CR 06-142 Citimage Marketing Plan
C\TY OF
m
HOPKINS
November 28, 2006
Council Report 2006-142
CITYIMAGE MARKETING PLAN
ProDosed Action
Staff recommends adoption of the following motion: Move to accept the Citvlmaae
Brandina and Marketina Strateav for Hopkins and authorize the implementation of the
plan.
With this motion staff will begin to implement the marketing strategies recommended in
the document.
Overview
In January 2006 the City in cooperation with the Hopkins Business and Civic
Association (HBCA) requested proposals for the development of a brand and marketing
plan for Hopkins. Three firms submitted proposals.
Citylmage was selected and began a process of interviews, focus groups and other
research. Several designs and ideas were presented and from this work a brand was
developed - Think Hopkins.
Recommendations for marketing the brand and the city are included in the Branding
and Marketing Strategy for Hopkins prepared by Citylmage.
Primary Issues to Consider
. How will the strategies be implemented?
. What is the anticipated yearly expenditure on the marketing effort?
SUDDortina Information
. Branding and Marketing Strategy for Hopkins dated December 5, 2006
Financi I Impact: $ 15.000 Budgeted: Y/N Y Source: ED #204
Related Documents (CIP, ERP, etc.):
Notes:
Council Report 2006-142
Page 2
Analvsis of the Issues:
How will the strategies be implemented?
The following are the major recommendations and a summary of how they will be put in
place:
Creation of a web site
The website will be designed for two primary audiences - those wanting to visit Hopkins
and for business owners and developers interested in locating a business in Hopkins.
The site will feature information such as restaurant listing, sample day itineraries, photo
gallery and business directory for visitors. For developers, the site will have available
property listings, demographic data, testimonials and project case studies.
The City's Web Designer has been working on developing the website with the goal of
having it operational by January.
Innovative oromotional items
To help launch the campaign, window clings and stickers will be available at local
businesses, City Hall and community events. It is anticipated that they will be delivered
mid-December.
Develooment of Points of Pride oroaram
Staff will be developing a Points of Pride program, recognizing unique landmarks in of
Hopkins. They will be unveiled monthly through the website and the Sun Sailor.
Develooment of annual film festival
This would be a significant l;Indertaking and it is felt that the Hopkins Center for the Arts
Board of Directors should be involved in the discussions of the merit of this idea and
possible implementation. Staff will be presenting the concept to them for their
feedback.
Generate oositive oress coveraae
A concerted effort will be made to feed good stories to the local press and keep
Hopkins in the news.
Advertisina
The City will utilize the two free billboard spaces provided through a Conditional Use
Permit agreement. The hockey boards at the Pavilion will display the Think
Hopkins.com image as well as other City publications.
Paid advertising will likely include movie theaters, coffee sleeves, internet ads,
community resource guide, and other specialty publications.
Council Report 2006-142
Page 3
Encouraae lodaina opportunities in Hopkins
Staff will be bringing forward to the Zoning & Planning Commission an amendment to
the zoning ordinance allowing bed and breakfast establishments. Opportunities for
other lodging establishments will also be researched.
Involve the Community in the Effort
Staff will be meeting with key community stakeholders to introduce the campaign and
ask for their support. Businesses will be encouraged to use the Think Hopkins brand in
their advertising and everyone will be asked to use the promotional items.
It is anticipated that other community groups will be asked to assist in the marketing
effort. For example, the Historical Society will be approached to determine their interest
in developing a walking tour of Hopkins.
Staff will continue to look for unique and inexpens'ive ways to promote the Think
Hopkins campaign. The Hopkins marketing committee will continue to be involved in
the implementation and will serve as the steering committee for the work.
What is the anticipated yearly expenditure on the marketing effort?
The City's budget for the marketing effort has been set at $15,000 for 2007. The
Hopkins Business and Civic Association have discussed an annual contribution of an
additional $5,000.
Alt rnatives:
The City Council has the following options as relates to this issue:
. Accept the plan and begin implementation as recommended.
Request modifications to the plan.
. Accept the plan but elect not to implement at this time.
