Loading...
HomeMy WebLinkAbout06-08-2009 CITY OF MOUNDS VIEW ECONOMIC DEVELOPMENT AUTHORITY MEETING AGENDA MOUNDS VIEW CITY HALL Monday, June 8, 2009 6:00 PM 1. CALL TO ORDER 2. ROLL CALL: President Flaherty, Vice President Stigney, Commissioner Hull, Commissioner Mueller, Commissioner Gunn 3. APPROVAL OF AGENDA 4. PUBLIC INPUT: Citizens may speak to issues not on tonight’s agenda. Before speaking, please give your full name and address for the minutes. Also, please limit your comments to three minutes. 5. APPROVAL OF MINUTES: NONE 6. CONSENT AGENDA 7. EDA BUSINESS A. City Tagline Search and Selection Process B. City Public Communications and Marketing Plan 8. REPORTS 9. NEXT EDA MEETING: Monday, June 22, 2009 at 6:30 p.m. 10. ADJOURNMENT City of Mounds View 6-4-09 Communications Plan ©2009 RISDALL MARKETING GROUP PAGE 1 OF 7 Public Communications & Marketing Plan Purpose The communications plan provides formal structure for managing and capitalizing on the communications channels and focuses them for effective and comprehensive communications to all constituencies. The goal of this plan is to successfully connect with target audiences and get them to remember the message associated with the brand’s value. Our objective is to review the currently identified channels and to suggest other opportunities and ideas on how to improve the use of each channel. This plan includes projects that Mounds View could initiate to further the communications goals of the City. Previously Approved City Communication Goals The City has expressed the goals for communications activities in the following documents: 1. The City Council & City Staff 2008-2009 Action Plan includes Goal 3: Improve Public Communications & Enhance Participation in City Programs and Activities (there are several related action steps). ¾ Improve advertising and promotions of City events via newsletter, cable TV, Email, lists, Website ¾ Cablecast Conversation with the Mayor/Council Members/City Administrator ¾ Review responsibilities and define communications action ¾ Re-evaluate newsletter preparations and delivery ¾ Develop events to promote community (e.g., Festival, Car show, Nat’l Night Out.) 2. The 2008 Mounds View Comprehensive Plan: Economic Development Element describes challenges or goals specifically related to communications. From the economic development challenges in the City section. ¾ In order to strengthen Mounds View’s identity, the City will: o Implement and consistently use an approved marketing and communications plan. o Continue work on the development and improvement of County Highway 10. o Improve its visibility within the local and regional business communities. o Handle business-related inquiries promptly and professionally. City of Mounds View 6-4-09 Communications Plan ©2009 RISDALL MARKETING GROUP PAGE 2 OF 7 From the goals and policies section: ¾ Business development goal: retention o Retention Policies (excerpts) ƒ Enhance business communications efforts through evaluation of existing programs. ƒ Maintain and support open communications between the city and the business community in acknowledgement of their value and be in a position to address concerns or meet expectations. o Recruitment Policies (excerpt) ƒ Identify marketing and promotional tools and techniques to attract desired uses. ¾ Miscellaneous Economic Development Goals (excerpt) o The City will facilitate communications between and among the City, Ramsey County, local businesses, the Chamber of Commerce, the Convention and Visitors Bureau, local educational institutions, and any other parties or entities having a direct or indirect interest in the economic prosperity of Mounds View. 3. The EDA Request for Proposals (5-28-08) describes the purpose and intent of the project in the following excerpt: “…to facilitate and complete branding services for the EDA followed by the development of a public communications and marketing plan.” Mounds View Brand Message The brand message was developed as part of the creation of the brand strategy (approved by the City Council on April 13, 2009). We have articulated the brand message in the brand promise (below). Brand Promise The City of Mounds View is an active community with a small town feel, committed to being family friendly, safe and fun, with planned and managed growth and development, overseen by an open government that is responsive and fiscally responsible. Taglines The use of taglines is an effective method of positioning a brand correctly in the minds of those who know of and come to know the brand. There is no one ‘best’ choice for a tagline, but for Mounds View, the selection should be a strategic effort to communicate the identity and the uniqueness of the City most creatively. Based on direction from the City Council, the City will solicit tagline ideas from the community until early October 2009. City of Mounds View 6-4-09 Communications Plan ©2009 RISDALL MARKETING GROUP PAGE 3 OF 7 Target Audiences & Key Messaging Audience: Residents There are 12,750 residents of the City of Mounds View. Our brand research study among residents provided sufficient data for developing strategic insights about the City and for the creation of the brand strategy. These results directly support our conclusions and recommendations for improving the image of Mounds View. Key Messaging Communications should be effective at presenting the brand promise Promote the image of the City that encourages the residents to tout where they live. Audience: Businesses The many businesses in the City (and their many employees) are an important part of the economic environment in Mounds View. It is important for the City to maintain connections to and regular interactions with local business, big and small. This group would include the Twin Cities North