The URL can be used to link to this page

Home My WebLink About2.a. Image - Wallace Group CITY OF ROSEMOUNT I EXECUTIVE SUMMARY FOR ACTION COMMITTEE OF THE WHOLE DATE: AGENDAITEM: Image AGENDA SECTION: PREPARED BY: Thomas D. Burt, City Administrator AGENDA NO. .1_� ol ATTACHMENTS: Wallace Group Proposal APPROVED BY:rl�� Roy and Sherie Wallace, firm principals, of the Wallace Group will be present to informally discuss the attached proposal. If there is support for the proposal they will make a formal presentation before the Council at a future meeting. We will also need to make modifications to the 1998 budget. , THE WALLACE GROLIP , PUBUC RELATIONS • MARKETING COMMUNICATIONS • QUALITY TRAINING P.O. Box 36066 • Minneapolis, Minnesota 55435 • 612 341-2100 ' 3138-B Farnum Drive • Eagan, Minnesota 55121• (fax) 612 452-3504 ' ' � Resea�•cta and�Communications�Recommentlations � � ' for ' , . rhe C�ty of Rosemount � � � � � � � � Sut�mittecl: Septe�nber 22, 199 i �� ' ' ' ' � � i 1 1 1 lutroduction ' � � The Wallace Group is pleased to have tl�e opportunity to present its�views as to how it inay assist the City of Rosemount iti interpreting die opiiiions of residents, ' develo�in�r a tions for action based on ti�ese be{iefs and hel in J to im lement those that } � P l� � P � �re cieemed to be mosti valuable at this sCa�e ot'Rosen�u>unt's development. , � The City has experienced si�nificant �rowth in recent years, yet this residential and � � conul�ercial expansion has not taken away the"sn��all towi�" i�eel thaC resi4:lents value. Now � � thai Rc�sernounf is c�n the brir�k ��I�sitinilicant �rc�wlh, hc�th rc;tii�(ential aiul I�, ' , business/i�idustrial, it�is paaticula�-ly appropriat�. d��at the C:ity now consider its c�verall � � � �, � � ob'ectives and the ways in which it irttieracts with its various constituencies. These include �� J � citizens, t_}�e business�c�mmunity, €��pinior� leaders in the broacler Twin Cities �rea ar�d � � ' economic developmei�i aucliences. � � � ' � � ' i ' , ' , E�;ecutive Su�r�maiy ' As a public relations, opinion research and communications f rm, 1'he Wallace � Grou is dedicated to promotin�sound and effective communications. Citizens today � P � demand that their local��vernments con�municate with them on local policies and issues � � � � of co»�cern ai�ci make an e.qii�il e�f�l�c�rt Co iisten to their views. lt ap}�ears tl�at botll roles are � � � ' � a priorities for the City of Rosei�aounG at this ti�Y�e. The recently coiaipleted su►vey of ' re�iclenls is the peri:ect faundati�n for learning�vhat residents want, especially as t� ' pliysical enhancements to be included in the u�date of the City's comprehensive plan and with Rosen�ount on the verge of strcng residential and it�dustriallcommercial growth. � � � ' IAs the next step in understandin�th�views af Rosemou�lt residents, `I'he Wallace � Group proposes that focus Lroups be h�ld with randomly selected cornmunity members to � expand on c�nstituent soundin�s received in�tl�e su�vey. Sueh guided and controlled I �� sess�io�n� 14��1i �rovitle in-sleUth explanations �i'the type of city residents want�IZosemour�t � � I ! � to be. "[�fi� �;rc�aps will ctiscuss w�hat cc�ntributes to the city image, what should l�e � � ��' preserv�cl and wt�at slrt�uld �e cllanged�. 'T��ese f�ocus broups, two in all, will also I�elp � brin« li�e usuall � silent members oi�C�l�e; c�mmunity to tl�e table, instead of relying_just�on� � � } � those wllo are alw�ys��c�cal a�out ta�eir ciesires. � � � � , 2 ' ' ' , ' �I ' Executive Sumn�niy (coutinued) � � ' ' 1 �n v� • head with � clear sense of unit and ur ose Tlle I o allow Rosemou� t to o �. a y p p , � Wallace Group would work with the Mayor, City Councilmembers and City staff to build � � � � on the research a��d create t13e�positioni�r�g, or iniage, desired for�the City�of Rosetnount. , This will provide the foundation for further communic�tion activities in the future and ' guide current programs. ' �_� � � To start i�tiple�i��nting the agreed upon positionin�, �Che Wal�`ace Group woulci � work with city stai�to deve(op�a series of m�jor articles for�tt�e City newsletter that � ' promote the desired image. Since it is expected that most ofthese articies would cover � developments and features that the C�t_y would want to share w�ith broader audeuces, 7'he Wal[ace Group alse� ��vould prepare versions in news release format for use with local and � � re�7ional�nedia. � � � � b ' ' O��tional a.ctivities for later consideration include a communications audit, I �cablecasting of'(�ity Council meetings, better communications coordivation�uith the � I'i � ' Rose�nount Port Authority, and the like. ' 3 ' ' ' ' ' Baclzgrowid/Situ.�tioi� � , � � With�roots that stretch back to l 85;, Rosemount has enjoyeci a long history �s a � � � � � pleasant town in whicll to live. The population of Roseniount �rew slowly over the years, � - ��- - ' �r wnshi and finall statuto � as it pi o�i essed ti om a t�wn to an incorporated villa�e, to p y ry ' city. Rosemount will celebrate its 25th anniversary as a city in the year oFthe rniliennium, ' 2000. � "The population ol�Rosemount is currentl_y estimated at 12,500, a tigw�e�we ex�ect� � � � �� is sornewh�lt on the low side, but projections indicate tliat t11e City will grow to more than� � � � 30,000 over t(ie next 20 years. 