8.0 EDSR 01-12-2009 - Laserfiche WebLink

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Although it seems unlikely that these users would ever want these projects prominently featured in broad advertising or publicity efforts, perhaps they would be open to more limited, low-key efforts, such as project case studies included in marketing packets or targeted direct mail efforts. At worst, these projects can surely be mentioned in verbal communications with prospective users. Strategy #5: Continue to employ about the same mix of marketing tools, but with greater emphasis on public relations and events During the past four years, the Elk River Economic Development Division has pursued an integrated marketing communications strategy employing all components of the marketing mix: advertising, direct mail, public relations, events, Web site and personal selling/relationship building. As recommended by the 2002-2004 Action Plan, the City has increased its investment in direct mail and public relations. 2004 2005 2006 2007 Advertisi $28,500 $28,500 $34,200 $20,000 Public Relations $17,000 $19,500 $24,000 $25,000 Other Marketin $2,500 $8,600 $18,100 $5,600 Total $53,500 $56,600 $76,300 $50,600 (The 2006 budget was disproportionately higher due to the $10,000 cost of Northstar Business Park signage, $5,000 for the Technical Assistance Grant Partnership Program with Minnesota Technology and other one-time costs.) Perhaps most notably, the Progress Partner Dispatch newsletter was redesigned, expanded and renamed News from the Hub. (Please see Appendix H for an example of the News from the Hub newsletter.) In addition to the relaunched News from the Hub newsletter -which can also be considered a form of direct mail and PR -several project case studies have been written, which have been used online and as a part of hard copy marketing materials. The owner of one business that recently decided to relocate in Elk River said a project case study he read on the City's Web site was the biggest reason he decided to consider Elk Rivera Several news releases were also written and distributed, and valuable positive publicity was obtained in local media, including the Minneapolis-St. Paul Star Tribune, Minneapolis-St. Paul Business Journal, Minnesota Real Estate Journal, Elk River Star News and other publications. Public relations is an inexpensive and highly credible form of marketing. With the recent economic development successes in Elk River, there is plenty of "good news" to be shared. (Please see Appendix I for examples of public relations efforts and results.} The City has also improved and expanded the amount of economic development information available online because it has become common practice for a city's Web site to be the first point of contact for economic development inquiries. 14