HomeMy WebLinkAbout06.24.13 EDA Packet AGENDA
REGULAR ECONOMIC DEVELOPMENT AUTHORITY MEETING
June 24, 2013
7:00 P.M.
CITY COUNCIL CHAMBERS
Todd Larson, Chair; Geraldine Jolley, Vice-Chair
Douglas Bonar, Steve Wilson, Kirk Zeaman
Action Taken
1. Call Meeting to Order
2. Pledge of Allegiance
3. Roll Call
4. Approve Agenda
5. Citizen Comments/Presentations
6. Consent Agenda
a) Meeting Minutes (5/28/13 Regular) Approved
b) Bills: 5/28/13 —6/23/13 Approved
c) May 2013 Financial Report Information Received
7. Public Hearings
8. Continued Business
a) Business Attraction Team Marketing Ideas Information Received
9. New Business
a) CDBG Funds Status Report Approved
b) Approve Request for Proposals Advertising Firm Approved
c) Budget Requests for 2014 Approved
10. City Staff Reports/Open Forum/Discussion
11. Adjourn
MINUTES
ECONOMIC DEVELOPMENT AUTHORITY
Regular Meeting
May 28, 2013
1. CALL TO ORDER
The meeting was called to order by Chair Larson at 6:30 p.m.
Members Present: Larson, Bonar, Jolley, Wilson, Zeaman
Members Absent: None
Also Present: Lee Smick, City Planner; Cynthia Muller, Executive Assistant
Audience: Clyde Rath
2. PLEDGE OF ALLEGIANCE
3. ROLL CALL
4. APPROVE AGENDA
City Planner Smick added 8a)Business Visits and 8b) Business Attraction Team.
MOTION by Wilson second by Bonar to approve the Agenda. APIF,MOTION
CARRIED.
5. CITIZEN COMMENTS/PRESENTATIONS
6. CONSENTAGENDA
MOTION by Wilson, second by Jolley to approve the Consent Agenda as follows: •
a) Approved Meeting Minutes (4/22/13 Regular)
b) Approved Bills 4/22/13 —5/27/13
c) Received Information April 2013 Budget
APIF,MOTION CARRIED.
7. PUBLIC HEARINGS
8. CONTINUED BUSINESS
a) Business Visits
City Planner Smick and Susan Henricks, Anchor Bank, visited Farmington Vet
Clinic, Betts Chiropractic, and K&K Auto. City Planner Smick gave a summary
of the visits. K&K Auto will be requesting a commercial rehabilitation loan to
replace their overhang.
b) Business Attraction Team
Mr. Dale Severson,broker for VRC, was in attendance at the BAT meeting.
Members discussed a marketing program for Farmington. City Planner Smick
showed examples of videos other cities have on their website. Mayor Larson
suggested contacting the school district and work with them to prepare a video.
Member Wilson felt this is long overdue. He asked if staff should spend time
doing this, or do we hire a media expert that has worked with other cities. Mayor
EDA Minutes(Regular)
May 28,2013
Page 2
Larson agreed staff should not spend time preparing this; we need to hire
someone to do it for us. At the BAT meeting,Mr. Loftus had mentioned working
with Tuneheim Partners, a company that could get us to TV,radio, newspapers,
etc. Member Jolley noted we need to do this in a way that it can be used for any
project that comes up. Member Zeaman stated with having a video on Facebook,
staff would need to monitor it daily for comments. Staff felt with this type of
marketing, we are stepping up our game. Member Wilson stated this needs to be
done quickly to obtain business. Staff will also be including the school district in
the marketing for their innovation zone. The school district has school
representatives coming in from different states to learn about their innovation
zone. Farmington is one of two schools in the state with this recognition. City
Planner Smick suggested setting up a meeting with the high school to learn about
their technology.
Member Wilson asked if we should determine why businesses are not looking at
VRC. Staff noted the banks own the property and they are keeping the price high.
Staff will talk to Mr. Severson about the price of lots in VRC.
c) Review Business Subsidy Policy
City Planner Smick felt we should spend our money on marketing rather than
business subsidies. If there is money left from marketing, we can save that to
build an incentive fund. Right now we do not have enough funds to entice larger
businesses. Mayor Larson asked about staffs thoughts for a marketing plan.
Staff will discuss this more with Mr. Loftus and DEED. We need to get to
advertisers that have worked with cities and that can do professional work with
technology for brochures, radio, TV, etc. Staff would provide information for
them to develop advertising. The overall goal is to let people know about
Farmington. Staff would like to attend conferences on retail and there was
recently a data center conference. We need to get involved with brokers,real
estate agents, and site selectors. Member Zeaman felt the EDA should have the
land at VRC appraised to determine the value. He suggested calling local real
estate agents in town to do this. Staff will contact Mr. Severson regarding the
situation with the banks. Member Zeaman suggested doing a deal where the
banks donate the land to the City to avoid paying the taxes and at some point in
the future, as we sell or rent the land,we agree to pay them some future dollars.
That way we have more control of what is going on. That would be a way for the
banks to not have expense,but have a future annuity to keep their funding.
Staff asked if the EDA was interested in seeing a marketing plan in the budget or
do a business subsidy plan this year. Chair Larson felt a marketing plan comes
first and let the business subsidy fund build up. Member Zeaman agreed as
$5,000 is not enough for most businesses. Member Wilson stated the business
subsidy would still be there, but we should do marketing. Member Bonar liked
the business subsidy for incubator purposes only, he asked staff to explore a
marketing RFQ and talk to neighboring cities when it comes to Requests for
Qualifications, but staff is asking to market something we may not have a purpose
for quite yet. His greatest concern is we have a disenfranchised consortium of
land holders in VRC that are waiting for the market to come to them. Member
EDA Minutes(Regular)
May 28,2013
Page 3
Wilson noted to go further west,we have parcels zoned commercial,but they are
not available. Chair Larson noted there is no other large, shovel ready piece of
land other than VRC.
(Member Jolley left at 7:20 p.m.).
MOTION by Wilson, second by Zeaman to table the business subsidy plan until
we have further options on a marketing plan. APIF,MOTION CARRIED.
Member Bonar asked how we leverage the district's innovation zone. Staff noted
the superintendent is on the Business Attraction Team. Chair Larson noted there
used to be monthly lunch meetings with the school district. Staff would like to
get a group together just for economic development items. Member Wilson stated
businesses will come with population. Member Bonar suggested using the
marketing plan and innovation zone as a foundation for a school board/Council
meeting. Member Zeaman asked what is the value of the innovation zone for a
business? Chair Larson stated a business wouldn't,but as a family with kids in
school,they would be interested. Member Zeaman asked about more important
things like taxes, proximity to the airport, golf courses, other things that are more
important to businesses. He would be looking for inexpensive housing,things to
do in the evening;these are more important to him. He did not understand how
the innovation zone at the school would be an attraction. His employees are
looking for family friendly activities and he does not think the high school would
be the draw for businesses. Chair Larson noted the innovation zone will be huge
in a couple years once test scores are proven. Member Zeaman noted parks and
trails, events, are more family oriented. Member Bonar suggested we become our
own innovation zone as a City. We should have a link to the school district on
our website and vice versa.
Staff will contact the City Attorney to determine if we need an RFQ. Member
Bonar noted the Council wants to meet with the school board. It is a matter of the
two administrators working with the board and the Council to establish an agenda.
Chair Larson noted we need to get the two boards together to explain the
innovation zone and the value of it. The EDA needs to determine how we can
come up with something similar and how we can help each other. Member
Wilson stated if we do not need an RFQ, staff should reach out to marketing
experts other cities use. It would also be good to get the right mix of people
together to throw out ideas to capture all areas of the community. The EDA
would like this by the next meeting. Member Zeaman suggested soliciting help
from U of M MBA students. Chair Larson wanted to make sure doing marketing
will be our plan so we don't waste a month. Staff noted the EDA has a limited
amount of money, so if the marketing plan takes all of our money, next year we
will be starting at zero with business subsidy funding. Member Zeaman agreed
we need to spend the money on marketing to get our name out there. We do have
the Grow Farmington logo we can use in marketing.
EDA Minutes(Regular)
May 28,2013
Page 4
9. NEW BUSINESS
a) Examination of Vermillion River Crossing
Vermillion River Crossing was intended to be an extension of the downtown. The
Planning Commission recently said buildings do not need to be up to the
sidewalk. For planning purposes,having diagonal parking on the street with a
building setback will not look right. Chair Larson stated whoever is interested in
whatever piece of property, we should be open to anything. Member Wilson
recalled the Planning Commission wanted to be flexible depending on what.the
developer wanted. He cautioned against completely abandoning a concept
according to what someone wants. Chair Larson clarified we need to be flexible
in working with what developers want. Mr. Severson had mentioned to not worry
about zoning or design standards; builders will be aware of that. The biggest
things to worry about are the bankers and more rooftops.
Member Wilson suggested getting the bank summit together again and perhaps
they can contact the VRC bankers. Chair Larson would like to talk to the VRC
bankers.
Staff will talk with Mr. Severson regarding VRC bankers,talk with Mr. Loftus
regarding advertisers, get a meeting together with DEED on advertising, ask the
City Attorney if a Request for Qualifications is needed, and obtain someone to
appraise the VRC property. MOTION by Bonar, second by Zeaman to craft an
RFQ for consideration at the next meeting. APIF,MOTION CARRIED. If
required, staff will prepare an RFQ, send it out to the EDA, and then distribute it
to advertisers before the next meeting.
b) Open to Business First Quarter Report
Six Farmington clients were served in the first quarter.
10. CITY STAFF REPORTS
Mr. Mark Loftus, Dakota Electric,will be setting up a meeting with DEED and has
invited the EDA members to join him. A meeting date will be provided soon.
Member Zeaman noted Tamarack Shopping Center is having an event in July and
suggested having a City table there.
11. ADJOURN
MOTION by Bonar, second by Zeaman to adjourn at 8:02 p.m. APIF,MOTION
CARRIED.
Respectfully submitted,
Cynthia Muller
Executive Assistant
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�1 651.280.6800•Fax 651.280.6899
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TO: EDA Members
FROM: Lee Smick,AICP CNU-A
City Planner/Economic Development
SUBJECT: Business Attraction Team Strategy
DATE: June 24,2013
INTRODUCTION/DISCUSSION
The Business Attraction Team(BAT)has met five times between April 11,2013 and June 6, 2013. The goal of
BAT was to provide a direction to the EDA on how to attract new businesses while retaining existing
businesses. Attached to this document are the strategies proposed by BAT for the EDA's review and approval.
Those marked priorities were the most important to BAT and need attention immediately.
ACTION REQUESTED
Review the attached information and approve the strategies..
