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HomeMy WebLinkAboutItem 07Proposed Action Staff recommends adoption of the following motion: Move to accept the Business Marketing Strategy Report prepared by Arnett Muldrow & Associates LTD dated March, 2012. Passage of this motion will result in the implementation of the business marketing strategies contained within the report. Overview Item No. PPRESENTATION OF BUSINESS MARKETING STRATEGY REPORT March 19, 2012 City Council Meeting The City Council approved a contract with Arnett Muldrow & Associates in July of 2011 after the City received four proposals in response to an RFP for the completion of a business marketing strategy as outlined in the City's 2011 -2013 Strategic Plan for Economic Development. The project goals and outcomes are listed on page 2 of the attached report and will be included in my presentation at the meeting. The preparation of the strategy was done with the oversight of a Steering Committee comprised of EDC representatives, representatives of both the Chamber of Commerce / CVB and Downtown Business Association and City staff. In addition Arnett Muldrow conducted over three dozen interviews and small group roundtables and received input from the Planning Commission and full EDC. The Marketing Strategy Report includes the new recommended tagline of "Positioned to Thrive." This new tagline incorporates the core attributes for Lakeville which include: Location, Quality of Life, Progressive, and Full Service. The implementation components of the strategy include: redesign of the Economic Development website, use of Google Analytics to monitor and measure website traffic, targeted online and local print advertising, and further exploring social media options. The official launch of this Marketing Strategy is scheduled for the March 21 State of the City Address. Primary Issues to Consider • Why is the City undertaking this initiative? It is one of the primary goals of the City's approved 2011 -13 Strategic Plan for Economic Development. Supporting Information • Copy of Final Business Marketing Strategy Report 1:5-avid L. Olson Community and Economic Development Director Financial Impact: $ 30,000 Budgeted: Y/N Y Source: Communication Fund Related Documents (CIP, ERP, etc.): Lakeville, Minnesota BUSINESS MARKETING STRATEGY REPORT MARCH 2012 4- PARKING S 207TH ST W arnett muldrow PLAN. PRESERVE. PROMOTE. Community Overview Lakeville's history revolves around Lake Marion, Antler's Park, the railroad, and its connections to the greater Minneapolis - St. Paul metropolitan area. The community is located less than 30 miles from the downtowns of both cities. The City has been one of the fastest growing communities in the state for many years and the 2010 US Census population marked the city approaching 56,000 representing growth of nearly 30% since 2000. The City of Lakeville has established a reputation as a place with a high quality of life, easy access to jobs, and excellent schools. More than simply a "bedroom community" though, Lakeville has actively worked to recruit industry and business to the City and benefits from a strategic location along with interstate, rail, and air access (both through Airlake Airport and MSP International Airport only 15 miles from the City). The City of Lakeville has recognized that economic development is a core function and goal of the community and has a talented staff that works on business recruitment, retention, and quality of life issues. The City envisioned the Business Marketing Strategy as yet another tool that would clearly articulate what the community was about to investors, existing business, residents, and visitors. The Planning Process The City of Lakeville engaged Arnett Muldrow & Associates, Ltd. of Greenville, South Carolina to develop the Business Marketing Strategy. One key objective was for the city to have the services of a firm with an "outside" view of the City and the region. More specifically, the goals for the marketing plan were to do the following: • Recruit new businesses by targeting and engaging corporate site selectors /decision makers. • Grow and retain existing business. • Differentiate Lakeville from other suburban communities /target markets by promoting distinctive attributes that demonstrate value. • Convey a positive and relevant brand image of Lakeville both inside and outside of the community. • Identify local community partners and stakeholders that can share and promote a unified message. The Arnett Muldrow team worked closely with a steering committee appointed by the City of Lakeville throughout the course of the marketing plan's development. Important tasks and steps completed along the way included: • Multiple meetings of the steering committee to discuss issues and develop consensus around a marketing approach. • Over three dozen interviews and small group roundtables with community stakeholders. • A detailed community reconnaissance, regional tour, and photo shoot. • Presentation and feedback from local high school students. • Input from a joint meeting of the Lakeville Planning Commission and Economic Development Commission. • A City Council workshop, and • Ongoing staff coordination through the implementation phase of the effort. Lakeville, Minnesota I BUSINESS MARKETING STRATEGY REPORT 2 3 Acknowledgements lg years The Lakeville Business Marketing Strategy is the product of Lakeville residents, business people, elected officials and other stakeholders who participated in the process. The strategies and tools advanced in this plan are rooted in the information and ideas and shared by those who participated. The Arnett Muldrow & Associates team appreciates the community's enthusiastic participation in efforts undertaken to create this plan and is especially grateful to the City of Lakeville's staff and the Business Marketing Strategy Steering Com- mittee for their help and outstanding commitment to this exciting venture. City of Lakeville Business Marketing Strategy Steering Committee Bob Brantly, Economic Development Commissioner Sheila Longie, Economic Development Member Jeanne Marie Hutter, Visit Lakeville /Lakeville Area Chamber of Commerce Judy Tschumper, Executive Director, Downtown Lakeville Business Association David Olson, Community & Economic Development Director, City of Lakeville Sue Palm, Communications Manager, City of Lakeville Adam Kienberger, Economic Development Specialist, City of Lakeville Community Input High levels of stakeholder involvement and participation are the hallmark behind the process behind the development of any successful marketing. During the initial visit to Lakeville, well over fifty community stakeholders participated and provided input via individual and small group interviews and thematic roundtable discussions. The following is a condensed, topical synopsis of community and stakeholder input collected during the first trip to Lakev- ille. The information and ideas shared by participants provide a strong framework for the Business Marketing Strategy. The opinions reflected in the statements below are a synopsis of what we heard during the interviews and do not represent the views of the Consultant or the City of Lakeville. Lakeville is Viewed as: • A well- balanced community that provides