5.2. HRSR 05-01-2006ITEM # 5.2.
fiver
MEMORANDUM
TO: Housing and Redevelopment Authority
FROM: Heidi Steinmetz Assistant Director of Economic Develo ment
P
DATE: May I, 2006
SUBJECT: Construction Communications & Business Marketing Plans
Attachments
• Construction Communications Plan
• Business Marketing Plan
Background
A Construction Communications Plan was reviewed by the HRA in July 2005. Attached is
an updated version. The purpose of the plan is to provide a structure and organization for
communications efforts with target audiences throughout the construction of the
Downtown Revitalization Project, projected to last from Spring 2006 through Fall 2007. It is
a chief goal of the plan to provide a platform for feedback as concerns arise to ensure those
concerns can be addressed.
A component of the Communications Plan is to consistently inform residents and non-
residents of construction, parking and traffic issues downtown so they feel comfortable
traveling downtown. In addition to public safety, the goal is to keep downtown "open for
business" during construction. The attached Business Marketing Plan specifies proposed
marketing tools to help achieve this goal.
Issue
The 2006 HRA budget includes funds in the amount of $12,500 for publishing purposes. In
years past, publishing funds have covered the cost of writing, design, printing and
distributing the Q&A newsletters and other communications pieces.
Staff is evaluating advertising options (rates, size, color, etc.) with the Elk River Stars News
for the duration of construction. Staff is also evaluating downtown signage options.
The HRA's publishing fund balance will accommodate the remainder of this year's Q&As,
this summer's "vision piece" and the implementation of the Business Marketing Plan.
Construction Communications & Business Marketing Plans
May 1, 2006 HRA Meeting
Page 2 of 2
Staff Recommendation
Staff recommends that the HRA consider utilizing its budgeted 2006 publishing funds to
implement the Business Marketing Plan.
~.~, Downtown Revitalization Project
•~ Construction Communications Plan
ever
I. Purpose
The purpose of this plan is to provide a structure and organization for communications efforts with
target audiences throughout the construction of the Downtown Revitalization Project, projected to
last from Spring 2006 through Fall 2007. It is a chief goal of the plan to provide a platform for
feedback as concerns arise to ensure those concerns can be addressed.
2. Construction Timeline
The Blu~.r of Elk l~z~ver Construction ...............Spring 2006 through Summer 2007
Jackson Place Construction ..........................Summer 2006 through Fall 2007
3. Target Audiences & Communications Goals
Target Audience Communications Goal
Downtown Businesses & Keep businesses informed of progress of construction,
their Employees future disruptions of service, parking issues, or any other
inconveniences of construction for them and their
customers. Provide a sounding board and platform for
feedback as problems arise to ensure those problems are
addressed.
All Residents (who are Inform all residents, including those who shop and travel
also customers downtown on a consistent basis, of progress so that they
downtown) feel comfortable traveling downtown and are aware of
parking and traffic issues. Provide a sounding board and
platform for feedback as problems arise to ensure those
roblems are addressed.
Non-resident customers Inform customers of downtown and travelers who do not
downtown live in Elk River so they feel comfortable traveling
downtown and are aware of an inconveniences.
MetroPlains' Keep weekly and as needed contact with MetroPlains'
construction contractor construction contractor, especially as concerns or problems
and MetroPlains arise that impact downtown businesses or residents and
work to resolve those roblems.
Last Updated 4-27-06
4. Key Messages
• This downtown revitalization is important to our community because it will enhance
downtown Elk River's role as a retail, commercial and residential area and revitalization
investment in the downtown business district.
• The City understands that construction is going to be disruptive for downtown businesses,
their employees, and residents and other customers who travel downtown.
• In order to keep businesses informed the City has established a construction contact person
(Heidi Steinmetz) who will provide Web site updates at the beginning of each week, stop by
affected businesses when construction flyers need to be distributed, visit the construction
site as needed, and act as a sounding board for businesses.
• It is important that businesses, their employees and residents provide Heidi with feedback
throughout the construction process on issues so the City can stay on top of them and
coordinate with the developer.
• The City will be providing weekly updates on its Web site, in addition to news releases to the
newspaper, Q&A newsletters and articles in the City's newsletter, The Current, to keep
everyone in the community informed of construction progress.
5. Communications Tools
Tool Description Timing
Vision Piece A four-color piece, typically 4 pages (11x17 folded) Summer 2006
which provides project goals, project description and
time frame and images and graphics of project upon
completion. This provides opportunity fox public to
connect City's goals to actions, informs of time
frames and provides a text and graphics "vision" for
com leted ro~ect.