Branding and marketing strategy for Hopkins
December 5,2006
Presented by:
Cityl
Tom Bullington and Robyn Lingen
(651) 402-6356
Promoting Hopkins
CityImage Communications
Fall 2006
Overview
Following several months of focus groups, survey documentation, personal interviews, e-
mail exchanges, phone conversations, studying historical documents and periodicals, and
numerous site visits to Hopkins, Citylmage is very encouraged by the current reputation
of the city, and the great potential to "spread the good word" to others in the Twin Cities
and beyond.
Several themes arose consistently as we spoke with members of the Hopkins community,
in addition to those non-residents who were asked their perceptions of the city. Those we
heard most often included:
Small town close to the city, proximity to Minneapolis/St. Paul
Unique Main Street feel, great downtown atmosphere
Everything is in walking distance - pedestrian friendly
Excellence of arts and theater offerings
Feeling of safety
Excellent public education system
Great antique stores - a major asset
Opportunities for small business
Quaint, hometown feel
These themes gave birth to a number of potential taglines or slogans that could be used as
part of a branding/marketing campaign to promote business, tourism and community
pride in Hopkins.
Following a review of possible verbiage, one theme - "Think Hopkins" - was thought to
have the most potential to accomplish the community's promotional goals.
"Think Hopkins" can be used in a wide range of ways - to promote business, home
ownership, shopping, restaurants, theater, the arts, development, etc. All audiences for the
marketing campaign will be encouraged to "Think Hopkins."
In addition to development of a theme, Citylmage has been asked by the City of Hopkins
and local business community members to create a strategy by which these slogans and
"marks" could be used to better promote the community.
Here are a few recommended "first steps" if the strategy is to be successful from the
onset.
Coordinated effort necessary
Hopkins' current marketing efforts are disjointed, and lack a common thread and theme.
It must be noted, however, that those presently involved in promoting the city have done
admirable work with the resources at their disposal.
It is obvious that Hopkins has a large number of business owners, residents, and officials
from various entities who care deeply about the future of the city and its standing in the
Twin Cities area.
There clearly needs to be an organized, coordinated effort to promote the city. To this
end, we advocate creation of a "promotional bureau" with its own identity - perhaps
as an offshoot of the HBCA - combining forces with the existing marketing committee.
The bureau will essentially act as a "Hopkins visitor and tourism bureau/chamber of
commerce. "
The bureau's chief goal will be to increase awareness of Hopkins, and, by extension,
bolster the local economy, encourage investment, and create a distinct "brand" or identity
for the entire community. This seems to be the largest challenge.
As our research found, once people know about Hopkins, they fell in love with the city,
and the job of selling the community will become much simpler. In simple terms,
awareness of Hopkins - and a desire to shop there, eat there, open a business there, attend
a play there, etc. - will increase as individuals and businesses become more familiar with
what the city has to offer.
Suggested key messages for Hopkins businesses:
· Hopkins has a great story to tell, and not enough people are hearing it.
. There are many people who would come to shop here, walk our
downtown, live here, and locate a business in Hopkins that don't know what our
community is all about.
. This is a chance to let more people know about Hopkins and attract them.
· Our community is unique in the Twin Cities, and in many ways is a
hidden treasure.
· Hopkins can't afford to lose existing businesses and potential customers to
other communities.
· Hopkins has invested a lot in its downtown area and promoting what's
here will make it that much more successful.
. We're proud to be here and want to attract more businesses and customers.
Community support and participation essential
Community ownership of the effort is essential if it is to succeed. If key folks from
Hopkins are not on board, the campaign will be flawed and its effectiveness lessened.
Given the realities of busy work schedules and family obligations, it is understood that
stakeholders may opt to become involved at different levels.
F or example, those who wish to promote Hopkins, but have limited time and resources
may:
simply talk about the city in positive terms to others
use the Hopkins branding slogan in their own business' advertising
display the branding logo in their stores
attend city events and speak with community members
Others with more time and resources may wish to:
be an active participant in the "Hopkins Promotions Bureau"
help promote the marketing theme at community events
contribute money or in-kind services to the campaign
Stakeholders from Hopkins who must be involved include:
City government
HBCA members
Non-HBCA businesses
Arts organizations
Hopkins School District
Residents
Blake School
TwinWest Chamber of Commerce
Others?
