5. EDSR 09-12-2011 - Laserfiche WebLink

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REQUEST FOR ACTION TO ITEM NUMBER Elk River Economic Develo ment Authori 5. AGENDA SECTION MEETING DATE PREPARED BY 12 Sept 2011 Annie Deckert Director of Economic Develo ment ITEM DESCRIPTION REVIEWED By Authorize staff to move forward with brand plan Tina Allard, Ci Clerk implementation REVIEWED BY Bob Thistle, Interim City Administrator ACTION REQUESTED Authorize staff to move forward with brand plan implementation BACKGROUND At the November 8``' Elk River Economic Development Authority meeting, the EDA discussed the need for and evaluating moving forward with a City branding campaign. Earlier this year, the EDA directed staff to create a branding subcommittee to facilitate the process with branding consultant chandlerthinks. Today, Steve Chandler and his team are here to present the results of the research and brand plan. A copy of the presentation will be available at the EDA meeting. When we make the choice to define our self, it's a step towards protecting our identity and building, managing and sustaining our reputation. The branding plan provides us the tools to tell the Elk River story with compelling messaging and imagery that effectively describes the value and purpose of the brand. This plan will identify opportunities to solidify marketing efforts and provide recommendations on how to maximize community participation and promotion. DISCUSSION To create an accurate and successful brand, community involvement is vital and will support the brand implementation. In addition to all those who completed the survey, staff would like to give a big thanks to the following people who took time out of their day to participate on the branding subcommittee, interviews and focus groups: • Tina Allard, City Clerk • Steve Benoit, Parks and Recreation • Andy Christensen, Heritage Construction • Annie Deckert, Director of Economic Development • Pat Dwyer, Economic Development Authority Commissioner • Larry Farber, Sherburne County Commissioner • Jay Lusignan, Vision-Ease Lens Michelle Martindale, Elk River Municipal Utilities • Brad Rolfe, Chief of Police • Alan Sakry, Chamber of Commerce Board Chair