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HomeMy WebLinkAbout10-24-95 . CITY OF LAKEVILLE ECONOMIC DEVELOPMENT COMMISSION MEETING MINUTES October 24, 1995 The meeting was called to order at 6:15 P.M. in the Administration Conference Room at City Hall. Roll call of members was taken. Present: Brantly, Detjen, Erickson, Matasosky, Pogatchnik, Vogel. Absent: Emond, Krejci, Tushie. Also present: Ken Wilson and Fred Thompson, Wilson Marketing Group; Michael Sobota, Director of Community and Economic Development; Carol Hymel, Economic Development Specialist. 95.13 Motion was made by Matasosky, seconded by J. Erickson, to approve the minutes of the August 22, 1995 meeting. Roll call was taken on the motion. Ayes: Unanimous. Proiect Activities Uudate Sobota updated the commission on the project proposed by DHY, Inc., a precision metal components manufacturer. The business is proposing to relocate and construct a 55,000-square- • foot building at the Fairfield Business Campus. A meeting is scheduled with the business owner and developer on Oct. 25. Parkway landscaping is in-place at the business campus and commission members were invited to visit the site. Future development activities include an upcoming City Council meeting where the proposal to construct an AmericInn motel on the site adjacent to Cracker Barrel Restaurant will be presented for final approval. Presentation of the Community Marketing Plan Ken Wilson, Wilson Marketing Group, Inc., presented to the commission an overview of the proposed 1996 Community Marketing Plan. A copy of the Marketing Plan is attached. Wilson covered the following items: • Research To-Date • 1996 Marketing Plan Objectives • Marketing Strategy: Positioning Strategy & Product Differentiation -How does Lakeville differ from other communities? Niche Markets & Target Market Characteristics for the Community Distribution Strateev Advertising & Promotion Public Relations Annual Market Survev Budget Estimate Partners . Members of the EDC recommended that the following revisions be made to the proposed marketing plan: The Target Markets segment of the plan should include attracting businesses that have 10 or more instead of 25 or more employees, thus increasing the number of target businesses to be contacted. Members felt that by limiting the target market to businesses with 25 or more employees, that a large segment of the market would be missed. Matasosky and Pogatchnik commented that many of the existing businesses in Lakeville were comprised of less than 25 employees and were a strong business base in the community. The Distribution Strategy should be closely tracked, especially when distributing information to the residences of business owners targeted. Members recommended that a sample mailing of 10- 15 marketing packets be made to gage reaction to the program. Changes to the direct mailing strategy would be made based upon the results of the initial mailings. Hymel suggested that instead of mailing marketing information to business owners at their businesses, initial contact should be made in-person for high priority prospects, businesses whose current operations are in leased facilities versus owned properties. The EDC agreed that this personal approach would work well. Pogatchnik suggested that afollow-up phone call to business owners, once they had time to review the mazketing information, would be important. The EDC unanimously felt that bringing the City Council, city employees, Lakeville Chamber Boazd of Directors, and other partners (realtors, developers, financial institutions,) into the process early was crucial to accomplishing the marketing plan and directed staff to revise the action plan to include times when this could take place. The Advertising and Promotion program must be uniform, including presentation materials, when used by city staff, the Lakeville Chamber of Commerce, and other partners in the mazketing program. Members of the EDC felt that materials used should be professional looking as well as uniform, including logos, tag stock, printing, etc. Brantly suggested that a professional graphic artist be retained to design the marketing materials. The EDC recommended that the Marketing Team (Brantly, Tushie, Vogel) and available participants of the earlier F.A.B. exercise meet to refine the Unique Selling Propositions. Brantly presented a draft copy of a proposed unique selling proposition for the manufacturing segment. Members agreed that the draft USP for manufacturing was excellent and that it stated what Lakeville can offer in attracting manufacturing to Lakeville. It was also agreed that the same could be used for distribution with the addition of a reference to transportation systems in Lakeville. Staff was directed to schedule a meeting with the Mazketing Team and F.A.B. participants to work on the medicaVhealth and service USP. Regarding the Action Plan for the marketing program, Vogel and Brantly commented that the action plan as proposed was incomplete. Other items that should be included in the action plan include: finishing the USP; identifying partners; finding a graphic designer; meeting with Chamber of Commerce to review the marketing plan and enlist their support; presenting the final marketing plan to the City Council. Vogel and Matasosky stressed that the Chamber of Commerce has a vested interest in participating in the marketing plan and would be a good resource in helping to attract executives and business owners to the community. On behalf of the commission, Brantly thanked Ken Wilson and Fred Thompson for their work on preparing the marketing plan and commended the EDC staff for assisting in the development of a marketing strategy tool. The meeting adjourned at 8:15 P.M. Respectfully submitted Carol Hymel, Recording Secretary ATTEST TO: Bob Brantly, hair •