5.2. HRSR 08-07-2007ITEM # 5.2.
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MEMORANDUM
TO: Housing and Redevelopment Authority
FROM: Heidi Steinmetz, Assistant Director of Economic Development
DATE: August 7, 2006
SUBJECT: Downtown Marketing/Communications Update
Background
A component of the Downtown Revitalization Project 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 Downtown
Business Marketing Plan approved by the HRA in May specifies marketing tools to help
achieve this goal. Below is a list of marketing/communications items accomplished to date.
January -August 2006
• January Q & A Newsletter (approx. 9,000 inserts in Star News)
• May Q & A Newsletter (approx. 9,000 inserts in Star News)
• 14 weekly ads (May 10 -August 9) in the Elk River Star News
• Downtown business "promo" video (ongoing)
• Government Access Cable Channel billboard ad (ongoing)
• Downtown business "coupon" flyer (approx. 9,000 inserts in June 28 Star News)
• Specialty road signage directing drivers to downtown businesses (ongoing)
• Newspaper press releases (ongoing)
• Public notices to downtown business & property owners (ongoing)
• Open for Business banner (to be placed on Kemper Drug building facing Hwy 10
until construction ends)
Issue
In May, staff estimated that the HRA's 2006 budgeted publishing line item of $12,500 would
accommodate the remainder of this year's marketing/communications activities. However,
in addition to ongoing marketing/communications items at minimal cost, it appears that this
is not the case. Below is a list of marketing/communications activities anticipated for the
remainder of 2006.
Downtown Marketing/Communications Update
August 7, 2006 HRA Meeting
Page 2 of 2
August -December 2006
• August Q & A Newsletter (approx. 9,000 inserts in Star News)
• Winter Q & A Newsletter (approx. 9,000 inserts in Star News)
• "Vision" piece (4-page, full color, approx. 9,000 inserts in Star News)
There appears to be sufficient funds in the cash balance in the HRA account to fund these
activities. Since marketing and communications are critical during the current construction
phase, staff will proceed with anticipated activities unless otherwise directed by the HRA.