a wide array of housing choices, an industrial /business base, and community services. • A part of the greater Minneapolis /St. Paul metro area. • A transition location between rural Minnesota and the urban metropolitan area. • A place that is progressive with room to grow. • Having a lot of dimension, it is NOT just a bedroom community. • Having a level of sophistication • Having many communities: downtown, uptown, Industrial Park, etc. Lakeville is a "Collection of Villages." • A family community. • A quality community that wants quality growth. BUSINESS MARKETING STRATEGY REPORT I Lakeville, Minnesota years Competitive /Marketing Advantages include: • Location prior to the Interstate 35 E and W split. • Multi -modal location with interstate, US Highway, railroad, and air access. • Excellent quality of life. • From a visitor standpoint, Lakeville offers the comfort of a "small town" with easy access to big city amenities. • Excellent full service hotel complemented by quality limited service hotels. • Better freight rates because of location. • Nationally recognized schools. • Lakeville is 38 square miles with room to grow... lots of potential. • Excellent demographics are attractive for corporate growth. • Growing cluster of food related businesses (Malt -O -Meal, Con -Agra, etc) Assets include: • A unique and authentic downtown that is neither a "precious" district nor a developer copy of a downtown. • Parks and lakes — Lake Marion in particular. • Interesting history as recreation area and railroad town. • Four interchanges on the interstate and the City has been willing to pay for improvements to those interchanges. • Schools. • Qualify of life is easy, safe, and not as hectic. • Does not have the ugly commercial strip like some towns. • Good dining options currently but need more. • Pan -O -Prog is a unique community event. • Lakeville has a strong retention rate of its students... 60% of students want to come back to Lakeville. • Airlake Airport is an excellent asset that could continue to thrive and grow. • The City is proactive and responsive to businesses and citizens. • The people of Lakeville want and support economic development. • Commuter bus service. • There is a pride of place in Lakeville. • Many events sponsored by DLBA in the downtown including a new farmers market. • Inspections department of the City has been singled out for its cooperativeness. Challenges /Opportunities Include: • Perception of being "far away" from the metropolitan area particularly by those who live north of the Cities. • Some in Lakeville do not know that downtown even exists. Others do not realize that Lakeville is a business /industrial location. • Lack of identifiers at southern entryway to the City and at other key gateways. • Difficult to navigate through the city to major attractions /parks /amenities. • As with many communities, Lakeville has seen diminished business because of the recession though it has fared better than other communities. • Lakeville's proximity to other major retail centers has created a market where retail /restaurant uses in the city are disproportionately not as significant when compared to the resident population. • "Crossing the River" is still viewed by some as "leaving the Twin Cities metro." • The "Bermuda Triangle" where residents of Lakeville have a Rosemount or Farmington zip code. • There are concerns among some about the tax situation in Lakeville being too high. • There are remnants of "Old Lakeville" versus "New Lakeville." • Communications network is a challenge: businesses are asking for fiber. • Some feel that the City development process is too proscriptive and not as flexible as it should be. • Many who work in the industrial parks do not live in Lakeville, they come in from the rural areas. Lakeville, Minnesota I BUSINESS MARKETING STRATEGY REPORT 4 5 • Conversely, many who work in the business park reverse commute from the Twin Cities because they are young and want to live in a "cooler" setting. • There is an opportunity to better promote entrepreneurship in Lakeville. Marketing Efforts Should: • Try to tie together the color palette, typeface, and design of the Chamber /Tourism with that of the City and Economic Development. • Target business owners who live here and commute to locate here. • Continue to send the message that Lakeville is "everything you want in a trip to the cities with none of the hassle you don't want" • Figure out how to dispense with the "gateway" usage as it implies passing through to get to where one really wants to go. • Downtown should be a key marketing point in the effort. • Talk about Lakeville as being the best of everything, close to farms, the Twin Cities etc. • Seek to balance "small town atmosphere" with full service and progressive city. • Explain that the city is an advocate for growth and development and say "why we want you in Lakeville and here's how we can help." • Should definitely be a message both to outsiders about Lakeville but also to residents about what their own community is about. • Consider using the word "community" as it imparts a sense of belonging. • Look at cross promoting how the businesses in Lakeville work with one another. • Consider marketing downtown as "The Village" BUSINESS MARKETING STRATEGY REPORT I Lakeville, Minnesota Tagline Creation Core Themes Several themes began to emerge as the discussions with stakeholders and the steering committee progressed. These themes centered on the following four ideas and words that conveyed these ideas: • Location: The location of Lakeville and proximity to the Twin Cities is largely responsible for its industrial success. Location advantages will continue to be an asset for Lakeville well into the future, and should be marketed appropriately. Related words include: position, locale, bearing, heading, level, access. • Quality of Life: The current quality of life in Lakeville is very high. The community is welcoming and friendly. Businesses and residents enjoy being in Lakeville and it is a sought after location. Even more importantly, Lakeville is a place where people feel comfortable and safe. Related words include: family, cultivate, grow, nurture, help, brotherhood, incubate, fulfill, thrive, foster, furthering dreams, community. • Progressive: Lakeville is looking to the future, and is realizing its own potential for development. Lakeville is not content to simply react to change; it is actively pursuing economic development and investment. The City is a place that fosters ideas and makes them happen. Related words include: progress, idea, dream, aspirations, goals, develop, moving ahead, forward thinking, beyond expectations, eager, hope. • Full Service: Many suburban communities can easily be categorized as "bedroom communities" with very little business investment in their own right and whose success rides solely on their symbiotic relationship to their adjacent City. Lakeville is not one of these communities. It is also not a `one industry' town. The community offers a vibrant business community, quality residential development of all types, superior recreational amenities, excellent schools, the arts, history, a traditional downtown, modern shopping, and a full service City Government. Related words include: downtown, whole, comprehensive, all- embracing, complete, independent. Brand Statement and Tagline The brand statement takes the four concepts above from mere descriptions and turns them into a strategic statement about Lakeville' identity. The Lakeville brand statement is designed to be a brief explanation of the tagline and provides a "kick off" to the brand identity. It can be imagined as both a script for and a definition of the tagline. The Lakeville tagline is as follows: We are Lakeville, Minnesota... Positioned to Thrive. The Lakeville Brand Statement can be found in the community branding guide. Testing the Tagline years The "Positioned to Thrive" tagline was then tested to ensure it was not being used elsewhere or was trademarked. The Trademark Electronic Search System (TESS) of the United States Patent and Trademark Office provides easily searchable databases to ensure the mark is not currently owned by another entity. The search with Positioned to Thrive yielded no re- cords in the TESS system. The words Positioned and Thrive individually are used by organizations and private companies but not in combination with one another. Trademarks provide a legal protection for the use of a tagline but checking to see if the tagline was in popular use in the absence of a trademark was also important. Google searches of "Positioned to Thrive" yielded only one article where the phrase was used in reference to community economic development and the phrase was clearly not used as an ongoing tagline but rather a heading of a paragraph. Lakeville, Minnesota BUSINESS MARKETING STRATEGY REPORT 6 7 Implementation Strategy Print Media Recommendation: ImplementTagline,Typefaces, Graphic System, and Messaging. This marketing strategy includes the tagline, established typefaces, graphic style guides, and messaging opportunities. This package should be "adopted" by the City of Lakeville's Economic Development Commission and supported by the Lakeville City Council in their combined efforts to market the community In implementing the marketing strategy, the City of Lakeville should begin a roll out of the identity immediately as speci- fied below. The City should also engage with its partner organizations such as the Lakeville Area Chamber of Commerce, the Lakeville Convention and Visitors Bureau, the Downtown Lakeville Business Association, and Independent School District 194 to consider joint marketing efforts that use the system and to consider elements of the marketing package that might "cross over" into the marketing done by each of the partners. Every community approaches this differently. In Lakeville's case, the prudent approach would be to share elements of the system while preserving each partner's distinct identity and messaging. This can be done with common colors, or typefaces that "cross over" from one group to the next. Recommendation: Distribute the Style Guide and Resource Media The style guide and resource media can be used as both an internal resource and as an easy way to have "ready to deliver" resources to vendors and media sources. The City of Lakeville should develop a policy for providing the resources to me- dia outlets and partner organizations including a protocol for their use. The style guide that is part of this report provides the usage rules that will govern how the tagline, logo, color system, and promotional efforts are to be used. Recommendation: Develop Business Cards /Letterhead as Pacesetter The City of Lakeville Community and Economic Development Department should be the initial personnel to receive and use the new tagline and style on its business cards and letterhead (samples of which are included in the Collateral Cata- logue in this report). The City of Lakeville can then roll out the system throughout the organization as existing materials are exhausted. Recommendation: Redesign Pocket Folders The existing pocket folders for Lakeville are attractive and should continue to be used until the supply is exhausted. The Collateral Catalogue of this report includes a new design for pocket folders that uses the marketing system. Recommendation: Initiate Ad Placement The City should launch the brand with local print ad placement in Sun ThisWeek and the Dakota County Tribune. The brand should also be launched in regional print as well including the MSP Business Journal, Twin Cities Business, and Minnesota Business. Print ads should coincide with the brand launch. The marketing budget for these print ads should be approximately $12,000, which should provide for one run of '/4 to lh page ads in each of the publications. An ad should also be placed in the next Official Lakeville Area Guide produced by the Lakeville Area Chamber of Commerce. The City should budget $12,000 annually for continued ad placement. BUSINESS MARKETING STRATEGY REPORT 1 Lakeville. Minnesota Digital Media Recommendation: Track Analytics on the Site le years Recommendation: Redesign Economic Development Department Webpage The City of Lakeville communicates a great deal of information on its website including governmental information, links to city departments, online bill pay, and a host of other information. Lakeville Community and Economic Development is a single click link from the main website and the Community and Economic Development site itself contains a great deal of information. The City of Lakeville should use the already owned Lakevillebusiness.com URL as a direct link to businesses and individuals who may have an interest in investing in Lakeville. Many economic development sites for other communities focus on hard data about the communities, including tax data, educational data and other numbers. We know, however, that site selectors have their own sources for this data, and they consult those sources long before a community like Lakeville makes it to a list. It's important, then, that the economic development site be more focused on the attributes Lakeville provides for the growth of businesses and for the people who run those businesses alongside a quick link "for site selectors" and "community profile" that provide data. We recommend that the City continue using www.lakevillebusiness.com as the main web address for economic develom- pent and business recruitment functions. However, we also recommend that the City of Lakeville purchase www.posi- tionedtothrive.com and keep this URL for potential future targeted campaigns using the marketing tagline for the City. Both www.lakevillebusiness.com and www.positionedtothrive.com should also include redirection from .net, .org, .gov, and .mo sites. Because the URL Lakevillebusiness.com has not been overly promoted, the URL should provide a relatively easy gauge to track growth and success of various marketing efforts. The city's web manager should implement Google Analytics (or a comparable analytics program) to track information. Ideally, the Economic Development staff should have access to the an- alytics for Lakevillebusiness.com and make regular reports to staff and the Economic Development Commission about the sites hits, keywords, links, and other pertinent information. Analytics allows you to add multiple users to view individual reports - -if that ability is kept on one or two people, the knowledge will not get out to everyone