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QUALITATIVE RESEARCH <br /> think they should work together." Yet, another Energy City Commission member admitted that <br /> "Powered by Nature is an expression, [while] Energy City is the plan." <br /> Nearly all of the Energy City Commission members appeared to be in agreement that <br /> Powered by Nature has been promoted more than Energy City, since it has been considered the <br /> City of Elk River's official brand and is on documents, newsletters, and utility bills. In this sense, <br /> the Energy City Commission members hope that the City of Elk River's "two brands" do not <br /> confuse people,but they are not sure. <br /> ENERGY CITY COMMISSION: PROMOTION AND COMMUNICATION <br /> Our team asked the Energy City Commission members,whose job it is to promote Energy <br /> City to the City of Elk River residents and if this has been effectively communicated. In response, <br /> nearly all of Energy City Commission members said that it is not the role of the Energy City <br /> Commission to promote Energy City, but rather the City of Elk River and City Council are in <br /> charge of promotion. In this regard, the Energy City Commission should only advise and provide <br /> recommendations to the City of Elk River, especially since the City of Elk River is in charge of <br /> Energy City's budget.At the same time, only about half of the Energy City Commission members <br /> thought that the City of Elk River and City Council were doing a good job of promoting Energy <br /> City,while others felt that much more work could be done. <br /> THEMES FROM THE CITY OF ELK RIVER RESIDENTS IN-DEPTH INTERVIEWS <br /> The primary themes identified during our in-depth interviews with City of Elk River <br /> residents are the following: The City of Elk River, Energy City's brand image,energy efficiency and <br /> 0 <br /> Page 16 UNIVERSITYof$T.THOMAS <br /> EN-ERGYCITY <br /> Opus College of Business <br />