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Home My WebLink About07-28-2008 CITY OF MOUNDS VIEW ECONOMIC DEVELOPMENT AUTHORITY MEETING AGENDA MOUNDS VIEW CITY HALL Monday, July 28, 2008 6:00 PM 1. CALL TO ORDER 2. ROLL CALL: President Marty, Vice President Stigney, Commissioner Flaherty, Commissioner Hull, Commissioner Mueller 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 A. June 23, 2008, EDA Minutes. 6. CONSENT AGENDA 7. EDA BUSINESS A. Consider Resolution 08-EDA-246, Authorizing City Staff to Negotiate a Branding Services Contract with Risdall Marketing Group 8. REPORTS 9. NEXT EDA MEETING: August 11, 2008 at 6:30pm 10. ADJOURNMENT Corrections made by Heidi Steinmetz, Economic Deve. Specialist, James Ericson, Clerk-Administrator, and Council Member Carol Mueller and Mayor Rob Marty PROCEEDINGS OF THE MOUNDS VIEW EDA 1 CITY OF MOUNDS VIEW 2 RAMSEY COUNTY, MINNESOTA 3 4 Regular Meeting 5 June 23, 2008 6 Mounds View City Hall 7 2401 Highway 10, Mounds View, MN 55112 8 6:30 P.M. 9 10 11 1. CALL MEETING TO ORDER 12 13 2. ROLL CALL: President Marty, Vice President Stigney, Commissioner Hull, 14 Commissioner Flaherty, Commissioner Mueller, and Executive Director Ericson. 15 16 NOT PRESENT: None. 17 18 3. APPROVAL OF AGENDA 19 20 MOTION/SECOND: Mueller/Hull. To Approve the Monday, June 23, 2008 Agenda as 21 Presented. 22 23 Ayes - 5 Nays – 0 Motion carried. 24 25 4. PUBLIC INPUT 26 27 None. 28 29 5. APPROVAL OF MINUTES 30 31 None. 32 33 6. CONSENT AGENDA 34 35 None. 36 37 7. EDA BUSINESS 38 39 A. Resolution 08-EDA-243 Approving Election and Appointment of Officers to 40 the Authority 41 42 Economic Development Specialist Steinmetz explained that there were conflicts with the By-43 Mounds View EDA June 23, 2008 Regular Meeting Page 2 laws and the EDA officers. The By-laws have been updated and the EDA is asked to approve 44 Resolution 08-EDA-243 appointing officers. Commissioner Stigney was appointed in February 45 as the Vice President, but the rest of the officer appointments were left blank. 46 47 Vice President Stigney asked whether there could be a non-voting member as treasurer. 48 49 Executive Director Ericson indicated that the Authority does not have its own funds or sign 50 checks so a treasurer’s bond is not needed. This is consistent with the statutes and the Authority 51 is not responsible for any funds, because the City has all of the funds. 52 53 Vice President Stigney indicated that a treasurer’s bond must be obtained. He then asked 54 whether a bond must be obtained for whoever is named as treasurer. 55 56 Vice President Stigney indicated that the President and the Treasurer must sign Authority checks. 57 58 Vice President Stigney said that compensation reimbursement is required for attending meetings, 59 and he would like to review this further. 60 61 Attorney Riggs indicated that by-laws are not required, as the Authority can operate by statute. 62 63 Attorney Riggs indicated that the by-laws reflect the exact language of the statute. 64 65 The Authority and Staff discussed having the City’s Finance Director serve as the Treasurer. 66 67 Vice President Stigney indicated that he would like to have the Attorney look further into the 68 Treasurer position. 69 70 Attorney Riggs clarified that the League says that a Treasurer and a Bond is required, so does the 71 statute. He then said that the five member board must match the statute requirements, but Staff 72 can serve as an Assistant Treasurer. 73 74 Commissioner Mueller said that she is concerned about the majority vote that does not list who 75 votes, and whether the Treasurer or Executive Director has a vote. 76 77 Executive Director Ericson asked for action on the Resolution, as the time allowed for the 78 meeting had run out. 79 80 President Marty indicated that he would like to hold off on the Resolution until further edits are 81 made. 82 83 Attorney Riggs agreed and said that the officers are in place from last year until there is a change 84 by Resolution. 85 Mounds View EDA June 23, 2008 Regular Meeting Page 3 86 MOTION/SECOND: Stigney/Mueller. To Postpone For Further Information. 87 88 Ayes – 5 Nays – 0 Motion carried. 