'I�his is a prospect that is not altogether pleasing to many ' residents. The recent survey of residents suggested that most see an optimum population � level as being in the ]7,000 to 18,000 area, significantly l�wer that the projected actual growth. One current of'thou�ht is that tlle City will lose its small town-t�uality, yet at ihe� � � ' sarne time most res ondet�ts have been leased b the develo ment to date. Indeed man P p Y P � Y ' see the need for additional shopping resources and other support. ' ' ' 4 ' , ' ' ' Backgroiuid/Situatioi� (more) ' Frorn the establislv��ent of a grain elevator in l 867 in what is now the City of �� Rosemouiit, the community 1►as enjoyed a l�istory ofrelatively stable business and ' industrial development, with some major spurts, including the Koch refinery. The eastern � third of the City now has significant industiy in addition to Koch, providing substantial tax � � ' base. 7`he remainder of Rosernount's business ccimn�unity is largel_y compriseci of smaller � � � firms. In some ways, Rosemount can be viewed as cl center of education, witli � � Independent School District 196 as ttie city's lar�est employer and Dakota County Techi�ical College accountiug for some 500 e�nployees. ' ' The survey f�iind residenis �ei�erally pleased with tl�e qullity of life anc) city seivices iu IZosemount. Th�t a little more than half the respondents indicated they would � o �ose a in� more in taxes for the same level of services is not sur risin =, in that there � � I�I � Y � P � � � g�enerally is a sense that loca) governments operate some prograrns�that are superfluous or � u»necessary. Inquiries regarding police and fire protection, street repair and snow ' lowin<.� or r�ad construction would likel roduce a different result. It was encoura�in J, P � yp ti � ' however, that alrriost two-thirds of residents (elt tt�at they could have an it�fluence on the �� operations of city ��vernment. 7'his su�gests that the compact between tl��e City of Rosemount and its citizens is still intact. � � � � � ' 5 , ' � I� ' IBackground/Situatiou (moi•e) ' In looking at the prospect of additi�nal heavy industry in the Yine Bend area af � Rosemo�int, a signiticant plurality faWored such economic devel��pment. However, those � � opposeci are nol moved by tl��e possible benefits ior re�idential taxpayers offered�by such � development. It now appears that the majar intermodal project, long under discussion, ' will move forward in Rosemount. This can be expected to meet �vith mixed reactions. � The�submerged issue is environmental iinpact, whicl� is left to the res�ondent to imagine. � � ' It is suspected that many of the "don't knows" relate to the environmental costs of particular proposals. ' � The University of Mintlesota also is expected to forn��ally announce its plans for the � � expansive, �,000 acre tract it has in Rosen�ount, proposing to make this location one of � 'i ' the nation's leadinU a ricultural research centers. This has the potential to bring ' � � � � substantial atterrti�n t� tl�ie community and numerous benefits. Citizens, however, will � wish to 1crlow thai the�City retains autliority to ensure tl�at the proposed development ' meets cit stanc�ards and is develo ed in a wa that contributes to their vision for the Y P Y � com�7�unity. ' t 6 ' ' ' ' �� B�tckground/Situation (more) � � ' � In tlle are�t of communicatians, resident� were not asked whet}ier they felt they � r w ll inf� rmed on develo ments in tlie cit or how tlle would like to receive we e e o p y y ' information about the city and its policies. It is the view of The Wallace Group that more information ahout what the City is c�oin� wouid be bene�ficial, with the pr�ospect of �� j ' ch��ngin� son�e o(�the ��c�silic�ns re�x�rlcd iri tt�e survey. In any cvcnt, the Cily��hc�tilcl � ' explor-e enhancing its el�orts to con�municate with its citizens. i Essenti�lly, Rosemount citizens �ppear con�licted--most wish to retain�a"s�nall � �� town" or rural character, yet by 2 to 1 they approve of the changes i» Rosemount over the � � , past tive years, changes that have moved in the other direction. It is suspected tl�at the � language of the dialo�ue is a factor, with the emotional attachments of various terms. It � will l�e useful to brin � � e��le to rether in a cominon a>>roach to tl�e type of con�munity � � � P 1 � II � clesircd ii� the fiature and then pursue, and conu�»unicate, ei7�rts that suEaport that vision. � ' ' ' ' ' ' 7 , , ' , � Ob'ectives .I � T}le projects suggested i�i tl�le pa�es tl��at follow are desi�ned to advance one or � � � � more ofthe followin�J ob�eclives: � J � I. to help clarifj�the vie�vs of residents as expressed in the recent survey, with the �� benefit of additional input � i2. to assist the City in developing a unitied image of tlze Cit_y that can be projected th�-ough communications to achieve ti�e desired re�utation for the City ai�long ' residents and other import�nt publics