Chamber of Commerce and the Convention and Visitors Bureau, as well as the local educational institutions. Collectively, this group shares a common goal of economic prosperity in Mounds View. Open communications to businesses and to engage them in regular connections to the City to establish familiar relations requires regular and planned efforts by the City. Key Messaging Promote the image of Mounds View as a good place to do business and continue to grow. Audience: Redevelopment Professionals In addition to the current businesses and merchants that represent Mounds View, there are government agencies, brokers, developers, and outside businesses that could derive economic benefit from locating their operations in Mounds View. These groups will often do their own internal research to determine the economic feasibility of a new project. To justify this investment, they like cities that work with professional city planners to help define their vision and identify development opportunities, and determine what roll or help the city will provide. The future vision of Mounds View needs to be far reaching (big thinking) and supported by a proactive city council. Key Messaging Promote the image of Mounds View as easy to connect with and eager to see redevelopment occur. 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. City of Mounds View 6-4-09 Communications Plan ©2009 RISDALL MARKETING GROUP PAGE 5 OF 7 Enhance Cable Channel 16 The cable channel should support the same brand imagery of the website. This is to help the channel to become directly associated with the site. The City needs set standards for accepting programming materials and announcement requests on the channel. Information page screens should use the logo consistently, as well as colors. The channel graphics should promote the city’s website address as frequently as possible. City staff should post and promote the cable channel schedule on the City website as well. The cable company should provide viewer data and metrics of viewership should be tracked for analysis. The site should attempt to use recognizable video clips of the city whenever possible to present a window on the community and to evoke a connected emotion. Add Graphics & City’s Website Address to City Hall Electronic Sign Mounds View should develop standards for accepting public notices and announcements for consistent allocation of this resource. The messages should always be current and brief. City staff should explore the sign systems for capabilities that allow for special page formats and graphics that can signal the type or author of the messages (such as Community Center News, Council News, local business message, and messages from residents). The City should use the city hall sign to promote the website, perhaps below the time and temperature, for maximum exposure and frequency. Begin Conducting Public Relations Press Release (News Release) Schedule and Structure for City Staff ƒ The City should develop news release standards ƒ Create a monthly schedule of content to be communicated to the media. ƒ City staff should post all news releases on the web and provide archives of past releases. Media Relations Contact Person and Outreach Schedule ƒ City staff should have a regular point of contact for the City and communicate that in releases and on the web. ƒ Create a list of local and statewide media contacts, with both email and street mail. ƒ Begin regular communications to introduce and maintain identity awareness Media Training for Key City Staff for Press Conference Preparedness Impromptu or scheduled, speaking before the press requires extra skill. Expert professionals should train city staff in media relations for maximum preparedness. Crisis Communications Support This highly specialized skill can change the outcome of any emergency. The City should contract this service to a retained expert. City of Mounds View 6-4-09 Communications Plan ©2009 RISDALL MARKETING GROUP PAGE 6 OF 7 Utilize City Website as Primary Communication Vehicle Develop a Web-centric Communications Approach The City website should become the primary communication vehicle for ongoing communications with all audiences. Newer site content management tools make it easy to update information and create additional pages. There should be a coordinated effort to update the site regularly to keep information fresh and to encourage residents to visit often for city news. The City should make an effort to use only one voice on web for consistency and control. There needs to be one person for the City who functions as the website content editor. This person should review all site content for accuracy and for the consistent use of voice and messages. Web Design Recommendations Simple changes to the site design using the existing template can be an effective way to enhance the look and feel of the site. This has already been completing by incorporating the new logo and coordinating the colors on the site. Create a style sheet for consistent application of fonts and sizes of page content. Change images to be recognizable city locations to create a very familiar online environment. Enhance Sign-up for City Email Updates This service will continue to assist and promote regular email updates to residents. The City also can create separate lists for different content, such as volunteers, parks users, community center users, and emergency communications. This helps residents to feel connected to city hall and fosters security in timely communications. Create Section for the Promotion of Events This page should be a regular button on the home page and will receive regular visits from both residents and others who visit Mounds View. The City should develop standards for how much each group can say and a contact person for each