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Home My WebLink AboutResolution 95-EDA25 . RESOLUTION NO. 95-EDA25 CITY OF MOUNDS VIEW COUNTY OF RAMSEY ST A TE OF MINNESOTA RESOLUTION APPROVING THE MARKETING PLAN FOR THE CITY OF MOUNDS VIEW. PER ATTACHMENT A WHEREAS, in 1994, a Marketing Task Force was formed to develop a marketing plan for the City of Mounds View; and WHEREAS, the Marketing Task Force developed a marketing plan that outlines procedures for marketing the benefits of the City to target industries through improved communication materials, marketing campaigns, and image enhancers; and WHEREAS, the Marketing Task Force members made a presentation to the Economic Development Authority outlining the programs to be implemented in 1995/96; and WHEREAS, the elements of the program are geared toward raising the awareness of Mounds View as a cooperative, progressive community as stated in the Focus 2000 report; and . WHEREAS, implementation of the programs will be phased in as the budget permits through 1995 and 1996. NOW, THEREFORE, BE IT RESOLVED that the Economic Development Authority of the City of Mounds View hereby approves the Marketing Plan per attachment A. (SEAL) ATTEST: ulu,~! . . . . AnACHMENT A Cit., of Moundl View Marketinq Plan Introduction . Sorne of the mo"t consi;;tent feedback that was received from residents during the Focus ::2000 visioning proce;;" in 19Q;3 was the urgency to enhance the image of the City of Mounds View. As a re;;ul1 in September of 1 ()Q-t, a Marketing TaskForce was created by the Economic Development Authority(EDA) to focu;; on developing a comprehensive Tlltuketing program for the City. The Marketing Tnsk Forc(> was charged ,,~th developing procedures for marketing the benefits of the City to businesses and generating image enhancement tools for the general public. "Tire implementation of a creatifle successful marketinfJ profJram will carrlJ tire CitlJ into tire next centurlJ witlr a reputation as a cooperatifle, profJreSSifle communitlJ" T/1sk Porce Members: --Focus 2000 Illitiating Ihe participation of different intere;;ts and talents was key in the selection of a creative task force made up of five business n'pre':;f~ntatives and three rt>sidents, (>adl with varying degrees of marketing and conlnlllni(:arions expel1:ise. . :Md Brandl resident and owner of a printing company called PrintMa"ter . Susan Fisher resident and markeling representative with General ~'1ills . Sheri Grone Pnster Entcrpri;;es - Marketing Director for Mounds View Square . Charlie ITall O\vner of Mermaid Supper Club - years of marketing experience in the entertainment busine;;,:; and as a business owner. . Dmd Iall Mermaid Supper Club - degwe in cotnmunicatiom; applying expertise marketing restaurant, bowling center and night dub. . Debbie Hamen tick Sysco Minnesota. Vice President of T Tuman Resource;=; and MIS . Beverly Kontola Liberty Check, i\larketing Operation;=; Director . Debra Ornan residellt with vast expertise in the de;=;ign and production of company brochures. The task force held ;=;even meetings since October of 1 Q94. The following report includes the collaborative recommendations from the Marketing Task Force for information to be induded into the City of Mounds View's cornprehen;=;ive \-larkering Prograrn. 1'he;;e reconullendations are only the stm1:ing point of the full program and, if approved by th(~ Econornic Developnlent Authority, impleruentation should begin in the spcond quarter of 1 Q95. . . . . . . . . . . . . . . . . . . . AnAeHMENT A Opportllnitiel-Challenqel The Marketing Task Force l.valuatt>.d Mounds View's opportunities and challenges by asking several question;:;? 1. Does Mounds View have an identity? 2. Can others identify with Mounds View? .3. \Vlwt do people like ItbOllt Mounds View? 4. Wlwt would people like challged about Mounds View? Task force members asked tlwse questions 10 a variety of indi,~duals including: . Mounds View residents, non-residl>nts, employees working in :Mounds View t.hat don't live in Mounds View and friends/relatives/business associates not asso('iated v.rith \-founds View. Through these inten~ews, the task force was ahle to identify Mounds View's opportunities and our challenges as it pertains to peoples image of the City. Opportunities Access to freeway;; ACIX~SS to semi-skilled workforce Average housellOld incomes Cood enterl"ainment facilities Cre:tl police protection Location to good shopping fltcililies iUld work l'eighborhood parks and recreation programs .i\"ice, large, \voodcd residential lots Politically mvare n~sid...nts Pro-hu,..;inc,..;s attitude <.