HomeMy WebLinkAboutItem 06.cMinutes
Lakeville City Council Work Session
January 3, 2012
In attendance: Mayor Mark Bellows
Council Member Laurie Rieb
Council Member Kerrin Swecker
Council Member Matt Little
Council Member Colleen LaBeau
Staff: Steve Mielke, City Administr
Dave Olson, Community an
Adam Kienberger, Economl
Sue Palm, Communications
Judi Hawkins, Deputy City C
The meeting was called to order at 6:00 p.m.
ITEM #1 - Presentation regarding
Strategy.
Dave Olson introduced Tripp Mul
retained by the City of Lakeville i
Business Marketing Strategy. Mr,
highlighting the marketing stgate(
implementation Goals were est
EDC members, Chamber of.Con
the Steerincl.Committee who we
IN
The marketing st
existing business
communities wh
relevant brand ii
stakeholders to <
or Judy Tscl
Hurter. Ecoi
Steering C
is
nt
t Director
Marketing
ow from Arneffe Muldrow, a consulting firm
July 2011 to prepare an Economic Development
uldrow provided on overview of the report,
s goals, process and recommendations for
)Iished by a Steering Committee which consisted of
ierce!business leaders, and City staff. Members of
in attendance at the work session included DLBA
', EDG member Bob Brantley, and CVB Director of
Development Commissioner Sheila Longie was also
ude recruiting new businesses, growing and retaining
means for Lakeville to stand out from other
esses might be considering, conveying a positive and
the City, and identifying local community partners and
implementation of the goals.
Interviews and small group roundtables were held with businesses and community
members. The proposed strategy was also presented to a local high school and
feedback was solicited from the students. Many positive comments were received
from the students, who expressed their pride in being part of this community. In
addition, input for the project was received through a joint meeting with the Planning
Commission and EDC.
City Council Work Session Minutes
January 3, 2012
Page -2-
Compilation of the feedback and input from the various groups resulted in several
core ideas, phrases and words, and the creation of a tagline which they believed
exemplifies the City and its assets. The tagline incorporates location, quality of life,
progressiveness, and the fact that Lakeville is a full service community with industry
and retail, not just a home for commuters. The proximity of Lakeville to the interstate,
as well as its access to a railroad and airport, generated the word "positioned ". The
City's growth is being embraced by residents who generally believe that growth
enhances the quality of life. This generated the word "thriving." As a result, the
tagline being recommended is, "Positioned to thrive." The consultant and the
Steering Committee believe this brand statement focuses on the core assets of the
community and accurately illustrates the heart of the
The recommended implementation strategy will invol
out with a style guide and templates; online /digital rn
handouts; environmental graphics, additional gatew(
entrances and directional way- finding signs internally
stated that some cities get the word out by holding a
their program's implementation. Upon complk
copyrights of photos and templates to the Cit)
Mr. Muldrow discussed the potential for trackir
website, with the use of Google Analytics. Soc
methods to get the information out to the app
Business Bullets and the Out and About segme
the City of Lakeville website are very useful.
dia, getting the word
eral, posters, banners,
at the city's .
Mr. Muldrow also
to formally launch
trowwill release all
of the program on the
i online ads could also be
ns. He believes the
currently being used on
Mayor Bellows stated that he likes the honesty and integrity of the concept and the
brand statement. Hewould like to see greater diversity depicted in the photos. He
also believes that the photos show a peaceful although "sleepy" community and
people could be portrayed as more active and engaged. Council Member Swecker
agreed with these suggestions.
.r .
Council Member Little asked what other tagline words had been considered, and
what is the difference between "grow" and "thrive ". Mr. Muldrow stated that other
words that were considered included "aspiration ", "cultivate ", and "fulfill ". He
believes that the word "thrive" implies health in addition to growth.
Council Member kieb`liked the idea of connecting some existing ideas with some new
ideas. She asked Judy Tschumper how the Steering Committee felt about the plan.
Ms. Tschumper conveyed the committee's excitement about the program.
Council Members asked about the font that was used for the logo. Dave Olson stated
that the consultant was asked to not suggest any changes in the logo, since the
current graphic is being used on City vehicles and equipment, business cards, bridges,
and many other items that would be difficult to modify. Sue Palm pointed out that the
current logo is one graphic and not an individual font.
City Council Work Session Minutes'
January 3, 2012
Page -3-
The next steps will be a final refinement of designs and additional collateral ideas. A
final report should be ready for Council to consider by the middle of February.
ITEM #2 - Adjourn.
The meeting adjourned at 6:48 p.m.
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