posting. Implement Traffic Tracking and Analytics Approach The web provider should be able to provide the City with web site tracking data. If not, there are free programs that the City could install to collect and analyze site traffic statistics. We recommend Google Analytics if the City web provider supports it. The site content manager should monitor activity on a regular basis and use the information for continual improvement of the site content and the architecture of the site. Utilize County Road 10 Redevelopment as Marketing Tool Develop a Long-Range Vision for Future Development The City should capitalize on the opportunity to demonstrate a commitment to growth and development by leveraging the future redevelopment of available properties. This would help to achieve the city’s plan for managed growth. To this end, the City should work with a planning consultant who specializes in analyzing the redevelopment potential and facilitating the process to form an approved long-term plan. This would result in a marketable plan that developers would properly assess and that they would support. Promotion and news of this process, the updates, the presentations, and public hearings will generate buzz that the City is taking action and shaping its future. The stories that this process generates may not always be positive, but they will nonetheless be stories about development and redevelopment action in Mounds View. This process also will position the City for key opportunities to create synergy with the future TCAAP project in Arden Hills, and poised to attract the interest of developers. City of Mounds View 6-4-09 Communications Plan ©2009 RISDALL MARKETING GROUP PAGE 7 OF 7 Promote Participation in the Planning Process Mounds View should use all communication channels to invite residents and business community members alike to participate in the planning process. This is an opportunity to project a positive message of the City effort towards growth. Involving several volunteer residents and business professionals as an advisory panel would provide excellent opportunities for community input and buy in. The City could do this as a virtual advisory group on a new web page with a blog for interactive discussions. Periodic public events or meetings also would generate regular involvement. Coordinate the Sharing of Information All those interested in the development and planning process need to be able to find regular information on progress. To meet this need, the City should dedicate a page on the website to this topic and City staff should update it on a weekly basis to keep information fresh and current. Previous posts should be available on the page via a link. This page should be the one resource for all related city information as well as links to public articles on the topic. The project could use Twitter, an online social-media tool, to spread messages to followers on a regular, and instant, basis. Develop a Plan for Changing the Name of County Road 10 With the image of the City so closely connected to this stretch of road, it is a tremendous opportunity to show progress towards growth and a new future along the corridor. A new name, such as Mounds View Parkway or Mounds View Boulevard, would support the new image of the City and make the road itself a brand icon. This also would put the name of the city directly on roadway signage and maps, in support of promoting the identity of Mounds View. The City could hold a contest for name idea submissions – winner could be an honorary new sign hanger at the ceremony. This process also would engage residents and reflect a community pride. Enhance the Pedestrian Crosswalks in the County Road 10 Corridor This is a very visual way to communicate to drivers that this highway also is a main street for Mounds View. Bold crosswalks and markings will teach drivers to pay closer attention when at the intersections. It supports the active community strategy to make the road pedestrian friendly, and to connect the two parts of the city with trailways. This could be a short-term improvement that the City and Ramsey County phase in over time. Any such improvements should start with key intersections. Maximize the Border Monuments and Intersection Landscape Mounds View should upgrade the signage at its borders to include the new logo. Using inexpensive resources, the City could enhance the signage areas with landscaping to include garden displays. The active lifestyle of residents and a call for a garden club could help to create literal monuments of pride for your residents and their friends, while communicating to all that this is a wonderful City. Starting with the border monuments at each end, and expanding to the electronic sign at city hall, each additional garden will grow the number of positive messages communicated to visitors, and begin to beautify the image of the City of Mounds View. Item Number: 7A Meeting Date: June 8, 2009 Type of Business: EDA Administrator Review: _____ City of Mounds View Staff Report To: Economic Development Authority From: Heidi Steinmetz, Economic Development Specialist Item Title/Subject: City Tagline Search & Selection Process Background As part of the Mounds View Branding Project, the EDA reviewed possible new taglines for the City on May 11, 2009 and May 26, 2009. At the June 1, 2009 City Council Work Session, the City Council decided to use the below promotional tools and timeline for soliciting tagline ideas from the community: Promotional Tool Promotion Start Date(s) Promotion End Date Next City Utility Bill August 1 Early Oct. Festival in the Park August 22 August 22 Mounds View Matters August 27-28 Early Oct. Cable Channel 16 Now Early Oct. City Website Now Early Oct. City Hall Lobby Now Early Oct. Sun Focus & Bulletin Now Early Oct. E-mail Businesses Now Early Oct. Discussion On May 26 and June 1, 2009, the City Council discussed whether to hold a contest as an incentive to the community for participating in the tagline project. Based on the City Council’s direction to City staff, we have not prepared any information for a contest. Recommendations Staff recommends that the Council: 1. Approve the above listed promotional tools and timeline for soliciting tagline ideas. 