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<br /> METRO EAST COALITION MARKETING PLAN <br /> . April 2, 1987 <br /> I. GOAL <br /> Reverse the trend in Metro East's declining share of Twin Cities area development by <br /> persuading regional homebuilders, developers, and business leaders to expand and/or <br /> invest in the Metro East area. <br /> ll. OBJECTIVES <br /> A. Smooth out development process <br /> B. Increase involvement of volunteers <br /> C. Increase awareness and understanding of development potential <br /> D. Aggressively promote Metro East's key strengths: <br /> 1. Easy access <br /> 2. Available land <br /> 3. Reasonably priced land <br /> 4. Pro business attitude communitywide <br /> 5. Convenient, efficient development process <br /> E. Generate at least 200 business development Inquiries <br /> F. Conclude a number of transactions in first three years. <br /> III. KEY ELEMENTS <br /> . A. Data base development <br /> B. Development and marketing technical assistance <br /> C. Seminars <br /> D. Creation of financing pool <br /> E. Volunteer calling program for existing business retention and solicitation of <br /> new business <br /> F. Sales video <br /> G. Sales brochure <br /> H. Media relations program with support materials <br /> I. Area tours for key audiences (realtors, developers, builders, prospects) <br /> J. Quarterly newspaper <br /> K. Advertising (Real Estate Journal and others) <br /> L. Direct mail to key target audiences <br /> IV. KEY EVENTS <br /> A. Kick-off: May 21 <br /> B. Newspaper: May 21 <br /> C. Video: May 21 <br /> D. Tours (6): June and September <br /> E. Advertising: June and September <br /> F. First Direct Mail: June <br /> V. BUDGET <br /> . Total estimated bUdget including all production, advertising, fees and a full time sales <br /> representative Is $250,000-$300,000. <br />