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Item #8. <br />MEMORANDUM <br />.V~t~Y` <br />TO: Housing and Redevelopment Authority <br />FROM: Clay Wilfahrt, Assistant Director of Economic Development <br />DATE: 3 October 201 I <br />SUBJECT: Branding and Marketing Update <br />BACKGROUND <br />At the September 12`'' EDA meeting, Chandlerthinks presented the brand plan that was the <br />culmination of their research. The brand plan identified a brand promise, tagline and creative <br />interpretations for the brand. The plan also included recommended strategies for <br />implementation. <br />At the September 12~` meeting, the EDA authorized staff to move forward with implementing the <br />Elk River brand, followed by authorization from the City Council on September 19`''. The <br />branding project was identified as a goal in the Visioning and Goals approved bythe Elk River <br />City Council, and it has been deemed a priority by the EDA and Council. <br />PROCESS <br />Since the September 12~' meeting, City staff has been working diligentlyto roll out the brand. <br />The first step in achieving this was to assemble a steering committee for the brand per a <br />recommendation from the brand plan to ensure the brand was communicated with a unified <br />voice. Tina Allard from Administration, RaeAnn Gardner from Parks and Rec, Michelle <br />Martindale from Utilities, Bob Thistle from Administration, and Clay Wilfahrt from Economic <br />Development were staff selected to comprise this group. <br />The steering committee has met several times since its inception to determine standards for the <br />brand as well as strategies for implementation in materials such as email signatures, letterhead, <br />business cards, and other marketing materials. The group is also exploring trademarking the logo. <br />Staff is working to promote the brand outside of City Hall. A presentation was given to the Two <br />Rivers Referrals group, the River's Edge Business group and local manufacturer who will be <br />incorporating the brand into their marketing efforts. Additionally, staff met with the Elk River <br />Area Chamber of Commerce; a significant partner in brand implementation <br />