who needs it. A complete explanation of measurement and tracking is explained below. Because promoting www.lakevillebusiness.com will be a more aggressive strategy, it should be relatively easy to track growth and success of various marketing efforts. Have your developer implement Google Analytics across the site so you know how much traffic you're getting and from where that traffic is originating. And make sure to circulate that Analytics data freely around the organization so stakeholders will have immediate feedback on how this effort is going. The follow- ing paragraphs provide some standard "helpful hints" for using analytics. The descriptions are based on Google Analytics but are generally applicable to all sites. Monitoring site traffic is going to be one of the most important steps of this market- ing strategy. Measuring the success of a marketing effort, especially one focused on economic development has never been an easy task. Fortunately, analytics on the web brings a whole new level of interpretation about the success of a marketing campaign because it will be the "clearinghouse" for all of the marketing material whether it is print materials, QR cards, banners, and any other material promoting Lakeville. Using web analytics it is important to remember that different web statistics tell very different stories about how a web site is working. Depending on what the goals are for the site, you might focus on specific metrics over other metrics. Following are some guidelines to match performance goals with metrics inside of Google Analytics (terminology might be slightly different for other metrics platforms). Lakeville, Minnesota I BUSINESS MARKETING STRATEGY REPORT 8 9 NEW USERS are the most important metric to measure the growth of a web site. A site must be found before it can be consumed. Many paths can lead to a web site -- external traditional marketing such as print ads or flyers might have a URL printed in the contact information, a radio ad might repeat the web site's address or banner ads and search ads across the web might point to your site. Additionally, "natural search," or the ability of a search engine like Bing or Google to surface a web site as the result of a query, also drives traffic to your site. Overall effectiveness of driving new users to your site is reflected in the ABSOLUTE UNIQUE VISITORS number. Absolute unique visitors are individual computers logged onto the site over a given period of time. An increase in this number means more people have chosen to visit your site. It is very difficult to drive growth in unique users simply by improving the quality of your site through content changes. That is because new users must be found from outside sources, and the only internal way to drive that growth is word of mouth. In other words, your outside marketing is going to be the primary driver of new absolute unique users. You can, however, track which of your outside marketing efforts are effective using three different metrics. DIRECT TRAF- FIC means that users are typing your URL directly into their browser or have you bookmarked. Increase in direct traffic means you've done a good job of branding your site — consumers know your URL or have read it somewhere and have typed it into their computer. REFERRING SITES gives you a record of other sites that are linking to you. An increase in this number means your site has been identified by outside sites as a good source of information. You can see which sites are pointing to you. This will be particularly important for www.lakevillebusiness.com because it will be linked to both the City of Lakeville Site and ideally partner organizations such as the Lakeville Area Chamber of Commerce. SEARCH ENGINES is a special kind of report that shows when people have come to you because of a natural search result on a search engine. While each search engine has its own algorithm for determining how a site rises to the top of a natural search page, it's valuable to know if search engines are increasingly showing your page as a strong match for a topic. The KEYWORDS report will actually show you which terms people searched for when they found your site. Once you've gotten people on your site, you can track USER ENGAGEMENT in your content. Good numbers for user engagement mean that people are visiting your site and consuming a lot of your information. Bad numbers mean that you could be doing the best outside marketing in the world, but people aren't compelled to stick around once they get to your site. For many years, PAGEVIEWS were the coin of the realm when it came to measuring overall site traffic, and pageviews are still a pretty good guide to how well users are engaging with your content. A pageview is a single view by a single computer of a single page on your site (as opposed to the old "HIT" metric, which measured every file, image, etc. associated with each page). Pageviews are best used, however, in conjunction with other data to give a more comprehensive view of how people are using your site. Google Analytics has a PAGES PER VISIT metric that averages how many pages a single visitor consumes. If this number goes up, it could mean you've increased the quantity and quality of your content. Be careful, though —pages per visit will change directly after a site redesign as users suss out the new arrangement of the site. You need to give the numbers time to settle after such a change. AVERAGE TIME ON SITE is another great way to tell how people are using your site. Some popular news sites have num- BUSINESS MARKETING STRATEGY REPORT I Lakeville, Minnesota bers from 4 to 10 minutes in this metric. Social media sites tend to have much higher time on site numbers, while advertis- ing or business sites tend to be a bit lower. TOP CONTENT will actually show you which parts of your site visitors are viewing. It breaks the views down by page name. Your home page is typically the most - visited page, so go past that to the pages below to see what other parts of the site are being viewed. You can experiment with site design and navigation to see if you can move certain page up on the top content list. You can learn a lot about your users through OTHER STATISTICS such as the "Visitors" tab on Google Analytics. The "Mobile" section tells you how many of your users are accessing your site through a mobile browser such as the one on an iPhone, Android phone or iPad. We are seeing quite an increase in mobile numbers across all web sites as these browser - equipped phones are becoming more available and less expensive, and we'll likely see more big bumps as these technolo- gies continue to become more popular. Increases in this usage may point to some specific targeted marketing toward these users in the future. The MAP OVERLAY allows you to drill down into the users on your site to see from which parts of the country and the world they are visiting. You can go down to town level, but be aware that sometimes the location of a cable company's or phone company's equipment will skew that city -level data. This may be particularly important for Lakeville if you are recruiting a particular prospect where you know their other offices are located. Increased traffic means they are spending more time studying your information. You'll