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• Promotion & Advertising.Strategy <br /> To promote that the City is "Open For Business"and to generate leads for the East and West Business <br /> Parks. <br /> Analysis <br /> The City conducted a print advertising campaign for over ten years. The last few years the <br /> campaign was focused with a consistent theme,key messages and design format. Although <br /> the campaign appears not to have generated any direct leads, it established the City as a <br /> player in the Economic Development field. In light of the investments over the years and <br /> the lack of direct leads, a more targeted, fine-tuned advertising effort should be pursued. <br /> The recommendation is to reduce the investment in print advertising campaign and to <br /> expand the direct mail strategy,review and effectively redesign the web site, and launch a <br /> Public Relations Strategy. <br /> Action <br /> Inquiry Tracking <br /> o Track all inquires and determine how they heard about the City of Elk River e.g., <br /> referral, ad, web site, direct mail. (August 2002, On-going) <br /> o Establish a database of all-industrial inquiries and leads. (August 2002, On-going) <br /> • ❑ Develop a direct mail campaign,e.g.,mail a newsletter or update,two or three times <br /> a year, to the database including real estate brokers, developers and clients. <br /> (September 2002, On-going) <br /> Advertising and Marketing Support <br /> o Review and redesign Economic Development web site. (Fall 2002) <br /> o Place 1/4 page print ads building on the theme, format and focus of the current <br /> campaign in The Business Journal and the Minnesota Real Estate Journal and <br /> Leasing Guide. (2003,2004) <br /> o Continue to support and participate in Marketing Events,e.g.,MN Department of <br /> Economic Development in recognition of MN Manufacturing&Technology Month <br /> and Minnesota Real Estate Journal "Site Selection & Economic Development <br /> Conference. (On-going) <br /> Strategy <br /> ❑ Adopt a new Promotion and Advertising Strategy—To promote the City is "Open <br /> For Business" and to generate leads for the Elk River Industrial Park. <br /> • <br /> Duckor &Associates,Inc. 8 <br /> A BluePrint for Your Success . ..Today and Tomorrow <br />