>uality school,..; <)uid and friendly people Relatively dose to downtown yet not too dose to the Cities ~afe and affordable housing opportunities Small town commlU1ity feeling, prideful conullunity, clean ncighborllOods ~tTe('ts well maintained Challen ges . Lack of an identity City of" Mounds View gets rnixed up v.rith City of :Mound \Jounds View's a,..;sociation is tlw town next to .Fridley/~ew Brighton/Blaine or l\foullds View High School No uniqlH' establishment that people nUl identify wit.h DetC'riorating apart.rnent. quality High taxes T ,ad- of lanrlscaping alOllg TTighway 10 Residents haw' difficulty "rith SorIle City ordinances Simply a place to drive through to get somewhere else There is nu dear definition of the boundaries of Mounds View . . . . . . :2 . . . AnACHMENT A Tarqet Audiencel . Hesidenb children families ;:;(~nlOrS . New Resident>; young families . Busi ness Leaders current (IrOspective Site Selection Consultants Development Interests HecTea1iollal User C;ommuters who drive IIighway 10 Entire Metro Population Media Political Constiult'lllS . . . . . . . City of Mounds View Vision Statement We see Mounds View as a communittj that is receptille toward the dillerse interests of its citizens and businesses. Mounds View will be seen as a pro{Jressille communittj that takes pride in bein{J a leader. A cooperatille spirit exists between the {Jollernment and citizens. As a result, our communittj thrilles and prospers. :3 . . . An ACHMENT A Proqraml CommunieationJ-Marltl1tinq Matl1rial., Objective: . To increase COIllIllll11icatioHwith the public reganJing City sen~ces and prognulls :UH:l dIe conulllmitv of t\JouIlds Vit'w. Strategies: . I~~valllatt' CUlTent cOlunull1ication and rnarkeling malerialii and their distribution to ensure coordiJIated, infonnatiVt'. I'ro[pssional Inateri:.J", which ",end a message that "\\~e take pride in our CCllHlIIlIllity and can' about the rpsidents alld bu",ines",es. HCiiident Guide Concept: . 1nlprove and expand tlIP pnlductioll pnlc"t.'''''''.. distribution nnd iJIfonuation provided. Execu 1:10n: 0, 'em// 11llpJ"m-eIw'I/(s: . Take the tillll' to nwke sun' dllll' all pages an' neady ",tHflgerecL use paste] colurs and bold head i IllL'" to provick for an easy to read. attl"[lcti\'(~ package of rWlkrial",. . Pse' dw H~n'i(.t's or volunteers to a",,,,i,,,t "'~ththe production or dw gllide",. . lJpdnte illl'unnation em a illlTlual baiiis., illcOlTlorating vilal chwlges quarterly. S"pr'!"1"jj"(' IllIfJl"OI C'f1/t'lltc;: . Continue to ket"p the current format "rith pnll oul sheelii. Thi", is bot.h eelS! elIective and nasy to r(~ad. . Hi;;tory Section ~ expanc) thi;; section and notp, thai the complete history book is available at City Hall alld the locallibrmy. . Pn l\.i(k a separate section refl:tn:ling cable infonnation - what dwnnel, what i", j(d~'\'ised. ;;cl1edllk of pn.lgr:uu"" elc. . IIH-ll.ldt" a pllll ont ;;tn'f.'t map. Explon~ production with the as",ibl:UIC/:' or adverti",emenb from IOt:Hlrt'tail1.Ju",ine~;;;;(';;. Designate City Hall, parks and golf coursC'. . include n list 01' bll",ilH~s",es. . Tltrollflh llu"int"ss sponsor",hip. irwlude H COUP(Hl [or a ganw 01' golf and/or lesson for new l"l',-;idents. . Change lith~;; oflwndingii to be more of an attention getter. Example", include: C1wnW' '\'ott~r lnfolTnation" to ;r~llY Vot(,'~". Directory of Servit'('s" ~ "Que",tiou~ ~~ ;\n6wers", "F.ire Dq:wrtrllent - I.u ca"e~ or 11 Fire" . I ndude t'(..lntnd nmne,; with departnlC'uts under the Quick Hdp,relH.(~ Cnick". P('ople., are It.~,,,,,, iutirllid:ll"cr! to call when they hm'(' a "Iwcif.ic p(,1",;on they nlll talk tC). . lndlldC' IClt."alur IllHpS for - Plnces of~~or",hip lInd "Sdlools" Sections. . Arrnnw' PIUt,I.'''' o[~~orship by tlenolnilwtioll. 4. . . . AnACHMENT A . Include the following information in the City Sf'rvices section. \Vater and Sewer - You could save money by calling the City before a Plumber. Fire Department - volunteer needed. :'>Jpjghborhood Crime "Watch - important to engrave property for theft identification. Bold key nwssages in e[lCh paragraph under the T "icense;:; and Permit Section. Example: AmInal Control-- bold leash law and licenses are required for dogs." . Dl:~IT1blltiOll: . DislTibute in a more pro[lctive manrH~r. Currently, distribution is done upon request only and approximately 50 arc distributed per year. . With volunkers, n~inventthe "\Velcomc \Vagon" concept using the new resident Guide. . Upon notification