7.1. EDSR 12-11-2000 ELK RIVER ECONOMIC DEVELOPMENT AUTHORITY
Item 7.1.
MEMORANDUM
TO: Elk River Economic Development Authority
FROM: Marc Nevinski, Assistant Director of
Economic Development
DATE: December.11, 2000
SUBJECT: Strategic Industrial Marketing Plan Update:
Advertising/Promotional Campaign
Staff has been working with Greta Wedell, the city's advertising consultant,to finalize
the advertising/promotional campaign for 2001. The campaign will feature three
testimonial ads highlighting characteristics unique to Elk River. Although the content
of each will be distinct, all three ads, as well as those developed in the future, will have
consistent appearances,layouts and core messages that will work to "brand" Elk River
within the business and development communities. Currently, Ms. Wedell is
conducting interviews and developing the layouts for the 2001 ads,which should be
completed within the month. The ads will be run in Twin Cities Business Monthly,Job
Shop Technology, the Minnesota Real Estate Journal and its quarterly Leasing Guide.
The concepts for each ad are as follows:
1. Access to Venture Capital - Emerging companies locating in Elk River are
able to access early stage venture capital from three.sources: The
Anoka/Sherburne County Capital Fund, the Elk River Investment Club, and
the Initiative Foundation.This combination of early stage financing is not
available anywhere else in the state. The ad will feature an emerging company
in the Elk River Business Incubator who has utilized all three of these sources
of venture capital.
2. Doing Business with the City of Elk River - One of the key components to
the city's recently completed Strategic Industrial Marketing Plan focused on
improving the process that a business/developer goes though when doing a
project in Elk River.SoftPac Industries, in partnership with Colliers-Towle and
Opus, is the first company to work through this improved development
process. The ad will feature testimonials from these three companies regarding
their experience in Elk River. •
•
13065 Orono Parkway • P. O. Box 490 • Elk River, MN 55330-1743 • (612) 441-7420 • Fax (612) 441-7425
Equal Opportunity Housing and Equal Opportunity Employment
• 3. Access to Labor -In an economy with a very tight labor pool, Elk River's
geographic location allows employers to draw workers from both the metro
area (the reverse commute) and out-state Minnesota. The ad will feature a
testimonial from Tescom, who has successfully drawn employees equally from
both regions.
In addition to specifying a promotional campaign, the Strategic Industrial Marketing
Plan also recommends that the city seek sponsorship for the ads from various
organizations that have an interest in Elk River's growth and development. Staff has
contacted several lenders, builders, and utilities regarding their interest in participating
in the ad campaign and the response has been good.