Business Retention and Development Committee Agenda and Packet 2020 12 07

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LL 1tyf BUSINESS RETENTION AND L�uiSV11Ie- DEVELOPMENT COMMITTEE COLORADO -SINCE 1878 SUBJECT: DISCUSSION- ECONOMIC VITALITY BUSINESS E- NEWSLETTER DATE: DECEMBER 7, 2020 PRESENTED BY: MEGAN E. PIERCE, ECONOMIC VITALITY DIRECTOR SUMMARY: As iterated in the Committee Work Plan, members are interested in the City's marketing and communication efforts. DISCUSSION: This year the City has extensively used its e-newsletter platform to communicate with the business community. Unfortunately, the existing contact database had not been maintained and updated on a regular basis. Also, because the City did not communicate consistently with businesses in the past, many are not aware of the resources available by subscribing to the business list. Staff has undertaken several initiatives this year to improve communication outcomes. In working with the City's licensing database and existing contacts, staff has now employed a Customer Relationship Management (CRM) platform for business contacts. There was a process to make sure contacts were current and associated with the correct companies. The CRM contacts have recently been synced with the MailChimp newsletter platform as the new business distribution. The City will also need to continue to undertake efforts to gather additional subscribers to this list over time. In preparation for increased communication and marketing efforts, staff engaged a graphic designer to create a logo specific to Economic Vitality. The logo is a variation of the City logo, to ensure consistency and connectivity with the City, but now business communications will have more of a unique brand. The final logo design is shown below. v ECONOMIC VITALITY CITY OF LOUISVILLE Agenda Packet P. 4