7. EDSR 08-13-2012 - Laserfiche WebLink

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Advertising/Marketing There are several changes to the Advertising/Marketing line item for the 2013 budget,including: • The Advertising/Marketing budget absorbed much of the spending previously categorized as Brand Plan Implementation. As a result,Advertising/Marketing incorporates several items formerly in Brand Plan Implementation including promo items, the billboard and some sponsorship dollars. What remains in the Marketing Brand Plan Implementation are items that market specifically the brand. As indicated in the monthly breakdown,much of the spending will consist of direct mailers to residents to engage them in championing the brand, and focused advertising. • The brand plan recommends that staff increase communication with site selectors,realtors, and developers. Staff anticipates distributing 3 more direct mailings to those groups, accounting for the increase in the budget for direct mailings. • The brand plan recommended bolstering the EDA's website, and more specifically,installing a GIS mapping software to visually display all available property in Elk River. Staff added GIS Mapping software to the budget. • In 2013, EDA staff will aggressively market open lots in Nature's Edge Business Center and Northstar Business Park. Advertisements in local,regional,and national publications and websites will be utilized. A line item was added to account for this advertising. We are finalizing the details to the marketing plan. • The $6,000 sponsorship typically given to the Independence Day Committee has been moved from the Miscellaneous line item to the Advertising/Marketing Sponsorship line item. The brand plan outlines several other marketing initiatives including,but not limited to: • Networking at local and regional events, conferences, and networking events. Staff regularly attends networking meetings, chamber functions, as well as regional conferences and networking event through EDAM,MREJ, SLUG, etc. • In person visits with businesses—Staff frequently schedules Business Retention and Expansion visits to build and maintain relationships with local business owners. Staff also works closely with GreaterMSP and the MN Chamber to communicate BRE visits. • Host annual realtors'event—on August 8, 2012, Elk River hosted its first Realtors' Forum and plans an annual event to educate realtors about city projects,processes and amenities. • Pay-per-click ads- the brand plan recommends using pay per click ads to gain the attention of those with very a specific focus. Pay-per-click advertising is an excellent way to capture people who are already searching for Elk River, Sherburne County,or Minnesota. It also allows staff to select which web searchers to target, such as promoting EDA-owned land. ATTACHMENTS • Economic Development 2013 Marketing Work Plan Action Motion by Second by Vote Follow Up N:\Departments\Community Development\Economic Development\Marketing\Memos\2012\2013 EDA Marketing Budget.docx