Respectfully ubsi =,
As
Lee Smick,AICP CNU-A
City Planner/Economic Development
BUSINESS ATTRACTION TEAM STRATEGY 6-6-13
The Business Attraction Team has met five times between April 11,2013 and June 6,2013. The goal of
BAT was to provide a direction to the EDA on how to attract new businesses while retaining existing
businesses. The Team has provided their marketing ideas to achieve the goal in the list below:
Promote Farmington to developers, brokers,Greater MSP, DEED, media,etc.-Priority
-A marketing brochure should be short and to the point, and directing people to the website for more
detailed information.-Priority
-Preparation of shovel-ready sites.
•
-Business retention and recruitment.-Priority
-Promote the City through the arts.
-Events with existing businesses—coffee with the Mayor.
-Talk with land owners at Pilot Knob and CR50.-Priority
-Create a buzz about our town and answer why Farmington.-Priority
-More focus in the industrial park for business retention and develop a relationship before they look
elsewhere.
-Get in front of businesses more, highlight what they do, keep up with business visits.-Priority
-Dakota County Regional Chamber needs to be brought back to Farmington as they have a lot of tools
we can use. Lisa Franxman and Troy Solis are on the board.
-We need to continue to bring people in and solicit their feedback.
-Create an image.
-Bring a business owner to every Council meeting,give a plaque for appreciation, let them talk for 5
minutes about their business.
-Retail will take care of itself with a marketing plan.
-Look at$1—2 million to lay out infrastructure at CR50 and Pilot Knob to ignite development.
-Use tournaments and community events to promote businesses.
-Follow through on a marketing plan.-Priority
-Hold another bank summit.
-Sell Farmington's successes rather than land;that provides the answer to Why Farmington.-Priority
-Establish a reasonable amount for a marketing budget,and focus;don't take on too much.
-Attend conferences to promote Farmington.
-Technology and fiber are keys for businesses and the industrial park. (What fiber do we have and what
is available?)
-Trout stream—put Farmington on DNR website or brochures.
-STAY FOCUSED! Small things can have a big impact.-Priority
41140,* City of Farmington
430 Third Street
?c�; Farmington,Minnesota
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651.280.6800•Fax 651.280.6899
,JT.A pROr0*�
www.cilarrnington.mn.us
TO: EDA Members
FROM: Lee Smick, AICP CNU-A
City Planner/Economic Development
SUBJECT: Farmington CDBG Funds Status Report
DATE: June 24, 2013
INTRODUCTION/DISCUSSION
The Dakota County CDA recently provided the most current status report concerning Farmington's CDBG
Funds in May of 2013.
As discussed in the following agenda item,the CDBG report shows that the City was proposed to receive
$37,810 in CDBG funds in FY2013. The funds were proposed to be split to fund$32,810 in the Business
Development Grant activity and $5,000 in the Commercial Rehabilitation activity.
Staff has recently been informed by the CDA that the 10%reduction in FY2013 funds is now a 10% increase
making the final budget in FY2013 funds for Farmington at $43,186, a$5,376 change to the positive. In
order to hire an advertising consultant to develop a marketing plan, staff is proposing a fund limit of$30,000
in CDBG monies. This requires a revision to the FY2013 requests as shown. Staff has prepared the
following revisions as shown on the attachment.
In gathering the $30,000 for the marketing plan budget, staff proposes to remove the Microenterprise funds
of$23,800 due to inactivity and reallocate it to the Marketing Plan activity. Additionally, staff proposes to
provide $6,200 from the FY2013 final allocation award of$43,186. Staff also proposes to provide $35,000 to
the Business Development Grant activity and $1,986 to the Commercial Rehabilitation activity.
Once the EDA and City Council(as recommended by the City Attorney) has approved the reallocation of
CDBG funds,the CDA will prepare a public hearing notice for a Dakota County Commissioner's meeting
for their approval. A 30-day review period is allowed for the reallocations to be approved.
ACTION REQUESTED
Recommend approval of the reallocation of FY2013 CDBG funds and forward the recommendation to the
City Council.
' e r lly -.1 mitte',
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City Planner/Economic Development
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Farmington, Minnesota
10 651.280.6800•Fax 651.280.6899
www.cilarmington.mn.us
TO: EDA Members
FROM: Lee Smick,AICP CNU-A
City Planner/Economic Development
SUBJECT: Request for Proposals-Advertising Firm
DATE: June 24, 2013
INTRODUCTION/DISCUSSION
The Dakota County CDA has informed staff that a CDBG grant is available to hire a professional consultant to
work with the City in economic development activities. Staff is proposing to utilize the CDBG grant to procure
an advertising consultant to prepare a marketing plan for the City at a maximum cost of$30,000. Using CDBG
funds requires an RFP (see attached)to be prepared. The amount proposed is similar to the amount proposed by
the City of Lakeville for the same grant that they received in 2011.
Lakeville included a branding effort to be part of their funding for which they received a tagline"Positioned to
Thrive". The attached Lakeville Business Marketing Strategy Report dated March 2012 is what they received
for their final document.
RFP Scope of Service:
At a minimum the study should provide a report containing:
1. Analysis of existing marketing efforts (GROW Farmington), materials, and programs including but not
limited to:
a. Print and media materials
b. Website
c. Social Media
d. Conference and trade show attendance
e. Business retention strategies and programs
2. Suggested marketing strategies to help meet the implementation steps outlined on Page 4 of this RFP and/or
additional implementation steps prepared by the consultant including but not limited to:
a. Print and media materials
b. Website
c. Social media
d. Other miscellaneous promotional materials
3. A detailed implementation cost analysis of each component of the recommended marketing strategies that
can be used to identify and plan for a comprehensive marketing budget.
a. Identify one-time and annual recurring costs
All proposals should include:
1. Tasks to be accomplished and the amount of budget hours for each task and subtask.
a. This will be used as a work plan and managing tool for the basis of budgeting.
2. Identify deliverables.
a. Key milestones of project
b. Level of City staff participation
c. Status meetings identified through work plan
d. Final Report
3. Detailed cost estimate of the study, including professional hourly rates and multipliers and estimated
service/task hours with a"not to exceed cap". Other expenses related to the completion of the study will be
discussed on a case-by-case basis. Preferred pricing will identify fixed cost bids with a menu of necessary and
optional services. As you recall in the previous memo, FY2013 CDBG funds will be used for the funding of the
Marketing Plan at$30,000.
The RFP timeline is as follows:
RFP Timeline:
RFP Issue date—July 2, 2013
Proposals due—July 22, 2013
Interview consultant finalists—July 29-31, 2013
City Council approval selecting consultant—August 5, 2013
Submission of Draft Final Plan to EDA—October 28, 2013
Approval of Final Plan by EDA—November 25, 2013
Submission of Final Plan to City Council—December 2, 2013
The timeline offers fourteen days for an interested consulting firm to prepare a response to the RFP. The
project will be performed over a 3-month period with final approval by the City Council on December 2, 2013.
Staff has attached a spreadsheet of potential marketing firms that the RFP will be sent to once it has been
approved. Staff is asking for any suggestions to the RFP as shown.
ACTION REQUESTED
Review the attached RFP, provide comments or suggestions and recommend approval of the RFP and forward
the recommendation to the City Council on July 1, 2013.
Re •ec .ly sub 'tted,
—Smick AI P CNU-A
City Planner/Economic Development
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A�s' ' A PROMi15#
City of Farmington
Request for Proposals:
Business Marketing Plan
Contact:
Lee Smick
City Planner/Economic Development
City of Farmington
430 Third Street
Farmington, MN 55024
(651) 280-6820
lsmick @ci.farmington.mn.us
Dated: July 2, 2013
Responses Due: July 22, 2013
Farmington Marketing Strategy RFP
The City of Farmington, Minnesota requests proposals from qualified consulting firms to provide
a strategy for a comprehensive community marketing plan to aid business expansion,retention,
and to ultimately increase the City's tax base through the attraction of new businesses while
maintaining the existing business climate.
The process and plan would include the analysis of existing marketing efforts, materials, and
programs,the gathering of community input, suggestions for marketing strategies to help meet
the priorities outlined in the priorities section of this RFP, and the detailed implementation
analysis and costs of each component of the recommended marketing strategies that can be used
to identify and plan for a comprehensive marketing budget.
For the purpose of this Request for Proposals("RFP") and the anticipated Consultant Agreement,
"City" means the City of Farmington, and "Services" means the development of a marketing and
implementation plan, as described in this RFP.
The selected firm will be invited to enter into a consultant agreement with the City, in a form to
be provided by the City ("Consultant Agreement"). The City Council has the ultimate authority
to approve any proposal and to authorize execution of the Consultant Agreement.
Overview:
As a community prepared for new business growth while maintaining its strong existing business
climate,the City of Farmington provides the foundation for prosperous businesses by investing
in quality and efficient services, effective partnerships, and business participation. The City's
commitment to well-planned development enhances the distinctive and high quality of life
enjoyed by our residents.At the southern edge of the Minneapolis/St. Paul Metro Area,
Farmington offers the advantages of being part of a metropolitan area while providing a family-
friendly small town atmosphere with outstanding quality of life opportunities such as
recreational, environmental, and open space tranquility.
Located in western Dakota County, roughly 21 miles south of the Minneapolis/St. Paul
International Airport, Farmington is a growing community that continues to offer small town
charm while rapidly becoming a unique suburban city. The 2010 Census indicated that the
population of Farmington was 21,086 spread over 7,412 households. Farmington was ranked 5th
in the entire Minneapolis/St. Paul Metro Area in population growth rate at 70.53%from 2000 to
2010.
Farmington has a vibrant existing business community which incorporates the contrast of new
commercial development areas with a well-established traditional downtown. In addition,the
City's Industrial and Business Parks offer opportunities for a wide array of uses and companies
of all sizes. Farmington's established development and design standards support the City's desire
for quality growth.
2
With the presence of the Vermillion River,the existence of working farms, and the City's
extensive park and trail systems,the community has an abundance of natural resources. These
amenities in part account for the extensive residential growth of over 3,000 households added to
the community within the last decade.
The Economic Development Authority(EDA)that updates Farmington's Economic
Development Strategic Plan every three years employs long-term strategies to encourage
business development and promote Farmington's desire to further grow its tax base with the
attraction of new commercial and industrial businesses. The EDA's mission is to meet the
following statement:
"Farmington is commerce friendly, responsive, and innovative in the realm of
economic development. The Economic Development Authority's mission is to market
Farmington as one of Minnesota's most desirable cities to open a business."
Farmington has historically lacked a consistent and focused marketing plan for business
attraction and retention. Past efforts have tended to be mostly reactionary as opportunities have
presented themselves and funding was available.
The goal from the EDA's 2012-2015 Economic Development Strategic Plan is to:
"Create a marketing plan that has a clear message,is flexible, adequately funded,
creative, aggressive, and targeted that communicates Farmington's existing
businesses while making known its wealth of new commercial and industrial
opportunities."
