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Casselberry Economic Development Advisory Board <br />Minutes of June 18, 2013 Meeting <br />Page 4 <br />with marketing their product, the public sector is interested in promoting a high quality brand. He stated that the <br />commonality between these two is `buying Casselberry' and getting people positively engaged with the City. <br />Sara Brady, President of Sara Brady Public Relations, Inc. confirmed that there is a difference between <br />marketing and public relations. She confirmed that Casselberry is at a point to take advantage of all the successes of <br />the past ten years. She stated that putting together those pieces under one plan could significantly improve <br />Casselberry's credibility. This strategy should identify target markets and why the City wants to market to them. This <br />may include that Casselberry is a great place to start a business. She stated there is a high concentration of small <br />businesses and banks are looking to find ways help them grow financially. She said this should tell the Board that <br />Casselberry should be looking at this demographic as well. She also stated the City's website should be a `one stop <br />shop' for information regarding all aspects of Casselberry. <br />The Board confirmed that residents drive businesses and the City's events, including the jazz concert, are <br />helpful in growing the desirability of Casselberry. They said it is in an interesting situation in that it's insulated as a <br />community which may be helpful in growing the City's message locally. <br />A follow -up conversation ensued regarding `relationship development' in the City. The Board stated that not <br />only is it important to identify what Casselberry can do for businesses, but also advocate what businesses can do for <br />Casselberry. They said relationship building has to be a two -way street. By promoting one -on -one interactions and <br />formalizing them publically, the City can take on the negative aspects of Casselberry's brand as well as get some <br />positive media coverage. <br />Mr. Crossman left the meeting at 1:03 pm. <br />Other Business <br />Mr. Dudgeon stated that next month's meeting would focus on the concepts of incentives and funding. The <br />Board approved. <br />Public Comment <br />Mr. John Casselberry, 700 S. Lost Lake Lane, Casselberry Florida came forward. Mr. Casselberry stated <br />that traffic is a big priority. He felt that after attending a meeting at the Orlando Jai -Alai there was misinformation <br />