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`' 3` REQUEST FOR ACTION <br /> Elk ..... <br /> River <br /> TO ITEM NUMBER <br /> Economic Development Authority <br /> AGENDA SECTION MEETING DATE PREPARED BY <br /> August 13, 2012 Clay Wilfahrt,Assistant Director of <br /> Economic Development <br /> ITEM DESCRIPTION REVIEWED By <br /> Review 2013 Marketing Budget Annie Deckert,Director of Economic <br /> Development <br /> REVIEWED BY <br /> Cal Portner, City Administrator <br /> ACTION REQUESTED <br /> Review the 2013 EDA Marketing Budget <br /> BACKGROUND/DISCUSSION <br /> The community image and marketing strategies in the EDA's strategic plan are as follows: <br /> 1. Determine best approach to create a single,unique, and effective marketing message for the City <br /> of Elk River <br /> 2. Create a marketing plan that reflects Elk River brand/image,identifies desired target market,and <br /> compliments other local efforts to promote the city internally and externally. <br /> EDA staff accomplishes these goals through various means. Traditionally, the EDA markets city <br /> incentives,programs, EDA-owned land, community demographics, and community events. Staff targets <br /> these messages to residents,business owners, site selectors, and commercial realtors. <br /> The EDA also strives to build and maintain healthy relationships with local businesses and <br /> manufacturers. The EDA employs numerous marketing mediums including websites,print materials, <br /> print and web advertising,newsletters, direct mailings,networking,business retention and expansion <br /> visits, and expo exhibits. <br /> Building the EDA's budget requires looking at past marketing efforts, analyzing any new programs or <br /> initiatives, and using that information to guide the 2013 budget. The EDA Strategic plan and Brand plan <br /> must also be considered. While many marketing campaigns remained the same from 2012 to 2013, <br /> several new initiatives and modifications were implemented per the brand plan approved by the EDA and <br /> City Council in September of 2011. <br /> The attached Marketing Work Plan outlines the EDA's anticipated marketing for next year. The <br /> marketing plan is fluid and may change throughout the year. Staff has used a similar document in the <br /> past to guide marketing initiatives. The new,more detailed,plan will increase accountability and <br /> efficiency for the EDA marketing. All marketing materials and actions will adhere to the brand standards <br /> and incorporate the brand as much as possible. <br /> POWERED BY <br /> NATURE <br />