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