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4.8. SR 03-07-2016 Request for Action To Item Number Mayor and City Council 4.8 Agenda Section Meeting Date Prepared by ConsentMarch 7, 2016Steve Tillmann, Asst. Liquor Store Manager Item Description Reviewed by Social Media Consultant Approval for the Liquor Dave Potvin, Liquor Store Manager Stores RaeAnn Gardner, Communications Coordinator Reviewed by Cal Portner, City Administrator Action Requested Approve, by motion, the Elk River Liquor Stores Social Media Proposal from Decklan Group. Background/Discussion For the past 11 months, the liquor stores have transitioned their marketing outreach to social media. The Elk River community is very social media savvy and so we had hoped to reach out to this large target audience in addition to our traditional advertising. This has been done with much success and the staff would like to continue and expand our outreach. We currently maintain the following social media sites via consultant. Facebook Accounts:  Facebook.com/NorthboundLiquor  Facebook.com/WestboundLiquor Twitter Account:  Twitter.com/ElkRiverLiquor Instagram Account:  Instagram/ElkRiverLiquor Early February, we sent out an RFP for social media services via posting on our website and the League of Minnesota Cities website. We received five proposals including from companies in Florida and New Jersey. The price ranges proposed was from $1,000 to $5,100 a month. The committee, comprised of the city administrator, city clerk, finance director, communications coordinator, liquor store manager and assistant liquor store manager, reviewed the proposals and recommend the Decklan Group. Financial Impact The Decklan Group proposed $1,000 per month for a three-year contract for a total of $12,000 per year. The expense is budgeted under Advertising & Marketing in the 2016 Liquor Enterprise Fund. Attachments  Decklan Group RFP Decklan Group 812 Main Street Suite 250 Elk River, MN 55330 Phone: 763-568-9498 E -Mail: info@decklangroup.com Web: www.decklangroup.com U 0 r STORES EST. 1941 Page 2 1. Introduction a. Welcome to Decklan Group At Decklan Group, we are a community and service -centric digital marketing firm. Our focus is in helping businesses and communities cultivate a genuine social and digital brand. We take on projects that are looking for ethical and sustainable long-term growth and brand development. We often turn -down lucrative contracts searching for flash -in -the -pan results by way of shortcutting the true spirit of social media. At Decklan Group, ethics always trump profits, and we expect the same from our clients. b. Our People Our team is comprised of a diverse group of talented people, each with his or her unique strength and experience. Our point team for this project has a combined 17 years of social media marketing experience and another 10+ years of combined government social media experience. Each member of our team participates in continuing education initiatives on social media news, technology, and best practices, allowing us to maintain status as an industry leader in social media marketing. Over half a million posts, tweets, 'grams, pins, and videos later, we continually push ourselves to exceed expectations. c. Our Value We pride ourselves in being different than most social agencies. Our business model doesn't focus on bidding every project, or carrying an active portfolio of 100's of clients. Instead, we work with businesses, communities, and organizations that align with our systems, ethics, and goals. We focus on creating a genuine voice and meaningful interaction in our clients' social profiles. This requires a holistic approach to marketing, utilizing multiple touch -points, and various technologies. Aside from the value of our expertise and experience in social media marketing, we add value in being a locally headquartered and operated, female owned company. Our executives and various team members reside in the City of Elk River giving us a vested interest in the success and image portrayed by our local municipal liquor stores. Decklan Group's main offices are geographically centered between Northbound and Westbound Liquor, allowing for unparalleled response to urgent needs. d. Our Tools Every professional has their list of tools, and we are no different. We constantly evaluate and select tools to help us produce top-quality content, while managing accounts efficiently and effectively. In this social media proposal, you may see some highlights of what these tools offer. Please do note that these tools and reports will undoubtedly change over the course of the