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Marketing study: Woodbury 'the center of something,' but what?

Woodbury continued to take steps toward improving its marketing strategy with the help of a consultant and a study conducted over the past few months.

PadillaCRT, which has worked with Minneapolis and St. Paul on marketing and branding, presented the City Council with a report highlighting current marketing efforts that could be improved.

“What you have is somewhat of a disjointed look and messaging throughout the city,” said Tom Jollie of PadillaCRT, adding that the next step is to get “everybody singing from the same song.”

Marketing a suburb like Woodbury can be a bit of challenge.

“If you’re not Seattle with the Space Needle, what do you got,” Jollie said, noting that there can be a lot of similarities between cities in the metro area.

The study suggests a large monument sign at the entrance of Woodbury would add some character to the city’s identity. Some cities add them to park benches, bus shelters and street signs as well, Jollie said.

Additionally, creating a theme to market the city by would also develop a sense of place and an “elevator story.”

“We’re not going to call Woodbury the center of it all because we’re not,” Jollie said. “We are the center of something, however.”

PadillaCRT reviewed the city’s marketing materials including brochures and offerings from parks and recreation, Central Park, the public safety department, Bielenberg Sports Center and the Eagle Valley Golf Course.

Consultants looked at a few logo options that would present all of the city’s entities in a more cohesive and consistent manner.

The integrated marketing plan would involve city staff, community volunteers and residents.

The City Council will then have the tools needed to make a decision about a convention and visitors bureau or other ways to continue branding the city.

“Those are some of the issues you’ll have to face,” Jollie said.

City Administrator Clint Gridley said he’s excited to take the results of the studies, interviews with various city departments and all of the research that PadillaCRT has done to work with the city’s “ambassadors” and employees on how to better market Woodbury.

“This will give us standards and means to have consistency,” he said. “And allow freedom within boundaries.”

City Council began working on its marketing strategic plan at a planning session in April 2013.

The council expressed desire to unify its image to attract more local and regional events to public and private facilities in Woodbury.

The council is working with PadillaCRT as well as Zeitgeist Consulting, which is working on a convention and visitors bureau feasibility study.

Riham Feshir
Riham Feshir is a reporter and photographer for the Woodbury Bulletin. Her coverage includes Woodbury City Hall, Washington County Board of Commissioners and business news.  Follow Riham on Twitter @RihamFeshir for the latest updates.