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SECONDARY <br /> SECONDARY RESEARCH TAKEAWAYS <br /> The secondary research phase provided our team with a deeper understanding of Energy <br /> City and helped to position our qualitative and quantitative research. It also verified the need to <br /> speak with Energy City Commission members about Energy City's focus and the Energy City <br /> Commission's role and with the City of Elk River residents on their awareness of Energy City, its <br /> meaning and importance,and local news consumption habits. <br /> Through this secondary research, our team had two takeaways. First, we learned of <br /> Energy City's origin and history and that the City of Elk River was chosen as Energy City amongst <br /> 30 other cities due to its numerous demonstration sites. Due to this designation, the City of Elk <br /> River as Energy City was trademarked by both Minnesota and the federal government, but if the <br /> City of Elk River does not consistently use its trademark,it could be considered abandoned. <br /> Second, we learned that the Energy City Commission's role is to advise the City of Elk <br /> River on Energy City's focus and promotional methods. The Energy City Commission is appointed <br /> by the Elk River City Council, and its members must work in "energy-related businesses." In the <br /> past, the City of Elk River and the Energy City Commission have faced challenges, particularly <br /> determining Energy City's focus, creating awareness, and financially. Nonetheless, the City of Elk <br /> River and the Energy City Commission attempted to solidify Energy City's focus through the 10- <br /> year Action Plan and its goals and objectives, but some of these attempts have only generated <br /> short-term successes. <br /> 0 <br /> Page 11 ,�UNIVERSITYof$T.THOMAS <br /> EN-ERGYCITY <br /> Opus College of Business <br />