The City of Farmington is seeking responses to this RFP to develop and outline an
implementation plan for a business marketing strategy to target corporate site selectors,business
decision makers, and the general business community about why Farmington should be a top
choice for locating and growing a business.
A brainstorming event was held with the Farmington Business Association(FBA),the Dakota
County Regional Chamber, and the EDA in December of 2010 under the GROW Farmington
initiative which provided a wish list of items to market Farmington. The results of this event can
be found attached to this RFP in the Appendix section.
After the brainstorming event, a group of business owners met throughout 2011 to develop a plan
to achieve some of the wish list. The GROW Farmington sessions came up with three priority
areas including"Promote, Brand, and Unite Farmington." From those priorities, action steps
were prepared and implemented. In 2012,the GROW Farmington group focused on a"Shop,
Buy, Local!" campaign. A logo was created and stickers were provided to businesses to place on
their windows. A plan of action needs to follow that initial implementation.
The Economic Development Strategic Plan and GROW Farmington are currently working
towards different goals. Assistance with combining these efforts is desired from the consultant
chosen in the RFP process.
3
Business Marketing Plan Priorities:
The City of Farmington has identified the following Priority and Implementation Steps to create
the Business Marketing Strategy:
2.1 Promoting for Success: Marketing and Branding—Managing our Reputation
Action 2.1.1: Prepare a marketing plan strategy.
Implementation Steps:
(a) Work with the GROW Farmington marketing strategy to create a unified economic
development message for Farmington.
(b) Define, expand, and formalize communications with the Farmington business community.
(c)Research what other Cities use and determine how important printed materials are to the
marketing efforts.
(d) Coordinate with Communications staff to strategically plan message delivery including
newsletter, newspapers, website, social media, Channel 16, etc.
(e) Continue to attend or plan new efforts through GROW Farmington to promote the City to
developers, brokers, retailers, entrepreneurs, etc.
(f)Develop programs to enhance and highlight the City's economic development efforts via
signage throughout the City.
(g)Promote Farmington businesses via a"shop local"program.
(h) Staff and EDA attend gatherings and conferences pertaining to Economic Development.
(i) Artists' studios and living spaces within the downtown area could be one of the few
suitable uses for spaces no longer appropriate for most modern retail.
(j) Research"shovel ready" initiatives to determine if the future industrial park could meet these
requirements.
(k) Work with regional economic development to assist business prospects coming to
Farmington and the region.
Proposal:
Scope of Service:
At a minimum the study should provide a report containing:
1. Analysis of existing marketing efforts (GROW Farmington), materials, and programs
including but not limited to:
a. Print and media materials
b. Website
c. Social Media
d. Conference and trade show attendance
e. Business retention strategies and programs
4
2. Suggested marketing strategies to help meet the implementation steps outlined on Page 4
of this RFP and/or additional implementation steps prepared by the consultant including
but not limited to:
a. Print and media materials
b. Website
c. Social media
d. Other miscellaneous promotional materials
3. A detailed implementation cost analysis of each component of the recommended
marketing strategies that can be used to identify and plan for a comprehensive marketing
budget.
a. Identify one-time and annual recurring costs
All proposals should include:
1. Tasks to be accomplished and the amount of budget hours for each task and subtask.
a. This will be used as a work plan and managing tool for basis of budgeting.
2. Identify deliverables.
a. Key milestones of project
b. Level of City staff participation
c. Status meetings identified through work plan
d. Final Report
3. Detailed cost estimate of the study, including professional hourly rates and multipliers
and estimated service/task hours with a"not to exceed cap". Other expenses related to the
completion of the study will be discussed on a case-by-case basis. Preferred pricing will
identify fixed cost bids with a menu of necessary and optional services.
All proposals are subject to the following conditions:
1. Federal Funds. This project is being funded in whole or in part with federal Community
Development Block Grant("CDBG")funds through the U.S. Department of Housing and
Urban Development("HUD"). The Firm selected through this RFP will enter into a
contract with the City of Farmington and must agree to federal funding provisions as
attached in Exhibit A.
2. Conflict of Interest. The proposer must identify any potential conflict of interest it may
have providing the services contemplated by this RFP.
Statement of Qualifications:
The following will be considered minimal contents of the proposal:
1. Goals, objectives, and project tasks to demonstrate the responder's view of the project
and exhibition of responder's knowledge of local government marketing and branding.
5
2. Outline of respondent's background and experience with particular emphasis on public
sector marketing and branding.
a. Provide contact list for at least three (3)references in support of the background
and experience.
b. Provide two (2) examples of municipal government projects.
3. Knowledge of print, website, and social media advertising and promotion.
4. Experience working with local governments.
5. Identify key personnel to conduct the project. No change in key personnel assigned to
the project will be permitted without approval of the City.
City Provided Supporting Documentation:
• 2010 Brainstorming Event Results
• Approved 2012-2015 Farmington Economic Development Strategic Plan
• GROW Farmington Process and Results
• Demographic data: http://stats.metc.state.mn.us/profile/detail.aspx?c=02395614
• Farmington map http://www.ci.farmington.mn.us/Departments/CityMaps.html
• Farmington City website: http://www.ci.farmington.mn.us/index.html
(http://www.ci.farmington.mn.us/Departments/EconomicDevelop/EconomicDevelopmen
t.html)
Characteristics of Farmington:
• 15.18 square miles
• —56% developed
• 21,200+residents(2013)
• —7,448 households (2013)
• 230+businesses
o Mostly small to medium sized businesses (<100 employees)
o Growing office/industrial and home-based business sectors
• High educational attainment of residents (25%have a bachelor's degree+)
• Median household income $80,700
• Median age is 34.9
• 6 miles west of Interstate 35, 7.5 miles east of Highway 52
Requirements and Final Product:
• A business marketing strategy plan document
o All documents,plans,work completed under this proposal will become the
property of the City of Farmington upon completion.
• Coordination meetings with City staff
• Up to 3 public presentations to City Council and other advisory committees
Evaluation Criteria:
Proposals will be evaluated on the following factors with equal weight given to each one. The
City of Farmington has the right to reject any or all proposals without explanation.
(Total points possible— 100)
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• Proposer's ability and capacity to meet all Requests for Proposal conditions and
expectations as solely determined by the City's selection committee (10 points)
• The proposal meets the goals as outlined in the Request for Proposal (10 points)
• Value and price for services offered (10 points)
• Ability to complete the job in the time allotted(no later than October of 2013) (10
points)
• Prior satisfactory conclusion of similar work or evidence of specific experience regarding
marketing and branding strategies (10 points)
• Stated and demonstrated understanding of the scope of work being sought(10 points)
• A creative and unique approach to the proposal (40 points)
Because consulting services require the expenditure of CDBG funds,the City Council will make
the final determination of whether to authorize funds for this project.
The City does not guarantee selection of any vendor and reserves its right to reject all proposals.
Furthermore,the City may or may not accept the lowest price quotation and reserves the right to
select the proposal which best meets its needs and selection criteria.
RFP Timeline:
RFP Issue date—July 2, 2013
Proposals due—July 22, 2013
Interview consultant finalists—July 29-31,2013
City Council approval selecting consultant—August 5, 2013
Submission of Draft Final Plan to EDA—October 28, 2013
Approval of Final Plan by EDA—November 25, 2013
Submission of Final Plan to City Council—December 2, 2013
Submission Deadline:
• Six (6)hard copies of proposal and one (1) electronic version on CD or via email
including all attachments and supplemental information delivered to Farmington City
Hall no later than 4:30 p.m. on July 22, 2013:
Lee Smick
City Planner/Economic Development
City of Farmington
430 Third Street
Farmington, MN 55024
• All questions by prospective responders regarding this RFP should contact:
Lee Smick
lsmick @ci.farmington.mn.us
651-280-6820
• All potential respondents to this RFP will be notified if there are any substantial changes
to this document made during the submittal period.
7
EXHIBIT A: PROVISIONS FOR FEDERALLY FUNDED CONTRACTS
SPECIAL EQUAL OPPORTUNITY PROVISIONS
Activities and Contracts Not Subject to Executive Order 11246, as Amended
(Applicable to Federally assisted construction contracts and related subcontracts of $10,000 and
under.)
During the performance of this contract,the contractor agrees as follows:
(1) The Contractor shall not discriminate against any employee or applicant for employment
because of race, color,religion, sex, or national origin. The Contractor shall take affirmative
action to ensure that applicants for employment are employed,and that employees are treated
during employment, without regard to their race, color,religion,sex,or national origin. Such
action shall include, but not be limited to, the following: employment, upgrading, demotion,
or transfer;recruitment or recruitment advertising; layoff or termination;rates of pay or other
forms of compensation;and selection for training,including apprenticeship.
(2) The Contractor shall post in conspicuous places, available to employees and applicants for
employment, notices setting forth the provisions of this non-discrimination clause. The
Contractor shall state that all qualified applicants will receive consideration for employment
without regard to race,color,religion,sex,or national origin.
(3) Contractors shall incorporate the foregoing requirements in all subcontracts.
Executive Order 11245
(Applicable to Federally assisted contracts and related subcontracts of$10,000 and over.)
1. Section 202 Equal Opportunity Clause
During the performance of this contract,the contractor agrees as follows:
(A) The contractor will not discriminate against any employee or applicant for employment
because of race, color, religion, sex, or national origin. The contractor will take affirmative
action to ensure that applicants are employed, and that employees are treated during
employment,without regard to their race,color,religion, sex, or national origin. Such action
shall include, but not be limited to the following: employment, upgrading, demotion, or
transfer; recruitment, or recruitment advertising; layoff or termination, rates of pay or other
forms of compensation; and selection for training, including apprenticeship. The contractor
agrees to post in conspicuous places, available to employees and applicants for employment,
notices to be provided setting forth the provisions of this non-discrimination clause.
(B)The contractor will, in all solicitations or advertisements for employees placed by or on behalf
of the contractor,state that all qualified applicants will receive consideration without regard to
race,color,religion,sex,or national origin.
(C)The contractor will send to each labor union or representative of workers with which he has a
collective bargaining agreement or other contract or understanding, a notice advising the said
labor union or workers' representatives of the contractor's commitment under this section,
8
and shall post copies of the notice in conspicuous places available to employees and
applicants for employment.
(D)The contractor will comply with all provisions of Executive Order 11246 of September 24,
1965,and of the rules,regulations,and relevant orders of the Secretary of Labor.
(E) The contractor will furnish all information and reports required by Executive Order 11246 of
September 24, 1965, and by rules, regulations, and orders of the Secretary of Labor, or
pursuant thereto,and will permit access to his books,records,and accounts by the Department
and the Secretary of Labor for purposes of investigation to ascertain compliance with such
rules,regulations,and others.
