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New community video 'tells Mitchell's story'

After a year in the making, a video looking at the life of the Mitchell community is complete. Earlier this month, the city of Mitchell unveiled the community video, which was part of efforts to establish a community brand in the past year and a ...

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After a year in the making, a video looking at the life of the Mitchell community is complete.

Earlier this month, the city of Mitchell unveiled the community video, which was part of efforts to establish a community brand in the past year and a half.

The three-minute promotional video, which came with a $30,000 price tag, includes various shots from the community, including Lake Mitchell, the World's Only Corn Palace, Mitchell Technical Institute, Dakota Wesleyan University, several businesses and more.

The city chose to take on the project, according to City Administrator Stephanie Ellwein, but it was a community effort that included the Chamber of Commerce, Mitchell Main Street & Beyond and Mitchell Convention and Visitors Bureau.

"The hope was at the end we would have a video that was accurately portraying what our community is," Ellwein said.

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The video, which was produced by Iowa-based Amperage Marketing, was released Jan. 20 and by the following week, it had garnered already 850 views, according to Ellwein. Monday, the video was up to 919 views.

Ellwein said it was important to the city, and other organizations, to display Mitchell at various seasons throughout the year, not just the summer months.

And so that's what was done.

The video, which numerously displays the city's tagline of "Outside Expectations," features residents and visitors hunting during the fall, fishing on the lake in the summer, as well as people sledding in the winter.

Officials with Amperage Marketing stopped by Mitchell three times to get photos, video clips and other information, Ellwein said.

In the end, officials were both impressed and pleased with the turnout, including Sonya Moller, the director of the Chamber of Commerce.

"We were all able to come together and each entity was able to put facets of the Mitchell community into the video, and I think it gives it that holistic approach and really makes it feel Mitchell," Moller said. "It tells Mitchell's story."

More than 1,100 surveys were collected from people asking what they thought about Mitchell, Moller said, and it was key to capture as many of those comments as possible.

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Moller said the hope is the video builds a sense of pride for Mitchell residents, but also to be used as a recruitment tool to draw more people to the area - whether for area businesses or more students at DWU and MTI.

And the branding and recruitment efforts don't end there. Ellwein said the company will also create two commercials - one that is 15 seconds and another that is 30 seconds.

The 30-second commercial will focus on the community as a whole, along with workforce development, Ellwein said, while the 15-second commercial will revolve around tourism.

Since a majority of the information and video has already been taken, Ellwein estimates those will be completed within the next three months.

"We hope that this helps communicate not only to visitors and people considering moving to our community, but also people who have been here their whole lives why Mitchell is a unique and great community to live," Ellwein said. "I really feel like when you watch that video, you see the cool things that are happening in town."

The video is posted online on YouTube and is available for anyone in the community to use, Ellwein said. And if anybody is having trouble or would like a better version, can request a digital copy from Ellwein.

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