6. EDSR 10-10-2011 - Laserfiche WebLink

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Item #6. MEMORANDUM TO: Economic Development Authority FROM: Clay Wilfahrt, Assistant Director of Economic Development DATE: 10 October 2011 SUBJECT: Branding Update ATTACHMENTS •Kempex Drug logo •Art Crawl Flyer BRANDING STRATEGY At the September 12~' EDA meeting, Chandlerthinks presented the brand plan that was the culmination of their research throughout the branding process which began in January of this year. The brand plan identified a brand promise, tagline and creative interpretations for the brand. The plan also included recommended strategies for implementation. At the September 12t" meeting, the EDA authorized staff to move forward with implementing the Elk River brand, followed by authorization from the City Council on September 19t". The branding project was identified as a goal in the Visioning and Goals approved by the Elk River City Council, and it has been deemed a priority by the EDA and Council. Since the September 12t" meeting, City staff has been working diligently to roll out the brand. The first step in achieving this was to assemble a steering committee for the brand per a recommendation from the brand plan to ensure the brand was communicated with a unified voice. Tina Allard from Administration, RaeAnn Gardner from Parks and Rec, Michelle Martindale from Utilities, Bob Thistle from Administration, and Clay Wilfahrt from Economic Development were staff selected to comprise this group. The steering committee has met several times since its inception to determine standards for the brand as well as strategies for implementation in materials such as email signatures, letterhead, business cards, and other marketing materials. The committee is establishing protocols for the use of the tagline and its graphic interpretations within the City. Templates are established to use for business cards, letterhead, and other marketing materials. The tagline "Powered by Nature" will also be appearing on liquor store receipts. The group is working on trademarking the logo. Periodic emails are sent to City staff outlining progress and protocols for the brand.