notice that there are sections for analytics goals, custom variables and event tracking. All of these variables can be set to more closely track specific actions on your web site unique to you. An event tracker could be configured, for instance, to fire every time a video was played on your site or a certain button was clicked. These variables require some special coding on your pages that doesn't come "out of the box" with Google Analytics. This might be particularly helpful when Lakeville is working a show or a particular targeted industry. If you're looking for a metric that will give you a quick, at -a- glance view of SITE HEALTH, you may want to focus on the "Visits" report. This tells you how many times during the day your site is visited. Some of these visits may be from return visitors. An increase in visit numbers can mean increased new users or repeat traffic from your users. Either one of those is a good thing, but you'll have to dig more deeply to see what it means for you. An upward line on your "Visits Graph", though, means you're doing something correctly. We recommend that the City of Lakeville Community and Economic Development Staff issue regular reports on web traffic so the effectiveness of the overall marketing campaign can be monitored. Recommendation: Use the Website as a Base for Launching Social Media Some communities have been reluctant to use social media at all and others have not seen the benefit of social media for Economic Development Purposes. Yet, others have used Facebook, Twitter, and emerging media to showcase key events, quality of life figures, statistics, and other information. Much of this media can be tightly controlled and should be ex- plored for its benefits. Linking social media back to the main URL (lakevillebusiness.com) will help determine whether the time and effort dedicated to using social media is yielding the desired results. Facebook has also launched its own analytics tool so organizations can better track visitation. Envision the new website as a landing pad that contains key information about Lakeville for business decision makers. So- cial media tools like Facebook and Twitter are sign posts to help lead people to that landing pad. These tools can represent a bit of a balancing act. It's easy to post too much information and drive viewers away. It's wise to steal a trick from newspa- pers and create a content "budget" that dictates what type of content you'll post and when you'll post it. Given the proposed Lakeville, Minnesota I BUSINESS MARKETING STRATEGY REPORT 10 11 content on the main site, we propose the following content schedule for posting on a City economic development Facebook fan page: • Monday: Post a new profile of a local retail or service - oriented business • Wednesday: Post a profile of a community event that's already happened, such as a theater show, a block party or a high school sports game • Thursday: Post a profile of a Lakeville restaurant or night spot This schedule is fairly manageable, and it doesn't overload online viewers with status updates. You could also use this schedule to handle updating times for the main site. Remember that search engines like Google are much more likely to give higher rankings to sites that are updated on a regular basis, rather than those that post once and then go dormant for long periods of time. Twitter should be used to point out when new updates are available on the main site. Twitter feeds can also be used to an- nounce big news in the community such as new business announcements or reaching key economic development mile- stones. Just remember that your readers are likely not intimately involved with the workings of the Lakeville government, so beware of too much "insider speak" on Twitter. Recommendation: Provide Relevant Data to Site Selectors The International Economic Development Council has created a "data standards spreadsheet" containing detailed informa- tion about what data elements site selectors are looking for. The spreadsheet is accompanied by a "Getting Started" white paper and a website www.developmentalliance.com to help compile and present the data. Lakeville should begin using this guide and populating the data. The "Getting Started" paper indicates that many communities will not have all of the data readily available and that a long term phased approach is better than simply not completing the information. Recommendation: Consider Selective Online Ad Placement Online advertising should be an additional focus of the City of Lakeville. Fortunately, the cost for online ads is relatively affordable when compared with print media. All of the media outlined in the print recommendations above offer afford- able online ad alternatives. Lakeville should carefully consider which of these will work the best and experiment with each. In addition, the community should explore web ads on sites like www.developmentalliance.com, using Google Ad Words and online ads with affinity organizations. The budget for online ads should be $5,000 for the first year and should increase in future years as the online world continues to mature. Recommendation: Continue Business Bullets & "Out and About" Business Bullets and "Out and About" are excellent tools that the City is already using to promote economic development. They are impressive and should be a key component of the ongoing marketing effort. BUSINESS MARKETING STRATEGY REPORT I Lakeville, Minnesota Collateral Recommendation: Develop Poster Style Versions of the Ads Poster versions of the ads mounted on foam core board can be a great tool to use at community events. Many communities have found this to be nice way to get the marketing exposed at an affordable cost. Lakeville should allocate $1500 for the production of these posters. Recommendation: Create Pull Out Banners for Exhibits There are many opportunities where Lakeville can exhibit, speak, and host visitors where pull out banners can be used to provide a strong graphic presentation of the overall quality of life in the community and the friendly business climate. The Collateral Catalogue of this report includes designs for these banners. Lakeville should allocate $1000 for these banners. Recommendation: Hand Outs and Collateral Lakeville, Minnesota 1€) years Additional collateral material such as shopping bags, flash drives, and more traditional items such as pens and even ap- parel could be considered sharing the "Positioned to Thrive" tagline. Lakeville should allocate $3000 in the initial year and $1500 each year thereafter to use for such material. Environmental Graphics Recommendation: Implement Gateways at All Key Entrances to the City of Lakeville Lakeville has done an excellent job of implementing gateways in the City. This effort should continue at all key entrances. Recommendation: Develop a Way Finding Plan and Implement Over Time. Lakeville has four exits along Interstate 35 and several other key entryways to the community. A wayfinding system should be implemented that provides directions to the multiple destinations in the community. Some of the destinations should be the commercial and business districts in Lakeville including downtown, the airport, parks and recreation facilities, high schools, and civic buildings. Strict