three-year timeframe outlined in the City's RFP. Social media is a swiftly evolving marketing medium that today only passingly resembles what it was three years ago, DECKLAN �,j R o = Page 3 2. Project Understanding The City of Elk River is seeking to maintain and grow the social presence and email subscriber base of its municipal liquor stores while highlighting the community benefits of their publicly run liquor operations. Since 2008, Elk River Liquor Operations has transferred nearly $6.2 million into City funds. These funds have gone towards subsidizing various needs including, but not limited to; park maintenance, fire equipment purchases, ice arena and equipment upgrades, and public works projects. By developing a marketing plan that takes advantage of today's high ROI digital platforms, Elk River hopes to increase both revenue and margins in its liquor operations. This will allow the city to offset future expenses without further burdening its tax payers. The city would also like to leverage social media's unique ability to deliver content, increasing the public's awareness of the liquor operations role in the community. Decklan Group will be expected to manage and grow Northbound and Westbound Liquors' established Facebook, Twitter, Instagram, and email platforms. Through the use of quality content, creative events, and proprietary methods and research, our firm will deliver on Elk Rivers business goals by becoming the conduit through which Liquor Operations voice will be carried to its target audience. IBusiness Goals >Metrics >Activities 0 L-- Campaigns Content Brand Enhancement 0 DECKLAN + . . : R 0 U P Page 4 3. Project Approach Decklan Group has developed and continuously refined, an effective and inclusive approach to social media consulting over its years of service and numerous clients. We have spent the last 12 months managing Elk River Liquor Stores' social profiles, developing a wealth of insights and analytics. We have found these profiles to be substantially different than most businesses. The dichotomy of being a municipal business and selling alcohol, within a relatively small geographical area, to a relatively small target market, makes it very important that these profiles are approached with a unique set of tools and strategy. Through monitoring Elk River Liquor Operations metrics alongside ten select local accounts we manage over the last 12 months, we have been able to identify patterns in the local target audience. Should Decklan Group be chosen to continue as the consultant for this project, we plan to implement a new point-of-sale strategy, several convenient text/SMS programs, as well as unique community outreach initiatives. These initiatives fall slightly outside the scope of this RFP, and more within the parameters of the "marketing consultant" umbrella, however, we will be including these services because we feel that they are vital to the success of this project and delivering the message of our municipal liquor operations. a. Social Accounts and Profiles We'll need access to the social accounts we will manage. If passwords are a concern, we can arrange for someone on your staff to type in the log -in information into our tools so we will have access to the accounts. This is a one-time activity (repeated if there is a password change). b. Team Member We'll select the appropriate team member(s) and roles for this engagement. See below for Workflow and Section 4-a for roles. • Prepare text • Prepare image • Prepare video I� • Prepare offer Se INF Edit/Finalize drafts -Approve drafts [accuracy Double check for •Or give feedback DECKLAN ••• G R 0 U P r • ••- -Schedule and/or post final approved content. Page 5 c. Kick-off Meeting We'll schedule a Kick-off meeting to introduce everyone and discuss initial goals and activities; then we'll be off and running! At this meeting we will discuss ideas and practices we feel have a high likelihood of delivering success. We want to bring new, outside -the -box marketing strategies to the Elk River Municipal Liquor Stores. d. Set Reoccurring Informational Meetings Communication between our firm and your management team is paramount to success. For this reason, we will schedule regular weekly meetings either in person, or via telephone to exchange thoughts, strategies, and information with the Elk River Liquor Management Staff. This will allow us to develop offers, specials, events, contests, and point of sale integration while garnering valuable feedback from key stakeholders. e. Gain Visibility into Key Business Metrics As we manage social media activity and experiment with