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city/community branding efforts. It is not something that literally gets communicated in a <br />broadcast manner throughout the community; it is something to fuel and inspire messaging for <br />advertising, websites, names of community events, programs, etc. Communicating to residents or <br />externally for marketing to others needs to reflect the spirit of the statement. It will be used by <br />key Elk River brand driving organnzatons such as the City of Elk River, and other interested <br />organizations such as the Chamber of Commerce, Axts Alliance, River's Edge Business <br />Association, etc. <br />Input and suggestions from the committee have been incorporated into the final brand and two- <br />year plan. This meeting is also intended to build momentum, instill pride, confidence and buy-in <br />of the plan. <br />Final presentation of the brand and two-yeaz strategic mazketing plan to best support the brand <br />will be presented not only to the EDA and Council For approval, but to all interested board and <br />commission members, City staff, the branding subcommittee and all who participated in the <br />initial market research to engage and prepare them to help champion the brand. Finally, <br />chandlerthinks will be holding `train the trainer' sessions with City staff, interested organizations <br />and civic groups to demonstrate how the community brand can be incorporated to their <br />respective marketing efforts. This will provide the tools needed to explain, advocate for, interpret <br />and integrate the brand strategies and tactics into their work in the community. <br />NEXT STEPS <br />Staff will be seeking authorization to approve and adopt the final brand and strategic marketing <br />plan. This plan will be executed by the Assistant Economic Development Director under the <br />supervision of the Director of Economic Development and City Administrator. The brand plan <br />will be revisited one year after execution and applicable tune-ups will be made. Staff plans on <br />revisiting the plan annually. <br />Citizen Satisfaction Survey <br />After approving the 2011 Vision and Goals on May 16, the City Council authorized staff to enter <br />into a contract with chandlerthinks to execute a citizen satisfaction survey. Executing this survey is <br />a step that will allow us to support two goals identified in the visioning process: "Develop new <br />programs and reruicer to meet the needs of the communit~', and "Enhance and Expand community Involvement <br />and publicparticipation" in addition to supporting a number of tasks that rely on a better <br />understanding of City residents, and how they use, receive, and want city information and services. <br />This survey will help us understand the state of existing programs offered by the city, how and if <br />they axe used, as well as help us identify any new programs, services or processes that should be <br />offered. We will also learn how citizens currently receive information, as well as their preferences <br />moving forward. <br />Completing this survey is necessary to allow staff to obtain an accurate representation of the voice <br />of the community and gain a better understanding of the needs of our residents in several key <br />areas related to the provision of services. This information will ultimately be used to form and <br />communicate recommendations far the Council's use. <br />C:\Usevs\jmdlec\AppData\Local\Mi¢osoft\Windows\Temporary Inremet Files\Conrencoudook\GWL3779K\Bvanding Memo ro all <br />Boazds.doc <br />