2. Decide upon an award and proper recognition after the Council chooses a tagline. Respectfully submitted, ____________________________ Heidi Steinmetz, Economic Development Specialist Item Number: 7B Meeting Date: June 8, 2009 Type of Business: EDA Administrator Review: _____ City of Mounds View Staff Report To: Economic Development Authority Cc: Economic Development Commission From: Heidi Steinmetz, Economic Development Specialist Item Title/Subject: Public Communications & Marketing Plan Background The Public Communications & Marketing Plan is the last component of the Mounds View Branding Project (prior to implementation). Below is an excerpt from Risdall’s June 27, 2008 proposal to the EDA for the public communications & marketing plan portion of the branding project: The scope of phase two is to develop the communications and marketing plans for execution by city staff. This is logical extension of our branding process that builds upon the work done in the previous phase. RMG would work to formalize these plans and focus them for effective and comprehensive communications to all constituencies. Plans are developed with the objective of successfully connecting with the target audience and then getting them to remember the message and associate it with the brand’s value. We can see by the RFP attachments that there has been some effort to recognize the many different communication vehicles available within the current plan. Our goal would be to refine those you have identified, and to offer suggestions to others you might want to take advantage of, and to provide a structure for each communication channel. Risdall Marketing Group submitted the attached Public Communications & Marketing Plan for the City. Kevin Deshler of Risdall Marketing Group will be attending the June 8th EDA meeting to present the plan and to answer questions. The plan meets Risdall’s above stated goal to refine and offer suggestions to improve the communications vehicles. City staff identified those elements in the May 2008 Request for Proposals for Branding Services and a Public Communications & Marketing Plan. City staff will be responsible for implementing the plan. Much of the plan implementation will be based on the budgetary limits set by the EDA/City Council. EDA Item 7B – June 8, 2009 Communications/Marketing Plan Page 2 of 4 Discussion The ideas that City staff most appreciated in the plan submitted by Risdall are as follows: • Track City Website visitor data • Create, define & manage guidelines for the use of the City’s brand (logo) • Transform the City Website home page to appear like a hometown newspaper (add weekly updates and archived articles) • Change images on City Website home page to be recognizable City locations • Use one voice on the Website • Set standards for accepting programming and announcements on the cable channel and the electronic City Hall sign • Obtain & track cable channel viewer data • Rename County Road 10 to Mounds View Parkway or Boulevard so that it becomes the City’s brand icon Although there are many good ideas in the plan, City staff considers the plan from Risdall to be a framework. It provides the City with the basic framework for such things as estimating implementation costs, creating action steps/related timelines and measurement goals. The steps involved in creating a more detailed communications and marketing plan would include one to two months of additional City staff time that would be spent on the following: 1. Gathering sample plans from other communities 2. Prioritizing Risdall’s recommendations based on City Council goals 3. Assuming the implementation of the new City logo is a top priority, requesting quotes for applying the new logo on letterhead, business cards, envelopes, City vehicles, squad cards, City flag, water tower, entrance signs, monument signs, street signs, etc. (three quotes for each item) 4. Estimating costs of implementing Risdall’s recommendations 5. Creating action steps/related timelines in achieving those action steps 6. Creating goals for measuring the outcome of each action step Recommendation Staff recommends that the EDA adopt the Public Communications & Marketing Plan for Mounds View as submitted by Risdall. City staff suggests moving forward with requesting quotes for implementing the new City logo because it is the most cost- effective way for the City to move forward with the rebranding of the City. 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 EDA Item 7B – June 8, 2009 Communications/Marketing Plan Page 4 of 4 In the end, the project exceeded the budgeted amount. The company’s founder however, is a longtime area resident and supporter of the City and decided to donate staff time to the project. In summary, it is staff’s opinion that the City of Mounds View has already received value from the branding project due to the actions the City Council has taken on code enforcement. The Council took these actions (in part) because of the information gathered in the resident survey. City staff will continue to measure the value of the project into the future by logging resident comments, such as the positive comments already received about the new City Website design. Respectfully submitted, ____________________________ Heidi Steinmetz Economic Development Specialist Attachment - Public Communications & Marketing Plan