89 90 8. REPORTS 91 92 9. NEXT EDA MEETING: Monday, July 14, 2008 at 6:30 p.m. 93 94 10. ADJOURNMENT 95 96 President Marty adjourned the meeting at 7:03 p.m. 97 98 Respectfully submitted, 99 100 101 Recorded and transcribed by: 102 Joan Lenzmeier, Recording Clerk 103 TimeSaver Off Site Secretarial, Inc. 104 Mounds View Economic Development Commission Statement of Support To: Economic Development Authority From: Economic Development Commission (EDC) Date: July 28, 2008 Item Title/Subject: Support Statement Regarding Branding, Marketing and Public Communications Background At the July 18, 2008 EDC meeting, the EDC asked staff to summarize their comments regarding Branding, Marketing and Public Communications for Mounds View into the following statement of support: “A branding, marketing and public communications investment is not taken lightly. However, Mounds View’s “brand” is comprised of its reputation which includes: , • how people perceive Mounds View from within • how people perceive Mounds View from the outside • and whether or not the City keeps its promises to its citizens, its businesses, and its own staff. If Mounds View does nothing to create a positive reputation and perception, others will create it for Mounds View. Mounds View needs to control its own destiny. The only best way to do that is to proceed with a formal branding, marketing and public communications process. This process is more than developing a logo; it is developing a promise to Mounds View citizens.” This statement of support is Rrespectfully submitted by the Mounds View EDC. , Commissioner Seat Term Expires Signature of Support Jason Helgemoe Chair Business 12/31/09 Gary Meehlhause Vice Chair Resident 12/31/09 Dr. Greg Belting Business 12/31/08 Jackie Entsminger Resident 12/31/08 Torri Johnson Resident/ Business 12/31/09 Daniel Larson Resident 12/31/10 Formatted Formatted: Indent: Left: -0.25", Hanging: 1.63" Formatted: Indent: Left: -0.25", Hanging: 1.75" Formatted: Indent: Left: -0.38", Hanging: 1.75", Tab stops: Not at 1.5" Formatted: Indent: Left: -0.25", Hanging: 1.75" Formatted: Indent: Hanging: 0.25" Formatted: Indent: Left: -0.25" Formatted: Indent: Hanging: 0.25" Formatted: Indent: Hanging: 0.25" Formatted: Indent: Left: -0.25" Formatted: Font: Not Bold Formatted: Indent: Hanging: 0.25" Formatted: Font: Not Bold Formatted: Font: Not Italic, Font color: Auto Formatted Table Formatted: Font color: Auto Formatted: Font: Not Italic, Font color: Auto Formatted: Font color: Auto Formatted: Font: Not Italic, Font color: Auto Formatted: Font color: Auto Formatted: Font: Not Italic, Font color: Auto EDC Statement of Support July 28, 2008 Page 2 of 2 Jennifer Wagner Resident 12/31/10 Firm Responsiveness to RFP Organization, Presentation & Content of Proposal Mounds View Understanding Minnesota City Experience Timeline (Phase 1) Timeline (Phase 2) Investment (Phase 1) Investment (Phase 2)Total Investment Risdall New Brigton, MN Asked questions prior to submittal clear process local New Brighton $14,000 to $18,000 $3,200 to $5,500 $17,200 to $23,500 CityImage Hastings, MN Asked questions prior to submittal well-organized proposal stated there would not be a learning curve St. Louis Park, Red Wing, Crystal, Hopkins Brooklyn Park, West St. Paul $15,000 $4,750 $19,750 Wolf Marketing Minnetonka, MN Asked questions prior to submittal detailed custom proposal Elk River 3 mos.2 mos.$12,750 $11,500 $24,250 TDI Print Graphics Edina, MN Asked questions prior to submittal only 4 pages cover letter stated that their employees would leverage their MV roots 5 weeks 6 weeks $10,700 $14,300 $25,000 Foote & Company St. Paul, MN Asked questions prior to submittal boiler plate no statement made 5 mos.2 mos.$13,000 $17,000 $30,000 AlphaGraphics Apple Valley, MN no attempt to follow RFP no statement made 3 mos.$16,500 $16,500 (branding only) Brand Acceleration Indianapolis, IN Asked questions prior to submittal boiler plate out-of-state $16,000 to $19,050 $25,778 to $28,393 $41,778 to $47,443 Capsule Minneapolis, MN Asked questions prior to submittal visually stood out, vague process understanding of MV's past marketing efforts 3 mos.$25,000 $25,000 (branding only) Tunheim Partners Minneapolis, MN vague process custom proposal Coon Rapids 4 mos. $30,000 to $36,000 $3,500 to $5,000 $33,500 to $41,000 North Star Destination Strategies Nashville, TN Asked questions prior to submittal clear process out-of-state St. Paul, Grand Rapids, Hibbing $68,000 $18,000 $86,000 4 mos. City of Mounds View Branding/Marketing/Communications Proposal Analysis July 2008 22-24 weeks EDA RESOLUTION NO. 08-EDA-246 MOUNDS VIEW ECONOMIC DEVELOPMENT AUTHORITY COUNTY OF RAMSEY STATE OF MINNESOTA RESOLUTION AUTHORIZING CITY STAFF TO NEGOTIATE A BRANDING SERVICES CONTRACT WITH RISDALL MARKETING GROUP WHEREAS, in January 2008, the Mounds View Economic Development Commission (EDC) began monthly discussions about marketing and public communications for the EDA and City of Mounds View; and, WHEREAS, on May 16, 2008, the EDC reviewed and approved a Branding Services and Public Communications/Marketing Plan Request for