Memo- Marketing PresentationMEMO
To: Hopkins City Council
From: Tara Beard, Community Development Coordinator
Date: February 24, 2009
Subject: Marketing Presentation
2007 was the first year of a city -led marketing committee and the resulting promotional
campaign known as Think Hopkins! $15,000 from the City and $5,000 from the Hopkins
Business and Civic Association (HBCA) were contributed to the marketing budget that was used
to kick off the Think Hopkins campaign and provide other marketing funds and/or coordination.
These contributions were renewed in 2008. Actual expenditures have been approximately
$11,500 in 2007 and $17,500 in 2008. Although the HBCA has not yet contributed to the
campaign in 2009, the City of Hopkins increased its funding to $20,000, resulting in no net
change to the annual budget. This increase was recommended primarily as a way to fund a
shared- employee position with the HBCA. That idea has been ruled out for 2009.
City staff has been facilitating the marketing committee which serves as an advisory group and is
comprised of local organizations, residents, and HBCA members. 2008 was a year of growth for
the committee, with new members from the Arts community and the Hopkins School District.
The goal for the evening is to review the accomplishments of the marketing committee for 2008
and elicit feedback on strategies for 2009, as well as have a discussion about the long -term future
of the initiative.
Think HOW IT
Hopkins.c BEGAN
,�, PA� .
The City of Hopkins hired CityImage to
create a Branding and Marketing Strategy
for Hopkins in late 2006. The strategy
included a campaign to promote all
Hopkins has to offer.
Think THREE
Hopkins TARGET
.„. AUDIENCES
The campaign needed a way to brand
Hopkins - efforts that would have three
distinct audiences:
oResidents, Business Owners & Employees
nVisitors (Shopping, Dining and Arts Patrons)
oProspective Businesses and Developers
Think A BRAND
Hopkins.
IS BORN
Think Hopkins! became the slogan for the
branding and marketing strategy for the
City. 2007 marked the first year of the
Think Hopkins campaign.
Think 2007
Hopkins,
,w�,r.r.,�..� RECAP
aThink Hopkins Presentations to the Community
cWebsite Creation: u thl kh k'
cPoints of Pride
uPrint Materials: Postcards, Notecards, Posters and Bumper
Stickers/Window Clings
allopkins Cinema 6 Theater Ad
cMainstreet Tree Lights
cHistoric Walking Tour Brochure
Krist! Bucher designed a Shopping and Dining
Guide brochure that complemented the size
and design of the Historic Walking Tour
brochure. Brochures were distributed to area
businesses, hotels, and at special events such
as the U.S. Women's Open.
Think 2008:
H „ '? CANVAS
w. BAGS
The City ordered 5,000 reusable canvas bags
imprinted with the Think Hopkins! and HBCA
logos. Bags were used for special
promotions, were sold at the Hopkins
Farmers' Market, and were used to make
welcome packets for Cargill employees.
2
2008:
Think
SHOPPING
Ho kips
& DINING
wa.enrawua.w
GUIDE
Krist! Bucher designed a Shopping and Dining
Guide brochure that complemented the size
and design of the Historic Walking Tour
brochure. Brochures were distributed to area
businesses, hotels, and at special events such
as the U.S. Women's Open.
Think 2008:
H „ '? CANVAS
w. BAGS
The City ordered 5,000 reusable canvas bags
imprinted with the Think Hopkins! and HBCA
logos. Bags were used for special
promotions, were sold at the Hopkins
Farmers' Market, and were used to make
welcome packets for Cargill employees.
2
Think 2008:
`Hopkins. ANTIQUES
PW BROCHURE
The Marketing Committee partnered with the Hopkins
Antique Shops Association to re- design their brochure
to match the Historic Walking Tour brochure and
Shopping and Dining Guide. All of these brochures
are now on display at Explore Minnesota Travel
Information Centers throughout the State and at the
Mall of America.
and H° k
av
gluon
3Po8 Ytidta COnIM
Think
2008:
Hopkins, PHOTO
mun.w.raoaX,..vu CONTEST
The Marketing Committee created and
advertised Hopkins' first ever Photo Contest.
Over 160 entries were submitted, with ten
winners. Categories included Outdoors,
Education, Historic Hopkins, and a Grand
Prize.
Think
Hopkins. 2008
BUDGET
The Marketing
Committee spent about
$17,500 of $29,000 in
available funds In
2008. Approximately
$11,200 will be carried
over in to the 2009
budget.
3
Think
11
Hopkin$. ADVERTISING
Not everything that
promoted Think Hopkins!
cost money. Some ad
space was available tc the t
City free of charge.
A
Think MM FREE
Hopkins. ADVERTISING
wam.mwm.M. PART
The Marketing Committee made sure that
Think Hopkins had a booth at the following
community events:
• Fire Department Open House
• Home Remodeling Fair
• Raspberry Festival Family Day
• Mainstreet Days
M S�
e� s E
Think FREE
HOpkinS, ADVERTISING
w,au„.ww�•.m PART
The Think Hopkins! website,
www.thinkhopk! sn com continued to serve
as a hub for the campaign. We used the
website to promote the Photo Contest,
advertise promotions, and we also began
keeping track of web hits.
12
Think
Hopkins. WHAT
�« NEXT?
Ideas /Issues for 2009
oExcelsior Blvd Signage
oMore brochures
malice racks /public art
oShop local campaign
a8usiness Recruitment
o0ther low or no cost ideas
Marketing Committee Members
Think
Hopkins.
THANK
A.
YOU!
Fran Hesch
Butch Johnson
Hillary Feder
Diane Bangerter
Virg Evenstad
Lynne Anderson
Danielle Ryan
Dale Ubelhoer
Use Clark
Marlene Hunkins
Kersten Elverum
Susan Newville
Nora Davis
Eileen Harvala
5