3.0. EDSR 08-19-2002 - Laserfiche WebLink

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Advertising Campaign Results The Economic Development Department launched the newly designed, theme driven adverting campaign in 2001. The advertising campaign featured the following Elk River's high technology companies: Tescom, Cymbet,Marketech, Sportec and SoftPac. The ads were placed in the Twin Cities Business Monthly,MN Real Estate Journal,MN Real Estate Leasing Guide and Job Shop Technology. Each ad placed included one or two co-sponsors including: Bank of Elk River, Elk River Municipal Utilities,First National Bank of Elk River,Genesis Business Centers,NorthStar Access, Opus and Reliant Energy/Connexus. The co-sponsorships invested$16,430 over the past two years reducing the City's total advertising campaign costs to a total of$69,430. It also provided an advertising opportunity for the co-sponsors. The newly designed advertising campaign has reached over 75,000 business individuals with the message that the City of Elk River is "Open for business and is a place for light manufacturing firms." The campaign reached 4,000 brokers and developers, 12 times in the Minnesota Real Estate Journal—total of 48,000 impressions. The Minnesota Real Estate Journal Leasing Guide reached 5,000 brokers and developers 8 times --total of 20,000 impressions.Job Shop Technology reached 33,000 industries in the Midwest four times— totaling 132,000 impressions. The Twin Cities Business Monthly has reached over 33,000 general businesses in the greater Twin Cities area 6 times—totaling 594,000 impressions. • The number of repetitions of ads for each targeted publication ensured that the target audience received the message. There was no formal tracking of leads from the campaign,so the Economic Development staff does not know with any accuracy if the campaign generated direct leads. The staff does not believe that the print advertising campaign has generated any direct leads. However,the advertising campaign did create the image that the City of Elk River is"Open for Business." The City of Elk River received the best "Local Advertising Campaign" award from the Economic Development Association of Minnesota (EDAM) in June 2002. • Duckor&Associates,Inc. 14 A BluePrint for Your Success . . .Today and Tomorrow