HomeMy WebLinkAbout01-03-12 WSMinutes
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 Administrator
Dave Olson, Community and Economic Development Director
Adam Kienberger, Economic Development Specialist
Sue Palm, Communications Manager
Judi Hawkins, Deputy City Clerk
The meeting was called to order at 6:00 p.m. by Mayor Bellows.
ITEM #1 - Presentation regarding Economic Development's Business Marketing
Strategy.
Dave Olson introduced Tripp Muldrow from Arnette- Muldrow, a consulting firm
retained by the City of Lakeville in July 2011 to prepare an Economic Development
Business Marketing Strategy. Mr. Muldrow provided an overview of the report,
highlighting the marketing strategy's goals, process and recommendations for
implementation. Goals were established by a Steering Committee which consisted of
EDC members, Chamber of Commerce business leaders, and City staff. Members of
the Steering Committee who were in attendance at the work session included DLBA
Executive Director Judy Tschumper, EDC member Bob Brantley, and CVB Director of
Tourism Jeanne Hutter. Economic Development Commissioner Sheila Longie was also
a member of the Steering Committee.
The marketing strategy goals include recruiting new businesses, growing and retaining
existing businesses, providing the means for Lakeville to stand out from other
communities which businesses might be considering, conveying a positive and
relevant brand image of the City, and identifying local community partners and
stakeholders to assist with 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 community.
The recommended implementation strategy will involve print media, getting the word
out with a style guide and templates; online /digital media; collateral, posters, banners,
handouts; environmental graphics, additional gateway signage at the city's
entrances and directional way- finding signs internally in the City. Mr. Muldrow also
stated that some cities get the word out by holding a reception to formally launch
their program's implementation. Upon completion, Arnette- Muldrow will release all
copyrights of photos and templates to the City.
Mr. Muldrow discussed the potential for tracking the success of the program on the
website, with the use of Google Analytics. Social media and online ads could also be
methods to get the information out to the appropriate persons. He believes the
Business Bullets and the Out and About segments which are currently being used on
the City of Lakeville website are very useful.
Mayor Bellows stated that he likes the honesty and integrity of the concept and the
brand statement. He would 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.
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 Rieb 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.
Respectfully submitted,
Judi (H wkins
Dep y Clerk
4f vo,
Mark Bellows
Mayor