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City of Mounds View 6-4-09 Communications Plan ©2009 RISDALL MARKETING GROUP PAGE 4 OF 7 Marketing Communications Plan Implement New Logo and Tagline EDA is currently considering the selection of a tagline for Mounds View. The City is implementing the use of the new logo (approved on April 13, 2009) over time, as is needed and as budgets allow. Mounds View should use the new branding to present a consistent brand image in all communications, across all media formats. Once the City selects a tagline, it should be graphically integrated into a new version of the logo. The City should define and manage brand use guidelines to ensure the best possible representation of the City brand at all times. Integrate Mounds View Matters with City Website Mounds View now has a great opportunity to evolve the printed newsletter into a web-based newsletter. This version would capture the content published to the website and would reprint it for home delivery. The City should integrate the Mounds View Matters into the website plan, and it could become the name of the home page. The main section of the home page could become an online hometown newspaper, with weekly updates and archived articles. (Think of self- publishing with a regular following). The printed version could be an edited version of the posted articles from the last quarter. It would be accessible as a PDF online or delivered by request, which could reduce the number of printed copies as more and more people view this content online. There needs to be a coordinated effort in developing content with from Parks and Recreation and YMCA staff to ensure a consistent use of voice and style sheets. The website will help to control the use of fonts/style on the site. The City should ensure that the printed version have the same design as the website. Create Virtual Business Communications The City should locate its communications with local businesses on the City website, with a dedicated page updated on a regular basis. It is reasonable to assume that businesses are using the web for communications and information. This is a much more effective way to provide regular communications with businesses than printed materials and letters. A dedicated page on the City website should focus on topics related to business. There should be a calendar of monthly topics that city staff publishes on the site that can be linked to and promoted on this page. Side bar item on this page should invite local businesses to sign up for email notification of timely city issues and correspondences. The City may want to offer to them the chance to be an official “Key Partner” if they provide a current business contact name and email. Continue Communications with Developers The City should continue the “Available Sites” page on the City Website. This is the central location for communications related to development. City staff should maintain this page and related sub pages to support developers when they research Mounds View for their projects. The City should add an easy link to contact city staff in all departments.