HomeMy WebLinkAbout05 18 2015 EDA Report 8B_Attach1Draft City of Prior Lake Marketing Plan Outline
L Introduction/Summary/Rationale
a. Intent of the Marketing Plan
IL Goals
IV
V
a. Identify Prior Lake's brand
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
Vision for Prior Lake
a. City, downtown and other commercial area vision statements
Roles & Responsibilities
a. Roles of the City Council, EDA, EDAC, City Staff
b. How do these groups help achieve the vision?
What is a Brand?
a. Not a logo, not visuals, not a slogan
b. A brand is a promise, an expectation, a sense
c. Prior Lake's brand already exists... it is not created
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
VII.
VIII.
a. Assess the following groups to determine their feelings, thoughts, emotions... their
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
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.
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.
o Utility rates should be compared to the national average
o School information should have specific rankings or class offerings
included
o What specific examples make the quality of life better here than other
communities?
f. Credibility
i. Only promote "real" strengths, do not "create" strengths
IX. Share
a. Website
i. Purpose is a promotion and research portal... not just promotion. Provide
relevant and up to date information
o Site selectors/potential businesses are most interested in: Sites &
Buildings, Current Economic Data, and Workforce & Education
o Site selectors/potential businesses are least interested in: Local Links
(schools, chamber, county, and utilities), Quality of Life, Healthcare
ii. Website should be written for search engines
iii. Website should be compatible... up to 80% of web searches are now done on a
mobile device
b. Outreach
i. Email marketing
ii. Online marketing
iii. Print marketing
o Online and email is preferred; however, there is still a need for print
iv. Collateral
o Brochures and similar materials are worth the investment
o Must look nice and professional. Businesses are considering investing
thousands or millions in Prior Lake, The expectation from the consumer
is high and they should receive professional collateral material
v. Social media
o 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
effective way to reach the target audience
c. Site Visits
i. Preparation
o Understand what they want, what questions they will have, who needs
to be involved
o Visit management / professional visit
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)
o FSS responds to requests for site information from state and national
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