of a new resident., through water hookup notices, s(~nd a welcome letter [rom the nrayor and council. The leller can indicate that a new resident guide is available at Citv Hall if they arc interested in more infonnation reu;arding City services. .".' ...... ...... "' . Distribute to the management o[ apartIlrent complexes. Make them aware that these guid(';:; arf' i1wlilable at City Hall. Estimated Costs: . $150 to cover a 1 OO'()-20(~/;) incr('ase in disIl'ibution and the postage for approximately J 00 new resident letter;:;. City Newsletter - Mounds View Matters Concept: . Continue to produce and disn."ibute as the main conununication vehide between the City and its stakeholders "'~th the utmost professionalism, constantly evaluating reduction in production co;:;ts without reducillg tlll' excellent quality and quantity of information provided. Execution: . Add il wble of contents for easi('r idenlification of information provided. . Tf cost effective, evaluat(' the u;:;e of more photos. . Review conknt" and cost of prod uction on a n annual ba;:;i;:;. Estimat.ed Costs: . l\o additional eosls anticipated. Mounds View Community Profile Concept: . C..ntirllle to [>1'odu('(' the glo;:;;:;y, attractive infonnational brochure that supplies business prospective with details tltey need to form a positive view of Mounds View as a progTessive cornmunity that prides itself on the balance o[ quality business development and excellent quality of life. s . . . AnACHMENT A Execution: eOl/lent: . Continue t.o produce every other yeaI'. . I nclude a map which designates Mounds View in relation to the Twin Cities. Reference the distance in miles from Twin Cities, St. Cloud, W-isconsin, Duluth, ctc. . Include testimonials from local businesscs regarding tlle business climate in Mounds View. . Include pholo of the bu;:;iness park or of a bu;:;iness on the cover -- potentially have the business park owner or the company be a sponsor to cover thc cost of production. . Include a page of newspaper headlines on positivc developments in Mounds View. . Tnclude retail/hospitality hourly wages due to the large majority of this business base in Mounds View. Dl:"ln"budol1: . Incrcase disIl'ibution through direct mail campaigns, participation in trade shows and at all City functions. . Distribute to local rcaltors - commercial\industrial, retail and residential. . Di;:;u'ibute to human resource deparunents o[ local businesses to attract quality workers. Estimated Costs: . Additional distribution and reprint cost of community profile;:; is estimatcd at. 8:300-$600. Mounds View Business Beat Newsletter Concept: . Cont.inue to publish one-page business spccific newsletter as a service which provides information regarding new local, state and national programs, outstanding achievements of local busine;:;scs, annOlillcernent of new businesses and otber information lhat may assist in the pro;:;perity of local COluparues. Execution: . Keep length of newsletter to one page, front and back. . Copy on light paper for easier and clearer reproduction witllin busincsses. This allows circulation to otller representative;:;. . Encourage businesses to inform the City regarding outstanding performances. . After (j issues, ask the businesses if the information is of value and ;:;olicit input. regarding other information they may like to see included. . Disu'ibute at Business Association Meetings. Estimated Costs: . :No additional costs incurred 6 . . . AnACHMENT A Attraction Response Package Concept: . Develop a systernatic package of Illaterials that sells \-1ounds View's properties to interested parties. Continue to distribute lelter welcolning new (pJality business development which offers assist.ance and a personal tour of available ;:;ites. Continue to distribute and follow up with all lead;:; in a professional and expedient manner. Exeeution: . ContinUf'to provide tIre following information: overview of available sit.es, available City assistance, community profile and an invitation to personally tour sites. . Upgrade site information 10 include photos of ;:;ites ,md sit.e plans. Contact brokers/owners of properties for joint professiOllal production oJ package. . Publish a professional. attractive, ('asy 10 read ovelV~ew map, showing Mounds View as predorninalf' from other surrounding conununities. Gain sponsorship for production from owners/brokers of available sites. Estimated Costs: . Cost for map and site information to he incurred ",~tll sponsors from participating businesses, land owners and developers "7 . . . AnACHMENT A BUll Mound" Yi~w Fi,. A ~mpt:liqn Objective: . To pxpand puhlic aW1m:~ness of l\Jounds View businesses and services with the intent to encourage increased purchasing within tll(' conlItlunity. Strategy: . Target ill'ea residents and area employees through materials and prOlflotions designed to spotlight Mounds View businesses ,md services. Execution: . Develop a reference dircctory (If :Mounds View businesses which describes the service;:; avnilable and the key contacts. . \Vork with Mounds View businesses to develop collaborative promotions snch as frelplent pUH'haser programs ,md value pricing progranrs available principally to "Mounds View residents and eInployees. . Develop ;:;implific'd. attractive map of the area highlighting the locations of key scrvices available neeu'by. Disu'ibute maps to new residents and businesses. . Recstablish a new business and new resident welcoming program operated by wJl unt eel's. Tn welcoming kits include materials emd promotions developed to introduce new residents and business employees to tllC ill'ea. . Develop posters nnd associated materials to post and dislTibute ill public places and area bu",irwsses featuring the concept of buying in Mounds View first. . T lighlight "tounds View businesses in the .Mounds View Matters newsletter and the Bu;:;ine;:;s Beat newsletter. Estimat.ed Costs: . Publication of Bu;:;iness Directorv is estimated at $2,000. All other costs would be supported by pa 1'1 icipating businesses. 8 . . . AnACHMENT A Imtlq(/ EnhtlM(/m(/nt Mtlt(/ritll, Objective . It is the belief of the \:farketing Task Force that tlw City of :Muunds View lack;:; an image to many of the residents and tlt(' people who pass through the community. The image enhances will establish f\.Iollnds View as a unique community wilh many attributes, including its largc array of lTees, it;:; quality school system, its new golf course witll bridges, wetlands and wildlife and its foundation as an excelknt place to live and work. Strategies . D('velop quality, ath'active, professional image enhancement materials to capture the attention of target audiences thcreby leaving them \\-ith a way to identify with the comm"Lmity ofMollllds Vit-'w. image Statement Concept . The old image statement, "Cntewaytodw ]\orlh._" identified the City as a Inen, pass through point h 1 'I'}' "Q' " . 1 I B "d 1 to sonlew en' I' se. re current lnragc statemcnt, wle 'Junp y t Ie est, oes not convey t 1(' messages in the ~lission and Vision Statements. The following statement best exernplifies the conununity spirit and progressiveness of .\tlounds View and dearly relates back to the mission and vision statements for the City. This statclllcnl was chosen from a larger listthatwa;:; developed by tlre markl'ting tnsk force. . Pride, Partnership and Progress- CitlJ of Mounds Vieul Mission Statement ~stal)lishes that residents me proud of the onmmnity, its partnerships with business :md its neighbors, and its "_levelopmellt. Mounds View, throulJh the promotion of cooperatit/e relations with all its stakeholders, will det/elop a dlJnamic climate that recolJnizes the et/er chanlJinlJ needs of the communitlJ. Execution . Incorporate image statement on letterhead, signage, publicaticHls. and wherever the current logo is used. Evalt late the fea;:;.ibility of designing a new logo that reHe, ~Is the nH'ssage of thc new irllage staternent. WorkinlJ tOlJether, we will take steps to meet those needs and facilitate positit/e chanlJes that allow us to shape the future of our CitlJ. Estimated Costs: . ~Iinor setup charge to add irnage i'tatement to logo. Phase in with regular reprints of materials. q . . . AnACHMENT A Momuncnt Entrance Sign Concept . In ord('r to apprise travelers that they have entered the City of ~1011nds View, a large, professional quality sign (brick or wood) would be siluated on Highway 10. The sign would be placed in a natural setting. potentilJly outside of T "iberty Check Printers. . The design could he based on concepts presented in1 qqo; using a \-Iounds View designer if at all possibk. A tie-in to the signage used at The Bridges Colf Course would he advisable to ensure continuity. . Incorporate the new identity stateorent onto the sign. . K('('p the sign in good repair at all times with attractive plantings and proper Hight lighting. Execution . Designate fund;:; for lire development of the sign. In lieu of an appropriation, fundraising events could h(~ held mrd spearheaded by local community organizations, including the Howry. Garden Club, Boy