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CR 06-076 Contract for Branding & Marketing Plan-Cityimage CITY OF June 15, 2006 e HOPKINS Council Report 2006-076 CONTRACT FOR BRANDING AND MARKETING PLAN- CITYIMAGE PrODO d Action Staff recommends adoption of the following motion: Move to authorize City Manaaer to enter into contract with Citvlmaae for Brandina and Marketina Plan. With this motion a contract will be drafted and executed. Overview In early 2006 the City of Hopkins solicited proposals for a branding and marketing plan based on a recommendation of the marketing committee. Six proposals were received. The committee narrowed the proposals and interviewed three firms. Two finalists were then interviewed by the City Council in May 2006. Based on additional follow-up after the second interviews, the committee and City staff have unanimously recommended the contract for services be awarded to Citylmage. The Scope of Services includes: Audit of current marketing practices and analysis of the results of the city's 2000 vision process Conduct 3-4 community focus groups Conduct one-on-one interviews with a wide variety of people including business owners, residents, City Council and people in the greater Metro area Formation of a branding campaign plan including: Cl 2-3 variations of a city brand (artwork, tagline and color palette), Cl Recommendation or cost-effective ways to promote Hopkins both internally and externally Cl Comprehensive, 3-year month-by-month plan including strategies and costs Measurement of the effectiveness of the branding and marketing efforts The cost for the work is $13,900; $5,000 of which will be paid by the Hopkins Business and Civic Association. Primary Issues to Consider Funding for the plan development is budgeted through the Capital Improvements Plan. The Council should be aware that implementation of the plan will be an annual expense for as long as it determined to be of value. Staff has suggested an annual budget of $10,000 to $15,000. sing & Development Coordinator Financial Impact: $ 8.900 Budgeted: Y/N Y Related Documents (CIP, ERP, etc.): Notes: Source: CIP . Creating a branding and marketing plan for the City of Hopkins . Proposal submitted by: City Citylmage Communications Final draft: June 15, 2006 . Cityl City of Hopkins Branding and Marketing Plan In order to complete an effective and comprehensive branding and marketing plan for the City of Hopkins, here is our work content and methodology: DISCOVERY PROCESS As an initial step, Citylmage will conduct a thorough audit of the Hopkins community's current marketing practices and a comprehensive review of these elements. This will include an assessment of signage, publications, advertising, public information, etc. (items with the existing Hopkins brand). We will also analyze the results of the city's 2000 vision process to identify key community attitudes about the various aspects of living in Hopkins. With these steps complete, Citylmage will facilitate 3-4 community focus groups (of 7-9 persons each). These will last approximately 90 minutes, and include: Hopkins-based businesspeople - Citizens of Hopkins - City staff and administration - City elected officials and commission members In addition to the larger focus groups, Citylmage will conduct one-on-one interviews with selected community members, such as the mayor, city manager, prominent business owners, and long-time residents as recommended by the city. Citizens Academy graduates would also be excellent candidates for in- depth, personal discussions. Other features of our research will include a vehicular tour of the city, and personal contact with residents and business owners in locations throughout Hopkins. Citylmage will spend the time necessary in Hopkins to gain a complete feel for the community. In an effort to find the current regional impression of the city, our questioning will extend beyond the borders of Hopkins as well to bordering communities and other cities in the metro area. We will utilize our contacts in the region to gain this input, as well as gain first-impression data about Hopkins from business owners and "people on the street." In the above interactions with various members of the Hopkins community and others, Citylmage will ask several questions that will help us gain a stronger sense of the city's identity, and allow for adequate follow-up discussion. The goal of these sessions is to start a healthy conversation about the current identity of the city that will lead us to creation of a Hopkins community brand. Questions would include: -What is the overall perception of Hopkins in the Twin Cities area? -Which adjectives would you use to describe Hopkins? -If there was one thing you'd identify with Hopkins, what would it be? -What is the most positive thing you can say about Hopkins? -What is the most negative thing you can say about Hopkins? -How important is history to Hopkins? -Which landmarks best typify Hopkins? -What makes you proud to be from Hopkins? -What kind of recreational offerings are there in Hopkins? -What is the reputation of the school system? -Do many people grow up and stay to raise families in the city? -Last year, Hopkins won the boys' basketball championship. How important are athletics (organized sports) to your sense of community? -What does the Hopkins Center for the Arts mean to the community? -You have 30 seconds to describe Hopkins to a stranger. What would you say? - How do you think the city should promote itself? - Anything else you'd like to add about City of Hopkins' need for branding and marketing? PLAN FORMATION Following the focus groups and personal interviews, Citylmage would formulate a draft branding campaign plan with information