners of the Gagne property have requested a draft of the proposed marketing agreement for their attorney's • review. Staff has also met with a developer who may be interested in developing the property. Staff is awaiting review and comment of the draft marketing agreement with Stewart Wilson. Manufacturer's Week In conjunction with the Department of Trade & Economic Development sponsored Manufacturer's Week, staff has organized an industry tour of Aggregate Industries Elk River Block Plant for Tuesday, October 17 from 9:30 - 11:30 AM. The tour is being sponsored jointly with the Elk River Area Chamber of Commerce. (See attached invite) Advertisements Staff recently met with Greta Weddel, the EDA's advertising consultant, to discuss the ad campaign for 2001. A series of"tesimonial" themed advertisements is being discussed. The "testimonial" ads would feature a local businessperson to comment on various "quality of life" factors that were key to locating or expanding in Elk River (ie. recreation, education, etc). Staff will be identifying six key business leaders to present this "quality of life" image of Elk River. Recommendations or suggestions from the EDA Board for key persons are welcome. 13065 Orono Parkway • P. 0. Box 490 • Elk River, MN 5.5330-1743 • (612) 441-7420 • Fax (612) 441-7425 Equal Opportunity Housing and Equal Opportunity Employment • The "testimonial" advertisements would be targeted primarily to the trade industries. Advertisements featuring available land for development in the East and West Business Parks are also being planned for publication to the key broker audience. A conceptual ad is being developed for staff's meeting with advertising co-sponsors in coming months. The SoftPAC development was featured in the Minnesota Real Estate Journal. (See attached article). Also, Elk River's Business Incubator was featured in the attached Genesis advertisement in the Star Tribune, and an article on Vertical Publishing in City Business. Business Park Fact Sheets Staff is preparing format for the Business Park fact sheets. An inventory of land and property has been drafted and maps of the business parks have been updated. Prototype Proposal Format Staff is preparing a prototype proposal format and a client screening format in conjunction with Anita Duckor's Siting/Expansion Process. Attachments • Memo from Pat Klaers • MN Manufacturer's Week- tour invite • SoftPAC article • Genesis advertisement • Vertical Publishing article • / A( III P.- .:-: . Item # 5. city of v .. MEMORANDUM Elk ,. River TO: Economic Development Authority City Council FROM: Pat Klaers, City Administrator? DATE: October 9, 2000 SUBJECT: Implementation of the Strategic Industrial Marketing Plan An important part of the Industrial Marketing Plan (Section VI) deals with 1110 "communication, promotion, and advertisement" of Elk River to prospective clients and customers. The marketing plan highlights a need to present a consistent image that is of high quality so that it reflects the professionalism of the city. Last year city staff approached the Council and requested funding to do an update of our city logo. At that time the Council decided to wait on the project. Most recently, during the preparation of the 2001 city budget, the Council pulled the logo update funding request and agreed to consider proposals this year. Two months ago the Utilities hired Duckor and Associates, Inc. and Tammy Miller to complete a project for the development of its communication strategy and brand plan. Anita Duckor and Tammy Miller are scheduled to begin work on this project in October 2000. This project deals with communication, consistency in its appearance, presenting a professional image, and establishing some guidelines on the use of its symbol/logo. In looking at what the Utilities is asking from Duckor and Associates, Inc., it has become apparent to me that this project is almost identical to the work that is necessary in implementing the Industrial Marketing Plan; and almost • identical to the work that the city needs done in updating its logo and establishing public information/communication guidelines. 13065 Orono Parkway • P.O. Box 490 • Elk River, MN 55330 • TDD & Phone (763) 441-7420 • Fax(763) 441-7425 • The city has not had one person function as a clearinghouse for how our symbol/logo can be used, nor do we have any guidelines for its use in order to be presenting a consistent and professional image. In this regard, if this project is approved, I am having City Clerk, Sandy Peine, be in charge of the project and ultimately be given the responsibility and authority to function as the clearinghouse for our city logo/design. Sandy and the Utilities General Manager will have to work together so that both organizations are "on the same page" in the use of the Elk symbol. I approached Anita about the city project as an expansion