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Item 1 A&B - Risdall <br />January 5, 2009 <br /> Page 2 of 2 <br /> <br /> <br />Discussion <br />Patrick Bettenburg and Kevin Deshler from Risdall Marketing Group will attend the City <br />Council Work Session on January 5, 2009. At this meeting, they will present the <br />“Residents Image Survey” results and analysis. Attached is the research report for the <br />EDC and EDA/City Council’s review. <br /> <br />Mr. Bettenburg and Mr. Deshler also will provide an update on the “Business Operators <br />Survey” (attached for your reference). The staff from Risdall will present the results and <br />analysis of this survey at the February 2, 2009 City Council Work Session. <br /> <br />Risdall Marketing Group would like the EDC and EDA/Council to consider the results and <br />analysis of both surveys as the basis of this branding project. The creative aspect of this <br />project (potential new logo) may be exciting and may receive a lot of attention from the <br />public, but it only visually represents the brand. In other words, the data is the basis for <br />developing the brand strategy and the brand is embodied in the creative logo and tagline. <br /> <br />Next Steps <br />Based on the results and analysis of the two surveys, the phone interviews and Risdall’s <br />research, the staff from Risdall will present the EDC and EDA/Council with Mounds <br />View’s brand strategy and potential new logo/tagline at the February 2, 2009 City Council <br />Work Session. <br /> <br />Upon the EDA/Council’s consideration of the brand strategy, potential new logo and <br />tagline, Risdall Marketing Group will develop a marketing/public communications plan for <br />the city. The brand strategy will drive the marketing/public communications plan. <br /> <br />Article <br />The attached article about Mounds View’s branding project appeared in the Sunday, <br />December 21, 2008 issue of the St. Paul Pioneer Press. <br /> <br />Recommendation <br />Staff recommends that the EDC and EDA/City Council review Risdall Marketing Group’s <br />“Residents Image Survey” research report and provide input to City staff and Risdall <br />about the results that the EDC and EDA/Council believes are most surprising or <br />important. <br /> <br />Respectfully submitted, <br /> ___________________________ <br />Heidi Steinmetz, Economic Development Specialist <br /> <br />Attachments <br />• Mounds View Business Operators Survey (2 pages) <br />• Residents Image Survey Research Report, Risdall Marketing Group (approx. 100 pages) <br />• “City’s Image Overhaul Taking Shape”, St. Paul Pioneer Press, December 21, 2008 (1 page)