(F) In the event of the contractor's non-compliance with the non-discrimination clauses of this
contract or with any of the said rules, regulations, or orders, this contract may be cancelled,
terminated, or suspended in whole or in part and the contractor may be declared ineligible in
part and the contractor may be declared ineligible for further Government contracts in
accordance with procedures authorized in Executive Order 11246 of September 24, 1965, or
by rule,regulation,or order of the Secretary of Labor,or as otherwise provided by law.
(G) The contractor will include the provisions of the sentence immediately preceding paragraph
(A) and the provisions of paragraphs (A)through (G) in every subcontract or purchase order
unless exempted by rules, regulations, or orders of the Secretary of Labor issued pursuant to
section 204 of Executive Order 11246 of September 24, 1965, so that such provisions will be
binding upon each subcontractor or vendor. The contractor will take such action with respect
to any subcontract or purchase order as the Department may direct as a means of enforcing
such provisions, including sanctions for non-compliance. Provided, however, that in the
event a contractor becomes involved in, or is threatened with, litigation with a subcontractor
or vendor as a result of such direction by the Department, the contractor may request the
United States to enter into such litigation to protect the interest of the United States.
2. Notice of Requirement for Affirmative Action to Ensure Equal Employment Opportunity
(Executive Order 11246).
(A) The Offer's or Bidder's attention is called to the "Equal Opportunity Clause" and the
"Standard Federal Equal Employment Opportunity Construction Contract Specifications"set
forth herein.
(B) The goals and timetables for minority and female participation,expressed in percentage terms
for the Contractor's aggregate workforce in each trade on all construction work in the covered
area,are as follows:
Goals for Women/Minority Participation 5%Overall
Timetables: N/A
These goals are applicable to all the Contractor's construction work (whether or not it is
Federal or federally assisted)performed in the covered area.
The Contractor's compliance with the Executive Order and the regulations in 41 CFR Part 60-
4 shall be based on its implementation of the Equal Opportunity Clause, specific affirmative
action obligations required by the specifications set forth in 41-CFR 60-4.3 (a),and its efforts
to meet the goals established for the geographical area where the contract resulting from this
9
solicitation is to be performed. The hours of minority and female employment and training
must be substantially uniform throughout the length of the contract,and in each trade,and the
contractor shall make a good faith effort to employ minorities and women evenly on each of
its projects. The transfer of minority or female employees or trainees from Contractor to
Contractor or from project to project for the sole purpose of meeting the Contractor's goals
shall be a violation of the contract, the Executive Order and the regulations in 41 CFR Part
60-4. Compliance with the goals will be measured against the total work hours performed.
(C) The Contractor shall provide written notification to the Director of the Office of Federal
Contract Compliance Programs within 10 working days of the award of any construction
subcontract in excess of$ 10,000 at any tier for construction work under the contract resulting
from this solicitation. The notification shall list the name, address and telephone number of
the subcontractor; employer identification number; estimated dollar amount of the
identification number; estimated dollar amount of the subcontract; estimated starting and
completion dates of the subcontract; and the geographical area in which the contract is to be
performed.
(D) As used in this Notice, and in the contract resulting form this solicitation,the"Covered Area"
is Dakota County,Minnesota.
3. Standard Federal Equal Employment Opportunity Construction Contract Specifications(Executive
Order 11246)
(A) As used in these specifications:
(1) "Covered area"means the geographical area described in the solicitation from which this
contract resulted;
(2) "Director" means Director, Office of Federal Contract Compliance Programs, United
States Department of Labor,or any person to whom the Director delegates authority;
(3) "Employer identification number"means the Federal Social Security number used on the
Employer's Quarterly Federal Tax Return,U.S.Treasury Department Form 941.
(4) "Minority"includes:
(a) Black (all persons having origins in any of the Black African racial groups not of
Hispanic origin);
(b) Hispanic (all persons of Mexican, Puerto Rican, Cuban, Central or South American
or other Spanish Culture or origin,regardless of race);
(c) Asian and Pacific Islander(all persons having origins in any of the original peoples
of the Far East,Southeast Asia,the Indian Subcontinent,or the Pacific Islands):and
(d) American Indian or Alaskan Native(all persons having origins in any of the original
peoples of North American and maintaining identifiable tribal affiliations through
membership and participation or community identification).
(B) Whenever the Contractor,or any subcontractor at any tier, subcontracts a portion of the work
involving any construction trade, it shall physically include in each subcontract in excess of
$10,000 the provisions of these specifications and the Notice which contains the applicable
goals for minority and female participation and which is set forth in the solicitations from
which this contract resulted.
10
(C) If the Contractor is participating(pursuant to 41 CFR 60-4.5) in a Hometown Plan approved
by the U.S. Department of Labor in the covered area either individually or through an
association,its affirmative action obligations on all work in the Plan area(including goals and
timetables) shall be in accordance with that for those trades which have unions participating
in the Plan. Contractors must be able to demonstrate their participation in and compliance
with the provisions of any such Hometown Plan. Each Contractor or subcontractor
participating in an approved Plan is individually required to comply with its obligations under
the EEO clause, and to make good faith effort to achieve each goal under the Plan in each
trade in which it has employees. The overall good faith performance by other Contractors or
Subcontractors toward a goal in an approved Plan does not excuse any covered Contractor's
or Subcontractor's failure to take good faith efforts to achieve the Plan goals and timetables.
(D) The Contractor shall implement the specific affirmative action standards provided in
paragraphs (G)(1)through (16) of these specifications. The goals set forth in the solicitation
from which this contract resulted are expressed as percentages of the total hours of
employment and training of minority and female employees the Contractor should reasonably
be able to achieve in each construction trade in which it has employees in the covered area.
The Contractor is expected to make substantially uniform progress toward its goals in each
craft during the period specified.
(E) Neither the provisions of any collective bargaining agreement,nor the failure by a union with
whom the Contractor has a collective bargaining agreement, to refer either minorities or
women shall excuse the Contractor's obligations under these specifications, Executive Order
11246,or the regulations promulgated pursuant thereto.
(F) In order for the non-working training hours of apprentices and trainees to be counted in
meeting the goals, such apprentices and trainees must be counted in meeting the goals, such
apprentices and trainees must be employed by the Contractor during the training period, and
the Contractor must have made a commitment to employ the apprentices and trainees at the
completion of their training,subject to the availability of employment opportunities. Trainees
must be trained pursuant to training programs approved by the U.S.Department of Labor.
(G) The Contractor shall take specific affirmative actions to ensure equal employment
opportunity. The evaluation of the Contractor's compliance with these specifications shall be
based upon its efforts to achieve maximum results from its actions. The Contractor shall
document these efforts fully,and shall implement affirmative action steps at least as extensive
as the following;
(1) Ensure and maintain a working environment free of harassment, intimidation, and
coercion at all sites,and in all facilities at which the Contractor's employees are assigned
to work. The Contractor shall specifically ensure that all foremen, superintendents, and
other on-site supervisory personnel are aware of and carry out the Contractor's obligation
to maintain such a working environment, with specific attention to minority or female
individuals working at such sites or in such facilities.
(2) Establish and maintain a current list of minority and female recruitment sources,provide
written notification to minority and female recruitment sources and to community
organizations when the Contractor or its unions have employment opportunities
available,and maintain a record of the organizations'responses.
(3) Maintain a current file of the names, addresses and telephone numbers of each minority
and female off-the-street applicant and minority or female referral from a union, a
recruitment source or community organization and of what action was taken with respect
to each such individual. If such individual was sent to the union hiring hall for referral
and was not referred back to the Contractor by the union or, if referred,not employed by
11
the Contractor, this shall be documented in the file with the reason therefor, along with
whatever additional actions the Contractor may have taken.
(4) Provide immediate notification to the Director when the union or unions with which the
Contractor has a collective bargaining agreement has not referred to the Contractor a
minority person or woman sent by the Contractor, or when the Contractor has other
information that the union referral process has impeded the Contractor's efforts to meet
its obligations.
(5) Develop on-the-job training opportunities and/or participate in training programs for the
area which expressly include minorities and women, including upgrading programs and
apprenticeship needs, especially those programs funded or approved by the Department
of Labor. The Contractor shall provide notice of these programs to the sources compiled
under(G)(2)above.
(6) Disseminate the Contractor's EEO policy by providing notice of the policy to unions and
training programs and requesting their cooperation in assisting the Contractor in meeting
its EEO obligations; by including it in any policy manual and collective bargaining
agreement; by publicizing it in the company newspaper, annual report, etc.; by specific
review of the policy with all management personnel and with all minority and female
employees at lease once a year; and by posting the company EEO policy on bulletin
boards accessible to all employees at each location where construction work is
performed.
(7) Review, at least annually, the company's EEO policy and affirmative action obligations
under these specifications with all employees having any responsibility for hiring,
assignment, layoff,termination or other employment decisions including specific review
of these items with onsite supervisory personnel such as Superintendents, General
Foremen, etc., prior to the initiation of construction work at any job site. A written
record shall be made and maintained identifying the time and place of these meetings,
persons attending,subject matter discussed,and disposition of the subject matter.
(8) Disseminate the contractor's EEO policy externally be including it any advertising in the
news media, specifically including minority and female news media, and providing
written notification to and discussing the Contractor's EEO policy with other Contractors
and Subcontractors with whom the Contractor does or anticipates doing business.
(9) Direct its recruitment efforts, both oral and written, to minority, female and community
organizations, to schools with minority and female students and to minority and female
recruitment and training organizations serving the Contractor's recruitment area and
employment needs. Not later than one month prior to the date for the acceptance of
applications for apprenticeship or other training by any recruitment source,the Contractor
shall send written notification to organizations such as the above, describing the
openings,screening procedures,and tests to be used in the selection process.
(10)Encourage present minority and female employees to recruit other minority persons and
women and,where reasonable,provide after school,summer and vacation employment to
minority and female youths both on the site and in other areas of a Contractor's work
force.
(11)Validate all tests and other selection requirements where there is an obligation to do so
under 41 CFR part 60-3.
12
(12)Conduct,at least annually, an inventory and evaluation at least of all minority and female
personnel for promotional opportunities and encourage these employees to seek or to
prepare for,through appropriate training,etc.,such opportunities.
(13)Ensure that seniority practices,job classifications, work assignments and other personnel
practices,do not have a discriminatory effect by continually monitoring all personnel and
employment related activities to ensure that the EEO policy and the Contractor's
obligations under these specifications are being carried out.
(14)Ensure that all facilities and company activities are non-segregated except that separate or
single-user toilet and necessary changing facilities shall be provided to assure privacy
between the sexes.
(15)Document and maintain a record of all solicitations of offers for subcontracts from
minority and female construction contractors and suppliers, including circulation of
solicitations to minority and female contractor associations and other business
associations.
