8.2. SR 09-18-2017 - Laserfiche WebLink

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EXECUTIVE SUMMARY Executive Summary This report was commissioned by the City of Elk River and the Energy City Commission to help establish Energy City's brand identity and recommend methods to promote Energy City to the City of Elk River residents and increase its brand awareness. Our team conducted secondary, qualitative, and quantitative research studies to analyze Energy City's brand identity and promotional methods to reach the City of Elk River residents. Specifically, we held in-depth interviews with the Energy City Commission and the City of Elk River residents and created a survey for the City of Elk River residents. Through this research, our team found that the City of Elk River residents form a strong community, but they are unaware of the City of Elk River's designation as Energy City. In this sense,the City of Elk River holds a potential market for Energy City, since a majority of the City of Elk River residents are supportive of energy efficiency and sustainability.We believe that the City of Elk River and the Energy City Commission should take advantage of the City of Elk River's potential market for Energy City by regaining its focus and effectively incorporating it into the City of Elk River residents'everyday lives. Toward this end, we recommend that the City of Elk River and the Energy City Commission undertake the following: 1). Explore amending the Energy City Commission's ordinance and allow 2-4 seats for public and local membership;