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EDC Minutes August 15, 2008 Page 2 of 5 Chamber events: the August 21s' Annual Meeting and the September 12t" Chamber Golf event. 6. EDC BUSINESS A. Introduce Patrick Bettenburg of Risdall Marketing Group & Discuss Branding, Marketin and Public Communications Process Ms. Steinmetz reminded the EDC that the EDA approved a contract with Risdall Marketing Group on July 28, 2008. The contract will provide Mounds View with branding services and a public communications/marketing plan. Ms. Steinmetz stated that the EDC and EDA/Council will be involved in three of six phases of the process. She said staff would handle the last three phases of the project. Patrick Bettenburg is here today to explain Mounds View's brand development process in detail. EDC members are invited to attend a tour of Risdall's offices in New Brighton following this morning's meeting. Ms. Steinmetz asked for the EDC's input on the types of questions they would like Risdall to ask developers and real estate brokers. She referenced a spreadsheet included in the EDC's meeting packet that summarized staff's business development efforts from November 2007 to date. Mr. Bettenburg began his presentation with stating that developing a "brand" for a city is unique and that it is different then branding a company or a product; however the values are the same. He stated that Mounds View's brand is a bit dated and lacking in definition. Mr. Bettenburg said that strengthening Mounds View's brand will help residents better understand their city and will drive business development and attract more consumers to the area. Mr. Bettenburg talked about Risdall's six -phase process for the project: Discovery, Strategy, Identity Visibility, Implementation and Analysis. He said that Risdall's current contract with the Mounds View EDA ends with the Visibility phase. Risdall's first step is to develop the survey questions with City staff. He asked the Commission if they had any questions with the process that he presented. Commissioner Meehlhause stated that he was very impressed with Risdall's proposal and he asked about the appropriate response rate. Mr. Bettenburg said that they will send the survey to a large number of people but they have not determined the appropriate response rate yet. The results will not represent the City as a whole but will generate enough insight to move forward. Commissioner Wagner asked if we would advertise in the local paper. Mr. Bettenburg said "yes" and that we'll also advertise on the City's Website. Commissioner Meehlhause added that perhaps the City Council could help promote the surveys during Council meetings. Commissioner Wagner asked about the results of Risdall's branding projects for other cities. Mr. Bettenburg replied that Risdall has not completed a full-blown branding effort for another city; however Risdall's founder, John Risdall was New Brighton's public relations