Minutes - Council Work Session - 02/08/2010 - Strategic Planning

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Councilmember Elvig suggested adding language about exercise — jogging, rollerblading, etc. Mayor Ramsey suggested highlighting the outdoor entertainment — the theater — gathering places. Councilmember Dehen stated he is not opposed to bringing in something that promotes physical fitness — a healthy environment. He felt that the statements made were generic and stated he is trying to remember the purpose in doing this. Ms. Berg stated that the purpose is to see a road map for marketing strategy. It's hard to find a totally distinct brand unless you did something outrageously unique and you would not want to do that. It's how we bring this to life. Ms. Berg continued that she was in Maple Grove and asked seven to eight people to describe their shopping area in one word. A sampling is opportunities, busy, new restaurants, shopping, city in a city ... She wondered where the soul is — where's the community. There was nothing about community, outdoors... It was all about shopping, restaurants and the busyness. She thought what an opportunity lost. You need to have the soul of the area come through. Councilmember Look stated he thought the pendulum struck to the other direction — it's a little bland. Fifty percent of our community is rural. Have the rural and urban connection — we portray urban and rural connection as reasons you come here. Arrive by rail — talk about the rivers ... have the two connect. Mayor Ramsey stated it was missing the entertainment part but we added that. Mr. Lazan talked about his branding experience for his firm and that they went through similar exercises. Ms. Berg went through the scope of the work and touched on each item. Councilmember Dehen asked why we didn't get this when we had this process set out. It was "x" amount of money and he did not know this was down the road He stated it would have been nice to know that this was coming. Is this it? Could there be another proposal set forward to see? There needs to be some marketing but he felt irritated that he did not get the full picture. Ms. Berg stated she was asked to present a proposal for brand strategy. There is no successful brand that's successful if it's stopped. She added that her company has month -to -month clients — marketing is an ongoing process. Mr Lazan stated that the piece Ms. Berg is presenting gives us tremendous efficiency - more pros of marketing. Councilmember Look stated with regard to the copy and design that this is just artwork that's printed out to which Ms. Berg replied yes. She talked about outside print production and how there is no way of really knowing what the costs will be. Councilmember Look asked who owns City Council/Staff Strategic Planning Session / February 8, 2010 Page 2 of 7