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81 <br /> either live or via archives. Archived meetings allow residents to select exact <br /> agenda items to watch with no need to "fast forward" through a DVD or videotape <br /> in search of a quote or discussion on a specific topic. Pricing for this technology <br /> has become more affordable in recent years. <br /> 3.) Ensure the city's brand is solid and used consistently in all communications <br /> • TOOL #1: CONSISTENT LOGO USE. <br /> Branding is critical to the success of any communications effort. Without a <br /> consistent brand representing the image of the city, residents and businesses <br /> can become easily confused when they receive city information, interact with a <br /> city official, or see a city vehicle in their neighborhood, etc. An Identity Manual <br /> was created in 2003. An update is needed to include signage and vehicle <br /> graphics. <br /> • TOOL #2: CLOSE LOOPHOLES IN LOGO USE. <br /> The City of Red Wing has an excellent logo, which has been trademarked (a <br /> wise decision). Red Wing also appears to have used the logo consistently in its <br /> publications, on stationery, and on business cards. There appears to be gaps in <br /> logo use, however. All city departments must be held accountable for adhering to <br /> the guidelines in the Identity Manual and using proper approval procedures for all <br /> materials displaying the city's brand. <br /> 4.) Enhance the city's business communications practices <br /> • TOOL #1: ATTRACT PROSPECTIVE BUSINESSES AND INFORM CURRENT <br /> BUSINESSES <br /> Red Wing should dedicate additional resources to beefing up its business and <br /> development information on the city web site. These web pages would be heavily <br /> promoted and geared to current and prospective businesses, as well as <br /> developers. The key is to make doing business in Red Wing easy and <br /> convenient. Features of these web pages would include available commercial <br /> space and land updates, maps, permit information, contact names and numbers. <br /> (Tacoma, Wash. uses a similar approach —www.tacomas pace.com). <br /> • TOOL #2: PRODUCE E-NEWSLETTER FOR RED WING BUSINESSES. <br /> Tag-teaming with the enhanced business web presence would be an electronic <br /> newsletter to all businesses and interested parties with the latest development <br /> news. The e-newsletter could be sent out as needed (monthly?), and also when <br /> there are late-breaking developments or situations, such as new developments <br /> or special alerts. <br /> • The business e-newsletter would reach key people in organizations. The city <br /> would develop a database of key business e-mail addresses and distribute them <br /> accordingly. Businesses not on the city's original distribution list, interested <br />