(16)Conduct a review, at least annually, of all supervisors' adherence to and performance
under the Contractor's EEO policies and affirmative action obligations.
(H) Contractors are encouraged to participate in voluntary associations which assist in fulfilling
one or more of their affirmative action obligations [(G)(1) through (16)]. The efforts of a
contractor association,joint contractor-union, contractor-community, or other similar groups
of which the contractor is a member and participant, may be asserted as fulfilling any one or
more of its obligations as enumerated above provided that the Contractor actively participates
in the group, makes every effort to assure that the group has a positive impact on the
employment of minorities and women in the industry,ensures that the concrete benefits of the
program are reflected in the Contractor's minority and female workforce participation,makes
a good faith effort to meet its individual goals and timetables, and can provide access to
documentation which demonstrates the effectiveness of actions taken on behalf of the
Contractor.
(I) A single goal for minorities and a separate single goal for women have been established. The
Contractor, however, is required to provide equal employment opportunity and to take
affirmative action for all minority groups, both male and female, and all women, both
minority and non-minority.Consequently,the Contractor may be in violation of the Executive
Order if a particular group is employed in a substantially disparate manner(for example,even
though the Contractor has achieved its goals for women generally, the Contractor may be in
violation of the Executive Order if a specific minority group of women is underutilized).
(J) The Contractor shall not use the goals and timetables or affirmative action standards to
discriminate against any person because of race,color,religion,sex,or national origin.
(K) The Contractor shall not enter into any subcontract with any person or firm debarred from
Government contracts pursuant to Executive Order 11246.
(L) The Contractor shall carry out such sanctions and penalties for violation of these
specifications and of the Equal Opportunity Clause, including suspension, termination and
cancellation of existing subcontracts as may be imposed or ordered pursuant to Executive
Order 11246,as amended,and its implementing regulations,by the Office of Federal Contract
Compliance Programs. Any Contractor who fails to carry out such sanctions and penalties
shall be in violation of these specifications and Executive Order 11246,as amended.
(M)The Contractor, in fulfilling its obligations under these specifications, shall implement
specific affirmative action steps, at least as extensive as those standards prescribed in
13
paragraph (G) of these specifications, so as to achieve maximum results from its efforts to
ensure equal employment opportunity. If the Contractor fails to comply with the
requirements of the Executive Order, the implementing regulations, or these specifications,
the Director shall proceed in accordance with 41 CFR 60-4.8.
(N) The Contractor shall designate a responsible official to monitor all employment related
activity to ensure that the company EEO policy is being carried out,to submit reports relating
to the provisions hereof as may be required by the Government and to keep records. Records
shall at least include for each employee the name, address, telephone numbers, construction
trade, union affiliation if any, employee identification number assigned, social security
number, race, sex, status (e.g., mechanic, apprentice trainee, helper, or laborer), dates of
changes in status, hours worked per week in the indicated trade, rate of pay, and locations at
which the work was performed. Records shall be maintained in an easily understandable and
retrievable form; however, to the degree that existing records satisfy this requirement,
contractors shall not be required to maintain separate records.
(0) Nothing herein provided shall be constructed as a limitation upon the application of other
laws which establish different standards of compliance or upon the application of
requirements for the hiring of local or other area residents(e.g.,those under the Public Works
Employment Act of 1977 and the Community Development Block Grant Program).
4. Segregated Facilities
The Contractor or Subcontractor will not maintain any facility which is provided for their
employees in a segregated manner or permit their employees to perform their services at any
location under their control where segregated facilities are maintained except that separate or
single user toilet and necessary changing facilities shall be provided to assure privacy between the
sexes.
Section 503 Handicapped
(Applicable to Federally assisted contracts and related subcontracts if$2,500 or over.)
1. Affirmative Action for Handicapped Workers
(A) The Contractor will not discriminate against any employee or applicant for employment because
of physical or mental handicap in regard to any position for which the employee or applicant for
employment is qualified. The Contractor agrees to take affirmative action to employ, advance in
employment and otherwise treat qualified handicapped individuals without discrimination based
upon their physical or mental handicap in all employment practices such as the following:
employment,upgrading,demotion or transfer,recruitment,advertising,layoff or termination,rates
of pay or other forms of compensation,and selection for training,including apprenticeship.
(B) The Contractor agrees to comply with the rules, regulations, and relevant orders of the Secretary
of Labor issued pursuant to the Act.
(C) In the event of the Contractor's noncompliance with the requirements of this clause, actions for
noncompliance may be taken in accordance with the rules, regulations, and relevant orders of the
Secretary of Labor issued pursuant to the Act.
(D) The Contractor agrees to post in conspicuous places, available to employees and applicants for
employment, notices in a form to be prescribed by the Director, provided by or through the
contracting officer. Such notices shall state the Contractor's obligation under the law to take
affirmative action to employ and advance in employment qualified handicapped employees and
applicants for employment,and the rights of applicants and employees.
14
(E) The Contractor shall notify each labor union or representative of workers with which it has a
collective bargaining agreement or other contract understanding, that the Contractor is bound by
the terms of Section 503 of the Rehabilitation Act of 1973, and is committed to take affirmative
action to employ and advance in employment physically and mentally handicapped individuals.
(F) The Contractor will include the provisions of this clause in every subcontract or purchase order of
$2,500 or more unless exempted by rules, regulations, or orders of the Secretary issued pursuant
to Section 503 of the Act, so that such provisions will be binding upon each subcontractor or
vendor. The Contractor will take such action with respect to any subcontract or purchase order as
the Director of the Office of Federal Contract Compliance Programs may direct to enforce such
provisions,including action for non-compliance.
Section 402 Veterans of the Vietnam Era
(Applicable to Federally assisted contracts and related subcontracts of$10,000 or over.)
1. Affirmative Action for Disabled for Disabled Veterans and Veterans of the Vietnam Era
(A) The Contractor will not discriminate against any employee or applicant for employment because
he or she is a disabled veteran or veteran of the Vietnam Era in regard to any position for which
the employee or applicant for employment is qualified. The Contractor agrees to take affirmative
action to employ, advance in employment and otherwise treat qualified disabled veterans and
veterans of the Vietnam Era without discrimination based upon their disability or veteran status in
all employment practices such as the following: employment upgrading, demotion or transfer,
recruitment, advertising, layoff or termination, rates of pay or other forms of compensation, and
selection for training,including apprenticeship.
(B) The Contractor agrees that all suitable employment openings of the Contractor which exist at the
time of the execution of this contract and those which occur during the performance of this
contract, including those not generated by this contract and including those occurring at an
establishment of the Contractor other than the one wherein the contract is being performed but
excluding those of independently operated corporate affiliates, shall be listed at an appropriate
local office of the State employment service system wherein the opening occurs. The Contractor
further agrees to provide such reports to such local office regarding employment openings and
hires as may be required.
State and local government agencies holding Federal contracts of$10,000 or more shall also list
all their suitable openings with the appropriate office of the State employment service,but are not
required to provide those reports set forth in paragraphs(D)and(E).
(C) Listing of employment openings with the employment service system pursuant to this clause shall
be made at least concurrently with the use of any other recruitment source or effort and shall
involve the normal obligations which attach to the placing of a bona fide job order, including the
acceptance of referrals for veterans and non-veterans. This listing of employment openings does
not require the hiring of any particular job applicant or from any particular group of job applicants,
and nothing herein is intended to relieve the Contractor from any requirements in Executive
Orders or regulations regarding non-discrimination in employment.
(D) The reports required by paragraph (B)of this clause shall include,but not be limited to, periodic
reports which shall be filed at lease quarterly with the appropriate local office or, where the
Contractor has more than on hiring location in a State, with the central office of the State
employment service. Such reports shall indicate for each hiring location (1) the number of
individuals hired during the reporting period, (2) the number of non-disabled veterans of the
Vietnam era hired, (3)the number of disabled veterans of the Vietnam era hired, and(4)the total
number of disabled veterans hired. The reports should include covered veterans hired for on-the-
15
job training under 38 U.S.C. 1787. The Contractor shall submit a report within 30 days after the
end of each reporting period wherein any performance is made on this contract identifying data for
each hiring location. The Contractor shall maintain at each hiring location copies of the reports
submitted until the expiration of one year after final payment under the contract, during which
these reports and related documentation shall be made available,upon request,for examination by
any authorized representatives of the contracting officer or of the Secretary of Labor.
Documentation would include personnel records respecting job openings, recruitment and
placement.
(E) Whenever the Contractor becomes contractually bound to the listing provisions of this clause, it
shall advise the employment service system in each State where it has establishments of the name
and location of each hiring location in the State. As long as the Contractor is contractually bound
to these provisions and has so advised the State system,there is no need to advise the State system
when it is no longer bound by this contract clause.
(F) This clause does not apply to the listing of employment openings which occur and are filled
outside the 50 states,the District of Columbia,Puerto Rico,Guam and the Virgin Islands.
(G) The provision of paragraphs (B), (C), (D), and (E) of this clause do not apply to openings which
the Contractor proposes to fill from within his own organization or to fill pursuant to a customary
and traditional employer-union hiring arrangement. This exclusion does not apply to a particular
opening once an employer decides to consider applicants outside of his own organization or
employer-union arrangement for that opening.
(H) As used in this clause:
(1) "All suitable employment openings" includes, but is not limited to openings which occur in
the following job categories: Production and non-production; plan and office; laborers and
mechanics; supervisory and non-supervisory; technical; and executive administrative, and
professional openings that are compensated on a salary basis of less than $ 25,000 per year.
This term includes full time employment, temporary employment of more than 3 days
duration, and part-time employment. It does not include openings which the contractor
proposes to fill from within his own organization or to fill pursuant to a customary and
traditional employer-union hiring arrangement nor openings in an educational institutions
which are restricted to students of that institution. Under the most compelling circumstances
an employment opening may not be suitable for listing, including such situations where the
needs of the Government cannot reasonably be otherwise supplied, where listing would be
contrary to national security, or where the requirement of listing would otherwise not be in
the best interest of the Government.
(2) "Appropriate office of the State employment service system" means the local office of the
Federal-State national system of public employment offices with assigned responsibility for
serving the areas where the employment opening is to be filled, including the District of
Columbia,Guam,Puerto Rico,and the Virgin Islands.
(3) "Openings which the Contractor proposes to fill from within his own organization" means
employment openings for which no consideration will be given to persons outside the
Contractor's organization (including any affiliates, subsidiaries, and the parent companies)
and includes any openings which the Contractor proposes to fill from regularly established
"recall"lists.
(4) "openings which the Contractor proposes to fill pursuant to a customary and traditional
employer-union hiring arrangement" means employment openings which the Contractor
proposes to fill from union halls, which is part of the customary and traditional hiring
relationship which exists between the Contractor and representatives of his employees.