Proposals (RFP) document; and, WHEREAS, on May 27, 2008, the EDA approved the RFP and authorized the distribution of the RFP; and, WHERAS, by June 27, 2008, City staff had received ten proposals from highly qualified consultants that would facilitate branding services for the EDA followed by the development of a marketing and public communications plan; and, WHEREAS, on July 14, 2008, the EDA authorized City staff to interview consultants that City staff agreed submitted the top proposals; and, WHEREAS, on July 15, 16 and 17, 2008, staff interviewed three consultants that submitted the top proposals; and, WHEREAS, on July 24, 2008, the EDC submitted a “Statement of Support” regarding branding, marketing and public communications that the EDC hopes the EDA will consider on July 28, 2008; and, WHEREAS, based on City staff’s review of the top three proposals and consultant interviews, City staff is recommending that Risdall Marketing Group complete branding services for the EDA and City of Mounds View; and, NOW, THEREFORE BE IT RESOLVED THAT the Mounds View Economic Development Authority does hereby authorize City staff to negotiate a branding services contract with Risdall Marketing Group and directs the Executive Director to execute the contract on behalf of the Authority. Adopted this 28th day of July, 2008 by the Mounds View Economic Development Authority ________________________________ Rob Marty, President (ATTEST) ________________________________ James Ericson, Executive Director January 2008 February—April 2008 May—July 2008 Anytime After Development Phase TBD Strategy Research Development Implementation Evaluation CC Worksession Define Objectives Define Target Audiences Identify Potential Brand Drivers Branding Committee Focus Groups Surveys Data Collection Report to CC Brand Position Council Determines Implementation Strategy Communications Plan • Objectives • Strategies • Menu of Options Report to CC Report to CC Communications Experiences Staff Measures Success of Branding Work Council Action Staff Process Branding Phases Time Per Phase Burnsville Branding Work Plan and Timeline January 2008 Item Number: 7A Meeting Date: July 28, 2008 Type of Business: EDA Administrator Review: _____ City of Mounds View Staff Report To: Economic Development Authority Cc: Desaree Crane, Assistant Clerk-Administrator Mark Beer, Finance Director From: Heidi Steinmetz, Economic Development Specialist Item Title/Subject: Consider Resolution 08-EDA-246 Authorizing City Staff to Negotiate a Branding Services Contract with Risdall Marketing Group Background The City Council’s 2008-2009 Action Plan (approved on April 28, 2008) includes several action steps related to branding, public communications and marketing for the City. These include: • Aggressively Pursue Redevelopment Opportunities • Review Responsibilities and Define Communications Action • Council to Review Website • Re-evaluate Newsletter Preparation & Delivery • Partner with Chamber to Attract New Businesses, Promote Investment and Reinvestment • Develop a Marketing Plan • Promote Foreclosure Awareness and Prevention Programs • Increase Public Awareness of Where/How to Report Problem Properties In an effort to implement these action steps, the EDA authorized the distribution of Branding Services and Public Communications/Marketing Plan Request for Proposals (RFP) on May 27, 2008. Discussion Staff received ten proposals for these services on June 27, 2008. Clerk-Administrator Jim Ericson, Community Development Director Ken Roberts and I independently evaluated all ten proposals. The attached matrix summarizes staff’s evaluation of the ten proposals based on the selection criteria outlined in the RFP. Item 7A-Consider Resolution 08-EDA-246 July 28, 2008 EDA Meeting Page 2 of 3 Of the ten proposals, staff agreed that the following consultants submitted the top proposals: Wolf Marketing & Media, CityImage and Risdall Marketing Group. Attached are the top three proposals for the EDA’s review. Jim Ericson, Ken Roberts and I interviewed the three consultants on July 15-17, 2008. Based on our review of their proposals and the interviews, staff is recommending that the EDA enter into a contract with Risdall Marketing Group to complete branding services for the City of Mounds View. This work would be considered “Phase 1” of this project. Representatives from Risdall Marketing Group will provide a brief presentation and will be available to answer questions at the July 28, 2008 EDA meeting. “Phase 2” of this project is to complete a marketing and public communications plan for the City. It is the intent of City staff that the EDA also use