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Marketing Plan – 1st Quarter 2012 Activities Status March, 2012 Activity Detail Status Prioritize business locations/types for economic development (with HEDRA Board agreement) 1. Reach
agreement on gaps in city’s current business make-up that need addressing. Research recommends the following focus areas: • Tourism (e.g. family-friendly restaurants, businesses that
appeal to boat travelers and trail/recreation users) • High-tech businesses • Major retailers (e.g. Kohl’s, JC Penney) • Larger specialty stores (e.g. Michaels) 2. Reach agreement on
top 1-2 priority development locations from key areas of need mentioned in research: • Downtown business district (recommended for tie-in to new bridge) • Industrial park • West side
(along County Road 46) • Former Hudson Manufacturing facility 3. Confer with MN Dept. of Employment and Economic Development to seek further advice on prioritizing economic development
opportunities in Hastings’ region and whether regional/statewide economic outlook agrees with HEDRA’s priorities. If yes, proceed with Step 4. If no, adjust types of businesses accordingly
if necessary. 4. Develop priority list of types of businesses HEDRA will most try to reach to fill the development locations and business gaps. 1-2. Discussed with HEDRA at Feb 16th
Workshop. Verify at March Meeting. 3-4. To be completed Develop contact databases for marketing outreach and tracking 1. Based on the priority types of businesses, develop contact list
of key organizations/types of individuals for reaching targeted business types. For example: • Minnesota Chamber of Commerce/other regional Chambers of Commerce • Regional Rotaries and
other appropriate service/professional organizations • International Council of Shopping Centers (retail real estate trade organization) • Minnesota Small Business Administration • Minnesota
Commercial Association of Real Estate • NAIOP Minnesota Chapter (Commercial Real Estate Development Association) • Regional offices of commercial/business Realtors 2. Contact organizations
to seek information on: • Opportunities to reach out to members via conferences, newsletters, other communications vehicles • Other organizations/networking opportunities in Minnesota
to reach target business types • The organization’s members and access to membership lists (many of the members are listed online) • Establish database/spreadsheet of key contacts (within
the organizations and their membership lists, as well as other key Realtors, developers). Database should include key contact information and notes column to track outreach. List may
be used for mailings, invitations to local community/business outreach events, etc. 1-2. To be completed. Regular Meetings with the Hastings Area Chamber of Commerce have been established
to identify areas of overlap and assistance.
Activity Detail Status Develop contact databases for marketing outreach and tracking (cont’d.) 3. Establish second database/spreadsheet that includes space for key contact information
and notes. For use in collecting and tracking new business interest (see Appendix A). Utilize list to track contact, ensure prompt and ongoing follow-up, measure interest in development/satisfaction
with HEDRA. 4. Contact existing business owners in the region who operate within the business type HEDRA is attempting to seek. Find out how they connect with other business owners in
their profession/business type and if there are opportunities for them to help play a role in networking HEDRA staff with like-minded businesses. 5. Update all databases regularly to
track and determine new outreach/marketing opportunities: • All outreach, including newsletter submissions, events, mailings, etc. • Level of interest in Hastings opportunities • Organizations
and/or individuals (e.g. Realtors, business owners, developers) who should be contacted 6. Create online email/update system for business-specific marketing contacts; utilize to send
event invitations, project updates, success stories, etc. 3-4. Begun Participating in Chamber of Commerce monthly ambassador visits with new businesses 5-6. To be completed Reach agreement
on HEDRA messages 1. Reach agreement/refine HEDRA and general messages depending on target audiences (see Key Messages) 2. Develop boilerplate language about HEDRA for news releases
and other communications based on Key Messages 3. Utilize messages/highlight components of messages depending on key business targets. For example, if HEDRA is seeking tourist organizations,
Hastings’ riverside and open areas should be priorities. If HEDRA is seeking big box retail companies, prioritize use of the “gateway” messages. 1. Discussed at Feb 16th Workshop. Needs
further discussion. 2-3. To be completed Media Relations 1. Update media distribution lists to include business reporters at key publications in region, as well as business/industry
specialty publications, online media (e.g. MinnPost) and electronic media (e.g. bloggers) 2. Include boilerplate language about HEDRA and key messages (as appropriate) in news releases,
talking points, presentations, media interviews, etc. 3. News releases to local/business media: marking opening of new/relocated businesses (see media plan for Carlson Capital Management)
4. Leverage opportunities through earned media (e.g. op-eds and/or letters to the editor; signed by HEDRA board member or local business owner). Topics may include: • Welcoming a new
business to the community • Comment on news events about the economy, region, etc. to highlight how Hastings is working to build business momentum • Highlight HEDRA’s focus/goals and
how it’s working to achieve them 5. Outreach to business reporters --Work to develop reporter relationships (particularly outside of Hastings and with business/feature reporters). The
goal is to represent Hastings and help make HEDRA an expert. Outreach should focus on: • • Provide background information about Hastings and its strengths • Pitch events (e.g. Rivertown
Days, Cruise Ins, business-focused visits/tours of business sites, etc.) • Leverage topical opportunities based on coverage, upcoming seasons, trends in business, etc. • Collaborate
with businesses and media to encourage coverage (emphasizing unique businesses, business sectors, major employers, etc.) 1-2. To be completed. 3. Hudson Redevelopment news release distributed
in February. 4. To be completed 5. Media relationships exist and can be strengthened to better portray HEDRA.
