8.2. SR 09-18-2017 - Laserfiche WebLink

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INTRODUCTION Introduction The City of Elk River, Minnesota is home to 22,974 residents and is located in Sherburne County about 35 miles northwest of the Minneapolis area (American Fact Finder, 2016). Throughout the last twenty years, the City of Elk River has been designated as "Energy City," which is meant to show that the City of Elk River values energy efficiency and sustainability and serves as a "geographical focal point for the demonstration of efficient and renewable energy products,services,and technologies" (Energy City, 2016). As a whole,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 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 Energy City's focus and effectively incorporating it into the City of Elk River residents' every day lives. PROJECT OVERVIEW The primary objective of this project was to help the City of Elk River and the Energy City Commission establish Energy City's brand identity and understand its brand image. We also sought to recommend methods to the City of Elk River and the Energy City Commission that would help promote Energy City to the City of Elk River residents and increase its brand awareness (See Appendix A for proposal and signed agreement). 0 Page 2 UNIVERSITYof$T.THOMAS EN-ERGYCITY Opus College of Business