Risdall Marketing Group for “Phase 2”. This would require a separate contract to be considered by the EDA at a later date. Benefits of Branding, Marketing and Public Communications On July 14, 2008, the EDA requested additional information on the benefits of branding, marketing and public communications. These activities and their benefits are often intangible. As such, it is important to have a basic understanding of branding and marketing. The following articles (totaling 60 pages) provide good background material about branding and marketing: • “What is a Brand?”, A Chapter from Brands and Branding, February 2004 • “Reputation and Its Risks”, Harvard Business Review, February 2007 • “Introduction to Marketing” (article written by Lars Perner, Ph.D. and Assistant Professor of Clinical Marketing at the University of Southern, CA) In addition, marketing and its results are often difficult to measure. A way to attempt this is to conduct surveys. For instance, a common way businesses measure their marketing efforts is by asking their consumers or clients the question “How did you hear about us”? If surveys from within and outside of Mounds View are completed, Mounds View will begin to understand how Mounds View is perceived. Several Minnesota cities believe in the importance of branding and marketing. The attached matrix lists a sampling of cities that have completed a formal branding process. A sample branding timeline (provided by the City of Burnsville) and a branding pyramid (provided by the City of Savage) is attached to the matrix. Item 7A-Consider Resolution 08-EDA-246 July 28, 2008 EDA Meeting Page 3 of 3 Recommendations Mounds View Economic Development Commission’s (EDC) Recommendation The EDC has held monthly discussions (since January 2008) regarding Mounds View branding, marketing and public communications. The EDC recommends that the EDA consider their “Statement of Support” (prepared and signed by the EDC) regarding branding, marketing and public communications. Staff Recommendation Staff recommends that the EDA adopt the attached Resolution 08-EDA-246 that authorizes City Staff to negotiate a Branding Services Contract with Risdall Marketing Group. Respectfully submitted, ____________________________ Heidi Steinmetz, Economic Development Specialist Attachments: • Evaluation matrix of ten proposals (1 page) • Copies of three finalists' proposals (57 pages) • Branding & marketing articles (60 pages) • Matrix of Minnesota city branding efforts (3 pages) • EDC Statement of Support (1 page) • Resolution 08-EDA-246 (1 page) Item Number: 7A Meeting Date: July 28, 2008 Type of Business: EDA Administrator Review: _____ City of Mounds View Staff Report To: Economic Development Authority Cc: Desaree Crane, Assistant Clerk-Administrator Mark Beer, Finance Director From: Heidi Steinmetz, Economic Development Specialist Item Title/Subject: Consider Resolution 08-EDA-246 Authorizing City Staff to Negotiate a Branding Services Contract with Risdall Marketing Group Background The City Council’s 2008-2009 Action Plan (approved on April 28, 2008) includes several action steps related to branding, public communications and marketing for the City. These include: • Aggressively Pursue Redevelopment Opportunities • Review Responsibilities and Define Communications Action • Council to Review Website • Re-evaluate Newsletter Preparation & Delivery • Partner with Chamber to Attract New Businesses, Promote Investment and Reinvestment • Develop a Marketing Plan • Promote Foreclosure Awareness and Prevention Programs • Increase Public Awareness of Where/How to Report Problem Properties In an effort to implement these action steps, the EDA authorized the distribution of Branding Services and Public Communications/Marketing Plan Request for Proposals (RFP) on May 27, 2008. Discussion Staff received ten proposals for these services on June 27, 2008. Clerk-Administrator Jim Ericson, Community Development Director Ken Roberts and I independently evaluated all ten proposals. The attached matrix summarizes staff’s evaluation of the ten proposals based on the selection criteria outlined in the RFP. Item 7A-Consider Resolution 08-EDA-246 July 28, 2008 EDA Meeting Page 2 of 3 Of the ten proposals, staff agreed that the following consultants submitted the top proposals: Wolf Marketing & Media, CityImage and Risdall Marketing Group. Attached are the top three proposals for the EDA’s review. Jim Ericson, Ken Roberts and I interviewed the three consultants on July 15-17, 2008. Based on our review of their proposals and the interviews, staff is recommending that the EDA enter into a contract with Risdall