Activity Detail Status Media Relations (Cont’d.) 6. Outreach/earned media to industry publications (e.g. developers, Realtors, retail associations, industry publications, etc.). Work
to develop stories/columns highlighting Hastings’ successes, strengths in the state/region, trends, etc.) 7. Utilize paid media/advertising (particularly online) to reinforce messages
and news 8. Utilize radio show to highlight business news and opportunities; reinforce key messages 6-7. To be completed 8. Underway. Regular appearances on KDWA Radio. Assemble case
studies/success stories When a new business helped by HEDRA is under development: 1. Interview business owner to gather info. about the business (customers, opening date, type of business),
quotes from the business owner (e.g. how they benefited most from HEDRA; what they’re most excited about regarding the move to Hastings; why they chose Hastings, etc.) and the owner’s
willingness to help with outreach (e.g. mentioned/quoted in news release, willingness to help HEDRA network, etc.). 2. Take photos during construction and upon completion. 3. Draft brief
½-page case study that outlines the project, how HEDRA assisted and how it helps HEDRA meet its goals. 4. Case study opportunities include: • Carlson Capital Management (Q4-2011) • Hudson
(Q1-2012) • Elm Salon (Q2-2012) • Others 1-4. To be completed Identify process for “business take-in” 1. Clarify internal protocol for managing relationship with new businesses, including:
• Who responds to inquiries, timeframe for responses and how follow-up occurs • Reach agreement on information gathered and frequency of follow-up • When businesses express interest
and/or are under development, initiate a mentor program that includes a staff person and potentially an existing business owner (to proactively manage new business expectations, guide
them through the process and build local connections with new businesses) • Upon business opening: help business communicate its presence to the community and ensure smooth transition
(e.g. introduce them to the Chamber or other opportunities to get involved; provide them instructions on who to contact with future questions; gauge interest in staying connected through
HEDRA or serving as a mentor) • Conduct follow-up contact to measure satisfaction rate with development process, identify areas of improvement, stay connected with the business owner,
seek additional opportunities to connect with his/her networks 2. Utilize protocol to create mentor or other program for businesses and to help connect them to the greater business community
once they have established themselves; also, utilize discussions/information to engage them in a more strategic way 1-2. To be completed. Working with Chamber of Commerce to complete.
Activity Detail Status Incorporate messages and case studies (where appropriate) in existing city communications 1. Website: • Homepage – add greater focus to the homepage by adding
a statement that introduces the community to visitors; simplify page to bring greater focus to the community’s strengths; simplify navigation; consider inserting flash images to better
highlight community and its businesses • Enhance Community Development page that includes: o Key business-related messages o Information about HEDRA, its services for existing and new
businesses and how to contact o “Yearbook” of case studies o Links to separate pages that focus on the key development areas of the city; each page should include info about available
sites, photos, fact sheets, map or other relevant information o Develop/insert widget to easily allow people to navigate to business development page, submit a question, etc. • Other
pages: incorporate key messages where appropriate to tell consistent story 2. Existing print materials (city guides, maps, etc.): • Consistently utilize key messages about city’s strengths
3. City newsletters: incorporate key messages into stories; highlight new businesses and how the community’s investment (through HEDRA) provides benefits; highlight business events;
encourage existing businesses to get involved/connected through HEDRA and the Chamber. 4. Social media: incorporate messages into Facebook page and combine them into more interactive
posts. For example: Hastings offers some of the best outdoors features and areas in the region. What outdoors amenities do you like best? Or, Hastings is committed to creating a great
place for new businesses. What new businesses would you like to see? Or post photos/invite people to attend new business ribbon cuttings. 5. Other materials, including update emails,
advertising, festivals/events and outreach with existing/new businesses should include key messages and supporting information. The goal is consistent and frequent use of messages in
city communications. 1. 1. Underway. Needs further refining. 2-5. To be completed