5. EDSR 03-14-2011 - Laserfiche WebLink

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How the public process will be incorporated Follow up with implementation plan Budget It is important to note that the research component of this process is critical. Identifying the perceptions of our residents, businesses and outside communities is crucial to developing a brand which is supported, memorable, and desirable. The results of the branding initiative will not be impactful and sustainable without that level of engagement and buy-in. After all three presentations were given, the branding subcommittee decided 13-1 to recommend ChandlerThinks to the EDA, The committee felt ChandlerThinks had the most experience, unique approach and effective methods for collecting both quantitative and qualitative data used to assist in identifying our community brand. Steve Chandler from Chandler'1liinks delivered a dynamic performance which demonstrated enthusiasm, capability and extreme confidence in executing this process. He indicated the importance of not only community involvement but fully understood the dynamics of working with a community and political leaders. His positive energy, cutting edge techniques and outside of the box thinking set him apart from the other finalists. The branding subcommittee needed little discussion to move forward with their EDA recommendation. Staff has invited the branding subcommittee to the EDA committee to provide additional comments or answer questions of the EDA. Please note the branding subcommittee has demonstrated both dedication and energy to their involvement in this process and put forth thoughtful consideration while discussing and choosing both the finalists and final recommendation to the EDA. CHANDLERTHINKS With nearlytwentyyears of experience in strategic planning and brand development for local, regional and national brands, Steve Chandler has worked with over forty communities across the United States through the strategic and delicate process of community branding. Throughout the presentation, ChandlerThinks demonstrated experience with the politics and potential pitfalls within a communitythat truly resonated with the branding subcommittee. His unique background and "Brand Compass" process developed to help communities uncover their strongest and most distinct brand position clearly set him apart from all other finalists. His "'Brand Compass" approach includes obtaining background information about the community, review and analysis of our online branding efforts, stakeholder interviews, focus groups, community mystery shoppers, online survey (community and employees) and other tactics to find out what people are saying about us. C-nce the research is complete, the branding subcommittee and ChandlerThinks will evaluate the results to determine our brand profile (shows how our community assets work together to make Elk River great and how everything connects to a common branding direction), promise and strategy. The strategy will show us how to make a bold statement versus trying to say all things to all people and succinctly tell us how to apply our brand to everything we do. C-ur strongest marketing will come from our existing assets and continued development resources. Recommendations will be made on how to apply our brand to events, education, public service and more. N:\Departments\CommuniryDevelopment\Economic Development\Marketing\Branding\Memos\3-1411 EDA Action Requesteddoc