different strategies and promotions, we'll be able to see which tactics work. For example, what types of posts are generating the most engagement? Which Facebook 'Comment to Enter' giveaway campaign has the most entries? What hashtags (#drinklocal) are trending within your audience? Analytics and metrics are important in developing an understanding of which activities are driving your business forward. f. Specific Social Media Goals Below are some of our commonly targeted goals within social media projects. These are by no means the only goals we set and monitor. Our team regularly reviews our dashboards for monitoring metrics such as fan base growth, demographics, post reach, and engagement (retweets, likes, comments etc.). If we notice anything unusual, we collaborate to find solutions, and make adjustments accordingly. I. Grow social following and fan base Growing a following and fan base will help increase the reach for social media activities. It will increase the potential for viral reach on popular posts, thus exponentially increasing the audience for our messages. => We will create posts, marketing call -to -actions, and integrate our posts and messages with other city and local profiles to enhance the viral effect with cross -promotion. ii. Increase engagement A high quality, targeted fan base will be open to engage with you, but finding the ingredients for exceptional posts and carefully planning an appropriate mix of promotional versus informative posts is critical to increasing engagement. DECKLAN + . . : R 0 U = Page 6 => We will create and curate content which is engaging to your fans and ask them to engage iii. Convert fans into leads Sometimes fans aren't ready to buy just yet, but moving them along in your sales funnel is your goal. Encouraging fans to register for a newsletter, free giveaway, or event can grow your leads and increase your options for contacting them later. => We will promote your lead generation pages and links on social media. iv. Get sales Converting a social fan to buying customer is your ultimate goal, and all of our activities are designed to move customers down that path. Special coupon promotions or sales on social media can lead to immediate purchases. Better yet, when people share their purchase activity, the sales can snowball. => We will promote sales, discounts, special offers that lead to purchases, and where possible, track sales resulting from social activities. We also feel developing a close partnership with local organizations and youth sports leagues under a "% of profits" model will be greatly beneficial. g. Monthly Reports Numbers don't lie, and that is what is unique and beautiful about digital and social marketing. Everything is measureable. We will generate monthly reports using similar and additional formats like those attached to this proposal (Attachment A). We will teach managers how to read these reports, and why each metric is important and why. The more knowledge that staff has, the more helpful they become in producing great results. h. Quarterly Meetings Again, with Decklan Group, clear communication is paramount in social media success. Each quarter we will set a meeting with management from both locations to review profile performance, their thoughts, what they are hearing from customers, and reassess any priorities for content in the upcoming quarter. 4. Proposed Project Team and Experience a. Roles Our approach to managing social media is to ensure that roles are clearly defined, whether there are one or multiple team members. The chart below defines our typical organization of roles for this type of project. DECKLAN + . . : R 0 U - Monitor Assign Tasks Manage posting schedule Respond to tasks s assigned to them by "Community Manager' Approve posts by "Content Creator' Define campaign ideas Manage and run campaigns Collaborate with "Content Creator' to get creative produced Collaborate with "Community Manager' on posting schedule Page 7 1. Reference Projects Decklan Group is bound by confidentiality agreements with several of our large social media accounts. We are allowed to share the following three applicable and local projects with you as references: McCoy's Irish Pub - Custom Social Agreement (Facebook, Twitter, Outreach) Contact Fred McCoy via information provided in Attachments B and C. Downtown River's Edge Business Association - Custom Social Agreement (Facebook, Twitter, PPC) Contact Wendy Simenson via information provided in Attachments B and C. Maynard's Restaurant of Rogers - Custom Social Agreement (Facebook, Twitter, Instagram) Contact Tony Pruyn via information