I �. to }�robe for the underlying concerns that produce conflicting and, at times, � neg�tive reactions�among citizens � � � 4. to assist in obtaining citizen input/analysis for use in the update of the � � Co�2�prel�ensive Pl�n. pat-ticul�r�ly as related to physical develc�pinent as��ects. � i �� 5. to provide greater clarity in interpreting the hopes and aspirations that residents � � � � have (i�r thc;ir cornn�u�niCy � � � � li, � 8 � � � i 1 ' ComrnunicntionslPlnnuing Initiatives ' Focus Group Researcl� ' - � � To take opinion research one�step f��rtlier�, the City of ltosemount should utilize focus group research to provide some in-depth understanding of the attitudes reflected in ' the recent survey of residents. While the survey was an effort in quantitative opinion � � research, focus group activity is concerr�ed with qualitative assessments. � � � Such research is particularly appropriate when major areas of inquiry, such as � views of the perforn�auce of governn�ent, development policies and quality oi�life, are � � � � � subject to��v�rds that have difi-erent meanin�s to different�people. For example, wliat are� � the elements tllat contribute to a"sense of community?" Also, is "small town" to be taketi � literall or is that a feelin� within the comniunit ? � � � � Y � Y ' Given the conflicting views on several of these issues, exploration of these matters I, ' throu h focus rou s would be a ro riate. In addition, the findin s could have g � P PP P g � significant impact in the updating of the Comprehensive Plan for the Gity of Rosemount. It will be noteworthy to ascertain which citizen goals involve the physical features and � characteristics of the City, possibly calling for changes in the plan. � 9 � � �I 1 r �� F�cus Grou �s continuecl ' i � ) � � In seeking to identii=y the aspirations and values of residents, focus groups allow � arlici� ants t��rv be ond the limiteci res ouses called for iri a tele� hone surve to discuss � � � P P � Y p P Y � their values and overriding concerns. Tl�is is particularly important in a visianinb process � where the results are intended to �uicle policies i-or the iuture. It is dit�icult for most , people to look ahead five years, let alone project 25 years into the future. A format that � � �� allows discussion leaders to probe for t}iose ele�7�ents that cor�tribute to�overall � � ' impressions is especially usefuL ' "['lie VlJallace Group has reviewed aTld analyzed the executive summary of the � fndii��s oi'tl��e telcph�ne su�vey and found it quitc usefuL �Extended analysis ofthe � � cornplete report ��vould be usefu( as part of this researcl� praject. ' 'I � � t � i �o 1 , . . , ,� ' � Focus Group iVlethodology ' 1 T'h W Il�ce Grou � believes that tlle focus �Trou �hase of the Com rel�ensive Plan e a � } � p � p � � reseai-ch project must be struct�ured�in sucli a way tl�at the attitudes of citizens, in general, � �� ma5�be explared, with the additional reflection of the views of some wl�o may ally , '�� themseJves with particular broad-based schools of thought. For exatn��le, sot��e members �� of the focus groups should identify themselves as bein�interested in enviromner�tal issues, � � �� buC not among the leaders of an organized group. I! ' � It is suggested th�t there�be two balanced groups, wi�th both male��nd fer��ale � � �� ' representation, two pare»t and single parent households, people who live and work in the ' comtnunity and residents who commute, newcomers and longtime residents, etc. While , ' � income inforroation �vill not be re uired �f otential focus �Jrou members some balance n P � P � ; � will be achieved among economic�tiers based upon occupations, 11ome enviroument, �� edi�c�tion, and the Iike. 7'he diversity reflectecl in the �roups will perr��it eonsideration of � ��'' � the !<E � issues frorr► several �c,rs ectives hel� in�� to uncover lhe underl in = bases for tljeir� �� y E � , P b Y � � v fr m lO to � views ot Rosei.iauiil toclay anci their hopes ior the firture. Lach pane( will l�a e o 12 participants. The l�i�her number wiil be scheduled, but �10 will be suf�icient and allow � � � for possible no-sho�vs. 1 11 � , �.. ' , �� (�ocus G��oup NlcChodolugY (continued) � , � Participant Selection � � � � � 1 � Armed with the a� ra�riate �hone directories, Wallace Group staf�wil) contact � � A I I � residents at random and�do some pre-qualifying, deterinining how they would fit with the � establist�ed criteria and expl�ining the purpose of the foc�is group. An honorarium of$20 � ' to �25 will be c�i�ered f�r parlicipa�i�r� to cover their ex�en�es and in ap�reciation for t�lteir � time. Lellers will be senl lo those who a�ree, proviclin� conlicn�ati�n and detai(in� the � time and location of tlie meeting. Fc�llow-up ca(ls will be inade to cover questions � ' following receipt of the letter. � ' ' Focus Group Process 1 The focus rou rocess essentiall involves a led discussion where the facilitatar g PP Y � � or leader moves the respondents through a series of pre-selected topic areas and seeks to brir�g out the factors that contribute to their beliei�s on the icsues. The leader roust become � � � � full en�ra red in solicitin�= in ut from the �artici a�its atid followin�= u as eacll new � � Y � � � P E P b P ' elemeirt emerges. When one voices a particular view, others may be encouraged to � �resent their perspective, either agreeing or disagreein�. � � 12 ' i''I ' �s.