HomeMy WebLinkAbout04 23 2015 EDAC rept 3b_Attach1
Draft City of Prior Lake Marketing Plan Outline
I.Introduction/Summary/Rationale
a.Intent of the Marketing Plan
II.Goals
a.
b.Activate the brand and messaging
c.Identify target business industries/focus
d.Encourage new businesses to locate in Prior Lake
e.Fill vacant commercial/industrial space
f.Facilitate new construction activities to increase tax base
g.Other
III.Vision for Prior Lake
a.City, downtown and other commercial area vision statements
IV.Roles & Responsibilities
a.Roles of the City Council, EDA, EDAC, City Staff
b.How do these groups help achieve the vision?
V.What is a Brand?
a.Not a logo, not visuals, not a slogan
b.A brand is a promise, an expectation, a sense
c.
d.Brand must be managed by city or the message will be controlled by others
e.Internal and external communication should support the brand
VI.Process
a.Assess the following groups to determine their feelings, thoughts, emotionstheir
common beliefs will determine what the Prior Lake brand is
i.Stakeholders staff, advisory committees, elected officials, chamber of
commerce
ii.Existing Employers owners, managers
iii.Prospects site selectors, brokers/agents
VII.Community Assets
a.Identify specific community assets related to quality of life, transportation, crime rates,
schools, cost of living, available properties, recreation activities, workforce, etc.
VIII.Sharpening
a.How is Prior Lake different?
b.What is the most important message Prior Lake can share?
c.Who is the target audience?
d.What does the target audience want to hear?
e.Provide specific answers to target audience questions
i.Generic references to good schools, quality of life, low utility rates, low crime
rates, etc. carry no weight unless specific. Most communities have marketing
materials with these same generic statements. Separate Prior Lake from the
rest.
Utility rates should be compared to the national average
o
School information should have specific rankings or class offerings
o
included
What specific examples make the quality of life better here than other
o
communities?
f.Credibility
i.
IX.Share
a.Website
i.Purpose is a promotion and research portal. Provide
relevant and up to date information
Site selectors/potential businesses are most interested in: Sites &
o
Buildings, Current Economic Data, and Workforce & Education
Site selectors/potential businesses are least interested in: Local Links
o
(schools, chamber, county, and utilities), Quality of Life, Healthcare
ii.Website should be written for search engines
iii.re now done on a
mobile device
b.Outreach
i.Email marketing
ii.Online marketing
iii.Print marketing
Online and email is preferred; however, there is still a need for print
o
iv.Collateral
Brochures and similar materials are worth the investment
o
Must look nice and professional. Businesses are considering investing
o
thousands or millions in Prior Lake, The expectation from the consumer
is high and they should receive professional collateral material
v.Social media
Conveying the right message to the right people in the right way
o
Depending on the target industry, social media may be a more or less
o
effective way to reach the target audience
c.Site Visits
i.Preparation
Understand what they want, what questions they will have, who needs
o
to be involved
Visit management / professional visit
o
X.Current Marketing Efforts
a.Prior Lake Community Profile
i.Marketing packet on online document
b.Website Improvements
c.Brochures/Pamphlets (parks & trails, other)
d.Utilize Resources
i.Scott County First Stop Shop (FSS)
FSS responds to requests for site information from state and national
o
site selectors and brokers
ii.Greater MSP
iii.Scott County Open to Business
e.Development of and updates to multiple economic development policies and guidelines
i.City of Prior Lake Business Subsidies Policy Updates
ii.Adoption of a Local Business Incentives Policy
iii.Updates to the Economic Development Revolving Loan Fund Guidelines
iv.Development of the Phase I & Phase II Technology Village Business
Accelerator Business Plans
v.Creation of an EDA Business Plan
vi.Updates to the City of Prior Lake Sewer and Water Fee Deferral Program Policy
f.Technology Village Business Accelerator
g.Available Commercial Property Inventory
h.Pad Ready Analysis / Vacant property inventory
i.Notifications promoting new businesses in an effort to keep the PL name out there
j.Marketing in regional publications
k.Chamber of Commerce events, community events, business pop-ins (retention)
XI.Proposed Marketing Efforts
a.Which current marketing efforts should be continued/enhanced?
b.What additional marketing efforts should be implemented?
XII.Strategies
a.Advertising campaign
b.Promote new and existing Prior Lake businesses
i.Expand on existing resources (PL American, Wavelength, Scott County Scene,
PL Business Pages)
c.Promote real estate activity
d.Promote school
e.Promote chamber
f.Promote community events
g.Expand Digital / Social Media
i.Encourage/Promote positive Prior Lake social media posts
XIII.Budget
a.Budget necessary to implement recommended marketing strategies
XIV.Evaluation/Tracking
a.Number of new businesses
b.Increase / decrease in tax base (% commercial)
c.Sales tax revenue
d.Other