provided in Attachments B and C. j. Key Team Members Please see attached resumes (Attachment B and C) . DECKLAN + R C U P Page 8 5. Schedule Decklan Group has the unique advantage of being the incumbent contract holder for this service. Due to our intimacy with the project, its platforms, the content history, and our huge library of original content for both locations, we are able to begin our services with posts and engagement going live within minutes of city approval. As the incumbent for this project, we are able to tap into a year's worth of data, testing, and trials immediately. There will be no learning curve. The voice of the pages will remain unchanged, and the relationships, interactions, and best practices are established and turn -key. The methods of communication and comfort level with both management and in store staff are refined and fluid. Our team members are known in the stores as "the Facebook people" and staff often bounce ideas and feedback off of us during our weekly visits. Our firm will hit the ground running and roll out all the proven practices we know work, along with the new multifaceted approaches we have developed that we will now be able to implement cost effectively with a longer term agreement in place. 6. Why Decklan Group Elk River is our community. Our firm has substantial community ties and involvement with the City of Elk River. Our team members are active volunteers with organizations such as the Elk River YMCA, Downtown River's Edge Business Association, Cronie Classic, Elk River Youth Baseball, Elk River Youth Football, Elk River Area Chamber of Commerce, Rivers of Hope, Twin Lakes Elementary PTO, and more. One of our firms founding principles is to strengthen our community through economic development, community involvement, and civic advancement. There are other social media marketing firms; many of them are talented at what they do and we consider them colleagues. Not one of those other firms can offer the level of community involvement, pride, and integration that Decklan Group can. Not one of those firms operates with a community first mentality. To every other established and top -tier firm, this is likely just another project, and more black ink to the bottom line. This project is not just a project to us. We are weekly Elk River Liquor customers for both personal and client entertainment, and we, along with our friends, family, and neighbors, directly benefit from the success of Elk River Liquor operations. We are on a first name basis with not only Liquor Store staff, but also the vast majority of local business owners, community leaders, and non-profit boards. This allows us to strategically leverage relationships and exposure, increasing the reach of our clients DECKLAN Page 9 marketing beyond social media and email. These are the reasons we agreed to work with Northbound and Westbound Liquor for the last 12 months, and they are the reasons we feel we are best suited to continue that role. 7. Consultant Cost Decklan Group does not believe in cookie -cutter, one size fits all, good - better - best pricing structures for marketing and social media proposals. We are against these for one reason; they are designed to best serve the marketing companies' pockets, not best serve the clients' needs. Instead, we provide a custom pricing structure designed to serve the customer's needs without selling them services they won't use, or won't provide value. No two proposals are alike. Elk River Liquor Operations will be best served with a hybrid agreement providing the following: 24/7 - 365 Social Media Management of all profiles • Content Creation (Photos, Videos, Text, Articles, Landing Pages, Contests, Coupons, etc.) Email Marketing Creation and Management (Weekly Newsletters, Special Offers, etc.) Email List Growth • Marketing Automation • Text/SMS Integration Point of Sale Consulting (signage, kiosks, and other calls to action located in-store) Marketing Integration Consulting (pull elements together so every dollar spent is maximized) • Outside -the -box events and strategies (community events, on premise events, new services) • Graphic Design (Branding, logos, and print media for other marketing uses) The cost of these services will be $1,000 per month for a 36 month agreement, with a total cost of $36,000. Due to the length of the contract, Decklan Group is able to offer 30% more services, along with point-of-sale materials and kiosks for the same monthly cost as our outgoing 12 month agreement. We feel this offers a substantial value to the City of Elk River, Liquor Operations, and the citizens of our community. DECKLAN + . . : R 0 U P Page 10 DECKLAN + . . : R 0 U P DECKLAN 93 Maynard's Restaurant of Rogers FAN GROWTH 3.5k Total Likes, and 405 people ta*k ng about this New Fans 784 100 !