rules govern wayfinding programs in state rights -of -way but these signs have proven successful at reducing sign clutter, increasing community pride, connecting visitors with amenities, and easing confusion. The community will likely need to implement this in a phased approach over time. The steps in the process would involve a wayfinding master plan, a phasing strategy, permitting, and installation. J S ME.FKFT! TRAT G ROK 12 13 Launching the Identity ie years. Recommendation: Host a Business Marketing Strategy Launch Reception /Party The City of Lakeville should host a brand launch event that showcases the new Business Marketing Strategy for the community. The event could feature local food, profile local entrepreneurs, introduce the brand through a running loop presentation, exhibit the banners, showcase the ad posters, and of course provide "take aways" for attendees. For Lakeville, this might occur in conjunction with partner organizations to increase attendance. Recommendation: Brand Launch Statewide and Regionally. Lakeville should consider launching its brand identity on the state and regional level with exhibits at meetings such as the Economic Development Association of Minnesota's Summer Conference, and at affiliated events and activities. This launch effort might extend to regional conferences such as the Midwest Area Economic Development Conference (MAEDC). Recommendation: Consider Affinity Ad Placement The Economic Development Association of Minnesota, National Association of Industrial and Office Parks, International Council of Shopping Centers, and targeted industry associations provide ways for local communities to advertise and market. Some of these are very affordable while others are quite expensive. Lakeville should explore a variety of initiatives in online and print placement with these organizations by budgeting $3000 for initial placement in the first year and expansion to $4000 as targeted markets and successes are tracked. Recommendation: Solicit Testimonials One of the best ways to get local involvement in a brand initiative is to provide people ways to share their pride of place. This should continue using the "Positioned to Thrive" tagline to include a wide variety of stakeholders from corporate leaders to young entrepreneurs, long time residents to newcomers. BUSINESS MARKETING STRATEGY REPORT I Lakeville, Minnesota Conclusion Lakeville is well positioned to implement this Business Marketing Strategy Report. The following table outlines proposed initial costs to launch the marketing strategy and ongoing costs associated with keeping the strategy as a thriving compo- nent of Lakeville's Community and Economic Development efforts. The first column details initial costs and the second details recurring costs. It is important to note that situations change and that these budget figures should be used only as a guide. Year 1 Recurring Business Cards* $200 Pocket Folders ** $700 Initial Ad Placement $12,000 $12,000 Redesign Webpage $3,000 Purchase URLs $500 Online Ad Placement $5,000 $7,000 Posters of Ads $1,500 Pull Out Banners $1,000 Collateral Material $3,000 $1,500 Launch Event $1,000 Affinity Ad Placement $3,000 $4,000 $30,900 $24,500 *Community and economic development cards should be reprinted immediately and roll out of new tagline /designs should happen citywide as exist- ing cards are exhausted. * *New pocket folders should be purchased when the current supply is exhausted. Furthermore, some of the budget items such as business cards and webpage work may be incorporated into existing line items in the City's budget. Finally, partner organizations can play a key role in helping to roll out the identity system and marketing strategy. The Business Marketing Strategy provides a platform and a set of tools for Lakeville to tell its dynamic and evolving story to locals, investors, business owners, and business recruits while fostering a unique identity for the com- munity in the region. Lakeville, Minnesota I BUSINESS MARKETING STRATEGY REPORT 14 arnett mulc row PLAN. PRESERVE. PROMOTE. Lakeville, Minnesota COMMUNITY BRANDING GUIDE Lakeville, Minnesota BRAND STATEMENT 17 We are Lakeville, Minnesota. We began as an escape, a place where people could come to Antlers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building industrial sites from fields, an airport for growing commerce, and a corporate office park for both estab- lished and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstanding recreation. We are that place, a complete community whose story is still unfolding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportunity for your business, your family, and your future. We are Lakeville, Minnesota... Positioned to Thrive. BUSINESS MARKETING STRATEGY REPORT I Lakeville, Minnesota Branding Approval years InordertocnsureconsistentuseoftheLakevillebrand, weaskthatyousubmitasampleofeachprojectforap- proval.Pleasespecifyyourdeadlinerequirements.We will reply promptly to your request for approval. Positioned to Thrive. Lakeville, Minnesota Positioned to Thrive Lakeville, Minnesota I BUSINESS MARKETING STRATEGY REPORT 18 19 Logo Size & Spacing .5 inch L ThesizeandspacingoftheLakevillebrandisimportantinensuringthat thelogoisdisplayedisapositiveandconsistentwayand helpstorein- forcethebrand.Thelogoshouldalwayshaveenoughopenspacearoundit tohaveaclearandcleanimpact. The "L "shouldbeusedasthemeasure - ment guide for this open space. In order to preserve legibility, maintain a minimum of.5 "height. Lakeville, Minnesota BUSINESS MARKETING STRATEGY REPORT Lakeville, Minnesota Incorrect Usage Thesearesomeexamplesofimproperways of presenting the Lakeville brand. 0 Change Colors 0 Outline Elements Stretch the Logo 0 Use Photographic Backgrounds Il l Lakeville, Minnesota Positioned to Thrive Lalc@ 00@ PosMoned to Thews v Lakeville, Minnesota Positioned to Thrive e scale Eiep,er, Lakeville, Minnesota Positioned to Thrive Lakeville, Minnesota Positioned to Thrive 0 Rotate Elements Lakeville, Minnesota Positioned to Thrive 0 Move Elements Lakeville Lakeville Lakeville Lakeville Lakeville Lakeville 0 Use as a Wallpaper Lakeville, 20 Minnesota BUSINESS MARS ETIf�JG STRATEGY REPORT Typography To add consistency to the logo, The following fonts have been chosen as the approved typefaces. