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Memo- Think Hopkins UpdateMEMO To: Hopkins City Council From: Tara Beard, Community Development Coordinator Date: February 23, 2010 Subject: Think Hopkins! Update 2007 was the first year of a city -led marketing committee and the resulting promotional campaign known as Think Hopkins! Since then City staff has been facilitating the marketing committee which serves as an advisory group and is comprised of local businesses, residents, and HBCA members. The goal for the evening is to review the accomplishments of the marketing committee since 2007 and elicit feedback on strategies for 2010, as well as have a discussion about the long -term future of the initiative. Think HOW IT Hopkins. " BEGAN NO- • FOu.nllon.Arts 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 Ho n. TARGET Usin —EdUCO n.AM AUDIENCES The campaign needed a way to brand Hopkins - efforts that would have three distinct audiences: oResidents, Business Owners & Employees oVisitors (Shopping, Dining and Arts Patrons) oProspective Businesses and Developers Think A BRAND Hopkinson W IS BORN ilma. EdUCWW.&U Think Hopkins! became the slogan for the branding and marketing strategy for the City. 2007 marked the first year of the Think Hopkins campaign. 1 Think _ oThink Hopkins Presentations to the Community oWebsite Creation: oPoints of Pride oPrint Materials: Postcards, Notecards, Posters and Bumper Stickers /Window Clings oHopkins Cinema 6 Theater Ad oMainstreet Tree Lights aHistoric Walking Tour Brochure Think Hopkns. -- F oShopping & Dining Guide oCanvas bags ciAntiques Brochure ciPhoto Contest n Think "'Hopkins. NO.— [OUCNOn.✓Ara Z I Kristi Bucher designed a business recruitment brochure to market Hopkins to the business community. Brochures were distributed to colleges and universities, entrepreneurial organizations, and commercial real estate agents. ON Kristi Bucher designed a business recruitment brochure to market Hopkins to the business community. Brochures were distributed to colleges and universities, entrepreneurial organizations, and commercial real estate agents. ON 2009: Think THINK Ho ki ns.C.1- HOPKINS w. °..�°Mm.� T- SHIRTS T -shirts with the Think Hopkins logo were made for volunteers and staff promoting Hopkins at local events. They were worn by marketing committee members at Mainstreet Days, Raspberry Festival, and the Hopkins Fire Department Open House ax► Think --� 2009: Hopkins,: ° . EXPLORE �� °�•�« •per MINNESOTA Space for three Hopkins brochures was rented at Explore Minnesota's tourism center at the Mall of America. Brochures were also displayed at Minnesota visitor's centers throughout the state free of charge. Think Hopk 2009 ill^ -� . ,W � BUDGET The Marketing Committee spent , a —� about $6 500 in „ „„",., available f6nds in 2009. The City has committed $15,000 again for 2010 and a contribution of up to $5 000 is expected 6om the HBCA 3 Think Hopkins.( SUSIANS!'EducRbn AM Ideas/Issues for 2010 r3Banners on Mainstreet aCommunity Event Brochure and other event marketing aShopping & Dining Guide update aNew Restaurant promotion nProfessional marketing consultation nElectronic media exploration alMovie Premier event for "The Convincer" Think !VHopk1ns.. A- Banners on Mainstreet have been done before. The Marketing committee thinks it's time for a new look for Mainstreet; one that creates a sense of place and drives people to Think �VHopkins, Kristi Bucher has been working on a IMAGES design for the banners that FROM captures Hopkins' KRISTI unique identity and HERE advertises the Think Hopkins website. Think Hopki wJ MABIANTRE T �, Bids for vinyl banners with digital printing ranged from $65 to $93 per banner. The total project cost would be between $6,000 and $7,000. Marketing Committee Members RIPIEWWWWO Think Ho , THANK Businas • EdUCO •Arts YOU Fran Hesch Hillary Feder Virg Evenstad Danielle Ryan Lisa Clark Kersten Elverum Butch Johnson Diane Bangerter Lynne Anderson Marlene Hunkins Susan Newville Nora Davis 5