8. EDSR 06-13-2011 - Laserfiche WebLink

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ITEM # 8. MEMORANDUM V~~' TO: Economic Development Authority FROM: Annie Deckert, Economic Development Manager DATE: 13 June 2011 SUBJECT: Branding and Marketing update ATTACHMENTS • Branding timeline • www.ci.elk-river.mn.us/restaurants Branding and marketing_process Branding consultant chandlerthinks was in Elk River April 27-29 to begin the market research for this project which included a community tour, approximately 25 one-on-one interviews with stakeholders, three focus groups and numerous mystery shops throughout Elk River. The group also completed mystery shops in Big Lake, Ramsey, Anoka, Maple Grove and Minneapolis to find out their community's thoughts and perceptions about Elk River. Using the information collected from the visit, chandlerthinks has created two customized surveys; one for the community and one for employees. These surveys are now available and can be accessed at www.ci.elk-river.mn.us/survey or the Elk River ED and Discover Elk River Facebook pages. Community input is crucial to this process and all are encouraged to complete the survey and pass along to the community and local organizations. Hard copies of the survey can be picked up at City Hall, Elk River Municipal Utilities, Elk River Parks and Recreation, Elk River Senior Center and the Elk River Arts Alliance. This process is working cooperatively with the Vision and Goals project and may be subject to change accordingly. In addition to identifying a brand, chandlerthinks will be creating atwo-year strategic marketing and advertising plan to best support the brand. The final presentation of brand and plan is anticipated to be complete late summer. Chandlerthinks will be holding `train the trainer' sessions to teach interested local organizations how to utilize the brand in their marketing as well. This plan will be revisited one year after execution by chandlerthinks and applicable tune-ups will be made. Staff plans on revisiting the plan annually.