` •ter 50 • • r� �r • �r� 0 •-•rr�r/ \r`• r�r �r/ •`��• \r�. rte• •r 0 2 4 Nov 30 Dec 14 Dec 28 Jan 11 Jan 25 Feb 6 PAGE IMPRESSIONS Impressions 706,390 by 361,293 users 40k 20k Nov 30 Dec 14 Dec 28 Jan 11 Jan 25 Feb 8 IMPRESSIONS BY DAY OF WEEK AVG TOTAL 0 Checkin 396.7k Sun 11.4k 148.3k ■ Fan 16.6k E Paid 83.9k Mon 6.4k $261< Page Post 10.4k 0 Organic 193.9k Tue 6.4k 77.3k Other 3.5k Viral 427.4k Wed 6.1 k 79.5k lip Event 163 Thu 6.4k 83.2k Coupon 5 Fri $.4k 109.1 k Mention 0 Sat 9.7k 126.5k Question 0 User Post 0 IMPRESSION DEMOGRAPHICS Here's a quick breakdown of people engaging with your Facebook Page AGE & GENDER TOP COUNTRIES TOP CITIES 13-17 I 59611.2k United States 328.5k Minneapolis, MN 36.5k 18-24 10.3k / 20.9k Canada 945 Rogers, MN 21.4k 25-34 33.2k 59.2k Ecuador 436 Elk River, MN 17.7k 35-44 31.5k 1 61.3k Mexico 417 Saint Michael, MN 14.Ok 45-54 -;� 24.1ki 47.7k United Kingdom 318 Otsego. MN 13.2k 55+ 13.3k ! 27.6k • felp ` 66% Female STORIES 400 300 • 200 � .�• �° 100 • �/� • \� by 5,114 users Nov 30 Dec 14 Dec 28 Jan 11 Jan 25 Feb 8 SHARE TYPE BY DAY OF WEEK AVG TOTAL Sun 83.2 1.1k ■ Other 3.9k Mon 52 676 * Checkin 869 Tue 64.6 775 Fan 767 Wed 51 8 674 ■ Page Post 272 Thu 42.5 552 ■ Mention 16 Fri 77.9 1.0k ■ Coupon t Sat 78.9 1.0k Question 0 User Post 0 Event 0 SHARER DEMOGRAPHICS Here's a quick breakdown of people creating stories on your Facebook Page AGE & GENDER TOP COUNTRIES TOP LOCALES 13-17 5 i 5 United States 2.8k English (United States) 2.7k 18-24 52/110 Mexico 10 English (United Kingdom) 23 25-34 1551385 Canada 7 Spanish (umbrella locale) 16 35-44 178!608 Brazil 2 Portuguese (Brazil) 2 45-54 162+740 Puerto Rico 1 Spanish (Spain) 2 55+ 121!244 • 76% s-. Female BY STORY TYPE POST AVG TOTAL TALKING Reach 828.99 96.99k 6 Photo 108 We would argue that there is no bette... 964 21 Status 8 People Talking About This 14.05 1.64k Video 1 02/14/16 Meet our favorite Valentine. Curds ar... 500 5 Engagement 3.24% 3.94% ■ Link 1 1% 02/13116 Congrats to Linda Roetman! You and y... CONTENT BREAKDOWN A breakdown of how your individual posts performed DATE POST REACH ENGAGED TALKING LIKES COMMENTS SHARES ENGAGEMENT 02/15/16 We would argue that there is no bette... 964 21 16 15 1 2.18% 02/14/16 Meet our favorite Valentine. Curds ar... 500 5 4 4 -- -- 1% 02/13116 Congrats to Linda Roetman! You and y... 1.5k 130 74 65 21 1 8.68% 02113;16 Have you made reservations for your V .. 563 11 3 3 -- -- 1 95% 02!12/16 Oh the secrets this bull could tell.. 1 4k 103 44 41 3 1 713% 02/12/16 On the way up to the ice -shack today?... 520 5 4 4 -- -- 0.96% 02!11,16 Who is ready for Valentine's Day? Ch... 881 20 9 7 2 2.27% 02/11!16 Happy Thursday to all the ladies! 567 7 4 4 -- 1.23% 02.11i16 The countdown is on! What date do yo... 1.0k 23 16 14 4 2.26% 02/10/16 Maynard's..now with trailer, trailer... -- -- -- -- °/. 02110!16 Good morning .112 price bottles of w... 776 7 6 6 -- -- 0.9% 02,'09/16 CONTEST ALERT! How would you like to... 1.8k 95 49 24 30 6 5.25% 02108,16 Your wife called... you're in charge o... 948 10 6 5 2 -- 1,05% 02/08;16 Congrats to the Denver Broncos on the... 623 4 2 2 -- 0.64% 02!071 16 Sunday: Invented for caramel rolls, ... 1.8k 44 32 32 2 2.48% 02/06/16 Just finished a tall Stella Cidre... h... 783 5 5 5 -- -- 0.640/. 02;05/16 BIG ANNOUNCEMENT! Maynard's Restaura... 2.6k 114 34 32 1 2 4.47% 02.104116 What is your MUST HAVE food for watch... 850 11 4 3 1 -- 1.29% 02/04/16 Who is excited to see what is gonna b... 829 28 10 10 -- -- 3.38% 02/03/16 Over the river and through the woods ... 1.11k 24 21 20 1 1 2.14% 02/02/16 Say it with me -A more sleeps'tii F... 854 8 4 4 -- -- 0.94% 0113116 What if our Sunday Night Special was ... 958 9 4 2 2 0.94% 01/31/16 A party ain't a party without and ome... 844 11 7 7 1 1.3% 01/30/16 Indulge at lunch today ... our Salmon A... 1 1 k 23 20 20 -- 2.02% 101 Trends Report for #DTEWRIver f �41;., Downtown E�k River Dec 01, 2015 - Dec 31, 2015 HASHTAGS FREQUENTLY MENTIONED with aDTEIkPiver with 4DTEIkRiver #mccoysirishpLib 1 2_ #goelks 2 #discoverthecharm 11,J ,'Ili ''iC C,I�nt VVil_l9s #wingwednesday n a rgo 2 #avalonsalon qiT s 2 #bingo �l 1,_-[ 1r; iff. 11 t,: 71,,,,l l I 'Al !,c� 2 It i 1,,j J (I F :p 11, $3 tall donnestic tai 1 #decklangroup 1 #free 1 #beer q 1 #bogo Cl Downtown Elk River TOPICS & HASHTAGS FREQUENTLY MENTIONED Dec 01, 2015 - Dec 31, 2015 BY DAY TOPICS HASHTAGS Downtown E@k Rider Dec (09, MIS 4 Dec 3% 2013 PEOPLE BRANDS FREQUENTLY TALKING ABOUT 22 3 DECKLAN 4 b • 1 Hteckert 299 F0 wers 1 676 Followers 321 Followers PEOPLE BRANDS FREQUENTLY MENTIONED WITH 1� 4 CHAMBER 1 � 1 Trends Report We automatically analyze all of your camentions for the selected Twitter profile and surfaces popular topics and hashtags for the selected date range. 