The City of Cloquet, Minnesota Economic Development Authority (EDA) is releasing a request for proposals for the development of a business marketing strategy containing a clear community message about Cloquet. The strategy will propose a campaign to market Cloquet and all there is to offer to external and existing businesses and non-resident audiences in an effort to attract them and create an awareness of the Cloquet community. The strategy should strive to meet all outlined goals including specific strategies to better market opportunities within the Cloquet Business Park.
Cloquet is located just 18 miles southwest of Duluth, MN with excellent schools (new Middle School set to open in 2017) in a family-friendly small town atmosphere, with a high quality of life, offering warmer regional weather, and an economical cost of living within the region. Cloquet has a rich industrial history along with evolving highway development, downtown, and Business Park opportunities.
The goal of the Cloquet Business and Community Marketing Plan is:
To seek responses to this RFP to develop a plan for a business marketing strategy and development of a community message to target corporate site selectors, business decision makers, and the general business community about why Cloquet is a viable choice for locating and growing a business in the region. The goal is to have Cloquet recognized as a unique and attractive community where people of all ages want to live, learn, work, and enjoy and where businesses choose to locate due to an attractive and positive business and overall community climate.
The endeavor will work to dispel negative regional perceptions to align with positive realities Cloquet has to offer, that sets it apart within the region. The effort will provide a clear message on Cloquet’s unique and positive characteristics, highlighting assets and generating positive perceptions among local, regional, and national marketplaces. The marketing strategy and community message will be clear, flexible, creative, and targeted communicating Cloquet’s values and business opportunities (e.g. Cloquet Business Park).
Key Marketing Targets:
- New businesses (attract)
- Existing businesses (retain)
- New Residents (attract)
The Marketing Strategy should address the following goals:
GOAL 1: RECRUIT/ATTRACT NEW BUSINESSES BY TARGETING AND ENGAGING CORPORATE BUSINESS SITE SELECTORS AND OTHER REGIONAL DECISION MAKERS.
OUTCOME: Cloquet is recognized by corporate site selectors and business location decision makers. Cloquet as a business location is strongly considered by businesses looking to relocate or expand and is strongly recognized by pronounced marketing that is it part of the Duluth- Superior region. Opportunities in the Cloquet Business Park, Downtown, Highway Corridor and Industrial Riverfront are promoted. The strategy should identify how to better market or message the opportunities within the Cloquet Business Park.
GOAL 2: GROW AND RETAIN EXISTING BUSINESSES.
OUTCOME: Existing businesses realize the benefits of staying and growing within Cloquet and feel a sense of pride and loyalty to remaining in Cloquet. Businesses feel valued and appreciated within the community.
GOAL 3: DIFFERENTIATE CLOQUET FROM OTHER COMMUNITIES/TARGET MARKETS BY PROMOTING DISTINCTIVE ATTRIBUTES THAT DEMONSTRATE VALUE.
OUTCOME: Creation of a unique and creative business and community marketing strategy that is relevant to viable and identified targets that raise the awareness of Cloquet as a place to do business.
GOAL 4: CONVEY A POSITIVE AND RELEVANT MESSAGE ABOUT CLOQUET BOTH INTERNALLY AND EXTERNALLY TO THE BUSINESS COMMUNITY.
OUTCOME: Cloquet is recognized as a desirable place to do business (no new city logo is needed as part of this process).
GOAL 5: IDENTIFY LOCAL COMMUNITY PARTNERS AND STAKEHOLDERS THAT CAN SHARE AND PROMOTE A UNIFIED MESSAGE.
OUTCOME: Multiple partners share a message that is consistently conveyed to both new and existing businesses that partners come into contact with.
Scope of Service:
At a minimum the project deliverable are:
- A business marketing plan/strategy document that will contain a clear community message about Cloquet. The marketing plan will propose a campaign to market Cloquet and all there is to offer to external and existing businesses and non-resident audiences in an effort to attract them and create a positive awareness of the Cloquet community. The strategy should strive to meet all outlined goals listed above including strategies to better market opportunities within the Cloquet Business Park.
- Review and critique the city’s current marketing methods.
- Assess with stakeholders relevant input. Stakeholders could include general businesses, business members of the Cloquet Area Chamber of Commerce, Cloquet EDA, etc.
- Craft a clear community message about Cloquet that conveys unique regional positioning for economic and residential growth to attract into the City.
- Create a marketing strategy for economic development and new residential growth with graphic design templates.
Proposal due by September 2nd, 2016 to:
Holly Butcher
Community Development Director City of Cloquet
1307 Cloquet Avenue Cloquet
MN 55720 (218) 879-2507 x4
hbutcher@ci.cloquet.mn.us