EDAB 06/18/2013 Minutes - Laserfiche WebLink

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Casselberry Economic Development Advisory Board Minutes of June 18, 2013 Meeting Page 2 Presentation: "Marketing and Branding" Mr. Kyle Dudgeon, Economic Development Planner, reviewed information provided in a PowerPoint presentation regarding marketing and branding and how they can be applied to the City. A copy of the PowerPoint presentation is attached and made a part of the minutes. Mr. Dudgeon introduced Sara Brady, President of Sara Brady Public Relations, Inc. who is currently working with the City on topics related to today's discussion points. Mr. Dudgeon also explained that the second presentation for today's meeting was originally intended to be given by Chairperson Jason Ross, but due to his absence Mr. Dudgeon would fill in. A brief discussion ensued relative to measuring a brand. The Board questioned whether or not it was possible measure the brand of a particular city. Mr. Dudgeon responded that while it is difficult, it may to be done through surveys or questionnaires. He said the recent business survey conducted by the Casselberry Economic Development Team has yielded roughly a 25% response rate which is well above the average of 5 -10 %. He also stated that business visits can be effective in promoting a strong local brand for Casselberry. A lengthy discussion ensued relative to what Casselberry's brand is today. The Board felt that perception was a very large part of a brand. They felt that Casselberry still carries some negative baggage as it relates to adult clubs. They also said that this perception is only evident to people who have lived in the community for awhile. New residents, particularly those from out of the county or state, are less likely to be aware of the adult club perception. They stated it was more important to focus on where the City wants to go on their brand rather than where it has been. The Board also stated that Casselberry is also perceived to be a more difficult place to get to than it actually is. They said it may be, in part, from the vacant burnt out buildings seen on the trip. The Board also stated that it's difficult to get tenants to lease in Casselberry. They said it's not a core market like Orlando nor is it a suburb like Oviedo, which is generally where companies want to expand.