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~j <br />~lk REQUEST FOR ACTION <br />River <br />TO ITEM NUMBER <br />Elk River Economic Develo ment Authori 6. <br />AGENDA SECTION MEETING DATE PREPARED BY <br /> Annie Deckert <br /> Economic Develo ment Assistant <br />ITEM DESCRIPTION REVIEWED By <br />Authorize staff to begin RFP process and form branding Catherine Mehelich <br />subcommittee to help facilitate and guide the branding process Director of Economic Develo ment <br />until completion. REVIEWED BY " <br />ACTION REQUESTED <br />Authorize staff to begin RFP process and form a branding subcommittee to help facilitate and guide <br />branding process until completion. <br />BACKGROUND <br />At the November 8t'' Elk River Economic Development Authority meeting, the EDA discussed the need <br />for and evaluating moving forward with a City branding campaign. A City wide branding campaign is an <br />action step and will support the Goals that support the Vision, approved by the Elk River City Council at <br />the October 18`'' meeting. <br />DISCUSSION <br />Staff has researched several processes and consultants other communities have used to `re-brand' their <br />image. From this research, staff has identified a general scope and approximate timeline for completion <br />of the branding campaign. The scope includes the following items: <br />• Research, information gathering and background review of community <br />o Including, but not limited to, current and prior plans, strategies and taglines, <br />websites, social media sites, etc. <br />• Creation of branding subcommittee <br />• Public participation, including Elk River businesses, residents as well as outside participation <br />to identify `perception' of Elk River from outside audiences <br />o Information gathered through surveys, interviews, etc. <br />• Develop communications strategy to update community, residents, employees and <br />commissions on progress and key milestones of process <br />• Develop community branding and marketing strategy (using existing logo) utilizing results of <br />public participation and branding subcommittee <br />• Develop master implementation strategy (each department can choose how to execute the <br />plan) <br />• Final presentation, follow-up support <br />N:\Departments\Communiry Development\Economic Development\Mazketing\Branding\Memos\12-13-10 EDA Action Requested.doc <br />