5.0. EDSR 07-10-2000 - Laserfiche WebLink

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•ID° III. Marketing Strategy This fall (September, October, November) staff will begin researching the target sectors —industrial machinery, fabricated metal and electronics —in preparation for next year's advertising campaign. In November we will begin planning our advertising campaign, most likely with the assistance of Greta Wedell, our advertising consultant. Staff will also be researching and compiling further information on state and regional resources available to businesses. IV. Key Account and Lead Generation Strategy Key account and lead generation is a key component to the marketing plan. In October, staff will identify ten key accounts to which promotional material will be sent and contact made. These accounts will be comprised of brokers, builders, developers, and financial professionals who will be contacted and updated on a semi-annual basis. V. Pricing Strategy All documents relating to TIF, TRF, Micro Loans, etc...will be reformatted in August to ensure a consistent "look" among all EDA documents. VI. Communications, Promotion, &Advertising Strategy Several steps need to take place prior to launching a concerted promotional campaign. First, the core tag line "The light industrial hub in the northwest metro" will be incorporated into all economic development material. This will occur over the next six months as the EDA website is finished, documents are reformatted, and letterhead is redesigned. Secondly, in November, a series of ads will be developed focusing on our target markets. Thirdly, starting in September, staff will begin identifying co- sponsors to help cover the costs of its advertising campaign, which will begin in January 2001. Finally, in October, staff will take advantage of the State's Manufacturer's Week to highlight local industrial firms.