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MEMORANDUM <br />fiver <br />TO: City Boards and Commissions <br />FROM: Annie Deckert, Director of Economic Development <br />DATE: August I, 201 I <br />SUBJECT: Final Branding and Marketing Presentation- chandlerthinks <br />WHAT IS BRANDING? <br />"Your brand is what people say about you behind your bock" <br />What do people (residents, businesses, employees, outsiders, etc.) see when they look at out <br />community? We want to ensure they see a community working together and a City that gives off <br />a strong, unified message. A branding and mazketing plan will send a unified message to the <br />community as well as those outside of Elk River. Currently, there ate different messages that the <br />City conveys to the community, businesses and outsiders. Some of the examples include: <br />Elk River Economic Development location-~ciency-innovation <br />The Light Industrial Hub of the Northwest Metro <br />Elk Diver Parks and Recreation Helpingyou lead an active, healthy lifestyle. <br />Elk River Energy City Energy City provider the opportunity for the City of Elk River <br />to be a hub of energy technakgy, energy manufacturing, energy <br />demonstrations, recyck'ng, use ofgreen producer and education. <br />This may cause confusion and may not portray Elk River as having a solid identity. These <br />different messages may create the misconception that different departments within the City do <br />not work together, when in reality, they do. It may also appear that there is no cohesive message <br />of the City. To encourage economic growth it is beneficial that communities have a strong and <br />competitive image. <br />Think about some of your favorite bxands...what do you think of when you think of Target? <br />Wal-Mart? There's a good chance that you don't think the same thing about each of the big <br />boxes. Think of some communities throughout Minnesota...what comes to mind when you think <br />of Stillwater? Maple Grove? Ely? No two brands ox communities make us think or feel the <br />Q\Gsems\jmillet\AppDa[a\Local\Mi<nosof[\W'indows\Temparup Ineemet Files\ContencOuflook\GWL3I79K\Bxanding Memo to aU <br />Boazds.doc <br />