The document summarizes three meetings held by representatives of the Cloquet Chamber to develop a marketing strategy for Cloquet, Minnesota. In the meetings they discussed Cloquet's assets and weaknesses, conducted a SWOT analysis, and began developing a brand message and image. They focused on identifying Cloquet's strengths like schools and industry while addressing weaknesses like fear of change. The group discussed targeting audiences like families, tourists and businesses and creating a message that highlights Cloquet's comfort and growth while rethinking perceptions of the city. Recommendations were made to improve Cloquet's website and market the new message and image.

1. “Creating the Cloquet Image” As presented for the Cloquet Chamber: Brian Fritsinger Shelly Peterson Kelly Zink December 9, 2009 1

2. Presenters: Aaron Heiber Jennifer O’Brien December 9, 2009 2

3. Meeting Recap Meeting I (Tuesday October 6) Developing Friendships Open Retail Area Grow Business Park Increase Tourism Attract Businesses Attract Families Concluded: What are our assets? How do we market? What’s our name? What’s our message? Do we have a logo/design? December 9, 2009 3

4. Meeting Recap Meeting II (Thursday October 29) The Infamous Word Association Game Cloquet’s Weaknesses Outside Perspective Recommendation for SWOT Analysis Business and Community Members Perspective Concluded: Request for Cloquet’s SWOT Analysis as developed by Chamber and members Perspective Changes Meeting with community members December 9, 2009 4

5. Meeting Recap Meeting III (Tuesday November 10) Recognized Cloquet’s two different groups Old Downtown/Highway Committee “Us and Them” Small Town Feel… Outdated “80% Rundown, 20% Classic “Needs Fixing not Changing” Cloquet’s SWOT Concluded: Need for transferrable brand Cloquet is ready and will grow Needs a “push” SWOT…Again… Retail area? Waterfront? December 9, 2009 5

6. Developing Cloquet’s SWOT December 9, 2009 6

7. Developing Cloquet’s SWOT According to Carrie Shearer: “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.” “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…” *** December 9, 2009 7

8. Cloquet’s Strengths Cloquet Schools, colleges, faculty, choices Safe community (fire, police) Industrial Base Good Restaurants (different/known restaurants—Gordy’s High Hat) Facilities (Pool, Hockey, Trails, Sports) Chamber/Government Agencies cooperation No local tax Infrastructure Sense of Community Strong History Base Potential for Economic Growth Arts, Theater CED Location Good Restaurants No local tax Infrastructure Strong History base December 9, 2009 8

9. Cloquet’s Weaknesses Cloquet CED Spread out Fearful of change Perceived as old Close Minded Traditional Segregated location Judgments RE Native Americans Lack of Trust of Big Business Expansion of Small Business/fear to do here Resistant to change image/new generation Lack of involvement in the community “Clickie” “”It’s all about me” Perceived as old Expansion of Small Business/fear to do here Resistant to change image/new generation Lack of involvement in the community December 9, 2009 9

10. Cloquet’s Opportunities Cloquet Melting Pot-harness outside areas of county Carlton County-gather as the “metro,” with a parade, lunch, kids carnival Economic Infrastructure is ready Engage other businesses River Waterfront 33 Corridor Traffic CED Economic Infrastructure is ready Engage other businesses River Waterfront 33 Corridor Traffic December 9, 2009 10

11. Cloquet’s Threats CED Cloquet Job layoffs Older/traditional mindsets “Industrial” town Too close to larger city Average income/cost of living Focal Center/information base—communication of accurate information to the public Without hockey, there is nothing to “DO” for younger generations Lack of diversity (perceived) Geographic limitations (N- St. Louis Cty, W-Reservation, S- Carlton, E- Esko) for housing developments, city limits. Wetland/Environment Job layoffs Current Economic State Average income/cost of living Geographic limitations (N- St. Louis County, W- Reservation, S- Carlton, E- Esko) for housing developments, city limits. Wetland/Environment December 9, 2009 11

12. Remember… The goal is to summarize your organization’s strategic situation so you can determine your next steps…. December 9, 2009 12

13. Creating the Cloquet Message December 9, 2009 13 Courtesy of Cloquet Forestry Center

14. Marketing the Target Audience Business Owners Small Mid-Level Retail? Families Tourists Summer Winter Grand Marais Twin Cities Twin Ports Hinckley Range Cities Outdoor Enthusiasts Hobby and Thrill Seekers December 9, 2009 14

15. Messaging… Explains Cloquet Markets Cloquet’s Assets Speaks to Minnesotan’s about places in Cloquet Identifiable Imagery Transferrable among streams Doesn’t Isolate Perceptions Multiple Images December 9, 2009 15

16. Messaging… People Families Landmarks Parks/Nature/Outdoors Downtown I-35 and I-33 Corridor December 9, 2009 16

18. Old Style/New LookReady for Growth* Watch us Grow COMFORTABLE December 9, 2009 17 Assets “It’s all okay in Cloquet…”

19. December 9, 2009 18 Five Major Groups City Limits Other County City Chamber School District Fond-Du-Lac

20. December 9, 2009 19 Creating the Message

21. December 9, 2009 20 It’s Time to Re-Think Cloquet

22. December 9, 2009 21 It’s Time to Re-Think… Cloquet

23. December 9, 2009 22 It’s Time to Re-think Cloquet

24. It’s Time to Re-Think… December 9, 2009 23

25. December 9, 2009 24 Cloquet

26. December 9, 2009 25 Look Closer…

27. December 9, 2009 26 Look Closer… Look Cloquet…

28. December 9, 2009 27 Look Closer… Look Cloquet…

29. Look Closer… December 9, 2009 28

30. December 9, 2009 29 Look Cloquet…

31. Recommendations December 9, 2009 30

32. Website Likes Seasonal Display Scarcity Principle Weather Forecast Domain Name Inviting (Information is accessible) Professionally Done Suggestions Webcams! Make it Fun Make it Natural More Pictures More Human/Nature Interaction “Getaway” Trail Conditions (Webcam) December 9, 2009 31

33. Recap SWOT Revisions Creating the Message Creating the Image Marketing the Message Marketing to the Target Audience December 9, 2009 32

34. Remember… You and only you can decided what is ultimately right… December 9, 2009 33