EDSR INFORMATION #2 01-9-2012 - Laserfiche WebLink

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lNF~1RMATION City E t~ver MEMORANDUM TO: Economic Development Authority FROM: Clay Wilfahrt, Assistant Director of Economic Development DATE: 9 January 2012 SUBJECT: Branding Update BRANDING PROGRESS At the September 12th 2011 EDA meeting, chandlerthinks presented the brand plan that was the culmination of their research throughout the branding process which began in January of 2011. The brand plan identified a brand promise, tagline and creative interpretations for the brand. The plan also included recommended strategies for implementation. At the September 12th meeting, the EDA authorized staff to move forward with implementing the Elk River brand, followed by authorization from the City Council on September 19th. The branding project was identified as a goal in the Visioning and Goals approved by the Elk River City Council, and it has been deemed a priority by the EDA and Council. In December 2011, the branding steering committee, which is .comprised of city staff members Tina Allard, RaeAnn Gardner, Michelle Martindale, Cal Portner, and Clay Wilfahrt, and the branding subcommittee have been working diligently to build brand momentum. The brand plan identified the need for a single communications person to make quick, responsive decisions, and steering committee was formed to act as that single person. The committee recently identified 23 goals that were in the brand plan as priorities, and assigned an accountable party and expected timeline for completion of the goals (attached). To further promote the brand as well as circulate ideas for implementation, staff created at http://poweredbynature.blog.com as a point of reference for staff and the community. Staff updates the blog on a regular basis and began a campaign to have guest articles written about how the brand empowers local leaders. A new monthly newsletter, Branding Connections, is being released within City Hall to maintain high awareness among all city staff. f i^ E ~ E® /- NA