7.2. HRSR 01-05-2015 - Laserfiche WebLink

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COMMUNITY BRAND Utilize community brand strategies to effect necessary changes to strengthen and enhance community image STRATEGIES ➢ Continue to implement and enhance marketing plan that reflects the Powered by Nature brand, identifies desired target market(s), and complements other local efforts to promote the community internally and externally ➢ Maintain existing and build new community support for the Powered by Nature brand ➢ Establish benchmarks for performance measurement ACTION STEPS • Work with area businesses and civic organizations to incorporate brand into their marketing strategies through presentations (minimum 6x/yr.) • Create PbN logos for area businesses and civic organizations (minimum 6x/yr.) • Meet with each city department to ensure all documents (staff reports, applications, business cards, presentations, letterhead, etc.) adhere to brand guidelines as outlined on SharePoint • Maintain powered bynatu re.blog.com site (minimum 3x/wk.) • Distribute window clings and larger windows signs of the logo • Distribute brochures explaining the brand to residents to municipal liquor stores, Guardian Angels, Pullman Place, Sherburne County, local banks, Chamber of Commerce, local hotels, etc. • Utilize community brand throughout the new Economic Development and citywide website • Promote the brand, engage residents, and distribute materials at expos (3x per year) and at events such as Realtors' Day, Leadership Elk River, and Manufacturers Connection • Create profiles on first-tier business owners in Synchronist—a tracking software used to record information on local businesses and visits • Launch an online marketing campaign through pay-per-click and keyword advertising • Benchmark the impact of the Powered by Nature brand with data from Google Analytics and a search engine optimization analysis. 5 Approved EDA January 14, 2013, HRA January 7, 2013