and feedback gained during the Discovery Process. The completed Hopkins Branding and Marketing Plan will include: -2-3 variations of a city brand, complete with artwork, tagline and color palette. -Recommendations for cost-effective ways to promote Hopkins' many positive attributes. We will highlight promotional opportunities that are external (Twin Cities region, western Wisconsin, Greater Minnesota, Midwest region), as well as internal (promoting the Hopkins brand to residents). Citylmage strongly believes that residents playa crucial role in creation of a city's reputation and image, and should be viewed as "ambassadors" for the city. - A comprehensive, three-year month-by-month marketing plan for Hopkins, including strategies and costs (publications, advertising, promotional items, etc.) Upon completion of draft plan, Citylmage would confer with city staff and members of the Hopkins Marketing Committee to receive recommendations for changes. After receiving input on the first draft, Citylmage would officially deliver the new branding and marketing plan to City of Hopkins. The method and audience for a formal presentation of the new plan is at the discretion of the city. MEASUREMENT After the plan has been set into motion, Citylmage feels it's vital for the City of Hopkins (and the Hopkins Marketing Committee) to monitor the branding and marketing plan. This will help gauge effectiveness, keep the document "alive," and allow possible tweaks to strategy and expenditures along the way. This measurement component would consist of follow-up interviews to discuss effectiveness of branding and marketing efforts with residents, staff, and elected officials in 6, 9, and 12 months. Exp cted timeframe: The City of Hopkins' branding and marketing plan will be ready for review, approval and implementation approximately 100 days after contract signing. Citylmage will be available after plan is presented to participate in potential discussions involving the Hopkins City Council and the Hopkins Marketing Committee. Total cost: $13,900 (based on rate of $65/hour, rncludes necessary expenses such as postage, travel, and related costs). Cityl A sampling of related work experience "Revive 35" branding campaign - 1-35W Solutions Alliance With traffic jams and accidents along the aging southern 1-35W corridor reaching staggering proportions, a group of cities, counties, chambers of commerce and residents in this area formed the 1-35W Solutions Alliance to lobby for improvements. The Alliance hired Citylmage in 2005 to provide its public relations, branding and marketing services. Citylmage created the "Revive 35" campaign - complete with a logo, web site (www.revive35.org), brochure and poster featuring the new tagline and brand. Press releases and guest editorials are also part of this initiative. Members of the Alliance are: Hennepin County, Dakota County, Scott County, Bloomington, Burnsville, Lakeville, Minneapolis, Richfield, Savage, and Shakopee, along with most major area chambers of commerce, and residents. City of Crystal, Minn. Communications Plan Faced with a limited budget and stretched staff resources, the City of Crystal hired Citylmage to create a comprehensive communications strategic plan for 2006-07. Forming the plan included facilitating several focus groups, researching the city's past and present communications practices, analyzing survey data and working closely with city administrators and council members to set a direction for the city's marketing and communications efforts. Come Home to the Park campaign, Brooklyn Park, Minn. Working as Communications Coordinator for the City of Brooklyn Park (1998- 2001), Tom worked to breath new life into the city's branding campaign, which had been formed in 1993. Named "Come Home to the Park," the effort was organized by a public-private partnership with the purpose of changing public attitudes about Brooklyn Park as a crime-plagued, second-ring suburb of Minneapolis. The market spanned the 70,000 residents of the city, the greater Twin Cities metro area and Upper Midwest region. With Tom's guidance, Brooklyn Park was named a T op-30 finalist in the national All-America City award contest in 1999 and gained significant positive local and regional press coverage. In his position with Brooklyn Park, Tom managed all internal and external communications (cable television broadcasts, city newsletter, Internet/Intranet content, customer information), conducted surveys and focus groups, and worked closely with the city manager, mayor, council, and staff to meet the city's diverse communications needs. Brooklyn Park, Minn. "Search for the Golden Spud" This campaign was designed to specifically to gain positive media coverage for the city as a fun place to live (not many other cities have residents search for a golden potato in the middle of summer); and to coordinate with the Brooklyn Park Recreation and Parks Department to educate citizens about the great number of parks and recreational facilities present throughout Brooklyn Park. It worked! Partnering with Wells Fargo Bank (which provided the $1,000 prize money), The Spud campaign generated excessive positive media coverage both print and television. By way of additional measurement, the campaign won a prestigious national3CMA Sawy Award in 2001 in the hotly contested Best for Least Dollars Spent category. Dakota County Technical College, Rosemount, Minn. Under Tom's direction as communications director, Dakota County Technical College implemented a new branding and marketing campaign to boost enrollment, and increase awareness of the college in the Twin Cities area. The comprehensive campaign included a tagline ("Grounds for Success"), new web site design, and a