5.4. SR 07-11-2011 - Laserfiche WebLink

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Item # 5_4. o~ MEMORANDUM TO: City Council FROM: Annie Deckert, Director of Economic Development DATE: July I I, 201 I SUBJECT: Branding and Marketing Update Branding and Marketing Strateey Branding consultant chandlerthinks was in Elk River Apri127 - 29 to begin the market research for this project which included a community tour, approximately 25 one-on-one interviews with stakeholders, three focus groups, and numerous mystery shops throughout Elk River. The group also completed mystery shops in Big Lake, Ramsey, Anoka, Maple Grove and Minneapolis to find out their community's thoughts and perceptions about Elk River. Using the information collected from the visit, chandlerthinks created two customized surveys; one for the community and one for employees. Surveys were completed early June. To achieve a 95% accuracy rate in results, a minimum of 300 surveys were needed to be complete. In total, 395 surveys were completed. Similar surveys were also distributed through the Minneapolis/St. Paul area to gauge Metro perceptions of our community. Chandlerthinks will be in Elk River on July 18 and 19 to present the research results and overall branding strategy to the branding subcommittee. Input and suggestions from the committee will be incorporated into the final brand and two-year plan. Staff and chandlerthinks are working together to determine a date in September for final presentation and adoption of the brand plan. This meeting is also intended to build momentum, instill pride, confidence, and buy-in of the plan. In addition to the final presentation of the brand, a meeting will be held with the branding subcommittee and all who participated in the initial market research to engage and prepare them to help champion the brand. Finally, chandlerthinks will be holding `train the trainer' sessions with interested organizations and civic groups to demonstrate how the community brand can be incorporated to their respective marketing efforts. This will provide the tools needed to explain, advocate for, interpret and integrate the brand strategies and tactics into their work in the community. The brand plan will be revisited one year after execution and applicable tune-ups will be made. Staff plans on revisiting the plan annually.