11-21-2008 - Laserfiche WebLink

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Items 8A-8F November 21,2008 EDC Meeting Page 2 of 4 4111 Item 8C - Mounds View Branding Background This past summer, the EDA authorized Risdall Marketing Group and City staff to begin a brand development process for Mounds View. The purpose of this process is to refresh and accurately portray Mounds View's image or brand to residents, visitors and prospective new businesses. The EDC has been heavily involved in the process even prior to the EDA's approval of the project. Most recently, EDC members attended a joint work session with the EDA/Council on October 6, 2008 to review Risdall's research plan and schedule. Work session attendees also discussed the benefits of place branding, other cities' brands and Mounds View's current image and identity. Mounds View's brand development process includes asking residents, non- residents, businesses, potential businesses, developers, etc. detailed questions about the city through surveys and interviews. Update - Residential Survey Distributed To assist with the preparation of the residential survey, Risdall completed the • following: • Attended the August EDC meeting to solicit input for survey questions • Interviewed an EDC member, Council member and City staff in September • Reviewed the results of the 2005 Mounds View Residential Survey completed by Decision Resources and based several questions on this survey • Asked City staff to review the residential survey (five City staff members reviewed the survey, including one resident) Residents received the attached 34-question survey in their October 2008 utility bill (mailed on October 27, 2008) and were encouraged to complete the survey online through the City's Website. The online survey became available on October 29, 2008. As of November 17, 2008, 367 surveys (298 hard copies and 69 online) have been completed and submitted. Next Steps The next step in the process is for Risdall to prepare and complete the business • and developer surveys and interviews.