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Creating The Cloquet Image


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Cloquet Chamber of Commerce Consultation

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Creating The Cloquet Image

  1. 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 />
  2. 2. Presenters:<br />Aaron Heiber Jennifer O’Brien<br />December 9, 2009<br />2<br />
  3. 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 />What’s our name?<br />What’s our message?<br />Do we have a logo/design?<br />December 9, 2009<br />3<br />
  4. 4. Meeting Recap<br />Meeting II (Thursday October 29)<br />The Infamous Word Association Game<br />Cloquet’s Weaknesses<br />Outside Perspective<br />Recommendation for SWOT Analysis<br />Business and Community Members Perspective<br />Concluded:<br />Request for Cloquet’s SWOT Analysis as developed by Chamber and members<br />Perspective Changes<br />Meeting with community members<br />December 9, 2009<br />4<br />
  5. 5. Meeting Recap<br />Meeting III (Tuesday November 10)<br />Recognized Cloquet’s 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Outdated 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 />Cloquet’s SWOT<br />Concluded:<br />Need for transferrable brand<br />Cloquet is ready and will grow<br />Needs a “push”<br />SWOT…Again…<br />Retail area? Waterfront?<br />December 9, 2009<br />5<br />
  6. 6. Developing Cloquet’s SWOT<br />December 9, 2009<br />6<br />
  7. 7. Developing Cloquet’s SWOT<br />According to Carrie Shearer:<br />“A proper SWOT Analysis is a framework for creating an unbiased view of your organization’s 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. 8. Cloquet’s Strengths<br />Cloquet<br />Schools, colleges, faculty, choices<br />Safe community (fire, police)<br />Industrial Base<br />Good Restaurants (different/known restaurants—Gordy’s High Hat)<br />Facilities (Pool, Hockey, Trails, Sports)<br />Chamber/Government Agencies cooperation<br />No local tax<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. 9. Cloquet’s 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 />“”It’s 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. 10. Cloquet’s 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. 11. Cloquet’s 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 base—communication 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. 12. Remember…<br />The goal is to summarize your organization’s strategic situation so you can determine your next steps….<br />December 9, 2009<br />12<br />
  13. 13. Creating the Cloquet Message<br />December 9, 2009<br />13<br />Courtesy of Cloquet Forestry Center<br />
  14. 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. 15. Messaging…<br />Explains Cloquet<br />Markets Cloquet’s Assets<br />Speaks to Minnesotan’s about places in Cloquet<br />Identifiable Imagery<br />Transferrable among streams <br />Doesn’t Isolate Perceptions<br />Multiple Images<br />December 9, 2009<br />15<br />
  16. 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. 17. Messaging…<br />Schools<br />Trails<br />“Towns” not “City”<br />Cloquet needs:<br /><ul><li>Fixing, not changing
  18. 18. Old Style/New Look</li></ul>Ready for Growth*<br />Watch us Grow<br />COMFORTABLE<br />December 9, 2009<br />17<br />Assets<br />“It’s all okay in Cloquet…”<br />
  19. 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. 20. December 9, 2009<br />19<br />Creating the Message<br />
  21. 21. December 9, 2009<br />20<br />It’s Time to Re-Think Cloquet<br />
  22. 22. December 9, 2009<br />21<br />It’s Time to Re-Think…<br />Cloquet<br />
  23. 23. December 9, 2009<br />22<br />It’s Time to Re-think Cloquet<br />
  24. 24. It’s Time to Re-Think…<br />December 9, 2009<br />23<br />
  25. 25. December 9, 2009<br />24<br />Cloquet<br />
  26. 26. December 9, 2009<br />25<br />Look Closer…<br />
  27. 27. December 9, 2009<br />26<br />Look Closer…<br />Look Cloquet…<br />
  28. 28. December 9, 2009<br />27<br />Look Closer… Look Cloquet…<br />
  29. 29. Look Closer…<br />December 9, 2009<br />28<br />
  30. 30. December 9, 2009<br />29<br />Look Cloquet…<br />
  31. 31. Recommendations<br />December 9, 2009<br />30<br />
  32. 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. 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. 34. Remember…<br />You and only you can decided what is ultimately right…<br />December 9, 2009<br />33<br />