Lead "Marketing cheerleader" needed
Groups of volunteers are great, but every ship needs a captain. We strongly recommend
the appointment of one person to be the designated "marketing cheerleader" for the
Hopkins community. Someone who will monitor the image campaign, write and submit
presS' releases, serve as a liaison between the promotions bureau and consultants, solicit
contributions and new supporters, and present reports to the Hopkins City Council,
HBCA members, and external entities such as Twin West Chamber of Commerce, Rotary,
Lions, etc.
Regardless of who is chosen, the individual must possess a passion for promoting
Hopkins. It would be our recommendation that this person dedicate at least two years to
the effort to create a sense of continuity in the message.
Create resident ambassadors
We cannot overlook a great community asset - the graduates of the Hopkins Citizen
Academy. These individuals represent the heart of Hopkins and are obviously very
committed to seeing the city prosper. We recommend the development of a Hopkins
Ambassador group. The group would be trained to promote Hopkins in various ways,
both internally and externally.
. Senior citizens, particularly those who have lived in Hopkins for a long time, could also
be excellent Hopkins ambassadors and walking/talking sources of community pride.
Perhaps the Hopkins Historical Society could playa role in this effort as well.
It would also be great to have young people serve -as ambassadors too in various
situations, especially since some of our respondents perceive Hopkins as an "old"
community. Perhaps teens could receive extra credit at the local schools if they
participate (and also enhance their college application).
Audiences
We believe Hopkins' branding efforts will have three distinct audiences -:- Existing
residents and business owners; Visitors (shoppers, restaurant and theater patrons); and
Prospective businesses and developers.
Each audience, as outlined below, has a different objective and will require a different
marketing approach to gain maximum exposure.
NEW HOPKINS BRAND
(i.e. "Think Hopkins")
Audience A
Existing residents, business owners and employees
Objective: Civic identity and pride in Hopkins, Support local businesses
Audience B
Visitors (shoppers, restaurant and theater patrons)
Objective: Sustained visitation
and economic support
Audience C
Prospective businesses and developers
Objective: Encourage investment in Hopkins
In order to kick off the campaign, each resident and business owner in Hopkins should
receive a special publication (postcard, 8 ~ x 11 sheet) explaining what the new branding
initiative is all about, and telling them how they can get involved in helping promote
Hopkins. In addition, we could send a window cling featuring the branding logo along
with the letter, encouraging them to put it on their car, shop window, etc.
Ensure an introduction to the branding initiative is present in the Hopkins city newsletter,
as well as on the city web site. Encourage other stakeholders to promote the campaign in
their periodicals and web sites as well.
Initial conceDts
Citylmage believes much potential exists for Hopkins to successfully market itself to its
three main audiences. Some of these may appeal to more individuals/businesses than
others, which is the nature of niche marketing.
1.) As the main "cog in the wheel" of Hopkins' marketing efforts, we advocate the
creation of a web site to be the main contact point for interested visitors, developers,
and residents.
We encourage creation ofa dual-purpose web site (tourism and economic development)
to serve as the hub for promotional information for the new Promotions Bureau. The goal
of this site is to make it EASY for people to find out information about visiting Hopkins
and/or doing business there (or starting a business).
.
The Internet is increasingly the place where developers, prospective residents,
prospective business owners, etc. search for information about communities. Web sites
serve as your public "face" - often before visitors have ever been to your city.
It is therefore imperative for Hopkins to be well represented on the web and make a
positive impression each and every time someone logs on. If they leave the site with a
negative feeling about Hopkins, or inadequate information, you will probably never know
what you've missed.
The site should have an easy-to-remember URL such as: www.thinkhopkins.com
(already reserved by Citylmage).
We view the Promotions Bureau web site as having three sections:
Economic Development
Overview of Hopkins (demographics, workforce, economy, etc.)
Listings of available commercial and industrial land and properties
Development updates (new businesses, happenings, etc.)
Easy step-by-step permit process (timeline, necessary steps)
Zoning codes
Comprehensive plan document
Maps
Contact information at Hopkins City Hall
Testimonials from current businesses and developers
Case studies of past economic development initiatives
Visitorsff ourism
Overview of Hopkins (history, community highlights)
Information about Center for the Arts, Stages, theater, upcoming shows
Information about upcoming community festivals
Business directory
Video tour of Hopkins (or selected video clips)
Photo gallery of Hopkins
Testimonials from Hopkins visitors and residents
Feedback
This section would give site visitors an opportunity to share their stories about
Hopkins with other users, give the Promotions Bureau input about its initiatives,
comment on the web site, suggest other events and promotions to market
Hopkins, etc.
