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EDC Minutes Draft July 18,2008 Page 4 of 5 • Chair Helgemoe asked Ms. Steinmetz if she would draft a letter of support on behalf of the EDC. Ms. Steinmetz said she would definitely do that, however she would suggest their presence at the meeting since actions speak louder than words. Chair Helgemoe said that the reason he is interested in a letter of support is because he is unable to make the July 28th meeting, however he thinks this process is extremely important to assist in attracting and maintaining Mounds View businesses. Commissioner Johnson stated that she wants to make sure the EDA/Council knows that the EDC would not take this branding, marketing and public communications investment lightly. However, she feels that Mounds View's"brand" is comprised of its reputation,which includes: • how people perceive Mounds View from within • how people perceive Mounds View from the outside • whether or not the City keeps its promises to its citizens, its businesses, and its own staff She went on to say that if Mounds View does nothing to create a positive reputation and perception, others will create it for Mounds View. Mounds View needs to control its own destiny. The best way to do that is to proceed with a formal branding, marketing and public communications process. This process is more than developing a logo; it is developing a promise to Mounds View citizens. She feels that the City would get a lot for their money in doing this project. Commissioner Wagner said that if there are negative perceptions of Mounds View, branding is a way to correct those perceptions. She used Blaineas an example of how hard a community has worked to change their image over the years. Commissioner Belting reiterated what Chair Helgemoe said regarding a letter of support. He supports Risdall Marketing Group and added that they are one of the top five ad agencies in the United States. If they are willing to work for the City at the price they are proposing, the City should take advantage of that. Commissioner Betting inquired about the"Other Professional Services" EDA fund that staff is proposing to utilize to pay for Risdall's services. Ms. Steinmetz said that she was not anticipating another use for the fund this year. With that, Commissioner Belting suggested using Commissioner Johnson's previously stated words for the letter of support. Chair Helgemoe explained his personal background and training in marketing and commented that marketing budgets should be increased during tough economic times in order to more aggressively attract new opportunities. He feels that the City is probably getting a better deal for Risdall's services now because of the poor economy. He concluded by saying that if Mounds View attracts or retains one good business,the process will pay for itself. Ms. Steinmetz also said that Commissioners should e-mail the EDA if this issue is important to them. Chair Helgemoe is unable to attend the August 15th EDC meeting, therefore Vice Chair • Meehlhause will preside.