of the Utilities project and we first put together a quick list of everyplace that we could think of where the Elk appears. This list is attached and is quite lengthy. We were both surprised at how far and wide the Elk has traveled in the city and it became clear that one of our most important needs is the establishment of a communication strategy/guidelines on how the Elk can be used. The project is really about what message the city (and it's Economic Development Department) wants to present. I have asked for Anita and Tammy's proposal to only provide us with two options for a different look in our logo/symbol. Obviously, we are going to • continue using the Elk, but other than that we are open. Per my conversations with Anita,the Staff Committee will look at the two proposals and recommend one to the City Council for approval. Use of the logo/symbol may not have to be identical across all departments but will have to be "complimentary and of the same family." In this regard Anita has indicated that it may be possible for various colors to be used with the Elk. The price of the project is $19,750 and initially seemed high to me but this is a very large-scale project and has long term ramifications for the city and for its Economic Development efforts. Anita has completed one project for the city and is currently working on another, both of which are related to Economic Development. In both proposals the initial fee was presented and ultimately the work was revised and the cost came down. When everything was said and done, we ended up having Anita either schedule extra meetings or extend the time for various meetings so that ultimately we ended up with almost the original proposal for reduced fee. This didn't seem fair, but that's what transpired. I think this requested fee is appropriate for this project and that we shouldn't try to economize by cutting out "bits and pieces" of the proposal. I am requesting that the EDA participate in the amount of 25% of the project, as this project is directly related to the implementation of the Industrial Marketing Plan. Funding for the EDA share of the project would come from its • reserves. The City Council is requested to finance the balance of the project from its contingency fund. Recommendation It is recommended that the EDA and City Council approve the communication strategy and brand plan from Duckor and Associates, Inc. and that the EDA finance 25% of this project and the City finance the balance. s:\eda\meetings\mrktgpin.doc • • ELK RIVER LOGO ""-PA- Cd�nc�J 4110 (i Jis ro mr led- -I- ADMINISTRATION /5 uu5t 4 s 1. City Pins ere Ii o w 2. Cups _ 3. Letterhead o 5 o 1 5 BSc e - 4. Business Cards 5. License Applications /0 - 2-0 v 6. Clothing Water Towers 8. City Vehicles 9. City Flag 10.City Maps 11.Web Site 12.City Entrance Signs 13.City Note Cards 14."Information you Requested" Cards 15.City lh page memo pads . 16.City memorabilia (pens, portfolios, coasters, etc.) 17.City Calendars' 18.City Plaques/Awards 19.Newsletter 20.Community Resource and Residents Guide 21.City Identification Cards 22.Public Notices (Newspaper) FINANCE 1. Checks - City, EDA & HRA 2. Purchase Orders 3. Invoices ( currently printed on letterhead) 4. Letterhead (used for all correspondence and several form letters) 5. Business Cards 6. Audit Cover POLICE (Have their own logo) 1. Letterhead 2. Business Cards • 3. Squad Cars • 4. Shoulder Patches CITY ENGINEER 1. Public Bid Plans 2. Construction Newsletter 3. Report Exhibits FIRE DEPARTMENT— Elk River Fire Department and Ambulance Service (Currently have their own logo) 1. Letterhead 2. Fire Trucks (their own logo) 3. Clothing (their own logo) BUILDING DEPARTMENT 1. Letterhead 2. Clothing 3. Vehicles 4. Permits • 5. Business Cards 6. Forms/handouts 7. Energy City SENIOR CITIZEN (Currently have their own logo. Unsatisfied with present logo and would consider using City Logo) 1. Business Cards ICE ARENA STREET DEPARTMENT 1. Vehicles 2. Clothing WASTEWATER TREATMENT FACILITY • 1. Vehicles • PLANNING DEPARTMENT 1. Letterhead 2. Envelopes 3. Sign Permit Forms 4. Special Mailings/Invites 5. Public Hearing Notices 6. Report Covers 7. Shirts/Jackets 8. Staff Reports ECONOMIC DEVELOPMENT 1. Advertisements (printed in various real estate and target industry publications) 2. Outgoing Correspondence 3. Business Cards 4. Community Information Materials (community profile, fact sheets, business park fact sheets, folder, etc.) 5. Limited use in news articles rather than photo • 6. Promotional materials (eg. golf balls, mugs, etc.) 7. Economic Development web page/site 8. Banners, monument signs, property for-sale signs 9. Watermark image on correspondence materials or web page 10. Strategic Marketing Plan LIQUOR STORE 1. Uniforms 2. Advertising(currently use a different logo than ours but would like to switch to our new logo) s:\clerk\logolist.doc