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Tracking and Measurement <br />Specific quantifiable goals should be established wherever possible to allow accurate tracking of the <br />xemxn on investment from individual programs, as well as the overall success of the marketing plan. <br />Results should be tracked and reviewed on an ongoing basis, and "mid-course couections" should <br />be made as objectives change ox if existing strategies and tactics axe not enabling you to meet your <br />objectives. <br />In addition, the City of Elk River should continue to: <br />^ Analyze the competition and the services they axe offering. <br />^ Regularly evaluate and improve the marketing plan. <br />^ Track the status of all prospects and projects. <br />Based on the Situation Analysis, as well as the Objectives, Strategies and Tactics described <br />previously, we recommend these specific success measurements: <br />^ Define specific parameters fox "small to medium" and "medium to large" light industrial <br />manufacturers. Target completion date: Nov. 1Q 2006. <br />^ Reexamine the I{ey Account and other prospect lists in light of those parameters to detertnuie <br />whether those lists adequately include the City's expanded target: medium to large light industrial <br />manufacmxexs. Target completion date: Dec. 15, 2006. <br />^ If that market is underrepresented, obtain contact information fox additional medium to large <br />targets and begin including them in new marketing efforts. Target completion date: Dec. 31, <br />2006. <br />^ Identify the five to 10 most knowledgeable and influential industrial bxokexs working in the <br />Northwest Metro and ensure that those brokers are part of the City's Key Account list. Target <br />completion date: Nov. 10, 2006. <br />^ Develop a brokerspecific marketing communications strategy. Target completion date: Dec. 31, <br />2006. <br />^ Develop and submit to the EDA a proposal for giving finder's fees ox some type of other <br />compensation to brokers who site clients on privately-owned industrial sites. Target completion <br />date: Nov. 1Q, 2006. <br />^ Begin clearly communicating the existence of bxokex compensation to the broker community. <br />Target date: As soon as approved. <br />^ Develop abxokex-oriented event that will attract bxokexs to the community to network and to see <br />local industrial development site options. Target date: Summer 2007. <br />16 <br />