�. ' _ � ' � Focus Groi�� Process (couliuued� � � � ' A fully functionin� �i-vup has its various iuembers interacting in an animated way, � � � absorbin�r the infor�natio�i rovided by ot}iers with that new input spurring them to � � � contribute their own vievvs. Some views become consensus viewpoints, while other issues � n�ay reveal sliarp dif�'er�ences, whic{� at times pol�rize a�roup. While the ain�� is to enc��ura�;c t:he fi-ec (low ��Fide<�s, care rnust be t�ken t�� c��ntr��l lhe tc�i�c of the mcetin�, � avoidir�� any hostility or dornination by c�ne or more 5trong individuals. � � �� ' Unlike a suivey, there is the o�portunit_y to ask what someone �7�eans when a point � � is raised, or to bring up a» aspect tliat would seek to counter tk�at belief and seek : � reactions. SubsequenC analysis t�f tl�e sessi�ms also will sug�cst which ��ositions are � � emotioi�al responses, i»fluenced by hearsay or disposition, and which result f'rom past � experiences and carefiil consideration. Regardless, all are factors that should be takeri into � accounL �� 1 1 � � � � � � � � 1 �� 1 ' � ' 3� � ,�� , •�� , ' Focus Group Process (continued) , All of the sessions will be put on audio ta�e to facilitate subsequent analysis and � � 1 - i � f h fin l re or . Fre uentl in consumer research videota in�T will be pt epai at o� o t e a p t q y , p � � employed to capt�ire the facial ex�ressions and physical reactions to various sti�T�uli, be � tl�iey ideas or new foo�l prc�ducts. IC is the beliel�ol"1'he Wallace Group th�tt video in the ' room would �e � distraction ��ncl inhibit the {i-ee�exchan�e oF ide�s wl�icl� is so criticlL � ' Audio will provide the needed nuances for interpretation of p�rticipant commei�ts. ' As to iocations, The Wallace Group favors using meetin� rooms sized so that they � pron�ote conversation an�ong group n�embers. A conierence roc�m at Rosemount City � ' Hall would be tivork�ivle, a��d preferal�le to the City Council chambers which would leave the participants sitting in�the center of a large room, hardly conducive to the type of ��' � � interch�n<re tl�at i� desired. A number of hotels and restaurants h�ve meetin« roo»�s of � I � � � this size and that option can also be pursued. � ' ' Facilities with one-way windows are not cotn�7�on in the ai-ea, but the presence of ' one or twa observers in t11e room, but not at the table, would not create any major � difFiculties. � l4 ' I�` _—__ _ -- --_. � � � � . e � � � P�ci�s Grou Process continued) � p � , ' Refreshinents, including coffee, tea and soft drinks, would be available for � � � artici ants durin� t}1e sessions. A break foi� restroom visits will be provided at roughly U P � ' tlle midpoint of each sessi�>n. , � 7,11e n�i.rnes�, a�idres�ses and p�hone numbers of all participants�vill be retai»ed a�id � letters of appreciation will be sent sl3ortly aiter the rneetings. lf abreeable,�copies of tlie � � � ' executive sum�t�ary of the report will be se�1l to those who wish to receive them. ' Participants will be given their honorarium checks immedi�te1y followin� the session, � si��iing a sheet ackno�vledgin� their voluntary parCicipation aud their receipt of'tl��e check. � ' � ' ' ' � ' i5 ' ' ' � , Developtneut of Focus Group Questions , � � The �'Vallace Grc�up has had an oppor�tunity to r�eview the executive surtli�nary of � � '�� the tele�l�oue stuvey report and tinds a ❑ui�ber of i�sues that require further exploration �I � and interpretation. The focus group process provides a means of pE�ttiilg tl�ose survey � results in a context and�obtaining the slladir�gs of�Y�eaning that allow us to understand the � ' irrteractic3ns between v�irious issues. While a surve rec uires the res �ndent to follow a Y 1 P ' set line«p of questions, focus graups allow the facilitat�r to fo(low developing trains of � thought and uricover attitudes and beliefs that n�ay lurk below the surface. Thus, while a ' �I series of c�uestions will be develoJ�ed aud covered ciuring the sessions, other c�uestions will I � con�e out of the discussion. At times, these unanticipated currents of thou�ht are among I � tlle most iuiportant of the f�Idings. � � � � In develo in<j the list of issues it will be usefi�l�to r�view the full sutve re �rt and � '�� p � Y P , � to have Iurlher ciiscu�sioE�s will� city slal7'. �l�>wevcr, ii �s possible to ideutiFy a iiumbe�� oi� � �� tc��ics at ti�is st�age--broad issues �nd �l3eir suUsidiary queries. ' ' ' � , 16 ' ! 