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ITEM # 8. <br />MEMORANDUM <br />~~ <br />TO: Economic Development Authority <br />FROM: Annie Deckert, Market and Business Development <br />Administrator <br />DATE: 9 May 201 I <br />SUBJECT: Update on branding strategy <br />Branding consultant chandlerthinks was in Elk River April 27-29 to begin the market research for <br />this project which included a community tour, approximately 25 one on one interviews with <br />stakeholders, three focus groups and numerous mystery shops throughout Elk River. The group <br />also completed mystery shops in Big Lake, Ramsey, Anoka, Maple Grove and Minneapolis to find <br />out their community's thoughts and perceptions about Elk River. <br />Using the information collected from the visit, chandlerthinks will create two customized surveys; <br />one for the community and one for employees. These surveys are anticipated to be available mid <br />to late May. <br />Attached you will find the approximate timeline for the process. This process is working <br />cooperatively with the Vision and Goals project and may be subject to change accordingly. In <br />addition to identifying a brand, chandlerthinks will be creating a two year strategic marketing and <br />advertising plan to best support the brand. This plan will be revisited one year after execution <br />and applicable tune-ups will be made. Staff plans on revisiting the plan annually. <br />N:\Departments\Communiry Development\Economic Development\Mazketing\Branding\Memos\5-9-11 to EDA.doc <br />