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RECOMMENDATIONS <br /> their Facebook pages, which will cause less confusion and create more traffic on individual <br /> Facebook pages. These promotional efforts should articulate the importance of Energy City and <br /> its affect and benefits on the City of Elk River residents, including how Energy City initiatives <br /> could potentially save them money. These promotional efforts should also encompass <br /> characteristics of strong brands, such as featuring a prominent City of Elk River resident to act as <br /> a spokesperson for Energy City, highlighting Energy City's origin and history, and creating a new <br /> and clear logo. Furthermore, the year 2017 is an appropriate time to re-launch certain Energy <br /> City promotional efforts,because it is the 20th anniversary. <br /> RECOMMENDATION FOUR <br /> Finally,in terms of further increasing the promotion of the City of Elk River as Energy City, <br /> we propose that the City of Elk River and the Energy City Commission should better formulate <br /> partnerships and utilize co-branding techniques. In this sense, the Energy City and Parks and <br /> Recreation Commissions should partner on various events and initiatives when related to similar <br /> topics. This partnership with the Parks and Recreation department, which is widely popular, <br /> could increase Energy City's awareness, create more foot traffic at individual events, and <br /> potentially save the City of Elk River money. At the same time, we propose that the City of Elk <br /> River and the Energy City Commission should utilize co-branding techniques between Energy <br /> City and Powered by Nature when the topics overlap. These co-branding techniques would <br /> reinforce the City of Elk River's consistent message of energy efficiency and sustainability, <br /> formulate a better relationship between Energy City and Powered by Nature, and continue to <br /> increase Energy City's awareness, since residents would see its logo more in certain documents, <br /> mailings,newsletters,and flyers. <br /> 0 <br /> Page 35 UNIVERSITYof$T.THOMAS <br /> EN-RGYCITY <br /> ��_V A..a a.�.. , Opus College of Business <br />