1 �� ,: , 1 ' Development of Facus Group Questions (continued) � Topic Areas ' What contributes to one's erce tion of the" ualit " of life7 p P q Y , What elements contribute most to your personal enjoyment of life in Rosemount? What disappointments do you experience as a resident of Rosemount? Are these issues ' that can be addressed b ersonal communit or overnment action7 What would help YP , Y g ' improve life in these areas?, etc. What types of development would you support in Rosemount? Why? Which would you ' most strongly oppose? Is that based on past experiences? Are there specific negative , examples that come to mind, or are there entire categories? ' Growth, crime and taxes are viewed as the greatest threats in the community and ' these issues are likel to have a bearin on how residents react to a number of issues, Y g ' including quality of life, environmental concerns, population, future land use and transportation. , ' � r 17 , , �� ' '; , ' Recommended Time Frame ' It is recommended that the two focus groups be separated by a two-week interval , to rovide some se aration from a si nificant develo ment. For example, a dramatic P P � p ' development the day before the first focus�;roup session could tend to skew responses one way or another, but the impact of the development would fade in two weeks. On key , issues, it would be possible to analyze the attitudes of the two groups to see if there were ' significant differences between them on related topics. If so, we would be inclined to discount the stronger feelings of the group that met just after the particular newsworthy ' development and put greater credence in the later group on some issues. ' ' Understanding that Rosemount may wish to rr►ove expeditiously on this project, The Wallace Group recommends that the focus groups be held in November, an � o ortunit tlus ear because of the absence of local elections. This would provide PP Y Y , sufficient time to complete evaluation of the telephone survey responses, to develop the focus group questions in collaboration with city staff and to arrange for survey , participants. It is important that the latter be approached with particular care to ensure ' that there are balanced panels that can provide meaningful information. A draft of the focus group report would be available for review by mid December, with clarifications � made and the final report presented by yearend. , 18 ' , ' � � , , , Communications/Planning Initiatives ' Positioning , Before the City of Rosemount moves to build its image with broader publics and ' its own residents it is most important that it establish its positioning. Armed with the ' information provided by both the quantitative and qualitative opinion research, city staff and members of the City Council should move to determine how the City of Rosemount , , should be known. What are the qualities that you wish to associate with the city? Are ' there vital components that must be stressed? What integral elements have the capacity to ' , endure for a decade and beyond? What are the common beliefs that unite the city? Which distinguishing characteristics help provide an identity for the city? Will the resulting image , and ositionin have real benefits for the City? Once these questions are answered and P g ' members of the City Council agree on the desired positioning, the City can move ahead with confidence to build its reputation at home and beyond the City's borders. ' ' � � ' 19 ' ' ' ' '� Positioning (continued) � ' The benefits of a clear positioning can be amply demonstrated, far they involve ' rovidin consistenc and value in communications ro rams. Public information . P g Y P � ' programs will be both strategic and cost effective because there is a clear sense of the ' outcome that is desired. , ' A positioning for the City of Rosemount can be developed through facilitated ' working discussions with City staff and members of the City Council. The latter should make the final judgment on the positioning. ' ' , ' , I ' � ' 20 ' ' ' ' ' Communications/Planning lnitiatives ' Publications/Articles ' ' While consideration should be given to publications as part of a communications audit, which is suggested as an optional activity, it is important to begin building on the ' research activit and ositionin work b buildin it into the existin Rosemount Cit Y P g Y � � Y ' News. Presently, important and newsworthy developments are interspersed with community activities and household tips in a way that does not do justice to any of them. ' A major story should run in each issue. focusing on a key theme that relates to the agreed ; , upon positioning. This will help reinforce the desired image. ' The Wallace Group will research and write the story, take whatever photos are t a ro riate and revise the article fallowin in ut from cit staf� Since many of the PP P , g P Y ' articles are likely to contain information that should be shared with a larger audience, The Wallace Group also will do a news release version, if appropriate, for distribution to area , or re ional media. g ' ' ' 21 ' . ' ' ' ' Future Options ' Communications/Planning Initiatives , Communications Audit and Plan ' ` The Wallace Group recommends that all communications programs currently , ' undertaken b the Cit of Rosemount be assessed to determine effectiveness,return on I Y Y ' investrnent, possible synergy, duplication of effort and need. This is not to suggest that broa� ehanges must be made, but to determine just what is being done now, the stafftime ' and autsicie costs involved, coordination