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 123456789 Minion Pro abcdefghijklmnopqrs tuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 123456789 Gotham Bold Installing Opentype or Truetype Fonts in Windows: We recommend installing only one format - OpenType, TrueType, or PostScript - of a font. Installing two or more formats of the same font may cause problems when you try to use. view, or print the font. Choose Start > Settings > Control Panel. Note: In Windows XP choose Start > Control Panel Double -click the Fonts folder. Choose File > Install New Font. Locate the fonts you want to install. In the drivers list, select the drive and the folder containing the fonts you want to install. In the Folders list, select a folder that contains the fonts you want to install. (Make sure you have unzipped them first.) The fonts in the folder appear under List of Fonts. Select the fonts to install. To select more than one font, hold down the CTRL key and click each font. To copy the fonts to the Fonts folder, make sure the Copy fonts to the Fonts folder check box is selected . Note: If installing fonts from a floppy disk or a CD -ROM, you should make sure this check box is selected. Otherwise, to use the fonts in your applications, you must In addition to the logo, Lakeville also has the option to incorporate a curved graphic into their print and digital media.This curve is reflective of Lake Marion, for which Lakeville is named, and is helpful in directing attention within layouts. The curve is located in the Resources folder of the Branding Package. It can be used in any color within the Lakeville palette, as well as scaled up or down to suit individual project needs. Additional Graphic Elements Lakeville, Minnesota 1 BUSINESS MARKETING STRATEGY REPORT 22 23 Advertising yea I "S There are several fundamental design strategies that will allow for connections to be made while also allowing your business to reinforce its own identity. The use of clean de- sign, similar color palettes, and a consistent logo element can create an independently managed branding campaign. The following pages show some of the design fundamentals that will be important to use when creating your ads. Adver- tising expert David Ogilvy devised an ad layout formula for some of his most successful ads that became known as the Ogilvy. The illustration on this page is the basic design that follows the classic visual, headline, caption, copy, signa- ture format. From this basic ad layout, other variations are derived. Try changing the margins, fonts, leading, size of the initial cap, size of the visual, and placing the copy in columns to customize the basic format of this ad layout. Visual at the top of the page. If you are using a photo, bleed it to the edge of the page or ad space for maximum impact. For photos, place a descriptive caption below. Put your headline next. Follow with your main ad copy. Consider a drop cap as a lead -in to help draw the reader into the copy. Place your contact information (signature) in the lower right corner. That's generally the last place a reader's eye gravi- tates to when reading an ad. How well c$o you know your customers? L . e..d so. ..f • eALA, ,.- t..w n a., 11-- _ _ •••• _., w�._ . ' ►RrtT. f r. tog i.- ••a..t! U. .,.m... .. gm t r opewleirx wrdlidanerlan BUSINESS MARKETING STRATEGY REPORT I Lakeville, Minnesota Ads come in all shapes and sizes but they have a common goal -- to sell a product, a service, a brand. Text, visuals, or a combination of the two are the main elements of any print ad. titles The main headline may be the strongest element of the ad or it may be secondary to a strong visual. Some ads may have sub- heads and other title elements as well. The copy is the main text of the ad. Some ads may take a minimalist ap- proach, a line or two or a single para- graph. Other ads may be quite text - heavy with paragraphs of information, possibly arranged in columns news- paper style. While the words are the most important part of the copy, visual elements such as indentation, pull - quotes, bullet lists, and creative kerning and tracking can help to organize and emphasize the message of the body of the ad. Lakeville, Minnesota Positioned for Life BUSINESS MARKETING STRATEGY REP ORT Lakeville, Minnesota Positioned to Thrive We began as an escape. a place where people could cone to Antlers Park and lake Marton to relax and have tun amidst the farms and dtlds that cultivated food fn our region. We grew as a railroad Rum connecting rural markets to the Twin C'dies. Our downtown grew around this railroad to become an earn place of trade and acorn. - . Were looked to the future with great aspirations: building industrial sites from fields. an aitisorr for growing com- and a rwhnadogy park for cutting edge research and &velum. . We are also a nurturing place for tamnes who want a great place for their kids with excellent educnlm and outstanding We a place. a complete corumomn' whose story is still unfolding. We Int to the More with optimism as our unity coou maintaining nues to grow while theq ali- esthttmake11sounklue. We Invite you tu,ulrr ua n 1hl, place of opportunity for your business, your Mindy. and your future. We are Lakeville. Minnesota.. Positioned to Thrive. Photographs, drawings, and graphic embellish- ments are a key visual element of many types of ads. Some ads may have only a single visual while others might have several pictures. Even text -only ads might have some graphics in the form of decorative bullets or borders. When included with visuals the caption is one of the first things most readers look at after the visual. It's not in all ads. Contact The contact or signature of an ad may appear anywhere in the ad al- though it is usually near the bottom. It consists of one or more of: Logo, Advertiser Name, Address, Phone Number, Map or Driving Di- rections, Web Site Address, Extras. Some print ads may have additional special elements such as an at- tached business reply envelope, tear -out portion with a coupon, tip sheet, product sample. 24 25 All of the included graphic files might not work on your ma- chine, but that does not mean that the file is corrupted or that their is something wrong with your machine. These files address all of the nor- mal uses that a community implemented design would re- quire. Always make sure to in- form vendors that you have these different file formats available. File Type: Portable Document Format Category: Page Layout F iles File Description: Cross - platform document created by Adobe Acrobat or a program Adobe with the Acrobat plug -in; commonly used for e-mail attachments or for saving publi- cations in a standard format for viewing on mulitple computers; usually created from another document instead of from scratch. Program(s) that Mac OS Adobe Adobe cial) Apple Windows Adobe Adobe cial) Brava! open pdf files Reader to view (free) Acrobat to edit (commer- Preview Reader to view (free) Acrobat to edit (commer- Reader File Type: JPEG Image File Category: Raster Image Files File Description: Compressed graphic format standardized by the JPEG (Joint U Photographic Experts Group) group; com- monly used for storing digital photos since the format supports up to 24 -bit color; also a common format for publishing Web graphics; compressed using lossy compres- sion, which may noticeably reduce the image quality if a high amount of compres- sion is used. 10 File Type: Adobe Illustrator File Category: Vector Image Files File Description: Vector image file created by Adobe Illustrator; composed of paths, or lines connected by points, instead of bitmap data; may include objects, color, and text; often referred to as a Illustra- tor drawing. Illustrator documents can be opened with Photoshop, but the image will be rasterized, meaning it will be converted from a vector image to a bitmap. Program(s) that open ai files Mac OS Adobe Illustrator, Acrobat, Reader Adobe Photoshop (rasterized) Apple Preview Windows Adobe Illustrator, Acrobat, Reader Adobe Photoshop ( rasterized) File Type: Encapsulated PostScript Category: Vector Image I iles File Description: PostScript (.PS) file that may contain vector graphics, bitmap images, and text; includes an embedded preview image in bitmap format; often