Visitors to the Feedback section could also contribute photos, video clips to the
site to make it more interactive and keep the site fresh.
Other links on the site would include:
press releases
links to media coverage
Hopkins city government
Center for the Arts
Blake School
Hopkins School District
Raspberry Festival committee site
Hopkins SunS ai/or
Sites to use as references and examples:
***Renton, Wash: http://www.rentonmarket.com/
About the Renton marketing campaign:
http://www.rentonmarket.com/connections/campaign.htm
*Council Bluffs, Iowa (combines econ. devel. with tourism):
http://www.councilbluffsiowa.com/home.htm
*Worcester, Mass.( combo): http://www.worcestermass.org/
Atlanta: http://wWw.atlopen.com/
Tulsa: http://www.1ittlefield.us/work.asp?aexe=chamber
*Grand Prairie, Texas: http://www.gptexas.com/index.htm
*Midland, Texas: www.comehometomidland.com
TV commercial: www.comehometomidland.com/lost!robMOVIE.wmv
Midland Development Corporation: http://midlandtx.wliinc2.com/
*Pearland, Texas: http://www.pearlandedc.com/
Falls Church, Va.: http://www.ci.falls-church.va.us/govemment!eda/index.html
Michigan City, Mich.: http://www.mc-edc.com/
*Rio Grande City, Texas: http://www.riograndecity.net!
*Carson City, Nev. http://www.carsoncityecondev.com/
(includes virtual tour of town)
Sioux City, Iowa: http://www.sioux-city.org/economic development!
*North Sioux City, South Dakota: http://www.northsiouxcitydevelopment.com/
McAllen, Texas: http://www.medc.org/
*Tacoma, Wash.: www.wiredcityusa.com, www.tacomaspace.com,
www.districtspace.com
*McCook, Nebraska: http://www.mccookne.org/about!index.html
New York City: http://www.nycedc.com/index.cfm
Silicon Valley: http://www.siliconvalleyonline.org/index.html
Mesa, Ariz.: http://www.cityofmesa.org/econdev / default. asp
Tourism-oriented sites:
*Glendale, Ariz.: http://www.visitglendale.com
Philadelphia: http://www.gophila.com/
Minneapolis: http://www.minneapolis.org/
Santa Monica, Calif.: http://www.santamonica.com/
*Greenville, S.C.: http://www.greatergreenville.com/
*Park City, Utah: http://www.parkcityinfo.com/
Grove City, Ohio: http://www.visitgrovecityoh.com/(close to Columbus)
2.) Effective use of signage throughout the community. Signage must have a consistent
look and direct visitors to desired locations. There is much potential for improving
signage throughout Hopkins on many of the major thoroughfares - particularly as it
directs motorists to downtown and Mainstreet. These signs should feature the branding
look, as well as the URL for the promotional web site. Street banners are an additional
option for promotion of the new brand.
3.) Show your pride in Hopkins by establishing a "Points of Pride" program. Each
point of pride would be honored with a sign explaining what it is. Maps could be created
and posted to highlight each location, building or venue. The "Points of Pride" concept is
a very tangible and noticeable way to illustrate community pride, and the number of
.
"points" you have will demonstrate how much is going on in the city. It has been used in
Phoenix for about 15 years with great success.
This program is also a great way to gain space in local newspapers on a continuous basis.
Once or twice a month, a column. could be written about a point of pride - for example,
an official with the Hopkins Center for the Arts could discuss happenings at the center.
The next column could talk about the history of the clock tower, and so on.
The key to success in your branding campaign is getting repetitive messages out to your
key audiences. This would be an inexpensive way in which to continue delivering the
message over and over - reminding folks that there are many points of pride in Hopkins.
Potential points of pride in Hopkins include:
Hopkins Center for the Arts
Hopkins 6 theater
Three Rivers Park District trail head
Depot
Mainstreet
Certain Mainstreet businesses and structures (such as Mason House)
Clock tower
Eisenhower building
Hopkins Pavilion
Community garden
Blake School
Minnehaha Creek
Mainstreet Lofts
Downtown Park (band shell)
Hopkins Historical Society
Others?