with other departments and fulfillrnent of ' objectives. Even if no changes are made, it will provide a framework of existing vehietes , with which to convey an agreed upon image or positioning for the city. ' i i h he in i ht 'ne from the ositionin work and the knowled e Ar ned w t t s g s gai d p g g , acquired in the audit, a comprehensive communications plan will be developed to cover both public information and community relations activities. Objectives, strategies and tactivities will be outlined and timelines and costs will be established for all recommended ' ' activities, whether one-time or ongoing. A variety of target publics will be identified and er,compassed in the plan. The plan would cover the first year in detail, but suggest ' j r a,ad�..,L�� r alterations for the second year and thereafter. ' 22 ' � � , ' ' Future Options � CommunicationslPlanning Initiatives � Cablecastin of�it Council 1Vleetin s/Events g Y g � Current discussions of having Rosemount City Council meetings on cable , television in the communit should o forward. While the ratin s will not cause slee less Y g � 1P ' nights for broadcast executives, such coverage does attra�t a significant audience. Those who watch are more likely to be opinion leaders in the community, thase who are inrlined ' to share t�xeir views with others. ' � Greater familiarity with the workings of city government and the deliberation.s of the City Council are likely to produce greater understanding of the reasons for various ' olicies and ra rams and subse uentl increases su ort. In addition, a sense of p p � , q Y, PP , community can be enhanced through coverage of important events and celebrations in the City of Rosemount. � ' The Wallace Group is experienced in video production and can provide servires ranging from a plan to production supervision and media training. i : r 23 ' .. � , ' ' Future Options � Communications/Planning Initiatives ' Coordinated Commanications with Rasemount Port Authorit Y ' Recognizing that the Rosemount Port Authority works to build the City's ' re utation within the develo ment and business communities, improved coordination in P P , communications between the City and the Authority would improve the effectiveness of the efforts of each. With a clear sense of the desired positioning, the communications of ' both organizations should be directed toward that overall goal. Each entity will weight ' target audiences differently, but the overall image of the city should be vvhole. , The Wallace Group will assist either group, as desired, in creating materials, such ' as brochures and back round ieces, that conve the agreed upon positioning. � P Y ' ' , � � 24 ' � ' ' , ' Budget , In looking at the needs of the City of Rosemount, it appears that a phased ' a roach to research and communications activities would be most a ro riate. Havin PP pP P � , just completed the quantitative research companent, it makes most sense for the City to now go ahead and do the focus group work, which will add the qualitative dimension and ' better enable the City Council and City staf�to assess public attitudes and aspirations. , Once that is accomplished, it is possible to proceed with the positioning activity and the introduction of the positioning into the City newsletter with commissioned articles. , ' Other suggested activities can be viewed as options for potential future action. At ' such a time, there likely would be a consensus on the communications course to be followed. , , The Wallace Group offers experienced counsel and efficient service at competitive rates. A premium on professional titne is offered under retainer arrangements. ' � � ' 25 ' ' '' ' ,�_. \ �: ' .� � ' ' Budget , Focus Group Activitv Question development $ 750 ' Database and recruitment 800 ' Sessions, two @ $1,500 3,000 Transcriptions 600 ' 1 i r 1 750 Ana ys s/ eport , , Room rentals 150 ' Mailings 50 Refreshments 40 ' Honorariums 400 ' Total $ 7,540 If costs for room rentals, refreshments and honorariums are lower than projected, the City ' wiil only be billed for the actual costs. ' Positioning , Meetings, analysis and report Projec#Fee, $1,250 ' Artictes , Research, writing, photos, release Project Fee, $800, per article , 26 ' , ' ,� 4.. , h ,�. , ' Wl�y The Wallace Group? ' The professionals of The Wallace Group have wide experience in opinion research ' and rou visionin and facilitation includin back round in workin with local g P � � g g g ' government and nonprofit organizations. ' I The Wallace Group has worked closely with the City of Eagan in conducting both ' ' community opinion research, as well as with the members of the City Council and staff ' department heads on visioning, determining the qualities and policies for which the City wishes to be known in the years to come. ' , Recently, the firm assisted the City of St. Louis Park on the major redevelopment project it has underway at the northeast corner of the Highway 100 and Excelsior ' Boulevard intersection. The Waltace Group met individually witk key stakeholders and ' conducted several group sessions in developing a name for the mixed-use project that