used for transferring between different operating systems. Program(s) that open eps files Mac OS Apple Preview Adobe Illustrator, Acrobat, or Photoshop, QuarkXpress Windows CorelDRAW, Adobe Illustrator, Acrobat, or Photoshop, QuarkXpress File Type: Graphical Interchange Format Category: Raster Image Files File Description: Image file that may contain up to 256 indexed colors; color palette may be a predefined set of colors or may be adapted to the colors in the image; lossless format, meaning the clarity of the image is not compromised with GIF compression. GIFs are common format for Web graphics, epecially small images and images that contain text, such as navigation buttons; however, JPEG (.JPG) images are better for showing photos because they are not limited in the number of colors they can display. BUSINESS MARKETING STRATEGY REPORT I Lakeville, Minnesota arnett muldrow PLAN. PRESERVE. PROMOTE. Lakeville, Minnesota COLLATERAL CATALOG Positioned to Thrive David Olson Community and Economic Development Director (952) 985-4421 City Hall 20195 Holyoke Ave. Lakeville, MN 55044 To whom it may concern, Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient mon- tes, nascetur ridiculus mus. Donec quam fells, uhricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Viva - mus elementum semper nisi. Aenean vulputate eleifend tellus. Aenean leo ligula, portti- tor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Phasellus viverra nulla ut metus varius laoreet. Quisque rutrum. Aenean imperdiet. Etiam ultricies nisi vel augue. Curabitur ullam- corper uhricies nisi. Nam eget dui. Etiam rhoncus. Maecenas tempus, tellus eget condi- mentum rhoncus, sem quam semper libero, sit amet adipiscing sem neque sed ipsum. Nam quam nunc, blandit vel, luctus pulvinar, hendrerit id, lorem. Maecenas nec odio et ante tincidunt tempus. Donec vitae sapien ut libero venenatis fau- cibus. Nullam quis ante. Etiam sit amet orci eget eros faucibus tincidunt. Duis leo. Sed fringilla mauris sit amet nibh. Donec sodales sagittis magna. Sed consequat, leo eget bibendum sodales, augue velit cursus nunc. Sincerely, David Olson i Lakc't'tllc' Lakeville, Minnesota Positioned to Thrive, Lakeville, Minnesota Positioned to Thrive Positioned to Thrive e, Minnesota www.Iakevillebusiness.com Rffibned to Thrive 2 " 9 5l61py. At 4kMi, MNgp 15 fh4s6Nn arnett muldrow PLAN. PRESERVE. PROMOTE. Lakeville, Minnesota LOGO THUMBNAIL CATALOG Positioned to Thrive. lakevillefinal- bw- tag.pdf Lakeville, Minnesota lakevillefinal - vert.pdf lakevillefinal - bw.pdf lakevillefinal.pdf Positioned to Thrive. Lakeville, Minnesota Positioned to Thrive lakevillefinal- tag- 1c.pdf lakevillefinal- tag - horz.pdf arnett muldrow ADVERTISING CATALOG PLAN. PRESERVE. PROMOTE. Lakeville, Minnesota The Arts Thrive Here Lakeville Lakeville, Minnesota Positioned to Thrive We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. We are Lakeville, Minnesota... Positioned to Thrive. Thriving Businesses Lakeville, Minnesota Positioned to Thrive We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. We are Lakeville, Minnesota... Positioned to Thrive. 4 111 Lakeville Thriving Schools Lakeville, Minnesota Positioned to Thrive We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. We are Lakeville, Minnesota... Positioned to Thrive. Positioned to Create Lakeville, Minnesota Positioned to Thrive We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. We are Lakeville, Minnesota... Positioned to Thrive. Position Your Business to Thrive Lakeville, Minnesota Positioned to Thrive We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. We are Lakeville, Minnesota... Positioned to Thrive. Thriving Downtown Lakeville, Minnesota Positioned to Thrive We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. We are Lakeville, Minnesota... Positioned to Thrive. Lakeville, Minnesota Positioned to Thrive Businesses Thrive Here We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. We are Lakeville, Minnesota... Positioned to Thrive. Thriving Communities 1 0 1 10 " Lakeville Lakeville, Minnesota Positioned to Thrive We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are Lakeville, Minnesota... Positioned to Thrive. We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. Thrive Here Lakeville, Minnesota Positioned to Thrive We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. We are Lakeville, Minnesota... Positioned to Thrive. Lakeville, Minnesota Positioned to Thrive Technology Thrives Here We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. We are Lakeville, Minnesota... Positioned to Thrive. Careers Thrive Here Lakeville, Minnesota Positioned to Thrive We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. We are Lakeville, Minnesota... Positioned to Thrive. Positioned for Takeoff Lakeville, Minnesota Positioned to Thrive We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. We are Lakeville, Minnesota... Positioned to Thrive. J1 w aarT 1 Positioned to Partner 1 Lakeville, Minnesota Positioned to Thrive We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. We are Lakeville, Minnesota... Positioned to Thrive. Lakeville, Minnesota Positioned to Thrive We are Lakeville, Minnesota... Positioned to Thrive. Positioned for Entrepreneurs We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. Thriving Recreation Lakeville, Minnesota Positioned to Thrive We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. We are Lakeville, Minnesota... Positioned to Thrive. Thriving Quality of Life Lakeville, Minnesota Positioned to Thrive We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. We are Lakeville, Minnesota... Positioned to Thrive. Thriving Partnerships Lakeville, Minnesota Positioned to Thrive We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. We are Lakeville, Minnesota... Positioned to Thrive. Positioned for Life Lakeville, Minnesota Positioned to Thrive We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. We are Lakeville, Minnesota... Positioned to Thrive. Positioned for Business Lakeville, Minnesota Positioned to Thrive We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. We are Lakeville, Minnesota... Positioned to Thrive. Lakeville, Minnesota Positioned to Thrive Positioned for Development We began as an escape, a place where people could come to Ant- lers Park and Lake Marion to relax and have fun amidst the farms and fields that cultivated food for our region. We grew as a railroad town connecting rural markets to the Twin Cities. Our downtown grew around this railroad to become an early place of trade and activity. We've looked to the future with great aspirations: building indus- trial sites from fields, an airport for growing commerce, and a cor- porate office park for both established and emerging businesses. We are also a nurturing place for families who want a thriving community for their kids with excellent education and outstand- ing recreation. We are that place, a complete community whose story is still un- folding. We look to the future with optimism as our community continues to grow while maintaining the qualities that make it so unique. We invite you to thrive with us in this place of opportu- nity for your business, your family, and your future. We are Lakeville, Minnesota... Positioned to Thrive.