Marketing Group to complete branding services for the City of Mounds View. This work would be considered “Phase 1” of this project. Representatives from Risdall Marketing Group will provide a brief presentation and will be available to answer questions at the July 28, 2008 EDA meeting. “Phase 2” of this project is to complete a marketing and public communications plan for the City. It is the intent of City staff that the EDA also use Risdall Marketing Group for “Phase 2”. This would require a separate contract to be considered by the EDA at a later date. Benefits of Branding, Marketing and Public Communications On July 14, 2008, the EDA requested additional information on the benefits of branding, marketing and public communications. These activities and their benefits are often intangible. As such, it is important to have a basic understanding of branding and marketing. The following articles (totaling 60 pages) provide good background material about branding and marketing: • “What is a Brand?”, A Chapter from Brands and Branding, February 2004 • “Reputation and Its Risks”, Harvard Business Review, February 2007 • “Introduction to Marketing” (article written by Lars Perner, Ph.D. and Assistant Professor of Clinical Marketing at the University of Southern, CA) In addition, marketing and its results are often difficult to measure. A way to attempt this is to conduct surveys. For instance, a common way businesses measure their marketing efforts is by asking their consumers or clients the question “How did you hear about us”? If surveys from within and outside of Mounds View are completed, Mounds View will begin to understand how Mounds View is perceived. Several Minnesota cities believe in the importance of branding and marketing. The attached matrix lists a sampling of cities that have completed a formal branding process. A sample branding timeline (provided by the City of Burnsville) and a branding pyramid (provided by the City of Savage) is attached to the matrix. Item 7A-Consider Resolution 08-EDA-246 July 28, 2008 EDA Meeting Page 3 of 3 Recommendations Mounds View Economic Development Commission’s (EDC) Recommendation The EDC has held monthly discussions (since January 2008) regarding Mounds View branding, marketing and public communications. The EDC recommends that the EDA consider their “Statement of Support” (prepared and signed by the EDC) regarding branding, marketing and public communications. Staff Recommendation Staff recommends that the EDA adopt the attached Resolution 08-EDA-246 that authorizes City Staff to negotiate a Branding Services Contract with Risdall Marketing Group. Respectfully submitted, ____________________________ Heidi Steinmetz, Economic Development Specialist Attachments: • Evaluation matrix of ten proposals (1 page) • Copies of three finalists' proposals (57 pages) • Branding & marketing articles (60 pages) • Matrix of Minnesota city branding efforts (3 pages) • EDC Statement of Support (1 page) • Resolution 08-EDA-246 (1 page) Prepared by Heidi Steinmetz City of Mounds View City City Branding Reference Consultant Utilized Year Investment Anoka Pam Bowman City Communications Coordinator Arnett Muldrow & Associates 2008 $23,250 Burnsville see Branding Timeline Bridget Dalrymple Special Projects Coordinator Medvec-Eppers 2008 $29,000 Cambridge Tom Willett, former employee Ann Hunter, Marketing Source USA Marketing Source USA 2005 $10,000 ($8,000 pro bono) Coon Rapids Joni Anderson, City Clerk Tunheim Partners 2008 $23,000 Elk River Heidi Steinmetz, former employee Dukor & Associates/ Tammy Miller Design 2000 $20,000 Hopkins Kersten Elverum Community Development Director CityImage 2006 $13,900 Savage see Brand Pyramid Amy Barnett City Communications Coordinator City resident 2006 Free ($15,000 value) Sampling of Minnesota City Branding Efforts City of Savage Brand Pyramid Personalityo0 Genuine, Respectful, Energetic Brand Promise Our team provides expert resources and honest communications to drive our growing metro community. Emotional Benefits I care about the livelihood and security of my community I am proud of the efforts my community makes to develop its future while reflecting its past Rational Benefits Timely, accurate information delivered with thoughtful care. (customer service) Professional and volunteer leaders empowered to provide ideas and actions that are fiscally responsible Highly-trained people and up-to-date facilities and equipment that provide a safe, clean environment. Progressive partnerships to provide efficient, effective delivery of services. I’m confident our leaders are working in the best interest of my community