0 GENERAL INFORMATION The Trends Report is generated using the timezone settings you have configured. Please visit Personal Settings to change your timezone. Data is updated daily and current through yesterday. You will only see monthly reports for months when you received 'nmentions. TOPICS FREQUENTLY MENTIONED Terms and phrases frequently used in your inbound amentions for the selected Twitter profile. Under each term, you'll find an additional set of popular terms that were found. Click any of Your top topics to reveal the Tweets behind the result. 0 HASHTAGS FREQUENTLY MENTIONED Hashtags that were frequently used in your inbound amentions for the selected Twitter profile. Under each hashtag you'll find an additional set of popular terms that were found. Click any of your top hashtags to reveal the Tweets behind the result. TOPICS & HASHTAGS FREQUENTLY MENTIONED, BY DAY A daily breakdown of your top sixtopics and hashtags. Click on topics or hashtags below the chart to quickly identify relationships between them over time. Note: This section of the report will only be displayed if you have sufficient data to render the chart. PEOPLE AND BRANDS FREQUENTLY TALKING ABOUT Watch for superfans, passionate customers and others that frequently mention the selected Twitter account. Click any Twitter profile to view their contact page and learn more about all of your previous interactions. PEOPLE AND BRANDS FREQUENTLY MENTIJONEED WITH JL Watch for peers, competitors and others that are frequently mentioned with you. Click any Twitter profile to view their contact page and learn more about all of your previous interactions. Key Team Member — Attachment B ANNIE DECKERT, MPA, EDFP PRESIDENT DECKLAN GROUP 812 Main Street NW, Suite 250 Elk River, MN 55330 763.568.9498 annie@decklangroup.com Ms. Deckert has over ten years of experience working directly with businesses from an economic development, planning and marketing capacity. Her diverse public and private work history provide her with both the technical and soft skills necessary to navigate more technical public private partnerships and marketing their brands. She holds a Master's Degree in Public Administration, a Bachelor of Arts in Community Development, multiple professional certifications, and has sat on numerous boards, committees and commissions. In less than three years, Ms. Deckert's company has established itself as a leader in the niche social media marketing space. Working with nearly 100 clients on social platforms such as Facebook, Twitter, Instagram, Pinterest, Google+, and Linkedln her firm has become synonymous with "real social marketing" emphasizing genuine engagement over brute force. PRESIDENT, FOUNDER — Decklan Group, Elk River, MIN Decklan Group offers broad-spectrum innovation letting government agencies, small businesses and nonprofit organizations thrive regardless of economic climate. The firm provides marketing expertise, connections and affiliations that make real impact to bottom lines. Extensive experience in social media management, content creation, analytics, marketing strategy, and in-depth corromunity involvement, positions Decklan Group to help organizations attain their growth goals. MASTERS IN PUBLIC ADMINISTRATION — Hamline University, St. Paul, MN DIRECTOR OF ECONOMIC DEVELOPMENT — City of Elk River, MN IVIS. Deckert earned two promotions and was responsible for al# economic development and business marketing activity within the city. She obtained and managed economic development and housing grants totaling over $1M to address the foreclosure crisis and to provide infrastructure necessary for a 50+ acre city owned industrial park. Her role as the Executive Director for both the Economic Development Authority and Housing Redevelopment Authority included managing a $525k annual budget and $1M revolving loan fund. EXECUTIVE TEAM LEAD — HARDLINES - Target Corp.,Minneapolis,MN Responsible for managing the day-to-day operations of the sales floor team of over 100 employees while demonstrating leadership by providing feedback, coaching, mentoring and recognition. She assisted in employee recruitment, training, selection and development and was responsible for driving profitable sales and identifying potential shortage concerns. CITY