embodies the ideals and aspirations of businesses and residents. ' , ' , 27 1 I � 1 1 ', ' Why The Wallace Group? (more) ' The Wallace Group also is working with Minnesota State Universities and t Colle Jes on a substantial ro ram to advance the School-to-Work initiative. This b P � tprogram, underwritten by a grant from 3M Company, includes focus group activity. ' The Wallace Group is knowledgeable as to the needs and interests of both local ' government and development issues. Roy Wallace has served on both the Dakota County Planning Commission, with the maximum two terms as chair, and the City of Eagan's ' Advisory Planning Commission, providing perspective on both planning and development ' issues. He currently serves on the Dakota County Workforce Council. Prior to the ' merger creating Minnesota State Colleges and Universities, Wallace se�-ved on the State Board of Technical Colleges, which had oversight of all technical colleges in Minnesota. , ' 5herie Wallace is chair of the Eagan Chamber of Commerce and previously served on the Ea�;an Parks, Recreation and Natural Resources Commission. She has played a ' major role in initiating dialogues between local governments, citizens and members of the ' business community. Most recently, she facilitated a group discussion between rnembers of the business community and Dakota County commissioners on County Road 42, a ' session attended by many leaders of local government. ' 28 ' .. ' , �� ' � � , tWhy The Wallace Group? (more) � The Wallace Group believes it can make a significant contribution in helping the ' City of Rosemount better communicate with its residents, establish its identity and ' broaden its outreach efforts, thereby building a secure foundation for the future. , Complete background information on the firm and its principals follows. ' ' ' � ' ' ' , � I ' 29 ' , � ,..�,. � � �' � ' � 1 1 � ' Background Information on - , The Wallace Group � ' ' � , ' , � . , ' , i � 1 : 1 , About the Wallace Group. . . ' The Wallace Group offers marketing communications and public relations counseling and services and consults with , business and nonprofit organizations on strategic planning � and business plan development. The organization designs and executes strategic plans in , marketing communications, media and investor relations, ' commun.ity relations, opinion research and advertising for a variety of regional and r�ational clients. ' The Wallace Grou is e erienced in serving corporate P XP ' . clients engaged in consumer and business-to-business marketing, including finance and professional firms, , organizations in health care, real estate development, retailing, transportation, manufacturing, agribusiness and ' ' consumer goods, and a range of non-profit groups. � By tying a communications plan to a carefull�r ' con�tructed marketing strategy, the Wallace Group successfully promotes products and services to targeted ' markets. , , ' , �„ 1 1 ' The Wallace team is experienced in the design and � production of publications, from concept development to ' final production. Staff inembers have professional expertise in the writing, editing, graphic design and production , elements of collateral materials ranging from annual reports � to monthly newsletters. The organization is also involved in broadcast � production, a natural outgrowth of Roy Wallace' s experience , with the broadcast media. Major television and radio projects have been carried out for major business ' organizations, together with sales and training productions. ' The Wallace Group is experienced in outcome-driven opinion research programming, where specially designed ' surveys and focus group projects are created to praduce credible and meaningful findings. Such efforts provide a � solid foundation for subsequent public relations and ' community outreach programs. i 1 ' � 1 1 � ' e � � About Roy Wallace. . . ' Ro Wallace is a rinci al of the Wallace Group, a Y P P public relations and marketing communications firm based in , the Twin Cities suburb of Eagan. As a public relationa counselor and marketing consultant, he serves a variety of corporate clients engaged in manufacturing, agribusiness, � health care, business to business, and consumer goods, as well as nonprofit organizations. He has directed pragrams on public safety issues, transportation, the arts and consumer ' marketing that have won extensive professional recognition. Wallace, who has led public relations firms in the Upper Midwes� for more than a decade, previously held key positions � in the media and corporate public relations, An award-winning broadcast journalist for 10 years, Wallace was editorial director for WABC-TV and Radio in New York, the � flagship stations of the American Broadcasting Company, and a reporter and editor for several key New York City news organizations. Prior to beginning his first public relations firm, Wallace was director of public relations for Cargill, ' , Inc. and a senior public relations professional with the Consolidated Edisan Company of New York. ' An accredited member of the Public Relations Society of America, Wallace is also a member of its Counselors