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EDA Item 7B – June 8, 2009 Communications/Marketing Plan Page 3 of 4 Mounds View Branding Project Recap There have been at least thirteen staff reports and ten presentations from Risdall throughout the Mounds View Branding Project. Only two of those ten presentations by Risdall related to the creation of the new City logo and the eight other meetings included information about research, surveys, taglines, etc. This shows the broad spectrum of the project. One of the outcomes of the project resulted from the resident survey. Residents asked for more code enforcement and the City is now delivering on that request. The Council created a new overall goal for the City to improve code enforcement efforts. Without the residents’ input, the City may have not purchased the new code enforcement software, which allows for a more productive code enforcement program for the City. In order to analyze the monetary value of the Mounds View Branding Project, City staff pulled the records from the City’s most recent resident survey. It was completed in 2005 by Decision Resources, Ltd. The City Council hired Decision Resources to complete a survey of 400 residents in 2005 for $10,200. The City actually paid $11,280 for the project but the County reimbursed the City for eight extra questions at $135 per question. The Decision Resources survey resulted in a 15-page report. There are big differences between the resident survey Risdall completed and the survey Decision Resources completed. Risdall solicited written comments and transferred hand- written comments into 72 pages of typed comments. Decision Resources conducted a phone survey, which took Decision Resources’ 125.5 hours to call 400 residents based on 19.5 minutes per call less the 4.5% non-response rate. At any rate, if the cost of the resident survey portion of the Mounds View Branding Project was $10,200 (the same amount as the 1995 resident survey), the remaining $13,300 of the project budget went towards the rest of Risdall’s deliverables listed in the below chart. A large portion of the budgeted amount went towards the creation of about 100 logo options. Risdall Marketing Group Deliverables Cost: $23,500 Item Description # of Survey Questions # of Pages in Report 2008 Residents Image Survey Survey mailer (quantity- 3,250) & online survey tool 34 98 2008 Business Operators Survey Survey mailer (quantity-130) and online survey tool 29 32 Discovery Findings Report Research summary n/a 16 Brand Strategy & Promise Brand elements, statement & five objectives n/a 3 Logo Risdall created 100 options n/a n/a Tagline Risdall created 30 options n/a n/a Communications/Marketing Plan Framework for improving City communications n/a 7