16
(I) The Contractor agrees to comply with the rules, regulations, and relevant orders of the Secretary
of Labor issued pursuant to the act.
(J) In the event of the Contractor's non-compliance with the requirements of this clause, actions for
non-compliance may be taken in accordance with the rules,regulations, and relevant orders of the
Secretary of Labor issued pursuant to the act.
(K) The Contractor agrees to post in conspicuous places, available to employees and applicants for
employment, notices in a form to be prescribed by the Director, provided by or through the
contracting officer. Such notice shall state the Contractor's obligation under the law to take
affirmative action to employ and advance in employment qualified disabled veterans and veterans
of the Vietnam era,and the rights of applicants and employees.
(L) The Contractor will notify each labor union or representative of workers with which it has a
collective bargaining agreement or other contract understanding, that the contractor is bound by
the terms of the Vietnam Era Veterans Readjustment Assistance Act, and is committed to take
affirmative action to employ and advance in employment qualified disabled veterans and veterans
of the Vietnam Era.
(M)The Contractor will include the provisions of this clause in every subcontract or purchase order of
$ 10,000 or more unless exempted by rules,regulation, or orders of the Secretary issued pursuant
to the Act, so that such provisions will be binding upon each subcontractor or vendor. The
Contractor will take such action with respect to any subcontract or purchase order as the Director
of the Office of Federal Contract Compliance Programs may direct to enforce such provisions,
including action for noncompliance.
Section 109 of the Housing and Community Development Act of 1974.
1. No person in the United States shall on the grounds of race, color, national origin, or sex be excluded
from participation in,be denied the benefits of,or be subjected to discrimination under any program or
activity funded in whole or in part with funds made available under this title.
"Section 3" Compliance in the Provision of Training, Employment and Business
Opportunities
1. The work to be performed under this contract is on a project assisted under a program providing direct
Federal financial assistance from the Department of Housing and Urban Development and is subject to
the requirements of Section 3 of the Housing and Urban Development Act of 1968, as amended, 12
U.S.C. 1701u. Section 3 requires that to the greatest extent feasible opportunities for training and
employment be given lower income residents of the project area and contracts for work in connection
with the project be awarded to business concerns which are located in, or owned in substantial part by
persons residing in the area of the project.
2. The parties to this contract will comply with the provisions of said Section 3 and the regulations issued
pursuant thereto by the Secretary of Housing and Urban Development set forth in 24 CFR, Part 135
and all applicable rules and orders of the Department issued thereunder prior to the execution of this
contract. The parties to this contract certify and agree that they are under no contractual or other
disability which would prevent them from complying with these requirements.
3. The Contractor will send to each labor organization or representative of workers with which he has a
collective bargaining agreement or other contract or understanding, if any, a notice advising the said
labor organization of workers representative of his commitments under this Section 3 clause and shall
17
post copies of the notice in conspicuous places available to employees and applicants for employment
or training.
4. The Contractor will include this Section 3 clause in every subcontract for work in connection with the
project and will, at the direction of the applicant for or recipient of Federal financial assistance, take
appropriate action pursuant to the subcontract upon a finding that the subcontractor is in a violation of
regulations issued by the Secretary of Housing and Urban Development, 24 CFR Part 135. The
Contractor will not subcontract with any subcontractor where it has notice or knowledge that the latter
has been found in violation of regulations under 24 CFR Part 135 and will not let any subcontract
unless the subcontractor has first provided it with a preliminary statement of ability to comply with the
requirements of these regulations.
5. Compliance with the provisions of Section 3, the regulations set forth in 24 CFR Part 135, and all
applicable rules and orders of the Department issued hereunder prior to the execution of the contract,
shall be a condition of the Federal financial assistance provided to the project, binding upon the
applicant or recipient for such assistance, its successors and assigns. Failure to fulfill these
requirements shall subject the applicant or recipient, its contractors and subcontractors, its successors
and assigns to those sanctions specified by the grant or loan agreement or contract through which
Federal assistance is provided,and to such sanctions as are specified by 24 CFR Part 135.
H. CERTIFICATION OF COMPLIANCE WITH AIR AND WATER ACTS
(Applicable to Federally assisted construction contracts and related subcontracts exceeding $ 100,000)
A. Compliance with Air and Water Acts
During the performance of this contract, the Contractor and all subcontractors shall comply with the
requirements of the Clean Air Act, as amended, 42 USC 1251 et seq., and the regulations of the
Environmental Protection Agency with respect thereto,at 40 CFR Part 15,as amended.
In addition to the foregoing requirements,all non-exempt contractors and subcontractors shall furnish to the
owner,the following:
(1) A stipulation by the Contractor or subcontractors,that any facility to be utilized in the performance of
any non-exempt contract or subcontract, is not listed on the list of Violating Facilities issued by the
Environmental Protection Agency(EPA)pursuant to 40 CFR 15.20.
(2) Agreement by the Contractor to comply with all the requirements of Section 114 of the Clean Air Act,
as amended (42 USC 1857c-8) and Section 308 of the Federal Water Pollution Control Act, as
amended, (33 USC 1318)relating to inspection,monitoring, entry,reports and information, as well as
all other requirements specified in said Section 114 and Section 308,and all regulations and guidelines
issued thereunder.
(3) A stipulation that as a condition for the award of the contract, prompt notice will be given of any
notification received from the Director, Office of Federal Activities, EPA, indicating that a facility
utilized, or to be utilized for the contract, is under consideration to be listed on the EPA List of
Violating Facilities.
(4) Agreement by the Contractor that he will include, or cause to be included, the criteria and
requirements in paragraph (1) through (4) of this section in every non-exempt subcontract and
requiring that the Contractor will take such action as the Government may direct as a means of
enforcing such provisions.
III. CERTIFICATION FOR CONTRACTS, GRANTS, LOANS, AND COOPERATIVE
AGREEMENTS
18
The undersigned certifies to the best of his or her knowledge and belief,that:
No Federally appropriated funds have been paid or will be paid, by or on behalf of the
undersigned, to any person for influencing or attempting to influence an officer or employee
of any agency, a Member of Congress, an officer or employee of Congress in connection with
the awarding of any Federal Contract, the making of any Federal grant, the making of any
Federal loan, the entering into of any cooperative agreement, and the extension,
continuation, renewal, amendment, or modification of any Federal contract, grant, loan, or
cooperative agreement.
If any funds other than Federally appropriated funds have been paid or will be paid or will be paid
to any person for influencing or attempting to influence an officer or employee of any agency,
a Member of Congress, an officer or employee of Congress, or an employee of a Member of
Congress in connection with this Federal contract, grant, loan, or cooperative agreement, the
undersigned shall complete and submit Standard Form —LLL, "Disclosure Form to Report
Lobbying,"in accordance with its instructions.
•
The undersigned shall require that the language of this certification be included in the award
documents for all sub-awards at all tiers (including subcontract, sub-grant, and contracts
under grants, loans, and cooperative agreements) and that all sub-recipients shall certify and
disclose accordingly.
This certification is a material representation of fact upon which reliance was placed when this transaction
was made or entered into. Submission of this certification is a pre-requisite for making or entering into this
transaction imposed by Section 1332, Title 31, U.S. Code. Any person who fails to file the required
certification shall be subject to a civil penalty of not less than$ 10,000 and not more than $ 100,000 for
each such failure.
STANDARD ASSURANCES
1. NON-DISCRIMINATION. During the performance of this Contract, the Contractor shall not unlawfully
discriminate against any employee or applicant for employment because of race, color, creed, religion, sex, national origin,
disability,sexual orientation,age,marital status or public assistance status. The Contractor will take affirmative action to ensure
that applicants are employed and that employees are treated during employment without unlawful discrimination because of their
race,color,creed,religion,sex,national origin,disability,sexual orientation,age,marital status or public assistance status. Such
action shall include, but not be limited to the following: employment, upgrading, demotion, or transfer; recruitment or
recruitment advertising;layoff or termination;rates of pay or other forms of compensation;and selection for training,including
apprenticeship. The Contractor agrees to post in conspicuous places, available to employees and applicants for employment,
notices which set forth the provisions of this nondiscrimination clause.
The Contractor will, in all solicitations or advertisements for employees placed by or on behalf of Contractor,state that all
qualified applicants will receive consideration for employment without regard to race,creed,color,religion,sex,national origin,
disability,sexual orientation,age,marital status,or public assistance status.
No funds received under this Contract shall be used to provide religious or sectarian training or services.
The Contractor shall comply with any applicable federal or state law regarding non-discrimination. The following list
includes,but is not meant to limit,laws which may be applicable:
A. The Equal Employment Opportunity Act of 1972, as amended, 42 U.S.C. §2000e et seg. which prohibits
discrimination in employment because of race,color,religion,sex or national origin.
B. Executive Order 11246,as amended,which is incorporated herein by reference,and prohibits discrimination by U.S.
Government contractors and subcontractors because of race,color,religion,sex or national origin.
19
C. The Rehabilitation Act of 1973,as amended, 29 U.S.C. §701 et m. and 45 C.F.R. 84.3 (J)and(K) implementing
Sec. 504 of the Act which prohibits discrimination against qualified handicapped persons in the access to or participation in
federally-funded services or employment.
D. The Age Discrimination in Employment Act of 1967,29 U.S.C. §621 et semc.as amended,and Minn.Stat. § 181.81,
which generally prohibit discrimination because of age.
E. The Equal Pay Act of 1963,as amended, §29 U.S.C. §206,which provides that an employer may not discriminate
on the basis of sex by paying employees of different sexes differently for the same work.
F. Minn. Stat. Ch. 363, as amended, which generally prohibits discrimination because of race, color, creed, religion,
national origin,sex,marital status,status with regard to public assistance,disability,sexual orientation or age.
G. Minn.Stat. 5 181.59 which prohibits discrimination against any person by reason of race,creed,or color in any state
or political subdivision contract for materials, supplies or construction. Violation of this section is a misdemeanor and any
second or subsequent violation of these terms may be cause for forfeiture of all sums due under the Contract.
H. Americans with Disabilities Act of 1990,42 U.S.C.§§ 12101 through 12213,47 U.S.C.§§225,611,with regulations
at 29 C.F.R. § 1630,which prohibits discrimination against qualified individuals on the basis of a disability in term,condition or
privilege of employment.
2. DATA PRIVACY. For purposes of this Contract all data created, collected,received, stored, used, maintained,or
disseminated by Contractor in the performance of this Contract is subject to the requirements of the Minnesota Government Data
Practices Act,Minn.Stat.Chapter 13 and the Minnesota Rules implementing the Act now in force or hereafter adopted as well as
the Federal laws on data privacy,and Contractor must comply with those requirements as if it were a governmental entity. The
remedies in section 13.08 apply to the Contractor. Contractor does not have a duty to provide access to public data to the public
if the public data are available from the governmental agency (CDA), except as required by the terms of this Contract. All
subcontracts shall contain the same or similar data practices compliance requirements.
