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City of Mounds View 6-4-09 <br />Communications Plan <br /> <br /> <br /> <br />©2009 RISDALL MARKETING GROUP PAGE 2 OF 7 <br /> <br /> <br />From the goals and policies section: <br />¾ Business development goal: retention <br />o Retention Policies (excerpts) <br />ƒ Enhance business communications efforts through evaluation of <br />existing programs. <br />ƒ Maintain and support open communications between the city and the <br />business community in acknowledgement of their value and be in a <br />position to address concerns or meet expectations. <br />o Recruitment Policies (excerpt) <br />ƒ Identify marketing and promotional tools and techniques to attract <br />desired uses. <br />¾ Miscellaneous Economic Development Goals (excerpt) <br />o The City will facilitate communications between and among the City, Ramsey <br />County, local businesses, the Chamber of Commerce, the Convention and <br />Visitors Bureau, local educational institutions, and any other parties or <br />entities having a direct or indirect interest in the economic prosperity of <br />Mounds View. <br /> <br />3. The EDA Request for Proposals (5-28-08) describes the purpose and intent of the project in the <br />following excerpt: “…to facilitate and complete branding services for the EDA followed by the <br />development of a public communications and marketing plan.” <br /> <br />Mounds View Brand Message <br /> <br />The brand message was developed as part of the creation of the brand strategy (approved by the <br />City Council on April 13, 2009). We have articulated the brand message in the brand promise <br />(below). <br /> <br />Brand Promise <br /> <br />The City of Mounds View is an active community with a small town feel, committed <br />to being family friendly, safe and fun, with planned and managed growth and <br />development, overseen by an open government that is responsive and fiscally <br />responsible. <br /> <br />Taglines <br /> <br />The use of taglines is an effective method of positioning a brand correctly in the minds of those <br />who know of and come to know the brand. There is no one ‘best’ choice for a tagline, but for <br />Mounds View, the selection should be a strategic effort to communicate the identity and the <br />uniqueness of the City most creatively. <br /> <br />Based on direction from the City Council, the City will solicit tagline ideas from the community <br />until early October 2009. <br /> <br /> <br /> <br /> <br /> <br />