4.) An annual film and arts festival. This annual festival would use the Hopkins Center
for the Arts and the Hopkins 6 movie theater. This would be a springboard to the creation
of a thriving arts district in the city, creating an identity for Hopkins that inspires artists,
dancers, filmmakers, actors, etc. to see Hopkins as the hotbed for the arts in the Twin
Cities area (which it is - the upcoming author speaker's series is a great example).
Based roughly on the Sundance Festival: http://festival.sundance.org/2006/,Tribeca:
http://www.tribecafilmfestival.org/ and SXSW (Austin, Texas): http://2007.sxsw.com/
It would be set up differently than the MSP International Film Festival:
http://www.mspfilmfest.org/index2.html
The area surrounding the arts center and the theater would be blocked off to vehicles. The
theater would be used to screen films, and then receptions would be held at the arts
.
center. If other "art" was incorporated into the festival (formally, that is), we could have
the arts center be used for art shows, plays, etc.
Regardless, the sidewalks and streets throughout the area could be turned into display
areas and booth space for artists and vendors. (like the Uptown Art Fair:
http://www.uptownminneapolis.com/art-fair/index.php?&MMN oosition=l: 1)
Hopkins' location in the metropolitan area (a leading news market) would serve it well
for potential media coverage if "stars" came to town for the festival.
This is an example of how marketing one aspect of life in Hopkins (the arts) would
benefit another aspect (business and economic development). Businesses in Hopkins
would defmitely benefit from the traffic and media attention generated by this festival.
5.) In addition to the proposed film festival, Hopkins could host additional community
events year-round to drive business, draw attention. Perhaps a focus on the holiday
shopping season (November and December)?
6.) Innovative, inexpensive promotional ideas- bumper stickers, buttons, window
clings, pens, etc. Items should be recognizable as part of the campaign, and serve to
unify residents and businesses behind a common theme.
7.) Mailings to prospective businesses - Postcards could be sent out directing
prospective businesses or developers to the new Promotions Bureau web site for
additional information.
8.) Generate more positive press coverage - If done correctly, you should be able to
generate press coverage at least once or twice a month for something related to the
branding campaign. And.it's free! We encourage you to work with your local reporters
early in the process so they can follow your progress and feel like they are involved.
Hopkins has received much positive press in the past few years for its upcoming
restaurants and arts scene. Keep this great trend going and take it to the next level by
aggressively pursuing more coverage.
It would also be advisable for all stakeholders to be equipped with "key messages" about
the branding campaign so consistent messages are delivered to our target audiences when
interviews take place. Make it clear that being interviewed by the media is part of being a
stakeholder - and that it will help promote Hopkins!
9.) Advertising - Based on your limited budget, we would find creative ways to get the
word out using advertising, such as online, in print publications, and in unique ways that
will make Hopkins stand out. Ads would primarily direct 'interested parties to the
Promotions Bureau web site for more details.
We would also strongly encourage stakeholders and others in Hopkins to use the new
Hopkins marketing brand in their advertising and promotional work. This will allow the
campaign to grow far more rapidly than it could with our limited budget.
BODkins advertisin!!: ideas and eXDenses
Audience key:
A - Existing residents, business owners and employees
B - Visitors (shoppers, restaurant and theater patrons)
C - Prospective business owners and developers
Window clings (featuring "Think Hopkins" logo)
Audience: A and B
Cost estimate: 2,500 for $1,250
Rationale:
In order to create awareness for the new brand and look, window clings will be
made available for free at Driskill's, Hopkins City Hall, Hopkins Center for the
Arts, and the Hopkins Pavilion. HBCA members and other business owners
would be given clings to display in their stores. Residents will display the new
logo on their vehicles (free mobile advertising) and in their homes.
Stickers (oval, featuring raspberry and "Think Hopkins" web URL)
Audience: A and B
2,500 for $1,250
Rationale:
Stickers are more versatile than window clings and can be placed in a greater
number of places~ The idea is for the stickers to pique curiosity about Hopkins
and drive people to the web site for more information. The presence of the
raspberry will further solidify the image as an identifiable icon for Hopkins that '
no other city has.