Vision Boards Boards with graphics of completed project and Sutniner 2006
projected date of completion to be displayed in
prominent spots in the community (downtown
business windows, Ci Hall, etc.
Signs Sign or signs downtown at construction sites with Summer 2006
graphic of completed project, date of completion,
contact hone number.
Q&A Continuing issues of Elk River Downtown As needed
Newsletter Revitalization Newsletter
News News releases to the Elk River Star News, such as As needed
Releases street reroutin s
Construction Simple one-page with text forecasts of any As needed
Flyers inconveniences
Last Updated 4-27-06 2
City Person on City staff who is responsible for as needed Heidi Steinmetz,
Construction contact with businesses, with construction contractor Asst. Director of
Contact and can work to resolve issues for businesses and Economic
Person residents with MetroPlains' construction contractor if Development
they should arise. If ashort-notice power turn-off is 763.635.1042,
necessary, this person will stop by and provide direct
URGENT construction flyers to affected businesses
to inform them.
Website Ciry Website updates As needed
updates
Newsletter Articles for City newsletter, The Current. Every other month
articles
Presentations Monthly attendance of meetings for presentation Monthly
to River's and/or Q&A on the latest on downtown
Edge construction.
Downtown
Business
Assoc.
Community Periodic presentations to other community Seasonally or
Organization organizations to provide general updates on the annually
Presentations construction rocess.
6. Tactics & Strategies
Target Audience Tactics and Strategies
Downtown Businesses & Information and ongoing two-way communications will be
Employees established, especially with the City construction contact
person (Heidi Steinmetz) who will be a sounding board and
resolve issues as they arise with the developer. Heidi will be
downtown as needed and will stop by affected businesses
when construction flyers need to be distributed. Other
contacts will include monthly presentations at River Edge
Downtown Business Association and other more general
contacts with rest of communi See below
All Residents (who are Information provided to inform residents of construction
also customers updates and status of construction in case they are traveling
downtown) to include news releases, weekly Web site updates, Q&A
newsletters, City newsletter articles, signs downtown and
vision boards around downtown, as well as a vision piece at
beginning of process, and presentations to community
leaders at key points. Residents will also be made aware that
Heidi Steinmetz is the City construction contact person to
ensure they have a place to go with concerns, questions and
issues.
Non-Resident Signs downtown and news releases to the newspaper as well
Last Updated 4-27-06
Customers as weekly Web site updates will serve to notify any non-
residents traveling in the area of the status of the
construction.
MetroPlains & Heidi Steinmetz will serve as a consistent contact with
MetroPlains MetroPlains construction managers for both the Bluff and
Construction Contract Jackson projects and will contact them as needed.
Last Updated 4-27-06
~•1 ~ Downtown Business Marketing Plan
LVer Keeping Downtown "Open for Business" During Construction
Purpose
The purpose of this plan is to provide a structure and organization for downtown business
marketing efforts with target audiences throughout various construction projects happening
downtown Elk River, which are projected to last from Spring 2006 through Fall 2007.
Construction Timeline
The Bluffs of Elk I~wer Construction ...............Spring 2006 through Summer 2007
Jackson Place Construction ..........................Summer 2006 through Fall 2007
The Bank of Elk River expansion project........Spring 2006 through Spring 2007
Rivers Edge Commons Park construction.......Summer 2006 through Fall 2006
Target Audiences & Marketing Goals
Target Audience Marketing Goal
Elk River residents Retain current downtown customers
Non-resident customers Same as above
downtown (those who
work in Elk River or
other current
downtown shoppers)
Marketing Tools
Tool Description Timing
Ads Place ads in the Elk River Star News (print ads and Weekly during
ads on their Website) stating that all downtown traffic rerouting &
businesses are open for business (include the best bi-monthly or
ways for customers to travel and park downtown) monthly for
duration of
construction
Signage -Many traffic signs directing downtown customers Spring 2006
of parking and traffic issues
-"Downtown is open for business" signs in
locations such as on the Kemper Drug building
facin H 10 and other ke locations
Q&A Downtoavn Kevitali~ationQd~A Ne~vrletter to include As needed
Newsletter information that downtown is "o en for business"
News News releases to the Elk River Star News As needed
Releases
Website City Website updates As needed
updates
City Articles for City newsletter, The Current. Every other month
newsletter
articles
ERtV City government access cable channel to include -Billboard part of
Channel 12 information (on station "billboard", via video daily programming
footage, Mayor's show, etc.) that downtown is "open -Repeat video and
for business" Mayor's show
weekl
Last updated 427-06