Creating The Cloquet Image

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Cloquet Chamber of Commerce Consultation

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<ul><li> 1. Creating the Cloquet Image<br />As presented for the Cloquet Chamber:<br />Brian Fritsinger<br />Shelly Peterson <br />Kelly Zink<br />December 9, 2009<br />1<br /></li></ul> <p> 2. Presenters:<br />Aaron HeiberJennifer OBrien<br />December 9, 2009<br />2<br /> 3. Meeting Recap<br />Meeting I (Tuesday October 6)<br />Developing Friendships<br />Open Retail Area<br />Grow Business Park<br />Increase Tourism<br />Attract Businesses<br />Attract Families<br />Concluded:<br />What are our assets?<br />How do we market?<br />Whats our name?<br />Whats our message?<br />Do we have a logo/design?<br />December 9, 2009<br />3<br /> 4. Meeting Recap<br />Meeting II(Thursday October 29)<br />The Infamous Word AssociationGame<br />Cloquets Weaknesses<br />Outside Perspective<br />Recommendation for SWOT Analysis<br />Business and Community Members Perspective<br />Concluded:<br />Request for Cloquets SWOT Analysis as developed by Chamber and members<br />Perspective Changes<br />Meeting with community members<br />December 9, 2009<br />4<br /> 5. Meeting Recap<br />Meeting III (Tuesday November 10)<br />Recognized Cloquets two different groups<br />Old Downtown/Highway Committee<br />Us and Them<br />Small Town Feel<br />Outdated <br />80% Rundown, 20% Classic<br />Needs Fixing not Changing<br />Cloquets SWOT<br />Concluded:<br />Need for transferrable brand<br />Cloquet is ready and will grow<br />Needs a push<br />SWOTAgain<br />Retail area? Waterfront?<br />December 9, 2009<br />5<br /> 6. Developing Cloquets SWOT<br />December 9, 2009<br />6<br /> 7. Developing Cloquets SWOT<br />According to Carrie Shearer:<br />A proper SWOT Analysis is a framework for creating an unbiased view of your organizations internal strengths and weaknesses versus the external opportunities and threats which could hamper success.<br />It is not a list of what should be done. It is a tool to help you develop a strategy to distinguish your organization from others providing similar products or services *** <br />December 9, 2009<br />7<br /> 8. Cloquets Strengths<br />Cloquet<br />Schools, colleges, faculty, choices<br />Safe community (fire, police)<br />Industrial Base<br />Good Restaurants (different/known restaurantsGordys High Hat)<br />Facilities (Pool, Hockey, Trails, Sports)<br />Chamber/Government Agencies cooperation<br />No localtax<br />Infrastructure<br />Sense of Community<br />Strong History Base<br />Potential for Economic Growth<br />Arts, Theater<br />CED<br />Location<br />Good Restaurants<br />No local tax<br />Infrastructure<br />Strong History base<br />December 9, 2009<br />8<br /> 9. Cloquets Weaknesses<br />Cloquet<br />CED<br />Spread out<br />Fearful of change<br />Perceived as old<br />Close Minded<br />Traditional<br />Segregated location<br />Judgments RE Native Americans<br />Lack of Trust of Big Business<br />Expansion of Small Business/fear to do here<br />Resistant to change image/new generation<br />Lack of involvement in the community<br />Clickie<br />Its all about me<br />Perceived as old<br />Expansion of Small Business/fear to do here<br />Resistant to change image/new generation<br />Lack of involvement in the community<br />December 9, 2009<br />9<br /> 10. Cloquets Opportunities<br />Cloquet<br />Melting Pot-harness outside areas of county<br />Carlton County-gather as the metro, with a parade, lunch, kids carnival<br />Economic Infrastructure is ready<br />Engage other businesses<br />River Waterfront<br />33 Corridor Traffic<br />CED<br />Economic Infrastructure is ready<br />Engage other businesses<br />River Waterfront<br />33 Corridor Traffic<br />December 9, 2009<br />10<br /> 11. Cloquets Threats<br />CED<br />Cloquet<br />Job layoffs<br />Older/traditional mindsets<br />Industrial town<br />Too close to larger city<br />Average income/cost of living<br />Focal Center/information basecommunication of accurate information to the public<br />Without hockey, there is nothing to DO for younger generations<br />Lack of diversity (perceived)<br />Geographic limitations (N- St. Louis Cty, W-Reservation, S- Carlton, E- Esko) for housing developments, city limits. Wetland/Environment<br />Job layoffs<br />Current Economic State<br />Average income/cost of living<br />Geographic limitations (N- St. Louis County, W- Reservation, S- Carlton, E- Esko) for housing developments, city limits. Wetland/Environment<br />December 9, 2009<br />11<br /> 12. Remember<br />The goal is to summarize your organizations strategic situation so you can determine your next steps.<br />December 9, 2009<br />12<br /> 13. Creating the Cloquet Message<br />December 9, 2009<br />13<br />Courtesy of Cloquet Forestry Center<br /> 14. Marketing the Target Audience<br />Business Owners<br />Small<br />Mid-Level<br />Retail?<br />Families<br />Tourists<br />Summer<br />Winter<br />Grand Marais<br />Twin Cities<br />Twin Ports<br />Hinckley<br />Range Cities<br />Outdoor Enthusiasts<br />Hobby and Thrill Seekers<br />December 9, 2009<br />14<br /> 15. Messaging<br />Explains Cloquet<br />Markets Cloquets Assets<br />Speaks to Minnesotans about places in Cloquet<br />Identifiable Imagery<br />Transferrable among streams <br />Doesnt Isolate Perceptions<br />Multiple Images<br />December 9, 2009<br />15<br /> 16. Messaging<br />People<br />Families<br />Landmarks<br />Parks/Nature/Outdoors<br />Downtown<br />I-35 and I-33 Corridor<br />December 9, 2009<br />16<br /> 17. Messaging<br />Schools<br />Trails<br />Towns not City<br />Cloquet needs:<br /></p> <ul><li>Fixing, not changing </li></ul> <p> 18. Old Style/New LookReady for Growth*<br />Watch us Grow<br />COMFORTABLE<br />December 9, 2009<br />17<br />Assets<br />Its all okay in Cloquet<br /> 19. December 9, 2009<br />18<br />Five Major Groups<br />City Limits<br />Other<br />County<br />City<br />Chamber<br />School District<br />Fond-Du-Lac<br /> 20. December 9, 2009<br />19<br />Creating the Message<br /> 21. December 9, 2009<br />20<br />Its Time to Re-Think Cloquet<br /> 22. December 9, 2009<br />21<br />Its Time to Re-Think<br />Cloquet<br /> 23. December 9, 2009<br />22<br />Its Time to Re-think Cloquet<br /> 24. Its Time to Re-Think<br />December 9, 2009<br />23<br /> 25. December 9, 2009<br />24<br />Cloquet<br /> 26. December 9, 2009<br />25<br />Look Closer<br /> 27. December 9, 2009<br />26<br />Look Closer<br />Look Cloquet<br /> 28. December 9, 2009<br />27<br />Look Closer Look Cloquet<br /> 29. Look Closer<br />December 9, 2009<br />28<br /> 30. December 9, 2009<br />29<br />Look Cloquet<br /> 31. Recommendations<br />December 9, 2009<br />30<br /> 32. Website<br />Likes<br />Seasonal Display<br />Scarcity Principle<br />Weather Forecast<br />Domain Name<br />Inviting (Information is accessible)<br />Professionally Done<br />Suggestions<br />Webcams!<br />Make it Fun<br />Make it Natural<br />More Pictures<br />More Human/Nature Interaction<br />Getaway<br />Trail Conditions (Webcam) <br />December 9, 2009<br />31<br /> 33. Recap<br />SWOT Revisions<br />Creating the Message<br />Creating the Image<br />Marketing the Message<br />Marketing to the Target Audience<br />December 9, 2009<br />32<br /> 34. Remember<br />You and only you can decided what is ultimately right<br />December 9, 2009<br />33<br /></p>

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