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<br />Item No. 11B(1) <br />Meeting Date: November 24, 2008 <br />Type of Business: Reports of Staff <br />Administrator Review: _____ <br /> City of Mounds View Staff Report <br />To: Honorable Mayor and City Council <br />From: Heidi Steinmetz, Economic Development Specialist <br />Item Title/Subject: Mounds View Branding Project Update <br /> <br /> <br />Background <br /> <br />This past summer, the EDA authorized Risdall Marketing Group and City staff to <br />begin a brand development process for Mounds View. The purpose of this <br />process is to refresh and accurately portray Mounds View’s image or brand to <br />residents, visitors and prospective new businesses. <br /> <br />On October 6, 2008, the EDA and EDC attended a joint work session to review <br />Risdall’s research plan and schedule. Work session attendees also discussed <br />the benefits of place branding, other cities’ brands and Mounds View’s current <br />image and identity. <br /> <br />During the work session, a question was raised about Risdall’s survey <br />methodology. Risdall has provided the City Council with the attached response <br />letter that gives additional details about their chosen methodology and how it <br />relates to the EDA’s contract for services. <br /> <br />Residential Survey Update <br /> <br />Mounds View’s brand development process includes asking residents, non- <br />residents, businesses, potential businesses, developers, etc. detailed questions <br />about the city through surveys and interviews. <br /> <br />To assist with the preparation of the residential survey, Risdall completed the <br />following: <br /> <br />• Attended the August EDC meeting to solicit input for survey questions <br /> <br />• Interviewed an EDC member, Council member and City staff in <br />September