UMD News Releases

Communication Associate: Public Relations | Lori Melton | | (218) 726-8830

May 13, 2005
Susan Beasy Latto, Director, UMD Public Relations, (218) 726-8830
John Kratz, Instructor, UMD Labovitz School of Business and Economics (218) 726-7155

UMD Students Create Marketing Plan
for Mayor Herb Bergson's e-City Initiative

Press Conference to be Held to Honor Students for Their
Contributions to the City

May 16, 10:30 a.m.

Five University of Minnesota Duluth (UMD) marketing students developed an integrated marketing communications plan for the Duluth e-City Initiative. The plan outlined affordable marketing strategies that will be used by the e-City committee this summer.

The e-City Initiative was created by Duluth Mayor Herb Bergson and was implemented by the e-City committee. "e-City" is the name given to marketing efforts designed to enhance "the Duluth Experience," by making information about the areas resources easily available, and by helping visitors and residents "stay connected" with enhanced e-technology.

The UMD student marketing team created an easy-to-implement media plan in an effort to build awareness of the e-City Initiative and position Duluth as the "e-City of the North". The team developed a new logo, created a new e-City web page, developed a streaming video of Duluth, and designed usable brochures and other educational literature for the residents and visitors of Duluth.

"e-City" projects to date include setting up "e-Port" kiosks located throughout the city, and free wireless broadband in Duluth's most popular visitor destinations. Proposed sites include: Canal Park, Spirit Mountain, Park Point, Bayfront Park and Hawk Ridge Nature Reserve.

The "e-City" committee has arranged for a press conference with Mayor Herb Bergson to honor the UMD students and their contributions to the city. The press conference will be held on May 16, 10:30 a.m. at the Duluth City Hall.

The UMD marketing team is comprised of students from the Advertising and Marketing Communications class taught by John Kratz. Kratz, an instructor in the UMD Management Studies department, says that giving practical experience in solving real problems is the best way to learn.

Throughout the semester the students, all senior marketing majors, prepared an integrated marketing communications plan, complete with creative concepts, an ad campaign, focus groups, brand imaging, positioning, and competitive analysis. All work was done within a specified budget.

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