Hockey arena boards with "Think Hopkins" slogan and logo
Audience: A and B
Cost estimate: $400
Rationale:
This will provide repetition in advertising with visitors and "regulars" to the
Pavilion. This type of advertising (high school, college, professional level
hockey) has been popular for years with companies wishing to reach a captive
audience sitting in an arena. Game photos often feature arena boards in the
background, which adds to the value of this advertising.
Billboards
Audience: A, B and C
Cost estimate: Free
Rationale:
The city has access to two billboards for two months each year. This is a great
opportunity to inexpensively make a big statement about the new branding
campaign and gain exposure to motorists.
Internet ads
Audience: B and C
Cost estimates:
Google AdWords - $3 limit/day - $1,500 for one year
Yahoo! Search Marketing - $60/year* (*may increase)
SunSaiZor online - banner ads $1,025/month, tower ads $900/month.
StarTribune West online - banner ads $215/week ($860/month)
Rationale:
Internet advertising is becoming more prevalent and acknowledged as an effective
marketing tool. There are two types of online advertising - ads placed on existing
web sites such as the SunSaiZor and StarTribune; and what is called "search
engine" advertising, where visitors to Google and Yahoo! see your ad when they
search for certain terms (suggested list below).
Ads on local newspaper web sites work by targeting those already reading about
Hopkins or the west metro (rather than focusing on the entire StarTribune
audience, for example).
By using search engines and choosing "key words" that apply to Hopkins, the city
can effectively target prospective visitors, residents and developers. We
recommend using Google and Yahoo!
Recommended key words for Internet search advertising:
. Hopkins
. Minneapolis theater
· Minneapolis arts
. Twin Cities theater
. Twin Cities arts
. Twin Cities entertainment
. Minnesota entertainment
· Minneapolis youth theater
. Stages theater
. Hopkins theater
· Minnesota theater
. Minnesota youth theater training
.
Minnesota youth theater classes
Minnesota performing arts
· Minneapolis performing arts
. Miooesota antiques
. Minnesota antique dealers
. Downtown shopping Minnesota
. Minnesota arts and culture
. Unique Minnesota stores
. Unique Minnesota shopping
. Unique Minnesota downtown
. Western Twin Cities
. Fun Minnesota shops
. Hopkins, Minnesota
. City of Hopkins
. Hopkins Center for the Arts
. Hopkins Raspberry Festival
· Hopkins Mainstreet
. Hopkins businesses
· Hopkins development opportunities
.. Hopkins land for sale
For data on Internet marketing ROI, please see attached information, or visit:
http://www.portentinteractive.com/prROlquestions.htm
Coffee sleeves
Audience: A, B and C
Cost estimate: Three months for $3,000.30,000 coffee sleeves would be distributed.
Contact information: Ben Meisner, Brite Vision, ben@britevision.com, (773) 529-2803
Rationale:
Coffee sleeve advertising has been used to advertise many products including
coffee, medicine, cars, radio stations, colleges, and arts venues. The audience is
often upscale and ranging in age from late 20s to 50s. The sleeves would bring the
Hopkins campaign slogan and logo into independent coffeehouses in cities such
as Hopkins, St. Louis Park, Minnetonka, Edina, Minneapolis, PlYmouth,
Bumsville, and Bloomington. (See sample below from Ohio tourism campaign).
.
.
Specialty publications
Audience: B and C
Cost estimates:
Guthrie Theater - 1/6 page horiz. color ads - $1 ,500-$2,800/theater/play
Children's Theatre - 1/6 page color - $750/program
Discover Lake Minnetonka magazine - 1/6 page color - $465/issue (6 issues)
.
Rationale:
Our goal here is to create awareness of Hopkins as a site for arts, theater and
cultural experiences. This type of advertising targets specific consumers (probably
upscale) who are typically interested in the unique type of shopping and cultural
experiences they can find in Hopkins.
Many theater patrons will be interested in finding more cultural opportunities in
the Twin Cities, and perhaps have never been exposed to the offerings available at
the Hopkins Center for the Arts (both for adults and children).
Discover Lake Minnetonka is a specialty publication that might serve Hopkins
well when targeting residents of this affluent, neighboring community.,
Minnetonka residents need to be reminded of the shopping, dining and
entertainment options available to them just next door.
