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Item #5 <br />MEMORANDUM <br />TO: <br />FROM: <br />DATE: <br />Economic Development Authority <br />Clay Wilfahrt, Assistant Director of Economic Development <br />April 23, 2012 <br />SUBJECT: Branding evaluation- chandlerthinks presentation <br />BACKGROUND <br />The Powered by Nature community brand rooted itself deeply in the community since it was <br />rolled out in the fall of 2011. During that time, the city of Elk River, its business community <br />and residents have built a culture around the Powered by Nature brand. <br />The community employs the brand in a variety of ways .including on billboards, pamphlets, <br />packaging, web sites, emails, promotional materials, clings, and more. Dozens of businesses <br />and organizations use the brand to enhance the marketing for their business and the <br />community. <br />The city launched a blog discussing the brand at www.poweredb~nature.blog.com, and <br />recently the Brand Champions secured, and are working to develop, a website at <br />w`vw.poweredbynature.com. <br />VISIT <br />As part of the brand consulting journey, chandlerthinks provides asix-month brand <br />evaluation to evaluate progress, identify and tackle any challenges or impediments that may <br />have emerged, to explore new opportunities and to make any adjustments necessary to keep <br />the brand launch and integration moving forward. <br />This visit includes meetings with primary brand drivers, city staff, the brand champions <br />team, and elected officials. Meetings with the brand drivers will focus on progress towards <br />the nearly 200 initiatives laid out in the brand .plan. Meetings with city staff and the brand <br />champions will focus on brand ownership, engagement, and implementation development. <br />Linda and Steve will meet with the EDA on Apri123rd to discuss the growth of the brand <br />and opportunities for further development. Members of the City Council, HRA and <br />Planning Commission have also been invited to attend. <br />P®~E~E1 ®r <br />N:\Departments\Community Development\Economic Development\EDA to move\Agenda\Year 2012\4-23-12 EDA ~~~~ <br />Agenda\4-23-2012 F,DA Brand Visit Memo.doc <br />