Academy. He is a former president and chairman of the Minnesota Press Club and was on its board for ten years . Wallace is a former ' board member of the World Press Institute and was an officer of the New York Press Club. , Active in civic and charitable organizations, Wallace I ' was appointed to the State Board of Technical Colleges by Governor Arne Carlson and served until the merger creating , Minnesota State Colleges and Universities. He is vice chair and former chairman of the Dakota County Planning Commission and a member of the Dakota County Workforce Council. In addition, Wallace is a member of the executive commi�tee of ' the Indianhead Council of the Boy Scouts of America and a member of the Eagan Rotary Club. � Wallace is a graduate of the State University of New York at Fredonia and earned an M.A. in Communicationa at New York University. Married and the father of two sons, Wallace , makes his home in Eagan, Minn. � ' � . . � . �� . � � i � � ' ' About Sherie Mentzer Wallace. . . ' Sheri� Mentzer Wallace is a principal of The Wallace Group, a public relatic�ns, marketing communications and consulting firm servin� the Upper Midwest. An experienced � counselor on marketing communications and customer service policies and prac�ices, Wallace has supervised activity for a range of clients, ancluding professional service firms, ' manufacturing compar�ies and hospitality organizations. Wallace helped organize The Wallace Group after serving in the marketing, member services and human resources ' departments of the American Automobile Association in Minnesota. Among her responsibilities at AAA, she organized , training programs and eatablished service standards far the I ' organization's member eervices department. A former director of counseling for the U.S. Job Corps in St. Paul, Wallace II strongly believes in using group facilitation skills to I ' enhance teamwork and group decision making. �,I An Education and Natural Science graduate of the University of Washington, Seattle, Wallace later �earned an , M.A. in Counseling from the University of St. Thomas, St. Paul. , Wallace is chair of the Eagan Chamber of Commerce and serves on tYse board of the Northern Dakota County Chambers of Commerce. She is :a member of Women in Communications and , � sexves on the program coinmittee of �he group's Minnesota Chapter, and a member of the American Society for Training an.d Development, ; the Saciety for Marketing Professional Services and th� American Socaety for Quality Cantrol. ' Previcusly, she w�s a board member of the International Facility Management Aseociatian its Ec�ucation Committee chair, _ ' Active in her community, Wallace has served on� the Eagan � Natural Resources, Parks and Recreatian Commission. She ' worked with .the Kaiser Roll, battered women's shelter�, the ' American Lung Association Running Club and the Minneapolis Ski Club. A past state triathlon champion, Wallace is married and resides in Eagan. ' . , ' ` ' ' , , ' About Aaron Hustedde. . . � , Aaron Hustedde is an account exective with The Wallace Group, an Eagan-based public relationa and marketing communications firm. ' � Hustedde came to the Wallace Group from the Freeborn County Register, where he most recently served as editor and ' reporter for the Albert Lea-based newspaper. His responsibilities included news coverage of a wide variety of items, from sports to county government. Hustedde also wrote � opinion pieces for the paper on a regular baais. His roots in journalism began at Winona Campus Life, a 14, 000 circulation student newspaper created at Winona State ' University. As a re�orter for the paper, and opinion page editor, he elicited a wide variet�r of responses from both students and the community. ' In addition, Hustedde interned at the Winona Area Chamber of Commerce, where he co-coordinated the annual Made in Winona Expo, a trade show featuring Winona manufacturere ' and their wares. A graduate of Winona State, Hustedde majored in ' communications-public relations and sociology. � � , � ' , ' , � ' ' � '. �� ' Clients the principals have served include: � AAA Minnesota ' APA Optics, Inc. Ariss Design ' BCED Development Burlington Northern Inc. , Burlington Northern Railroad ' Cargill, Inc. Continental Grain ' Control Data Dain Bosworth � Dayton Hudson Corporation '' Deere & Compan.y City of Eagan ' GE Capital Services Glacier Park Company , HealthOne Corporation Honeywell, Inc. � Geo. Hormel and Co. ' Investors Diversified Services, Inc. JBL Companies ' Land O'Lakes Mazanec, Bauer and� Associates, P.L.C. � ' � � ' ' Clients (more) ' Metropolitan Medical Center Minnesota Department of Agriculture � Minnesota Department of Children, Families & Learning , Minnesota Seat Belt Coalition Minnesota State Colleges and Universities ' Northrup King Company Norwest Bank ' NWNL Companies ' Peat, Marwick Pillsbury Company ' Power Systems Research Precision Diversified Industries ' Princeton Bank � Red Wing Shoe Company Rider, Bennett, Egan & Arundel ' St . James Hotel City of St. Louis Park ' Severson, Wilcox & Sheldon Signal Bank ' Simons/Conkey Associates ' Strategicare 3M Company ' , � :