PLANNER —City of Big Lake, MN Key Team Member — Attachment B FRED MCCOY Co -Owner McCoy's Pub Elk River, VIN 55330 Phone 61�-718-0321 vanman3257[amsn.com Ms. Deckert earned two promotions and was responsible for a variety of economic development and planning activities during the economic boom of the mid -2000s. She co -created and led the City's Transit Oriented Development Committee for development around the Northstar Commuter Train Station and implemented the city's Acquisition/Demolition loan program. She also led the city's first Business Retention and Expansion program through the U of M Extension Service. This project was recognized both on a national and international level. BACHELOR OF ARTS IN BUSINESS COMMUNITY DEVELOPMENT - Saint Cloud State University, Saint Cloud, MN PACE: NEW BUSINESS OF THE YEAR AWARD — Elk River Area Chamber of Commerce, Elk River, MN Awarded for demfpnstration of performance, achievement and commitment to excellence in b�asiness, while being recognized as a business leader in our industry. New Business of the Year recipients must have an innovative business model and must have identified a gap in the market for a new service or product to keep in pace with the times and needs of customers INNOVATION AWARD — Economic Development Association of Minnesota, St. Paul, MN Ms. Deckert received this award for her outst. rnding initiative and leadership in the creation of the first economic development young ;professionals group in the state of Minnesota, aimed at encouraging, welcoming and supporting students and new professionals in the economic development field. BUSINESS RETENTION & EXPANSION INTERNATIONAL AWARD — State/Province/Territory Award -- Single Community with Population under 20,000 award Ms. Deckert received this award for her leadership and execution of the U of IM Extension Service's Business Retention and Expansion program in the City of Big 1-ake. WENDY SIMENSON Cc -Owner I<2mper Drug Elk River, MIN 55330 Phone: 612-270-9622 simen003@umn.edu TONY PRUYN General Manager Maynard's Restaurant Rogers, MN 55303 Phone. 612-889-5637 toniV@maynardsonline.com Key Team Member — Attachment C FRED MCCOY Co -Owner McCoy's Pub Elk River, MN 55330 Phone: 612-718-0321 vanman3257 @rnsn.co n PACE: NEW BUSINESS OF THE YEAR AWARD — Elk River Area Chamber of Commerce, Elk River, MN Awarded For demonstration of performance, achievement and commitment to excellence in business. while being recognized as a business leader in our industry. New Business cf the Year recipients must have an innovative business model and must have identified a gap in the market for a new service or product to keep in pace with the times and needs of customers. WENDY SIMENSON Co -Owner Kemper ?rug Elk River, MN 55330 Prione. 612-270-9622 simef1003@umn.edu TONY PRUYN Genera Manaber Maynard's Restaurant Rogers, MIN 55303 Phone: 612-889-5637 tony@rnaynardsonline.corn Key Team Member — Attachment C TIM DOLAN CHIEF STRATEGIST DECKLAN GROUP 812 Main Street NW, Suite 250 Elk River, MN 55330 763.331.1923 tim@decklangroup.com Mr. Dolan has over twelve years of social media marketing experience, making him one of the earliest adopters of this type of marketing in any capacity. His knowledge and experience is sought after by numerous businesses and organizations large and small as a consultant, speaker, and panelist. His unique perspective on developing the fundamental practices of social media success make him unique in the market place. His success and expertise has weathered the constantly changing world of digital marketing due to his unique ability to leverage trends without sacrificing core principles of social success. In less than three years, Tim has helped establish Decklan Group as a leader in the niche social media marketing space. Working with nearly 100 clients on social platforms such as Facebook, Twitter, Instagrom, Pinterest, Google+, and Linkedln the firm has become synonymous with "real social marketing" emphasizing genuine engagement over brute force. CHIEF STRATEGIST— Decklan Group Manage direction of day to day activities within the company. Conducts initial and ongoing project overviews to determine likelihood of success given different strategic positions and processes. Analyzes metrics and analytics and proposes changes and variations in process and content to improve results. In-house marketing automation and growth hacking expert. Financial outlay and project viability research. INTERIM DIRECTOR OF SALES AND MARKETING — IPI Industries Hired as project consultant to bridge the gap from old to new, and modify existing marketing