Laserfiche WebLink
<br />. <br /> <br />. <br /> <br />. <br /> <br />/ <br />...--- <br /> <br />CITY COUNCIL WORK SESSION <br />Topic Report: City Marketing and Branding <br />By: Kurtis G. Ulrich, City Administrator <br /> <br /> <br />Background: <br /> <br />City's often hire professional communications/marketing firms to review their communications and <br />to make efforts to establish a "brand" whereby the City image is pro actively developed and shaped in <br />a positive fashion. Much of the regional news about Ramsey has been focused on the Ramsey Town <br />Center and there appears to continue to be questions about "where the City stands" or what is being <br />done" to address issues surrounding the development. On the other hand, the City is much more than <br />the RTC and the image of the City need not be shaped by one development. A professional <br />communications consultant could help the City answer some basic questions: <br /> <br />What message does the City want to communicate? <br />Who does it want to communicate to? <br />What are the expected outcomes? <br />What are the most effective ways to achieve the desired outcomes?- <br /> <br />"Branding" efforts are broad-based by nature and require a sustained effort over time. Anoka <br />recently announced a "branding" campaign (see attached article) for the City. On the other hand, <br />issue-management communication can be focused and more short-term. For example, crafting a <br />response to the Ramsey Town Center development issues and trying to bolster its image atnong <br />developers and local residents. <br /> <br />The first issue for discussion is whether the City wants to hire a communications consultant and <br />the second issue is whether it wants a broad-based or more narrowly focused effort. In regard to <br />the marketing of the Town Center area, both the Jim Deal and the Soloman groups have <br />expressed interest participating in a marketinglbranding campaign for the Town Center area. <br /> <br />1) Does the City want to hire a communications consultant? <br />2) Does the City want a broad-based or more narrowly focused effort? <br />3) Should the City form a partnership with private interests in order to further this effort? <br /> <br />Action Statement: <br /> <br />Staff would like Council to discuss the three questions listed above and action would be based upon <br />that discussion. <br /> <br /> <br />::=-~AQ <br /> <br />CCWS: 11/27/2007 <br />