5. EDSR 03-14-2011 - Laserfiche WebLink

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Branding subcommittee February 14, 2011 Page 2 of 3 Page 2 • How does city staff buy-in happen? - in the process city-staff is identified as a target group, people need to be ambassadors of the brand, starts with internal launch then external launch of brand • What were measurable results in other cities -Little Falls was based on tourism numbers, worked in partnership with MN History Center to build tourism traffic • Balance between research impressions and vision of subcommittee -requires good set of questions for target groups, best results are in phone polls, people need to believe in the brand for buy-in • Clarification of $25,000 proposal estimate -very confident that it is doable, no overhead, based on previous experience. chandlerThinks -Steve • based in Hendersonville, Tennessee • Recently identified new person -Thomas Bullington, TII~-based with background in Prime Advertising, social networks for Hastings, MN, and former Commuiucatiuns Director for City of Brooklyn Park. • Background focus experience in Destination Marketing, Brand Strategy, Digital Marketing • Stressed branding is not about a logo, it's about i7eohle's experiences and what they remember about a place, product or service they experienced. • A community brand needs to be bold and more than 'a great place to live, work & play' • `Brand Compass Program': 1) Explore 2) Evaluate 3) Expressions 4) Evangelize 5) Evaluate & Refine • Research data -both qualitari~ c and duantitativc (demographics/shopping data) • City needs to identify its `core idcntir~' and then collaborate with school, chamber, county, etc to ingrain it through the communit<,~. • Best practices in successhil hr.lnclit:~ clmpai~n where collaboration is key -McKinney, TX • Clarification on $5,1UU estin~atc tor: tra~cl coots (3 trips) -feels it is enough and could be less if we choose to utilize their nev SIN person f<,r some components of the process. Subcommittee Discussion Following some open discussion on reacti~ ins of all consultants, Board Chair Ron Touchette requested roundtable input from each subcomn~ittec member for their recommendation. Thirteen of the fourteen members present recommended chandlcrthinks and provided the following comments: • chandlerthinks o likes community involvement component o keep close reign on his approach and cost o best understanding of what we need and brings most positive energy to process o likes he style and approach best o most passion and experience for the project o Johnson Group gets us what we want but chandlerthinks gets us what we need • Johnson Group o Is safe and starts with what we already have, keep business local