and sales platforms. Responsible for the sales and marketing directives of a newly established, proprietary, and patented international product line. Developing B213 and B2C sales channels with emphasis on automated marketing, social marketing, and ecommerce implementation. GENERAL MANAGER/FOUNDER — Integrity Motors&Leasing Helped found, launch, and build an automotive dealership and service center. Built from the ground up, with a relatively small initial investment, oversaw and drove the growth of lntegrity Motors during the one of the worst recessions and automotive sales climates in history. Growth was fueled by a marketing plan ahead of its time that concentrated solely on digital and social media in conjunction with community service, support, and outreach. Pioneers in dealership social media marketing strategy. G E N E R A L M A N A G E R/ C O O- Moray's Fam0y Dodge, Chrysler, Jeep, Mitsubishi Day to day operations of St. Cloud based new and used car dealership including, but not limited to strategic planning, marketing, sales, finance, fixed operations, inventory control, purchasing, and employee recruitment and retention. Successfuiiy implemented a new brand strategy and inventory structure increasing revenue by over 80% in less than 12 months. Resigned position to pursue joint ownership in an independent dealership and service facility. -1.0 CERTIFICATE OF LIABILITY INSURANCE DATE(MM1DDlYYYY) 02/15/2016 THIS CERTIFICATE IS ISSUED AS A MATTER OF INFORMATION ONLY AND CONFERS NO RIGHTS UPON THE CERTIFICATE HOLDER. THIS CERTIFICATE DOES NOT AFFIRMATIVELY OR NEGATIVELY AMEND, EXTEND OR ALTER THE COVERAGE AFFORDED BY THE POLICIES BELOW. THIS CERTIFICATE OF INSURANCE DOES NOT CONSTITUTE A CONTRACT BETWEEN THE ISSUING INSURER(S), AUTHORIZED REPRESENTATIVE OR PRODUCER, AND THE CERTIFICATE HOLDER. IMPORTANT: If the certificate holder is an ADDITIONAL INSURED, the policy(ies) must be endorsed. If SUBROGATION IS WAIVED, subject to the terms and Conditions of the policy, certain policies may require an endorsement. A statement on this certificate does not confer rights to the certificate hotder in lieu of such endorsement(s). tODUCER atthew Pgh tegrity Insurance Group 25 Main Street Ik River, MN 55330 NAME CT Matthew Pagh PHONE E% _ 763A50-7792 F,A%C No . 763-441-6826 AQORIESS: matt@integrityexporience.com INSURER(S) AFFORDING COVERAGE NAIC S INSURER A: Travelers Insurance Co. WRED Decklan Group 812 Main St. NW, Suite 250 Elk River, MN 55330 INSURER B INSURERC: INSURER D: INSURERE: INSURER F DVERAGES CERTIFICATE NUMBER: REVISION NUMBER: THIS IS TO CERTIFY THAT THE POLICIES OF INSURANCE LISTED BELOW HAVE BEEN ISSUED TO THE INSURED NAMED ABOVE FOR THE POLICY PERIOD INDICATED. NOTWITHSTANDING ANY REQUIREMENT, TERM OR CONDITION OF ANY CONTRACT OR OTHER DOCUMENT WITH RESPECT TO WHICH THIS CERTIFICATE MAY BE ISSUED OR MAY PERTAIN, THE INSURANCE AFFORDED BY THE POLICIES DESCRIBED HEREIN IS SUBJECT TO ALL THE TERMS, EXCLUSIONS AND CONDITIONS OF SUCH POLICIES. LIMITS SHOWN MAY HAVE BEEN REDUCED BY PAID CLAIMS. R q TYPE OF INSURANCE ADDL INSD SUBR WVD POLICY NUMBER POLICY EFF MMIDD POLICY EXP MMIDDIYYYY LIMITS COMMERCIAL GENERAL LIABILITY CLAIMS -MADE X OCCUR 6808FO307 04/2182015 04/21/2016 EACH OCCURRENCE $ 1,000,000 DAMAGE TRENTED PREMISES Ea occurrence $ 300,000 MED EXP (Any one person) $ 10,000 PERSONAL &ADV INJURY $ 1,000,000 GEN'L AGGREGATE LIMET APPLIES PER: PRO - POLICY 1 JECT M LOC OTHER: GENERAL AGGREGATE $ 2,000,000 PRODUCTS-COMPIOPAGG $ 1,000,000 $ AUTOMOBILE LIABILITY ANY AUTO ALL OWNED SCHEDULED AUTOS AUTOS NON—OWNED HIRED AUTOS AUTOS COMBINED SINGLE LIMIT $ Ea accident BODILY INJURY (Per person) $ BODILY INJURY (Per accident) $ PROPERTY DAMAGE $ Per accident $ UMBRELLA LIAR EXCESS LIAR OCCUR CLAIMS -MADE EACH OCCURRENCE $ AGGREGATE $ DED RETENTION $ $ WORKERS COMPENSATION AND EMPLOYERS' LIABILITY ANYPROPRIETOPARTNEWEXECUTIVE YIN RI OFFICFRIMEM6EREXCLUDED? IN (Mandatory In NH) If yes, describe under DESCRIPTION OF OPERATIONS betow NIA CUP8F107 04/21/2015 04/21/2016 X STATUTE ERH E-L. EACH ACCIDENT $ 1,000,000 E.L. DISEASE - EA EMPLOYEE $ E.L. DISEASE - POLICY LIMIT $ SCRIPTION OF OPERATIONS 1 LOCATIONS I VEHICLES (ACORD flit, Additional Remarks Schedule, may he attached if more space is required) =-RTIFICATE HOLDER CANCELLATION City of Elk River Liquor Stores SHOULD ANY OF THE ABOVE DESCRIBED POLICIES BE CANCELLED BEFORE THE EXPIRATION DATE THEREOF, NOTICE WILL BE DELIVERED IN ACCORDANCE WITH THE POLICY PROVISIONS. AUTHORIZED © 1988-2014 ACORD CORPORATION. All rights reserved. ;ORD 25 (2014101) The ACORD name and logo are registered marks of ACORD