and Cirl Scouts, and businesses. Maintenance of the sign wOlJd need to be evaluated by Public Works, Parks & Recreation and/or landowner. . Economic Development Authority to designate a location for the Sigll. The Marketing Task Forc(~ proposcd in front of Liberty Cheek Printers in ~louuds View Business Park. Estimated Costs: . It is estimated that the siSfJ1 could cost approximately $5,000 - $10,000. Banners Concept . Colorful banners would inform travelcrs that they are in dle main area of dre City of Mounds Vi"w. These \~Cekome 10 Mounds Vicw" banners would be hung on stop light poles ill Ihe following location;:;: County Hoad 112., L,ong Lake Road, County Road 1, and Silver Lake Road. These durahle blumers would create visual excitement wid} a contemporary, vibrant look. ExecutioTl . Designate funds necdedto purchasc and install dle b[mncrs or coordinate fundraising acti vi ties ntitialt'd to pay for the ban tiers. . Approve IJanIlt'r progranl ,\lith ~InDo1. . \V-ork with Public \V'orks, Fire Department and/or MnDot to hang and maintain the hantlers. . Evaluate purchasing of special event and holiday banners. 10 . . . AnACHMENT A Esti.lllated Costs: . Approximately 10 banners is proposed at a toUu estimated initial cost of $1,200-$1,500. Additional banners for ;:;easons, festival, etc. would cost an estimated $30-60 a piece. Other MarketinCJ Ideal The following ideas were briefly revimved by the Marketing Task F on~e. If approved, in concepL. the lVlarketing Task Force would be willing to continue to develop these ideas and provide a framework for implementation in late 19Q5., early 1 <)Q6. Good News Campaign Concept . Develop a campaign to enhance Mounds View;s image by encouraging stakeholders in the communit.y to spread good news about the City of ~Vlounds View. Execution . Meet and market the campaign t.hrough the a local Realtors Coalition, Neighborhood Groups, S('niors Club, Rotary, I.ion;:; and J .ione;;;;:;es, School District and Bl.Isincs;;; Association. Estimated Costs: . Minimal to no cost associated with this prof,'Tmll. Advertising Campaign Concept . Develop an advertising campaign to mlHket available properties in ~!lounds View. Execution . Produce professional Advertisements .\Vork with owners and/or developer;;; of propl"rty in Mounds View to share in the campaign's execlltion and cost. . Place advertisl'ments in targeted econOlnic (kvelopment and site selection periodicals contingent upon current budget constraints. Estimated Costs: . E;:;limate of $500 for City contribution ,vith remaining productioll and advertising costs incurred by developers and land OWJJers. 11 . . . A nACHMENT A Concept . D\'vdop an ,Hlvprtisiup: campaign to ;:;pollight key tiu('.('pss slories ill }louw:l;:; View. Execution . ldf'nl ify SIIct'f';:;;:;es ~:Iaj(n' D('velopments Outstanding Small Business Hecognition HOIue 13 l.lsiJless Succcss St.ories :\h,tro LIst Development Partnership EnIl"epreneurinJ Prowam Successes . Develop Ad\'t-~rli;:;emetlts and Feature Stories. . Adv('f"ti;:;l~ in target periodicals conlil1w'ut upon budget constraints. Etitimated Costs: . Devdoplll('llt and advertisement cost estlmated at $2,000. 1:2 . . . AnACHMENT A ConellUion Members of the \-brkcting Ta,,;k Force are excited to continue to work on tlre implementation of the proposed marketing prognllll. If the Task Force were to l:ontinue, ilis suggested that the teaIll break up into groups. Each group would be responsible for c.'ol11pletinp the particulars of an assigned program such as the Buy Mounds View First Campaign, Advertising Campaign, Good News Campaigll and the implementation and coordination of image enhancers. Each gnmp would work independently ,,~th City Staff assistance and the full task force ",~ll meet and discuss progress on programs quarterly. All final deci;:;ions for implementation would be sllbjecl to EDA approval. It is recommended Ihat the City of ;\lounds View apply for a .r\orthcrn States Power Marketing Grant to subsidize the cost of the proposed M:u'keting Prognnll. 1 lnder the NSP grant, 25% of the total cost oftbe conununity marketing program is coven~d by .r\SP funds. Program Estimated Cost Conll11unicationsj:r-.larkcting \f aterial;:; $ . "'0 fi;'7-0 .4.:> - ,.. ;;) Buy Mounds View First Campaign $2,000 ~Jonument Sign $5.,000 - $10,000 Banncrs $1,200 - 81,500 Advertising Campaign $2,500 Total ,,'1,'11,150 - $'16,750 NSP Grant Sluue (25%) $2800 - $4.200 C' Sl (7'"'oJc \ $8,350 - $'12,550 ...lty, lare .;) OJ 1995 Marketing Budget $2 500 City Balance $5,850 - $10,050 1.'3