3. RECORDS DISCLOSURE/RETENTION. Contractor's bonds,records,documents,papers,accounting procedures
and practices,and other evidences relevant to this Contract are subject to the examination,duplication,transcription and audit by
the CDA and either the Legislative or State Auditor,pursuant to Minn. Stat. § 16C.05,subd.5. Such evidences are also subject
to review by the Comptroller General of the United States,or a duly authorized representative, if federal funds are used for any
work under this Contract. The Contractor agrees to maintain such evidences for a period of six(6)years from the date services or
payment were last provided or made or longer if any audit in progress requires a longer retention period.
4. WORKER HEALTH,SAFETY AND TRAINING. Contractor shall be solely responsible for the health and safety
of its employees in connection with the work performed under this Contract. Contractor shall make arrangements to ensure the
health and safety of all subcontractors and other persons who may perform work in connection with this Contract. Contractor
shall ensure all personnel of Contractor and subcontractors are properly trained and supervised and, when applicable, duly
licensed or certified appropriate to the tasks engaged in under this Contract. Each Contractor shall comply with federal,state and
local occupational safety and health standards,regulations and rules promulgated pursuant to the Occupational Health and Safety
Act which are applicable to the work to be performed by Contractor.
20
Lakeville, _Minnesota
BUSINESS MARKETING STRATEGY REPORT
MARCH 2012
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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 fastes 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 BUSIHIE5 H,=-,BUS G Si F<� 1=r,Y F:SPOR 2
years
Acknowledgements
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 Member
Sheila Longie,Economic Development Member
Jeanne Marie Huffer,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. •L/p f�/I ke/I
• A place that is progressive with room to grow. D_y
• Having a lot of dimension,it is NOT just a bedroom community. W I �j�S ;l
• Having a level of sophistication W
• Having many communities:downtown,uptown,Industrial Park,etc. Lakeville is err) I'M1 lin
a"Collection of Villages."
• A family community.
• A quality community that wants quality growth.
3 BUSINESS MARKETING STRATEGY REPORT 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 ( BUSINESS MARKETING STRATEGY REPORT 4
1FL
years
• 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"
5 BUSINESS MARKETING STRATEGY REPORT I Lakeville, Minnesota
lB
years
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
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 l BUSINESS MARKETING STRATEGY REPORT 6
years
Implementation Strategy__
Print Media
Recommendation: Implement Tagline,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 1/4 to Vi 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.
7 BUSINESS MARKETING STRATEGY REPORT I Lakeville, Minnesota
lU
years
Digital Media
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.
Recommendation: Track Analytics on the Site
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
1s
years
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-
9 BUSINESS MARKETING STRATEGY REPORT I Lakeville, Minnesota
*14
years
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
lB
years.
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.
11 BUSINESS MARKETING STRATEGY REPORT I Lakeville, Minnesota
yeah`
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
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.
l.cik(1)///e, A1iiiiicsotcl 12
le
years
Launching the Identity
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.
13 BUSINESS MARKETING STRATEGY REPORT I Lakeville, Minnesota
lU
years
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
Initiate 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 MARKET,NG STRATEGY REPORT 14
rimia\s‘, ,
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PLAN. PRESERVE. PROMOTE.
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COMMUNITY BRANDING GUIDE
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Lakeville, Minnesota
BRAND STATEMENT
le
years
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.
17 BUSINESS MARKETING STRATEGY REPORT I Lakeville, Minnesota
, R
Branding Approval
InordertoensureconsistentuseoftheLakevillebrand,
weaskthatyousubmitasampleofeachprojectforap-
proval.Pleasespecifyyourdeadlinerequirements.We
will reply promptly to your request for approval.
•
Lakeville
vini
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Positioned to Thrive.
•
Lakeville Lakeville, Minnesota
Positioned to Thrive
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Lakeville, Minnesota 1 1 1 I ' T I 18
-1.€4.
years
Logo Size & Spacing
ThesizeandspacingoftheLakevillebrandisimportantinensuringthat
thelogoisdisplayedisapositiveandconsistentwayandhelpstorein-
forcethebrand Thelogoshouldalwayshaveenoughopenspacearoundit
tohaveaclearandcleanimpact.The"L"shouldbeusedasthemeasure-
ment guide for this open space.
In order to preserve legibility,maintain a minimum of.5"height.
L
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10"...
Lakille
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19 RUc-INESS MARKE FINE =. ( PA ■ EC`r REPORT I Lakeville, Minnesota
Incorrect Usage
Thesearesomeexamplesofimproperways
of presenting the Lakeville brand.
II At4
Lakeville, Minnesota m Lakeville, Minnesota
Positioned to Thrive Lakeville Positioned to Thrive
0 Change Colors 0 Scale Elements
Ik'� esot<a l4 �, Lakeville, Minnesota
L�if�Qe101Qa rll�� �c ,
Posl I*nod to Throve e11, Positioned to Thrive
0 Outline Elements 0 Rotate Elements
Lakeville
Lcskeville Lakeville, Minnesota
Positioned to Thrive
Lakeville, Minnesota
Positioned to Thrive
0 Stretch tha Logo 0 Mir Element
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0 Use Photographic Backgrounds 0 Use as a Wallpaper
Lakeville, Minnesota 1 h,; i .L F r r,', ' t k/ ` . Y ,r k' I 20
-1€ L.
years
Typography
To add consistency to the logo,The following fonts
have been chosen as the approved typefaces. I M P C)R T A N T
InstallingOpentypeorTruetype
abcdefghijklmnopqrstuvwxyz Fonts in Windows:
ABCDEFGHIJKLM Werecommendinstallingonlyone
format-OpenType,TrueType,or
N O P Q R S T U V W X Y Z PostScript-ofafont.lnstallingtwo
or moreformatsofthesamefont
123456789 maycauseproblemswhenyoutryto
use.view,or print the font.
ChooseStart>Settings>Control
Minion Pro Panel.Note:InWindowsXPchoose
Start>Control Panel Dou ble-click
the Fonts folder.Choose File>
a b c d e f g h i j k l m n o p g r s Install New Font.Locatethefonts
youwantto install.lnthedrivers
t u V W X y z list,selectthedriveandthefolder
7 containingthefontsyouwantto
ABCDEFGHIJKLM install.In the Folders list,selecta
folderthatcontainsthefontsyou
N O P Q R S T U V W X Y Z wanttoinstall.(Makesureyouhave
unzippedthemfirst.)Thefontsin
123456789 the folder appear under List of
Gotham Bold Fonts.
Selectthefontstoinstall.Toselect
morethanonefont,holddownthe
CTRL key and click each font.
TocopythefontstotheFontsfolder,
make sure the Copy fonts to the
Fontsfoldercheckboxisselected.
Note:If installing fonts from a
floppyd iskoraCD-ROM,youshou ld
make sure this check box is
selected.Otherwise,tousethefonts
in your applications,you must
always keep the disk in the disk
drive.
Click OK to install the fonts.
21 _`it, - .-,- - 1'. - ' c(;s, L,c-, 0 H I I Lakeville, Minnesota
\ t \t
Additional Graphic Elements
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.
22
Lakeville, Minnesota F<F F.,F< T
years
Advertising
Thereareseveralfundamentaldesignstrategiesthatwillallowforcon-
nectionstobemadewhileal soal lowingyourbusi nesstorei nforceitsown
identity.Theuseofcleandesign,similarcolorpalettes,andaconsistent
logoelementcancreateanindependentlymanagedbrandingcampaign.
Thefollowingpagesshowsomeofthedesignfundamentalsthatwill be
importanttousewhencreatingyou rads.Advertisi ngexpertDavidOgilvy
devisedanadlayoutformulaforsomeofhismostsuccessfuladsthatbe-
cameknownastheOgilvy.Theillustrationonthispageisthebasicdesign
thatfollowstheclassicvisual,headline,caption,copy,signatureformat.
From this basic ad layout,other variations are derived.
Trychangingthemargins,fonts,leading,sizeoftheinitialcap,sizeofthe
visual,andplacingthecopyincolumnstocustomizethebasicformatof
this ad layout.
Visual atthetopofthepage.lfyouareusingaphoto,bleedittotheedge
of the page or ad space for maximum impact. ''
For photos, place a descriptive caption below
Put your headline next.
Followwithyourmainadcopy.Consideradropcapasalead-intohelp
draw the reader into the copy.
Placeyourcontactinformation(signature)inthelowerrig htcorner.That's
generallythelastplaceareaderseyegravitatestowhenreadinganad. How well do you know your
customers?
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25 BUSINESS MARKETING STRATEGY REPORT I Lakeville, Minnesota
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a4-II-Mitt,. City of Farmington
y = 430 Third Street
`,,, r Farmington, Minnesota
a.y�
s 651.280.6800•Fax 651.280.6899
141•A PROM'S
www ci.farmington.mn.us
TO: EDA Members
FROM: Lee Smick,AICP CNU-A
City Planner/Economic Development
SUBJECT: Budget Requests for 2014
DATE: June 24,2013
INTRODUCTION/DISCUSSION
City staff is proposing budget items for the 2014 budget. The EDA will once again receive approximately$50,000 next
year. Money will be available in June and December in 2014. Remaining money from the 2013 budget is unknown at
this time; however, staff feels it is important to discuss budget requests for future expenditures. The following list shows
the requests and benefits of the request:
Open to Business- $5,000—The project will be in its second year and the same funding amount is proposed.
Marketing Items-$3,500—This entails the printing of brochures, pens, and other marketing items to hand out to potential
business leaders. This budget would also provide money for the printing of banners for trade shows, seminars,and
conferences to market Farmington to the region. Additionally, advertising opportunities in trade magazines such as
Minnesota Business would provide further outreach of our community.
Professional Services:
Consultant- $350—This entails the hiring of ad consultants to design marketing messages.This amount is proposed for
the 2014 budget.
Other-$650—Additional needs under Professional Services.This amount is proposed for the 2014 budget.
Cellular Phone Service—$250-Provides dedicated phone number to Economic Development staff for existing and
potential businesses.
Dues and Subscriptions:
Farmington Independent-$65/year—The newspaper is dedicated to Economic Development for copies of articles.
Minneapolis St. Paul Business Journal-$97/year—Provides the latest in Minnesota business news.
Positively MN Marketing Partnership- $540/year—The partnership provides the following opportunities: attend
Marketing Partnership meetings; participate in special projects and task forces; access Positively Minnesota Executive
Committee members who determine strategy; increase your organization's visibility; attend,exhibit,and network at
highly selective trade shows and conferences; meet decision-makers at small, private dinners and receptions;build long-
term relationships attending a wide variety of Positively Minnesota events;claim one of four free monthly passes to
CoreNet Global Midwest Chapter meeting. (See attachment Exhibit A).
