HomeMy WebLinkAbout06 25 2015 EDAC rept 3b
4646 Dakota Street SE
Prior Lake, MN 55372
ECONOMIC DEVELOPMENT ADVISORY COMMITTEE REPORT
MEETING DATE: June 25, 2015
AGENDA #: 3.b.
PREPARED BY: Casey McCabe, Community Development Specialist
AGENDA ITEM:
PRIOR LAKE COMMUNITY ASSETS AND SHARPENING OF MESSAGE
DISCUSSION: Introduction
The purpose of this agenda item is to discuss how the EDAC wishes to complete the marketing
tasks as directed by the EDA.
History
During the April 23, 2015 meeting, EDAC members discussed the benefits of an adopted City of
Prior Lake Marketing Plan and reviewed a draft outline for a marketing plan. The EDAC approved
the marketing plan outline and directed staff to present the outline to the EDA for approval and
direction.
The EDA reviewed and discussed the marketing plan outline during their May 18th meeting. The
EDA did not approve of the EDAC developing a broad marketing plan for the City of Prior Lake;
rather, the EDA directed the EDAC to focus on two specific areas of the marketing plan outline. The
EDA directed the committee to focus on the Community Assets and Sharpening sections of the
outline so the city would be able to use that information in future marketing efforts.
Current Circumstances
Below are Section 7 and Section 8 of the Marketing Plan Outline:
Section 7. Community Assets
Identify specific community assets related to quality of life, transportation, crime rates,
schools, cost of living, available properties, recreation activities, workforce, etc.
Section 8. Sharpening
How is Prior Lake different?
What is the most important message Prior Lake can share?
Who is the target audience?
What does the target audience want to hear?
Provide specific answers to target audience questions
o Generic references to good schools, quality of life, low utility rates, low crime rates, etc.
carry little 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?
Credibility
Only promote “real” strengths, do not “create” strengths
2
Conclusion
The EDAC should determine how the committee wishes to provide the information requested by the
EDA and if a few of the committee members, or the full EDAC, will work to provide this information.
ISSUES: The EDAC should determine if they would like to develop a report in response to the EDA direction
as a full committee or assign this task to a subcommittee of its members.
ALTERNATIVES:
RECOMMENDED
ALTERNATIVE:
1. Motion and second assigning a subcommittee of EDAC members to develop a report in re-
sponse to the EDA’s direction related to Sections 7 & 8 of the marketing plan outline.
2. Motion and second to develop a report in response to the EDA’s direction related to Sections 7
& 8 of the marketing plan outline as a full EDAC.
3. Provide direction to staff and continue discussion at a future meeting.
As determined by the EDAC.