4.1. Branding the CityMemorandum
To: Hopkins City Council
From: Jim Genellie
Date: October 10, 2014
Subject: Rebranding the City
The purpose of this discussion is to determine whether the City Council has an interest in
pursuing a rebranding project.
During the Visioning Hopkins Mainstreet Pecha Kucha event held last March, Alan Schutte
made a presentation about rebranding the City. His presentation generated the third most
interest that night. (See Visioning Mainstreet Pecha Kucha Results.)
The current city logo has been in use since 1986. It is a recognizable brand but perhaps a bit
dated. Should the City Council be interested in engaging in a rebranding project, this is a
good time to consider it. The 2015 Mainstreet project will include new signage. This would
present an opportunity to use any new logo or colors that might come out of a rebranding
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project as would future changes to 8 Avenue and the new LRT station areas.
The Project Scope of a rebranding project would likely include the following:
1. Develop a brand strategy that specifies the City’s primary audiences, brand values,
personality, value proposition, brand positioning and brand promise (Strategic Brief)
2. Establish a new visual identity for the organization and create a visual identity standards
manual or brand book that governs the use of the identity.
3. Develop brand messaging and train staff on its use included in development of visual
identity
5. Consider the ThinkHopkins.com marketing strategy and provide recommendations on
how to incorporate the continued use of the strategy into a new City brand or to replace
it with a different message included in development of strategic brief
6. Guidance on brand launch included in development of visual identity
7. Develop print collateral; including brochures, letterhead, business cards, PowerPoint
template, annual report, fliers, booklets.
The estimated costs of the entire project would be approximately $20 to $30 thousand. Step
number 1, however, would only cost about $2,500. The City Council would have an
opportunity at the end of Step 1 to decide whether it agrees with the brand strategy and
whether to proceed with the project.
Step 2 would be the most significant part of the project. The Council, of course, would have to
agree to any changes in the City’s visual identity.
The Communications fund would be the source of funding.
Attached are Visioning Mainstreet Pecha Kucha Results and a copy of Mr. Shutte’s Pecha
Kucha presentation.
\\Branding Memo.docx
Visioning Hopkins Mainstreet Event Pecha Kucha Slide Presentations
Voting Results (in descending order)
LRT/Artery - 39
2 1 3 2 6
1 1 2 7 5
1 1 1 3 3
One Thing City Could Do To Make Downtown More Vibrant 36
1 2 1 3 14
2 1 3 4 2
1 2
Hopkins Brand Presentation 32
2 2 13 6 2
5 1 1
Business Improvement District 28***
4 1 2 2 1
2 6 2 2 1 2
*
Each asterisk repesents additional point given for overall presentation (included in total).
Public Space - 23***
1 1 1 1 1
4 1 1 5 1
1 2
Historic Preservation 17
1 1 8 1
2 1 1 2
*
Each asterisk repesents additional point given for overall presentation (included in total).
Open To Business 14
1 1 1 3 1
1 6
Mainstreet Improvements - 12
4 1 4 3
Mobile Vendors 11*
2 1 7
Downtown Real Estate Market 9*
1 3 1 1 2
*
Each asterisk repesents additional point given for overall presentation (included in total).
st
Visioning Hopkins, 21 Century 7
1 1 1 1 2
1
Wheels 4
1 2 1
Visioning Hopkins Mainstreet Event Comment Card Results
(each number represents an individual comment card submitted)
1.Interestinga place to start. Concerned about food trucks competing with existing restaurants. Beautifying
& installing signage at entrances to city is important. Need more flowers/shrubs & should be better
maintained; Central Park and other garden areas have many weeds. Some cities ask neighborhoods to adopt
green spaces & recognize their efforts. Focus on bikes because of trail head location. Invite riders in with
food, toilets. Like idea of downtown improvement district. Reach out to exiting businesses to find ways to
encourage them to stay. Hopkins seems to be putting all eggs in light raillooking bleak to me??
2.Need $ for project generation/supportlots of $.
3.
et embrace future and changes it might bring.
4.Food trucks will put downtown restaurants, barely hanging on now, out of business.
5.Hopkins needs: dog park & boarding; nice, upscale restaurants; more street lights; safe path to connect bike
trails; café with live music.
6.Placement of booths and parking shortages at festivals negatively impact businesses. Although we love
preservation of tradition, would appreciate having fronts of stores unobstructed and open for business during
festivals. I would love to discuss katie@babyongrand.com, #651-785-6871
7.Work with business owners to improve qualify of their signs, since first impressions are formed in 5-10
eating impression merchandise is
8.I work at Cargill and think people would come to Hopkins after work if there was a stable, open-every-day
retail and a more upscale place to get a drink. Aji missed the boat by not having a bar (I told them!).
Mainstreet, Hopkins Tavern, etc., are too casual for many professionals.
9.What will be done
; Chowder Fest (local places make chowder); dog park that you can walk to; wine bar for young people.
10.Snow removal on sidewalks needs improvement; food trucks allowed on Mainstreet but not on top of
restaurants seems to make sense; historical protection is also a great idea.
11.
12.
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Upgrade to LED lighting is great. Include 8 Av. north of Mainstreet as well. Include bike racks all along the
street.
Absolutely love the logo/marketing ideas of Alan Schulte. What makes Hopkins special & how can we spread
the word? Water tower improvement would be nice.
High density/streetscape activity is good for city.
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Like food trucks & suggested location. What about on 9 around clock tower plaza?
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Artery: large sign/arch over 8 & Excelsior as shown by Alan Schulte.
Art painted on current parking ramp is importantwhite paint is dull.
13.Business Improvement District YES!
14.
you renovate the Shady Oak station area.
15.Hopkins needs bakery now t
16.Hopkins needs local bakery to create community and local hangout. Should have raspberries at the festival
friends we brought were extremely disappointed there were none. Love the hotel idea.
17.Improve clock tower plaza with shade, movable seating and tables.
MOVING THE HOPKINS BRAND FORWARD
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Downtown Norfolk. It just works.
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MEG BEEKMAN, CITY OF HOPKINS COMMUNITY DEVELOPMENT COORDINATOR
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SHARON WERNER, WERNER DESIGN WERKS, ST. PAUL, MN
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MINNESOTA
A tradition preserved.
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ARCHWAY ON MAINSTREET WITH LOGO/TAGLINE OR
CAN BE CHANGED OUT TO SHOWCASE VARIOUS EVENTS
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QR CODES IN SIDEWALKS ON
VARIOUS CORNERS OF MAINSTREET.
LINK TAKES YOU TO VIEW
OF SAME CORNER CIRCA 1915
WITH A BRIEF HISTORY OF
BUILDINGS, ETC. SHOWN.
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THE WATER TOWER
IS SLATED TO BE
REPAINTED IN 2016.
JUST SAYING.
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FIND THE RASPBERRY
REASON NO.
You can buy gravy from the mayor on Thanksgiving Day.
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BEGIN BEGIN BEGIN ALLWELCOME
DEVELOPMENT DEVELOPMENT DEVELOPMENT ELEMENTSTO
OF OF OF READY TO
STRATEGIC BRANDING FINAL IMPLEMENT
BRIEFCAMPAIGNELEMENTS
MINNESOTA
A tradition preserved.
OCT 2014OCT 2015OCT 2016OCT 2017JAN 2018
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BRUCE TURKEL, TURKEL BRANDS, MIAMI, FL
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ALAN SCHUTTE, PLATT HOLLOW ROAD, HOPKINS, MN
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