full-scale advertising campaign featuring television (broadcast and cable), radio, Internet, newspapers, magazines, and alternative methods (coffee sleeve ads, truck-side ads). Enrollment hit new records each year, despite declining numbers in other MnSCU institutions. Minnesota Independent School Fund The Minnesota Minority Education Project required both a full branding campaign and the implementation of a community relations campaign, an image campaign; funding and recruitment efforts; conference curriculum material for the development of diversity within independent school populations throughout Minnesota. The campaign targeted students and teachers of color to independent schools through print, Internet and special events. The campaign involved funds seeking strategies and grant writing. The result was a measurable 150J'o increase in students of color and 70/0 increase in the recruitment and hiring of teachers from diverse racial populations. The St. John's Bible The S1. John's Bible is the first handwritten and illuminated manuscript of the bible in its entirety in 500 years commissioned by S1. John's University in Collegeville, Minn. As a leader of the launching task force, Robyn negotiated and wrote a $2.4-million artist contract with Donald Jackson, calligrapher for Her Royal Majesty Queen Elizabeth's Crown Office. Robyn also facilitated the development of the project vision, values and mission; facilitated the planning efforts of a 1 Q-member task force, wrote the 8-year communications plan and created image brand and print material as well as the web site. Serve Minnesota Serve Minnesota is the state agent for the federal AmeriCorps programs. Campaign included development of new logo along with a branding campaign, annual reports, executive case statements, communications collateral, show displays and special material for events and new initiatives. Worked with legislators on funding issues. WSB Engineering . WSB is an engineering firm serving a variety of cities, counties, and states. WSB engaged Citylmage and Designwrite studios to design and implement a new corporate identity package that would elevate the image of this rapidly growing firm. WSB not only manages a variety of transit projects, it assists clients in securing funding for projects and these activities are key in the overall image and impact of the firms materials. Mercy Hospital Mercy Hospital seeks to distill its new care delivery model in professional journals and a variety of Internet venues. The goal of the project is to promote a positive image of hospital care delivery by developing a unified message, an accurate case study overview and compelling written materials. Project is ongoing and includes strategies for promoting the model with other care professionals, encouraging the replication of the model. CIMA Labs CIMA Labs recognizes growing concerns with the in-house operation of the Gottscho printer as it interfaces with its blister packaging lines. The core issue related to downtime in production seems to be one of streamlining communication and maximizing effective communication processes. This project includes garnering support from a variety of internal groups to develop a stronger team approach, more effective written materials and the redevelopment of reporting processes. This work is funded by a federal grant and includes considerations for FDA compliance within documentation efforts. Cityl Creative Team Robyn Lingen : Partner, solutions designer, super easy-to-work-with visionary . Citylmage Creative Director Robyn Lingen has focused her career on developing communications solutions for print, Internet and media strategies. For 20 years, she has been owner and creative director of Designwrite Studios, a design and production studio serving non-profit organizations, cities, and service businesses in the areas of print, video and Internet communications. Robyn serves Citylmage clients in both strategic capacities and as a designer for print and web productions. She leads focus group studies, creative sessions, task force and other special committees. She has helped multiple organizations develop or hone mission statements, delineate objectives, write and prepare communication plans. Her open, honest and motivational style helps build cohesive group processes. Well regarded as a problem-solver, Robyn has served on the boards of non-profit groups and has been involved in the launch of a number of community-based and business initiatives. She has received numerous awards for her print and web productions, as well as several recognitions for her leadership. Robyn is a Sumasil grant recipient in creative writing. She holds degrees in English, Fine Arts from the College of S1. Catherine in S1. Paul, Minn. and has completed graduate studies in Business Communications at Hamline University. Tom Bullington: Partner, strategist, media relations specialist, all-around smart guy. Founder of Citylmage, Tom Bullington has held professional communications positions in Minnesota and Arizona since 1990, working in newspaper, television, Internet, magazines, and radio. His career includes time spent as an editor, writer, communications team manager and city spokesperson. Tom has managed campaigns, special events and strategic growth plans for both city and non-profit organizations. He has written communications plans, conducted media training, and worked closely with the media to enhance the image of cities, colleges and other organizations. Key achievements include a 2001 Sawy Award from the City-County Communications and Marketing Association (3CMA) and numerous commendations from the International Association of Business Communicators (IABC) and Minnesota Association of Government