Movie theater ads
Audience: Band C
Cost estimates:
Hopkins Cinema 6 (6 mos., I5-second ads) - $1,799
Park 6 - St. Louis Park (6 mos., I5-second ads) - $2,499
Total for both theaters: $4,298
.
Rationale:
This type of advertising runs several times before a captive audience waiting for
their movie to begin. It is effective over a period of months, because consumers
who attend movies in the theater are more likely to return for another movie - and
see your ad on several more occasions.
Hopkins Cinema 6 patrons would receive a message such as "Shop all day or take
in a play." People in a movie in Hopkins are already in the city and should be
encouraged to stay and do more, or come back for a return trip (not just to the
movies).
Park 6 theater patrons in St. Louis Park would receive a message like: "See what
you're missing in Hopkins. An active arts and theater community. A thriving
downtown. And much more. . ." These ads would create awareness in a
neighboring community that Hopkins offers attributes not found in St. Louis Park
or other nearby cities. The ads would encourage them to take a short trip to
Hopkins to discover what is there.
Newspaper display ads
Audience: B and C
Cost estimates:
SunSai/or - 'l4 page in Hopkins, SLP, Minnetonka, Wayzata, Orono, Plymouth,
Long Lake - $1,400/week. (1/16 page - $405/week).
StarTribune West - 2X6 ad - $432/week
.
Rationale:
We would recommend that display advertising be limited to very small ads geared
to directing your audience to the Think Hopkins web site. Newspapers, as a
general rule, are losing their effectiveness as an advertising to~l.
**InTran Media truck advertising (**cost prohibitive)
Audience: B and C
Cost estimates: 2 trucks, 2 months - $6,000 - bare minimum campaign.
Rationale:
Given the high cost of this method, we don't recommend InTran at this time. To
do this justice, expenditures would need to be at least $10-15,000.
10.) Use of Internet blogs to bring attention to city - Encouraging ambassadors,
business owners, residents, and other Hopkins stakeholders to speak well of the
community when in blogs and posting information about tourism, business, etc. Anyone
who would like to promote Hopkins can set up a free blog on www.blo!!:!!:er.com and
advertise it on search engines.
11.) Encourage lodging opportunities in Hopkins - There needs to be somewhere to
stay in Hopkins, particularly as your tourism and business picks up. Bed and breakfasts
are definite possibilities in the city, as well as other hotels (perhaps downtown?) If the
community desires this, Hopkins can market itself to hoteliers and through the bed and
breakfast industry.
12.) Modify and better explain the "Razzle Communication Line." The line is a
recorded message for citizens to leave concerns for the city government. It's a bit
confusing what this is, and if the "Razzle Communication Center" is an actual location,
or just a phone line.
13.) Publish (or e-mail) a quarterly update to residents and businesses about the
branding campaign. Once the initial excitement of introducing the new brand is over,
many will be skeptical that anything is getting done - and some stakeholders may lose
interest. This update will give them a look at the latest happenings, success stories, and
encourage continued involvement in the campaign. An electronic version of this will save
money over a printed publication.
Other items for consideration
Communications consulting services
City Image would be available to work with the Hopkins community on a contract basis to
provide public relations and media assistance, production and placement of advertising,
development of a "Think Hopkins" e-newsletter, and general consultations as the Think
Hopkins campaign continues. Contract would be based on services required and could be
structured on an hourly, as-needed basis or as a flat, monthly fee.
Development ofwww.thinkhoDkins.com web site
As discussed, this would be handled outside of this budget and likely staffed by
city employee.
Signage
1. ) We would recommend updating landscaping around "brick and turquoise"
entrance signs. An update of the lettering would also improve the impression
this sign gives of Hopkins.
2.) Signage for "Points of Pride" is a potential expenditure in 2007 or 2008 as
budget allows. Regardless, we recommend a "virtual" tour of these points be
placed on the Think Hopkins web site.
Sample ads and new logos to follow in this report
.
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Hopkins movie theater ad
.
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Business. Education. Arts
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window clings
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internet spots
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stickers
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coffee sleeves
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Think Hopkins Think
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www.thinkhopkins.com · 1-888-HOPKINS
bi llboards
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.
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truck ads