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ITEM #8. <br />MEMORANDUM <br />Y` <br />TO: Economic Development Authority <br />FROM: Annie Deckert, Director of Economic Development <br />DATE: 6 June 2011 <br />SUBJECT: Update on branding strategy <br />ATTACHMENTS <br />• Updated community branding timeline <br />Branding consultant chandlerthinks was in Elk River Apri127-29 to begin the market research for <br />this project which included a community tour, approximately 25 one on one interviews with <br />stakeholders, three focus groups and numerous mystery shops throughout Elk River. The group <br />also completed mystery shops in Big Lake, Ramsey, Anoka, Maple Grove and Minneapolis to find <br />out their community's thoughts and perceptions about Elk River. <br />Using the information collected from the visit, chandlerthinks has created two customized surveys; <br />one for the community and one for employees. These surveys are now available. The community <br />survey can be accessed at www.ci.elk-river.mn.us/survey or <br />http•//www su:rveymonk~.coin/s/E1kRiverCitySurvey. Community input is crucial to this <br />process; please complete this survey no later than June 15r`'. Hard copies can be picked up at City <br />Hall, Elk River Municipal Utilities, Elk River Parks and Recreation (Lion's Park), Elk River Senior <br />Center and the Elk River Arts Alliance. <br />This process is working cooperatively with the Vision and Goals project and may be subject to <br />change accordingly. In addition to identifying a brand, chandlerthinks will be creating a two year <br />strategic marketing and advertising plan to best support the brand. The final presentation is <br />anticipated to be complete late summer. This plan will be revisited one year after execution and <br />applicable tune-ups will be made. Staff plans on revisiting the plan annually. <br />N:\Departments\Community Development\Economic Development\Marketing\Branding\Memos\6-6-11 to HRA.doc <br />