Communicators (MAGC) for his work with Citylmage clients. A proud survivor of four years under the governorship of a former professional wrestler, Tom has a passion for the importance of city government and finding better ways for City Hall to connect with its residents. Tom earned his degree in English from S1. Olaf College, Northfield, Minn. Cityl Testimonials/References "Your fast, creative and accurate work is a relief to my busy schedule and your easy-going work style adds to my sense of security in turning a multitude of projects over to you." Helen LaFave Communications Administrator City of Plymouth, Minn. (763) 509-5090 "I look forward each week to receiving Weeklylmage in my inbox. It's always helpful to see what other cities are doing with branding and communications. The review of local government and tourism web sites is really helpful, since my city will be overhauling its web site soon." Will Hampton Communications Director Round Rock, Texas (512) 218-5409 Diann Kirby Communications Administrator (1-35W Solutions Alliance) City of Bloomington, Minn. (952) 563-8818 Diann hired Citylmage to handle all branding and public relations for the 1-35W Solutions Alliance and can speak to the firm's capabilities. Janet Lewis City Clerk/Communications City of Crystal, Minn. (763) 531-1145 Janet hired Citylmage to create a comprehensive communications plan for Crystal. Citylmage also designs the bi-monthly City of Crystal newsletter. Stacie Kvilvang Ehlers and Associates. (651) 697-8506. Stacie worked with Tom at the City of Brooklyn Park, and also asked Citylmage to speak at the 2004 Ehler's and Associates annual conference. Debbie Dahl. Human Resources Director City of Fridley, Minn. (763) 572-3507. Debbie worked with Tom at the City of Brooklyn Park and is familiar with his capabilities in the Come Home to the Park branding campaign and other efforts to market Brooklyn Park. Ann Gergen Director of Information Technology League of Minnesota Cities (651) 281-1291 Due to her position at the state league, Ann is familiar with Citylmage's work and its reputation throughout Minnesota. "I don't know whether it's unprecedented, but it can't have happened often that a brochure receives a standing ovation. That's what happened yesterday at our board meeting. Your work was applauded, loudly and long. Thank you for understanding us so well, and helping us say who we are in a way that is so appealing. " Patrick Henry Institute for Ecumenical and Cultural Research Saint John's University Collegeville, MN (320) 363-3367 "Thank you for the wisdom and care you put into the 6-year project plan and guide for The Saint John's Bible...it created context and careful delineation of program objectives and organizational support. I am particularly grateful for the thoughtful and deeply respectful way you went about creating our artist contract. Thanks for staying the course...you have my deepest respect." Br. Dietrich Reinhart, OSB, president Saint John's University Collegeville, MN Cityl Clientele Cities and Counties Apple Valley, CA St. Louis Park, MN Plymouth, MN Shoreview, MN Concord, CA Mankato, MN Tallahassee, FL Leon County, FL Crystal, MN New Brighton, MN Terrell, TX Brooklyn Park, MN Santa Monica, CA Eagan, MN Red Wing, MN Woodbury, MN Edina, MN Richmond, VA Long Beach, CA Round Rock, TX Burnsville, MN McKinney, TX College Station, TX Surprise, AZ Prescott Valley, AZ St. Petersburg, FL Shoreline, WA Marietta, GA Douglas County, GA Johnson County, KS Tacoma, WA Casselberry, FL Goodyear, AZ Mount Lebanon, PA Opelika, AL South Bend, IN Government Agenci s 1-35W Solutions Alliance - "Revive 35" campaign Federal Mediation and Conciliation Service Minnesota Pollution Control Agency Minneapolis Community Development Association ServeMinnesota! (Minnesota AmeriCorps) Urban Coalition of Minnesota Colleges, Universities and Educational Institutions Anoka Ramsey Community College College of St. Catherine Dakota County Technical College Institute for Ecumenical and Cultural Research Minnesota Independent School Fund: Minnesota Minority Education Project Minneapolis Public Schools St. John's University and The St. John's Bible University of Minnesota: Center for Teaching and Learning Services Corporations and Non-Profit Groups CIMA Labs General Mills Hazelden, Inc. Mercy Hospital Susan G. Komen Breast Cancer Foundation WSB Engineering . Cityl Awards City-County Communications and Marketing Association (3CMA): Sawy Award: City of Plymouth Special Publications, 2004 Silver Circle Award: City of Plymouth, Best Special Publication, 2002 Sawy Award: City of Brooklyn Park, Search for Golden Spud, 2001 Sawy Award: City of Plymouth, Best Newsletter, 2000 International Association of Business Communicators (IABC): Silver Quill Award, City of Woodbury, newsletter, 2003 Silver Quill Award, Dakota County Technical College viewbook. 2003 Silver Quill Award: Brooklyn Park newsletter, 2001 Silver Quill Award: Brooklyn Park calendar, 2001 Bronze Quill Award: Brooklyn Park web site, 2000 Minnesota Association of Government Communicators (MAGC): Northern Lights Award of Excellence: City of Plymouth web site, 2004 City of Crystal newsletter, 2003 City of Woodbury newsletter, 2003 City of Plymouth web site, 2003 City of Woodbury Water Quality Report, 2002 Brooklyn Park This Month television show, 2000 National Council on Marketing and Public Relations (NCMPR): Paragon Award (national), Dakota County Technical College viewbook, 2004 Women in Communication: Crystal Clarion Award, 2002 APEX Award: City of Brooklyn Park Performance Report, 2002 Courage Center: Outstanding service award, design and marketing, 1998, 2001 Wantonwan Farm Services Association: outstanding communications award, 1999 ')