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ITEM # 8. <br />City of <br />MEMORANDUM <br />ver <br />TO: Economic Development Authority <br />FROM: Clay Wilfahrt, Assistant Director of Economic Development <br />DATE: 13 February 2012 <br />SUBJECT: Branding Update <br />BRANDING STRATEGY <br />At the September 12, 2011, EDA meeting, chandlerthinks presented the brand plan that was the <br />culmination of their research for the branding process which began in January of 2011. The plan <br />identified~a brand promise, tagline and creative interpretations for the brand. The plan also <br />included recommended strategies for implementation. <br />At the September 12, 2011, meeting, the EDA authorized staff to move forward with <br />implementing the Elk River brand, followed by authorization from the City Council on <br />September 19, 2011. The branding project was identified as a goal in the Visioning and Goals <br />approved by the Elk River City Council, and it has been deemed a priority by the EDA and <br />Council. <br />Since the September 12, 2011, meeting, staff has worked diligently to roll out the brand. The first <br />step was to assemble a steering committee for the brand per a recommendation from the brand <br />plan to ensure the brand was communicated with a unified voice. Tina Allard from <br />Administration, RaeAnn Gardner from Parks and Rec, Michelle Martindale from Utilities, Bob <br />Thistle from Administration who has been replaced by Cal Portner, and Clay Wilfahrt from <br />Economic Development were staff selected to comprise this group. <br />The steering committee has set standards for the brand as well as strategies for implementation in <br />materials such as email signatures, letterhead, business cards, and other marketing materials. The <br />committee has established protocols for the use of the tagline and its graphic interpretations <br />within the city. Templates are established to use for business cards, letterhead, and other <br />marketing materials. An electronic newsletter is sent out once per month to all city staff to keep <br />them informed about the brand. <br />Staff is working to promote the brand outside of City Hall. Presentations were given to the Two <br />Rivers Referrals group, the River's Edge Business Association, YMCA Board, Library Board, and <br />local manufacturers who will incorporate the brand into their marketing efforts. Additionally, <br />FiMEeEe ®r <br />N/-1 i ~~ <br />