International Economic Development Council(IEDC)membership- $395/year—Provides training opportunities in
economic development, sponsorship opportunities at conferences,and data assistance for the latest trends in economic
development. (See attachment Exhibit B).
Training and Subsistence:
EDAM Membership&Conference-$840—Includes$250 membership and two EDAM conferences(winter and
summer)at$295 each. In 2013, $445 was budgeted. (See attachment Exhibit C).
Broker/Site Selector Conferences-$750—Provides six conferences at$125 each.(See attachment D).
IEDC Training—$1,840—Provides three courses to complete training for Certified Economic Development. A total of
six courses are required and three courses were completed in 2013. Testing is proposed for July
Chamber Events- $100—Dakota County Regional Chamber has a number of training sessions and Breakfast with
Champions seminars. A total of$35 was budgeted in 2013.
Subsistence- $1,000—This category is provided for hotel stays, food, and essentials. A total of$500 is proposed for the
2014 budget. Hotel stays are typically $200 each.
Mileage Reimbursement- $400—A total of$200 is currently proposed for the 2014 budget.
The total cost for the items above as proposed is$15,077. Staff will discuss the budget requests at the meeting so that the
EDA may determine if the item will remain in the proposed 2014 budget. Additionally,the EDA has been discussing an
incentive program of$15,000. Further incentive discussions will take place at the meeting under a separate memo.
ACTION REQUESTED
Review the attached information and determine if the EDA will support the requests.
Respectfully submitted,
411P .40'
Lee Smick,AICP CNU-A
City Planner/Economic Development
Join Positively Minnesota Page 1 of 1
_,41. POSITIVELY eX.
tifrNe5firk,
Department of Employment and Economic Development
Join Positively Minnesota
Here are just a few of the many benefits of joining the Positively Minnesota Marketing Partnership.
Influence Minnesota's economic development marketing strategy
• Attend Marketing Partnership meetings
• Participate in special projects and task forces
• Access Positively Minnesota Executive Committee members who determine strategy
Increase your organization's visibility
• Attend, exhibit, and network at highly selective trade shows and conferences
• Meet decision-makers at small, private dinners and receptions
• Build long-term relationships attending a wide variety of Positively Minnesota events
• Claim one of four free monthly passes to CoreNet Global Midwest Chapter meeting
Incorporate Positively Minnesota into your local and regional marketing
• Customize your marketing efforts based on local and regional marketing goals and budget
• Co-brand local and regional marketing with the Positively Minnesota brand
• Access collateral, research materials, and giveaways
(free or reduced rate to Positively Minnesota Marketing Partners)
Join Positively Minnesota
To get started, download the Positively Minnesota Marketing Partnership application.
The Positively Minnesota Marketing Partnership is an annual membership effective January 1 - December 31 of each
calendar year. Complete the application and process a payment for$540. Make checks payable to DEED.
Mail the application and payment to:
Positively Minnesota Marketing Partnership
Attention: Jennifer Pettit-Hanson
Business and Community Development Office
Minnesota Department of Employment&Economic Development
1st National Bank Building
332 Minnesota Street, Suite E200
St. Paul, MN 55101
For More Information
Contact Jennifer Pettit-Hanson at 651-259-7298 or send us an email.
http://www.positivelyminnesota.com/Business/Get_Help_from Our Experts/Positively_M... 6/17/2013
ex. f5
IEDC at a Glance
The International Economic Development Council (IEDC) is a non-profit membership organization
dedicated to helping economic developers do their job more effectively and raising the profile of the
profession. When we succeed, our members create more high-quality jobs, develop more vibrant
communities, and generally improve the quality of life in their regions.
Our Mission: Provide leadership and excellence in economic development for our communities,
members, and partners.
We embrace the following core values.They reflect and support our mission, and guide our decisions,
actions and provision of services:
• Social responsibility and a dedication to building healthy,just, and competitive communities
• Creation of wealth for individuals, businesses, and communities
• Advancement of both the economic development profession and professional
• Cooperation and collaboration
• Diversity, tolerance, and equity
Our Members
IEDC is the world's largest membership organization serving the economic development profession.
From public to private, rural to urban, and local to international, our members represent the entire
range of economic development experience, including:
• Regional, state, county, and city economic development organizations
• Chambers of commerce and other business support agencies
• Community and neighborhood development organizations
• Technology development agencies
• Utility companies
• Educational institutions
• Consultants
• Redevelopment authorities
The strength of our organization comes directly from the expertise and influence of our members.This
expertise includes:
• Real estate development and commercial revitalization
• Workforce development
• Infrastructure and business finance
• Business marketing, attraction, expansion, and retention
• Community development
• Industrial rehabilitation and location
• International trade
• Tourism development
Our Services and Programs
Building strong, sustainable communities is an endeavor requiring innovative strategies,tools, and
techniques. Our programs and services have been developed accordingly:they provide educational
opportunities, analyze and disseminate information, and improve decision-makers' responsiveness to
economic development needs.They include:
• Opportunities to network with and learn from community leaders, industry experts, and federal policy
makers at our technical and annual conferences
• Professional development that strengthens economic developers' careers and communities, and a
certification program that unifies and sets the standard of excellence for the discipline
• Advisory Services and Research that creates custom solutions for all types of communities, as well as
federal agencies
• In-depth analysis in the premiere publication of the discipline - Economic Development Journal -and a
bi-monthly survey of economic development news and federal updates in the Economic Development
Now e-newsletter
• Public policy which monitors federal activity impacting the field of economic development and
engages our membership in policy advocacy activities
• The Accredited Economic Development Organization program, which provides organizations with
independent feedback on their operations and recognizes excellence in local economic development
efforts
Our Staff
Comprised of recognized leaders in economic development and professionals skilled in association
management, our staff is dedicated to supporting the endeavors of our members and advancing the
profession and discipline of economic development as a whole.
Frequently Asked Questions About IEDC
What is economic development?
IEDC defines the term as a program,group of policies, or activity that seeks to improve the economic
well-being and quality of life for a community, by creating and/or retaining jobs that facilitate growth
and provide a stable tax base.
What is IEDC?
IEDC is the world's largest professional organization for economic development practitioners. We have
more than 4,500 members across the United States, as well as Canada, Europe, Australia, New Zealand,
and other nations.
What is IEDC's purpose?
IEDC works to help economic developers do their jobs more effectively, and to raise the profile of the
profession. If we succeed, our members create more high-quality jobs, develop more vibrant
communities, and generally improve the quality of life in their regions.To that end, we provide
information on trends and best practices, networking opportunities, professional development courses
and numerous other services.
Who are IEDC's members?
Our members are the people who:
• Work to persuade new businesses to locate in your community, region or state
• Try to help the businesses that are already in your community to continue growing there
• Who look for ways to turn distressed areas into vibrant hubs of economic activity
Some IEDC members work in major cities, while others work in remote, rural areas. Some work for
public agencies, while others work for chambers of commerce, private nonprofit organizations,
public/private partnerships or for universities. Some work with private-sector consulting firms, and
some are sole practitioners working in the field. Name a type of economic development project, and
some IEDC member has worked on it. In short, our members represent the entire range of economic
development experience.
Does IEDC lobby?
IEDC is a 501(c)(3) nonprofit organization. As such, we are prohibited from lobbying except under
limited circumstances, and from endorsing political candidates. Even without such restrictions, we'd still
be nonpartisan, because our members' political opinions are as varied as their work and life experiences
are.
We do generate papers on specific economic development-related topics, and have provided testimony
at government hearings on the value of various economic development programs and policies. We also
publish annual reports about federal spending on economic development projects and offer alerts to
members about pending legislation or regulatory changes that could affect their work.
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7th Annual Retail and Restaurant Summit-Event Summary I Online Registration by Cvent Page 1 of 2
et. b
7th Annual Retail and Restaurant Summit
Summary
4 Hours of Real Estate CE Credits Have Been Applied For.
Contact:Minnesota Real Estate Journal
1907 Wayzata Blvd.#110
Wayzata MN 55391
8:00 Keynote Speaker: Erik Saltvold—Owner and Founder—"Erik the Bike Man"
8:25 AM Market Update:Opportunities and Trends
Moderator, Steve Dombrovski, Suntide Commercial
Jim Smart, Smart Associates
Andrea Christenson, Cassidy Turley
•Minneapolis and St Paul Market Update
•What type of Leasing Activity is Occurring and what major Retailers are committing to leases
•Mixed use projects: Is it still the future or a thing of the past
•How are retailers doing in today's economy:who is still expanding in Minnesota and Why
•What's in store for development in 2012 and Beyond
•Future Trends and Leasing predictions
•Social Media and e commerce impact
9:25 AM Legal Aspects of the New Market Development Affecting Retail Restaurant Tenants
Richard Gibson,Monroe Moxness Berg
•Taxes
•ACA(healthcare reform)
•Litigation
•Planning Issues
Break 10:05
10:15 AM Popeve's Acquisition of KFC Locations:What Happened?
Moderator,Patricia Weller,Monroe Moxness Berg
James Wahl,Monroe Moxness Berg
Ryan Palmer,Monroe Moxness Berg
•Is it still a"Tenant's Market"?
•Re-development versus new construction:what is the tipping point?
•What are the hot buttons of the municipalities?
•What do you look for in a development?
•Do the old rules still apply to new development?
11:10 AM Retail and Restaurant Industry:Experts Speak
Moderator,Peter Dugan, CBRE
Kevin Seeger,NCMG Companies
http://www.event.com/events/7th-annual-retail-and-restaurant-summit/event-summary-f23... 6/12/2013
7th Annual Retail and Restaurant Summit- Event Summary I Online Registration by Cvent Page 2 of 2
Dan McElroy, Hospitality Minnesota
Jay Scott, Solomon Real Estate
Chris Lower, Sterling Cross Communications
•State of the Industry
•The Future is Franchising
•What Makes for a Successful Development Project?
•Social Media and Managing Your Online Reputation
•What are the Obstacles to Growth?
•Future Trends and Predictions
12:00 PM Adjourn&Networking
7th Annual Retail and Restaurant Summit
Details
When
Tuesday,June 4,2013
8:00 AM-12:00 PM
Central Time
Where
Golden Valley Country Club
7001 Golden Valley Rd
Golden Valley,Minnesota 55427
Planner
Minnesota Real Estate journal
Contact Information
Jeff Johnson
952-405-7780
jjohnson @rejoumals.com
Jay Kodytek
952-405-7781
jkodytek @rejoumals.com
http://www.cvent.com/events/7th-annual-retail-and-restaurant-summit/event-summary-f23... 6/12/2013